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5 Examples of Successful B2C Marketing That Will Make Your Head Spin

Lindsay Tjepkema
Lindsay Tjepkema , Marketing Director, Americas , Emarsys

For any savvy B2C marketer, it’s crucial to meet consumers at the most appropriate time, with a perfectly-tailored message to ensure conversion and retention.

Nonetheless, consumers nowadays have more brands vying for their attention than ever before. This excessive ‘noise’ means that brands must go above and beyond to engage, convert, and retain customers.

Businesses that focus on B2C marketing need to observe their customers closely. It’s critical for B2C marketers to understand the needs, wants, and challenges of their customers. By concentrating on their target audience, marketers can create personalized messages that better address their customers’ needs.

5 Successful B2C Marketing Examples

Here’s a look at 5 successful B2C marketing examples that will make you rethink your strategy in the upcoming months.

1. Reminder Emails

Reminder emails are a great way to connect with customers, by delivering timely, important messages. These reminder emails help keep your brand top-of mind (and top-of-inbox!), and also help facilitate upsells and conversions.

Some great examples of reminder emails come from car companies; below is an innovative example from Nissan. By collecting necessary customer data and efficiently organizing this data into profiles, Nissan can quickly segment their customers by when they purchased their cars. Nissan can then use to trigger reminders to their customers about upcoming maintenance appointments, service updates, and other special offers.

2. VIP Programs

VIP programs are a great way to increase engagement and drive customer loyalty. These programs allow ‘white glove’ customers to enjoy added perks and add-ons from a brand. When a customer has the opportunity to become a VIP, it also increases the chance of them becoming a brand ambassador, and sharing their experience with friends and networks.

A great B2C example of a successful VIP program is Sephora’s VIB program (Very Important Beauty). Sephora’s VIB program only unlocks after customers spend a certain amount. This means that loyal customers are encouraged to spend more in order to unlock these special programs, which, in turn, offers more incentive for customers to spend money.

3. Social Retargeting

A third successful marketing strategy is social retargeting. Retargeting occurs when a potential customer who has been searching a site moves on to other pages on the social web, or perhaps other competitors. Retargeting ads are triggered by what customers may have been searching, and can pop up on social media to help recapture interest and drive them back to a particular site. Retargeting can be especially helpful when a potential customer abandons a cart, and the ad can help remind the consumer what they left behind.

Below is a genius social retargeting example from Mon Purse. This Instagram ad not only shows examples of the products and possibilities, but allows viewers to start designing their own bag immediately, ‘Like’ the post and to ‘Follow’ Mon Purse’s Instagram page. Social retargeting ads are a great way to quickly capture interest and convert this interest into clicks and followers on social platforms.

4. Understand Your Customers

One important thing to remember when it comes to building a successful B2C marketing strategy is to know your audience – their preferences, likes, and dislikes. Knowing your typical consumer, the challenges they are looking to solve, and their ideal buyer journey, is the key to creating engaging content that helps drive clicks, conversions, and revenue.

Showpo, an Australian beauty brand, truly understands its customers and what they are looking to purchase. The Showpo edit offers readers tips on beauty, fashion and careers, along with news on celebrities and tricks on how to live an easier life.


5. Net Promoter Score Surveys

NPS (Net Promoter Score) is a tool to measure customer loyalty and predict business growth based on responses to a single question: “How likely is it that you would recommend [brand] to a friend or colleague?” It has been widely adopted as an alternative to traditional customer satisfaction research with more than two thirds of Fortune 1000 companies using it.

Showpo is also testing the use of Net Promoter Score (NPS) survey integration to gauge customer loyalty, from post purchase and customer satisfaction surveys, then providing the insight to the customer support and marketing teams. Insights derived from this data are leveraged to maximize interactions across the entire customer lifecycle, driving Showpo’s customer segmentation and further personalization of individual campaigns.


Final Thoughts

While these are just a few examples of B2C marketing programs, it’s often helpful to know what other successful brands are doing when starting to build and focus marketing strategy. It’s also important to collect inspiration and creative ideas.

What are some of your favorite B2C marketing campaigns? Let us know in the comments below.

Eager to learn more about how your organization can adopt more successful B2C marketing strategies this year? Request a free demo today! 


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