Good morning, what does your customer experience strategy look like?

In times like these, perhaps your CX strategy is shifting. Or maybe, you’re taking the downtime to build out a richer customer experience approach to adapt to your organization’s recent learnings. Either way, retail marketing expert Mike Ferrell offers four customer experience marketing lessons from brands that are crushing the game. Get out your notebooks, CX marketers.  

  1. ULTA  | Excelling in: Loyalty programs

Successful loyalty programs prioritize personalization, audience segmentation, and messaging, like the Ultamate Rewards Program. Ulta’s loyalty members drive more than 95% of the company’s total revenue. The beauty retailer uses its loyalty program as a communication medium with customers, and the program is designed to reward shoppers for the value exchange TIP: Treat loyalty programs like a relationship channel first, and let the revenue acquisition follow.

  1. REI  | Excelling in: Social consciousness

REI’s Product Sustainability Standard holds the company accountable for supporting social stewardship and environmental consciousness. It prioritizes the use of recycled and other sustainable materials in its products, anchoring REI’s values and those of its customers. TIP: Sidestep the race to the bottom on factors like price and shipping. Instead, win customers through shared core values.

  1. American Girl  | Excelling in: Retailtainment

‘Retailtainment’ has taken off as brick-and-mortar retailers reinvent the in-store experience. At American Girl, young customers and their dolls can get makeovers, have birthday parties, customize doll outfits, and find clothing for themselves. Children can then share pictures of their experience on social media, making a strong marketing connection to the memories shoppers create in-store. TIP: Strengthen shoppers’ positive memories of your brand by reinforcing in-store experiences on other marketing channels.

  1. IKEA  | Excelling in: Augmented reality

Shoppers often want to touch, try on, and try out products before buying them. IKEA uses 3D and AR technology to let customers visualize products in a room in their home, all while leveraging the retailer’s vast inventory. Augmented reality done right can bring your product catalog to life and play a key role in the purchase journey. TIP: Overcome online shopping friction by attaching AR directly to buyers’ decision-making process.

Taylor Peterson,
Deputy Editor

 
 
 
Mindful Moment
 

We’ll be sharing daily mindfulness exercises to help us all take some time to decompress. If you have a suggestion, please email me at tpeterson@thirddoormedia.com

Today’s mindfulness exercise comes from Third Door Media’s Marketing Manager, Allison Walter. Its genius is in its simplicity. Simply watch the circle expand and contract while you Just Breathe.

 

The seven elements of a high-converting landing page

This guide from SharpSpring is written for any marketer looking to initiate or improve their landing page strategy. It will guide you through everything you need to know to allow you to create and optimize landing pages for your website. Download your copy to discover the seven elements of a high-converting landing page and get tips on testing and optimization.

Get it now! »

 
Social Shorts
 

Twitter amps up blue badge verification, Instagram experiments with Snapchat-style text messaging

Twitter reawakens profile verification during coronavirus. Twitter is putting a special focus on its blue checkmark badge system to help surface and signal more authoritative and verified voices on the topic of the coronavirus. Why we care: The verified badge was always intended to help connect people with authentic voices and official accounts, but like most status symbols on the internet, users have been quick to exploit it as a popularity symbol. With the badge now being leveraged for a worthier cause, it will hopefully bring more trustworthy content to the forefront while giving businesses an added layer of credibility when retweeting or quoting coronavirus-related information. Source: Social Media Today

Instagram tests disappearing messages, à la Snapchat. It’s one of the few features Instagram has yet to copy from Snapchat: messages that disappear. A Facebook spokesperson confirmed to TechCrunch that it’s prototyping an ephemeral text messaging feature that clears the chat thread whenever you leave it, though it’s not available to test for the public yet. Why we care: A disappearing text feature could make users more comfortable and willing to engage in quippy, short-lived chats, thereby increasing the reply notifications that keep people opening Instagram all day long. More eyeballs on the app = more potential for brands to be seen. Source: TechCrunch

 

"What should I look for in a call analytics solution?"

There’s nothing like curling up with a good book — or good Marketing Intelligence Report — when you’re stuck inside. MarTech Today’s Enterprise Call Analytics Platforms guide is an insightful and informative read that will help you understand the current landscape of call analytics platforms and what trends you should watch for.

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

OK, Fine, Let’s All Get Back on Facebook – Wall Street Journal

E-commerce sites boost ad spend as COVID-19 drives orders – Marketing Dive

More brands and content creators warm up to TikTok amid social distancing order – Glossy

DTC brands are tightening up how much they spend on digital advertising – Digiday

Advertising in the time of pandemic: Creative work addressing the crisis – Campaign Asia

A freelancer’s guide to the coronavirus downturn: jobs, resources and support networks – The Drum