Introducing The Custora E-Commerce Pulse High-Growth Fashion Index: A new research report analyzing 20+ fashion and lifestyle retailers that grew their online revenue and transactions the most in 2014.
We’re trying to transition into a type of marketing that produces customers who are going to be more loyal, instead of optimizing for the initial sale. — Tim Grace, VP eCommerce, The Tie Bar
US e-commerce is growing fast, with revenue up 14.9% in 2014 according to the The Custora E-Commerce Pulse — a free online dashboard tracking online transactions from over 100 US retailers, 500 million shoppers, and over $80 billion in transaction revenue.
However, this average growth figure masks that some online retailers are growing much, much faster. For this report, we analyzed some of the fastest-growing online fashion, accessories, and lifestyle retailers based in North America. Our goal was to understand what makes these high performance retailers different from everyone else, resulting in a growth rate that is almost double the overall average.
We have to create an experience where customers want to tell us more about themselves. — John Tucker, VP of Member Experience, Trunk Club
Email is a top marketing channel, driving close to 1/5 of orders year round. The recent holiday season provided more evidence of email’s importance, with email driving almost a quarter of e-commerce orders over Thanksgiving weekend and close to 30% of orders on Black Friday. (Read about these stats and other marketing trends in our Holiday 2014 Recap report.)
Given email’s prominence, we recently paired up with Movable Ink to explore e-commerce email strategies and share what’s been working for leading online retailers. This “Expert e-commerce email” provides a framework to involve segmentation in any marketing effort. Continue reading
We’re well into the New Year with stores prepping spring sales to shower shoppers with discounts — still, it’s weird seeing mannequins and models in shorts while we’re still getting blasted with frigid weather.
Regardless, while we’re trying to think of anything but winter, there is still plenty to be learned by looking back at the recent November – December busy season, and trying to understand the driving forces behind the biggest U.S. online shopping season on record.
We recently published the Custora 2014 Holiday E-commerce Report that details many of the important trends from the past season. Often, marketing teams tell us that they wish they could hear from other people in the field, exchange stories, and hear about which marketing campaigns are actually working. So, in addition to releasing our report, based on data from real retailers, we partnered with Bounce Exchange to host a webinar: 2014 Holiday E-commerce Recap + Tips for 2015 from Marketing Leaders
Guess Director of Marketing – CRM, Victoria Grahan, discusses how Custora is helping transform the ways Guess communicates with their customers.
Imagine you’re Victoria Grahan, Director of Marketing – CRM at Guess. You have the resources and support of global fashion brand and you work with a talented team of data-savvy marketers.
Surely you have nailed down marketing analytics and customer segmentation, your email campaigns are micro-segmented and ultra-personalized, and of course, your target CPA (cost per customer acquisition) is as chiseled as the muscles of those Guess models.
We recently hosted a workshop with Victoria at Fashion Digital New York, where we discussed how a large data-driven organization with a dedicated, sophisticated in-house CRM and analytics team is leveraging external tools like Custora to extend and automate some of their analytics and marketing programs.
Here are a few highlights from Victoria. You can watch the entire 45-minute recording below.
There are two kinds of people in this world: Those who strive to keep their email inbox empty and those who are comfortable “letting go” and leaving things to fate (or their email provider’s inbox search features). While I fall squarely into the first group, my wife falls soundly asleep each night as a member of the second. Yesterday I caught an over-the-shoulder glimpse of her current inbox count – 15,722. The possibility of unanswered emails from an old friend, or a missed dinner invitation in such an inbox puts me in a panic, but she seemed to be completely at ease. Perhaps she knew that the Email Gods would eventually come to her rescue.
In a way, Google did just that by introducing a new app called Inbox. Similar to the updates Google made last year which led to double digit declines in Groupon’s open rate, Inbox disrupts email again by introducing two new features – Bundles and Highlights.