Do you have your Christmas 2018 Strategy in place?

As we sit in a baking hot office in the middle of another heat wave, we long for cold winter nights, wrapped up by the fire, sipping mulled wine and snuggling under a thick duvet. You might think it’s too soon to start thinking about Christmas 2018, but it’s not, especially if you’re in retail. If you haven’t already it’s time to get your festive hat on………. or maybe a nice cool straw hat for the time being.

 

So what can the marketing teams be planning now, here are some tips to start future proofing your success for A/W 18:

Get your trend on

Look at the fashion, interior and Christmas trends predicted for Autumn/Winter 2018. Start pre-categorising your A/W product range into these trends. Re-write product & page copy ready to upload to dedicated pages, when the time comes, to maximise on natural search results.

Experiment with some of your paid search spend – what trend related search terms could you appropriately target to pull further traffic into your product pages?

Ensure your social team are incorporating relevant trend hashtags into their posts about your products, you could inspire engagement from a new audience if you’re visible.

Include nods to the trends that sit best with your products with any seasonal photography, to ensure your imagery stays fresh and ahead of the curve

Try product placement or developing a relationship with key influencers within each trend niche – featuring in their marketing and media not only positions you well within a trend, but is worth PR riches.

The top fashion trends as cited at Paris Fashion Week in March are:

1. Head to toe animal print
2. Leather dresses
3. Cape crusaders
4. Silver, holographic and Sci-Fi
5. Tweed
6. The 70’s – think shearling & crochet
7. Pleats
8. Silk
9. Obvious logo/brand placement
10. Layering coats

Interior design colour trends are:

Colour trends

1. Navy Blue
2. Autumn Maple
3. Neutral Gray
4. Toast
5. Scarlet Red
6. Tawny Port
7. Golden Lime
8. Shaded Spruce
9. Light Blue

Christmas 2018 trends as shown at Christmas World are:

Vivid heritage
A mixture of traditional handicraft skills from different cultures combined with strong colours similar to Golden Lime, Scarlet Red and Shaded Spruce. Think embroidered patterns inspired by folklore and ethnic tradition.

Eclectic Gathering
This trend includes reflective, shiny and sparkling materials such as crystal, foil, mirrored glass and mother of pearl incorporated with lively details, over the top shapes and patterns. Colour palette combines pink, lemon, mandarin, azure, rosé, black and gold.

Balanced Sobriety
A mixture of matt brass, light coloured wood and shiny black surfaces with a Japanese influence. Colours range from pure white to rose gold, a shiny but cool grey, a deep red and black.

Splendid History
Think historical treasures. Lace, feathers, semi-precious stones, pearls and marble combined with dark, saturated colours with accents of aquamarine and gold.

Plan ahead for big shopping days

Don’t get stung by Black Friday or Cyber Monday but embrace them and create a plan that works with your business. Also look back at last year’s data and see what your best shopping days were and use them as additional opportunities.

You don’t have to discount all your products to keep your head above the water but create exciting deals for your existing customer base, that could also entice new customers. This could include exclusive offers and enhanced loyalty offers.

Think cleverly around your content strategy on all your platforms. Create a content plan specifically for the run up to and including big shopping days which includes engaging content in partnership with key influencers.

For smaller brands, Black Friday or Cyber Monday can actually be an opportunity to catch the eyes of new customers. Yes they’re hunting for the best deal but remember they are also looking for a great experience so make sure that you have all your ducks in a row and the experience from pre purchase through to post purchase is seamless. A great returns policy goes a long way!

Not forgetting the importance of resource. Ensure you have enough staff clued up and your website and team can handle the high volume of customers and sales. Your customer service team need to be super charged and understand all the many things that could go wrong so they are fully prepared to diffuse any situation that might arise.

Connect with your customer

Get the customer involved by sending out a small survey to see what they want around Christmas, exclusive offers? Exclusive content? Tips and how to guides etc. This sort of priceless insight can help to shape your content plan as well as boosting your customer engagement by making an emotional connection.

