There are a variety of options when it comes to marketing tactics, but one of the best investments isn’t in social media, billboards, or websites, but instead in education. Many companies take advantage of education to teach customers about their products and to keep customers coming back for more with great success.
Consider the example of education at Sephora. When a customer comes in to get her makeup done, Sephora associates use a program called Color IQ, developed by Pantone, to zap various parts of her face to match her palette. That information can be used to show a customer the makeup shades, colors, and products that will work best with her natural skin tone and coloring. Sephora also uses augmented reality in many of its stores that allows customers to test various products, like lipstick colors or blush shades, without even trying them on. Sephora also offers the program for customers to test makeup shades from the comfort of their own homes. Any makeup customer knows how frustrating it is when you spend lots of money on a product only to come home and realize the color isn’t flattering or doesn’t match like you want it to. Sephora mixes technology with trained sales associates to teach customers the right makeup shades from the beginning, leading to happier and more satisfied customers who don’t have to come back as frequently with makeup color regret.
Training and educating customers is one of the best ways to build relationships and develop customer loyalty. It not only provides valuable information to your customers to show them how to use the product, but it also can show them more ways to use your products than they could have previously thought. Education is valuable across numerous industries—if a customer buys a product but doesn’t know how to use it, it can cause frustration and lead to the customer purchasing a replacement product from a competitor or prevent them from purchasing from your company in the future. However, if you take the time to educate your customers, they can see the true use for the product and become brand advocates. Customers want the chance to learn, especially about products they are interested in and passionate about, which means they will often keep coming back for more. Education is an investment in your customer base and can lead to rich rewards of engaged and satisfied customers.
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