This document discusses direct marketing strategies for retailers. It begins by noting that the retail sector has grown faster than the overall economy since 2013 as consumer confidence has improved. It then discusses how the retail landscape has changed, with consumers now using multiple channels and expecting seamless cross-channel experiences. The document emphasizes that direct mail remains an important marketing channel for retailers, comprising a significant portion of their advertising budgets. It presents case studies of how retailers have successfully used direct mail to drive revenue through personalized incentives, immediate offers, and loyalty programs.
The connected shopper. Fallacy fad or reality?Simon Etchells
Does the connected shopper really exist? Is ominchannel a trend or the future?
As the line between physical and digital begins to blur, what is the role, relevance and importance of the various channels in “omni channel”? With examples, case studies and insights I explore what the connected shopper paradigm means for now and the future.
Rewards and benefits can be used to not only increase brand loyalty and encourage repeat custom, but also to inspire action. This is not limited to the workplace.
Consumer-facing businesses around the UK are increasingly making use of rewards and incentives to win their custom.
Here at One4all Rewards, inspiring action through rewards and gifts is our business, and as such we wanted to investigate just how many businesses are now making use of this form of marketing and how consumers really respond to it.
We have commissioned a survey of 1,004 British consumers to lift the lid on B2C incentive marketing.
We hope you find the results insightful.
Omni-channel Retail - Bridging the Digital and Brick & Mortar DivideAdrian Teo
Ok, so you have a website, facebook page, even mobile apps, but how is that helping you to engage your consumers when you need it most… when they are at your outlets!
I mean how do you drive footfall and sales from digital to your brick & mortar channels? How do you identify your consumers, personalized that engagement and get them to buy before they step out?
And we don’t mean spamming everyone with the same promotion at that outlet, but personalized according to their profiles, transaction history and location. Better yet, it’s all automated, you really don’t want to be pouring through and interpreting heaps of customer data.
In this presentation, I share the challenges faced by retailers, shop owners, F&B and mall operators in bridging the digital and brick & mortar divide. While each solution is unique to your retail business, vertical or consumer behaviours, it is about breaking down the silos that exist in your consumer touch points, enterprise solutions, best practices and how TAO OF SHOP can help you to bring it all together.
81% des utilisateurs utilisent désormais leurs terminaux mobiles pour rechercher des produits avant de se rendre en magasin. L’étude note par ailleurs qu’en un an les smartphones ont remplacé les tablettes comme vecteurs privilégiés d’achats retail.
Les deux tiers des acheteurs font leur recherche préalable à la maison.
Loyalty survey gas stations short intro: BulgariaGeorge Yankov
Introduction to Explicato's survey on loyalty programs operated by gas stations chains in Bulgaria.
Survey goals:
To evaluate current levels of loyalty programs of Gas station chains awareness and usage
To evaluate the levels of satisfaction of the customers participating in loyalty programs of Gas stations
To discover the most used communication channels by customers to get information and the most preferred channels to estimate the potential
To discover the customers insights regarding their motivational drivers and expectations about the loyatly programs they participate in
To provide a tool for deep drill in customers insights by customers clusters intended to ensure segmented approach
To be used as a basis for new loyalty programs features design and implementation
The connected shopper. Fallacy fad or reality?Simon Etchells
Does the connected shopper really exist? Is ominchannel a trend or the future?
As the line between physical and digital begins to blur, what is the role, relevance and importance of the various channels in “omni channel”? With examples, case studies and insights I explore what the connected shopper paradigm means for now and the future.
Rewards and benefits can be used to not only increase brand loyalty and encourage repeat custom, but also to inspire action. This is not limited to the workplace.
Consumer-facing businesses around the UK are increasingly making use of rewards and incentives to win their custom.
Here at One4all Rewards, inspiring action through rewards and gifts is our business, and as such we wanted to investigate just how many businesses are now making use of this form of marketing and how consumers really respond to it.
We have commissioned a survey of 1,004 British consumers to lift the lid on B2C incentive marketing.
We hope you find the results insightful.
Omni-channel Retail - Bridging the Digital and Brick & Mortar DivideAdrian Teo
Ok, so you have a website, facebook page, even mobile apps, but how is that helping you to engage your consumers when you need it most… when they are at your outlets!
I mean how do you drive footfall and sales from digital to your brick & mortar channels? How do you identify your consumers, personalized that engagement and get them to buy before they step out?
And we don’t mean spamming everyone with the same promotion at that outlet, but personalized according to their profiles, transaction history and location. Better yet, it’s all automated, you really don’t want to be pouring through and interpreting heaps of customer data.
In this presentation, I share the challenges faced by retailers, shop owners, F&B and mall operators in bridging the digital and brick & mortar divide. While each solution is unique to your retail business, vertical or consumer behaviours, it is about breaking down the silos that exist in your consumer touch points, enterprise solutions, best practices and how TAO OF SHOP can help you to bring it all together.
81% des utilisateurs utilisent désormais leurs terminaux mobiles pour rechercher des produits avant de se rendre en magasin. L’étude note par ailleurs qu’en un an les smartphones ont remplacé les tablettes comme vecteurs privilégiés d’achats retail.
Les deux tiers des acheteurs font leur recherche préalable à la maison.
Loyalty survey gas stations short intro: BulgariaGeorge Yankov
Introduction to Explicato's survey on loyalty programs operated by gas stations chains in Bulgaria.
Survey goals:
To evaluate current levels of loyalty programs of Gas station chains awareness and usage
To evaluate the levels of satisfaction of the customers participating in loyalty programs of Gas stations
To discover the most used communication channels by customers to get information and the most preferred channels to estimate the potential
To discover the customers insights regarding their motivational drivers and expectations about the loyatly programs they participate in
To provide a tool for deep drill in customers insights by customers clusters intended to ensure segmented approach
To be used as a basis for new loyalty programs features design and implementation
UK Retail - Rising Role Of Mobile For Modern Grocery BuyersInMobi
InMobi Vertical Insights series helps brand
advertisers understand how consumers
use mobile media to research and shop for
products and services, and how mobile
complements other channels throughout
the purchase process.
In a new report, titled “Digital Shopper Relevancy,” Capgemini surveyed 16,000 digital shoppers across 16 developing and mature markets about their use of different channels and devices for shopping.
Leading media outlet RETHINK Retail features insights from retail thought leaders on what the back-to-school shopping season looks like this year and the changes retailers are implementing to meet new consumer demands.
See the full article on RETHINK Retail's website: https://bit.ly/3DeXm1c
You’ll hear from:
Katherine Cullen, Sr. Dir of Industry and Consumer Insights at The National Retail Federation
Sandrine Crener, Program Director at Harvard Business School
Tom McGee, President and CEO of ICSC
Ron Thurston, Former VP of Stores at Intermix / Author of Retail Pride
Mary Rodgers, Director of Marketing Communications at Cuisinart
Jason Stuckey, General Manager, North America at Linnworks
Jill Sando, Executive Vice President and CMO at Target
Beatrice Mac Cabe, Chief Creative Officer at Vera Bradley
Mina Fader, Managing Director of Wharton’s Baker Retailing Center at the University of Pennsylvania
[Netcore] Ecommerce personalization benchmark report 2021Duy, Vo Hoang
[Netcore] Ecommerce personalization benchmark report 2021
A research study of 200 retailers and 600 consumers
An overwhelming 91% of shoppers would abandon an online retailer over a poor shopping experience. Many say it is crucial for retailers to personalize the experience to fit their preferences.
China’s rise as a global leader in ecommerce has been nothing less than stunning. This year, online retail sales are expected to swell to $1.5 trillion, representing a quarter of China’s total retail
sales volume, and more than the retail sales of the ten next largest markets in the world – combined.
