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business e-commerce mobile

Luxury brands are relatively primitive in the world of email marketing – report

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Despite the fact email is one of the most cost effective forms of digital marketing, and a proven route to drive traffic, only 30% of luxury brands are using it to its full potential, says customer engagement specialists ContactLab.

Its new report, conducted in conjunction with Exane BNP Paribas, suggests email marketing practice is relatively primitive in the sector, and reveals an opportunity gap surrounding better segmentation and personalisation of content, as well as integration with other channels.

It highlights brands including Burberry, Cartier and Armani as leading on its “Email Competitive Map”, comparative to others such as Cèline, Prada and Givenchy who are dragging behind. Unsurprisingly, such email performance seems to align with overall digital competency, according to the research.

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Other negative factors specific to email strategy include excessive frequency and an overwhelming commercial bias. But it’s brands who do not exploit data collection to achieve full segmentation that create the largest impression of complacency, it suggests.

Marco Pozzi, author of the research, says: “Achieving customer segmentation will always be a challenge but there remains a lot of room for luxury brands to differentiate in their emails and create more personalised campaigns. Simply sending generic content and treating all customers as one does not build a relationship with customers. Customer shopping habits have changed and they expect an integration of different channels as part of the omnichannel experience. ”

It’s not all bad news however, there are a few luxury brands who do already distribute personalised messages. Of those, Dolce and Gabbana is leading, followed by Armani, which addresses recipients according to gender/title, building a strong relationship with customers in the process.

Continuing on a positive note, ContactLab pointed out that, across the board there is good performance on email localisation (key languages) and structure (composition, visualisation).

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“With the modern customers having an overload of content and often bombarded with emails, brands need to ensure the emails they distribute are relevant and thus capturing the attention of the consumer,” Pozzi adds. ContactLab’s study suggests customers prefer a varied mix of content that isn’t too commercial. Hermès leads the way with a balanced mix of branding, commercial and store-focused content, it highlights.

The report outlines the fact email marketing offers opportunities for brands to receive large amounts of traffic via smartphones and tablets particularly. Time spent browsing on such devices is notoriously short, so targeted emails that stand out from the crowd are essential.

So what does the future look like for email marketing? Luxury brands need to review the different services they offer and integrate cross-channel communication. A small number of brands ask for ZIP codes and postcodes, which could be used in conjunction with store locators. Elements like ‘buy now’ buttons and links to shoppable apps should also be introduced. Right now, only Cartier includes a “Book an Appointment” tab and only Burberry offers a “Collect in Store” option. Technology to incorporate cross-channel communication through email is already available, so expect to see more of this sometime soon.

It’s worth remembering that although email is only one aspect of the ecosystem, the impact of effective digital marketing can result in a 40% increase in revenue. A separate study by McKinsey also shows that 75% of luxury consumers interact with at least one digital touchpoint before making a sale in the offline world. A strategic use of email that caters to the user’s needs must be implemented.

Categories
digital snippets e-commerce social media technology

Digital snippets: Burberry, L’Oréal, Macy’s, Adidas, Uniqlo, Google Glass

A round-up of the latest stories to know about surrounding all things fashion and tech:

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  • How Burberry has fared in its first days on Tmall [Jing Daily]
  • L’Oréal launches virtual try-on make-up app [NY Times]
  • Macy’s is the first retailer to run Facebook’s auto-play video ads [Adweek]
  • Adidas app to print Instagram snaps on your shoes [CNET]
  • Google’s new fashion-savvy exec can’t fix Glass’ biggest flaw [Wired]
  • Burberry cites integrated marketing activity for revenue growth as EasyJet CEO joins the board [The Drum]
  • Op-ed: Why fashion is the next big thing in venture capital [BoF]
  • Why are fashion brands shying away from Tumblr? [Tumblr]
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e-commerce social media

Topshop partners with Pinterest for online and offline Holiday campaign

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Topshop’s campaign for the coming festive period sees Pinterest integrated both online and in its stores.

