Three Reasons Why Email Marketing Really Works

Benefits of Email Marketing

In a world where social media, blogging, and SEO take precedence, email seems like it would be on its way out the door. However, with the business world obsessed with acquiring consumer data, email marketing is not only useful but essential to companies.

Email marketing is one of the most effective and reliable channels for marketers to interact with customers. Here are three reasons why email marketing really works.

1.Easy Way to Reach Mobile Customers

Email marketing is an easy way to reach consumers on mobile without investing in new technology or software. Email channels already exist and are a traditional medium of connection, making it simple to reach consumers. According to a report by Pew Research Center, 52% of cellphone users in the U.S. access their emails via mobile phones. With many consumers constantly on the go, email marketing offers companies a way to send a greater volume of content to consumers in a quick and efficient manner.

Email is also accessible on devices other than mobile phones. According to a study done by Forrester Research, consumers opened 42% of retailers’ emails on smartphones and 17% on tablets. Essentially, nearly 60% of email marketing messages also double as mobile marketing messages. This versatility puts email at an advantage in comparison to text messages and SMS messaging. Consumers are more inclined to open email messages because emails are more accessible. Texting, on the other hand, is only available on mobile devices. Email is also free for the consumer and company while texting risks the chance of an incurred charge on the customer’s end. This diminishes the satisfaction of customer experience and can drive customers away. Also, email marketing is an easier access point for consumers and conveys more content that is useful to consumers.

2. Email is a Transactional Medium

Consumers see emails as a way to get offers, coupons, promotions, and in-stores sales. Email marketing deals drive in-store sales, making product emails key to getting consumers to engage with a product. A study performed by Nielsen found that 27% of online shoppers subscribe to emails in order to save money. 64% of consumers have printed out coupons found on email marketing campaigns.

Since customers expect to see offers and promotions in product emails, they are more likely to be in a buying state of mind. In turn, this can turn into increased revenue opportunity for companies. E-coupons are becoming a huge business with the growth of online sales, and email marketing is at the heart of it. Email marketing reaches out to online bargain hunters and provides consumers with a way to save online and in store. The transactional framework that email marketing provides also allows companies to personalize more toward consumers, engaging them more and further increasing sales opportunities.  

3. Tells You What Works

Email marketing allows companies to see what works and what doesn’t. The data obtained from email marketing provides metrics to see how emails are performing and what companies can do to improve email strategies. These insights allow companies to market their products smarter and better. Learning what works because of email marketing also gives companies a better understanding of the needs, interests, and desires of the consumer base. Companies can see the clickthrough rate of an email, which can then provide data as to how shoppers interact with the online shopping platform. Companies use the information provided by email marketing to not only cater to what consumers are looking for, but to better improve the interaction between consumer and company. By using email marketing, companies can track customer activity and better serve their interests.

Some say email marketing is dead. However, email marketing works. It keeps customers engaged and opens channels of communication between the company and its customers. With email marketing, companies can be in the right place at the right time.

Engaging High-Value Customers for High-Value Results

Many companies are shifting their focus to engage customers with higher value and profitability. The goal of engaging high-value customers (HVCs) is to nurture them into becoming loyal power shoppers. Increasing loyalty to a brand this way ensures retention and lifetime value of customers.

HVCs drive a significant portion of a company’s revenues. These customers are not only intensely loyal to a brand, but help promote the brand and its influence as well. Engaging and satisfying these high-value customers will put a company on a path toward greater success.

What Is a High-Value Customer?

Confusing high volume and high-value customers can be easy. However, high volume customers and high-value customers are two different target markets.

High volume customers are those who interact with a brand frequently. Although they may engage with the brand often, it doesn’t necessarily mean that these customers are the most valuable. Often with high volume customers, a brand will see a surge in activity for short periods of time. However, once the excitement fades, so does customer engagement.

High-value customers are those who buy for a reason. These customers look at products, services, and brands as a way to meet a need and satisfy a drive such as status, health or lifestyle. HVCs are customers who are loyal to a brand or company, even in times of financial duress. They will return to a brand and product even when a cheaper alternative is available. For HVCs, the cost is not a priority, and are more focused on having their unique needs addressed. HVCs are also brand promoters and influencers. These are the customers who will share the brand within their social networks.

Focusing specifically on high VALUE customers reflects an understanding of the power that these consumers have. Identifying who the high value customers are and tailoring marketing schemes to satiate these consumers, keeps them happy and ensures the brands’ profit margins.

  1. Evolve With Customers

Customer habits change and evolve. In turn, the way consumers interact with brands has evolved as well. Instead of fighting this evolution, brands should adapt and keep up with their customers. Part of this evolution includes the introduction of new goods and services and outlets, like online shopping. This development means customers are interested in a wide variety of items at all times. A shift towards items outside a consumer’s regular purchase pattern can indicate consumers are turning into HVCs. Dramatic changes in how customers buy items and spend money can also indicate greater trust and loyalty with a brand. Once the customer has extended the olive branch toward a brand, it is very likely they will shift into the high-value customer category.

