Measuring channel performance can be tricky. In the digital age, there are multiple touchpoints involved in making a sale, and these are interconnected in complicated ways. Social channels such as TikTok, Facebook, Instagram, and Pinterest are mixed with channels such...
As multi-channel retailers face a second unpredictable Autumn/Winter season, with uncertainty around when (and if) shopping habits might return to “normal”, it can be hard to know how best to plan. The latest IMRG figures show that retail has grown year-on-year by a...
In our latest Retail Leaders Forum, we asked multi-channel retailers to share their customer acquisition highlights from what has been a turbulent 12 months to say the least. Here’s what they had to say. Direct mail is a direct success Direct mail is traditionally...
As any multi-channel retailer will know, customer acquisition is not about recruiting any customer at any cost. Long-term profitability comes from recruits that have the potential to become loyal high-value customers. At a recent Retail Leaders Forum, several...
For most multi-channel retailers, the pandemic has given them a chance to build on their online conversations and engage with a cohort of new customers as well as increase purchase frequency from existing customers. But as physical stores begin to reopen in 2021,...
The secret to success for multi-channel retailers is keeping the customers they recruit. As the stats show, brands are much more likely to sell to existing customers (60-70%) than a new customer (>20%). Added to that, increasing retention by just 5% can boost...
As we begin to move on from the events of 2020, there is one topic that is once again taking centre stage: sustainability. In fact if anything, McKinsey argues that “engagement in sustainability has deepened during the crisis”. Although this is especially apparent...
Through our discussions with multi-channel retailers, we keep hearing the same buzzword for 2022 – customer loyalty. This could mean anything from a traditional monetary reward scheme to a loyalty programme geared towards engagement and brand awareness. Let’s take a...
In our last post, we talked about the implications of major players such as Apple, Mozilla, Microsoft, Amazon and Google switching off third-party cookies. With the help of data protection and marketing expert, Julia Porter from Data Protection Network, let’s now...
Google’s decision to switch off third-party cookies by the end of 2021 has naturally left many multi-channel retailers questioning how they will continue to reach their target audience. In our latest retail leaders discussion, we welcomed data protection and marketing...
If retail figures from 2020 have shown us anything, it’s that older customers took to ecommerce in their droves during lockdown. In fact, almost half of over-65s (49%) have increased their purchase frequency. The 65+ age bracket is just as likely (43%) as the average...
As part of our recent end-of-year round-up on multi-channel marketing, we were fortunate to speak with 35 leading multi-channel retail brands, as well as three marketing experts, to discuss their predictions for 2021. Here’s what they have to say. With changing...
Most recently Chief Marketing Officer at global fashion brand Long Tall Sally, she built her reputation as Managing Director of data solutions at Epsilon Abacus. She was a co-founder of the Abacus Alliance that pioneered transaction data-sharing in the UK and a Group Account Director at Claritas (now Acxiom). Lara is a GDPR advocate and was a board member at the Data Protection Network.
Outside work, Lara is a book lover, enjoys adventures abroad, musicals, cycling and walking.