recent articles
  • Oct 5, 2017
  • 4 min
  • Blog
Behaviouralisation: An industry comes of age

One the main buzzwords in the retail world at the moment is “personalisation”; however, as it seems to me with a lot of these terms, I can’t help but feel that there’s a lot of confusion about what this actually means in real life. Part of the problem is that a lot of companies say they do personalisation, but what they actually offer is something quite limited. For example, whenever an email provider says that they offer personalisation, but really only let you address your emails to “Joe” or “Mary” based on some name field in a database - I’m talking about {$FIRST_NAME} tags - in my opinion they’re being a little misleading.

  • Sep 30, 2017
  • 3 min
  • Blog
How to respond to digital behaviour in-store and in-store behaviour online

Challenge We don’t need to tell you that the number of possible ways for a retailer to connect with their customers has mushroomed into a broader array of channels and devices than has ever been seen before. What’s more, in the case of retailers with both a physical store and an online presence, an additional challenge is to coordinate both of these interaction sets in a way that’s seamless for the customer but also maximises revenue.

  • Jul 1, 2017
  • 3 min
  • Blog
Why you shouldn't rely on your ESP or Ecommerce Platform alone to identify website visitors
The sooner you can identify an individual and respond to their behaviours in a relevant and consistent way across all channels, the greater revenue and customer loyalty you will enjoy. However, using vertical solutions such as your ESP or Ecommerce Platform will normally have a number of limitations. Firstly, most Ecommerce solutions can only identify a customer that has provided contact details when purchasing or setting up an account, and is currently logged in.
  • Apr 10, 2017
  • 2 min
  • Blog
Example abandoned basket strategy
A study by Econsultancy stated that despite the fact a basket reminder strategy can recover as much as 25% of abandoned revenue, a surprisingly high number of retailers (59%) don’t do this at all. And if they are executed in an omnichannel way (rather than purely as an email exercise) abandoned basket strategies can deliver even more impressive results. Here’s a strategy that worked well for a retailer: A man browses a selection of coats on their phone way home to work, adds one to his basket then fails to complete the purchase.
  • Apr 10, 2017
  • 1 min
  • Case Studies
Increasing email sign up amongst anonymous customers
Identifying anonymous customers about to leave the website witout completing key actions
  • Jan 17, 2017
  • 2 min
  • How To
3 steps to personalised customer journeys

If you can tick these three things off your list, you’re well on the way to achieving fully personalised customer journeys for each and every customer. 1 - Understand each individual Have they bought from you before, or do they just browse your site? How frequently do they browse/buy? Which items do they view most? Which touchpoints do they use to intereact with you? Which channels are they most responsive to?

  • Nov 4, 2016
  • 1 min
  • Case Studies
Lightmirrors.co.uk increase sales and reduce abandonment

Objectives Reduce basket abandonment by using personalised recommendations to increase dwell time and sales. Approach Display personalised pop up when customer who has previously abandoned a basket returns to website “Welcome back! Previously you left something in your basket”. Remind customers of items they have previously viewed on product pages and 404 pages (customers with no browsing history are served with ‘Best sellers’). Outcomes 804% ROI* on abandoned basket pop up.

  • Oct 11, 2016
  • 2 min
  • How To
How to identify anonymous browsers
If you know how each customer interacts with your brand across all touchpoints, then you can personalise accordingly. One of the first steps to this understanding is to encourage anonymous browsers to volunteer their email address, often on a newsletter sign up form. Once you have an email address you can build a bigger picture of an individual. When a person clicks on a link within an email you can link their previously anonymous web browsing behaviour to their identity.
  • Oct 11, 2016
  • 2 min
  • Blog
Personalised customer journeys - how to get them right
In our multichannel world, a customer will interact with a brand many times, across multiple touchpoints (inc online, offline and in-store), before they buy. Each journey will happen over a series of hours, days or even weeks. A customer may research a product on their mobile, pop into a store to try it on, view it on their laptop during their lunch hour, speak to customer services about it, browse product reviews on their tablet on the train on the way home from work and ask for friends’ opinions on social media; before buying on their laptop the next day.
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