As you’ll know, last week we covered mobile traffic, free delivery and customer happiness. This week we’re covering coupons, affiliate marketing for luxury brands, and email subject lines. It’s all happening here ladies and gentleman!
US Millennials Emerge as Heavy Coupon Users
Millennials in the US are increasingly interested in mobile coupons, with nearly half of them using more than in Q3 2015 than the whole year before, according to research from Valassis. A total of 45% of millennials used more paperless discounts versus 30% of all US coupon users. While about a third of millennial coupon users say they’ve increased their paper coupon usage – such as those that come in the post – the largest growth has come from those received on smartphones or other mobile devices.
This trend spans out across Generation X and the baby boomer demographics, albeit with slightly lower rates of increased usage. But when it comes down to websites used to search for the coupons, generational divides come into focus. 63% of millennial users searched social networks for coupons back in Q3 of 2015 while only 17% of baby boomers did. Millennials are also far more likely to follow links from savings blogs and websites. Baby boomers tend to use traditional sources for coupons such as coupon websites, retailer sites, etc. 69% of millennials said they do also use those sources, which shows they aren’t just interested in getting a good deal – they’re willing to search nontraditional avenues for them.
Ray Ban’s 10 Month Delay in Post Purchasing Emails Isn’t As Weird As It Sounds
Recently David Moth at eConsultancy shared his experience with a Ray Ban ‘post purchase’ email that arrived 10 months late – weird. He assumed it was a fluke at first, but it got him thinking about the potential of late post purchasing emails. Here’s the highlights:
- – The copy of the email stated “Ray Ban weather” which plants the seeds in our mind that summertime is for Ray Bans. It’s a memorable quip, and pretty clever.
- – The timing of the email – when the clocks went forward – is a timely reminder that summer-time is coming and despite the British weather being bleak most of the time, we all still buy sunglasses in anticipation of the sun. Luckily some of us are scheduling holidays and you know what that means – holiday shopping.
- – After 10 months, you’ll have had ample time to use the product and if it’s still serving you well it might spur a very positive review.
- – Some people do actually buy new sunglasses every year, and a reminder of the brand near summertime could be more likely to succeed in not only a review, but a new sale.
It’s obvious that a massive delay in purchasing emails won’t benefit every industry – fast fashion for example. But could perhaps help companies who want to encourage a new sale close to end of the product life cycle, or in tune with the time of year the product is appropriate for, like Ray Bans have done.
Affiliate Marketing for Luxury Brands: It Works
Affiliate marketing is known as the cheesy uncle of all marketing. But what about when it’s applied to luxury? Affiliate marketing isn’t just voucher codes any more. The modern affiliate programs use sophisticated groups of content publishers, including “offline” publishing houses like Condé Nast.
Isn’t luxury all about exclusivity? Not anymore. The digital age requires a change in mind-set, even for luxury brands. Customers’ buying cycles have accelerated and the array of choice and quantity available elsewhere is bound to encourage a change of heart. Today, luxury is defined by product excellence, service and a brand promise. It is talked about and bought online now more than ever, with one in five luxury purchases happening on the web. What’s more, offering deals and vouchers is no longer seen as damaging to a luxury brand’s reputation by its customers.
The real question is, do affiliate tactics actually garner good results? Yes. Affiliate channels have proved time and time again to bring new customers and sales to the table for every kind of brand, particularly those at the high end of their sector. The brands using an affiliate channel as part of their marketing mix include NET-A-PORTER, Barneys New York, Liberty London and even Burberry. Here are 3 key takeaways:
- – Luxury affiliate marketing is going on right now, and if you’re not doing it you’re missing out.
- – Be led by the data and experts to help you execute high quality campaigns.
- – Choose carefully – your brand’s success will live or die depending on who you choose to run your affiliate program. Keep it classy, eCommerce.
READ MORE: Digital Marketing for Luxury Brands
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What Does Digitally Transformed Retail Actually Involve?
With so many retailers transitioning into digital, it’s time to cut through the jargon and talk about what it actually takes to become a digitally transformed retailer. There’s 4 dimensions to this that we need to consider: the store, operations, customer service and online:
- – Provides e-receipts in store
- – Provides a click-and-collect service
- – Uses a virtual point-of-sale system
- – Has a consolidated view of inventory across stores and warehouse
- – Has moved away from attributing profit and loss by channel, and realises how online channels have an effect on online sales
- – Has a data-driven supply chain
- – Offers an “omni-channel” customer services. Orders can be amended via call centre, in-store and online
- – Adopts a similar lifecycle marketing program
- – Uses advanced targeting of paid media – customer match, dynamic retargeting, lookalike audiences and custom audiences
- – Mobile optimised website or even an app if appropriate
- – Synced shopping basket across app and website
- – Personalised website based on demographic, location or order/promotion history
This is just a tiny amount of what it means to be a digital retailer, if you want the full picture, head on over to eConsultancy.
Most Retailers Use Boring Email Subject Lines
eConsultancy took 32,198 randomly selected subject lines from major global retailers and ran them through Phrasee Pheelings, a sentimental analysis engine they built specifically to “quantify the semantic makeup of subject lines” and man, were the results bleak. 63% of retailer subject lines are generic, and they’re losing brand value and sales as a result.
How can I separate myself from them? We’re glad you asked. Start by avoiding “open-bait” subject likes like “Congratulations! You’ve unlocked this! Open to discover more!” How many times have you looked at a click-bait article on Facebook and resented opening it with every inch of your being? Exactly. Don’t do it with your emails.
Subject lines such as “Well done 🙂 You’ve unlocked…” are also confusing and patronising, considering your customer probably did nothing to warrant being sent the promotion. That’s just a particular vendetta we have. But on a general scale, in order to be different and stand out, you have to just stop following the status quo. Stop copying other retailers, stop saying what you think they want to hear – because let’s face it, you’re probably wrong. Think outside the box. Customers will thank you with their wallets.