Where you able to join us for our recent webinar where Amy Larson (Donald J Pliner) and Nathalie Tremblay (DAVIDsTEA) shared their marketing strategies?
<- if not, check it out here!
Formed around results from our 3rd Annual Retail Marketing Survey, Nathalie and Amy shared their priorities and marketing strategies. In 2016, they are looking to leverage customer data, become more omni-channel, personalized, and sophisticated.
In the webinar, they reflected on their business strategies & best campaigns from 2015 and gave us a peek into what they have planned for 2016 to grow.
Today we hyper focus on the insights Nathalie shared - why? Because I LOVE tea and convinced my team to get me (I mean... the office) DAVIDsTEA's new, limited release ICED TEA PRESS that Nathalie mentions in the last part of the webinar.
As I sipped on some delicious iced tea, I had a thought.
The process of making this delicious iced tea aligns with DAVIDsTEA's winning marketing strategies.
As you listen to the webinar - let us brew you a digital cup of tea and we hope the insights steep in and inspire you to brew up some thought-leading marketing strategies of your own!
Here's a sneak peek into what Nathalie shares in the webinar:
Topic 1: Lessons from 2015 & Priorities for 2016
- 2015 was all about doing a health check on their foundation (since they are growing rapidly and just IPO’ed) so they can support scaling their growth – focused on best practices and technology infrastructure – looked at entire eCommerce ecosystem.
- In the 2nd half of 2015 they focused on BI & data which is where they partnered with AgilOne and added the CRM piece.
- 2016 is going to be scaling and increasing agility around everything SEM, digital marketing, display ads, re-targeting, social, etc.
- Email campaigns is 2nd primary source in eCommerce at DAVIDsTEA
Topic 2: Using Customer Data for Smart Campaigns
- Starting 2015, when they first got a hold of their customer profiles, put together a segmentation and targeting strategy – took the risk of not emailing the entire base with every launch product and promotion.
- In Q4, They did an exclusive sale to VIPs (they used predictive modeling) 4 days before their annual “Advent Calendar” launch to see if their sale potential model was accurate and drive loyalty. Results: 60% open rate & 30% conversion rate on the product and sold out on the first day, gave them the idea to sell more & build more.
- On the Monday after daylight savings – “Spring Forward” – sent out targeted email to customers that had purchased wellness teas & high propensity-to-buy with a special “hang-over” type offer. Results: 60% open rate & 200% more sales from an email than on a normal day.
- Facebook re-targeting and ad words using AgilOne as a CRM tool as well as propensity-to-buy and look-a-like-audiences to increase ROI on their customers.
Topic 3: Acquisition and Retention
- They have many different types of customers coming for: daily drinkers (who visit the local store to get their daily tea), loose leaves, and gifts – so they have to approach acquisition & retention with that in mind. When customers come in, they do try up-sell, cross-sell and help customers move between those inner personas. If they do not move though, they want to understand & continue to promote loyalty to those existing relationships – taking it campaign by campaign.
- With AgilOne, they learned that if a new customer doesn’t buy within the next 30 days, they are less likely to come back. So DAVIDsTEA wants to understand how to best engage that customer & drive that 2nd sale within that time frame to develop a loyal customer.
- With CAN-SPAM and respecting customer’s inboxes, they engage customers with other methods like Facebook re-targeting or in-store.
- For them, the most valuable models are propensity-to-buy and cross-channel engagement in order to learn what the best channels the customer wants to be contacted or purchase.
Topic 4: Greatest Challenges & Looking at 2016 (Ft. Mobile)
- DAVIDsTEA has grown fast! With 193 stores, they focus on stabilizing their foundation and marketing strategies
- They are focused on making emails driving store visits relevant & meaningful to the customers.
- Mobile – last year they invested in a mobile responsive site and have seen tremendous improvements in conversion rate over 50% on certain marketing and devices. The goal is to leverage mobile as that channel to bridge the gap between store & online experiences.
Have any questions or looking to add these best practices in your business? Click here to connect with one of our business consultants and get a quick demo tailored to you.