The British high street retailer has partnered with the virtual scrapbooking site in a bid to “showcase key product and facilitate the gifting process”, said its newly appointed global head of marketing and communications, Sheena Sauvaire.

“Dear Topshop”, as the initiative is called, sees a gift search embedded on its site allowing shoppers to explore by quirky categories such as “A gift that will wow”, “All things that sparkle” or “A bit of romance”. The results of each can all be pinned, shared and, of course, shopped.

Those pinned the most will be featured on the Topshop.com homepage daily.

Tying the campaign to the physical space, key products in store will also have a Pinterest call to action on their tags. Meanwhile, giant touch screens in the retailer’s flagship London and New York stores will likewise allow customers to pin, share and shop.

Staff in other stores will be wearing Pinterest t-shirts and carrying iPads in order to walk customers through the campaign.

Added Sauvaire: “Pinterest, being a strong visual platform, was the ideal platform as it allows our customers to collect products and inspirations to share with family and friends. Add the physical component, and we are creating true ‘social shopping’ during the festive period.”

Consumers are also invited to submit their own inspirational boards on Pinterest tied to the Holiday theme to be in with the chance of winning a variety of prizes including shopping sprees, front row seats to fashion week, and more.

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Categories
social media

All the details of Gap’s #BacktoBlue campaign

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Mashable may have reported on its Tumblr mobile ads, while Advertising Age covered its return to TV, but Gap refers to its new Back to Blue campaign as its “broadest-reaching in the company’s modern history”. In total it spans print, outdoor, mobile, direct, social, in-store, digital and TV.

Launched for autumn/winter 2013/14, it aims to celebrate Gap’s denim legacy. Says Seth Farbman, global CMO: “Back to Blue means getting back to what matters most – our truest selves, when we are most comfortable in our own skin.It’s both a statement of how we feel as a brand, and how our customers want to live their lives and make their decisions. With style, people are seeking authentic denim and chambray – clothes you can wear almost anywhere but never forget who you really are.”

Here’s everything it includes:

  • Digital content can already be seen across the brand’s social platforms spanning everything from short films (uploaded to Instagram no less), as well as photographs and animated GIFs. The assets feature 24 “influential millennials” including Tanisha Long from MTV’s Girl Code and Urban Bush Babes blogger Cipriana Quann. Each of them shares “simple, raw and relatable stories about what it means to be one’s most authentic self”. 250 pieces of content will be created in total, released over a three-month period
  • An animated GIF has also been posted on Tumblr by fashion blogger FashGif to introduce a contest that invites other digital artists to share what Back to Blue means to them. The winning works will be turned into Tumblr mobile ads and showcased across all of Tumblr’s mobile units on one day. This is the first time a brand has done so
  • Gap returns to TV for the first time in four years this season too, with a spot set to release in mid-September. That ad is expected to first debut on Twitter. Said Farbman: “We have always been a brand that benefits from moving pictures, sound, emotional engagement. …Also, the reality is that TV continues to be the medium that gets you mass reach quickly”
  • The retailer’s ongoing Styld.By initiative, which sees Gap product brought to life through the editorial perspective of various established bloggers, will hit 30 countries this season with the addition of Russia, Singapore and the Philippines. In a bid to dive deeper into interest communities, it will see Refinery29 styling fashion and lifestyle bloggers, Mashable styling technology influencers and Eater styling chefs. It will also see a video series launched featuring style advice from Jenn Rogien, costume designer for HBO’s Girls and Netflix’s Orange is the New Black
  • In a traditional media sense otherwise, the campaign also includes outdoor and print magazine advertising in key global markets. Those portrait images were shot by Inez and Vinoodh, and star the likes of Adam Driver from Girls and model Dree Hemingway
  • And finally, Gap has partnered with Vice magazine for a global art project that will see 10 outdoor murals created by emerging street artists Zio Ziegler, Roman Grandinetti and Andrew McAttee. The Art of Blue, as its called, will bring the campaign concept to life in New York, San Francisco, Los Angeles, London, Paris and Rome

 

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