Before closure: collect customer data

Ideally, you will already have an extensive, reliable, and up-to-date CRM system. Even if you don’t, you can seize the opportunity of a shop closure to collect customer information. For example, via a customer origin survey at the checkout, a questionnaire, or a customer loyalty campaign. Address, post code and street number, and any other contact details (e-mail address, telephone number) are essential to be able to re-dispatch customers at a later stage. 

“The more you know about your customers, the higher customer retention will be after a closure.”

By then linking contact details to the visitors of your digital channels, you will create an insight into your customer’s digital profiles: which customers have you already connected directly to your online channels and which customers need an extra push? “The more you know about your customers, the higher customer retention will be after a closure.”

During closure: targeted retention campaign

When your shop closes, a customer retention campaign will be your greatest asset. Before you start, it is essential to get a good insight into the interaction between physical and online. and customer behaviour.

“Direct your customers to your remaining shops.”

What is the impact of the vicinity of your other shops on your customers? If your customers live close enough to one of your remaining shops, direct them to it. You can direct customers who live too far away from an alternative shop to your online shop.

Customers who were not directed online before the shop’s closure will be the first to be snapped up by your competition. Help them to become familiar with your online shop through targeted discounts, vouchers, personal assistance the first time they use it, etc.

Match the media channel and investment to the value of your customer. Your most loyal customers warrant the biggest budget. For some customers, the personal touch, such as a phone call or e-mail, may even be worth it.

After closure: visibility, evaluation, and digitisation

Before closure, your physical shop. ensured brand awareness. With the disappearance of visibility and thus brand awareness in the area, you will have to look for alternatives. Billboards can be a way of compensating for some of the loss of visibility. A more future-proof way is digital advertising in the postcode areas near the closed shops. That way, you will also retain your customers in the long-term whilst ensuring an influx of new customers. 

“All the efforts you make now to collect customer data, will pay off in the future.”

Evaluate the impact of a shop closure. If you were successful in directing your customer behaviour and therefore limiting your customer loss (churn rate), there is a good chance that you can safely close more shops and work towards optimising your sales network..

Keep working on digitalising. your customers. In fact, digital customers. are your most loyal customers, as our many years’ experience with retailers and service providers shows. Don’t just sit back and do nothing until you close a shop but start straight away. All the efforts you make in this area now will pay off in the future!