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NEWS
Majestic Wine delivers hyper-local, personalised customer experience
As part of Majestic Wine’s wider omnichannel strategy, SDL’s technology improves website search and navigation, enables smarter merchandising, and ensures Majestic Wine can continuously and consistently deliver campaigns and experiences to its customers in a more relevant way. Customers now have a seamless online experience, as Majestic Wine is able to replicate in-store personal interactions, which increases customer satisfaction and loyalty. Majestic Wine is also driving online
personalisation and relevance by using SDL Campaigns to segment its customer database and take advantage of data provided by customers such as their product preference, location or local store stock, and then deliver relevant offers to its customers via their preferred channel and device. Te technology syncs and integrates with Majestic Wine’s eCommerce product catalogue and customer data to give shoppers personalised experiences, unique selections of offers or compelling promotions like free tasting offers based on the geo-location of customers in relation to the local store. It can now show products that are likely to appeal to specific customers based on location and behaviour. With smarter merchandising, the company is able to take what it knows about its shoppers, blend it with product and business data, and offer the shopper the most relevant wines and best-performing merchandising campaigns to drive conversion rates and sales. It’s also much easier for customers to find and discover the wines they want
and for the Majestic Wine eCommerce team, it’s also faster and easier to optimise the experience. Richard Weaver, eCommerce Director
at Majestic Wine commented, “Tis technology is helping us to raise the bar in such a competitive marketplace. We believe relevancy and personalisation is the key to rising to the omnichannel challenge. We want to offer the best possible customer experience in-store and online and working with SDL allows us to step up to this challenge.” “Take sparkling English wine, which
is popular at the moment, as an example. Because of the integration between our website, our stock system and SDL eCommerce, we’re able to offer our customers in Tenterden a broader range of wines from the local Chapel Down winery than we offer nationally, because that’s what’s in stock locally. Tis means we avoid something retailers dread – customer ‘out of stock’ disappointment. Tis also helps us to further showcase the in-depth knowledge we have of the wines we sell by providing the right product to the right customer at the right time online,” he added. Mark Lancaster, CEO and Founder
at SDL said, “To compete and differentiate in online retail, the silver bullet is to create a unique online shopping experience that is tailored and personalised to the context of shoppers and shopping scenarios. Doing this using an omnichannel approach that connects online and offline seamlessly, is the crux of great customer experience. We’re delighted to be partnering with such a successful and forward-thinking household name.”
Warm weather causes M&S, Next & N Brown Group to miss targets
Leading retailers have blamed the unseasonably warm weather for poor demand for Autumn & Winter fashion. Next downgraded its profit guidance
from £795 million to between £750 million and £790 million, whilst also reassuring the City that its introduction of transitional ranges for 2015 will help to keep its sales on track. Meanwhile, as widely reported, N Brown Group has also turned in disappointing half
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year results which some attribute to its reduction in mailed catalogue volumes as well as the weather. Sales fell by 0.6 per cent to £407.3
million at the group which is midway through a major modernisation programme which will see it focus more heavily on its online offering as well as open further bricks and mortar stores. Te multi-brand business is also working to even out its seasonal marketing spend.
PARTY ON!
Over 127,000 direct selling parties held last year
New figures released today have revealed nearly 900,000 people attended one of 127,000 direct selling parties in 2013. Tese parties, where products are demonstrated in a fun and relaxed environment are seeing a major surge in popularity according to the Direct Selling Association (DSA), the trade body for the industry. Parties now account for 35 per cent of total direct selling revenue in the UK, growing over 150 per cent since 2009, when this kind of selling accounted for just 14 per cent of all direct selling. Direct selling is where goods are sold direct to consumers outside of a fixed shop. Direct selling parties allow sellers to showcase their products, from kitchen equipment and home accessories to clothes and jewellery in front of groups of people in a social setting. Lynda Mills, director of the Direct
Selling Association says: “Direct selling has been growing in popularity over the last few years, and it’s very positive to see so many more people joining the party. Parties provide a new way for people to try products, socialise and buy, and are becoming increasingly more mainstream. We’re seeing more and more companies entering the party market – whether it’s existing companies like Amway who have added party selling to their offering, or new entrants like Stella and Dot, which offer a new experience.” Te direct selling industry has seen
a significant rise over recent years, with more people turning to work in the sector as an alternative to traditional employment, and more people buying this way as an alternative to the high street or buying online.
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