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Candace D'Agnolo

The Basic Stats You Need From Every Customer

You’re missing out if you don’t collect customer data. Here’s what you should be asking for.

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IF YOU ARE not collecting your customer’s information, you are missing a huge opportunity.

One of the main reasons is so you can send something in the mail to customers. I know: You’re already thinking mail is dead. However, Chewy.com sends lots and lots of mail. Not just direct-mail flyers, but handwritten thank-you cards, complete with the pet’s name and the product purchased! It shows the customer that they matter to the company and that Chewy cares about them. How do you show your customers you care?

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If you wanted to do something special for a customer, do you have enough information about them? Could you pick up the phone to inform them of a recall? Could you mail them a card congratulating them on their wedding? Could you remind them that their pet’s birthday is just around the corner?

Your list is everything. Think about how pet sitters, dog walkers, sales reps and mobile groomers have all of their clients’ information in a database. That’s like gold to them. They know every last detail about the pets and their owners. Now, apply this to retail, groomers, trainers and day cares, and think how these businesses can benefit as well from having their own thorough customer list and database.

Consider if you decide to move locations, or sell the business. You’ll want everyone to know about your move, or that a new owner is taking over and encourage their continued support and thank them for their years of business.

Here’s the information I believe you should collect from your customers and how you should tag them in your system/identify them so you can communicate with them based on their needs.

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  • Full Name
  • Spouse’s / Partner’s Name
  • Address
  • Email
  • Cell Phone
  • Pet’s Names and Birthdays
  • Customer’s Birthday
  • Dog, Cat, Fish, Horse or Bird Owner
  • Breed of Dog, Cat, Bird, Etc.
  • Puppy vs. Senior Pet
  • Pet Gender
  • Multiple Pet Family
  • New Pet Owner
  • Loyalty Program Users or Frequent Buyer Food Program Users
  • Event Attendance
  • Participate in Training Classes
  • Grooming Customers
  • Top Customers (25 Percent Customers)

Having this kind of data about your customer is key. The online stores have it and use it. So should you. You will impress your customers when you’re ringing them up and you ask about their pet by name, or mention an upcoming birthday. It is a step above and beyond that shows you care.

Along with this process comes having a Customer Relationship Management — or CRM — system in place to easily insert the above information, utilize your customer segmentation, pull sales reports, send emails and so on. A good point-of-sale system should allow you to track all this information right in your system, then you can export that information and load it into one of these systems, which have all kinds of relevant strategies that you could use. Of course, there’s Mailchimp and Constant Contact, but there is also Zoho, Hubspot, Salesforce, Insightly and FreshSales.

Get started immediately, even if you just use an Excel sheet. Every person you meet in person (or even online) is a potential customer, and you should grab the information that you can! In September’s PETS+, I’ll share creative ways to get this information, so stay tuned!

Candace D’Agnolo owns successful pet business Dogaholics and offers business consulting at Pet Boss Nation. For help creating a customized 90-day plan to tackle all your business goals, download a free worksheet, at petbossnation.com/petsplus. Contact her at hello@petbossnation.com.

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Candace D'Agnolo

10 Questions to Ask Yourself to Ensure Perfect Vision for Your Pet Business

Because authenticity counts.

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IT’S THE BEGINNING of a new year, so you’ve probably been bombarded with media and people talking about your vision and goals. Especially since it’s “2020.” Get it? 20/20. Perfect vision?

I’m not sure that in business a vision can be “perfect” because we never know what roadblocks lay ahead and what pivots we will make. But having a clear vision will motivate your team, inspire you and your customers, and help you make decisions as you scale your business. I’m here to tell you that finding your authenticity is critical to your vision being a success.

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Dictionary.com defines the word “authentic” as:

  • Not false or copied; genuine; real
  • Having an origin supported by unquestionable evidence; authenticated; verified
  • Representing one’s true nature or beliefs; true to oneself or to the person identified

Authenticity has never been more important than it is in today’s hyper-connected world where your customer’s voice is louder and more influential than ever. You’ve likely experienced that to be true with reviews, customer comments in your store and how they act on social media.

There’s something very special at the core of what you do. While many can carry the same products or offer the same services at similar price points in a similar neighborhood with a look and feel that mirrors yours, no one can effectively copycat an authentic business self.

Answer these questions to ensure you’re interweaving authenticity into your business:

  1. Are you always “real”? And honest with your customers, team and vendors?
  2. What makes your company memorable?
  3. What’s one thing you could change/enhance/feature that would make your company more memorable?
  4. How do you make people feel?
  5. What unique traits/skills/talents do you personally contribute to your company?
  6. Are you consistent in your customers experience?
  7. Are you responsive?
  8. Can you back up why you carry what you do? Or back up why you hire who you do? Or why you run your business the way you do?
  9. What are three key words that would describe who you truly are? Can you incorporate them into your business more?
  10. Have you gotten clear on who you serve? Not every pet owner is your customer!