  1. Pay Attention

The data provided by a customer’s recent activity can predict if a customer is high value or becoming high value. Data points such as high clickthrough rate, frequent site visits, and large purchases can indicate a customer as a high-value customer. One way to monitor customer involvement and identify high-value customers is through a  triggered marketing campaign. Triggered marketing includes a continuous stream of messages sent to customers based on their shopping activity, browsing history, purchases, etc. Triggered marketing indicates to customers that a brand knows its customers.

  1. Loyalty Rewards

Loyalty programs are teeming with information about members. Everything from brand preferences and item category to price sensitivity can be found in loyalty member data. Harnessing loyalty data helps brands personalize more towards HVCs. Knowing where, when, why, and how customers engage with a brand, can empower companies to create personalized experiences across multiple channels.

Loyalty programs also remove the barrier between customers and their next purchase. These loyalty programs make customers feel like “power users.” Their actions directly correlate to the experience found with a brand and company.

High-value customers make up the untapped bread and butter for many businesses. Understanding the behavior patterns of high-value customers enables brands to engage and target this niche group of customers. Providing high-value customers with the attention they desire keeps them engaged with the brand and propels companies to further success.

 

How 3 Top Brands are Using Personalization

These days, customers want to feel that they’re being heard and understood by their favorite brands. In fact, 73% of consumers want a more personalized shopping experience. Personalization allows brands to create a unique experience for their customers — in turn, demonstrating that they are being heard, and hopefully contribute to increased sales volume.

And, it is working. According to a study done by Infosys, 86% of consumers are influenced by personalization when making shopping decisions. Consumers are motivated to purchase more when they are made to feel relevant.

Thus, personalization has become increasingly important for brands and their success. Let’s take a look at three brands that are succeeding by bringing personalization into the consumer journey.

Burberry

This 156-year-old brand has pioneered a different kind of personalization for customers. Partnering up with Pinterest, Burberry has given customers a way to build personalized boards with product content provided by Burberry.

The “Cat Lashes” promo initiative offers a personalized experience for customers based on their makeup preferences. Users take a quick questionnaire and get personalized makeup looks and tips through a personalized Pinterest board. Burberry promotes their Cat Lashes Mascara through the Pinterest boards. The personalized boards also offer tips on how to create relevant looks for each customer while also using the Cat Lashes Mascara.

According to an internal study, 42% of consumers have bought products based on promoted pins they saw on Pinterest. Burberry’s “Cat Lashes” initiative is, therefore, capitalizing on Pinterest’s broad consumer base. The personalized boards serve as a promotional hub for the Cat Lashes Mascara, as well as related and relevant Burberry products.

GILT

Gilt.com was listed in Fast Company’s Top 25 Innovative Companies in 2010and ranked first in fashion that year. How did a company, which launched in 2007, garner so much success in just five years? The reason is that the online retailer personalizes sales and promotions for each customer and app user.

The luxury flash sales site has installed a personalized user page online and on the mobile app. This personalization feature is called “Your Personal Sale,” and goes beyond the daily e-mails a shopper receives. The personalized sales, generated by an algorithm, takes into consideration a customer’s entire shopping experience. Based on factors such as purchase history, geographic location, browsing behavior, and personal preferences, “Your Personal Sale” finds fresh items and deals daily. Personalization goes one step further, with Gilt.com also considering size, categories, and brands that customers frequently engage with. Each personalized sale lasts 24 hours, after which a new set of deals and sales are presented. According to CIO Steve Jacobs, personalized sales are “the next phase of the flash sale model.” The company leverages the sense of discovery the app provides, “tailoring [the] shopping experience just for them.”

Gilt.com brings personalization to the online fashion and retail platform and makes a conscious effort to tailor products to its customers. According to  Jacobs, “people are coming back more frequently, and they’re excited to see what’s in their sale tomorrow.” Personalized sales pushed the online retailer to be valued at roughly $1 billion just after five years of launching. Gilt’s personalization strategy has propelled the e-commerce company to enormous success.

Spotify

The online music platform Spotify is the leading music streaming host, despite competitors like iTunes and Google Play.

The introduction of personalized playlists has distinguished Spotify from other streaming sources.

One of these personalized playlist functions is “Discover Weekly.” Discover Weekly is a service which personalizes to each listener’s taste across a variety of genres. A personal playlist of 30 songs is curated and released each Monday based on listening habits. The music streaming service has also launched the “Release Radar” feature. Every Friday, the two-hour playlist is updated with newly released music from artists and bands a listener frequents. In addition, listeners who curate their playlists receive personalized suggestions on their playlists as well. The streaming service learns from personal preferences, songs skipped and replayed, and even looks at micro-genre music preferences to curate the best suggestions for each listener.

