September 27, 2015

A Frictionless/Seamless Shopping Experience

Vendors want it this way - no, they don't want all the competition - like you, they'd prefer that you are the only place where a customer shops. But they love the complexity - complexity confuses marketers, and when marketers are confused, they hire vendors.

I was in a meeting - one of the marketing leaders said that his job was to create a "seamless shopping experience" - he then lectured the attendees about how to integrate a veritable plethora of channels in a logical, perfect alignment that surprised and delighted customers.

There's only one seamless shopping experience - manifested two ways.
  1. Customer knows your brand, visits your website or mobile experience, and buys something in that visit.
  2. Customer knows your brand, drives to a store, and buys something during that trip.
That's it.

Everything else becomes a multi-step nightmare that you don't control. 

Twenty years ago, marketers had a lot of control.

Today, not so much.

We'll chat more about excellent marketers and what they control as the week progresses.

Email Marketing and Discounts

It comes up over and over again. The email marketing team wants to maximize open rates (not profit, mind you, open rates). How does one...