Christmas can be a joyful experience for most but also very stressful for those that have big families entertaining large groups or those that just dislike Christmas! Think about how you can alleviate some of that stress for your customers. Try and tap into your customers’ needs and help solve their stressful shopping problems. This sort of insight can be gained by using the survey. Content can then be created around the specific pain points and drip fed across all your channels in the run up to Christmas.

If you have a physical presence, connect online with offline by offering unique services instore to gain footfall like a free gift wrapping service, instore product demonstrations or personal shopping services. Try and make the shopping experience as enjoyable as possible as it can become quite the chore.

Listen to your customer

Did you get any bad reviews, feedback or complaints last year? Take a look back at what issues your customers voiced and make sure everything is fixed for 2018. This could be delivery problems, product information, site speed, checkout issues, the list can go on but ensure you have all of them ironed out and content updated so that your customers don’t face any of the same issues.

The key thing to remember is that a retailer’s main focus around Christmas is to inspire customers and take the stress out of the largest shopping event of the year which will lead to more revenue. Try and make it fun and interesting but most of all be prepared!

If you want any help or advice in putting together your 2018 Christmas marketing strategy give us a shout on enquiries@leapfrogg.co.uk.

Onwards and Upwards

And just like that January was over, we’re all eating pancakes and love is in the air!

It’s safe to say that it’s been a bit doom and gloom in the world of retail last month. Looking back at 2017 in a haze as many retailers (but not all!) report a disappointing end to the year.

 

It’s now February so let’s not let all that news bring us down! There’s also a great deal to look forward to as we continue to march into 2018 with arms wide open and prove that retail can overcome the many obstacles it faced in 2017.

Here’s what we’re excited about:

Artificial Intelligence for the marketeer

Proper Sci fi geekery alert! Yes we’re at that point in time, artificial intelligence is now becoming the norm and something retailers are going to have to open their minds to if they want to be competitive.

It’s a bit mind blowing really, there’s now too much data for the human brain to handle on a daily basis which means we’ve needed to bring in the big guns and ask for a little help from the robots.
Using technology such as machine learning and deep learning methods can be hugely beneficial to brands, it’s basically adding brain power to your business that doesn’t sleep.

Machine learning and deep learning methods can assist data analysts to help recommend optimisations to content to improve organic search as well as detecting patterns in real-time to give marketeers an advantage at understanding customers, competitors, or market changes – turning insights into action!

If you want to read more about AI we recommend the following:

“artificial-intelligence-and-machine-learning-what-are-the-opportunities-for-search-marketers”– Search Engine Watch
“innovation-how-can-brands-keep-up-with-unpredictable-audiences” – The Drum

Understanding the customer even MORE

It’s no secret that retailers, especially if they haven’t already, need to get to grips with their customer data to stay ahead of the curve. Many retailers out there still don’t understand their customer’s behavioural patterns, needs and desires and this needs to change.

It’s time to dig deep into the data and updates in Google Analytics are allowing marketer’s to do this on a daily basis. The standard report function now enables more insight into user-level behaviour within sessions, User Explorer has been re-vamped to include lifetime metrics and dimensions for individual users, marketers can create audiences and publish them for analysis within the platform which enables comparison between different audiences over a period of time and finally conversion probability – Google can now identify recent site visitors with the highest probability of a future conversion by analysing historical data and automatically identifying the patterns between variables within sets of high-value customer. We’re in analytics heaven!

#BFF

We read a great article from Econsultancy last month explaining how the ‘working backwards method is key to superior customer experience’. We’ve been thinking this for a long time now and working with our clients to better understand their customer profiles before implementing any kind of digital strategy. Addressing their customers’ needs/desires and problems using the insight provided by the data.

In 2018 brands should be able to predict their customer’s behaviour even before they can, getting to know them inside and out, essentially becoming their #BFF.

