Email Tip – Use Email with In-Store Interactions for an Omni-Channel Experience

As email marketers we sometimes get stuck in the digital world. But brands who have brick and mortar locations can also leverage email for in-store events and in-store only promotions. Having an in-store event and want to drive foot traffic? Send a series of email invites! Is it too close to ship before a holiday? Send an email with a coupon that’s only good in-store. According to CMO, sixty-five percent of U.S. shoppers will browse online and buy in-store during the holidays.

See How Outrageous Interiors Did It

Outrageous Interiors is a B2C gift & home and furniture client of Whereoware who used email to promote an in-store event. Customers were invited to participate in an in-store event from October 25 to 31, 2016. To win, the customer had to visit each of their four stores (all located in GA) and collect a pumpkin at each store. The first person to do this would win $250 gift certificate and all other winner would win $100.OI-Email-LP

First an email went out on October 24, one day before the event start with the event details and highlighting the $250 gift certificate reward. The email linked to a landing page with more details and store information.OutrageousInteriors-Winner-Email

 

Within the first two hours of the event kicking off on October 25, Outrageous Interiors had a winner. An email announcing the winner went out the same day and reminded other participants they still had three days left.

 

Host In-Store Events

Host an in-store shopping party to drive brand awareness and sales. Invite your customers through email, have them RSVP (if your brand is more exclusive), and encourage them to bring a friend or two! This is a great tactic for e-commerce retailers who also have brick and mortar stores. See some of our favorite examples below:

DSW InStore EventIkea Instore Event

Target Location

If you have address data for your customers or even just a zip or postal code, use this to target customers by inviting them to events happening at a store nearest to them or personalize your email to include “Visit Your Local Store” so they can easily take advantage of in-store promotions. In the Rent the Runway example below, the customer received this specific email because they have previously been to that store location or are located within the Washington DC Metro region. In the West Elm example, the email calls out the nearest store to the customer in the header.

WestElm-LocalStoreRTR-PromPrepParty

You can also use targeted location data to alert customers of anything, like Williams Sonoma did to announce a store closing.

WilliamsSonoma-TysonsStoreClosing

Email Receipts for In-Store Transactions

Instead of printing off a receipt, offer the option to have the receipt for the purchased to be emailed to the customer. More retailers are now offering this from their POS machines so the relationship with the customer can be tracked on and off-line. Below are examples of how Paper Source and Home Depot are sending e-receipts for in-store purchases.

HomeDepot-Reciept

What Can I Do?

Send an email to invite customers to an in-store event, announce store information to current customers, and re-engage after an in-store interaction. You can track open rates, the transition from initial email to landing page with more information is seamless, plus it’s cost effective. City-specific events (state dinners or inaugural balls in DC or tailgating events during college football season), prom season, and the holidays are great themes to drive customers and potential new customers (their friends + family) to interact with your brand and participate in a contest or promotion. Think up some ideas you can now execute in the new year!

Web tip – 5 ways to increase retailer registrations on your website



It’s hard enough to convert traffic on your e-commerce website, but many of our B2B wholesale clients face an additional hurdle: they require customers (retailers) to register with them to shop their website.

A non-registered website visitor can view products, though sometimes even those are hidden, but won’t see product information or certain product details. The registration process allows wholesale companies to vet retailers, without displaying wholesale prices to consumers.

Once the retailer registers and is approved, they receive a login and access to the full website – prices, product details, and frequently, highly customized retailer portals.

The plot thickens! When that same B2B wholesale company unveils a new website, oftentimes their retailers must re-register to gain access to the site. This is a common best practice to protect retailer privacy data. These wholesalers must compel retailers to register not once, but twice!

Having built hundreds of wholesale websites, we know a thing or two about motivating retailers to register. Today, we’ll cover five simple, effective ways to increase registrations on your website.

Can’t miss Invite and Benefits

This is a no-brainer, but make sure you tell retailers to register. The invitation or reminder to register must be easy to find, so place the messaging or call-to-action in a can’t miss location on your site or email.

Continue reading Web tip – 5 ways to increase retailer registrations on your website

Behind the glasses – Mitch

Each month we get to know one of our fantastic Whereoware employees better. This month, we go Behind the Glasses with Mitch Phillips, our Digital Marketing Associate.