Digital retailing is capturing headlines and inspiring spirited debate as retailers plan how best to invest for future success. But beyond the headlines, physical stores remain the foundation of retailing, evidenced by the fact that 90 percent of all retail sales are transacted in stores and 95 percent of all retail sales are captured by retailers with a brick-and-mortar presence.
In 2014, the financial condition of retailers appears strong—and growing—with retailers having a more positive outlook on the upcoming holiday season as well as overall sales than even a year ago. Despite challenges related to technology adoption and the ability to buy anything anywhere, retailers are embracing change.
They are making new investments in products, expanding their digital strategy and becoming more comfortable with social media as a tool for multiple facets of their business.
In order to understand current retail industry trends, challenges and outlook, Harris Poll, on behalf of CIT, a leader in financing and advisory services to the retail sector, conducted research online from September 16 to October 3 among 251 financial decision makers in U.S.-based middle market retailers.
UK Retail - Rising Role Of Mobile For Modern Grocery BuyersInMobi
InMobi Vertical Insights series helps brand
advertisers understand how consumers
use mobile media to research and shop for
products and services, and how mobile
complements other channels throughout
the purchase process.
In a new report, titled “Digital Shopper Relevancy,” Capgemini surveyed 16,000 digital shoppers across 16 developing and mature markets about their use of different channels and devices for shopping.
Leading media outlet RETHINK Retail features insights from retail thought leaders on what the back-to-school shopping season looks like this year and the changes retailers are implementing to meet new consumer demands.
See the full article on RETHINK Retail's website: https://bit.ly/3DeXm1c
You’ll hear from:
Katherine Cullen, Sr. Dir of Industry and Consumer Insights at The National Retail Federation
Sandrine Crener, Program Director at Harvard Business School
Tom McGee, President and CEO of ICSC
Ron Thurston, Former VP of Stores at Intermix / Author of Retail Pride
Mary Rodgers, Director of Marketing Communications at Cuisinart
Jason Stuckey, General Manager, North America at Linnworks
Jill Sando, Executive Vice President and CMO at Target
Beatrice Mac Cabe, Chief Creative Officer at Vera Bradley
Mina Fader, Managing Director of Wharton’s Baker Retailing Center at the University of Pennsylvania
[Netcore] Ecommerce personalization benchmark report 2021Duy, Vo Hoang
[Netcore] Ecommerce personalization benchmark report 2021
A research study of 200 retailers and 600 consumers
An overwhelming 91% of shoppers would abandon an online retailer over a poor shopping experience. Many say it is crucial for retailers to personalize the experience to fit their preferences.
China’s rise as a global leader in ecommerce has been nothing less than stunning. This year, online retail sales are expected to swell to $1.5 trillion, representing a quarter of China’s total retail
sales volume, and more than the retail sales of the ten next largest markets in the world – combined.
Digital retailing is capturing headlines and inspiring spirited debate as retailers plan how best to invest for future success. But beyond the headlines, physical stores remain the foundation of retailing, evidenced by the fact that 90 percent of all retail sales are transacted in stores and 95 percent of all retail sales are captured by retailers with a brick-and-mortar presence.
In 2014, the financial condition of retailers appears strong—and growing—with retailers having a more positive outlook on the upcoming holiday season as well as overall sales than even a year ago. Despite challenges related to technology adoption and the ability to buy anything anywhere, retailers are embracing change.
They are making new investments in products, expanding their digital strategy and becoming more comfortable with social media as a tool for multiple facets of their business.
In order to understand current retail industry trends, challenges and outlook, Harris Poll, on behalf of CIT, a leader in financing and advisory services to the retail sector, conducted research online from September 16 to October 3 among 251 financial decision makers in U.S.-based middle market retailers.
WEBINAR: Crea campañas que generen un ROAS efectivo personalizando la experie...Nosto
¿Te gustaría conectar con tu público ideal en una red social de 1.6 billones de usuarios? ¿Te gustaría generar tráfico efectivo y mejorar el retorno de tu gasto en marketing?
Los anuncios personalizados en Facebook puede ser la respuesta ya que te permiten atraer, convertir y retener tráfico cualificado de forma fácil en tu tienda.
En este Webinar, IT-NOVA en compañía del INPEC (Instituto Nacional Penitenciario y Carcelario de Colombia) presentarán un caso de éxito donde gracias a TIBCO JASPERSOFT, el INPEC optimizó el análisis de sus datos, mejorando su compresión y presentación de sus reportes y tableros de control hasta el punto de democratizar la información entre todos sus públicos.
Create - Day 2 - 12:15 "Attention to Retail: An Exploration Into the Customer...PerformanceIN
Join Severine Philardeau, VP of partnerships at VoucherCodes.co.uk, as she explores two of the biggest trends driving retail today: a skyrocketing use of mobile technologies and consumers' “addiction” to deals.
Delegates can see how the rise of digital has changed the way retailers do business, but also how consumers' expectations have shifted dramatically.
Severine intends to share proprietary research on the new consumer journey while explaining how marketers can take advantage.
This report highlights the increasingly competitive nature
of the retail market, identifying changing consumer
behaviour as a key driver behind this. Consumers today
own much more ‘stuff’ than previous generations, making
it more difficult to persuade them to purchase additional
products. Consumers are also time-pressured, so convenience
and speed has taken priority.
All these factors, combined with supply side considerations - more intense focus on price, a deflationary retail environment and even greater choice - means retail growth will be much harder to achieve over the next ten years. For this reason, it is vital that retailers secure customer loyalty.
Understanding consumers’ behaviour, wants and needs is essential to build this loyalty. This isn’t just about knowing what customers want to buy, but truly understanding how and where they want to buy, their motivations and what they expect from their overall shopping experience.
This also means that retailers need to re-evaluate how to reach customers and reappraise traditional marketing techniques – many of which are still relevant, but are less impactful and influential in today’s environment. This deeper understanding will ultimately help retailers secure loyalty in the era of the unfaithful consumer.
Road to direct mail marketing presentation (8.6.16)Ben Collier
Whether you’re just starting out with marketing through direct mail, new to your business where direct mail is already a key part of your strategy, or a seasoned direct mail marketer looking for tips and tricks to refine and improve your campaigns, the aim of this workshop was for you to leave armed with heaps of valuable information and a clear step by step approach which will help you build and launch an effective, responsive and cost-effective direct mail strategy.
Coming Full-Circle: The Store As The Center Of The Omnichannel Shopping JourneyG3 Communications
A brand can travel with a shopper wherever she roams, from the couch to the car and into the mall. But it is the store that remains the most important part of her shopping journey. Today's smart retailers are embracing that journey by re-imaging their stores as a physical expression of their brand and the center of the omnichannel shopping journey by providing solutions and services that delight shoppers from the minute they enter the store through checkout and beyond.
This optimum experience can be facilitated through key strategies and solutions, around assisted selling in the store, omnichannel fulfillment and social monitoring following the transaction, encouraging the customer to visit the store more and more.
The experience may look something like this: Karen sees a special online and sets up an appointment to go to the store. At the store she is greeted by her personal shopper, who shows Karen the blouse she has chosen, but also presents accessories and shoes. Karen is delighted with the personalized service and easy shopping experience. The purchase, including upsell, is completed on the spot with mobile point of sales capabilities. But that's not the end of the story. After the sale, Karen receives special offers from the store, for herself and friends. They all return for more shopping…and live happily ever after.
The presentation includes all the slides used by keynote speakers of the 3rd WETS meetup, held on March 21, in Warsaw, Poland.
The WETS series is powered by Straal and hosted by Business Link.