Spotify’s lead engineer and algorithm creator Edward Newett says, “we’re trying to show that Spotify understands users better than anyone else.” Within the first 10 months of launching, Discover Weekly saw 5 billion song plays. Senior product owner Matt Ogle says Discover Weekly’s success has “completely changed” the way Spotify interacts with consumers. The great success with user personalization has also increased consumer loyalty. Spotify boasts 40 million paid subscribers, compared to Apple Music’s 20 million paid subscribers.

Personalization is key to a brand’s success and transforms the customer experience. The focus on personalization allows many of these companies to grow as customers engage with brands more and more. With personalization on the rise, it will be interesting to see how industries implement various personalization tactics into their customers’ experiences.

Kohl’s is Winning With Omnichannel Strategies  

combining digital and in-store

As the retail industry is changing, many brick-and-mortar retailers are employing omnichannel marketing strategies to fend off digital giants like Amazon. When it comes to successful omnichannel, a complementary relationship between brick-and-mortar and digital assures companies greater success.

In this third and final retail installment, let’s take a look at how Kohl’s is using omnichannel strategies to create a customer-centric approach.

MOBILE APP

According to STORES Media Editor Susan Reda, “retail’s balance of power resides firmly in the hands of the consumer.” With e-commerce gaining more momentum, many consumers have shifted toward online shopping. The Kohl’s Mobile app is playing a key role in helping the retailer keep up with tech-savvy consumers. Kohl’s effectively leverages the mobile app as an in-store partner and offers a customized shopping experience.

App users who walk into a Kohl’s store have the option of using a feature of the app that tailors to that specific store. The ‘Store Mode’ function personalizes to each customer’s store location and allows shoppers to search for store inventory and see in-store promotions while shopping. Customers can also check the price of store items and see other related goods. The Store Mode function gives Kohl’s a synthesized digital and in-store landscape.

Kohl’s also offers enhanced payment capabilities through the mobile app. Customers can pay with Apple Pay, a one-tap checkout option, in the brick-and-mortar stores and mobile app. Shoppers also have the choice of adding a Kohl’s credit card as a form of payment within Apple Pay. Consumers further have the option of scanning and saving gift cards to the Kohl’s mobile wallet.

Thus, paying for items in the brick-and-mortar stores blends seamlessly with mobile payment features, and customers are provided with a convenient shopping experience. Kohl’s gives shoppers more online and offline purchasing choices, thereby increasing the traffic to stores. The Kohl’s mobile app is a powerful tool which encourages online browsing and in-store sales. The app infuses digital into the in-store experience, creating a smooth customer experience.

STORES AS WAREHOUSES

Kohl’s continues to leverage its physical stores with the implementation of click-and-collect. Shoppers can make purchases online or through the mobile app, and pick them up at a convenient Kohl’s location. The company utilizes the brick-and-click concept, to make the brick-and-mortar stores act like warehouses for online orders. In turn, Click and Collect makes customer shopping more convenient. Click and Collect provides flexibility and ‘real time’ fulfillment for consumers. With consumers coming in store to pick up items, foot traffic to brick-and-mortar facilities is increasing.

The retailer is also using inventory at its brick-and-mortar stores to fulfill online shopping demands. Using local inventory, Kohl’s moves goods that are not selling in stores. Consequently, this speeds up fulfillment since the stores are closer to customers’ homes.
Kohl’s is creatively using its brick-and-mortar stores to make online and offline more connected. As consumers shop online, the retailer uses brick-and-mortar stores as makeshift warehouses, and in turn, makes the shopper’s experience easier and more convenient.

Kohl’s adapted the mobile and brick-and-mortar stores to become highly leveraged and synchronized units. The retailer has used the mobile app and brick-and-mortar adaptations to boost sales and create an inclusive customer experience. Previously, we looked at the successful omnichannel strategies implemented by Nordstrom and Neiman Marcus. We have finally rounded off our omnichannel trilogy by taking a look at Kohl’s and how this retailer has implemented omnichannel successfully. While these three retailers are ahead of the curve with omnichannel marketing, it will be exciting to see where other retailers take omnichannel.

 

Nordstrom’s Omnichannel Success

Culture of Innovation

Innovation is risky business, but not innovating is even riskier. In a world where technologies are rapidly changing, companies must be willing to evolve in stride. Several companies are doing so by shifting to an omnichannel marketing strategy. Omnichannel approaches are synchronizing the shopping experience across mediums for retailers.

Some retailers have successfully incorporated omnichannel strategy into their marketing strategy. Over the next few weeks, we will examine a trilogy of retailers and the wins they have achieved through an omnichannel approach.  Today, we are going to focus on one of the most popular luxury retailers- Nordstrom.

