In this post we examine the hotchpotch of opt-in and opt-out methods deployed by the leading supermarkets in the UK and globally used to obtain customer consent to add them to their email marketing lists during registration and checkout.
As retailers reassess their consent strategy, it would be prudent to examine the methods used by competitors, ideally incorporating customer feedback and testing, to adopt the best approach.
There are many considerations when harvesting the email address of your customer. How much information do you ask for? How hard do you push the sign-up? What do you include in a welcome email?
For luxury brands, the purchase decision is surely all about education and information. Giving those moneyed customers knowledge of new lines and must-haves will keep them returning, in fear they’re missing out.
Most luxury brands sell ‘lifetime’ pieces, and so to hook the customer ahead of your competitors, every word of your comms should entice and exude the charm of a private members club.
Here’s how some of the most searched for US luxury brands do email welcomes.
If you’re a frequent web user it’s inevitable that you will at some point have been asked to login to a site using your Facebook ID.
It tends to be a popular option with publishers and content sites as it offers an easy way to expose their brand to a wider audience, however it’s not uncommon for ecommerce sites to ask customers to login using Facebook.
That said, ecommerce sites offering a Facebook login are still in the minority.
A study by Sociable Labs in September 2012 found that just 30 of the top 500 online retailers have implemented login with Facebook, which shows that the majority of ecommerce sites feel they are better off without it.
In an ideal world most, if not all, retailers would like their new customers to register when they place their first order, thus opening up the potential of a building a more meaningful long-term relationship with the customer.
Unfortunately most new customers want to avoid registering and just checkout as quickly as possible, so how can retailers encourage more registrations without deterring customers?
One of the problems that Matt found was the threat to lock users out of the site for 24 hours if questions were answered incorrectly, which is astonishing.
There are plenty more user experience crimes to be found on the site though, and if Playmobil wants to make the most of the online channel, then it should look into solving the following issues, if not redesigning the whole site…
While it may be a common security feature, masking passwords as users type them in may be causing login problems and lost business for websites, according to Jakob Nielsen.
Nielsen also argues that this isn’t even necessary as a security feature, since users aren’t normally overlooked when typing in passwords, while a determined snooper can simply watch your keystrokes anyway. I have my doubts though…