You don't know me, Nordstrom Rack
Rob Sharkey
Breaker of Hiring Barriers, Commander of Culture, the Unburdened (of subjectivity)
I shop almost exclusively at Nordstrom Rack. I am pleased to constantly be 1-Year plus 1-Season behind the fashionisto's (I just coined that phrase) that I see in GQ. I have a Nordstrom Card, an Online Account, share all of my private information with them and ultimately subscribe to their emails. But Nordstrom Rack doesn't know me... or maybe they are just pretending.
Nordstrom Rack does know me. They know what I've bought, when I've bought it and where I've bought it. Additionally, they are aware of my size, my color preferences, my brand favorites and my shopping frequency. Further down the funnel they know my average cart size, my average item cost and the discounts I typically like to shop.
But I get this in my personal email:
Those that know me likely understand that I prefer a pastel racerback if I'm shopping tops...
Seriously though - You've had a bad hunch.
It's the result of failing to utilize every buying queue I've given you. To be even more clear - I CONSTANTLY want to buy from you Nordstrom Rack and you aren't making it easy on yourself. (The Original Penguin, Ben Sherman, MAVI - in case you're reading). But you already knew that.
Segmentation is a simple concept to understand but not always so easy to execute without building dynamic content from a user perspective. It would be easy to add a really simple rule to this offer that would sound like "If >> Gender: Male; Then >> Send Mens Preferences." Throw in a dash of purchase history, optimize your send time and you've got a recipe for unlimited revenue.
You used this to try and hook me:
And I would love to use it (and I will) But I didn't click through and convert because products didn't speak to me. But by the way.... This isn't my first online purchase and out the window went some margin that I, being in the marketing automation space, would like you to keep.
As a customer, however, I was going to be shopping again this week so I'm happy to save. This is overwhelmingly not isolated to one retailer, I see it all the time in my emails from a plethora of brands.
These offers can be more mindful and presented as personally selected for me with some simple changes - shout out to Meryl Streep above - 'this.. stuff' is powerful and the tools to have personal conversations with each individual shopper exist. Use them, use your data and convert with a more meaningful experience.
The views expressed in this post are my own and in no way express the opinions of my company or associates... But I do REALLY LOVE NORDSTROM RACK <3
Credit for Hero Image to:
Frankel, D. (Director). (2006). The Devil wears Prada [Video file]. United States: 20th Century Fox. Retrieved from https://www.vanityfair.com/hollywood/2016/06/the-devil-wears-prada-meryl-streep
Director @ Object Edge Inc. | Enterprise Strategies, CRM
7 年Robert, you nailed it. Most shoppers are passionate about certain brands and retailers. While the companies celebrate their email bumps many miss the point of not only lost revenue but a chance to show they care about you, the customer as much as the customer cares about them. It's like talking to someone who is not listening.