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.

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

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

5 Marketing Channels You Should Be Personalising Right Now

Posted by Abi Davies 23 Aug 17

Over the past couple of years, personalisation in ecommerce marketing has graduated from being a relatively niche and new concept to a commonplace practice used by the majority.

The level of personalisation customers have come to expect from retailers has also evolved. A one off email using a recipient’s first name is simply no longer novel; today marketers can (and should!) adopt a cross-channel strategy that is driven and shaped by customer data.

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.

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To know what content to send each customer, and the optimal 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

6 Invaluable Lessons in Personalisation From One of the UK's Hottest Online Retailers

Posted by Abi Davies 1 Jun 17

personalised children's books from WonderblyFive years ago, four friends—Pedro, Asi, Tal and David—put their heads together to figure out how they could create a perfectly personalised children’s book using cutting-edge technology.

Combining code with copy, automation with imaginative illustration, the boys worked around the clock until they eventually had a (pretty awesome) finished product.  

After launching as Lost My Name (named after their first picture book, The Little Boy Who Lost His Name), the four founders were met with instant success—an unprecedented number of copies were sold, followed by lots of positive feedback.

Fast forward to 2017 and the retailer, now called Wonderbly, has gone from being a fun passion project to an award-winning ecommerce business with customers dotted across the globe. 

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Topics: Ecommerce personalisation, Ecommerce marketing tips, cross-channel marketing strategy, Lost My Name, Data powered marketing, Wonderbly

Ecommerce Web Form Design Best Practices: 12 Tricks for Making Your Forms Less Tiresome

Posted by Hannah Stacey 23 May 17

web form exampleHands up who actively enjoys filling out web forms?

Oh, so nobody then. Unfortunately, however, if you’re an online retailer a web form is usually the obstacle between you and an important customer action - be it a newsletter subscription, an account login or, most importantly, a purchase. 

Poor design in the sign-up and checkout process is undoubtedly a key contributor to cart abandonment rates (as well as escalating visitor stress levels), so making form-filling as easy and frictionless an activity as possible means everyone is a winner.

True, it’s never going to be an exhilarating experience, but there are a number of subtle tactics and tricks you can employ to make it seem less tedious. Here are twelve important web form design best practices.

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Topics: Ecommerce ux, Ecommerce personalisation, Ecommerce marketing strategy, Ecommerce marketing tips

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