Part I: Nordstrom

Nordstrom worked to reinvent itself around the omnichannel shopper. According to the President of Stores, James Nordstrom, retailers need to focus more on the total experience than strategy for specific channels; “[At Nordstrom, we] don’t think the customer is loyal to channels. We don’t hear customers talk about channels very much. Customers value experiences.” Consequently, this belief is guiding Nordstrom’s omnichannel strategy towards creating a synchronized and seamless customer experience.

Rewards Program

The omnichannel focus of the Nordstrom Rewards loyalty program gives customers a chance to gain points regardless of which channel they purchase items.These loyalty members can also then track their activity from anywhere. Shoppers can use their mobile number as identification instead of memorizing a loyalty account number. An omnichannel approach to the rewards program has given Nordstrom a more open policy focus. The open policy focus allows shoppers to pay in whichever method they choose, shop whichever way suits them and still gain more loyalty points and rewards. Nordstrom shoppers are winning more, ensuring customer loyalty.

Social Media Influence

The luxury retailer is also approaching shopping from a multichannel perspective, and one of their innovative initiatives has been integrating with the mobile application, Instagram, and social media/organization platform, Pinterest. Nordstrom has made it possible to buy items from Instagram and find items based on Pinterest favorites. Instagram has been a modeling platform for retail items. However, a grievance shoppers have, is the inability to locate and buy the items presented on Nordstrom’s Instagram account. The retailer’s Instagram account now features a link which directs customers to Like2Buy, a platform that makes Instagram shopping easy. All of the items available for sale from the retailer’s feed are displayed as an elegant grid of photos. Shoppers can then scroll and “like” items, which are curated into a personal wishlist or shopping cart. 

Pinterest is a social media platform which allows users to “pin” things they like or want to “boards” for later reference. It indexes all the different items, ideas, and interests we come across online. Pinterest gives Nordstrom insight of which items are popular among shoppers. Nordstrom has brought these “pinned” items to their physical stores. Stores display commonly tagged or “pinned” items from Pinterest. The luxury retailer also adopted that feature on their website. Shoppers can now see a “Top Pinned” landing page on the site. Nordstrom doesn’t limit themselves to a single channel. The retailer has effectively leveraged their social media user base to enhance the shoppers’ experience by including the favorite and trendy items on Instagram and Pinterest in their stores.  Not only do customers see more products, but they are buying more at one time and are coming back for more of the items they love.

Nordstrom had experienced success by understanding that customers value an enhanced experience. Nordstrom has provided its customers with a retail experience that spans online, offline, and social media outlets. Shopping has become a synchronized and seamless experience – Customers can easily find the products they love and find them from anywhere. Tune in next week as we take a closer look at Neiman Marcus and how they are using omnichannel marketing to benefit their shoppers.

 

Combining the Art and Science of Retail: JC Penney’s Digital Evolution

Omnichannel Evolution: From Magazine Catalog to Online Catalog

JCPenney was once one of the most influential catalog retailers and an original omnichannel retailer. JCPenney’s efforts to evolve the brick and mortar business has the company advancing omnichannel execution.The introduction of the digital age has provided JCPenney an incentive to create a more sophisticated and modern view of this catalog.  The evolution of the catalog is connecting with customers on how, when, and where they prefer to shop.  

According to JCPenney CEO Marvin Ellison, the company has “developed true omnichannel capabilities” by advancing the brick and mortar store. JCPenney’s omnichannel strategy focuses around the creation of a successful mobile app and the implementation of a buy-online-pick-up-in-store method. Let’s look at each part of JCPenney’s strategy and how these elements are helping JCPenney’s digital expansion.

Mobile App

As part of JCPenney’s evolution, the company has focused largely on created a user-friendly mobile application, taking advantage of the massive growth of mobile channels. The JCPenney app features a sleek design and easy to navigate interface which connects to each shopper’s personal account. The JCPenney app is designed to connect the digital and in-store experience, as seen in the image above. Consequently, the user base rates the app at 4.5 stars, with over one million users. 

The app is a single mobile hub, facilitating online shopping at the customers’ fingertips. As a result, JCPenney creation of a mobile app has allowed them to connect with digitally savvy customers. JCPenney’s app helps shoppers locate items in stores, apply coupons, and also access their JCPenney Rewards. The app customizes to each shopper’s account, personalizing the app based on browsing history, purchase history, and even location. Customers can also make purchases based on what is available in nearby store locations and can even check available inventory.   Consequently, the user base rates the app at 4.5 stars, with over one million users. The evolution of the brick and mortar store to include a mobile platform maintains a personalized omnichannel experience. 

Buy Online pick up in store

JCPenney is also powering their omnichannel experience with the introduction of buy-online-pick-up-in-store option, also known as BOPUS. BOPUS allows shoppers to complete online and mobile purchases with a variety of pick-up options. BOPUS is available in all 1,000 physical locations and synchronizes with the location capability on the mobile app and online platform. Shoppers can make purchases based on the online catalog or available inventory in select locations. The shoppers can even choose which kind of pick up option they would like.

