Loyalty 2.0: How retailers are innovating to improve customer loyalty

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Tesco announced recently that it had been running a trial at its new concept store on Villiers Street in central London, in which digital discount coupons were pushed to the smartphones of 40,000 shoppers who had ether passed by the store six times during a two-week period or walked in and out of nearby Embankment station. Customers could redeem their coupons by scanning them at one of the store’s self-service checkouts. Tesco described the trial as an attempt to use the...

By Luke Griffiths, 14 July 2015, 2 comments. Categories: Best Practice, Customer Experience, Data-driven marketing.

Cool or creepy? How far to push personalisation without upsetting the consumer

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With everyone extolling the values of personalisation for improving the customer experience and getting closer than ever to the customer, it can be hard to know how up close and personal to get. The danger has always been that get too personal with your offering and marketing and you may be seen as being intrusive. Be too aloof on the other hand and you may be missing a huge opportunity for your brand.

A new study from personalisation specialists RichRelevance however claims to...

By Liz Morrell, 14 July 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Why loyalty schemes are more valuable to consumers aware of the value of their data

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Loyalty schemes are the key incentive for consumers to hand over their data as consumers increasingly appreciate the value of their own data, according to a new report from consumer analysis and data marketing specialist GI Insight. The research showed that in a survey of more than 1,000 UK consumers more than three quarters of respondents (76%) didn’t want to hand over their data unless a business had a ‘proper loyalty scheme’ in place.

The report showed that this...

By Liz Morrell, 08 July 2015, 0 comments. Categories: Customer Experience, Data-driven marketing.

Power to the people: The need for the human touch in omni-channel

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I recently heard Elon Musk, CEO and CTO of SpaceX and chief product architect of Tesla Motors, talk about technological advancements in the motor industry that will soon see the rise of driverless cars and the likely demise of humans behind the wheel. Although no one can deny the intelligence behind the technology, it sparked a question for me: how far will the future generation control their own destiny?

We have entered a world where our fridge will be able to order our milk...

By Max Eaglen, 07 July 2015, 0 comments. Categories: Campaigns, Customer Experience, Data-driven marketing.

Consumers may be more open to email marketing than we think

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Getting the balance of email marketing right is a constant challenge for marketers who often err on the side of caution since the risk is losing customers by bombarding them too much.

Yet a new report claims to have discovered that consumers are more receptive to email marketing than many believe. The report, from global data solutions provider Return Path, says that highly active users will actually tolerate up to an average of 5 messages a week before the level of complaints offset...

By Liz Morrell, 01 July 2015, 1 comment. Categories: Customer Experience, Email marketing.

How first-party data is proving a key ingredient in marketing success

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Marketers are increasingly getting better success by embracing first-party data rather than the previous norm of third-party data as they seek to provide more relevant customer experiences powered by insights from their own users.

Results from Econsultancy and real time, cross-channel marketing technology specialist Signal, following a survey of North American marketers found that amongst those who reported the strongest ROI from their data-related investments 81% of those regularly...

By Liz Morrell, 30 June 2015, 0 comments. Categories: Customer Experience, Data-driven marketing.

Freemium models and digital services: When do you pull the ladder up?

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If it wasn’t clear enough already, it’s painfully obvious now: if you’re offering a service you expect users to pay for, you need to give them a freemium option to begin with. But you might be losing out if you can't upgrade your freemium base.

Recent research from e-commerce provider Avangate, of 1000 consumers, makes the priorities clear. 97% of users prefer flexible purchasing options when selecting premium...

By James Bourne, 26 June 2015, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, M-Commerce.

Consumers turned off by generic messaging demand greater personalisation of ads

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Consumers increasingly want personalised, less regular but more targeted messaging, according to a new study released this week which says that nearly two thirds (63%) of respondents are annoyed by repeated generic messaging.

The conclusions are drawn from global research of 2,200 consumers by marketing automation platform Marketo which also showed that more than three quarters of respondents (78.6%)  said that they would only interact with a brand’s coupon or offer if it...

By Liz Morrell, 24 June 2015, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

Digital might be personalised – but it is not yet socialised

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We are social animals.  In a world where everything is a click away, when day-to-day living, work and even social interaction can be done purely online, many of us still want, and need, to feel the attention of another human being.

There is no ignoring that online retail is part of our lives - a recent IMRG Capgemini e-Retail Sales Index claimed that online sales grew by 16% to £ 91bn in 2013, accounting for 21% of the total retail market, with Christmas sales rising to...

By Max Eaglen, 23 June 2015, 0 comments. Categories: Customer Experience, Social Media Marketing.

Salesforce launches next generation Marketing Cloud

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Marketing vendor Salesforce has launched the next generation version of its Marketing Cloud giving marketers the ability to now create any journey possible, according to the company.

The business has unveiled a number of enhancements to the platform. These include enhancements to its Journey Builder functionality which it says no allows companies to have one place to map and optimise journeys across sales, service, marketing, customer apps and more.

The company has also enhanced its...

By Liz Morrell, 22 June 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Marketing Cloud.