- By Colleen McNamara
Last week we wrote about the 4 reasons why call tracking is essential for your business. We highlighted how important it is for enterprises to collect actionable data and analytics about consumers who phone them, and more importantly, why marketers need to use this information to critically examine their campaigns and marketing strategy at large.
The impact of Call Tracking is even greater for retailers, and here’s why.
Call Tracking can strengthen your channel attribution.
♦ One of the main challenges retailers face is knowing exactly how, when, and where customers interacted with their brand or product on their path to visiting their store. The challenge of attributing a specific marketing effort to an exact sale means retailers can’t adequately measure the true success of their campaigns. However, a Call Tracking tool can help tighten the attribution funnel, allowing marketers to gain important insight on their efforts across multiple channels. For example, you can track specific keywords said within a call, which generates data on how many inquiries you are receiving about a specific product.
♦Consider this: you’re advertising a huge clearout sale on king-size mattresses in a specific location, and you’re currently running a commercial in that area to advertise. With sophisticated voice technology available through your call tracking tool, you can track the words “mattress sale” and “commercial” in that store’s location, and generate valuable lead data for this campaign to help attribute number of commercial views to conversions.
You might also like… Why Retailers Can’t Underestimate The Power of Omnichannel Marketing
Call Tracking can allow you to assess your brand voice.
♦ Every retailer knows the importance of a cohesive brand identity. Whether a consumer is shopping on your e-commerce site, surfing your Facebook page or viewing a billboard ad on the highway, the message should be loud, consistent and clear. And this doesn’t stop with humans. Call Tracking can allow you to see how your staff members talk to consumers, giving you a channel to assess the language style, terminology and overall tone used by employees and determine whether or not you’re offering a consistent brand experience.
♦When you research the current state of your brand’s identity over the phone, you can take these findings and implement a training program for your employees, explaining how to exude the brand’s identity and values at this key person-to-person touchpoint. If your brand gets a ton of call volume in certain areas, yet you’re not seeing a particular spike in visits to your retail stores, you may want to take extra care to train your staff in these areas.
Call Tracking data can help you prepare for sales, events and more.
♦In the case of huge enterprises with multiple locations, marketers have the challenge of creating marketing campaigns that align with the unique needs in each area. Gaining valuable consumer insights on demographics, local search volume and page views per location is the first piece of the puzzle. But you can take this data to the next level by seeing what products consumers ask about most commonly on the phone.
♦If you’re an electronics retailer located in an urban centre, you might receive the highest volume of phone inquiries about the latest iPhone. On the other hand, your rural locations may get a ton of questions regarding laptop computers and LED-screen televisions. Take this information and use it to your advantage: ensure your in-store staff has adequate training on the details of each of these items, have frequent sales to tap into the demand, and most importantly, make sure your shelves are stocked with the right inventory.
Read the SweetIQ Guide to Call Tracking for more valuable retail tips.