Archive for the ‘ Retail ’ Category

Winning Content and Customer Experiences

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns. Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX: 90% – Desktop…

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns.

Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX:

  1. 90% – Desktop website experience
  2. 86% – Mobile website
  3. 85% – Email
  4. 79% – Telephone support / sales
  5. 77% – Digital advertising
  6. 76% – Social media

 

Content distributed through these touchpoints tends to perform better if it falls within these categories:

Best performing content is 3 times more likely to be emotional. Perhaps this is stating the obvious, but content that provokes excitement, anger, hope, sadness, or anxiety get our attention. Pulling on heartstrings still works and cements the experience in our minds.

Content with rankings and comparisons drive more engagement. This airport rankings comparison is an example of easy-to-digest content that pulls in readers to find which detail is important to them.


Combine relevant topics with familiar touchpoint data. For example, people know and understand Instagram. If travelers are looking for top points of interest in a state they want to visit, this chart gives a quick snapshot using a reputable platform’s crowdsourced data.


Knowing and targeting your audience is crucial to delivering your valuable content through the most engaging touchpoints. People don’t want to see every offer or message from every brand. Content and CX strategies that match the desires of your best customers will give your content the highest value in their minds. Hyper-targeting audiences based on demographics, past behavior, purchase history, geography, and lifestyle interests delivers the customer experience your audience wants.

Personalizing the experience should be done wherever possible. Strategies can include discounts based on browsing history, greeting people by their name in emails, or tailoring offers to micro-segments. This is a huge part of the overall customer experience and can add real value to the bottom line:

  • 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant (Digital Trends)
  • 86% of consumers say personalization plays a role in their purchasing decisions (Infosys)
  • 45% of online shoppers are more likely to shop on a site that offers personalized recommendations (Invesp)
  • 40% of consumers buy more from retailers who personalize the shopping experience across channels (Monetate)
  • 80% of consumers like when retailers emails contain recommended products based on previous purchases (Listrak)

Marketers have an opportunity to set their brands apart by offering better digital experiences and more relevant content. A study by Accenture revealed that “customer experience is at the heart of digital transformation”. 56% of companies look at the impact of digital in relation to customer experience and 80% of firms use third-party providers for at least one part of their digital transformation. The report also said that, “Companies are focusing on digital channels to make customer interactions more engaging: 63% are planning to enhance their online experience, 46% are looking to add or improve their mobile offerings, but only 39% want to improve their in-store experience.” Consumer preferences are clearly driving how brands change the way they distribute content and create digital experiences.

 

This post is based on articles from MarketingLand and Business 2 Community

Millennials Find Products via Email More Than Other Age Groups

  Millennials are using retailer emails more than other age groups to find products and services. 43% of Millennials have increased engagement with retailer emails the past six months compared to 32% of other shoppers, according to Epsilon’s new shopper behavior study. This isn’t too surprising because Millennials check email more than other age groups,…

 

Millennials are using retailer emails more than other age groups to find products and services. 43% of Millennials have increased engagement with retailer emails the past six months compared to 32% of other shoppers, according to Epsilon’s new shopper behavior study. This isn’t too surprising because Millennials check email more than other age groups, and do it on their mobile device which is the more effective context for email engagement. We expanded more on those details in this post: This is How to Reach Millennials

Not only are they using email more than ever to research and influence purchase decisions, but have also turned to other “old school” channels the past six months:

  • 47% of Millennials used more printable coupons in the past six months compared to 34% of other shoppers.
  • Nearly 53% of Millennials used daily deals compared with 34% of others.
  • Almost 56% of Millennials increased their use of price comparison sites.
  • 51% of Millennials also increased direct searches to brand sites.

 

Post based on AdWeek article.

Consumers Want Your Advertising

  Digital advertising has been hit hard lately with all the buzz about ad-blocking software claiming to create an ad-free experience for everyone. New research from MarketingSherpa suggests consumers don’t actually hate advertising, they just have preferred ways of receiving that communication from brands. Only 8% of the consumers researched said they didn’t want to…

 

Digital advertising has been hit hard lately with all the buzz about ad-blocking software claiming to create an ad-free experience for everyone. New research from MarketingSherpa suggests consumers don’t actually hate advertising, they just have preferred ways of receiving that communication from brands. Only 8% of the consumers researched said they didn’t want to receive marketing, while each respondent cited a preferred way of discovering new products. More than one-third of those surveyed said email is their preferred way of communicating with brands on their smartphones.

“This may be somewhat surprising to some, as when mobile marketing is talked about, email is sometimes not included,” said MarketingSherpa director of editorial content Daniel Burstein. “Buzzier topics like location-based marketing—iOS iBeacon, for example—and apps tend to get the most attention.”

 

infographic-preferred-promotions-01-2015

 

Post based on Ad Age article.

