Spalding’s DTC Push Is A Slam Dunk: E-Commerce Sales Skyrocket 270%

Spalding, the sporting goods company traditionally known for selling basketballs and other sports equipment through third-party retailers, is now seeking to score big in the direct-to-consumer (DTC) game. In fact, Spalding’s 2019 goal is for e-Commerce to generate 25% of its total sales.

The company is certainly moving in the right direction. After reassessing its digital strategy during the 2017 holiday season to ensure the brand understood the differences between its B2C and B2B audiences, Spalding has seen:

  • A whopping 270% increase in e-Commerce revenue year-over-year;
  • A 66% increase in average order value (AOV); and
  • A much faster shopping experience, with 100% site uptime through product listing pages, site search, navigation and more.

Monetate Appoints New CMO, Unveils New Look

MonetateLisa Kalscheur has appointed Lisa Kalscheur as CMO and rebranded its logo and web site. The solution provider is capitalizing on growing demand for personalization technology as it expands its team and develops new offerings.

Kalscheur was previously SVP of Marketing at NewsCred, a content marketing company, and VP of Marketing at AppNexus, a cloud-based software platform. She also has served as Director, Network Marketing at AOL.


Google Unveils Personalized Shopping Portal, Sets Sights On Amazon’s Product Search Share

Google has introduced numerous retailing iterations over the years, including Google Express, Google Shopping Actions and even buy buttons, but the search giant is hoping its latest version of Google Shopping finally provides the frictionless experience required to keep consumers on the site.

The newly redesigned Google Shopping homepage, launched in the U.S. in mid-July, is personalized by shopper browsing history and provides access to “millions of products from thousands of stores,” according to a May blog post from Surojit Chattarjee, VP, Product Management, Google Shopping.


Creating Personalized Experiences Is The Secret To Growing Your Loyalty Base

0aaaBob Meixner OracleDigital technologies have radically changed the way retail companies operate online and in-store. And today, digital technologies will, and have, radically changed the way retailers connect with their customer base. Personalized customer content is what today’s consumers demand. According to a customer experience survey by Gartner, 81% of marketers state that they expect to be competing mostly or completely on the basis of customer experience in two years’ time. As personalization drives customer experiences, this can’t be ignored.

Personalization technology and strategies have been around for over a decade, but marketers are finally coming to the realization that relevant, in-real-time personalization is no easy feat. Many who have tried have failed for a variety of reasons, whether due to insufficient or inaccurate customer information, disconnected experience management tools or the inability to quickly analyze data to make in-the-moment actions.


Securing Customer Loyalty Through Emotional Engineering And Personalization

0aaaRavi Teja RobosoftMuch has been written about how AI and personalization are transforming the way that retailers operate. The ability to understand a customer’s interests and purchase history gives retailers the opportunity to deliver valuable information that helps customers make more informed purchasing decisions. However, providing recommendations based on customer data is only part of the story. For retailers, it’s all about finding ways to create a unique user experience that increases brand loyalty. The question is…how can retailers make that connection with customers? The answer lies in the concept of emotional engineering as a method to create customer loyalty.

The idea of incorporating emotional engineering into the design of mobile apps can help separate companies from their competitors. But first, let’s explain emotional engineering. The term was coined by professor emeritus Mitsuo Nagamachi of Hiroshima University, and it is defined as “the technology to design goods which appeal to emotion and sensibility by translating human sensibility and images into physical design factors.”


Getting Ahead Of Technology Trends: Turning Customer Data Into Personalized Experiences

0aaaCarol Juel SynchronyIt’s easy to think that our dependence on devices means that e-Commerce is the clear future of retail. But research indicates that brick-and-mortar sales are still very competitive. How physical stores continue to compete with their online counterparts will depend largely on how retailers embrace technology to better understand and engage their customers.

Creative thinking is key to staying relevant among the “born-to-swipe,” digital-native generations that make up an ever-larger portion of purchasing power. Retailers should focus on getting ahead of technology trends, as well as partnering with companies that will give them an advantage. There’s a lot of change afoot: machine vision, continuous intelligence, the expansion of the Internet of Things (IoT), and other capabilities promise new opportunities to cater to customers’ needs and desires.


Enriching The Customer Experience Through Journey Mapping And Personalization

0aaaDeepak Moudgil WiproDigital technologies have given customers unprecedented power to dictate the terms of purchase, to the point that instant gratification has become the norm. Customers expect the same kind of immediacy, personalization, and convenience in all their interactions with a brand. Therefore, companies must understand customer-behavior and be ready to cope with the demands created by multiple customer touch points. Failure to deliver personalized customer experiences at the right time, on the right channels can lead to customer churn and even business demise.

The question is, how can personalized services be provided in a highly digital-driven world? How can an organization deliver a connected, consistent experience across all touch points? More importantly, how can companies balance human and digital interactions to deliver an enhanced user experience while strictly adhering to privacy regulations?


Ulta Beauty Powers Personalization With Expanded Google Cloud Partnership

Ulta Beauty is expanding its partnership with Google Cloud amid increased engagement with customers in-store and online, along with the development of its Virtual Beauty Advisor tool designed to deliver tailored recommendations and help shoppers choose the right products.

Ulta is presently using Google Cloud solutions to power personalization initiatives and to organize, analyze and transform data from 30 million Ultamate Rewards loyalty members into valuable insights for its customers, Thomas Kurian, CEO of Google Cloud, wrote in a blog post.


Data As Currency: Personalization With Permission Increases Share Of Wallet

0aaaBrian Cleary RedPointGlobalThe scales of power are tipped in favor of the consumer. With a single click or tap of a button, consumers can order anything they want and have it delivered in mere minutes to their doorstep. But it’s no longer enough for brands and retailers to have a one-way conversation with customers. The majority of individuals demand a two-way dialogue. That means companies must not only streamline the checkout process, they also have to provide consumers with a personalized experience along the way.

The shift from transactional to meaningful customer relationships requires data from the consumer to personalize the process. But just as consumers are in control of their path to purchase, they are also in charge of their personally identifiable information (PII). They can enable push notifications or text messages to alert them about the next best offer, and they can certainly choose which data they want to allow brands and retailers to have access to. They expect that brands will request permission to use their data — and if/when they hand over their information, they want it to be used to enhance their experience. These new levers of consumer power are driving changes in marketing behavior.


Exclusive Q&A: How Shoppers’ Awareness Of Their Own Data’s Value Is Redefining Personalization

Greg PortellConsumer data represents an emerging market that could be valued at $7 billion, according to Greg Portell, Lead Partner in the Global Consumer and Retail Practice of A.T. Kearney. With data protection laws becoming a point of discussion in some states, retailers need to plan for how they will handle the coming shift in data ownership and use.

The future of data will be the focus of the Personalization: Elusive But Not Impossible session at Retail TouchPoints LIVE! @ RetailX, June 25-26 in Chicago. Portell will explain why technology and data alone aren’t enough to create true personalization — and how shoppers have become increasingly aware of the value of the data they produce.

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