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Posts tagged with Personalisation

Ann Summers and the pursuit of personalisation

With 1.5m unique visitors and 30m page impressions a month Ann Summers’ multichannel strategy is a very effective one.

In fact Ann Summers commands and impressive 98% brand recognition. This is in no doubt helped by the fact that it’s the only erotic retailer to have a major high street presence. 

75p of every erotic retailer pound is spent with Ann Summers. The brand has also recently introduced international access through its eBay store and has implemented click and collect with 1,754 orders taken in the first day.

To further bolster its online success Anne Summers wanted to improve the way it personalised the experience for its customers, by adopting a more data driven strategy.

Lets take a look at some of the highlights from a talk given by Ann Summers’ head of ecommerce Matthew Gratze at our two day Festival of Marketing event.

The most effective product recommendations is what do customers buy after viewing this product

Four facts you need to know about product recommendations

Product recommendations are responsible for an average of 10%-30% of ecommerce site revenues.

However, with so many ways to present product recommendations, I’ve decided to highlight four facts based on anonymous aggregated data collected from 50m sessions that were exposed to product recommendations.

Keeping these four facts in mind can really make a difference in generating what can be up to a third of your site’s revenue.

Personalised Hollywood star

17 highly informative personalisation blog posts and reports

In a week’s time we’ll all be basking in the reflected glow of some of the world’s biggest brands at our Festival of Marketing.

The likes of LEGO, Tesco, M&S and Barclays are set to share their marketing wisdom, and we’ve also booked Tulisa and Bradley Wiggins to add some random celebrity glitz to the mix.

One of the streams at the festival focuses on personalisation, so to help you get to grips with the topic ahead of time I’ve rounded up a load of blog posts and reports on the topic.

Here they are in all their glory, but don’t forget to also head over to the festival website and book yourself a ticket...


When marketing automation goes wrong

Consumers love it when a company's mask slips. They jump on perceived proof that businesses are all in it to rip off the customer.

PR snafus such as Sainsbury's recent inside-outside poster are a good example of this phenomenon. Social media goes crazy.

In recent times, the move to enhanced service, partly stimulated by the commercial internet, means the mask has further to slip (but it still can). Companies aim to be transparent and friendly with customers on an increasing number of marketing and comms channels, but mistakes still occur.

Marketing automation is one area where brands must be vigilant, lest the wrong message be sent or the right message at the wrong time.

So, here's a roundup of some ways in which marketing automation can go wrong, in social, ecommerce, email and advertising.


C3: Seth Godin on appealing to the weirdos

As a marketer will you choose to industrialise or to make art?

Will you choose to appeal to the maximum amount of people as possible via the safest of methods or will you appeal to those on the fringes? The people who may not immediately drive huge traffic or revenue for you but will make your business stronger in the long-term.

This is a question posited by author Seth Godin, who delivered a keynote speech at C3 in New York last week.

Here are Seth Godin’s thoughts on ‘the fork in the road’ and the decision on which direction you may want to take. 


10 online marketing stats we've seen this week

How many three to four year olds own a tablet?

Read on to find out, along with other stats on party political conference buzz, digital ad spend, B2B procurement habits and much more.

For more online marketing statistical insight, download the Econsultancy Internet Statistics Compendium.


10 loyalty-building strategies for customer retention

Ongoing profit from a customer’s lifetime value is generally much higher than any one single transaction. 

However in order to achieve higher customer lifetime values (CLV) you need to have some strong customer retention strategies.

If you do this, you’ll also find that it’s much cheaper to retain a loyal customer than it is to constantly acquire new ones. 82% of companies asked in our Cross Channel Marketing report agree that customer retention is cheaper than acquisition.

Customer retention is a must for any business where its goals are for long-term success. Here are some of the ways that you can achieve this.


Spotlight on data privacy: three steps to building consumer trust

Consumer concern about data privacy has shifted over the past decade.

More than ten years ago, consumers were concerned when companies such as Amazon analyzed their data to provide them with a recommended list of products they may be interested in based on their purchase habits.

Fast forwarding to today, many consumers now expect companies to mine their data through the use of analytics to provide them with relevant offers and products to improve their shopping experience.

Yet, recent data breaches have placed a spotlight on data privacy once again, moving the topic of consumer personalization versus privacy back to the forefront of the marketing conversation. 


Five key trends and takeouts from Google I/O 2014

This year’s Google I/O conference, held weeks after Apple’s WWDC, showed the world that Google really is taking over every aspect of our lives, and challenging its fiercest rivals.

As Android users have increased from 530m last year to more than 1bn this year, Google announced its ‘biggest ever overhaul’ with a completely new set of Android products. 

Read on for my top five developments (plus a dose of healthy rivalry)...


The ultimate guide to personalisation: content retargeting and engagement

Online shopping has become so much more than simply a place to buy.

Ecommerce websites are now places to curate brands and promote customer interaction and editorial content is a key tool to ensure consistent engagement for continued sales and results.

Here’s an overview of how you can use content to help increase conversion rates.

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exchange rate agile creative in email

Agile creative to improve email marketing conversion rates

Agile email creative is the formatting of images not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.

This allows one to change pictures in an email depending on a host of variables, on their own or combined, in a rules-based system.

A lot of what this agile creative can achieve boils down to improving the user journey when they open an email. So, for example, an image can present latest availability of a product, so that when the customer clicks through from a product image, she isn’t surprised by lack of stock and doesn’t subsequently distrust brand comms.

I’ve previously talked to Movable Ink, a specialist in simplified email build and agile email creative (see this post for an overview and some great comments). Recently I also spoke to Matt Hayes of Kickdynamic, another agile email specialist.

We discussed the possibilities of the technology and how, although not a complex premise, agile email is enlivening the channel whilst increasing conversion rates from email marketing.

In this post I thought I’d detail some more examples of agile email creative and discuss what benefits they hold.


The ultimate guide to personalisation: upselling and persuasion

As technology has advanced, so has the online marketer’s ability to shape website utility and brand perceptions.

Product recommendation engines were the first real move away from a one size fits-all website, but it wasn’t until the introduction of A/B testing that ecommerce professionals started to look at personalisation as more than just algorithmic product curation.

Ecommerce is graduating into a new phase of personalisation where customer segmentation capabilities and the ability to serve targeted content in real-time are a viable reality for most online businesses.

The bricks-and-mortar store is no longer the only place the customer can see the personal face of the business as personalisation bridges the gap between the clicks and the bricks.  

This guide aims to identify some effective personalisation tactics that ecommerce businesses can implement to improve the customer experience and drive conversions.