The shipping options include shipping to any location, same day pickup, and fast home delivery. JCPenney has a history of operating through catalog service desks. The direction towards digital catalog enhancement makes JCPenney is one of the biggest retailers to offer online orders to be shipped to any of its 1,000 locations. JCPenney’s successful blend of online retail and in-store pick up has evolved the purpose and functionality of the brick and mortar store.

The BOPUS option that JCPenney provides has also expanded the consumer market. Shoppers who come in to pick up orders have a higher attachment rate. A high attachment rate means shoppers are more likely to buy an additional item in-store when picking up an online order. Because of the integration of the digital and physical market through omnichannel, JCPenney is seeing greater returns .

JCPenney has implemented new omnichannel tactics to bring their catalog into the digital age. By marrying the physical and online experience, they have successfully rejuvenated their customer journey. JCPenney plans to continue their evolution through next year with the replacement of point-of-sale units with mobile devices. It will be exciting to see how JCPenney further develops through 2017.

 

Omni Channel Personalization: The 2016 Trends

Why A Seamless Customer Experience Is More Important Than Ever

 

The good old days of customers coming from one channel are over. This is due, in part, to the rapid rise of mobile and social as marketing platforms, and with them, came omni channel marketing. They have created a shifting power dynamic allowing customers to experience and interact with brands in ways they were not able to just ten years ago. This could be visiting a store in person, the website, the social media presence, and any combination of using a laptop, tablet, wearable or mobile device. Nevertheless, the imperative question remains: What is the customer experience like on each platform and how can your brand take advantage of it?

nectarom personalization omnichannel trends

With multiple users coming from every channel, businesses need to shift their marketing strategies from a single channel approach to an omni channel approach and be able to accommodate as many people as possible.

Omni channel, as its name states, is a multichannel approach to the sales process, and its primary goal is to bring a seamless shopping experience to the user. The term “shopping experience” relates to mobile shopping, desktop, by telephone, or even in bricks and mortar stores.

 

Rather than telling customers where to go, you are meeting on their terms where they like to purchase. Not everyone has time to visit a store in person or is tech savvy enough to follow your twitter feed. A successful modern brand needs to be everywhere at once and deliver a consistent experience across the board.

 

That, however, is much easier said than done.

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To successfully carry out an omni channel strategy, you need to know as much about each customer as possible. Luckily, there are more and more data points available to corporate marketers allowing them to make informed decisions. Having a consistent experience is great, but at the end of the day it needs to translate into increased sales, and working with an experienced team can mean that your business can see ROI results in days, not years.

 

Omni Channels – Everywhere At Once

nectarom personalization omnichannel trends

It has always been important to know as much as possible about your customers, and it is even more important now. Whereas in the past you could rely on a survey or questionnaire done in a store about what customers thought, these days not as many people want or need to go into brick and mortar store. In fact, 71% of shoppers believe that they’ll get a better deal online, so why get up to drive to a store when a better price is available from the comfort of the couch. To compete in today’s market, businesses need to have some form of digital presence.

 

Why Consistency Is The New Black

 

A modern brand can be thought of like a mosaic, with each tile representing a different channel. If customers are told one thing from one channel, it is safe to assume they should be told the same from another.

 

As a marketer, it is imperative to keep your messaging consistent while adapting to the speed of digital society. People’s habits are changing faster than ever, and we need to understand where users are and consistently provide value for them no matter what channel. This will help cement a solid brand and a strong customer experience.

 

Channel Specific Customer Experience

 

Here is all you need to know: Customers act differently in each channel, and your brand needs to act differently as well.

 

Here is a quick rundown of general trends for each platform:

 

Mobile: It is not a question; it is not a fad; it is here to stay. Mobile is a legitimate platform, and you cannot overlook its importance. This is clearly displayed with this past year’s Black Friday/Cyber Monday sales, where mobile accounted for 49% of all visits.

 

An important thing to note is that while 49% of visits were mobile, only 35.3% of purchases were made on mobile. One-third is still a huge number, but on days other than Black Friday, mobile users prefer to browse rather than purchase. Make sure your content is mobile optimized to look great on any device.

 

Mobile Trends Summary

 

–   Users are mostly browsing, rather than purchasing

–   Customers do quick site visits while on the go

–   Tend to have high bounce rate for sites that aren’t mobile-friendly

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Laptop + Tablet: Buying something online on your computer is pretty commonplace these days, with even technically challenged baby boomers taking advantage of it. Brands know how important it is to have a smooth checkout process with close to 60% of online sales coming from laptops and tablets.

 

There are numerous challenges moving forward with an omni channel integration strategy with regards to the laptop and tablet segment. Some key tactics to keep in mind include serving location specific content which changes based on the customer’s location, equipping sales associates to help customers checkout anywhere, and integrating in store tools like QR codes, sensors or beacons to engage with customers.

