Teleflora + Custora: Using CLV to Drive Sustainable Growth

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We recently hosted a webinar with Tommy Lamb, Teleflora’s Director of Loyalty and Retention. Tommy, who has previously held positions at Dermstore, Lucky Brand, and BCBG, walked us through the ways his team is leveraging customer data to drive sustainable growth. Check out the full video below.

Custora’s CEO, Corey Pierson, kicked off the webinar by discussing why customer-centric metrics such as customer lifetime value (CLV) are essential indicators of the health of retailers’ customer databases, and why customer retention is becoming more important than ever.

Tommy then shared four case studies—churn prevention, VIP programs, and two cases of advanced segmentation. In each, he used Custora’s predictive algorithms to select the best audiences at key moments in the customer lifecycle. He explained how he determined which opportunities to pursue, how he began testing offers and creatives, and how he used holdout groups to measure the success of each campaign.

Fill out the form below to get the recording.

How Crocs plans and implements their promotional email strategy

We recently hosted a webinar with Kelsey Vendetti, Email Marketing Manager at Crocs, during which she walked us through the keys to successful email promotions using illustrative examples from Crocs.

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Kelsey shared her tips for building a promotional calendar as well as examples of successful calendar-based and product-based promotions – from the planning stage through to results. Kelsey highlighted effective segmentation strategies and also discussed Crocs’ use of triggered campaigns, such as their welcome series, cart abandonment, and winback emails.

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Learn from Crocs’ email promotions strategy on our upcoming webinar

We’ll be joined by Crocs’ Kelsey Vendetti who runs their email program and will be talking us through their e-commerce team’s promotional strategy. You’ll hear a step-by-step rundown of their different promotional email programs, from the planning stage all the way through to the results data for a few recent campaigns.

Crocs’ marketing team offers promotions several times per month to their customers, yet recognizes the importance of targeting these promotions to those customers who need the extra push towards purchase, and varying these promotions to keep customers interested.

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Q2 2015 Pulse E-Commerce Update: Understanding Marketing Channel Performance

US e-commerce delivered solid performance in Q2 2015, in sharp contrast to much struggle in the brick & mortar retail world. E-Commerce transactions were up a cool 10% over Q2 2014, and e-commerce revenue was up 9.4% year over year.
These stats – as well as the others in this post – are based on the Custora E-Commerce Pulse, a free dashboard tracking online transactions from over 100 US retailers, 500 million anonymized shoppers, and over $80 billion in transaction revenue. Sign up here to receive email notifications for monthly updates and seasonal research reports.

The rest of the post focuses on 2015 e-commerce performance to date (Q1 + Q2). You can check out the Pulse dashboard for more detailed information, or download a spreadsheet at the end of the post with monthly metrics.

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Tim Grace on Building a Fast-Growth Online Tie Shop

Tim Grace, VP eCommerce at The Tie Bar, talks about using data and optimizing online marketing to grow a successful e-commerce brand.

Tim Grace The Tie Bar

We recently published The Custora E-Commerce Pulse High-Growth Fashion Index: A new report analyzing 20+ fashion and lifestyle retailers that grew their online revenue and transactions the most in 2014. 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 industry average. Some of the findings are straight-forward — e.g. using data effectively is a must — while others are more surprising: e.g. for the best retailers, 27% of new customers make a second purchase within 60 days of their first purchase. You can download the full report here.

Recently, we hosted a webinar with one of the brands featured in the report. Tim Grace, VP eCommerce at The Tie Bar, went “on the record” and shared advice and tips on building and growing a successful e-commerce brand.

Below are highlights from the interview, lightly edited for brevity and clarity. You can listen to the entire interview or get the accompanying deck (PDF) below.
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