1) Acquisition vs Retention in the Face if VaaS Economy - Michał Jędraszak, CEO, Straal
2) ABC of Customer Loyalty by FluxBus = AI, BI, Customer Happiness - Michał Leman, Managing Director, FlixBus Poland
3) Think Big: 4 Keys to The Future of Retail - Jarosław Sokolnicki, Retails & Consumer Goods Industries Country Lead, Microsoft
4) Getting Your Users Over The Wall: How to Build Loyalty in Subscription-based Business, Mehmet Ozer, Strategic Account Manager, Insider
5) How to Tune Your E-commerce to PWA? - Michał Szklarski, Head of Digital Solutions, E-point
http://repeatbusiness-guaranteed.co.uk
t: 01202 233433
95% of UK consumers appreciate customer loyalty programs.
Loyalty programs are a great way of adding value to customer visits and giving them a reason to return in the future.
To create loyal customers who always use your business over your competitors you need to acknowledge their loyalty and reward them for their business.
#CNX14 - What the Winners are Doing: How Smart Brands Drive New and Repeat Sa...Salesforce Marketing Cloud
Serving has become the new selling and the key to selling more and creating genuine brand advocates is delivering a great customer experience at each stage of the customer lifecycle. See best-in-class examples of how innovative digital marketers are using data, content, and technology to deliver offers, information, and services that are personal, relevant, and timely. Join Joel Book from the ExactTarget Marketing Cloud as he shows you what the winners are doing to aid the customer’s product evaluation and purchase decision and provide great new user on-boarding and service after a purchase has been made.
This is a guide, shared by centricweb.co.uk, to mobile loyalty for small and medium businesses. It makes a case how SMEs can boost their sales and retain customer value using mobile loyalty programmes on their own branded apps.
Quopn is TechShastra's mobile couponing platform. It is an integrated approach to Retail - from Marketing Communication to the Checkout Counter.By sending a personalized code to the user/consumer, QUOPN is much more effective in converting his intent into an action, which in turn motivates the consumer to go and sample/buy the product.The offer can be in the form of a discount coupon or even a free sample
Over the last 18+months, consumer behavior has witnessed tectonic shifts owing to the pandemic. Capgemini's recent report highlights these dynamic trends and evolving consumer behavior for consumer products and retails industries as we move forward in the new year.
Ecommerce Marketers Guide to navigating the cost of living crisis in the UKChris Ailey
Q4 2022 is going to be a challenging time for retailers in the UK. The cost of living crisis means consumers will be spending less this Black Friday and Christmas, a time usually most profitable for retail and Ecommerce sites.
Whilst 50% of retailers expect sales to increase this peak season, data also shows that 58% of consumers plan to cut back spending. Showing that expectations are out of sync with reality.
In fact, £4.4bn of non food spending is expected to be cut in the UK.
In this document, we explore the recent data and predictions for Q4, which categories will be the winners, and tips and strategies marketers can use to communicate with customers in a challenging climate.
Get Loyalty Smart - Sectors of Opportunityemmersons1
Brands are starting to rethink what loyalty means for their customers, and this week, we look at a the range of strategies that different sectors are adopting.
The Private Life of Mail at Advertising Week Europe - A critique by Les Binet...Royal Mail MarketReach
If you attended Advertising Week Europe 2015, you will have heard Les Binet, Head of Effectiveness, adam&eveDDB, and Peter Field, renowned author on media effectiveness, critique the results of The Private Life of Mail; 18 months of unprecedented research into mail in the home, heart and head.
Insights into how the digital age impacts on mail integrating effectiveness, measurement and planning. Everything you thought about mail, may not be true. Learn what they think this means for the way mail is planned and measured in the digital age.
Welcome to our Customer Growth Incentive Promotion, a great opportunity designed to help you to grow your business.
This promotion is for you to use mail to test new markets and marketing approaches or to supplement your multi-media campaign.
By sending incremental volumes that qualify for the Promotion, you will have the opportunity to earn a 2.5p postage credit for each qualifying incremental mail item that you sent during the promotion period and that Royal Mail has verified.
At Royal Mail we’ve always believed in using the power of 1 to 1 communications to build customer relationships.
However, technology has transformed marketing communications. The development of email and the rapid adoption of smartphones and tablets have changed the way
we connect with customers forever. When you want to talk to customers directly you now have many different tools at your disposal and that’s a good thing.
So we’ve conducted extensive research to find out how customers prefer businesses to talk to them. You have this research in front of you and we think the results are fascinating.
It shows that the core strengths of mail have endured and in some cases grown even stronger, often by driving customers online. Mail is still opened, still valued, still kept and still drives response. Digital has transformed marketing but it hasn’t replaced mail for one simple reason. Customers don’t want it to.
Customers are very clear about what they prefer to receive by mail. They prefer to receive items of substance that they can spend time with and keep. Equally, there are some communications like quick updates that customers prefer to receive via email.
So, complementarity pays. A recent meta-analysis by Peter Field on the IPA Databank reveals that 27% more of the campaigns which delivered high sales performance included mail than did not.
He also looked at campaigns which drove high acquisition levels. And 40% more of these included mail than those that didn’t. Campaigns with mail achieved over twice (104%) the market share growth when measured against campaigns without mail in the mix.
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
The Private Life of Mail - Methodology and the making of the story - January ...Royal Mail MarketReach
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
Research shows that mail and email work more effectively when used together, producing better results than when either medium is used on their own. Mail also triggers action, including driving people to connect with businesses online.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
2. Retailer marketing and the role of mail
The new news about mail
Why use mail now
Our products and services
WHAT WE WOULD LIKE TO
TALK ABOUT TODAY
2
3. As the economy has begun to recover, growth in the
retail sector is growing ahead of the economy
The retail sector has grown by over 5% in each quarter
compared to the previous year since Q1 2013. Growth
in the whole economy has averaged around 2%.
Retail spend has grown as customer confidence
improves
The UK retailing industry is influenced by customer
confidence, as confidence increases so does spend on
retail items. Consumer confidence is the highest it has
been in the UK since the autumn of 2007 (Nielsen’s Global
Survey of Consumer Confidence and Spending Intentions).
Leading to retailers feeling more confident to invest
in marketing to acquire and retain customers
POST-RECESSIONARY RETAILING
Source: House of Commons report, June 2014
Nielson Ad Dynamix, October 2014
3
4. BUT UNCERTAINTIES KEEP CONSUMERS CAUTIOUS
“How would you generally describe your financial
situation at the moment?” JUNE 2014
Base: 2,000 internet users aged 16+
Source: GMI/Mintel, Consumers and The Economic Outlook - Quarterly Update - UK - July 2014 Current Financial Situation, 2014
0
5
10
15
20
25
30
35
40
45
50
4
5. CONSUMER RETAIL BEHAVIOUR HAS
FUNDAMENTALLY CHANGED
Due to the recession
Rise of price-led retailers
Aldi, Lidl, Poundland
Consumer pride in being ’smart’ shoppers
Deal seeking as entertainment
Groupon
Coupon Clubs
Social media
Due to the internet
Price comparison at your fingertips
PCWs, Price checkers
Mobile use in-store
Access to vouchers and offers online
Ability to shop 24/7
Consumers are both Showrooming and
Webrooming
5
6. RETAIL IS NOW ABOUT SO MUCH MORE
RETAIL JOURNEY
Exploration
Consideration
Evaluation
Purchase
Experience &
Entertainment
Information,
Authority &
Reviews from
staff & peers
Availability
Range
Trial & touch
Personalised
relationships
Ease
Convenience
Accessibility
Price
Quality
Added value
THAN A TRANSACTION
“Customers have less time and patience
than ever before. They’re more
demanding of information, service and
speed. They’re becoming increasingly
tech savvy, more competent and better
informed, and they’re no longer willing to
make sacrifices to shop from retailers
who aren’t willing to make sacrifices for
them.”
