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Athleta Builds on Pandemic Growth: Will It Translate Into Better CLTV?

In this article: Gap’s goal for its brand is to hit $2 billion in sales by 2023. It already hit one billion, thanks to the lift of sales during the pandemic. Now it is expanding its partnership with REI. Gap’s growth goal includes Athleta sales doubling to $2 billion by 2023. To that end, it is seeking to expand its direct points of contact...

Now it’s Target’s Turn to Market Christmas in September

In this article: Target’s email marketing is beginning to look a lot like Christmas (It’s September, yeah?) But they are not doing it for no reason Last year, retailers urged customers to begin their holiday shopping earlier than normal to make it possible to spread things out in the name of pandemic safety and allowing for delivery times. As...

Old Trick Done Well: Pokémon Special Edition OREOs

In this article: Pokémon teamed up with OREOs to release Pokémon-themed versions of their classic sandwich cookies. The 16 distinctive Pokémon designs are being pushed as collectible, motivating customers to buy multiple packages to be sure they… you know, catch them all. For Pokémon’s 25th anniversary, it collaborated with OREO to Issue a limited-edition...

Marketing Lessons from Non-Marketing TED Talks: Why We Serve Our Customers

What you’ll read: We applied Simon Sinek’s TED Talk to marketing and found that by showing humanity, perfecting quality service, caring for employees and more, marketers can win customers over. If you’ve been following our series on marketing lessons from non-marketing TED Talks, you know we’re pretty big on leadership expert Simon Sinek. Back...

Meet Ruth: Nestlé’s AI-Powered Cookie Coach Built for Engagement

In this article: Nestlé USA wanted to improve the experience of customers who called in for help on baking. Creating an AI-powered persona proved the solution to assure consistency for customer satisfaction, personalization,  and deeper levels of consumer engagement. Why develop a persona driven by AI to engage with customers looking for baking...

3 Tips for Marketing Sensitive Topics

It’s not easy to build ad campaigns for an industry nobody likes talking about. Unfortunately, many essential businesses deal with sensitive topics by nature — such as cancer centers, funeral homes, or STD clinics. These brands need unique marketing strategies, but if your promotion is too flashy or mishandles the messaging, you’ll offend an audience...

A Letter to Sara Tervo of EXPRESS: An Update on the Brand’s Basic CRM Tactics

Hi there, Sara Tervo, EVP, Chief Marketing Officer at EXPRESS. Last week we reached the 56th episode of our ongoing “7 Commandments of Basic CRM”, where Waldo’s score of 67% was only enough for 42nd place. Still, it was 7 percentage points and 7 places above the score EXPRESS received when we analyzed it back in December 2020. The lowest scores your...

3 Underrated Marketing Channels to Crush Your CRM Goals

Brands who treat their customers well bring in 5.7 times the revenue than those that don’t. Building a quality relationship with your customers is a complex task, but knowing what channels to use (and how to use them) is a good place to start.  If you’d like to strengthen your relationship with your customers, then you’ve come to the right place. This...

Retention Isn’t About Jogging In Place. It’s About Growth

In the semi-final of the 2011 U.S. Open, Roger Federer had Novak Djokovic on the ropes. With two match points, Federer looked to seal the deal with a wicked serve: The neon ball looked unreturnable as it shot off Fed’s racket. Then, in a moment that can only be described as miraculous, Djokovic slapped the ball right back for a win.. The crowd erupted...

How to Avoid a Personalized “Marketing Fail”

What’s in this article: Always show caution when addressing personalized marketing topics Some examples to learn from Creating personalized marketing content for your customers can be a double-edged sword. According to one study, 90% of customers find personalized creative either appealing or somewhat appealing, an overwhelming benefit that brands...

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