November 2017 - The Gathering Place

penguins web

Create unique, personalized marketing by observing your customers where they hang out

If you want to see the ultimate in personalization, watch the marketing of online retailers. While not everything in the e-commerce world can be replicated in print, many successful techniques can be adapted. 

One of the retailers open about sharing its secrets of success is Bow & Drape, a brand widely recognized for its ability to create unique, personalized experiences for its customers.

For example, Bow & Drape recently decided to launch a new customer acquisition campaign for pet lovers. Instead of buying a mailing list of people known to spend money on pets, it went to well-known pet bloggers and pet influencers instead. These influencers promoted Bow & Drape to their readers and pushed prospects into the retailer’s website.

Once people reached the website, Bow & Drape cranked up the gravitational pull. First it captured purchase data, email addresses, and physical addresses. Then it used co-marketing with complementary brands to expand its reach. Based on what it learned about its customers’ preferences, it created “cohorts,” or marketing segments, used to further personalize future contacts.

Bow & Drape tracked the results of these data-collection and personalization efforts. ROI ranged from 2.5 to 5.0, depending on the segment.

Much of the marketing was done by email, and click-through rates were outstanding.

Click-through rate* Total click-through rate**
7.82% 8.22%
16.74% 17.29%

*Percentage of people who clicked on one or more links in an email message. 
** Total number of clicks an email message’s links received as a percentage of subscribers.

Bow & Drape also regularly looks for new ways to understand customer behavior and identify new customer segments. One of its recently targeted segments is male shoppers looking for the perfect Valentine’s Day gift. To draw these shoppers in, Bow & Drape created a series of quizzes and “how to” shopping guides designed to help them make the perfect selection. It then created campaigns specifically for this segment.

The payoff for such investments has been significant. Among the benefits, according to Bow & Drape:
• Increased ROI
• Increased customer loyalty
• Increased conversion rates
• Increased stickiness of the brand
• Higher levels of engagement
• Ability to showcase more inventory

Marketing Lessons from Bow & Drape
Learn from this highly successful retailer. There is more than one way to find high-value prospects and to segment your customer base. Look for valuable “back door” ways to put fresh eyes on your inventory and to find creative ways to segment your database and identify new target segments. Then personalize, personalize, personalize!

It’s not only profitable, it’s fun!