How Successful Customer Profiling Bolstered RTACabinetStore.com to an 8-Figure Business
January 21, 2016 90 min read
Customer profiling and customer focus the best way to ensure customer retention. If you can hone your business to market toward a specific niche, that consumer group will not only be a repeat customer, but also share their experience of your store. Gary Nealon from RTACabinetStore.com not only devised a way to retain his customers but the purposefully targeted customer profiles and marketing provides his customers with exactly what they’re looking for. Because of this, RTACabinetStore.com has been growing exponentially, earning them a spot on Inc.’s 500 for the last four years.
In the Eighteenth episode of Skubana’s E-Commerce Mastery Series where we invite experts of their respected fields to share their best practices for success, our host, Dr. Jeremy Weisz of InspiredInsider.com interviews Gary Nealon of RTACabinetStore.com.
What this interview covers:
- The importance of catering to your niche and focused consumer base
- How different social media avenues need to be focused over other depending on your product
- How CTACabinetStore.com was invited to be a part of over 80 different television programs through effective marketing and guerilla marketing.
- Overcoming shipping obstacles when delivering heavy kitchen cabinets and other parts
- Focusing your efforts on your favorite parts of running a business and leaving other responsibilities to your employees or outsourced freelancers.
Raw Transcript: Gary Nealon of RTACabinets.com
[00:02:00] Probably the thing that really boosts our sales and kind of honed in, not only reducing our costs, but kind of getting us a better message, was when we really focused on the avatar of our ideal customer. When we first started out, it was kitchen cabinets. We were just trying to sell kitchen cabinets. When we really sat down and thought about it, we really had more than one customer. We had essentially five different types of customers. So we were using the same message to speak to five different people. It wasn't resonating as well as when we actually honed in on what each individual customer was looking for and then had a custom message created for them. Once we did that, not only did it drop our advertising costs, but it really helped our conversion rates because we were speaking specifically to them instead of just talking to a general audience.
[00:09:25] Actually . . . [customer focus] kind of is a launching pad for everything else you do too, because even when you're running ads, or you're thinking about how to target people on Facebook ads or Pinterest or whatever, knowing what your ideal customer is, it makes it a lot easier to narrow down the costs and the market base that you're focusing on. So instead of just running generic ads to a wide . . . to eight million people, you can have really tailored messages to maybe 10,000, 15,000, and it's gonna drop your costs. Your conversion rates are gonna go up, and everything is gonna be improved, just by doing that. See, I think it's one of the most important aspects. Maybe when you're first starting, it's not because you're trying to get traffic through the door, and you're just trying to hone your message. But at some point, that has to become a major focus.
[01:01:20] Yeah. So our kind of sales cycle, depending on which funnel they come through, will start with the download. So they'll come in. They'll download the free design guide, which will help them kind of figure out which direction they want to go in and help them kind of sketch out their design. Throughout that process, then we'll try to push them into some of the other stuff, either using a design tool or talking to one of our kitchen designers. So we always try pushing them up the ladder, to either get in front of somebody or get them on the phone. Once we get them in that process, we start really focusing on how do we get them up to a total price. Let's get them into a quote. Once we get them in a quote, we start doing some re-marketing and re-targeting, like, "Hey. We saw you put this into a car. How do we get that transaction completed? What do we have to go through? Is there a time difference?" One of the things with our product that's unique is somebody may come to our site and purchase today, or they may not purchase for nine months. So we have a really long window between our buying cycle. You have to keep in front of them and just keep reminding them that, "Hey. You really like those cabinets. What do we need to do?" It's really a soft sell. We don't try to be pushy, but we just keep trying to up them up.
[01:17:15] Lesson to end with is, I think, kind of what we started with. Get to know who your real customer is. You can figure that . . . If you're really in e-commerce, and you want to build a business instead of just sell products, easiest way to turn it into a business is to make sure you know who your customers are and talk directly to them. Don't just think that you have to advertise to everybody. Focus in on the ones that are your true customer base, and your conversions and your sales are gonna go through the roof.
Be sure to utilize this real insight from a real marketing expert to help your e-commerce business grow and succeed. Stay tuned - this will be an ongoing weekly series featuring a variety of e-commerce experts looking to provide you with hard-won knowledge free of charge.
Work Smart. Sell More.
Written By Chad Rubin
Chad Rubin is the co-founder and chief executive officer of Skubana, a multichannel e-commerce software the enables brands to unlock growth by unifying their back-office operations.