Who

What’s your name? Mitch Phillips

Job title: Digital Marketing Associate

Background

Favorite food: Parmesan cheese. I asked if we could get a parmesan dispenser put in by the water fountain, but apparently that’s not in the budget. Time to start a GoFundMe.

Hidden talents: My fashion. I once wore a striped shirt with plaid shorts in high school and everyone was taking pictures of me.

If there were a movie of my life, I’d be played by: Michael Cera

In a zombie apocalypse, my weapon of choice would be: Can Zombies jump? If not, I’m definitely putting Legos in the hallway. Good luck walking through that.

Nerd Quiz

Facebook or Twitter: Twitter during football season; neither during election season.

iOS or Android: iOS – if I text you and a green bubble comes up…

‘Nerd’ or ‘Geek’: Dweeb

Star Wars or Star Trek: THERE’S A DIFFERENCE?!?

What’s the best part about working at Whereoware?

The challenging work environment. I’m constantly tasked with things that push my creative boundaries and help me learn new things, whether it’s design, handling data, or coding new emails or landing pages. The people are great too. Everyone here is very smart and fun to be around!

Mud Pie: Digital Analytics, UBX, & Real-Time Emails



Mud Pie-ubx-case study

Who

Mud Pie is a B2B + B2C retailer of trendy and seasonal baby clothes, women’s apparel, gifts, home décor, and more.

What We Did

First we installed IBM’s Digital Analytics to the Mud Pie website, then we used IBM Universal Behavior Exchange to establish a connect between Digital Analytics and IBM Marketing Cloud.

Results

Get the case study to see how targeted real-time emails achieve open rates over 35%.

 

Analytics Tip – Google Optimize

The Skinny

Google is beta testing a new landing page testing and optimization tool that integrates with Google Analytics and Google Tag Manager called: Google Optimize.

Doesn’t This Already Exist?

Sort of. Google has been trying to get into the optimization game for a while now. It started with Google Website Optimizer which was discontinued in 2012 for Content Experiments in Google Analytics. This brought A/B testing into the Google Analytics tool. Google Optimize is their latest iteration. Google Optimize 360 is also in beta, but the main difference between Optimize and Optimize 360 is price. Google Optimize (sans 360) is free and thus a little more limited than the 360 enterprise version.

The Google Analytics 360 suite is the premium, paid-for suite of Google products. There are free versions of these but they have some limits to their capabilities.

Want to see the full comparison breakdown of the two versions? Check it out here.

Continue reading Analytics Tip – Google Optimize

Behind the Glasses – Emilyann

Each month, we’ll interview one of our fab employees here at Whereoware. For November, we get to know Emilyann Key, our Digital Marketing Associate, a little better.

WHO:

What’s your name? Emilyann Key

Job title: Digital Marketing Associate

Background

Favorite food: Sweet potatoes! Everything Bubba Gump can do to shrimp, I can do (read: attempt) with sweet potatoes.

Hidden talents: I do some pretty solid impressions (usually of SNL characters) and fun accents. The New York Times once posited, “She sounds a lot like what’s-her-face.”

If there were a movie of my life, I’d be played by: Tina Fey, but I’d likely be asked to leave the set for asking her too many questions during filming (ironic considering she’s playing me).

My earliest memory: A Norman Rockwell-like still of my view from the ground, when I fell while roller-skating around the house in a Disney princess dress.

Nerd Quiz

Facebook or Twitter: Twitter

iOS or Android: iOS

‘Nerd’ or ‘Geek’: Option C: “Dork”

Star Wars or Star Trek? Star Wars – I can hold my own if a Wookie call is needed.

What’s the best part about working at Whereoware?

There’s something insanely cool about working with people who are genuinely interesting, brilliant, and passionate. We can work crazy hard together, learn from each other, and laugh the whole time. This energy fuels our creativity and commitment to quality work.

The culture at Whereoware thrives on challenge. We’re all about seizing opportunity, taking initiative, and innovating, but unlike other companies I’ve seen, it isn’t overtly competitive. There’s an authentic investment in each employee’s professional development and helping individuals achieve their goals.  Whereoware is a great example of how investing in employee development not only enhances internal happiness, but service quality and customer satisfaction. Whereoware both walks the walk and talks the talk.

