CRM ☛ WEB VERSION: Click Here “ 20

... It is not unusual for 80 per cent of a brand’s profit to be driven by 20 per cent or fewer of its customers.”

past, it doesn’t necessarily mean it won’t ever work. If you believe your idea is worth testing, don’t let a previous test from 5 years ago stop you. Conversely periodically check that existing automation campaigns are still performing.

5. Don’t just stick to email By using more than one channel to communicate with your customers you will increase response, eMail is great, but don’t forget direct mail, SMS, on site personalisation, retargeting etc. One of the most under- utilised customer touchpoints is the delivery, examples include a clothing business which achieved a 19.4 return on ad spend – ie: for every £1 spent, it generated an incremental £19.10 in sales.

6. Resist buying the latest CRM system Review your existing systems to see what there is, as well as existing welcome programs and CRM capabilities. More often than not, retailers’ existing eMail service providers or ESP’s have marketing automation as a module, but it hasn’t necessarily been implemented for all sorts of reasons. Poor implementations are also common as many system

integrators struggle with the legacy systems common in retail. However, quick fixes can overcome most blockages. This then allows you to kickstart marketing automation at minimum cost, as well as providing insight and learnings that can be used when a more sophisticated CRM system is adopted.

7. Don’t view Automation as a way to cut corners If you’re looking at automation as a way to cut corners or avoid certain processes, your outlook is wrong. When you weave automation into your customer journeys, you are not eradicating necessary jobs. Rather, you are delivering a much better, more personalised experience. This will result in a higher repeat and conversion rate. It also allows your team to do more by being more efficient.

8. Don’t stop It’s easy to set up a welcome programme and feel that you’ve done a good job, but great lifecycle marketing happens throughout the customer journey from welcome to reactivation and every stage in between. For example, if you sell a considered item such as Furniture, when an old

customer starts to browse sofas, you can use this to trigger a series of emails explaining why your sofas are so much better than others This reassures the customer that you are the experts and will likely secure that next sale.

9. Use 3rd parties to help you get started Use consultants or agencies to shorten the learning process and avoid mistakes, especially for the initial analysis. 3rd parties will not have any unconscious bias when looking at your customer behaviour.

10. Measure your customer loyalty Every brand is different, so there isn’t a one size fits all metric for customer loyalty, in fashion I like to measure the 90 day repeat percentage, ie: how many customers return within 90 days of their last purchase. For food and FMCG retailers this would be too long a time period and for a furniture retail it is too short. Set the time period that is right for your business. Don’t worry about benchmarks, just constantly try to improve against your own figures and you will see great results.

Direct Commerce |

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