5 Holiday Email Marketing Ideas

The holidays are coming, and with them comes the opportunity to increase holiday sales. The trick is to get your offers and promotions in front of the right audiences (those most likely to buy) at the right time. Retailers have proven that email marketing is one of the most effective tactics for achieving this; last year, more than 83% of major online…

The holidays are coming, and with them comes the opportunity to increase holiday sales. The trick is to get your offers and promotions in front of the right audiences (those most likely to buy) at the right time. Retailers have proven that email marketing is one of the most effective tactics for achieving this; last year, more than 83% of major online retailers increased their email volume during November and December. Here are five sets of ideas for maximizing the ROI from your 2012 holiday campaigns:

1. Target early bird shoppers with time-limited deals.

Early bird shoppers are organized consumers who know what they want. This group is looking for deals and want to beat the avalanche of holiday shopping to come. They’re shopping now! Appeal to them with special offers:

  • Create urgency with a “Limited Time” offer
    (i.e., Save 20% before Dec. 10)
  • Offer a free gift with purchase while supplies last
  • Announce special pre-holiday hours
  • Invite them to beat the rush and sales

2. Make your emails stand-out for big-time shoppers. Holiday shopping enters the period of peak orders and revenue highs from November to mid December, as the big time shoppers start spending. Competition can be tough during this time, so make your emails stand out in the inbox with these ideas:

  • Send an offer with a “Hurry Before Offer Expires on December 5” – it’s been proven that a simple “Hurry get it before it expires offer” goes a long way toward increasing store sales.
  • Create a series for Hanukkah or the 12 Days of Christmas, and present a new offer/gift idea each day.
  • People like lists. Try “most popular products” or “top 10 gifts under $20.”
  • Remind shoppers that you offer gift cards and gift certificates for those hard-to-buy-for friends and relatives.

3. Make it easy for last-minute shoppers. Research and experience show that many holiday shoppers wait until the last minute to purchase their gifts. This period of holiday shopping is called the “Last Minute Frenzy,” and starts mid-December. Schedule a few emails in December that’ll speak to this audience by offering easy, last-minute gift suggestions and mentioning benefits:

  • Most popular products list
  • Top 10 gifts under  $20
  • Gift cards and gift certificates
  • guaranteed delivery by X
  • Last-minute gifts for under $50
  • extended hours for more holiday shopping
  • free gift-wrapping

4. Appeal to bargain shoppers from late December through the New Year. Just because the holidays are over, that doesn’t mean the spending and shopping have stopped. Plan to send a few bargain bounty emails touting your end-of-year sales and discounts:

  • holiday clearance sale
  • Post holiday sales
  • Stock up for the new year and save
  • Return that ugly sweater from grandma and get what you want

5. Use targeted email advertising to expand your reach and grow your house list. If you don’t have a large enough in-house email address list to make email marketing an effective addition to your holiday mix of tactics, hyper-targeted email advertising can provide you with a fresh, highly targetable opt-in email address list of over 70 million consumers.

Holiday email marketing should be relevant, timely, and valuable for your customers. Keeping important dates and holiday shopping patterns in mind will help you to target products, services, and offers to your new customers at the right time.

Still unsure about what your most effective Holiday campaign looks like? Along with our high-integrity, high-performance email list rental, we offer full-service consulting expertise, and a proven campaign optimization framework, making sure that it’s a happy holiday for everyone.

Contact us to discuss your holiday marketing plans.

Retail Spotlight: Reaching More Consumers with Relevant Messages

From high-margin luxury fashion and jewellery to budget household goods and pet products, today’s online and bricks and mortar retailers are being squeezed like never before to remain profitable. When looking to cost-effectively grow your base of loyal, valuable customers in such a crowded, competitive market, you need to quickly and efficiently home in on…

Retail SpotlightFrom high-margin luxury fashion and jewellery to budget household goods and pet products, today’s online and bricks and mortar retailers are being squeezed like never before to remain profitable. When looking to cost-effectively grow your base of loyal, valuable customers in such a crowded, competitive market, you need to quickly and efficiently home in on the right people and deliver relevant messages at the right time. Like most retailers, your current media investments may be falling short because they lack accountability and are not sufficiently targeted.

Enriched Email List Rental helps retailers and their media agencies cost-effectively create targeted email advertising. A continuously compiled, enriched, and verified email address list gives you the ability to target consumers of retail goods by hundreds of characteristics, including:

  • location, age, gender, income, occupation,
  • marital and family status,
  • home ownership, decorating, and renovation interests,
  • leisure activities, travel interests, hobbies, health choices,
  • pet ownership,
  • consumer electronics ownership and interests,
  • online shopping behaviour, and
  • many more

To learn more about targeted email marketing for retail products, read the full Enriched Email List Rental Retail Spotlight >