Ecommerce capability, strategy and execution are ever evolving. As technology continues to develop, new models, channels and possibilities are emerging, providing organisations with more options than ever for reaching, engaging and selling to consumers. As software-as-a-service models proliferate, sophisticated technology-driven capability is becoming democratised, giving businesses of all sizes access to advanced tools and changing […]
Ecommerce teams must consider customer retention when designing experiences. The ability to retain customers makes a business more resilient, while monitoring metrics that indicate loyalty, such as average order value and customer lifetime value, can inform communication strategy, making marketing more efficient. This chapter looks at strategies for promoting customer retention, as well as how […]
Contributors to this research, who have decades’ worth of combined experience, were asked to highlight the criteria for a successful mapping project. Without exception, all stated the same basic rules, regardless of the complexities or simplicity of the project. These are summarised in this chapter. Get organisational ownership at a senior level While the project […]
There are myriad company-wide benefits of good UX, from increasing engagement, sales and ROI, to boosting customer acquisition, retention and loyalty. Making the case for investment is a challenge marketers face across the board, but the business case for UX is strong, as explored in this chapter. Protecting the business against new entrants The principles […]
This month’s edition of Digital Transformation Monthly reports on the rise of loyalty programmes, discussing how they tie in with the growth of retail media and a move to first-party data, and looking at brand examples from across the retail landscape.
Cross-border travel reached pre-pandemic levels this March for the first time since the start of the pandemic. With people holidaying again, how are travel companies in the industry responding to changing consumer behaviour? Here’s a look at how brands are approaching the issues of sustainability, flexibility, and loyalty. IHG and Expedia refresh loyalty programs to […]
This quick guide looks at the business case for prioritising customer retention and developing a strategy that establishes it as an organisational objective. It discusses the long-term benefits that can come from fostering loyalty, and provides marketers with tactics that can help with the development and execution of a customer retention strategy.
This report is a quick guide to customer lifetime value (CLV), defining its meaning and laying out the business benefits of tracking it. It covers different approaches to measurement and the importance of customer loyalty in the context of CLV.