Get in touch

Blog

4 Quick Wins for Capturing Customer Data

We all know first-party data is king. No other form of data provides a better view of the customer than a brand’s own customer data. Having a 360-degree view of your customer lets you understand their shopping behavior by allowing brands to more readily speak to consumers through preferred channels, provide more personalized communications and ultimately increase consumer engagement. This is a win for both consumers and brands. While there are many benefits, capturing data remains elusive.

Continue reading

Time-Tested Lessons for Launching Loyalty

Executing a loyalty program is a massive undertaking, but we’ve built a solid foundation through research, strategy and financial modeling in previous sections. Even so, tight deadlines, technological barriers and cross-channel fragmentation are just some of the myriad of issues that spring up like a game of Whack-A-Mole. In part 4 of Baesman’s loyalty series, we’ll provide some tips and strategies to secure a successful launch and consistent wins as the program evolves. Data & Technology Real-time data is superior to batching.

Continue reading

Identifying Profitability for Loyalty

In the initial two phases of loyalty strategy, we identified key KPI’s that will lead to success and influence the program structure. In phase three, we will quantify the program’s likelihood of profitability through a financial model.

Continue reading

What does successful loyalty look like?

In part I of our loyalty series, we outlined an approach, based on research and intelligence, to build the cornerstones for successful loyalty. By identifying your competition, data, customer segments and cross-functional resources, your team is prepared to build on that foundation to drive success. But what defines success? Setting targets may seem as if it’s designed to help the C-suite sleep well at night, but objectives have a more substantial impact. Mainly those goals will prevent the bureaucracy of cross-functional teams deviating from the bigger picture.

Continue reading

Is Loyalty Right for my Brand?

Loyalty programs aren’t cookie-cutter—at least not successful ones. Great programs have layers and nuances that harmonize with their brand, customer and goals. Loyalty can’t be an affectation since customers see through insincerity in today’s digitally-saturated world. So how can we provide the best experience for consumers? It all starts with rolling up our sleeves and exploring the data available to us. By researching upfront, marketers garner data to utilize in the later stages of program infrastructure, ensuring a customer-focused program.

Continue reading

Multi-Country Marketing: How To Market Across Time Zones with Limited Resources

Ecommerce retailers take wildly varied approaches to tackling international markets. For some, the opportunity is obscured by a massive barrier to entry that’s simply too high for the cautious CMO. They isolate and focus resources on efficiencies and optimization for domestic ventures. And while this has often been successful, there’s still an untapped market out there.

Continue reading

Brand Balance: Utilizing Promotions without Brand Denigration

Promotions are a vexing topic recently as brands struggle with the dichotomy of driving revenue without hurting brand prestige in a saturated market. While the debate stumbles along in classrooms and boardrooms alike, most marketers are simply asking the wrong question. It’s not SHOULD we discount, but how, when and to which consumers are we discounting to reach revenue objectives? First let’s start with why we discount. Inventory Glut – Happens to even the best inventory managers and we need to move through product.

Continue reading

Loyalty Retention Missing from Most Programs

Loyalty marketers have a delicate balance between acquisition and retention. Both strategies, while often different, predicate a success for mature programs. At Baesman, what we often find during our loyalty audits is that many brands have mature strategies in place to drive acquisition, but many of those brands falter in two areas.

Continue reading

Drive Engagement with 4 CTA Optimization Ideas

Calls to Action are often treated as the ugly duckling by creatives. However, without CTA’s the most beautiful photography in the world would be rendered useless. Here’s how to increase your site and email engagement with four simple CTA optimization tactics. Place CTA’s Above the Fold

Continue reading

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.

Continue reading

Mobile Marketing Tactics You Can Implement Right Now

Mobile is the new battleground for brands. Traffic keeps increasing and conversion remains low; generating more pressure to produce results. That pressure is pushing product managers to focus on streamlined projects based on a utilitarian points system of lowest level of effort and highest potential reward. That method—in many cases—undervalues customer needs and the largest projects don’t necessarily equate to big rewards.

Continue reading