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Customer Retention. Automated

Market Basket Analysis

Posted by Matt Williamson on Apr 30, 2015 1:56:00 PM

What You Can Learn From Tostitos and Ping Pong Balls

I was shopping with my son this weekend, and in between attempts to keep him from putting every sugary item in the store into our cart, I came across a great example of Market Basket Analysis.

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Related: Customer Retention

Predictive Analytics for Email Marketing

Posted by Amy McCarthy on Apr 28, 2015 3:14:00 PM

A single email blast to your entire customer base disables your ability to create a personalized experience.

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Related: Best Practices, Email Marketing

Examples of Email Messaging for Mother's Day

Posted by Aviva Imbrey on Apr 27, 2015 8:44:00 AM

In this blog post we will take a quick look at techniques that build on gender roles, discuss mistakes, and foster relatability in your Mother’s Day and Father’s Day emails.

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3 [Top Secret] Steps: Avoid Returns, Exchanges & More

Posted by Mallorie Moore on Apr 20, 2015 2:11:00 PM

Customer returns, exchanges and sizing issues are big challenges faced by eCommerce businesses; challenges big enough that they often result in customer frustration, or worse, churn. Although virtual try on technology has widely been adopted by many accessories retailers, such as eyeglasses retailer Frames Direct, apparel retailers just aren’t able to replicate this experience…. yet. So, while I hang tight and wait for the day a pair of floral denim jeans pop through my Mac screen for at-home try on, I’d like to make three [top secret] suggestions that will help you effectively target your customers, reduce returns, exchanges and sizing issues.

1. USE DATA! Yes, I just screamed that out loud. Not to yell at you or anything, but this is big… Big data big. Think about it, for every purchase your customers have ever made through your eCommerce store, you’ve got valuable transaction information. That includes customer data, product data, recency, frequency and monetary data, and anything else you’ve had them provide to you over their customer lifetime. Now you ask, but what am I to do with this data?

2. Segment. Segment the data so that you can reach the right customers at the right time with the right information. For example, last year I probably purchased 20 scarves. I’m serious. I’m a crazy scarf wearer. From my favorite apparel retailer, I probably purchased 7 of those scarves. It’d be a super easy win for them to create a segment Purchased_Category_contains “SCARVES” and send me [and other crazy scarf wearers] targeted emails every time they released a scarf in a new pattern, because I’d clearly buy them...all of them. But what about premium denim and pencil skirts? These are the types of product categories that see a high volume of returns, exchanges and sizing issues due to fit issues. For these and other similar products, it’s invaluable to use keyword data segmentation. For example, create three unique segments for customers who purchased denim in the following three categories or with the keywords: straight leg, skinny, boyfriend. Or, three unique segments for: petite, slimming, plus size. Set your parameters to “Customers who have purchased X or made a purchase in ABC category” to accomplish this.


3. Send Sizing & How-to Guides. Send automated sizing and how-to guides applicable to the products your customers have purchased. Use historical purchase data to understand what your customers love, then send targeted emails debuting your brand’s spin on the hottest off-the-runways trends, so your avid, skirt wearing fashionista knows how this season’s party pleather is going to fit, and which boots to pair it with [never miss an upsell opp]. Eliminating risk of return is your goal here, but reducing need for exchange is also going to keep you customers content. However, don’t stop there. Send sizing and how-to guides to your customers who have abandoned products recently placed in their cart. These customers might be unsure about the purchase before they’ve even made it, and therefore run a high risk of return. So, send them a short, light hearted or humorous email reminding them about their unmade purchase, pair with a sizing, style or how-to guide to ease their minds, complete with a promo code… and BAM! You are going to be shipping out your last pair of camo cut offs to see them never return.

Final note: always remember to use personalization. Including a first name field (i.e. Hi “*|FNAME|*”…) in your subject line, email body, or both is an easy way to help build lasting relationships with your customers. Because really, who doesn’t want to feel special?

For more on eliminating returns, exchanges & sizing issues, learn how evo reduced churn by automating a 3-part how-to home try on series.

Get your FREE demo of the complete Windsor Circle Retention Automation Platform.

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Related: Best Practices

Earth Day Marketing

Posted by Amy McCarthy on Apr 20, 2015 12:37:00 PM

Earth Day is just around the corner, and it's a great time to emphasize to your sustainability initiatives to your customers. Whether your consumers are earth-minded year-round or not, they'll be hearing a chorus of environmental messages around Earth Day.

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Related: Holiday Marketing

The Art of the Possible: An hour with Tam Ly

Posted by Aviva Imbrey on Apr 17, 2015 11:19:00 AM

An hour with Tam Ly

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The Power of the Cloud

Posted by Caroline Riddle on Apr 16, 2015 11:25:00 AM

This week I had the pleasure of attending Demandware XChange 2015. The conference provided a great opportunity to meet leading retailers and talk retention. One common theme I heard throughout the conference - how cloud-based businesses are more scalable, nimble and ultimately yield better results. This is fitting given Demandware’s LINK Marketplace, which gives their customers the ability to continue to grow their business through innovative partner features.

One of the highlights of the conference was a talk by Scott Galloway, Clinical Professor of Marketing at NYU Stern School of Business and Founder and CEO of L2. Scott presented L2’s research that showed, on average, merchants using cloud solutions grow 12% more than those using an on-premise platform. Companies using cloud solutions have an easier time scaling and being nimble. While custom solutions are great when they’re working, they require a lot of work to build and maintain. Whereas cloud solutions take less time and maintenance, so on average you’ll get a better return (time + money / results) than a custom solution. It’s telling then that L2 hasn’t seen any custom builds in the last 24 months.

While there were a number of early players in the eCommerce game, the ones who weren’t first and took their time working on finding the best cloud-based solutions have seen greater benefits than those early adopters.

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Build Your eCommerce Castle at Magento Imagine

Posted by Caroline Riddle on Apr 7, 2015 1:28:00 PM

Join us at Magento Imagine Commerce 2015 as we host a great session on ways you can build your own commerce castle in the sky with retention marketing. The session “Build Your eCommerce Castle with 9 Pillars of Retention” is on Tuesday, April 21st at 11:00am in the Business Success I. Our own Brad McGinity, Co-Founder and VP of Sales, will lead a presentation with Bethany Ruopp, Senior Marketing Manager, CaféPress Services, and Mike Shepherd, eCommerce & Social Media Coordinator, Griffin Technology, on how they use retention marketing to increase engagement and sales.

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Related: Events

Meet the Relationship Manager Team

Posted by Aviva Imbrey on Apr 2, 2015 9:35:00 AM

Q & A with Jill and Zach - Relationship Managers

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What's Being Cultivated At Windsor Circle?

Posted by Jill Refvem on Apr 1, 2015 4:18:00 PM
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Related: Our Culture