How To Use New Marketing Tools And Analytics To Boost Customer Engagement: #RSP16 On Demand

From creating an "advocate army" to maximizing the benefits of location information, retailers are finding new ways to optimize both internal and external data. Close to 1,000 retail executives joined the #RSP16 Retail Strategy and Planning webinar series last week to tap into the latest tools and trends. Key takeaways included:

  • Cart Abandonment messaging is now the most profitable email strategy;

  • Even though they account for less than 19% of web traffic, "bad" bots are responsible for the majority of web site problems;

  • On average, 50% of a database has opted out or is unreachable; and

  • As many as 40% of merchants not sharing their POS or inventory data with any of their suppliers.

To learn more, read the recaps below and view all sessions on demand: Retail Strategy and Planning Series #RSP16.


Finish Line Blends Online And Offline Data To Personalize Emails

FinishLine storefrontLeveraging data from customers' in-store and online activities to create more personalized email communications, Finish Line has expanded its customer base while simultaneously boosting open rates by more than 15%.

"We're using as much data as we can to send emails that are as personalized and to the point as we can," said Scott Posilkin, CRM and Retention Digital Email Strategist for the sports and activewear apparel and footwear retailer. The result is that Finish Line is reaching more customers in segments the company is targeting, without suffering reductions in either click-through rates or open rates.


Paul Fredrick Achieves 70% Email Revenue Growth Via Automated, Personalized Messaging

0bDN PaulFredrick ImagePaul Fredrick, a retailer, designer and manufacturer of menswear, has achieved a 70% boost in revenue growth from its recurring email messages after selecting Bronto to revamp its email marketing strategy.

In the two years since the Paul Fredrick team started working with the platform, the retailer has moved away from "batch-and-blast" email campaigns, seeking to gain a more personal relationship with its intended consumers while leveraging more automation.


Five Ways To Attract And Engage Today’s Hyper-Connected Shoppers In-Store And Online

0aMolly McComb Citi Retail ServicesThese days the lines are blurred between in-store, digital and social shopping choices. Consumers and retailers alike are struggling to keep up with the rapidly changing options. What’s au courant one day can be passé the next. Some retailers are doing a better job than others, and I’m often asked about the best examples I’ve seen of retail marketers keeping up. These five tips are based on some of my recent observations, and on insights derived from Citi Retail Services’ research and decision management groups and from other research organizations. They also incorporate findings from our Shoppers Connection online focus group.

1. Ensure that the online/offline coordination of your value proposition is seamless and delivers on the promise of convenience.  Shoppers’ mobile engagement continues to increase at a rapid rate, and these consumers demand a seamless experience to draw them into the physical store. Retailers however can only capitalize on the growing trend of buying online and picking up in store by ensuring the experience is smooth from end to end. For example, when a shopper visits a store to pick up a product, it’s critical that the store knows her, has her product, and that the checkout/pickup process is quick and easy. 


Episerver Accelerates “Autonomous Personalization” With Peerius Acquisition

1 - Episerver

1 - EpiserverDigital experience provider Episerver acquired London-based Peerius, a provider of intelligent cloud-based omnichannel personalization.

The acquisition adds Peerius’ smart personalization technology to the Episerver Digital Experience Cloud. It also enables Episerver's vision of “autonomous personalization” which supports users in real-time with predictive and adaptive analytics that apply machine learning to big data. The addition of Peerius means that Episerver now influences some $18 billion in annual digital commerce revenue today.

Peerius "effectively supercharges" the Episerver Digital Experience Cloud’s ability to help businesses improve customer experiences with real-time personalization, said Mark Duffell, President and CEO of Episerver, in a statement.


Exclusive Interview: Moleskine CEO Tackles Brand Transformation

0aarrigoIn this exclusive interview with Retail TouchPoints, Moleskine CEO Arrigo Berni explains the company's transformation, from a single branded notebook to a global retailer featuring branded boutiques and cafés.

Loyal consumers have depended on Moleskine as their go-to brand for notebooks, diaries, sketchbooks and planners since 1997. Designed based on products sold in Paris in the 19th and 20th centuries, the Moleskine brand was trademarked in 1997. By the early 2000s, sales reached $26 million; and the company was purchased by a European private equity firm in 2006. Moleskine products were sold in 22,000 stores across 95 countries by 2012; and the company went public in 2013.


Fanatics Scores 27,000 Personalized Marketing Campaigns With Salesforce

As a brand built on riding the emotions of sports fans at their most intense moments, online sports merchandise retailer Fanatics aimed to bring some predictive and personalization power to bear by implementing the Salesforce Marketing Cloud.

In the last year alone, Fanatics used Marketing Cloud to strengthen its email campaign capabilities by:

  • Generating 27,000 personalized campaigns;

  • Sending 3.8 billion messages; and

  • Building a product recommendation section that generates between 15% and 20% of overall click-through rates, making it the brand's second-largest contributor of customer engagement.


5 Ways Retailers Are Using Behavioral Economics to Supercharge Offers

0Aron Ezra OffercraftWilliams-Sonoma thought they had a hit on their hands. The retailer had introduced a home “bread bakery” machine into their stores for $275. But consumers weren’t interested. They chose the nearby French press or mini grill instead.

Instead of yanking the bread maker, Williams-Sonoma changed how it was presented. They added a larger model of the bread maker priced about 50% higher. Suddenly, the $275 version began to fly off the shelves. Given two breadmaker models to choose from, people saw the smaller one for less money as the better deal, and they pounced.

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