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Loyalty business Nectar provides an interesting case study for the state of marketing and retail in 2016.
The company was transformed in 2015 when it replatformed all of its consumer-facing channels to make them mobile first and digital, with its app now the subject of a major TV ad campaign.
I spoke to Nectar's MD, Will Shuckburgh, to get his thoughts on loyalty and marketing in a newly customer-centric world.
We've had lots of interesting 'day in the life' profiles so far. Most of them have looked at ad tech or content and social roles.
For this feature, we delve into the world of email and chat to William Astout, deliverability consultant at SmartFocus.
With modern business so defined by customer centricity, it seems an absurd statement of common sense to suggest that the way to get customers back on side after a poor experience is to make them happy again.
That's obvious right? Sort of, except that many companies simply apologise for downtime and then carry on regardless.
Veering from thunder and lightning to glorious sunshine, the great British summer can be a confusing time for us all.
One thing’s for certain though... you can count on a good sale or two.
The Entertainer, the UK’s largest high street toy retailer with 120 stores, replatformed a year ago, choosing a new email and personalisation platform for its ecommerce business.
With an increased ability to test and learn, the retailer has increased email revenue by 300% since the change.
Rob Wood, Head of Online, explains that these gains are all about creative and segmentation.
A repeatable and effective sales process is key to scalable business growth, and it's a much more straightforward endeavour than you might imagine.
Growing a business is hard, but fortunately, designing a uniform sales process doesn’t have to be.
There aren’t many emails sent to my personal inbox that I take the time to read.
Usually a mixture of random newsletters and shopping confirmations, most are instantly deleted or ignored.
In a recent Econsultancy report, marketers rated 'increased customer lifetime value and loyalty' as the most important benefit derived from understanding the customer journey.
But how does this work in practice? What are brands doing in the real world to increase customer loyalty?
A B2B technology report from Informatica revealed that 25% of marketers don’t know their lead conversion rates, largely because they don’t have the right CRM strategy, which limits sales growth and work efficiency.
If a CRM does not provide immediate value and is overly complex to implement and maintain, it will fail to do what it was designed to do: increase sales.
I reviewed the mobile UX of the Wish ecommerce app last week.
It's a platform for bargain hunters and uses lots of tactics to create a sense of urgency.
In the week since signing up, I have received seven automated emails (as well as a number of app notifications).
Let's have a look at Wish's approach.
Newsletter subscribers are an incredibly valuable asset for retailers.
By signing up, customers are actively showing appreciation for a brand, as well as an interest to hear more in future.
Building a successful mobile app is difficult.
Companies spend significant amounts driving consumers to install their apps, and by some estimates, apps that aren't opened for a second time within the first 12 hours after download can see churn exceeding 50% in some categories.