Using Your USP To Retain Customers
It's said that acquiring customers is 10 times more expensive than retaining them. A well-thought-out USP helps you retain customers by providing targeted, refreshed site content. Content on an online storefront site is one of the three C's of eCommerce: content, community, and commerce.
Community discussion boards provide a way for shoppers and customers to interact with each other—and with your company. Your discussion board must be very targeted, and conversations should be kept on track. A proper USP can help you set up a series of effective and applicable discussion threads that pay off in customer retention. Onsite discussion boards also supply user-driven content, which in turn provides refreshed content for your storefront.
Then there's your email newsletters. A newsletter is news—not ads. Newsletter content must give subscribers information that they find useful. With a good USP, you'll know what that targeted information consists of, and subscribers will continue to want to receive your email newsletter because you'll supply the target information they want. And if you plan on doing personalization in any form, you definitely need a well-defined USP. Without it, how can you target and personalize appropriately for your audience?