5 interesting findings from talking to 1000 consumers about retailers' marketing messages

Posted by Alegría 10 Oct 18

There has been constant talk about ‘rising customer expectations’ and the need for retailers to match Banner and social ads 2018_Organic social-min-1those if they want to be as successful as brands like ASOS and Farfetch. But 'customer expectations' is quite a broad term - what do we actually mean when we talk about it? What are those expectations? Luckily for you, we spoke to 1000 consumers to find out exactly what those expectations are, as well as the things retailers do that frustrate them and make them feel undervalued.

We've deep-dived into our findings and discovered there’s a lot that consumers want and specific ways they’d like to receive them. Below, we’ve picked out five interesting takeaways that may make you reassess your current strategy. But we sure to download the census for more on your customer’s expectations.

 

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Topics: Email marketing tips, Customer experience in ecommerce

Three Ways Astrid & Miyu Are Personalising The Customer Journey

Posted by Alegría 3 Oct 18

Screen Shot 2018-10-02 at 17.37.04Started in 2012, contemporary jewellery brand Astrid & Miyu has built itself a cult status amongst influencers and celebrities alike. Specialising in “stackable” jewellery, the brand worn by the likes of model Chloe Lloyd, influencer Lydia Millen and reality tv host Alesha Dixon, invites shoppers to express their individuality and tastes through their eclectic ranges.

Encouraging a distinct personal style has become a signature of the brand and it wanted to make sure that this was reflecting in the marketing messages - with a particular focus on creating personalised experiences for shoppers at different stages of the customer lifecycle.

Astrid & Miyu’s marketing team recognised that taking a more personalised approach to their marketing would reap rewards. But they were prevented from putting this into action by their ESP, which didn't give them any sort of meaningful customer insight or the means to segment or tailor their emails to the individual recipient. There was very little personalisation and an inability to dig into the data to truly learn about its customer.

Calling upon Ometria, the brand is now able to create more sophisticated campaigns - both newsletter and automated - that are individually personalised based on insights provided by the platform.

Shoppers at different stages of the customer journey receive emails campaigns that are specific to their interactions with the jeweller. This means they are able to create truly personalised experiences for their shoppers, increasing customer lifetime value and fostering loyalty.

“We can use the data to truly learn how the recipient wants to be engaged with, and change the layout of the campaign following insights on what is the most impactful” - Georgia Sheehan, Marketing Executive

This blog will explore three examples of eye-catching automated campaigns Astrid & Miyu have implemented. 

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Topics: marketing automation, retention marketing strategies

A Guide to Browse Abandonment Emails in Ecommerce

Posted by Alegría 28 Sep 18

In an ideal world, every person who visited your online store would become a customer.

Anyone who hit your homepage would find something on your site they couldn’t possibly leave without buying, and you could go home each night and dream happy dreams about 100% conversion rates and how brilliant you are at ecommerce. Wouldn’t that be amazing?

Of course, we know that in reality the real world can be a cruel and unforgiving place, and most people who wind up on your website (around 98%) won’t flash the cash and make a purchase.

But don’t pack up and go home quite yet! In the game of customer acquisition and activation, there are a number of clever tactics that you employ, so keep reading.

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Topics: Ecommerce email marketing, Customer lifecycle marketing

Christmas Checklist: 3 Simple Steps To Take Now For A More Personalised Festive Season

Posted by Alegría 13 Sep 18

 

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The festive period is a retail marketer’s busiest and most competitive. With the average shopper willing to spend £500 more during the holiday season, this means that the number of retailers vying for their attention is at a high, so the amount of emails in their inbox, increases rapidly.

In this frantic period, it can be incredibly difficult to ensure that the interactions are meaningful, personalised and strategy-led. But it is possible.

A sure-fire way to stand out from the batch-and blast attack of your competitors is to advance your automation and personalisation strategies. Using tactics like segmentation and dynamic content you can stand out by creating tailored messages that engage customers fatigued by the onslaught of generic content in their inbox.

Sending emails that appeal to customers on a personal level will not only have short-term gain in helping you hit holiday season targets; you’re also setting the foundation for long-term relationship building and engagement.

The tactics don’t need to be labour intensive but they do need to be prepared ahead of shopping surge. In this blogpost we are going to show you the three non time-consuming essentials for preparing ahead of time to have your christmas strategy securely wrapped up.

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Topics: marketing automation, Christmas promotion

5 reasons Lifecycle18 is unmissable if you’re a retail marketer

Posted by Alegría 5 Sep 18

Lifecycle, our annual conference, is back with a bang. After a successful run in 2017, we’ve come back with even more for you to enjoy and learn from.

With over 300 retailers in attendance, this is a great opportunity to be on the forefront of the rapidly changing world of retention marketing. So, why should you make sure you’re at Lifecycle18? Besides missing out on our brilliant playlist, we’ve compiled the top 5 reasons you should join us on the 18th September.

 

 

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Topics: Lifecycle18

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