Following its push to get consumers back in store over the Christmas period, John Lewis found that the Christmas Emporiums boosted customer satisfaction by 10% – and that a high proportion of those who were aware of the emporiums visited them. However, Pointon acknowledged that “awareness was a challenge” – something that could lead John Lewis to double down on driving awareness of its Emporiums and Christmas displays in 2022.
1. “Be very clear on your customer vision…”
Pointon also offered some advice to retailers looking to bring digital and physical retail together to create new shopping experiences. First, she said, “Be very clear on your customer vision and who your customer is. What do they need? What do they want and expect?”
2. “Be clear about your brand”
Pointon advised retailers – “be clear about your brand” and how that will translate into the experience. John Lewis wanted to be “the home for Christmas”, and so all of its retail experiences were built around that core idea.
3. “Be ruthless on what you measure”
Her third piece of advice to retailers was to “be ruthless on what you measure”. “Technology people love to build stuff,” she remarked – but it’s crucial to not only build things, but also to evaluate what works, what doesn’t work, and how you can scale. She cautioned retailers not to get too hung up on testing different ideas without ever scaling them and putting them into practice more fully. While she acknowledged that “you’ve got to have that experimentation”, she also encouraged retailers to think about “how quickly can you scale, and across which categories?”
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
Finally, Pointon noted that “People don’t care about legacy systems – they just expect things to work and connect when they go in-store.” This echoed her earlier points about the importance of “ease” and customers’ expectation for brands to “be connected”: whatever technology retailers introduce, and whatever experiences they create, need to just work without friction or compromises. Pointon added that John Lewis has been “lucky enough” to work with some great technology partners in creating its retail experiences, who also gave advice on what to experiment with.
For John Lewis, said Pointon, Christmas is “not just about the ad”, as important as it might be. “We want to be there for customers while they’re interacting with the brand.”FAQs disguised as chatbots a ‘hollow interpretation of personalised service’: Ve Global’s Nick Roberts
Roberts tells us about his role at conversion marketing tech company Ve Global and discusses current challenges for ecommerce brands, including how overpromising with chatbots leads to a confusion amongst customers.
Nick Roberts is Marketing Director at Ve Global, which creates conversion marketing tech for mid-market brands in ecommerce, including a digital assistant for guided selling and advertising, as well as automated behavioural email.
I spoke with Roberts to find out more about his role, plus his thoughts on the future of the retail industry, what makes a good chatbot, and what it takes for brands to compete.