How email can help retailers stay customer focused

WILL DEVLIN | July 26, 2018

article image
Many retail marketing departments have been expanding for the last few years, due to the strong economy and a surge in new marketing technologies. However, after three years of consecutive increases, marketing budgets have stalled, with mounting pressure for CMOs to show the return on investment for their spend. The trend was outlined in Gartner's 2017-2018 CMO Spend Survey, which found that marketing budgets slipped from 12.1 percent of company revenue in 2016 to 11.3 percent in 2017. They also correspond with the changing role of the CMO. “As CMOs survey the landscape, one thing is clear — previous budget increases have come with weighty expectations, some of which have yet to be met,” stated Ewan McIntyre, research director, Gartner for Marketers, in the survey. However, CMOs may not realize the gains they could make in improving customer experience by tweaking one of their most reliable performers — email marketing. Email is already a top performer, with one of the highest ROIs of any marketing channel. Email connects companies directly to their customers and yields diverse and accurate data.

Spotlight

Retail Technology Experts

Retail Technology Experts is a Platinum Partner provider for Retail Pro, one of the most advanced and progressive software systems available today for large or growing enterprises, and a Gold Partner for Microsoft Dynamics Retail Management System, a highly capable, reasonably-priced and fast-growing system with modules available for many different specialty operations.

OTHER ARTICLES

How Retailers Can Utilize In-Store Digital Signage

Article | February 10, 2020

Consumer attention is shifting. Brick-and-mortar stores must now compete with e-retailers as customers spend more time online, thanks to targeted ads and personalized deals. As noted by Digital eCommerce, online sales rose almost 18 percent last year to $3.46 trillion worldwide and are on track to top $892 billion across the U.S. in less than two years. This shift has alerted most brands to the need for a retail evolution to ensure ongoing success. With e-commerce sales still accounting for just under 10 percent of retail revenues, businesses have an opportunity to boost sales and raise their brand profile — if they can reliably capture consumer interest. One solution: effective and engaging digital signage. Retailers Can Capture Crucial In-Store Moments To capture attention and drive conversion, businesses must capitalize on what Google calls micro-moments, when customers leverage their mobile devices to discover more information, find a price or pinpoint a vendor online.

Read More

Macy's Furloughs Workers, and Other Retail News Related to the COVID-19 Crisis

Article | February 10, 2020

Retailers are continuing to lay off and furlough workers due to the coronavirus uncertainty. Macy's announced this morning that the majority of employees for the Macy’s, Bloomingdales, and Bluemercury brands will go on furlough beginning this week. U.S. clothing rental firm Rent the Runway also said on Saturday it had laid off retail employees following temporary store closures amid the ongoing coronavirus outbreak. “Like many businesses affected by the COVID-19 pandemic, Rent the Runway has had to make some difficult decisions in the short term to thrive in the long term, which include temporary store closures and retail role eliminations,” a company spokeswoman said in an emailed statement to Reuters. Last week, Everlane laid off and furloughed more than 200 workers, including retail and those operating back-end functions, as it struggles to cope with the shutdown of its retail business over measures to reduce the spread of the coronavirus.

Read More

How Online Tracking and Bloated Ad Tech Impact the Customer Experience

Article | February 10, 2020

The retail landscape is more crowded than ever. Nearly every day, a new brand pops up seeking consumer attention and buy-in across the globe, and this intense competition has fostered some questionable practices in the world of digital advertising. Hungry for impressions, retailers and online brands have invested billions into powerful advertising technology with the ability to collect very personal information on each customer in order to deliver them extremely, almost dangerously, targeted ads. As the retail experience shifts away from brick-and-mortar stores and hones in on e-commerce, retailers of all sizes will continue to spend egregious amounts to capture consumer sentiment.

Read More

How A Toy Retailer Is Adding Quality Play Time To Quarantine

Article | February 10, 2020

There are 32 million kids under the age of 14 in the U.S. This week, and for who knows how much longer, they will be home from school due to the COVID-19 crisis. It may sound like a situation that will try the patience of any parent. But Bill Onderdonk, COO of high-end toy and game company KiwiCo, tells PYMNTS CEO Karen Webster that he thinks he has a solution. “If you want to spend quality time with your kids, they’re great projects for two or three people to do together,” he said. “So that’s sort of the other flip side of this crisis. On a broader scale, parents are concerned about how much time kids are spending in front of screens, whether that’s video games, phones or social media. Our products are a great alternative, because they are engaging and fun for kids.”

Read More

Spotlight

Retail Technology Experts

Retail Technology Experts is a Platinum Partner provider for Retail Pro, one of the most advanced and progressive software systems available today for large or growing enterprises, and a Gold Partner for Microsoft Dynamics Retail Management System, a highly capable, reasonably-priced and fast-growing system with modules available for many different specialty operations.

Events