Three Big Trends Set to Dominate the Retail Marketing Scene in 2018

Posted by Abi Davies 12 Dec 17

Seventeen years ago, few people had heard of ASOS and Net-A-Porter, and Farfetch was still just a twinkle in José Neves’s eye. 

It was the beginning of the noughties, and Christmas shopping meant waking up at the crack of dawn, wrapping up warm and battling the elements in order to get hold of the right gifts for loved ones in time for Christmas Day.

Oh how things change. From interactive gift-guides to next-day delivery to click-and-collect, today shopping is more fun than frantic—and with French label Céline finally entering the ecommerce sphere this month, luxury brands are also quickly catching up. 

But, whilst the fact ecommerce is developing at such an unprecedented pace is no bad thing, how can retail marketers stay on top what’s expected of them (and the industry at large)?

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Topics: Ecommerce marketing tips, AI in ecommerce marketing, Ecommerce predictions for 2018, What will be big in ecommerce marketing in 2018

7 Product Recommendation Engines (and When to Use Them)

Posted by Abi Davies 4 Oct 17

Recommendation engines are difficult to get right (and not something you want to get wrong—unless you don’t mind ending up in Private Eye’s “Malgorithms” column).

But this doesn’t mean you should shun product recommendations altogether; on the contrary, in an industry dominated by personalisation, your brand should be investing more time and energy in making them accurate (and in no way annoying).

In this blog post, we’ve taken a look at seven different recommendation engines that can help you do just that. Whilst each one can be used in different ways for different emails (broadcast or automated), there are certain instances where specific engines lend themselves particularly well to specific campaigns; where this is the case, we’ve made a note using a ⭐ . 

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Topics: Ecommerce marketing resources, Ecommerce customer retention, Ecommerce personalisation, Ecommerce marketing strategy, Ecommerce marketing tips, AI in ecommerce marketing, product recommendation engines

How to Revitalise Your Replenishment Emails

Posted by Abi Davies 30 Aug 17

Replenishment email 2.0In the summer of last year, we published a blog post on replenishment emails, looking at:

  • what they are (automated, data-driven emails reminding a customer to reorder consumable product/s when they are about to run out) 
  • who they are targeted at (those who have bought consumable products) 
  • why they’re so important (they have an average open-rate of roughly 40 per cent) 
  • top-notch examples from leading brands sending them

Fast-forward over 12 months, and some things have stayed the same; replenishment emails are still incredibly important, helping retailers retain existing customers (and not lose out to competition!) by making it easy as pie for them to shop again.

Other things, however, have changed. The level of personalisation consumers today expect from all forms of ecommerce marketing has rocketed (according to our research, 72 per cent of consumers find it frustrating when they receive emails featuring products that are not of interest).

In this blog post, we offer an update on the art of the replenishment email, taking a look at:

  1. Subject line, preheader text, content and product recommendations
  2. Calculating the optimal send-time

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Topics: AI in ecommerce marketing, replenishment email campaign, ecommerce marketing automated email, replenishment campaigns

Four Big Ways AI Can Improve Customer Experience in Online Retail

Posted by Abi Davies 29 Jun 17

customer experienceAs explored in our latest ebook, A no-nonsense guide to AI in ecommerce marketing, it’s only a matter of time before machine learning algorithms take over certain parts of an ecommerce marketer’s job.

…But not all parts—some will always need the human touch. Does that include providing a kick-ass customer experience?

Nothing can replace what human beings bring to the creative side of marketing (at least for now).

That said, it’s inevitable that artificial intelligence will have its part to play—but this is something to embrace, not fear. Because machines are created to help marketers, not replace them completely.

From predictive replenishment to taste profiling, here are four ways AI can—and will— improve your brand’s customer experience.

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Topics: Ecommerce customer retention, AI in ecommerce marketing, Ecommerce customer service

Four Ways Ecommerce Marketers Can Start Using AI 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 computer science 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.  Listed below are four ways your brand could be using AI to augment its marketing right now.

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

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