Just as the 1960s were called the age of distribution, and the 1990s labeled the age of information, the 2010s have been dubbed “the age of the customer.” In this age, companies are reinventing themselves to better understand and serve customers who are becoming increasingly powerful.
As a side effect of the age of the customer, companies have been gathering massive amounts of data. While this data can take many forms (e.g. social, behavioral, mobile, sensor) and can differ from company to company, most of this new data has at least one thing in common: it’s not being used.
We work with smart people at some of the best companies in the world every day to tackle this challenge, but we can never pass on an opportunity to open the conversation to others. In that vein, we invited customer insights expert, Brandon Purcell from Forrester, to be a guest presenter at our webinar on the use of analytics to better leverage customer data.
We covered a wide range of topics with Brandon from fancy french restaurants, to Star Wars, and even Google Glass, but the biggest takeaway was these three steps to start using your customer data more effectively. (you can watch the full conversation below)
Team Custora is headed to balmy Palm Springs this month to attend eTail West, an e-commerce conference where leading retailers will gather to discuss the latest industry trends.
With an agenda that spans three days with over 40 sessions each day, eTail West is sure to be a whirlwind packed with actionable insights and best practices. We’ve perused the schedule, noted the biggest trends, and created a list of sessions not to be missed.
One word dotted throughout the schedule is omnichannel. Both traditional brick-and-mortar retailers and pure play online retailers are focusing on being everywhere their customers are, and seamlessly integrating every channel. Here are a few sessions we’re excited about:
1) Keynote Panel Discussion: Migrating To An Omnichannel Philosophy: Assessing Technology, Resources And Strategies
D. Kate Forbes – VP, eCommerce Digital Experience & Operations – Belk
Anoop Kulshreshtha – VP, Web Technology – Barneys New York
Kathy Hecht – VP Marketing and Business Development – Silver Star Brands
2) Cross-Channel Panel Discussion: Here’s How To Create Your Cross-Channel Retail Future
Angela Caltagirone – VP eMarketing and Email Marketing – Williams-Sonoma
Karthik Vish – Director, Acquisition Marketing – Macys.com
3) Bringing Digital And In-Store Together Holistically
Anthony McLoughlin – VP Digital Marketing – The Men’s Wearhouse
Emery Skolfield – VP Omnichannel Strategy – Samsung
Bruce Starnes – VP/Merchandise Manager – Target.com
There are last minute shoppers, and there are last minute marketers.
While most marketers have likely had much of their holiday campaigns teed up for weeks now, it’s never too late to make sure all your I’s are dotted and your T’s are crossed. To guarantee that your marketing campaigns stand out this holiday season, Custora teamed up with Marketo to present “Make Your Holiday Marketing Sparkle: Your Last Minute Checklist.”
In the webinar, we discuss:
- How online retailers like Crocs and Bonobos are optimizing their holiday campaigns online using data and customer analytics
- How you can apply segmentation and personalization marketing techniques during the holiday season
- What are the top holiday shopping days, beyond Black Friday and Cyber Monday
- What are the best performing online marketing channels during the holidays
Watch the full webinar below to make sure your holiday marketing plan is bulletproof.
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.
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.
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.