You know what fuels a good customer acquisition strategy?

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’

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 Boohoo.com . 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

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

In a market of sameness, market differently

Andrew didn’t share the vision. He was inundated (as we all are…) with the stories of wily marketing from the Apples, Teslas and Red Bulls of this world. They were in a different stratosphere. Budget. Time. Energy. People. His business made products that nobody would conceive to be ‘cool’. Why … Read More

The perils of reactive discounting

There is a discounting epidemic. On the high street. Online. The needless handover of sales profits. The 10% discount code presented to website visitors before they even begin to shop. The half price summer sale. The clearance where everything ‘must go’. Profits are being haemorrhaged. And once you head in … Read More

Differentiation takes courage. A lot of courage.

Doing things differently. Shunning the best practices taught on stage by marketing ‘gurus’ and written about in marketing blogs and books. Deciding to shift from the marketing patterns you see brands, new and old, pursuing each and every day. It takes courage. Naturally, we all wish we knew the refined … Read More