Our insight-led marketing conversation continues! Last week, we held our 4th event of the series in partnership. Brands, customers, and partners gathered at our London office, leaving with valuable insights to ignite inspiration among marketers.
Joined by High Street TV, Schmack, and special guest Maarten Ectors, each speaker gave the audience insightful perspectives, stories, and actionable tips to inspire businesses to reshape how they deliver customer experiences. Here’s the summary below but if you’d like to see the video presentations, simply fill in the form at the bottom of this page.
What Are Insight-Led Marketing Stories All About?
Our mission is to share the power of insight-led marketing. By collaborating closely with our clients and partners, we have created a space to exchange proven experiences and stories that illustrate how actionable insights can redefine business outcomes and customer experiences.
High Street TV: Growth Strategies and Impactful Programs
Lucas Dyson, representing multi-channel retailer High Street TV, took to the stage to delve into their product-focused marketing strategy and how Mapp played a pivotal role in their journey. Their primary channel was television, but they also strategically incorporated other channels into their marketing mix.
[👋 Watch the full presentation here]
With a huge database of over 800,000 contacts and a strong social media presence, they recognized the immense potential of these assets. Ultimately, High Street TV aimed to leverage their database further to bolster their smaller brands.
To achieve this, they needed to collect email opt-ins and nurture their High Street TV Family of shoppers to explore their various product offerings. Lucas shed light on why High Street TV chose to partner with Mapp, emphasizing key reasons like the ease of customer segmentation, cross-platform integration, data tracking capabilities, and exceptional customer support.
The team merged the Nutribullet and High Street TV accounts to eliminate siloes and maximize the potential of their High Street TV family group. Several technical adjustments were made to facilitate this merge, such as:
- Contact transfers (with GDPR compliance)
- Domain & landing page migrations
- Amending existing whiteboards
- Creation of new attributes and groups
- Testing, testing, and more testing!
To distinguish each brand, Lucas demonstrated how custom attributes and separate automation whiteboards within Mapp were utilized. When users opt into one brand, they become part of the High Street TV family and can opt out of specific brand emails through a preference page.
High Street TV also successfully implemented post-purchase emails to offer product usage tips and reduce returns, minimizing customer service contact, and generating additional revenue. Their abandoned browse and cart email programs also proved highly effective, which contributed significantly to their email-driven revenue.
FactFinder: Elevating E-commerce with AI Insights
Next up was Stephen Batley, from the FactFinder team. Stephen set the scene for the audience about how e-commerce has faced its fair share of challenges: from economic uncertainty and data privacy concerns, to supply chain disruptions. He went on to share some stats, underlining how 3 in 4 consumers had reported that an unsuccessful search resulted in a lost sale. Yet, amidst these challenges, he highlighted a notable surge in new e-commerce users.
[👋 Watch the full presentation here]
Stephen then delved into three pivotal trends that are shaping the e-commerce sphere:
- Personalization: Cited research about how over 70% of consumers now expect personalization and express frustration when they encounter its absence. He demonstrated how FactFinder tested one-to-one personalization for client Unger-Fashion.com, to elevate the overall user experience which led to 9% increase in CTR.
- Shift from Acquisition to Retention: With the escalating costs in customer acquisition (CAC had risen by 60% over last 5 years), eCommerce businesses are redirecting their focus towards retaining existing customers. He emphasized the significance of offering a seamless and satisfying online experience to encourage customers to return. In fact, FactFinder observed that customers exhibit less loyalty if the shopping process proves to be challenging.
- AI Integration: Highlighted how AI is now being extensively employed in areas such as search, personalization, and product recommendations, significantly enhancing efficiency and the overall shopping experience. Also addressed how 71% of eCommerce businesses saw profit increase as a goal when adopting A.I. Learn more about FactFinder’s powerful AI capabilities here.
The audience also saw some compelling statistics indicating that despite economic challenges, decision-makers are increasingly inclined to boost their investments in AI. On a final note, he emphasized the emergence of “Authentic Intelligence” as the linchpin for gaining a competitive advantage, highlighting its invaluable role in product discovery for teams, businesses, and, importantly, customers.
SCHMACK: Innovate Your Customer Loyalty Strategy
Simon Amzallag began Schmack’s presentation by encouraging the audience to scan a QR code to access a wallet pass. This exercise demonstrated the power of wallet passes as a tool for creating loyalty experiences. To capture the audience even further, he stated, “Loyalty programs don’t care about you.”
He challenged the conventional notion that loyalty programs are primarily driven by businesses’ interests rather than focusing on genuine customer care. Instead, understanding human habits and emotions is key to building lasting customer loyalty.
Simon discussed common mistakes in loyalty programs, such as overspending on the wrong customer segments, skyrocketing program costs, and a failure to drive behavioral change. He highlighted the evolution of CRM strategies over the past decade, shifting from basic segmentation and personalization to more context-based rewards. The idea of incentivizing users within a new context was presented, along with tailoring discounts and offers to specific customer profiles.
He went on to share examples from brands like All Saints and Lululemon, demonstrating how context-based rewards and personalized incentives can deepen customer relationships, maintain brand equity, and address stock erosion.
[👋 Watch the full presentation here]
To close, Simon emphasized the importance of aligning business goals with customer goals when considering loyalty strategies. The takeaway was that businesses to prioritize customer needs and habits to create meaningful and effective loyalty programs.
Special Guest: MAARTEN ECTORS: Navigating Next Tech; gaining insights from a profit-growing innovator
And finally, Maarten Ectors took the stage, drawing from his extensive experience at Legal & General and Nokia, and his specialty in groundbreaking technologies like AI, Web3, IoT, AR, VR, and blockchain. His presentation left the audience teetering between excitement and unease as he explored the future’s uncertain landscape.
[👋 Watch the full presentation here]
Maarten began by emphasizing the paramount importance of comprehending exponential change. He explained how technologies such as renewable energy, lab-grown food, robot factories, and decentralized finance are poised to revolutionize our lives. Elon Musk’s ambitious projects, spanning brain implants, AI-driven healthcare, and autonomous robots were also key examples explored—introducing a potent mix of excitement and trepidation about the future’s unfolding possibilities.
A central theme was the potential of AI-enhanced workers. He illustrated how they could substantially amplify productivity while simultaneously offering more cost-effective services to customers. Maarten’s involvement with Superhuman Work, a startup aimed at disrupting the investment industry, exemplified his commitment to reshaping conventional paradigms.
To finish, Maarten’s presentation showcased the transformative influence of emerging technologies and their far-reaching implications across diverse sectors, including marketing and finance. He encouraged the audience to think ahead and use tomorrow’s tools to address tomorrow’s challenges.
ACCESS THE PRESENTATIONS FROM THIS INSIGHT-LED MARKETING STORIES EVENT
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