Tony Stockil
CEO Javelin Group
6
7. CONSUMER RETAIL JOURNEYS
A MIX OF ONLINE AND OFFLINE
Source: Google, IPSOS OTX, 2012
Stores
Websites
Apps
Online search
Social media
Collateral
Catalogues
7
8. MULTI-CHANNEL BEHAVIOUR IS GROWING
68.40%
9.80%
3.90%
17.90%
0
Number of channels used during clothing shopping
in 2002
1
2
3
4
5
41.80%
38.30%
7.20%
3.40% 9.30%
Number of channels used during clothing
shopping in 2012
1
2
3
4
5
Source: Conlumino consumer research, Retail Week, November 2013
Base: Online poll of 1,670 consumers with internet access
8
9. MULTI-CHANNEL SHOPPER JOURNEYS ARE NOW
According to research from Deloitte, 44% of all retail
transactions in the UK involve multiple channel
interactions
In all categories shoppers use multiple channels to buy.
With online dominating travel and books/DVD’s,
clothing/footwear. However food purchases are still mainly
store based.
Shopping via devices has increased with tablet purchases
reaching 35% and buying via a smartphone has reached
as high 41% in some categories
Catalogues have a presence in most categories
THE NORM
Source: Changing trends in multichannel browsing and shopping preferences, eDigitalResearch plc, September 2012
Servicing the connected consumer, The Multichannel retail opportunity, Deloitte, 2011 9
10. CROSS-CHANNEL EXPECTATIONS ALSO
Some 35% of internet users have used click-and-collect
in the last year
Consumers are demanding a range of delivery options
to meet their lives and needs, with click-and-collect now
evolving from in-store to a range of choices including
‘hubs’ such as Argos and third party services near
transport, retail centres and homes
Mintel estimates shoppers will collect 140 million online
orders worth £5.6B in 2014
A mix of price, convenience and speed are driving the
growth of click-and-collect
Source: GMI/Mintel, Click-And-Collect UK, September 2014
Estimated value of online click-and-collect
orders (incl. VAT), 2012-15
Estimated segmentation of click-and-collect
orders, by type of collection service, 2013
EXTEND TO DELIVERY
10
11. 50%
Say they buy
more frequently
if they regularly
receive a
catalogue
40%
Buy more than
originally
intended when
shopping with a
catalogue
65%
Who decide to
buy something in
a catalogue, end
up buying it from
that retailer
81%
Of these
purchases were
influenced by the
catalogue
74%
Of those who
receive a
catalogue,
bought from the
retailer within 6
months
CATALOGUES REMAIN CRITICAL AS A
MULTI-CHANNEL CHOICE
Consumers are using catalogues to buy more, and more often
“After a period of declining spend, the market has returned to growth, and is expected to deliver a 9.8%
uplift over the next five years.” (UK Retail Futures).
Source: Royal Mail MarketReach, Print Catalogues in a Digital World, Illuminas, 2014
11
12. CATALOGUES INFLUENCE AND INSPIRE
FROM BROWSING TO BUYING
36
36
37
43
46
11
12
12
18
21 67%
61%
47%
Catalogues help me to plan and think
about what I want to buy in my own time
Catalogues are helpful for discussing
and making purchases with my family
I usually make any purchases soon
after receiving the catalogue
48%
49%
If I’m looking for something in particular,
catalogues that I have at home are often
my first port of call
When I’ve found something I want to buy
from a catalogue, I tend to buy it direct
and not look at price comparison sites
Agree Strongly agree
Source: Royal Mail MarketReach, Print Catalogues in a Digital World, Illuminas, 2014
Base: All purchasers from a catalogue (n=743)
12
13. CATALOGUES AND ONLINE
Of all consumers have requested a catalogue from a website
Say catalogues prompt them to go online
Like to browse both a catalogue and online before
purchasing
Prefer the way item are displayed in catalogues compared to
online
50%
66%
65%
52%
A PERFECT PARTNERSHIP
Source: Royal Mail MarketReach, Print Catalogues in a Digital World, Illuminas, 2014
Base: All purchasers from a catalogue (n=743)
13
14. 68% of marketers say personalisation based on behavioral
data has a high impact on ROI, and 74% say it has a high
impact on engagement
"Winning loyal customers comes down to being relevant to the
individual shopper whenever and however they choose to
interact with you. Relevant messages build trust with the
customer and keep that retailer top of mind for when the
customer is ready to shop again.“
Graeme Grant, President and COO of CQuotient
CONSUMERS ARE RESPONDING TO
PERSONALISED RELATIONSHIPS
Source: Bond Brand Loyalty Report, E consultancy, 2014
Customers' overall
satisfaction with
loyalty programs is
4.6 times higher
when they receive
very relevant
communications
14
15. RETAILERS AND CONSUMERS CONTINUE
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
When was the last time you used a loyalty card
Source: Retail Loyalty and the Consumer, Conlumino & SAS, August 2013
42% of department store shoppers want
better loyalty schemes. Meaning better
rewards could encourage customers to
spend more.
40% of UK shoppers are less likely to
shop somewhere that doesn’t offer
loyalty cards
88%
65%
95%
0% 20% 40% 60% 80% 100%
Use loyalty cards regularly
Consumers who have 3 or more
loyalty cards
Consumers who own at least one
loyalty card
TO SEE VALUE FROM LOYALTY CARDS
9 in 10 consumers report using a loyalty card in the last week
15
17. DIRECT MAIL MAKES UP A SIGNICANT PART OF
DM spend as % of total advertising budget on Nielsen retail related advertising categories,
November 2013 to October 2014
Source: Nielsen Ad Dynamix, November 2013 to October 2014
RETAIL RELATED ADVERTISING SPEND
71.87
20.68
72.66
14.77
29.54
88.34
68.28
94.26
21.60
74.18
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
90.00
100.00
72% of mail order advertising and 21% of retail and online retail spend is on direct mail
17
18. MAIL SPEND BY RETAIL CATEGORY YEAR ON YEAR
Mail Order Direct Mail spend grew by £22m in the past year
20,605,511
4,364,677 11,945,479
271,654,172
6,490,326
126,124,647
23,141,580
5,817,621 8,239,330
293,045,081
5,990,378
127,140,347
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Clothing & Accessories Cosmetics & Personal
Care
Food Mail Order Online Retail Retail
01 Nov 2012 - 31 Oct 2013
01 Nov 2013 - 31 Oct 2014
Source: Nielsen Ad Dynamix, November 2013 to October 2014
18
19. TV AND PRINT DOMINATE RETAIL
All retail related sectors* excluding Mail Order and Online retail: - media split for the last two years
Source: Nielsen Ad Dynamix, *
Retail, not including mail order,
November 2012 to October 2014
MAIL REMAINS THE THIRD STRONGEST MEDIA
0.86
19.07
2.93
1.06
4.26
26.98
10.01
34.79
Cinema
Direct Mail
Door Drops
Internet
Outdoor
Press
Radio
TV
0.31
18.98
2.74
2.69
4.42
30.64
8.71
31.46
Cinema
Direct Mail
Door Drops
Internet
Outdoor
Press
Radio
TV
Retail % by
media November
2013 to October
2014
Retail % by
media November
2012 to October
2013
19
20. THE BEST RETAIL MAIL MAKES PEOPLE KNOW,
63%
66%
75%
83%
It told me something new
It kept me up to date
Most likely to help consumers KNOW
It told me about their new
products and services
All others <50%
It told me about their offers
and promotions
Most likely to make consumers THINK
All others <50%
Most likely to help consumers FEEL
All others <50% 53%
55%
66%
67%
83%
50%
51%
60%
69%
Better/ more informed
Pleasantly surprised
Happy
Tempted by offer
Made me think that they
value their customers
Made me think about
them more positively
Kept their products and
services top of mind
Reminded me about the
brand/ company
Made me think about
buying from them
(n=677)
(n=677)(n=677)
Q9: What was it that this mail told you that you found useful and/or interesting?
