With Tiffany Berry, Client Success Director at Cheetah Digital.
In this podcast, the absolutely fabulous Tiffany Berry talks to Julian and Kayla about the impact COVID-19 has had on high-end retailers’ online marketing efforts. We review the changes they’ve had to make today that may well lead to better practices and more rounded digital strategies being adopted long term.
There’s also some incredible backing music, so please feel free to window shop.
00:45 to 07:20
Tiffany starts off by taking us through how high-end retailers are having to change their approach towards digital marketing due to COVID-19, changes that will likely have a lasting impact. One of the biggest changes is the move from focusing on driving people to their physical stores to trying to replicate the white gloves experience online.
- How do high-end retailers stay relevant and offer up value to their audience?
- How can high-end retailers drive revenue in these difficult times?
07:54 to 10:58
How do these types of brands nurture future purchases for when things return to some semblance of normality? It is key that those in high-end retail learn more about their audience by striving for a more rounded customer record, through two-way experiences. Allow people to tell them more about themselves.
11:50 to 16:56
Tiffany discusses attribution models, the importance of tying back offline actions to online activities. Brands should be watching their metrics during this time, where people almost exclusively online.
This forced shift in their content strategies, towards helping customers and adding value, beyond just pushing sales, will hopefully continue. Move away from discounts and coupons towards personalized experiences.
Are customer buying habits going to change now that they are more used to buying online? Regardless all brands need to be ready as soon as individuals are able to return to stores.
17:39 to close
We touch upon the importance of loyalty programs. Evolving two-way relationships with customers are key now and will only be more important in the future.
To conclude, what strategic lessons may be lasting from this period? Brands are trying different levers that they may not have otherwise pulled.
- Moving away from batch and blast, more mission behind the message, one that is smarter and more creative. Hopefully this will be rewarded with good results in return.
- Maybe less really is more! Email is changing, retailers are reducing the cadence but starting to see better engagement rates and deliverability.
- Two lessons: 1) Quality over quantity 2) Use these lessons to enhance your long term strategy and the overall customer lifecycle.