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Rethinking retail: Why big brands need to act small

The recalibration of retail has flipped the script on what’s successful in the space. In previous generations, big-box retailers could out-muscle competition, offering lower prices and more variety. Today, ecommerce has reduced barriers to entry for generations of young adults who value uniqueness over variety, craftsmanship over commonality, and rich origin stories over American icons. So what does the competition look like now? Ecommerce is an equalizer

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Loyalty Needs Partners Over Providers

Brands using high-priced platforms often find that the provider lacks know-how to drive the required shifts in shopping behavior or sales. What they need is a partner experienced in loyalty marketing. Let’s cut to the chase: Technology vendors are unintentionally crippling loyalty. They have the right intentions, but once a program is launched, they forget about you – just like your first romantic experience. It still stings, I know.

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First class postcards: Marketers paying too much.

Forever most marketers and mailing service providers have been spending $.01 - $.03 per piece too much for their postcard postage and don’t even know it. With proper planning and the right partner, there is a better way to mail your 4.25 x 6 postcards.

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Customer Marketing can save Retail

Retail has some troubling storms brewing for the future. It’s hard to say it could get much worse than the last couple of years, but it looks like the industry hasn’t hit rock-bottom quite yet. And it might take rock-bottom for the industry to realize they need to take a serious look at their customer and understand that the old way of doing things simply doesn’t work anymore. There have been a lot of positive changes in Ecommerce and digital, but the store side hasn’t progressed in decades.

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Mobile Conversion Still Impeding Mobile Adoption

Despite the meteoric rise of Ecommerce, mobile conversion rates are still a critical issue for retailers. A recent study from Mobile Ecosystem Forum shows that 58% of customers abandon mobile transactions at the shopping cart due to concerns over providing sensitive information, connectivity issues, or frustration with the length of the process. Yes, that means more than half of your mobile customers are ditching purchases all because of inconsistent mobile experiences. Some may revisit their purchases via desktop or stores, but there will be a significant attrition rate.

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Post-Purchase Marketing Key to Customer Retention

The idea of lifecycle marketing evolved in leaps-and-bounds last year. But brands are still having a difficult time when it comes to execution. According to a new study by Koyne, only 61% of companies are satisfied with their customer marketing efforts, and more than 90% of respondents agreed that lifecycle marketing is very important to their success. Yet for many brands, creating a fully realized strategy is too complicated in a highly fragmented, cross-channel world.

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Customer Loyalty Is Changing—And You Should Too

Retailers are squandering time, energy, and investment on outdated loyalty models that don’t work. According to a recent Accenture survey, 78 percent of U.S. consumers are retracting from loyalty programs. Most of that withdrawal can be attributed to customers flocking to the most evolved programs that are more aligned to their expectations and needs.

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Adapting to the Changing Customer

Our team has been thinking about the changing customer quite a bit lately. As a leader in customer insights and customer loyalty, we quite literally see the customer change before our eyes through the actions they take with our clients. What we’ve seen leads us to a critical topic that we don’t cover often. The fallacy of control. Every marketer has this thought at some point that they can control their customer. Through the tools at their disposal they can push customers to perform like a marionette on strings, pulling levers to illicit response.

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Social Trends 2017: Social Channels to Become More Visual

Social media has always been a visual experience. From the invention of Facebook, one of the main attractions was the socialization of pictures that could be shared and viewed. Fast-forward a decade or so and the same holds true, but visual elements are even more aggressive. If we look at the most popular social networks, as well as those that have taken the steepest decline, we can show how visual the medium is for consumers.

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3 Email Strategies Customers Can't Resist

Your email campaigns are only as good as the content you put in them. Don’t miss out on sales because of sub-par content. Utilize these three campaigns to catch customer attention in a saturated email market. Consistency is King This is Pavlov’s dogs for the digital age. Elicit a behavior of routine opens by consistently differentiating 1 email per cycle. That email stands out from the crowd, it’s refreshing, highly relevant to the brand and provides high value to the customer.

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Direct Mail Outperforms Digital for Acquisition

Direct mail isn’t as glamorous as digital marketing, it isn’t as innovative as mobile marketing, and it isn’t as recognized as email marketing. But direct mail achieves one important strategy better than any other medium. Direct mail acquires customers; it simply outperforms digital channels. Here's a look at response rates based on a 2015 DMA report Direct Mail: 1.0% Mobile: 0.2% Social: 0.1% Paid Search: 0.1% Undervalued in the Digital Age

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