Any good retailer is familiar with the term, “the customer is always right.” This phrase represents the default attitude required for retailers – in-store and through the post-sale experience. But it should also permeate every experience a customer has with your retail brand, including marketing emails, websites, and mobile apps.
With the rise of competition around the globe, it is becoming harder and harder for ambitious brands to differentiate themselves from their competitors. One way to separate yourself from the pack is by offering native brand experiences – tailored to each market you serve.
This personalization can go a long way to convincing (or hopefully showing) customers you value their business, leading to better customer relationships, improved conversion rates, an increase in customer acquisitions, and the potential for exponential growth from international markets.
Below are three key reasons why global brands should offer native brand experiences:
1. Avoiding embarrassment
There is no ‘A’ for effort when it comes to attracting global customers. If you get the message wrong – even just once – you risk alienating or offending individual customers, or worse, alienating entire markets. That’s some opportunity cost! This rings especially true for luxury brands whose sales depend largely on the reputation and integrity of their brand.
You don’t want bad publicity in one country to affect the perception of your brand globally. Brands that take the time and effort to offer native brand experiences largely avoid embarrassment because they understand not just the language, but the cultural sensitivities, preferences, and idiosyncrasies of the markets they do business in.
2. Reducing churn
In the past, customers might have been more tolerant of a slow or buggy website or app. But as technology has advanced that is becoming less and less the case. For example, in the US, more than 67 percent of retail app users stopped using the app after the first 30 days – with that number jumping to 81 percent after three months. Those numbers get worse when you move outside the US where 76 percent stop using the app in the first 30 days and 88 percent are gone in three months.
So what does this mean for luxury brands? Customers are fickle, so you only have a limited amount of time to grab their attention before they bounce. Brands that speak to customers on their terms can be more confident that their messages are penetrating the noise and resonating.
3. Building loyalty
Anyone with good business sense knows that it is much more expensive to attract new customers than retain existing ones. And customers who have been brought to the business through native brand experiences are more likely to be loyal evangelists who advocate for your brand because they feel their needs and preferences are being catered to in an authentic way.
While it might take more time and effort initially to deliver personalized messages to your customers in any language, all cultures, and every market, being globally fluent will pay huge dividends down the road as your brand grows and expands internationally.
Register for our webinar: How to Give Each Customer a Native Brand Experience… at Scale and listen to industry experts Carl Miller, Managing Director at the GRIN Labs, and Wade Rocco, Solutions Architect at Smartling, as they cover best practices for creating native brand experiences for consumers at scale, in any language, all cultures, and every market.