Good morning, Marketers, and may we distract you for a moment? 

I’ve been hearing from businesses that they’re closing today to allow employees full opportunity to vote, but maybe we can entice you to look through this newsletter before figuring out the rest of your day.

Two household name brand pieces today, illustrating different ways of facing up to the challenges presented by changing consumer needs and the pandemic. We speak to Cuisinart about a big overhaul of its digital capabilities, leaning hard into lifestyle as well as commerce.

And we hear from Barnes & Noble about how they’ve armed themselves going forward for stores being open, partly open or closed — and how they’re using technology to keep their customers in the loop.

We’ll see you on the other side.

Kim Davis
Editorial Director, MarTech Today

 
 
 
E-Commerce
 

How Cuisinart cooked up a new e-commerce website

In a year dedicated to online shopping, brands raising their e-commerce game has been a trend, but for Cuisinart, a full-service culinary resource used by professionals and the private sector, their top priority in building a new e-commerce site was future-proofing the new site for continuous growth. “The new website is heavily data-driven, with over a dozen complex integrations,” said Cuisinart Director of Marketing Mary M. Rodgers. 

 

Using their long-time digital agency partner Whereoware, Cuisinart was able to reorganize in six months. To accomplish their goal of future-proofing the website for continuous growth, Cuisinart selected Episerver’s Digital Experience Platform’s commerce solution because of its flexibility and the ability to service Cuisinart’s expanding distribution channels.

With the Episerver platform in place, Cuisinart and Whereoware selected nearly a dozen vendors to complete the new e-commerce experience: Salesforce marketing cloud was used for the shopping cart; Acoustic for the marketing automation platform; Registrar for product registration; Numerator and Sellisfy for retail services; and Bazaarvoice for customer reviews. 

Read more here.

 

Marketing that our collective future depends on

Sponsored by Microsoft Advertising

Amidst all the change we’re experiencing in the world today, marketers may wonder what their role should be at the intersection of principles, profit and purpose. And can we as marketers contribute to our best collective future? The answer is yes, says MJ DePalma, Microsoft Advertising’s Head of Multicultural & Inclusive Marketing. Microsoft Advertising calls it Marketing with Purpose.

Marketing with Purpose is about building a brand that’s welcomed into people’s lives by earning their trust and upholding their values. It starts with respecting their right to privacy, being transparent and designing equitable experiences.

Read More>>

 

Webinar: Ready for Anything--How to Infuse Agility into Your Marketing Strategy

Change has come to define the past year, and it will probably define the next one, too. Some marketers are exhausted from pivoting from one surprising development to the next. But it doesn’t have to be this way. Operating with agility can help you succeed today, stay ready for anything, and even save both time and money. Join this webinar to learn more.

RSVP Today »

 
CX
 

How Barnes & Noble is coping with COVID

Barnes & Noble has long had an e-commerce website where books could be ordered for mail delivery as well as for pick-up in store. With the pandemic came a huge shift in customer behavior, said Josh Zelman, Senior Director, Customer Experience, away from brick and mortar to shopping online but retrieving in store. 

“At the onset of the pandemic, mail delivery was affected,” said Zelman. “There was an increase in overall dot com traffic and order volume, and that had a ripple effect on our delivery ability. We had complications from distribution centers as well, trying to navigate new social distancing measures while simultaneously starting to see volumes that were nearing typical holiday-like volume. That all became complicated to handle.”

On its introduction in 2018, BOPIS accounted for about 23% of orders, dropping to 20% in 2019. With the pandemic, Barnes & Noble saw BOPIS sales increase by almost 230% (compared with January and February this year), and is projecting a 109% growth YOY in November and December — and that’s without a COVID resurgence.

In emails, the brand’s main communications channel, the Dynamic Store Locator module powered by Movable Ink, which leverages geo-location data, now shows not only store location and opening hours, but showcases whether the store is currently open for business and whether BOPIS and curbside pick-up are offered.

Read more here.

 

Overcome your marketing challenges

Register today to access 80+ tactic-rich sessions, empowering keynotes, inspiring case studies, and useful demos from senior-level marketers… all free.

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CDP
 

ActionIQ launches InfiniteCompute

ActionIQ, the independent enterprise CDP, has taken InfiniteCompute, its proprietary, customer data infrastructure out of beta. This allows customers to have an unlimited number of users generating customer insights in one single platform.

Testing InfiniteCompute in beta, the New York Times reported increased speed in turning billions of customer touchpoints into thousands of audience segments. Forrester Research, in their Total Economic Impact study reported that ActionIQ customers see a 522% return on investment (ROI) in just three years. 

Why we care. ActionIQ is clearly seeking to demonstrate the superiority of an independent CDP offering over the natively built CDPs under development at Adobe, Oracle, Salesforce and SAP.

 
 
 
Quote of the Day
 

“A little goes a long way with metadata in your digital asset management workflows. One piece of data can provide you with a wealth of information. Knowing what to do with your metadata will help you create policies which will empower your digital content to perform to the best of their capabilities, making your expensive digital content a worthwhile investment.” Paul Murphy, Digital Image Expert, UEFA.