Segmentation or personalisation: which and when?

Posted by Alegría 30 May 19


As retail marketers work towards creating tailored experiences for their customers, quite often there is a little confusion around the best way to truly create an memorable customer experience - when do you segment to serve a specific customer group? Is it better to personalise based on the individual customer? 

With customer expectations continuing to shift and rise to meet the levels of brands like Amazon, Netflix and Deliveroo - where do retailers start and how do they decide what to do?

This blog post aims to discuss where and when is the best time to use either personalisation or segmentation. 

To read how to get started with personalisation and scale it to your brands needs - read our post here. For more on how to personalise in line with your brand's need, check out our latest download "One size fits none: the retail marketers's guide to newsletter personalisation" and discover how to tailor your broadcast emails in a time of batch-and-blast. 

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Topics: Ecommerce technology, Ecommerce marketing strategy

Three simple first steps to personalising your newsletters

Posted by Abi Davies 9 Feb 17

first steps to personalisation From publishing houses to museums to music streaming services, making marketing as personalised as possible has become a priority for organisations across the globe.

As we all know, ecommerce brands are no exception; and as machine learning continues to get smarter, so expectations for 1:1 personalisation in email marketing continue to rise.

A hero image that automatically changes according to a recipient’s gender? Product recommendations based on the local weather forecast for a customer’s geographical location? A countdown to Valentine’s Day that’s optimized according to open-time?

The ecommerce newsletter of the future knows few boundaries, but is it actually attainable? Thanks to dynamic content, the answer is “yes”: it is.

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Topics: Ecommerce technology, Ecommerce news, Ecommerce marketing strategy, Broadcast email for ecommerce

4 big lessons in personalisation from the experts

Posted by Abi Davies 15 Dec 16

tips Last week, we published a roundup of the biggest ecommerce marketing trends predicted for 2017. Unsurprisingly, one of the overriding trends to emerge from the report was more investment in personalised marketing.

The importance of sending the right message to the right customer at the right time (and on the right channel) is something industry experts unanimously agree with. From brandwatch to PracticalEcommerce, almost every report we’ve come across has forecasted an even bigger personalisation push next year.

And yet, as wonderful as personalisation is, how easy is it to actually implement? As the fifth century Buddhist monk Bodhidharma pointed out: ‘All know the way, few actually walk it.’

Whether they lack access to the right customer data or don’t have the time or resource to use that data, ecommerce marketers currently face a number of obstacles preventing them from making their marketing material more bespoke to each customer.

Luckily, there are ways to break down these barriers - or at least circumnavigate them  - many of which were discussed during a panel discussion at our Lifecycle conference in October.

From starting small to convincing stakeholders to invest in the right tech, here are four lessons in marketing personalisation from four retail experts - all at different stages of the personalisation journey.

Video footage of the panel discussion can be found at the bottom of this blog post. 

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Topics: Ecommerce technology

What does Snapchat offer ecommerce marketers?

Posted by Abi Davies 6 Oct 16

The_Live_Lookbook___Misha_Nonoo_Fall_2016_On_Snapchat.pngFounded by Evan Spiegel (who, by the way, was born in the 90s👶) in 2011, Snapchat was once the reserve of selfie loving teenagers and party-animal students. Fast-forward five years and this is simply no longer the case - the brand reaches 41% of all 18 to 34 year-olds in America on any given day.

Snapchat’s relationship with ecommerce has developed from a commitment-free fling to a full-blown marriage over the past couple of years. From the Snapcash payment feature launched in 2014 to February's annoucement that the company is "developing its own ecommerce platform", it's a relationship that's constantly in flux.

For this post, we're going to focus on how Snapchat can help ecommerce marketers promote their brand - starting with the basics and then moving towards more advanced and payed for features.

We'll cover:

  • Why your Snapchat name is so important
  • How to tell your brand's story via the app's free Stories feature
  • Snap Ads
  • Sponsored Lenses
  • Sponsored Geofilters 

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Topics: Ecommerce technology, Ecommerce news, Ecommerce branding, Snapchat, cross-channel marketing

Why are retailers still not using web push notifications?

Posted by Abi Davies 3 Oct 16

One year ago we wrote about the arrival of web push notifications and their potential to help retailers target subscribers with relevant marketing messages.

Time has passed, but little has changed. Web push notifications still have a lot of potential, but retailers just don’t seem to have embraced them yet.

This blog post will tackle why that is, and take a look at what ecommerce marketers are missing out on in the process.

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Topics: Ecommerce technology, Ecommerce marketing strategy, Ecommerce marketing tips, web push notifications

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