If you’re a retail marketer and not using remarketing, you’re missing out, just like a fisherman without bait. Your chances of making a sale are slim if you don’t have the right approach. As an avid shopper, especially during the holidays, I can tell you that most of my recent purchases were influenced by effective remarketing. It could be the wine rack I browsed on Etsy popping up on my Facebook feed or a reminder about the J Crew sweater in my cart with a 20% discount about to expire. Remarketing is crucial for all marketers, but it’s vital for retailers, especially during peak seasons. However, some marketers limit themselves by using generic remarketing campaigns instead of targeting the right audience with the right message at the right time. Here are 5 audiences that all retail marketers should be targeting:
#1: Entice New Visitors with a First-Time Offer
While targeting all website visitors with general ads for brand awareness isn’t bad, offering an incentive to return is crucial. New visitors, at the top of your marketing funnel, are like someone you’ve just met - they need a reason to choose you. Just like a date invitation becomes more appealing when it involves your favorite restaurant, new leads need incentives. For instance, European Waxing Center offers a free wax for first-time customers in their remarketing ads.
#2: Remarket Based on Specific Product Categories
It may seem obvious, but many marketers miss out on targeting users based on their browsing history. Someone looking at a specific product is clearly interested, so follow up with reminders. For example, if a man is looking for a winter jacket on your apparel website, showing him ads for women’s dresses wouldn’t make sense. Instead, showcase the exact jacket he viewed. I recently experienced this when a Gap ad reminded me about a cardigan I had browsed earlier, leading to an in-store purchase thanks to the reminder and the store’s convenient location.
Creating these targeted lists is simple - just categorize them based on URL keywords. Your customers will appreciate the personalized approach.
#3: Re-Engage Shoppers Who Abandoned Their Carts
With our ever-decreasing attention spans, thanks to technology, it’s easy to get distracted. We juggle multiple devices and tasks daily, leading to abandoned shopping carts. That’s why targeting these potential customers is crucial. They didn’t dislike the product, they just got sidetracked. A well-timed reminder can bring them back. I’ve experienced this firsthand when an ad reminded me about shoes I left in my cart, complete with a catchy message, free shipping, and returns.
The lesson? Use engaging messages and incentives to recapture those lost sales.
#4: Upsell to Active Buyers for Repeat Purchases
Turning one-time buyers into loyal customers is key for retail marketers. Encourage repeat purchases by recommending related products to existing customers. For instance, if someone buys a tennis racket from your online store, showing them tennis accessories like a racket case or outfit makes more sense than advertising soccer balls.
Focus on products that complement their past purchases to increase their lifetime value.
#5: Remarket to Past Buyers at the Right Time
Don’t forget about customers who might need to replenish their supplies. If you sell facial products and know the average usage time, remind customers to repurchase as their product runs low. While some might repurchase without prompting, a well-timed reminder can solidify brand loyalty and prevent them from switching to competitors.