Remember how we said imagine if you had a little boost to lift a little heavier or run a little longer? And how having that extra support with a supplement may be the key ingredient in helping you beat your personal best? (If you missed it, you can have a read of the first blogpost of our series here).
What we really mean is that it’s the same thing for your marketing. But before looking for the remedy, it’s important to understand the trends and expectations fuelling the market, to help conduct a health check of how your marketing is operating. To help, we’ve nailed down these five common blockers that could be stopping you from doing your best.
Before we begin, perhaps you’d like this exclusive upcoming webinar all about CX in Health, Wellness, & Fitness with Guest Speakers from Forrester and Lloyds Pharmacy – just click below to sign up!
With many new businesses, products, and services emerging in the market, it’s important for you to find ways to stand out to be successful. With a growing number of channels and touchpoints that cater to health and wellness or make accessing fitness products easy, marketers will need to understand the size of the competition. Particularly threats from high volume, deep discount outlets, and drop shipping sites.
Less than a 1/3 of eCommerce businesses can identify over 21% of visitors on their website. If you haven’t got this right, this can create a big blow to your business. By identifying customers, you can use this data to learn about customers in real-time and personalize your CX to build trust in your product/services. By utilizing insights to get customers to convert and grow customer relationships, it creates a frictionless and personal journey with your brand that’s so pleasant, it can even provide an open opportunity to subscribe to your products/services.
This can enhance the customer experience. But be careful when it’s irrelevant or too much, as it overwhelms the customer. Irrelevancy can spark unfinished sales or cart abandonment. This is a negative impact on the customer experience or a journey that has become too complicated to navigate, breeding low customer satisfaction. Again, marketers need to put customer insights at the core of their marketing to better understand customers’ needs to craft a seamless experience.
The Health, Wellness & Fitness industry comes with many new brands trying to capitalize on the many opportunities the market presents. However, plenty of misinformation and false claims are often made. Be transparent about what your product/services can do for your customers and make information easily available for when customers start researching your brand. Influencer marketing can help too but be careful of doing this too much as it can come across as unauthentic.
With the increasing use of personal data and tightening of regulations, it’s important for you to ensure that you are protecting the privacy and security of your customers’ information. This is critical, due to the particularly with sensitivity that comes when it comes to from information about customer’s’ health. Ensure that your Customer Data Platform adheres to these regulations and when enriching your customer data, zero-party data capturing is an effective way to achieve this. Gamification (interactive quizzes, surveys, games, etc) is a key player here, as customers can provide more information about themselves out of their own choice.
Want to see how our insight-led marketing can enhance your CX with real-life examples? Together with Guest Speakers from Lloyds Pharmacy and Forrester, we be discussed the trends and opportunities that will shape the health, wellness, and fitness market in 2023, while sharing successful strategies & tactics to help you stand out, including: