While it is too early to say exactly what Brexit truly means for the British economy, retailers are already beginning to worry about the rising costs of importing and exporting and preparing for tighter margins. In these times of uncertainty, the value of consumer loyalty cannot be overstated. For one, loyal customers provide brands with …

Whether you’re in the giftware category, hobbies, automotive, or business machines, increasing the lifetime value of your customers is key to business success. Analysis from 2016 shows that there are five types of emails that can grow that customer lifetime value at an unprecedented rate. 1. Customer Status Your target segment starts being a consumer …

There is change afoot in the way businesses will be able to use and collect personal data. Under the EU’s General Data Protection Regulation (GDPR) businesses will have to explain to consumers exactly how their personal data is going to be used, each and every time it is used for a new task. Those found …

As technology enables new channels of communication, it is easier than ever for brands to contact existing and potential customers. Used correctly, advances in digital technology enable brands to communicate effectively and efficiently, relaying useful and interesting information that encourages customer loyalty and drives sales. However, when brands get the balance wrong and use channels …

At first glance, many classic bricks and mortar retailers do not look likely candidates for digital transformation. Let’s look at the rather extreme example of fuel retailers here: they sell a very physical product requiring a physical distribution structure. Consumer choice is often driven by convenience (location) and price, so it is hard to naturally …

We are experiencing three over-arching colliding forces: increased globalization, increased localization, and increased personalization… happening simultaneously.  Even though the world feels closer, brand leaders cannot ignore the increased importance of relevant local differences and the compelling desires for personalized experiences.  How can organizations build strong brands in this more global, more local, and more personal …

Personalization is the greatest, most brazen, overpromise in the world of marketing today.  Agencies promise to create personalized experiences for their clients’ customers, while brands clumsily serve up content in an assumptive manner hoping to increase conversion and relevance. Yet, nearly all efforts fall short.  Why?  And how can we make personalization consistently deliver increased …

There is a food market close to my office where if you go often enough, the market traders prepare your order before you even have to ask. With the sheer amount of resources today’s marketers pump into their campaigns, why is it that I get a more personalised experience from a market stall than from …

Providing a personal experience for your customers is nothing new. I have fond memories of going to the local newsagent when I was younger. The shopkeeper knew which newspaper my parents ordered and which football stickers I was collecting. As a customer, this deep personal knowledge develops the feeling of trust, a critical part of …

The big buzzword in advertising is programmatic.  Programmatic media is defined by the use of data and automation to make ad-serving decisions.  Whether you’re a Fortune 500 marketer or a local business with a small marketing budget, chances are high that programmatic media will push forward your business goals. Data One implication that programmatic has …