How Instagram’s ‘checkout’ impacts retail marketers

Posted by Alegría 21 Mar 19

Picture-sharing social giant Instagram, has taken itself a step further towards being a viable luke-van-zyl-571729-unsplash copycommerce platform by now adding in-app checkout to the customer journey.

Starting with a few select brands such as Adidas, Burberry and Colorpop Cosmetics, and integrating with ecommerce technology like Shopify and BigCommerce, those browsing in the app will be able to make a purchase from a picture, checking out without being redirected the site of the seller.

This is a massive feat for the seamless customer journey and, with the route to purchase shortened, a high conversion for brands is sure to follow.

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Topics: cross-channel marketing, instagram

5 Marketing Channels You Should Be Personalising Right Now

Posted by Abi Davies 23 Aug 17

personalized marketingOver the past couple of years, the level of personalisation customers expect from retailers has rocketed.

A one off email using a recipient’s first name is no longer novel; today, marketers can (and should) adopt a cross-channel strategy that is driven and shaped by the customer.

What does this actually look like?

Well, instead of a customer receiving generic campaigns/messages that in no way resonate with them individually, they will receive the right message at the right time and on the best marketing channels for them.

To know what to send each customer, and the optimal time and marketing channels to do it, marketers will first need to have access to the following pieces of data:

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Topics: Ecommerce personalisation, cross-channel marketing, cross-channel marketing strategy, dynamic content, Segmentation in ecommerce marketing

How Brands Are Using Data to Create Cutting-Edge Direct Mail

Posted by Abi Davies 27 Apr 17

Direct Mail 101During the early noughties, retailers cut the amount of direct mail they were sending customers. Why? Because, following the onset of digital marketing, the idea of investing huge amounts of time and money in sending catalogues to an entire customer base seemed silly.

So why is this vintage marketing hack now making an epic comeback? 

To begin with, there’s the obvious point that it’s only human nature to enjoy receiving tangible gifts or handwritten notes in the post. Just look at the Dear You Project, a project set up by an Italian designer who missed good old fashioned letters so much she decided to send 80 letters to 80 unknown addresses and share the journey on social media.

But nostalgia isn’t the only reason. The primary reason direct mail is cool again is because of data; vast sets of data which can be accessed, consolidated and stored in one platform, ready for a marketer to segment and form what we now call the single customer view (SCV).

By having a detailed understanding of each and every customer, marketers today can rest assured their direct marketing is being sent to the right group of people, at the right time, in order to bring about a specific action.  

To give you some inspiration, here are six examples of brands using data and technology to send awesome direct mail.

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Topics: Ecommerce marketing strategy, Ecommerce marketing tips, cross-channel marketing, Ecommerce brands using direct mail

Cart Abandonment 2.0: What a Great Campaign Should Look Like in 2017

Posted by Abi Davies 23 Mar 17

It is a truth universally acknowledged that an ecommerce marketer in possession of a high cart abandonment rate must be in want of a kickass campaign.  

But what does a kickass cart abandonment campaign actually look like today? After all, almost half a decade has passed since we first started talking about this ecommerce marketing hack, and what was considered cutting-edge back then will likely be old-hat by now.

From dynamic content to cross-channel campaigns, this blog post has been written with the goal of showing all you hungry marketers how to take your cart abandonment emails from this …

cart abandonment email

… to this:

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Topics: Ecommerce customer retention, Ecommerce marketing strategy, Ecommerce marketing tips, cross-channel marketing, cart-abandonment campaign

Smart Ways Retailers Are Using Online Marketing to Encourage Offline Store Visits

Posted by Abi Davies 15 Mar 17

brick and mortar meets ecommerce According to Deloitte, 2017 could experience another “tipping point” in ecommerce—thanks to the “ambitious growth agenda” of stores operating solely online.

As a result of this, the physical retail store of today is having to be “reimagined for the digital consumer”, and is likely to focus on either “inspiration or convenience” in 2017.

But could ecommerce marketers be doing anything to help the health of its physical counterparts? And we’re not just talking about brick and click retailers, but also pure play brands promoting pop-ups, studios and more.

A quick scan of our inbox tells us that, actually, many brands already are (albeit some much more than others).

Listed below are five ways retailers are using online marketing to drive offline footfall, starting with a few simple tactics before moving onto more data-driven hacks.

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Topics: Ecommerce email marketing, cross-channel marketing, dynamic content, ecommerce vs brick and mortar

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