Data is your best friend when it comes to proving a point. Want a larger marketing budget? Show them the data. Want to introduce a new product to retailers? Show. them. the. data. It also allows you to target more effectively and specifically. Broad is boring when it comes to choosing your audience, so getting more granular can help to captivate attention. But, first… you need the shopper data.
The Value of Shopper Data
Using data to build shopper profiles is key to the largest mystery of marketing: Who and how can we target those who will engage and ultimately purchase our products? These data for these profiles can be accumulated through website visits, forms, social media growth ads, and more. The more a shopper engages with your content, the more shopper data you can cultivate and refine. With enough shopper data, you will be able to map out customer journeys that can be conveyed into a sales story. This story can be then recounted to retailers and shoppers as proof for anticipated consumer needs and a tool used for personalization.
How to Get Shopper Data
When it comes to obtaining valuable shopper data, you're going to want more than just impressions. You want data that can allow you to segment and funnel shoppers effectively towards becoming your most loyal customers and then to be able to keep them for repeat purchases. You can learn a lot from free resources like Google analytics and social media reporting, but ultimately you're going to need a CRM or "Customer Relationship Management" System to make this work. Not only can CRMs like HubSpot track detailed information about what your website visitors click on or where they are located, but it allows you to ask your audience specific questions through forms and segment the data in a way that informs you of actual shopper preferences. It's finding out these preferences that is essential in piecing together robust shopper profiles. Here are some key questions you can find out through your CRM:
- How often are they engaging with your email marketing?
- Are they subscribed?
- Where are they located?
- This can be great information for potential retailers.
- Which of your products do they prefer?
- Where do they like to shop for produce?
- How often do they purchase your products?
- What year were you born?
- What types of recipes do you like to make?
- And more…
Whether they are filling out a form to subscribe to your blog or whether they are entering into a sweepstakes, over time your shoppers can be filling in the missing pieces that you need for a potential new product introduction to a big-time retailer.
What To Do With The Shopper Data
Once you’ve garnered the data and have established customer profiles, you can build out a shopper’s journey by diving into the tracked data found in your CRM tool and through additional research. With information on engagement levels and behavioral preferences, you as the marketer can make better informed essential decisions and ultimately can create a more personalized experience of your brand for each of your shoppers. Quality data turns to value-added content!
Need help using a CRM to create and share quality and intentional content that helps you gather data? Leave it to us. We can help walk you through the process we've used to gather shopper data just like this for our many fresh produce clients and brands. Contact us to learn more!