 

Laptop + Tablet Trends Summary

 

–   This is where most of the shopping experience happens

–   Users will browse multiple sites/stores

–   Slow loading will increase bounce rate

 

Brick And Mortar: They are still the hallmark for many stores, but looking at industry trends, in-store sales have dropped by 10% over the last year. This does not mean that brick and mortar stores are dead, but it is a sign that retailers should start thinking about how to adapt moving forward.

The in-store experience is unique and gives marketers many options for how they want to interact with the customers. The problem is, most brands do not carry their online messaging over into the store. Sure, the logos and colors are still the same, but does the customer have the same experience? Smart brands are doing more than just asking for an email address on checkout. They are offering legitimately good deals if customers visit their website, and letting them order online and pickup in store.

 

Brick And Mortar Trends Summary

 

–   Large percentage of purchasing still done in-store

–   Customers may be browsing but will usually do so online and consequently buy in store

–   Brings an excellent opportunity to connect with customers

 

Social: Social media has quickly become a channel all marketers should have on their radar. Each social channel has it’s own type of content. It’s important to understand that traditional ads are not working like they use to, and now smart marketers are adapting to provide useful, shareable, and valuable content to people. Whether it comes in the form of videos, coupons, emails, or tweets, the messages must include compelling content for communication to resonate with the client.

 

Social Trends Summary

 

-Your content must be educational or entertaining

-Curate your content for the channel – i.e.: videos on Youtube, Images on Instagram, news on Twitter, etc…

-Find a your niche and market only to them

 

Cell Phone Call Center

 

Without Omni Channel: You take your telephone, and dial that toll-free number to your cell phone carrier. You are calling to negotiate your cell phone contract, which, let’s be honest, nearly everyone with a cellphone has done. You’ve spoken to a rep at your local store who told you about a great promotion but asked you to call their phone support who would be able to activate it for you. Nevertheless, the story changes. At home on the phone, the rep you’ve reached doesn’t know anything about the promotion. He requires access information about your account, and even once they are in (finally), they are not telling you the same thing the in-store rep did. You hang up hoping never to go through that again. #frustration.

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With Omni Channel: The in-store rep you were speaking with was able to tag your internal account with the offer they mentioned. At home on the phone, the rep can quickly access your account, see the promotion you were promised and activate it on your account. #happycustomer

Do you see the difference? It may not seem like much of a problem for a big company, but it makes a huge difference for building loyalty in customers. People hate having their time wasted, and the better and faster you can serve them, the happier they’ll be.

nectarom personalization omnichannel trends

Though omni channel integration will result in increased sales and revenue, it’s not its primary focus. Rather, it works to keep customers happy, which builds loyalty, and consequently, increases repeat purchases.

 

Then Vs. Now: The Importance Of Brand Consistency

 

In the past it was easier to create a fully seamless brand experience, because each brand wasn’t appearing on as many channels are they are now. These days a brand needs to have a multilingual website, multiple social media accounts, a customer service center, and a fully automated system running it all. Though it seems straightforward, creating that seamless experience is very difficult.

From a customer’s point of view, a modern fortune 500 brand should be able to achieve all this, and with the internet at their fingers, they can easily look elsewhere.

 

To have the right answer at your fingertips, a comprehensive database management infrastructure is essential. We at NectarOM specialize in omni channel personalization, and you can learn more about how we can help your brand get your brand’s omni channel ready here.

 

Data Management

 

Most brands have (or can collect) lots of data from their customers. From purchase or browsing history, to when they shop, to their economic status, and the area they live. All of these are very powerful marketing tools. The hard part is using them correctly, and integrating all the different channels. It is essential to manage this data to know about your user’s experience. If someone visited your site on his or her laptop, you, as a brand, need to keep that experience consistent on a mobile device.

Here are two very common scenarios with and without omni channel personalization experience.

 

Working 24/7

 

The last important way in which omni channel marketing has changed retail is that stores are no longer open for a set amount of hours. People browse the Internet and make purchases at all times of day (and night), so your marketing needs to work on their timetables.

 

To do so, it is essential to have all your systems on autopilot. As soon as someone makes a purchase or interacts with your brand, your marketing should reflect that. Whether it means they are getting a confirmation email to let them know their item has shipped, to getting time sensitive promotions and coupons as soon as they become available. There are too many moving parts to run a business manually, and automation is a must in our digital age.

 

Once a customer has purchased, and your marketing has begun, it’s not acceptable to send generic emails. It is easy enough to say that your messaging must be consistent across all platforms, but it must be specific to the customer’s current situation.

 

More businesses have become aware of the importance of omni channel personalization, about giving your customers something relevant and useful that consequently builds trust. Once you have trust, you’re able to establish a relationship with your clients, and ultimately make sales. Above all else, keep it simple. There is no point in delivering a substandard experience that will most likely lose you business. Focus on what you already know about your customers and then work backward to enhance their experience.

Exclusive Bonus: Download the FREE Guide to Personalizing the Consumer Journey!

