Abi Davies

Recent Posts

6 Examples of Enticing Experiential Marketing by Retailers

Posted by Abi Davies 22 Jun 17

Yoga event in-storeIn the battle to win unwavering customer loyalty, one thing's for sure: simply selling at people all the time just isn't going to cut it these days. 

And while the rise of online content marketing initiativessuch as influencer marketing, blogging, offering style advice (check out this blog post for some cool examples)that aim to win consumer affection for being helpful or informative has undoubtedly reached the retail mainstream, brands are moving this concept into the offline world too. 

From free yoga classes to wine-tasting events to coffee popups, the benefits of experiential retail marketing are clear: not only do they foster a deeper connection between retailers and their customers by encouraging shoppers to buy into a brand lifestyle, but they also bring great benefits such as:

  • Word of mouth marketing: While consumers are unlikely to talk to all their friends about an unremarkable trip to the shops, cool in-store experiences can help create a buzz around your brand to spread the word.
  • User-generated content: Linked to the above, creating designated hashtags and encouraging consumers to share their experiences on social can provide brands with a wealth of user-generated content that can further be used in their marketing campaigns.
  • In-store footfall: While direct selling may not be the name of the game, the additional footfall created by in-store events can have a knock on effect on sales.
  • Customer data: Offline events give brands the unique opportunity to look beyond a customer’s transactional data and get to know them more as people. All of this information can subsequently be used to send more interesting, tailored content. For example, a womenswear brand might host an in-store yoga workshop; after the event, the marketer could use attendee data to both enrich these customers' profiles (that they're interested in yoga, for example) but also create tailored follow-up marketing campaigns to encourage purchasing afterwards (a dedicated yoga-themed mailout with a special offer, for example).

And so, without further ado, here are six brands hosting awesome in-store experiences.  

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Topics: Ecommerce events, Ecommerce content marketing, ecommerce blog posts, Collecting offline data

Eight Social Media Stories You Might Have Missed Recently

Posted by Abi Davies 12 Jun 17

Social media update There’s no denying it: between work meetings, to-do lists, presentations and mandatory tea breaks, it can be difficult to keep up-to-date with the constant stream of updates from social media giants like Facebook, Instagram, Pinterest, Snapchat and Twitter. 

As we approach the halfway mark of 2017, we thought it would be a good time to create an inventory of all the key changes to have taken place over the past few weeks.

Did we miss any? Let us know by leaving us a comment. 

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Topics: Ecommerce social media, social commerce

6 Invaluable Lessons in Personalisation From One of the UK's Hottest Online Retailers

Posted by Abi Davies 1 Jun 17

Lost My Name Five years ago, four friends—Pedro, Asi, Tal and David—put their heads together to figure out how they could create a perfectly personalised children’s book using cutting-edge technology.

Combining code with copy, automation with imaginative illustration, the boys worked around the clock until they eventually had a (pretty awesome) finished product.  

After launching as Lost My Name (named after their first picture book, The Little Boy Who Lost His Name), the four founders were met with instant success—an unprecedented number of copies were sold, followed by lots of positive feedback.

Fast forward to 2017 and Lost My Name has gone from being a fun passion project to an award-winning ecommerce business with customers dotted across the globe. (To see its latest personalised book, check out this blog post!)

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Topics: Ecommerce personalisation, Ecommerce marketing tips, cross-channel marketing strategy, Lost My Name, Data powered marketing

Four Ways You Can Start Using AI in Your Marketing Today

Posted by Abi Davies 25 May 17

AI in ecommerce marketingFrom Facebook’s (slightly spooky) facial recognition functionality “DeepFace” to Amazon’s intelligent personal assistant Alexa, over the past couple of years artificial intelligence (AI) has become ubiquitous—part of what many would consider everyday life.

… Or has it?

Whilst AI has become commonplace among technology giants like Google, Instagram and Microsoft, for most marketers it’s still uncharted territory—something encountered regularly outside of work (e.g. Netflix recommendations), but rarely inside.

This is mainly down to a lack of knowledge and transparency; historically, AI has been something only talked about by experts in the field, and consequently the language surrounding it is (even now) pretty arcane and, at first glance, intimidating.

To get to grips with the lingo, download our ebook: A no-nonsense guide to ecommerce marketing, here.

But this is all changing. AI is becoming accessible to almost all industries—especially ecommerce marketing.  

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Topics: artificial intelligence and marketing, AI in ecommerce marketing, AI marketing

Why Preference Centres Are More Important Than You Think

Posted by Abi Davies 19 May 17

As the name suggests, preference centres are a place where a subscriber or account holder of a brand can manage their communication preferences, as well as update their personal information (such as name, email, home address etc.).

Preference centres can usually be found in: a welcome series, an email footer or the “My Account” tab on a website.

preference centre guide for ecommerce marketers

From academia (e.g. Harvard Business Review) to journalism (e.g. Stylist magazine’s Emerald Street), today preference centres are used by industries across the board. However, for one reason or another (price? reputation for being a bit boring …?) there are still a number of ecommerce marketers that seem reluctant to invest in—or at least promote—their own.

In this blog post, we’ve taken a look at four big reasons why preference centres actually deserve way more kudos (and care!)—backing up each point with examples from ahead of the curve ecommerce brands that are already nailing it.

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Topics: Ecommerce email marketing, Ecommerce preference centre, Email preference centre

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