GDPR

Ok…this one isn’t as exciting BUT very important and ties in nicely with the necessity of customer data. It’s the talk of the town and we all need to get prepared for 25th May 2018.

The regulation is there to protect EU citizens from privacy and data breaches in an increasingly data-driven world. It isn’t new but it’s the latest evolution of regulations on data privacy and protection so if your business is already compliant with the Data Protection Act you should be most of the way there.

We will be dedicating one of our next posts to GDPR, so watch this space……

Let’s not put our heads in the sand after a tricky year, let’s keep them high and rise to the challenges that 2018 will bring.

Remember, the customer is always right!

Customer vs Content – Who is King?

In a world where marketers are being told day in, day out that “Content is King” we have noticed at Leapfrogg that many businesses have taken this mantra too far and are producing content for contents sake.

Our thoughts seem to be shared by many other marketers shown by the number of similar comments in this brilliant SEO Mythbusting piece we have come across this week.

In this article a number of digital marketing experts have commented that too many times they see businesses churning out a huge amount of un-engaging or useful content because they have been told that if you create lots of content, people will link to and visit your site, which will in turn increase rankings on Google.

This just isn’t true. Yes having interesting, useful and optimised content on your site is very important and forms a large foundation of Googles ranking algorithm BUT there is no point in creating that content if it isn’t going to engage with your customers and if no-one is going to know that is it there.

Likewise content isn’t “just” a load of blog posts housed in a particular area on your site. Content is the entire experience you give your customers and potential customers both on and off your website.

As we have been preaching for years (see our guide to “Customer First Digital Marketing”) putting your customer at the heart of everything you do in your business is the path to success.
Here are our 3 top tips for retailers to follow to make sure the content they are creating will achieve results.

1. Make sure you know who you are creating the content for? Have you really taken time to profile the type of people who might read this content and how useful and engaging it will be to them? What benefits will they get from consuming that content? Will it drive them to take a particular action? Would they want to share it? Remember its quality over quantity. A couple of bits of content that really engage and generate buzz is far better than dozens of pieces of static content that no-one interacts with.

2. Don’t just stick to blog posts. There are a huge number of different types of content that can be used as part of an effective engagement strategy across many different channels. Think Instastories, Interactive guides, Video, Pinterest boards, Facebook apps, Podcasts etc. Every content workshop we run with clients includes up to 30 different types of content! Again think of the type of content that works best for your brand AND your customers.

3. Amplify your content once you have created it. Don’t just create your content, upload it and keep your fingers crossed it works! Make sure you proactively promote it! Share it via email, social, influencers, link to it from other content. Better still get influencers to co-create content with you and share it with their community.

The above tips are only the tip of the iceberg when it comes to effective customer engagement that will also increase online visibility. However, remembering them when it comes to planning your content will start you off in the right direction.

Always remember content isn’t king, your customers are!! Make content for them, not the search engines.

For further advice on effective content & customer engagement please don’t hesitate to get in touch on 01273 322830 or email enquiries@leapfrogg.co.uk

Tips to help retailers win in 2017

With today’s warnings from high street bell-weather, Next, on the challenging year ahead, there’s no denying that the perfect storm of economic climate, tighter spending belts from cannier consumers and shifts in the sale seasons we’ve seen as the UK embraces Black Friday, has had a knock on effect on Christmas shopping patterns and a detrimental impact on retail revenue this season.

It’s now more important than ever to have a solid January to make up any shortfall from Christmas and put good foundations in place for a successful 2017.

We’ve put together some tips for retailers to get 2017 trading off to a good start:

Do you really know who your customers are?

The key to successful retailing, is of course, acquiring and retaining the right type of customer for your business. This is, in turn, reliant on being able to identify who they are and how to attract them.

When was the last time you had a look at your transactional data to explore who your best customers actually were, what they buy from you, how often and what they actually want from your product range and marketing?