Personalization: Making Customers Feel Like a Diamond in the Rough

Everyone loves feeling special.

This is obvious across almost all aspects of life. In the past few years, we’ve seen this concept strongly resonate with one group of people:

Marketers.

In the past three years, the idea of personalizing shopping experiences – both in stores and online – has taken off. Generalized messages and cold, impersonal marketing are in the past. Personalization is an integral part of CRM.

And for companies in the jewelry industry, personalizing is more important than ever. Because of a shift in purchasing power and increase of technology, today’s jewelry retailers must incorporate personalization into their marketing strategies if they want to make a strong impression on potential buyers. With personalization, jewelers can make their customers feel special – like a diamond in the rough. Without personalization, jewelers run the risk of becoming overshadowed by their tech-savvy, relevant competitors.

Why personalize now?

Most industries have already integrated personalization in their marketing strategies. But now, more than ever, is the best moment for leaders in the jewelry industry to start personalizing if they have not already. There are three key reasons that jewelers should be personalizing their marketing.

  1. Today’s consumers expect marketing personalization. Millennials, the largest purchasing power, require their shopping experiences to have relevant content. According to an article in Entrepreneur, “Millennials want to know a company is paying attention to their specific needs.” The publication also stresses that, when it comes to marketing, “one size does not fit all” – size being a particular product. Companies need to give this powerful consumer group what they want; otherwise, shoppers will take their business elsewhere.
  2. Everyone else is doing it. With nearly every industry catering to a specific customer’s needs, companies lacking the ability to personalize will stand out in the worst way possible. Companies with generalized marketing content do not resonate with consumers the same way that personalized marketing can. Personalization has the ability to speed up the purchasing process by providing relevant content and customer recognition. Think about it – if two jewelers offer similar products in quality and price, a consumer is more likely to purchase through the retailer that provides relevant content via personalization.
  3. Jewelry sales need as much help as they can get, as consumers allocate their expenditures elsewhere. While diamonds and pearls used to be the sole representations of status and wealth, today’s consumers are using other types of products to make a statement. It’s no coincidence that jewelry sales have decreased while technology sales increase (think: smartphones, Apple Watches, et all). Jewelry is traditionally gifted to loved ones; however, today’s consumers now give the latest tech to their loved ones. While personalization may not stop consumers from purchasing products in other industries, it can still seriously improve a jeweler’s ROI. Aberdeen reports that personalized emails improve clickthrough rates by 14% and conversion rates by 10%, and 40% of consumers buy more from retailers that personalize a shopping experience across channels. Implementing personalization cannot prevent customers from buying new technology; however, it can attract more attention to the company and its products.
Personalizing in the Jewelry Industry

There are several ways retailers should implement personalization into their marketing. The following must-have features can make a customer feel like a company genuinely cares about their needs. And, when a customer feels this way, their loyalty to the brand increases.

  • High-end retailer Neiman Marcus offers shoppers a variety of recommended products to browse.
    High-end retailer Neiman Marcus offers shoppers a variety of recommended products to browse.

    Relevant recommendations: One of the easiest ways to woo and win customers is to provide relevant recommendations. Janrain & Harris Interactive found that 74% of online consumers get frustrated when websites offer content that has nothing to do with their interests. In the digital sphere, marketers can use algorithms based off past purchases and clicks to determine what a customer may be interested in. A display of the potential buys can be displayed via email or on a website. When executed correctly, these recommended products show the customer you can cater to their specific tastes.

  • Nordstrom sends shopping cart abandonment emails to redirect traffic back to its site.
    Nordstrom sends shopping cart abandonment emails to redirect traffic back to its site.

    Shopping cart abandonment: With the ability to browse several ecommerce sites at once, it can be easy for customers to get distracted and forget about items in their shopping cart. According to Business Insider, approximately $4 trillion in merchandise will be abandoned in online shopping carts this year. Shopping cart abandonment emails can be the reminder or the final push a consumer needs to make a purchase.

  • Digital salespeople: Jewelry can be a tricky sell over the Internet. Sizing and fit is always a challenge when shopping online, and returns can be a hassle. To avoid losing customers across digital entities, companies can consider employing digital “salespeople” that can answer customer inquiries. These salespeople – or, rather, robots – have systematically generated responses to commonly asked questions from shoppers. Accessibility and transparency is important in any company, and digital platforms are no exception.
  • Seamless omnichannel: Retailers cannot personalize across one channel and completely ignore another. Synching customer profiles across all channels creates an ideal, omnichannel shopping experience. Consistency is integral to creating a convenient shopping experience. For example, if a customer starts shopping online and hopes to continue browsing while on the go via mobile device, a retailer should make this transition as easy as possible. Consider the format of retailer Revolve, which stores and synchronizes a customer’s favorites online and on mobile app.

Intrigued by the powers of personalization? Learn about NectarOM’s omnichannel personalization, or why we call personalization a long term investment.

