Don’t take comfort knowing that most brands still adopt a one-size-fits-all approach to customer retention. We are all consumers. We witness, daily, the methods of retailers to entice us to shop again. Rarely are those enticements delivered to you, the individual. Instead, there’s a button clicked, somewhere, with the end … Read More
The perils of running the conventional retail playbook for your direct-to-consumer brand
You have a choice. Offer a catalog or create a community. Traditional retail ecommerce relates to the former. You take what you did offline and replicate online. You give your customers a choice of products and rely upon price, speed of delivery and depth of product range in order to … Read More
…and that is why our product exists
what goes before the 3 dots for your business? I don’t mean some bullshit about the big ‘why?’ that marketers have become infatuated talking about (thanks Sinek). I mean, from your customer’s view, why should I buy what you sell? What is the reason? The answer doesn’t come down to … Read More
The one about the £217 bar of chocolate (+ free shipping)
What’s the price of a bar of chocolate? 50p, £1.00? Not a box… but a bar. And the price of a good bottle of wine? £10 from the local store? £25 at your favourite restaurant? Price expectations are already set before you introduce a product to your customer. For products … Read More
Great marketing should take place after the sale too…
The old value propositions of quick delivery, best prices and easy returns are now the standards. You can’t create competitive advantage based upon delivery when the likes of Amazon exist. Customer expectations have already been set. So, we need to think and behave more creatively, more personably. The one thing … Read More
3 Fundamentals of a Damn Good Retention Strategy For Your Ecommerce Brand
Let’s dive straight into some ideas on how you can motivate more of your existing customers to shop again. There are 3 core objectives to your work in ecommerce marketing. One, acquiring new website visitors. To drive quality traffic to our websites. Two, conversion optimisation, to convert as many of … Read More
You know what fuels a good customer acquisition strategy?
I believe, as marketers, we spend too much time focused on new customer acquisition without a real understanding of the value of retaining our customers. To the extent it shackles business growth. The greater value a customer is to your ecommerce business, the greater the scope for setting your customer … Read More
Your Retention Please (How You Motivate Existing Customers To Shop Again)
The ways and means by which we motivate our existing customers to stick around and shop again do not get enough attention in the ecommerce world. It’s where I’ll be dedicated my time and energies over the coming months. Sharing ideas on how you can drive sales through your existing … Read More
How did a 0.1% investment help create repeat business for my ecommerce store?
In the early days of ecommerce I owned a guitar shop. Our niche was premium end guitars. Where players would comfortably spend £1000 or more for the right sound, brand and style. With our website, we did what we could to build customer confidence. Imagery. Honest descriptions. Ease of use. … Read More
How to sell more products using the lost art of ‘anticipation’
So we buy clothing based on price and price alone? That’s according to Julia Palmer in an analysis of the last quarter’s success of Boohoo.com . We’re basing our buying decisions on price. Of course, price is an influencer. There are boundaries within which we shop. But, if all we have … Read More
In the great pop-up debate should we let logic dictate?
Ugly discussions take place regarding the use of ecommerce pop-ups. From the informed ‘I hate sites that use popups’ to the evangelical guarantees of 10x growth, opinion is divided. Here’s the problem. As a tactic, yes pop-ups are intrusive and can often disrupt purchasing processes when used incorrectly. Playing their … Read More
When discount codes work
Discount codes have become a default conversion optimisation tactic. Give people 10% off and there’s a greater likelihood they’ll purchase. Or so the methodology goes. 10% discount equates to £100k revenue given away for a £1m turnover business. That’s a lot of gifting. The problem, as I see it, is … Read More