If you don’t know that now, with 2017 set to be another fierce year competing for consumer £££s, you must spend January digging into your data and learning everything you can about your customer.

Don’t market to your customers – give them a great experience!

The luxury retail trend of providing customers with a fabulous in-store experience has finally filtered onto the high street, with TopShop and John Lewis both launching in-store facilities that brought the shopping experience to life in 2016. Creating a shopping ‘environment’ isn’t a trend that is going to go away, it’s how clever retailers now ensure retention of happy customers and it’s not confined to bricks and mortar.

When you know what your customer wants from you, emulate that experience online. Is excellent customer service more important to them than price? If so, invest in live-chat, or a better presence on social channels to answer customer queries. Do your customers ask friends and family for advice before committing to a big purchase? If so, make sure your reviews are showing up in your internet search results or work with key industry influencers to give you that editorial cache.

Most importantly, do you have the right team to deliver?

Does your existing team have the skill set to cope with the shifts in consumer expectations and the cannier digital execution needed to retain them?
Digital disciplines established in silos for years; SEO, social media, affiliates and PR are seeing a convergence like never before and you may find that a team that was previously structured beautifully now has glaring gaps from those experts who can see the bigger picture of what a customer wants and have the ability to develop quick solutions to provide it.

Use January as a time to take an objective look at the team you currently have in the business and identify where you may need to skill up.

With these foundations in place, you can look forward to 2017 and coping with all the retailing challenges it throws at you.

3 Christmas marketing tips you still have time to action

Well folks now that Halloween is over all thoughts are now firmly with the approaching Christmas sales season. Most retailers are now heading into their busiest time of year whether that is pre-Christmas gift buying or post-Christmas sales.

 

 

We always recommend that the Christmas marketing wheels start turning in July but for those retailers who have left it late (I hope not many of you!!) there are still things you can action now to maximise Christmas sales over the coming weeks.

Here are our 3 top tips that can be easily implemented now.

1.Christmas gift curation

If you sell products that are suitable as a gift then tell your customers about it! Create a separate category on your site labelled Christmas and put in it a selection of products you think are most likely to sell at Christmas or you want to particularly push. Use your paid search and clear links on the home page to drive customers to it that may be looking for gifts. In our time pressured society many consumers want you to make recommendations of great gifts to buy and why, so make it easy for them. Create sub categories “gifts for him” “gifts for her” “gifts under £20” etc. and include in your product descriptions why those products make great gifts and how quickly you can deliver them.

2.Talk to your customers about giving your products as gifts

I know it sounds obvious but you have a whole load of customers who have bought from you before that may not be thinking of you when it comes to buying presents for others. Make sure as part of your ongoing email marketing program that you are sending emails with content related specifically to Christmas gifting, not just Christmas offers (hopefully linking through to the Christmas section on your site).

3.Don’t forget key seasonal dates

Yes of course everyone knows about Black Friday, Cyber Monday etc. but just make sure you have your ducks in a row on what you are going to offer and when. Amazon have moved the goal posts again only this week by announcing 52 days of Black Friday sales with discounts galore up until 22nd Dec. They have even created a Black Friday section of the site. Whatever your take on promotional activity around these dates make sure you know what you are offering, for how long and how you are going to promote that activity across all of your channels. One tip is make sure you up weight your paid budgets for key sellers and key discounted products as well as brand around those key events to make sure you don’t miss out on traffic.

This post is short and sharp but is probably all you have time to digest in this busy season. Combine these quick tips with those from Lucy and Gwen in our previous Christmas marketing posts and you should be in a much stronger position this festive season not only to gain new customers but maximise their value into 2017.

Boost your festive ROI
Using the Christmas rush to build 2017 sales

Using the Christmas rush to build 2017 sales

For most retailers, the run up to Christmas is a very busy time, when sometimes planning and strategy fly out of the door to be replaced by ringing tills and fast and furious seasonal transacting.

