FIGARODIGITAL.CO.UK MATT GRISMAN,
DATABASE SERVICES MANAGER AT
MOSS BROS GROUP PLC
Moss Bros are a brand who were self- confessedly ‘late to the
email party’, but now it’s helping to shape your multichannel strategy. What’s your approach to email marketing and why is it so important?
We’ve been making the transition from ecommerce novice to leader and email has played an important role in that transformation. Applying ecommerce best practice has allowed Moss Bros to earn some very quick wins – from basic segmentation, which the business had never done before, to making content work harder in generating incremental sales. We’re now looking to the multichannel future, which includes the introduction of a single customer view platform. We’ll be making best use of this with our existing and future email communication knowledge and experience. Email can be a much maligned channel, considering the amount of spam we all seem to receive. The
89%
Any quick takeaways in this area?
MOSS BROS Matt Grisman, Database
Services Manager at Moss Bros Group PLC, tells us how the menswear specialist is adapting to digital by focusing on email
discussion about ‘how many emails are too many emails’ and ‘how do I keep my customers engaged’ has been raging for some time now but is more important than ever, given the multichannel world in which we’re all working today. Emails are important because of the ease with which consumers can open and read them on their smartphones. It’s not simply about driving sales. It’s an increasingly important means of building brand awareness.
Two key points. The fi rst is that email should be near the top of the priority list when it comes to developing any multichannel communications strategy. Secondly, it’s never too late to make the most of your email database. Even some of the big players still have a lot to learn and improve on.
What’s the single biggest issue facing marketers in your sector at the
moment?
Multichannel and, more specifi cally, the cross-device journey consumers are taking to purchase. The key is in joining the dots which, given a robust single customer view strategy, can be fairly straightforward. The issue is what then to make of the joined up picture and how best you can improve your communications, offers and purchase journey based on these fi ndings. It’s not a quick fi x and takes some time in analysis, testing and evaluation before real incremental results are achieved.
moss.co.uk
1,000 MARKETING MESSAGES A DAY. 89%
WE ENCOUNTER AROUND
OF THEM GO UNNOTICED. Source: 7thingsmedia
63% OF US GO ONLINE WHILE WATCHING TV. 86% OF PARALLEL INTERNET USE IS
NOT RELATED TO THE PROGRAMME BEING WATCHED.
Source: Google 11 issue 23 january 2015
40 TIMES BETTER AT ACQUIRING NEW CUSTOMERS THAN FACEBOOK AND TWITTER
IN THE US EMAIL IS ALMOST
COMBINED. Source: McKinsey & Company
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