1. Communicate as if you've known each other for a long time, but carefully.
Brands are too ambitious to think that a barrage of emails, phone calls, or “exclusive” offers will keep customers engaged. In reality, people don’t like being addressed with catchy phrases or “technologically personalized” ads.
It’s better to focus on building a sensitive relationship with the client. Hermits value personal contact above all. As many as 58% of consumers say they like it when brands reach out to them in messages with truly personalized sales, coupons, and offers.
The key to success is not to overdo it. Keep in mind that hermits don’t like pushy sales – provide them with information and let them decide for themselves.
Hot Topic, a chain of cult stores in the US, wanted to make its text messages more friendly and less pushy. Using artificial intelligence, the brand personalized abandoned cart reminders for each customer.
Instead of the message just saying "We've added the product to your cart," it feels like your friend is telling you, "Hi, the Kuromi plushie you liked is still in your cart, waiting for you. Don't let this cute companion get away. Save him from loneliness."
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Marketing and PR
«Marketing in healthcare»
Jiří Pernický
Marketing Director of Gemini Eye Clinics and Opticians
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2. Instead of collecting cookies, ask
Hermits care more about their online security than anyone else. You want to collect data and provide better personalized services, and your website visitors see a banner about cookies and think:
You can try a different approach: 62% of consumers said they don't mind sharing information when companies ask them about their preferences via messages.
For example, if you’re a clothing brand, ask your followers about their seasonal france phone number data plans. Then, based on the answer, recommend clothing. If you sell pet products, ask your followers if they have a cat or a dog, or both. Then offer an exclusive – like a heated dog bed. Here’s how Petmate (USA) did it:
3. Be honest about what you are selling
Hermits are a bit like zoomers in that they want an experience that is not only affordable but also meets all their requirements. Yes, they care about costs, fees, and surcharges, but there’s more to it than that. They look at the big picture—whether a service or product is useful, of high quality, and worth their time. If so, they’ll buy it.
Make sure your website has a detailed product description, features, videos, images, and price. Tell who your product is for, explain with examples how it can be used, and include real customer stories. Along with the benefits, mention the drawbacks you plan to eliminate.
Honesty = trust and trust = loyalty and more sales
On Patagonia 's website you will find not only detailed product descriptions with prices, 3D images and videos, but also information about where, what and how the clothing was made. This means that when you buy a T-shirt, you can find out where the cotton used to make it is grown, how it is transported, in what conditions it is stored, etc. This information is provided as part of the Footprint Chronicles project, which the company launched back in 2007. You can find out more in the video:
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