Q10:And what did this mail make you think?
Q11: And how did this mail make you feel when you received it?
The best retailer mail makes people think about, and feel tempted by, products and services...
Source: Royal Mail MarketReach, Values: Best Mail, Quadrangle 2014
THINK AND FEEL
Recipients like to know about offers and promotions,
and being kept up-to-date about new products
As well as making people think about wanting to buy,
good retailer mail also serves to remind people about
the brand / company and to keep products top of mind
Making the consumer feel tempted by the offer is a
key driver of action
20
21. 38%
39%
46%
49%
57%
Went online for more info
Visited shop/ retail outlet
Planned a future purchase
Acted upon it:
purchase/spent/used etc.
Kept for future reference
Most likely for people to DO
All others <30%
All who “acted upon” mail
All others <10%
17%
24%
34%
39%
94%
Made my usual purchase
Made a spontaneous purchase
Used their vouchers
Used their discount offer
Made a purchase
(n=677) (n=331)
*
* Combined figure, all types of purchase
…WHICH LEADS TO PLANNED AND
ACTUAL PURCHASES
Q12a: And WHAT DID YOU DO as a result of getting this mail from <brand allocation>?
Q12b: Which of the following ACTIONS DID YOU TAKE, as a result of getting this mail from <brand allocation>?
More than half of consumers keep their useful /
interesting retail mail (57%) and / or plan a future
purchase (46%)
And around half have actually made a purchase as a
result of receiving this mail (46%, or 94% of those
who acted upon their most useful / interesting retail
mail)
Source: Royal Mail MarketReach, Values: Best Mail, Quadrangle 2014
21
23. Fashion retailers continue to use mail to
deliver catalogues and mini catalogue
style content
Mail creates engagement at a glance,
drawing customers in to spend time
browsing either with the catalogue, in-
store or online
Most creative also includes either a
generic or personalised offer to improve
response
CATALOGUES / MINI CATALOGUES
23
24. Mail is being used to announce
immediate events and drive customers
to act
It’s most effective for sales and limited
offers as well as limited time offers
Creative tends to be simple with big
bold messaging to ensure it is noticed
and ideally retained and acted on
CREATING IMMEDIACY
24
25. Mail recognises customers and
rewards them
Whether with offers, discounts or
news, they make customers feel
recognised, valued and
rewarded
Showing customers what they
received and why reinforces the
brand relationship
PERSONALISED INCENTIVES
25
26. Mail is being used to add value for
current customers
The campaigns highlight special offers
and benefits as a way to add value and
enhance the customer’s relationship
with the brand
RETENTION COMMUNICATION
26
28. ELC USED LOYALTY CLUB TO DRIVE REVENUE
Background:
Research showed that only 10% of parents bought their
children's birthday presents from ELC.
Solution:
ELC created the ‘Big Birthday Club’, mailing parents just before
their children's birthday with a new theme each year. It delivered
engaging personalised content that was age appropriate for each
child and importantly enabled parents to click directly through to
buy.
Results:
The ‘Big Birthday Club’ recruited over a million members. It
generated over £7.5 million incremental revenue with a response
rate of 17%. ELC achieved an ROI of £1-13.
Source: DMA, Gold Winner, ELC, 2010
28
29. Background:
Home improvement projects are irregular and unpredictable so
Homebase wanted an alternative to store-wide discounting every
other weekend to drive DIY sales.
Solution:
Data analysis identified ten purchase patterns proven to lead to
future spend, if Homebase could communicate close to the
opportunity.
Personalised direct mail was sent within 6 days of spend with
messages and offers targeted to original spend to drive additional
visits and revenue.
Results:
The programme moved average response rates from 9% to 46%.
It delivered 2% of total sales (£30.4m per year) and shifted ROI
from 120% to 346%.
Source: DMA, Silver Winner, Homebase, 2013
HOMEBASE CRM JOINED DATA INSIGHT WITH
DIGITAL PRINT TO MAXIMISE SALES
29
30. Background:
Low awareness levels of waitrose.com meant it struggled to acquire and
retain warm and cold high-value customers.
Solution:
waitrose.com mail delivered a multi-shop incentive, £75 off each customer's
first five shops. By combining mapping systems, demographic profiling and
mosaic targeting, the mailing targeted the10 best UK regions. Media
engaged prospects with the offer and delivered the brand’s core values
brought alive by Waitrose partners.
Results:
Weekly orders grew at three times the rate of the market. Weekly new
customer volume increased by 134%. In the targeted regions, 57% of new
shoppers placed all five shops: an increase of 49% compared to usual
retention rates.
Source: DMA, Gold Winner, Waitrose.com, 2012
WAITROSE.COM GREW THROUGH TARGETED
ACQUISITION PLUS STRONG BRANDING
30
31. BOOTS CUSTOMERS WERE REWARDED WITH A
WITH A PERSONLISED XMAS PRESENT
Background:
Boots wanted to increase response and coupon redemption of their
advantage card Christmas statement and in-store events.
Solution:
The Advantage Card is the most loved loyalty card in the UK and members
really engage with the ‘treats for me’ proposition. So Boots sent a highly
personalised mail piece (400,000 different versions) to the 6 million
database driving them in store with coupons and offers.
Results:
Getting personal with data resulted in a record-breaking Christmas for Boots
CRM. Incremental profit increased by 60%. Coupon redemption increased by
25% due to customers receiving more relevant offers.
Source: DMA, Silver Winner, Boots, 2010
31
32. IKEA USED DIGITAL PRINT TO INSPIRE
Background:
The vast majority of UK homeowners have some form of
outdoor space. But sadly, many are neglected. IKEA wanted
to raise awareness among IKEA FAMILY members that they
offered an extensive outdoor range.
Solution:
Clever use of data identified customers with gardens and
created a series of personalised weather forecasts. Using
digital printing, weather-responsive, personalised mailers
were sent out.
Results:
This inspired people to improve their gardens. Outdoor
product transactions increased by 55% and sales by 34%.
CUSTOMERS TO REVAMP THEIR OUTDOORS
Source : DMA, Gold Winner, Ikea, 2013
32
33. IKEA CREATED MORE VALUE FROM
Background:
The IKEA catalogue is an institution. It is the cornerstone of IKEA's
marketing program and the distillation of the IKEA brand, driving
annual business performance.
Solution:
The IKEA catalogue is big and it takes up space. Space that, in
today's tough climate, is worth something. What if the catalogue 'paid
its way?' What if IKEA paid people for the space the catalogue takes
up in the home?
Results:
The 'Rent' campaign was highly successful. Research showed an
overall awareness of +12% representing a massive swing of 21
percentage points.
THEIR CATALOGUE
Source : Warc Prize for Innovation, Entrant, Ikea, 2013
Country: Australia
33
34. PETS AT HOME CREATED A PET CENTRIC
Background:
The Pets at Home loyalty scheme needed to: celebrate
owners' unique relationship with their pets and deliver
against challenging incremental revenue targets.
Solution:
Pets are as different and diverse as their owners, so the
loyalty programme was highly tailored and delivered
relevant content. Mail was segmented to communicate the
bond with their animal and personalised with pet names
and tailored content.
Results:
As a results 88% of members have swiped their VIP card at
checkout. Average transaction values are 37% higher than
for non-members and boosted those spending by 20%.
