In the lush jungle of e-commerce, blending in might save you from predators, but it sure as heck won’t help you catch the eye of your potential customers.
I’ll never forget the first time I saw a peacock. I was about 5. It spread its tail feathers, I cried, and I still don’t really think I appreciate peacocks the way they deserve. BUT, I’m already emotionally invested in this analogy so we’re going to see it through to the end.
It’s time to spread those feathers, folks. Let’s talk about not just standing out, but doing it in a way that turns first-time buyers into loyal fans who can’t wait find other people to admire your business’s tail feathers.
Why Be a Peacock in a Land of Chameleons?
Peacocks are unapologetic about their brilliance. They flaunt their feathers to show potential mates what they’re made of. When it comes to marketing, your “feathers” are your unique selling points—those aspects of your product and customer experience that set you apart from everyone else. It’s not just about being loud though; it’s about resonating with your audience so profoundly that they can’t help but come back to you again and again.
Consider this: a mere 5% increase in customer retention can boost your profits by 25% to 95%, according to research by Bain & Company. Why? Because repeat customers are (literally) the gift that keeps on giving. They purchase more frequently and spend more than newer customers and are far easier to sell to than someone new. In fact, the success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a new customer is 5-20%, according to Marketing Metrics. That’s a HUGE difference!
After those stats, I’m going to assume that you’re sold on this concept and that you’re interested in figuring out ways to take advantage of your newfound knowledge. Here are a few ways to “peacock it up” for your customers…
The Peacock Strategy: Stand Out by Enriching Lives
- Exceptional Products: Forget the mediocrity. Your product shouldn’t just fill a gap; it should create a new standard. Apple didn’t become a tech behemoth by making ‘okay’ products. They designed devices so sleek, intuitive, and enviable that customers camp out to get them first. Be the Apple of your niche. How can your products provide a transformative experience that will leave your customers thrilled to have discovered you?
- Stellar Customer Experience: Every touchpoint with your customers—from your website to customer service—should scream excellence. Zappos built its empire on a foundation of outstanding customer service. They didn’t just sell shoes; they delivered happiness, free shipping both ways, and a 365-day return policy that made buyers feel secure and valued. What steps can you take to level up your customer service experience today?
- Personalization: Leverage data to offer personalized experiences. Amazon’s recommendations? They aren’t just guessing. Their algorithms predict what you might like based on past behavior, making each shopping experience uniquely tailored. According to a study by Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. What do you know about the interests, dreams, fears, and goals of your customers? Start here and build experiences that leverage your knowledge of your customers.
- Community Engagement: Build a community around your brand. Engaged customers are happy customers. They’re also your most effective marketers. Harley-Davidson doesn’t just sell motorcycles; they sell membership to an iconic lifestyle. Their owners’ clubs and events create a sense of belonging, transforming customers into brand ambassadors. How can your product inspire a sense of community and belonging for those that purchase from you?
From Customers to Champions: The Peacock Effect
Happy customers don’t just come back; they bring their friends. They post about their purchases, leave glowing reviews, and recommend your products. This isn’t just nice to have; it’s a powerful growth strategy. According to Nielsen, 92% of consumers believe suggestions from friends and family more than advertising.
But here’s something even more mindblowing, turning customers into brand ambassadors is cheaper than acquiring new ones. It costs five times as much to attract a new customer than to keep an existing one. Your costs related to loyalty programs, referral incentives, consistently great experiences, personalized experiences, and incredible customer service aren’t just overhead…They are investments into your brand’s future that can transform your customers into a 24/7 volunteer sales force.
In Conclusion: Don’t Just Stand Out, Shine
So, are you a peacock or a chameleon? In the digital forest, where everyone is fighting for attention, be the one that doesn’t just show up, but shows off—responsibly, sustainably, and irresistibly. Because when you dazzle with quality, the world doesn’t just notice…it leans in, listens, and loyally follows.
Spread your tail feathers, show your true colors, and let your customers do the crowing.