Retailers agreed on a few fundamentals for personalising customer engagement when they discussed the topic at Retail Revival, the second annual digital talkfest held by Emarsys, an omnichannel customer engagement and retention platform.
Camilla head of CRM marketing, Alexandre Coussy, and Nourished Life ecommerce director, Lani Barmakov, joined other Emarsys customers, CUE Clothing and Booktopia, in a panel to share insights into personalising their increasing digital interaction with customers.
Both Coussy and Barmakov were glad they started small and slow and both are more than pleased with rewards. Nourished Life’s figures are showing revenue has jumped by 30 per cent because emails are more personalised and targeted.
“We’re talking to people how they want to be spoken to, when they want to be spoken to: If you like to open your emails at 7pm, it will come to you at the right time. We find that’s really helpful with getting our open rates up,” said Barmakov, who describes Nourished Life’s earlier digital engagement as unsophisticated.
Previously, the retailer had data that was fragmented in silos, waiting to be consolidated, and many gaps to fill – no phone numbers and little data on customers’ brand…