Customer Retention: Why the one-size-fits-all approach is crazy

Customer Retention Strategies

Don’t take comfort knowing that most brands still adopt a one-size-fits-all approach to customer retention. We are all consumers. We witness, daily, the methods of retailers to entice us to shop again. Rarely are those enticements delivered to you, the individual. Instead, there’s a button clicked, somewhere, with the end … Read More

…and that is why our product exists

better than the rest

what goes before the 3 dots for your business? I don’t mean some bullshit about the big ‘why?’ that marketers have become infatuated talking about (thanks Sinek). I mean, from your customer’s view, why should I buy what you sell? What is the reason? The answer doesn’t come down to … Read More

The one about the £217 bar of chocolate (+ free shipping)

price framing premium products

What’s the price of a bar of chocolate? 50p, £1.00? Not a box… but a bar. And the price of a good bottle of wine? £10 from the local store? £25 at your favourite restaurant? Price expectations are already set before you introduce a product to your customer. For products … Read More

Great marketing should take place after the sale too…

post sale differentiation

The old value propositions of quick delivery, best prices and easy returns are now the standards. You can’t create competitive advantage based upon delivery when the likes of Amazon exist. Customer expectations have already been set. So, we need to think and behave more creatively, more personably. The one thing … Read More

You know what fuels a good customer acquisition strategy?

new customers or acquisition

I believe, as marketers, we spend too much time focused on new customer acquisition without a real understanding of the value of retaining our customers. To the extent it shackles business growth. The greater value a customer is to your ecommerce business, the greater the scope for setting your customer … Read More

How to sell more products using the lost art of ‘anticipation’

braking fashion

So we buy clothing based on price and price alone? That’s according to Julia Palmer in an analysis of the last quarter’s success of . We’re basing our buying decisions on price. Of course, price is an influencer. There are boundaries within which we shop. But, if all we have … Read More

In the great pop-up debate should we let logic dictate?


Ugly discussions take place regarding the use of ecommerce pop-ups. From the informed ‘I hate sites that use popups’ to the evangelical guarantees of 10x growth, opinion is divided. Here’s the problem. As a tactic, yes pop-ups are intrusive and can often disrupt purchasing processes when used incorrectly. Playing their … Read More

When discount codes work

you have a deal

Discount codes have become a default conversion optimisation tactic. Give people 10% off and there’s a greater likelihood they’ll purchase. Or so the methodology goes. 10% discount equates to £100k revenue given away for a £1m turnover business. That’s a lot of gifting. The problem, as I see it, is … Read More