The Biggest Losers of Google’s Mobilegeddon

Last month, we wrote about preparing for Google’s algorithm changes and the importance of optimizing mobile sites. Now that the changes have been in place for a few weeks, we’re taking a look at how Mobilegeddon is challenging some of today’s biggest websites.

Mobilegeddon Losers Infographic
Click to enlarge.
The biggest losers in Mobilegeddon

Even though Google gave companies plenty of notice, several sites took a hard hit from the algorithm update. Many sites did not optimize for mobile prior to Mobilegeddon.This lowered their Google ranking, or visibility.

Lil Wayne’s youngmoney.com ranked as one of the worst sites for mobile users – and for good reason. The mobile site is poorly formatted, displaying an abundance of blank white space and tiny links that are impossible to press. Searchmetrics reports that youngmoney.com saw a dramatic 76% decline in visibility.

Some of the biggest websites on the Internet are seeing negative effects from their mobile unfriendliness too. Reddit, known as “the front page of the Internet,” saw a 27% decrease in their visibility. NBCSports and SongLyrics saw similar drops.

But while these webpages may be down, don’t count them out just yet!

Reddit is working to improve its visibility by implementing a mobile site. The site is still undergoing maintenance, as Reddit works to add and fix certain features. But mobile users can use the mobile site, which includes larger links, less text, and a fresh look. Once the mobile version is complete, Reddit can expect their Google ranking to improve.

Is your company feeling the effects from Mobilegeddon? Be sure your mobile site is effectively optimized so your site doesn’t end up at the bottom of Google’s search engine.

Importance of Location Data in Content Marketing

With the increasing integration of technology and data in sales, there has never been a better time to use location intelligence in marketing. Using location data is too easy and too beneficial to ignore. Location features help businesses stand out amongst competitors and are a staple for today’s leaders in marketing. As the concept grows, customers are beginning to expect it when using technology in their shopping experience.

Location intelligence is a must for companies that want to be successful. Read on to find out why.

It’s too easy

Working with all types of data is easy, and location data is no exception.

With a quality Data Management Platform, businesses can store, manage, organize and analyze their data in one entity. Because companies are utilizing DMPs more than ever, there is now an abundance of platforms in the marketplace ranging in price and features. With several types of platforms on the market, companies are able to choose the DMP that best suits their needs in terms of performance ability and price.

The right DMP makes data easy to use and understand. And finding the right DMP is too easy for companies not to utilize.

It’s an asset to businesses

When companies think “big data” there are certain metrics that come to mind. Typically, businesses look at what is being purchased or who is doing the purchasing.

Amazon Local customizes its deals based on customers' location
Amazon Local customizes its deals based on customers’ location

Location data is often underrated, but just as important.

Location data gives insight to consumer behavior based on a key demographic. When analyzed, this data shows geographic patterns and trends. Companies can use this information to segment their audience. These segments can then be targeted with personalized messages specifically designed to their wants and needs.

One company that utilizes the power of location data is Amazon. Through their Amazon Local feature, the company sends its consumers deals they may be interested in based on their location. For example, emails that I receive are based on my home address and contain offers just a few miles away from my house. All offers show how far away the brick-and-mortars are, which can be helpful for consumers who don’t want to make a far drive to use their deal.

It’s a customer favorite

If there’s anyone who values location data more than businesses, it’s their audience.

As businesses are beginning to include location data into their services, customers have become exposed to new interactive features that rely on location data.

One of the most loved features that uses location data includes a GPS element that shows shoppers where the nearest store location is. This feature is often available on apps or websites. Some companies have expounded on this ability by adding in-store pickup options for customers when they checkout online.

The ability to purchase online and pick up in-store is not universally used by all retailers – at least, not yet. A Forrester report says that 50% of consumers expect the option to buy online and pick up in-store. As companies gradually rely more on more on technology in marketing, this already large fraction will likely increase. Companies who have not implemented location services like this need to seriously consider doing so; otherwise, they risk being left behind with the technologically-impaired.

Walmart's blog shows its app, Shop My Store, which lets customers find items in the brick-and-mortar.
Walmart’s blog shows its app, Shop My Store, which lets customers find items in the brick-and-mortar.

Consumers also love retailers that incorporate item locators into their business strategy. Large stores like Walmart can often be overwhelming. However, by introducing an app that shows an item’s availability and aisle location, Walmart turns a headache-inducing shopping experience into a 5-minute spree. Employees have commented that the feature, in some cases, has actually saved sales by making the shopping experience easier and more convenient for the customer.

Services that incorporate location data work because customers love them. Features with location intelligence make shopping experiences more convenient. And, because an easy shopping experience correlates with a powerful shopping experience, customers prefer marketing that considers location data.

Hungry for more?

Love reading about the latest in the datasphere? Learn more about some of today’s top data trends, or check out some recent case studies from Forbes that inspired this post.