Newsletter #1: Georgia Price: Director of Digital and CRM, Pressed

Welcome to Spectrm’s new newsletter, One to One Consumer Marketing.?

Every week, we interview a senior CRM or retention marketer at an enterprise consumer brand then write up a summary of the top actionable lessons you can learn from them.?

In our first edition, we dive into our interview with Georgia Price, Director, Digital and CRM at Pressed. Here are the top takeaways from the interview.?

#1: Stay Open to New Communication Channels for Adaptive and Customer-Centric Engagement

“I do think there is a lot of opportunity in different channels. The old school YOLO marketer email is not dead. I'm that person. It's fine. I very much believe in it.?But I understand not everyone wants to hear from you in that space. So we've opened up, we've seen the emergence of text messaging, we've seen the emergence of other channels to reach out, facebook, messaging, WhatsApp, things like that."?

“I think there's going to be a lot of value in allowing a customer to say, this is where I want to hear from. I think the default has become and I remember launching my first preference center 10 years ago or whatever, where we built in the ability to select frequency. We were like, I can't believe that we're letting people say how often that they want us to talk to them. And adding that channel piece is going to unlock even more of that personalization and one to one conversation that we're trying to get."?

“Because right, I'm realistic, not everyone wants to get an email. It's fine for me. I'm fine giving my email out. I would rather giving my phone number out is more personal to me. But that's not the case for someone else.?

“So let's let them choose. And for Pressed specifically, we are collecting phone numbers as part of our onboarding experience for our membership program, but we're not leveraging it very much on the marketing side.?

“I'm excited to open that up a little bit more and understand those types of customers."

Actionable Takeaway:

• Be open-minded to emerging communication channels, such as social media messaging, or WhatsApp.?
• Allow customers to choose their preferred channel and frequency of communication, contributing to a more personalized and effective marketing approach.?
• Not everyone prefers the same communication channel, so diversifying can lead to better customer engagement and understanding.

#2: Leverage Loyalty Programs to Capture and Utilize First-Party Data for Personalized Engagement

“We do have a loyalty program. Part of that loyalty program is a QR code that you use to check out. And so we're able to track that in store purchase that way.?And then I'm pulling that data into our CRM and pull that in store visit as a unique customized event, as well as the event parameters around what that store is.?Then we're using Geolocation as well from our app data to pull in as custom attributes on the profile what stores a customer is near so that we can target them correctly or with a limited time promo.”?

Actionable Takeaway:

• Leverage your loyalty program to gather first-party data such as in-store purchases and geolocation.?
• By integrating this data into your CRM, you can create hyper locale experiences, tailor marketing campaigns and launch targeted promotions

#3: Champion CRM's Cross-Functional Reach with Data-Driven Arguments

“Retention marketing and email is not really seen as like a fun, sexy thing to do. It's often, at least in my experience, sometimes like pulling teeth to get the resources to do a new ESP integration or get new events.?

“It's important to just stand up and believe in your channels and make the case we have the data, we know it works, we know these channels are worth our time and worth our investment both financially and otherwise.?

“And I wish as like a little baby retention marketer that I had a louder voice and was like, actually no, this is really good. This is really important and don't let anybody tell you that it's not important or it's not worth our time.”

Actionable Takeaway:

• Assertively stand up for the importance of your role and your channel.?
• Understand and articulate the cross-functional nature of CRM, emphasizing its influence on various parts of the customer journey, from prospecting to conversion and retention.?
• This empowers you to strongly make your case and command the resources you need.

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