But approached with thought, your Christmas rush doesn’t just need to be a short sharp peak in your annual sales figures, but can be coaxed into something a lot more meaningful for your brand.

In this blog post, we look at 3 simple tips to keep your Christmas rush paying throughout the year.

Collect, collect, collect:

Make your data collection process as quick and simple as possible.

For ecommerce retailers, as well as collecting data during the check-out process, ensure you enable relevant pop up data capture points at key areas on your homepage and as browsing customers leave the site.

For bricks and mortar retailers, investigate how you can capture email addresses along with transactional data at till point. Can you email your customers a receipt? In its simplest form, can you ask customers to leave their email addresses while the transaction is going on, with the offer of January discounts?

Ensure the process is as easy as possible, so your full time staff can fit it in to the conversation at a busy till point and seasonal staff don’t feel awkward asking. If relevant for your business, reward staff for the number of email addresses and data captured to keep that data being collected.

Segment, segment, segment:

Once the Christmas rush is over and we’re in the February lull, take the time to look through the transactional data and see what sparkly Christmas treasures it holds.

For online retailers and those bricks and mortar stores who were able to capture data electronically at till point, you should be able to segment Christmas sales into at least three simple segments:

  • Existing customers buying more at Christmas
  • Brand new customers who have never bought before
  • Those who bought last Christmas and came back for more

Each of these segments can then be nurtured with different messaging over the coming months to turn them from Christmas customers into loyal, year round shoppers:

Existing customers – communicate your thanks, ask them if their friends and family liked their gifts, (or if they enjoyed their own Christmas treats!). Offer them a friends and family incentive for those who they bought gifts for, or a thank you offer for being such a loyal customer (to coincide with any SS17 collection, obviously…).

Brand new customers – welcome them into an engagement programme, share with them your social and blog content, involve them in what you’re doing as a brand and motivate them to return to purchase.

Christmas (or sale) only customers – ask them why they don’t shop with you at any other times of the year, you’re sure to find out something useful; thank them for their input and pop them on the back burner to re-invigorate at your next sale period or Christmas.

If you can’t segment, just say thanks:

For those retailers without the ability to cross reference transactional data with customer data, a simple “thank you” can often work wonders.

Tell them you were grateful for their custom, that they made a difference to you and offer them an incentive to come back soon.

Happy Christmas!

Why smaller retailers are perfectly placed to put the customer first

In the age of customer-first marketing – one might think that bigger retailers are at a clear advantage due to higher budgets, resource, and senior thinking.

Yes, of course, the larger retailers are able to throw money behind building customer experience teams and employing people to solely focus on uniting the business in putting the customer first. However, in our experience of working with all sizes of retailers – we actually think smaller retailers have the edge here.

In this post, I will explore three reasons why I think boutique retailers will find it easier to put the customer first:

Fewer customers

Most retailers would not view it as a benefit to having fewer customers than another, however, one of the main challenges larger retailers face in putting their customer first is having a huge number of customers that they have to understand and cater for.

To truly place the customer at the heart of their business, retailers must know who they are as people, how they shop with them now, how they shop with their competitors and how they can best engage with them in the future. This is a lot of data and insight to gather, analyse and take action from.

The fewer customers a retailer has, the less of a job it is to collect and organise data about them. The less time it will take to gather insight about them and what they want – the more simple it is to get inside the mind of the people who buy their products!

Flexibility

Smaller retailers have less complex business structures and processes that allow them to make change quicker.

We have worked with larger retailers who want to make change within their business to put more of a focus on the customer, but it requires huge resource and management to make those changes and put new processes in place.

We move in an extremely fast paced world and those retailers who can adapt and change first will give their customers the experience they want first.

Customer closeness

Smaller retailers are closer to their customers already and that’s a fact. In a small retail team, many will have direct contact with customers and therefore already have those direct relationships through which to get to know them better.