LOYALTY SCHEME
Source: DMA, Gold Winner, Pets At Home, 2013
34
35. BODEN USED MULTI LEVEL
PERSONALISATION TO DRIVE REPEAT SALES
Background:
Boden wanted to remind people about how good it felt to shop
with them and remind lapsed customers to come back.
Solution:
They sent a very personalised targeted mail piece to lure
customers back and elicit repeat business.
The back of the mailing featured personal product
recommendations based on analytics.
An online landing page was also created so that customers
could voice what they thought of the brand.
Results:
Drove a near 30% uplift in response.
Source : Royal Mail MarketReach, Boden, 2011
35
36. ASOS USED MAGAZINES AND MAILINGS
TO CREATE MORE VALUE
Background:
ASOS created a magazine to be distributed with orders and
bagged with other fashion magazines. The first three issues
generated over £1.5m of revenue.
Solution:
ASOS added direct mail as a channel and launched the
magazine as a standalone. They also created a smaller 36
page supplement to drive new customer acquisition.
Results:
The magazine was distributed to an average of 451,369
customers and drove loyalty, with active customers’ response
rate up 8.5% and 2.3% on lapsed customers. Active customer
ABV was also up 8.3% on lapsed customers.
Source : APA, Most Effective Retail Consumer Magazine of the Year, ASOS, 2007 and 2008
36
37. VERY.CO.UK USED MAIL AS PART OF AN
Background:
very.co.uk targeted mum and baby customers, bringing together
style and motherhood via an integrated campaign.
Solution:
very.co.uk created a fashion attitude campaign: ‘Work it Baby’,
showcasing a wealth of products for mums, mums-to-be, babies
and toddlers. Integrated data and creative delivered relevant,
personalised mail.
Results:
The combination of targeting relevant products and dynamic
communication created 4,795 new customers with an increased
order value of £145, almost 3x more than the average spend.
INTEGRATED TARGETED CAMPAIGN
Source: DMA, Grand Prix Winner, Very.co.uk, 2011
37
38. OUTREACH USED A CATALOGUE TO ENGAGE
Background:
Outreach International is a humanitarian organisation. It
needed to raise funds to help poverty stricken communities.
Solution:
Outreach International created a unique catalogue to raise
much-needed funds. It allowed donors to buy bare basics
such as goats, chickens and malaria shots, given in the
donor's name.
Results:
This campaign beat the target by 55%. Donation amounts
from the catalogue were 24% higher than online.
WITH HARD TO REACH SUPPORTERS
Source : DMA (US), Bronze ECHO Award Winner, Outreach, 2010
38
39. DOOR DROPS AND DIRECT MAIL HELP DRIVE
Background:
Easter is a key period for DIY - better weather, longer days, people
think about their gardens. Focus DIY had a good reputation for plants
and flowers, so they wanted to find an innovative, standout way to
associate Focus with plants.
Solution:
‘Keep Britain Beautiful’ was the idea which lead to the printing of door
drops on seed paper. Existing data was used to target the best
postcodes.
Results:
The seed paper door drops were delivered to 812,000 Focus DIY
discount cardholders . Of these, 26% responded, going in store and
making a purchase with their discount card.
SALES AND LOYALTY FOR FOCUS DIY
Source : DMA, Gold Winner, Focus, 2011
39
40. MOTHERCARE USED HIGHLY TARGETED MAIL TO
Background:
Mothercare wanted to drive greater loyalty and sales across their retail
network and communicate their unique understanding of the parenting
journey.
Solution:
The ‘Baby & Me Club’ was launched. A series of targeted direct mail
packs were sent out, each tailored to baby's age and stage
development, with advice, information and vouchers to help new
parents through their first year.
Results:
The Mothercare Baby & Me Club recruited 200,000 parents-to-be and
new parents in the first year. It achieved an ROI of 1:32 and acquisition
averaging 30,000 a month. Mothercare achieved a win-win: new
parents got the support, advice and information they need, and
Mothercare got a sales uplift.
DRIVE MEMBERSHIP OF THEIR LOYALTY SCHEME
Source: DMA, Silver Winner, Mothercare, 2010
40
41. It’s been proven to be the most emotionally engaging media
People still enjoy receiving it
It has increasing standout in a digital world
It is highly valued by people
It is omnipresent in people houses
It helps uplift other channels and create value
NEW NEWS ABOUT MAIL
41
45. DEVELOPED IN 8 STRANDS
Ethnography
Post ethnography survey
Multisensory Communications: review of academic literature
Tactility
Values: Best Mail
Mail and Digital 1 & 2
Neuroscience
ROI/Effectiveness metrics
45
48. MAIL GETS OPENED – AT HIGH RATES
Statement, bill or information update
Brochure from a company they have ordered from before
Letter – promotion or special offer
Letter – about a product/service they don’t have
Leaflet without an address about a product/service
Leaflet without an address about a promotion/offer
Brochure from a company not ordered from before
83%
71%
69%
60%
59%
54%
54%
OPEN
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
48
49. MAIL’S JOURNEY ISN’T OVER WHEN
Adults read their mail on average for 22 minutes a day.
IT HITS THE DOORMAT
1.15PM: Collects mail and brings it into the
home with other bags and belongings
1.30PM: Opens mail whilst doing other jobs
2.15PM: Opens parcel
2.30PM: Uses laptop to get details on a piece
of mail received
5.30PM: Uses laptop again to get further
details on the piece of mail from earlier
8.30PM: Brings catalogue into lounge to read
Source: IPA Touchpoints 5, 2014 (Data based on Monday – Saturday morning)
Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013
49
50. PEOPLE GIVE MAIL TIME
Mail is kept for extended periods, creating a constant presence in the home.
17 daysfor mail
38 daysfor door drops
45 daysfor bills and statements
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014 50
51. AND SPACE
80% of adults kept some mail that
companies had sent them in the last four
weeks.
‘The Holding area’ where it is kept
before being dealt with
‘The Pile’ for mail that has been read
and will be revisited
‘The Display area’ for useful or
important items (local information,
time limited offers) Display Area
Pile
Holding area
Source: TGI, Kantar Media, 2014
Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013 51
52. MAIL GETS DISPLAYED
39% of people have a dedicated display area for mail in the home
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014 52
53. MAIL IS SHARED
An average of 23% of mail is shared within a household.
Brochure from a company I have ordered from before
Statement, bill or information update
Letter – about a product/service they don’t have
Brochure from a company not ordered from before
Leaflet without an address about a promotion/offer
Letter – promotion or special offer
29%
24%
25%
23%
22%
21%
SHARE
Average of 23%
of mail shared
within a household
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
53
54. MAIL OFFERS A LESS CLUTTERED
ENVIRONMENT THAN DIGITAL
70%
“I feel that I
receive too
many
emails”*
Mail stands out due to the proliferation
of digital messages
3%
3%
22%
72%
48%
18%
19%
15%
0% 20% 40% 60% 80%
More than 10
7 to 10
4 to 6
1 to 3
How many items do you receive in a
day?
Email
Mail
51%
of emails are
deleted within
two
seconds**
Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
*Source: Royal Mail MarketReach, Mail and
Digital Part 1, Quadrangle, 2013
**Source: Litmus Email Analytics, 2013
54
55. INCREASINGLY MAIL IS DRIVING PEOPLE’S
43%
download
something
54%
engaged in
social media
87%
influenced to
make online
purchases
92%
driven to online
or digital activity
86%
connected with
business
DIGITAL BEHAVIOUR
As a direct
result of
receiving
mail
Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2014
Question asked(S4Q1): How often have you done each of the following online as a direct result of receiving mail from a business or organisation. Base: All (n=2,375)
55
56. MAIL IN THE HEART
CREATING AN EMOTIONAL
RESPONSE
56
59. TOUCH CREATES A POWERFUL
When people can both see and
touch something, they value it
24% more highly than if they
can only see it.
