Unexpected Lessons in Ecommerce Marketing From 8 Brilliant Bookshops

Posted by Abi Davies 12 Oct 17

In a world where Amazon is ranked number one global retailer, it was refreshing to discover that last Saturday (8th October) marked National Bookshop Day in the UK—a day organised by the charity “Books are my Bag” (BAMB) to celebrate (and protect) the existence of bookshops.

After all, where but a bookshop can you admire beautifully designed books, flick through the pages of limited edition tomes and be asked if you “need any help” by an expert in mid-twentieth century Spanish literature?

And then there’s that sense of belonging you find in a bookshop. Whether you need to hide away with a tea and some Tolkien, or hire a space for a book club, talk or event, bookshops always seem to be there for you—for the community.

But it’s not just their physical stores that booksellers are getting right: many are also doing some equally inspiring stuff with ecommerce marketing.

Here are eight of our favourite bookshops today, and the different (marketing-related) lessons we can learn from each.

Read More

Topics: Ecommerce personalisation, Ecommerce brands using direct mail, Brand storytelling, Ecommerce bookshops

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.

Read More

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

Artboard 10 B-1.png

Top Posts