There is no excuse for boutique retailers not to be working hard to put their customers’ experience as a priority within their business.

Those that are not putting the customer first will be left behind by the competition who are already tailoring the experience they offer to create growth.

If you are a smaller or more boutique retailer the biggest challenge you will likely be facing is the fact that you are so busy running the day to day of your operations that taking time out to develop insight, analyse data and think strategically can be very hard to come by.

Luckily Leapfrogg are now able to help! We are now able to focus our experience with working with over 100 retailers on helping smaller and boutique retailers achieve their strategic goals. Our senior consultants act as board level advisors and in-house change makers to enable business owners or managers to take the time out to think strategically, start to work in an agile manner and take action to focus on the customer first.

Speak to us now about how we can help you start making a change in your business.

The level of customer intelligence within premium retail

Back in February, we launched the Customer Intelligence Index in partnership with our friends at rais.

With such a high level of competition amongst brands to deliver the right experience for their customers, we developed the index to help retailers understand their levels of customer intelligence against their competitors across the following areas:

  • Data: The ability to capture, manage and manipulate multiple forms of data about their customers
  • Knowledge: The ability to use data combined with customer research to develop a deep level of insight and understanding about their customers, who they are and their needs and expectations from the brands they shop with
  • Business readiness: Their internal structure, skill and resource to use customer data, insight and knowledge to make impactful changes across the business

Since the launch, more than 75 retailers have completed the index which has yielded some interesting results.

Picture3

As you can see from the above graph so far, we have discovered the following trends:

Knowledge: Behavioural

Most retailers believe they understand how their customers are behaving when they shop online – from the products and offers that work for them to the channels and touchpoints that they shop through. This means that they are able to use their analytics to assess what is currently delivering good results and adjust marketing accordingly. This is a very tactical level of customer knowledge.

Knowledge: Holistic & qualitative

Approximately, half of the retailers believe they have a good understanding of the types of people who buy their products, what is important to them and why they buy the products they sell.

The lowest level of customer knowledge was found to be in the area of advanced and predictive knowledge. This means that although retailers believe they understand how their customers are currently shopping with them, they don’t have a deep enough understanding of them to predict how they might shop with them in the future. This means that they don’t have a view of the lifetime value of their customers, they don’t feel confident in suggesting products to them and are not sure how much they should, therefore, be spending to acquire customers through specific channels.

This would suggest that much of the scoring around holistic customer insight is based on assumption rather than deep knowledge.

This is further supported by the fact that across the board, retailers scored themselves the lowest across all areas of customer data.

Data: Manipulation

This is the lowest scoring area of intelligence. This means that retailers believe they can capture data and in most cases store and manage it, but lack the ability to analyse it effectively to turn it into useful insight.

A similar story is seen within the area of business readiness. Whilst retailers are scoring themselves ‘average’ for strategic readiness and their in-house skills, they fare worst in their level of in-house process that enables them to use data and insight effectively within the business.

It’s only by internal change led from within the business will fix many of these lowest scoring areas. Overall there is a great deal of work across all areas of customer intelligence to be done across retail.

So how do different sizes of business compare against each other?

Graph 2

As one might expect, the larger retailers with a turnover of more than £50,000,000 have the highest levels of customer intelligence in all areas bar one – customer data capture. We suspect, they have such a complex and wide customer base that it is harder for them to ensure they are capturing all customer data effectively.

The size of the retailer with the lowest scores across the board is those with a turnover of between £1,000,000 and £5,000,000. These companies need to view a larger customer base, but due to size are limited by structure and resource on how to effectively capture and develop insight on those customers.

These are companies most likely to be in phases of high growth where the need to acquire customers is overriding the ability to understand them and ensure they are being delivered the right experience.

So what does the picture look like if we compare sectors within retail?

Picture5

Currently, there is no real difference of note within the sectors bar the fact that the food and drink sector have some catching up to do.