Over a third of people say that
the physical properties of mail
influence how they feel about
the sender.
EMOTIONAL RESPONSE
+22% +24%
2.75 2.73
3.36 3.38
0
1
2
3
4
5
Psychological ownership Valuation
VISION ONLY VISION AND TOUCH
Participants were asked to subjectively grade ownership and value on a 7 point scale.
Source: Peck, Joann, and Suzanne B. Shu. The Effect of Mere Touch on Perceived Ownership. Journal of Consumer Research, 2009; IPA Touchpoints 5, 2014
59
60. PEOPLE FEEL VALUED AND HAVE A
BETTER IMPRESSION OF THE BRAND
The emotional impact of mail versus email
I am more likely to take it seriously
It gives me a better impression of that company
It makes me feel more valued
63%
57%
55%
18%
17%
25%
(% True of Mail vs. True of Email)
MAIL EMAIL
Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
60
61. MAIL IN THE HEAD
HOW MAIL IMPACTS THE BRAIN
61
64. THE BRAIN RESPONDS MORE STRONGLY
Mail had a much more powerful overall impact on the key measures of the
neuroscience study than email or TV.
TO MAIL THAN TO TV OR EMAIL
Source: Royal Mail MarketReach, Neuro-Insight 2013
168
202
172
127
165
130
105
113
100
0
50
100
150
200
250
Engagement Emotional Intensity Long-term Memory Encoding
Indexvs.'Normal'restingbrain
MAIL EMAIL TV
64
65. IN A MULTI MEDIA CAMPAIGN
SEQUENCING MAIL LAST MAXIMISES IMPACT
Source: Royal Mail MarketReach, Neuro-Insight, 2013
Mail after TV and email
100 100 100
112
101
106
126
121
110
80
90
100
110
120
130
140
Engagment Emotional Intensity Long-term Memory
Encoding
Indexvs.responsefromfirstexposure
MAIL SEEN FIRST MAIL SEEN SECOND MAIL SEEN THIRD
Engagement
65
67. MAIL DELIVERS ROI
Mail ROI showed a strong channel performance in BrandScience cases
Revenue Return on Investment of clients using direct mail
Source: Royal Mail MarketReach BrandScience, 2014
0
2
4
6
8
£
RROI (Revenue ROI)
67
68. Total ROI increased 12% when mail was included in the mix.
MEDIA MULTIPLIER EFFECT
MAIL CREATES A MEASURABLE
Source: Royal Mail MarketReach, BrandScience 2014; advertiser cases including mail versus cases without mail.
4.22
4.63
5…
4.73
4.93
6.31
1
2
3
4
5
6
7
Total Comms TV Print
RROI
RROI-NO MAIL RROI-WITH MAIL
68
69. MAIL DELIVERS NEW AUDIENCES
Adding mail to the mix opens up new responsive audiences. When mail is
added to the schedule
versus email on its own
Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
69
70. INCLUDING MAIL DELIVERED TOP-RANKING
Campaigns that included mail
were:
27% more likely to deliver top-
ranking sales performance
40% more likely to deliver top-
ranking acquisition levels
SALES AND ACQUISITION PERFORMANCE
Source: Royal Mail MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013
+27% +40%
45%
30%
57%
42%
0%
10%
20%
30%
40%
50%
60%
Sale Acquisition
%Clientslistingtopperforming
improvements
RROI - NO MAIL RROI - WITH MAIL
70
71. WITH MAIL IN THE MIX, MARKET
SHARE GREW 3x MORE EFFICIENTLY
Mail included in multi-channel campaigns drove market share growth with
3x the efficiency versus non-mail advertisers.
2.9xMarket share growth
for all clients
3.4xMarket share growth
for service sector
Comparing market share growth per 10 Extra Share of Voice points (ESOV) shows the increase in efficiency of advertising plans including mail.
Source: Royal Mail MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013 71
73. Background:
Home improvement projects are irregular and unpredictable. Part of
Homebase’s marketing strategy was to promote everything and discount on a
frequent basis. The direct marketing strategy had been built around regular
high volume event mailings with blanket discounts
Solution:
Homebase found patterns in shopping behaviours in both transactional and
non-transactional data, identifying customer needs close to ‘Share of Project’
spending opportunities.
They identified 10 project trigger identifiers and then analysed the length and
shape of the sales curves to quantify the purchasing opportunity. For each,
they created a personalised communication plan.
Responding quickly enough to be relevant was critical. Homebase was able to
get direct mail delivered within six days and email in two. Dynamic templates
made the communication truly personalised, delivering the right message at the
right time to increase customer value.
HOMEBASE USED DATA PATTERNS TO DELIVER
Sources: DMA Best Multi-channel CRM programme Gold Award 2014, DMA Data Strategy Silver Award 2013, Marketing
Week Engage Award Winner CRM/Loyalty and Direct Marketing 2014, Homebase and MRM Meteorite
PERSONALISED CUSTOMER SUPPORT FOR DIY-ERS
73
74. Solution:
The programme used highly responsive direct mail, magazines, emails, at till
communications and inspiring shareable content to increase customer value,
using a hierarchy to determine customer inclusion to suit their interest or
project.
Results:
The strategy has been transformational. The evolved CRM programme has
delivered incremental sales four times greater than three years ago - ROI up
350% to 4.3:1. It also smashed its profit target by +48% creating a
demonstrably more engaged and valuable customer in terms of both total
spend and activity – mail response increased from an average of 9% to a
maximum of 46%, up 500%, ATV increased by 13.5% and repeat visits up 6%.
TARGETING AND PERSONALISATION COMBINED
Sources: DMA Best Multi-channel CRM programme Gold Award 2014, DMA Data Strategy Silver Award 2013, Marketing
Week Engage Award Winner CRM/Loyalty and Direct Marketing 2014, Homebase and MRM Meteorite
WITH FAST REPONSE DELIVERED DRAMATIC GROWTH
74
75. IN SUMMARY
Mail brings a brand into the home where it is kept, displayed, and/or shared
Its tactile qualities have powerful emotional and rational impact that can be identified
and proven
Mail makes your message more memorable
Mail drives successful return on investment
When used in integrated campaigns, it can provide a measurable media multiplier effect
Mail delivers top-ranking sales and acquisition growth and efficient market share growth
The newly transformed Royal Mail is a credible, motivated and connected partner to you and your
marketing agencies.
Media and
Data
Planning
Bespoke
Research
and Insight
Data
Provision
Distribution
75
77. BIG DATA IS DRIVING MORE 121 DIRECT
Data is driving more 121 and personalised interactions.
Trigger based communications based on actual and future behaviour change.
There is a strong role for highly targeted personals mail in this space.
Less short termism and more longer term ROI.
COMMUNICATION
77
78. ADVANCES IN TECHNOLOGY MEANS
USB film content
Augmented Reality: Online / offline
integration
VideoPaks
Sensory Mailings: Taste & smell
increases tangibility
Interactive print
Digital templating: cheaper, faster
& more personalised
QUICKER, CHEAPER & MORE IMMERSIVE MAILINGS
78
79. NEW DEVELOPMENTS FOR MAIL
Barcode
A new barcode standard for
machine readable
Business, Advertising and
Publishing Mail
Technology
Sorting machines that
read the new barcode
and collect mail data
Reporting
Mail Analytics that reports
on volume, compliance,
predicted delivery and
overall performance
Ultimately generating more efficiency, greater transparency and
measurement for your mail campaigns
79
80. WHAT WE COULD DO FOR YOU
Work with you to increase the performance of your DR channels
• Best case for mail
• Test matrix
• ROI
• Contextualise within
the media mix
• Addressed/
unaddressed mail
1. Review your
competitive set.
