As the New Year heaves into view, we've taken a step back to revisit some of our most popular blog posts published in 2017 - with a few of our favourites from elsewhere thrown in for good measure.
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)?
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 ⭐ .
Topics: Ecommerce marketing resources, Ecommerce customer retention, Ecommerce personalisation, Ecommerce marketing strategy, Ecommerce marketing tips, AI in ecommerce marketing, product recommendation engines
In the summer of 2016, 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)
- the customers 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 a couple of years 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. (For the better, of course.)
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:
- Subject line, preheader text, content and product recommendations
- Calculating the optimal send-time
As 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.