Customer trust is never bought but earned. Their B.S. meter is strong. The more you can convey your company values and beliefs as well as live all of the questions above, your bigger picture vision for your company will come to life! As Maya Angelou said “People may forget what you said, but they will not forget how you made them feel.” Authenticity will carry your vision a long, long way.

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Candace D'Agnolo

Boost Staff Morale with These 3 Holiday Sales Games

It’s important to first identify what your goal is.

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WHEN I WAS running my own pet retail boutique, I found that as the busy days of December rolled on, our team would become more and more run down. Every day gets longer and longer. It becomes harder and harder to keep the team motivated. I needed to find a solution, and I discovered that one of the best ways to perk up everyone was to play games.

Using “gamification” in your business is a really hot trend right now because it creates engagement, connection and results.

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When it comes to using games as a tool in business, it’s important to first identify what your goal is. Perhaps it’s to move out your holiday-specific merchandise. Maybe it’s to ensure that all the new customers coming in are being added to your database. Or you want to get the team to add on one more item over $10 to each sale. Whatever it is, make sure you pick a specific purpose for your game. Play the game only for up to one week. Games that last longer tend to lose their magic. You can play multiple games throughout the month, too. At my store, we had a different four-day game that would run every Thursday through Sunday. Each game’s tactics were different, and each game’s purpose was different.

Here are a few of my favorite games to play to help you sell more stuff, motivate the team and keep that register ringing to make the most of December.

The Dollar Tree

Tape fake dollar bills on a wall in the shape of a Christmas tree. Encourage your team to ask each customer: “Does your pet have a present under the tree this year?” If the customer says, “No” (or even yes) and that question leads them to purchase a toy, then that team member gets to pull a fake dollar from the tree. At the end of your game, they get to turn their fake dollars into you for real dollars.

Staff Santa Sack

Every time you beat your daily sales goal, each person who worked the floor gets to pull a card from the Staff Santa Sack. The sack can be filled with notecards or something similar, each with a reward, gift or surprise written on it. They can turn their cards into you whenever they want during the months of January or February. The rewards could have ideas like, “Skip my turn to clean the bathroom,” “Go to Lunch with the Boss,” “Pick one item from the store under $20,” “Get a 30-minute paid break.”

Staff Bingo

Play Bingo! Make your own bingo board by filling in the boxes with product names, tasks or questions instead of the typical bingo number. Keep them all the same or make a variety of boards. Hand them out to your team and have them try to get bingo in order to move toward your objective. When they have a completed board, they get a prize.

These are just a few examples of games you could play with your team to keep things interesting and to increase your sales at the same time. If you give one a try, make sure to share your results with PETS+.

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Candace D'Agnolo

Purposeful Outreach: How to Segment Your Customer List and Communicate with a Purpose

The best emails, text messages, direct mailers and thank-you cards are relevant to the recipient and timely.

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MY LAST TWO COLUMNS covered why collecting customer information was so important, what you should collect and then ways in which you could encourage your customers to give their information to you. Now that you have your list, it’s time to communicate with them in a purposeful way that adds value. The best emails, text messages, direct mailers, thank-you cards are relevant to the recipient and timely. So how do you do that?

The first step is ensuring that your list is segmented, meaning that all your contacts are in the appropriate categories/lists. You can mark your customers with “tags” or custom fields inside your software (based on recommendations I covered previously — check out past columns here: petsplusmag.com/dagnolo).

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Segmenting will allow you to send relevant information to customers. Wouldn’t it be better for a cat customer to get a cat-related email from your business instead of hearing about a dog mom event? If the cat customer hears only about dogs, they will stop opening your emails or paying attention to your marketing.

Segmenting takes effort on your part, but once you get a system down, it will become easy for you to send the right message to your customers.

Now that you have them segmented to send relevant information, it’s important to send consistent and timely communication.

Here are a bunch of reasons to communicate with your customers:

  • Newsletter (monthly, weekly, bi-weekly)
  • Welcome to “Business Name Family”/Story behind business
  • New client/onboarding
  • Reminders
  • Promotions
  • Re-engagement for customers you haven’t seen in a while
  • Abandoned carts for online stores
  • Milestone emails
  • Special offers
  • Surveys or other request

And here’s a list of things you could share in those communications:

  • Celebrations
  • Announcements
  • Customer and team highlights
  • New products and benefits of others
  • Breaking news/recalls
  • Vendor stories
  • Your stories
  • Events
  • Frequently asked questions
  • Do’s and Don’ts

So, now you’re building your list. You know why you should be communicating with customers and what to talk about. Now it’s about being consistent in your communication. Come up with a plan to communicate at least weekly with your customers — whether it’s to the whole group or targeted segments of your list.

Sending relevant info is key. The right message must reach the right people. The most important thing about your communication is to communicate with purpose. The purpose of your communication will allow you to ensure you’re driving important and interesting communication that still supports your business.

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