2. Understand the key
dynamics of your
sector,
3. Unearth powerful
insights in relation to
Mail and how Mail can
address your business
issues.
• Acquisition
• Loyalty
• Retention
Understand the key
issue
Sector experts gather
insight
Recommendation
80
Mail flows through the household – it is passed around, discussed and displayed in more ways and for longer than previously thought.
And rather than being opened and read on the doormat, we saw that participants interact with their mail, fitting it in around their daily life, even revisiting mail later in the day.
The IPA Touchpoints survey shows that on average adults read their mail for 22 minutes a day. This compares to magazines, read on average 14 minutes per day. However, with magazines, attention is split between editorial and advertising. With mail, 100% of attention is on the advertising content itself.
People not only spend time reading advertising mail, they can take their time with it; we’ve seen that they typically keep it around the house for more than two weeks.
In fact, many advertisers report that results from mail come in for 3-6 months or even more.
So mail not only gives brands more time in customers' hands, it gives them more time in their homes.
Mail can be a constant presence for a considerable time
Recent data from Kantar Media’s TGI study shows that 80% of adults kept some mail that companies had been sent to them in the last four weeks.
But people not only give mail time in the home, they also give it a specific space.
Data from IPA Touchpoints 5 confirms that 69% of people have a specific place in the house where they store advertising mail such as coupons, catalogues, brochures and vouchers – all of which helps to keep your message in the household longer.
Those display areas are particularly important – keeping your message visible, like a poster space in the home.
We noticed how mail was used as functional decoration, occupying a designated space in a room.
The follow-up survey supported this, with 39% of people saying they had a dedicated display area for mail, which was usually the kitchen (51% of people who have a dedicated area).
So mail doesn’t just deliver the message, it quite literally nails it to the wall.
By thinking creatively about ways to encourage people to display your mail, it can become visible to everyone in the household.
Mail not only moves around the home, it also moves from person to person.
An average of 23% of all mail gets passed around other people in the home or household, extending the reach of your message beyond the named recipient. And this increases to 29% when it’s a brochure from a company which the recipient has bought from before.
Sharing is, understandably, more common in shared households.
But since the inhabitants of shared households tend to be younger, this has particular implications for the audience for mail.
For example, according to IPA Touchpoints 5, there is evidence to suggest that 15-34 year olds are:
42% more likely to find mail memorable than the UK population as a whole
71% more likely to trust the advertising mail they receive
So, if a mail piece is a conversation starter, it might not only get additional people seeing it, it can potentially get your brand talked about over and over again.
Behavioural marketing experts have investigated the importance of touch in human psychology.
Multisensory stimulation seems to alter the way the brain processes messages – often making processing quicker.
Physical contact results in what psychologists call the ‘endowment effect’ – a sense of ownership over an item which makes people value it more highly.
Scientific experiments have shown that people value something they can see and touch 24% more highly than something they can only see.
Meaning that the physical nature of mail gives it a sense of importance as well as influencing how they feel about the sender.
A 2013 article in Scientific American showed that there is still a strong preference for reading on paper, driven by the physical properties of mail.
And this preference for reading on paper does in fact translate into a preference for advertising mail over email communication.
For example, we discovered that 63% of people say that they are more likely to take mail seriously, compared to just 18% of people for email.
But not only does mail give a better impression of the company than email (55% vs 25%), people also feel more valued when they receive mail rather than email (57% vs 17%).
.
So why are people’s brains reacting in such a uniformly positive way to advertising presented in a physical medium?
Well, it could be that stimulating more than one sense speeds up the brain’s ability to process information. For example, in learning experiments performance is consistently better when vision is accompanied by sound, when compared to just vision alone.
And the same applies to touch because it appears that the tactile effects of mail do something similar by making the absorption of messages easier, potentially making them more memorable.
In Kantar Media’s TGI survey, 80% of respondents say that they can remember seeing or reading some advertising mail sent to them in the last four weeks. And when we asked about advertising mail that the respondents found useful or interesting, 60% said that it helped to keep the sender’s brand top of mind.
Mail delivers a stronger brain response, on these measures, than tv or email.
This response to mail is also universal. Whilst different indicators are stronger for different age groups, the overall effect remains strong regardless of age.
Mail creates a stronger brain response than tv or email.
In a multimedia campaign, how can we get mail to work the most effectively with other media channels like tv and email?
We found that placing mail last, after TV and email, generated the maximum effect in our Neuro-Insight research.
So, we have seen the role mail plays in people’s homes and how it impacts positively on the heads and hearts of consumers.
What our research also shows is that mail is highly effective at delivering return on investment (ROI), performing not just in terms of sales and direct response, but also on incremental reach, efficient growth of market share, brand switching and cost per new customer acquisition.
But mail also helps in getting new audiences to engage and respond so it can make a
significant difference when integrated into multi-channel communications planning.
We believe it is important to demonstrate the impact mail has on the full range of
marketing and communications measures and to see how these lead to tangible
business results.
We commissioned BrandScience to conduct a meta-analysis of advertiser econometric models – 401 cases (56 of which used direct mail and 42 of which used door drops), each representing one year with an average of 3 campaigns per year.
They discovered that mail’s ROI performance is strong and that it is similar to television and above that achieved by most other media channels covered in the analysis.
Door drops also deliver excellent performance – around the same level as OOH (out of home / posters).
Of the 56 cases using direct mail, we found that mail and door drops did well versus other channels, and that both deserved to be included/considered in their own right.
When mail was included in an integrated plan, total communications revenue ROI jumped from £4.22 to £4.73 – a 12% increase.
The inclusion of mail particularly showed increased revenue ROI from campaigns using TV and print. This is in line with the neuroscience research where we saw a strong interaction between mail and TV.
Adding mail to the mix also delivers new responsive audiences. This is not just from media multiplier theory.
Royal Mail consumer research shows us that different people like to be communicated with through different channels at different points in the customer journey. In our Mail & Email research for example, we found that 68% of people prefer companies to use some communication by mail.
With mail added to the mix, in our Digital and Mail: Part 1 research, we could identify that 13% more consumers visited the sender’s website, 21% more consumers made purchases and 35% more consumers redeemed coupons or vouchers .
The BrandScience analysis focused on ROI, but we also wanted to confirm that mail delivered on other commercial measures.
Peter Field, an independent marketing effectiveness consultant, analysed the IPA Effectiveness Awards case studies data and compared the metrics between campaigns that used mail and those that did not.
The analysis of the IPA Effectiveness Awards databank identified that campaigns that included mail were 27% more likely to deliver top-ranking sales performance and 40% more likely to deliver top-ranking acquisition levels, than campaigns that didn’t.
Furthermore the results of this analysis showed that where mail was included it drove market share growth with 3 x the efficiency of those that did not include mail.
A brand spending the same amount of money on two campaigns, would therefore experience three times the amount of market share growth from one that included mail than one that did not.
The Salvation Army, working with Mike Colling & Company (MC&C), increased investment in both mail and door drops over 5 years.
By integrating mail with digital and broadcast media, and by accurately attributing results and understanding the roles each channel plays in the media mix, MC&C increased The Salvation Army’s net income and profitability.
MC&C were awarded silver at the IPA Effectiveness Awards 2014, to follow their DMA Gold for Media Strategy in 2011.
Title master allows for up to a maximum of 3 lines of title copy red, blue and orange. If less than 3 lines are required the unused text boxes should be deleted. All additional info copy dates etc are in black.
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