Web tip – 4 reasons e-commerce marketers need a PIM system

whereowares-pim-system-product-fastlane-increase-traffic-and-conversionsToday’s e-commerce marketers are rockstars. They’re the Swiss Army Knives of sales. The MacGyver’s of marketing. They’re juggling everything – websites, emails, digital catalogs, third-party marketplaces, paid ads, social media, and more, and making it all look effortless.

Under the hood, it’s everything but effortless. Not only are marketers executing campaigns, they’re also working behind the scenes, managing endless data feeds, APIs, automation tools, and CRM systems to power all their digital initiatives.

Clean and reliable data is the foundation of keeping all these balls in the air. Yet, untangling data on a day-to-day basis is one of the trickiest aspects of managing campaigns.

That’s where a Product Information Management (PIM) system helps. Today, we’ll cover PIM system basics and benefits, and four reasons why busy marketers should add a PIM system to their must-have list.

What is a PIM system?

A PIM system is a lifeline to pull you out of spreadsheet hell. You know what I’m talking about – you’ve got all of your product data in an Excel spreadsheet and product images on a USB drive or Dropbox. You’re checking databases for product inventory, hoping your recurring data feeds don’t fail, or importing product data manually.

There are so many moving parts, it’s enough to give the most competent marketer anxiety.

A PIM System replaces all of these moving parts. It places all your product data and assets in one, centralized system. (An example of Whereoware’s PIM system, Product FastLane, is pictured below.) When you’re managing hundreds or thousands of products, the ability to access, search, filter, and update data in one location and then share it across all your digital channels saves time and headaches.

whereowares-pim-system-product-fastlane

Reduce Data Management Costs

whereowares-pim-system-product-fastlane-reduce-data-management-costsToo often, data is stored in disparate locations and is outdated, or incomplete. When this happens, it takes many man hours to track and check the data – time that is better spent brainstorming or executing the next marketing campaign.

When you have multiple team members handling and relying on the same data, things become hairy fast.

A simple and effective PIM system let’s everyone on your team manage and update standardized data in one place. It streamlines collaboration and reduces organizational costs due to lost productivity.

Improve Data Quality and Reduce Risk Across Marketplaces

Similarly, by maintaining a “master” data standard in your PIM system, you know that everywhere you share your products – whether it’s your website, a digital catalog, or a third-party marketplace – product details are consistent and accurate.

When information changes, you update the system one time, instead of manually updating information on every channel, reducing redundancy and rework.

Many PIM systems, like Whereoware’s PIM system Product FastLane, alert you of incomplete data fields, missing links or images, or other data errors, so you fix them right away. This “second checker” will significantly reduce your anxiety, while ensuring your data is accurate on every channel.

product-fastlane-identifies-errors

Share Consistent Data Across Marketplaces

A brand’s e-commerce website isn’t the only place retailers or consumers purchase products anymore.

whereowares-pim-system-product-fastlane-share-products-with-marketplacesMany brands also sell on third-party marketplaces, like Amazon, Wayfair, Zulily, and more. These marketplaces expose a broader audience to a brand’s products, but each one typically requires a different product dataset, formatted a different way.

These third-party data specs can be built into your PIM system, so all you do is map your data fields to their spec with a few clicks. Since it pulls from one data source, you always have consistent, accurate data across marketplaces.

Increase Traffic and Conversions

Your product descriptions and imagery must grab attention and compel action. A PIM system lays everything out for you, from your product details to important search engine optimization (SEO) fields, like meta descriptions, image titles, and more.

If your SEO data is complete, your site’s placement in SERPs improves, and more searchers find your products.

Free yourself of data headaches: get a PIM system

As more marketers develop data-driven marketing strategies, they need tools and processes to make sure the data they rely on is complete, accurate, and quickly accessible. They can’t spend all day creating, checking, and importing data files.

Clean data is one of the most important weapons in a marketer’s arsenal. Take control of your marketing data with a user-friendly Product Information Management (PIM) system.

Like what you hear? Check out Whereoware’s new PIM system – Product FastLane.