This is likely to be because, compared to other sectors, food and drink retailers were late to take advantage of online opportunities as their customers still purchased in-store, so they still have a large pool of offline customers that they know little about. Their online and data teams are therefore smaller in comparison and they are less likely to be able to capture and manipulate data effectively. This presents a golden opportunity for the first in this sector to really grow their customer intelligence and deliver a relevant and personalised experience to their customers.

If you would like more information on any of our findings so far or need help improving the level of customer intelligence within your organisation please do contact us at Leapfrogg. You can see how you fare yourself and take The Customer Intelligence Index here.

Which health & beauty brands are delivering a personalised experience?

It’s clear the modern shopper is increasingly seeking a personalised experience from brands and retailers. As consumers, we have come to expect retailers to fully understand what we want, when we want it and how we want to buy it and to use this information to engage and interact with us in a seamless and unobtrusive way.

According to Drapers 2016 Personalisation Report, 92% of retail executives say consumers are increasingly demanding a personalised approach to shopping online and in-store and a recent survey to our Premium Panel back this up further and found that 53% of consumers feel it is important that brands offer them a personalised shopping experience.

With personalisation so key, we wanted to investigate levels of personalisation retailers deliver during and after purchase across relevant digital touchpoints.

We’ve started by analysing the health & beauty sector which offers ample opportunities for personalisation given every customer will be interested in different products based on their age, skin type and concerns, hair type and brand preference. In addition, a Google Digital Beauty Study found that 43% of online shoppers go to five or more beauty websites before making a decision, and ultimately, one in four beauty shoppers make purchases online. Therefore, providing an exceptional experience is vital to these beauty brands.

We analysed 10 of the UK’s leading online health & beauty retailers over the period of one month and looked at the data they collected about their customers and how they used it to offer a personalised experience across all digital touchpoints. We analysed the following retailers:

  1. Feel Unique
  2. SpaceNK
  3. Look Fantastic
  4. Cult Beauty
  5. Beauty Bay
  6. Escentual
  7. Blow Ltd
  8. Beauty Expert
  9. Urban Retreat Beautique
  10. Bath & Unwind

Two studies were carried out concurrently by two researchers. One researcher made a purchase for each site at the beginning of the study and one followed exactly the same path through the site but did not make the final purchase.

Each researcher then followed a pre-agreed set of interactions with the retailers over the following 4 weeks and recorded all communications and visuals.

We looked at the following elements of personalisation:

1. Personal data collected pre-purchase (name, gender, age, skin type etc)
2. Personal data collected during purchase
3. Personal data collected post-purchase
4. Personalisation of online communication
5. Personalised packaging communication
6. Trigger emails based on onsite behaviour
7. Personalised retargeting or display ads based on products viewed or purchased
8. Personalised offers during period
9. Personalised content by site behaviour

The results showed that there is currently a real lack of personalisation across the retailers that we analysed. Minimal data and preferences were being collected and we saw little evidence of tailored content or offers with most retailers taking a general approach to communication across multiple channels.

Here are some insights from our analysis:

  • Only 30% of retailers studied collected the gender of their customers when signing up to emails
  • 30% collected hair, skin and beauty preferences from its customers
  • 30% addressed email communications by their first name
  • 20% personalised email communications by purchase
  • 20% sent trigger emails by on-site behaviour
  • 40% showed users personalised retargeting or display ads based on products viewed or purchased
  • 50% gave the user personalised content on site by showing recently viewed or recommended products

The retailers that provided the most personalised experience were Beauty Expert and Look Fantastic. Both websites are owned by The Hut Group who are renowned for their data-driven approach to ecommerce.

Despite not collecting any personal information, bar email addresses, both websites sent emails that were related to the products viewed or purchased and suitable for sensitive skin and also sent special offers related to products viewed.

beauty expert

An example of an email we received from Beauty Expert based on products viewed.

lookfantastic

Look Fantastic ran remarketing ads on Facebook related to the product and brand viewed.

