Hello, let’s talk about experiences.

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.

Jennifer Cannon, 
Senior 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 gmarvin@thirddoormedia.com

“Go for a walk, don’t take your phone. Count your steps and as you do so, focus on how your feet hit the ground one at a time,” suggests Marc Sirkin, Third Door Media’s SVP of marketing and experience. 

If you’re unable to go outside, you can still practice this. Take a “stroll” around your home or apartment. You might even see your surroundings anew.

 

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MarTech Minute
 

Transformation waits for nothing

TAKEOVER. Cognizant this week said it plans to buy Lev, an Indianapolis-based consultant that is focused on Salesforce Marketing Cloud training. Why we care. The intricacies of major stack pillars like Salesforce can make or break your department. Consultants aren’t new, but takeovers like this by major firms just reiterate the demand. Source: Cognizant

STEP BY STEP. Awards platform vendor Openwater has published a video that walks those of us who are scrambling to pull together quick virtual replacements for live events. The guide is based heavily on using Zoom as a meeting platform, but it is fairly comprehensive and walks folks through organizing and executing a virtual event. Why we care. We recently looked at the explosion in demand for virtual events platforms, but the model highlighted here shows how you can quickly get one done if you don’t have time to evaluate a more robust platform. Source: Openwater

WHO CAN THINK OF MARTECH AT A TIME LIKE THIS? Can you imagine trying to completely transform your stack in the midst of a global crisis. Well, that’s what CDP company Exponea has done, and maybe they are onto something. “To transform our martech stack in preparation for the new demands of a post-pandemic world, gives us the ‘red thread’ to come together across 3 continents and more than 40 ‘offices,’” wrote CMO Amanda Elam in a post on LinkedIn about her company’s switch to Hubspot. Why we care. It’s hard not to care when you read Elam’s battle cry at the top of the post. “If we have learned anything from the speed at which our lives have changed, it is that we cannot allow our ability to respond to be limited by our ability to execute due to outdated technology,” she said. Hear … hear. Source: Amanda Elam via LinkedIn

 

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What we're reading
 

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

See famous logos get reimagined for the coronavirus age – Fast Company

Facebook Knew Audience Metric Was Bogus for Years, Amended Lawsuit Claims – The Motley Fool 

Create a Holistic Paid Strategy With Paid Social & Search – Seer Interactive

Former founders of SocialRank have launched a job board for COVID-19 layoffs – TechCrunch

Salesforce Shapes Up as a Buy Amid Selloff – The Street

Marketers fear remote working will ‘compromise’ their brands during coronavirus crisis – Marketing Week

Maryland approves ‘digital advertising tax’ and New York could be next – AdAge

Movie Industry, Newspapers Join Request To Postpone California Privacy Enforcement – MediaPost