Escentual, Feel Unique and SpaceNK were the only retailers who collected the gender of the user as well as email address when they signed up for emails. The emails which were consequently sent through were all very female-focused. Collecting the gender and age of your customers is a great way to start personalising their experience as men will most probably have very different needs to women.

Gender email

Escentual collected their customers’ gender when signing up for emails.

cult beauty

Beauty preferences were collected by Cult Beauty but we couldn’t see any indication of how this data was being used.

From our study, we were surprised to see how little data the retailers were collecting from their customers and potential customers. We recommend these retailers try and collect at least gender and date of birth as well as email addresses as a starting point to help them communicate more effectively with their customers. The main elements of personalisation we spotted were very product focused and we would have liked to have seen evidence of more personalised content relating to customer preferences.

Our MD, Rosie Freshwater, says “With such a wide scope for personalising the customer experience in the health and beauty sector, whether that be by product, age, gender, or skin type, it is disappointing how little seems to be happening even amongst the larger players.

Retailers are missing out on the potential for upsell and repeat business by failing to show through content how much they recognise and understand their customers.”

How premium retailers are trying to win hearts for Valentine’s Day

Despite more than half of consumers feeling that Valentine’s Day is a waste of money, it has clearly not stopped Britain spending. Last year saw £313m spent on food and drink, £518m spent on gifts, and £135m spent on seasonal non-food items such as cards and wrap and this year, it’s estimated that Britain will spend £980m*.

In response to this, brands have been really pushing their Valentine’s campaigns this year with everything from emojis to fishing. Here we’ve rounded up some of the marketing highlights from premium retailers we have seen so far.

Ted Baker

Ted Baker is well known for their creative and engaging campaigns. To celebrate Valentine’s Day this year, the retailer rolled out a quirky microsite featuring a fishing game that invites consumers to ‘hook their Sole Mate’ in order to win prizes.

Users get three plays per day, before being invited to share the campaign on social media and return the next day to try again. The campaign also adorns Ted Baker store windows in the period running up to Valentine’s Day. Check it out here.

Ted Baker Sole Mate

House of Fraser

You can’t have missed House of Fraser’s not-so-subtle #emojinal takeover which was all over their social channels last week. The brand which is usually more known for their luxury-focused image hijacked trending topics such as Harry Styles’ birthday and Gigi Hadid’s night out by sharing a flurry of slightly cringe-worthy tweets and photoshopped images of celebrities filled with emojis.

While a lot of people have been slating House of Fraser’s #Emojinal campaign because it was such a stark contrast to their traditional branding, it certainly captured people’s attention.

It’s clear that House of Fraser was trying to capture a younger audience, but the campaign was criticised for alienating their existing audience as they jumped on trending topics without any real meaning or context. Interesting, as we get closer to the big day, there is no sign of the campaign on House of Fraser’s social channels.

Pandora

Valentine’s Day is a key date for jewellery brands, and so it’s no surprise to see many brands upping their game before the big day.

Pandora launched their #GesturesofLove campaign by visiting three stations to surprise people with gestures of love jewellery and a morning coffees.

They have also rolled out the campaign to their social channels to drive user-generated content asked their followers to share what simple gestures make them feel loved over on Instagram, Facebook and Twitter.

Tiffany & Co

Tiffany & Co has asked its followers the age-old question, “What is love?” Their dedicated site features video interviews, a gift guide and a love generator that presents consumers with a sharable GIF to express their personal answer to the frequently pondered question. However, while the Generate Your Love GIFs initially grab your attention, they do get quite repetitive and it would have been nice to see more user-generated content seeded throughout the campaign

Tiffany & Co Love Is

One tip from our MD, Rosie Freshwater, is to make sure you are not alienating some of your customer base by blanket sending Valentine’s content or only speaking about valentines on your social, as half of them could be single and really not want to be reminded of it this time of year!

*stats via Retail Gazette.