On 11th June, marketers from around the world joined us online for the very first Fresh Relevance Digital Summit. We might not have all been in the same room, but the audience participation was off the charts.
If you couldn’t make it for the live event, you can access all the presentations on-demand and catch up in your own time. In the meantime, here’s a recap of the insights and learnings that were presented throughout the day.
The impact of the pandemic on eCommerce marketing and how marketers need to respond
COVID-19 has turned our world upside down. It has caused eCommerce and marketing professionals to take a step back to re-evaluate their strategies and quickly pivot their plans to adapt to the new normal, both during lockdown and now that safety measures are slowly eased. But what does “the new normal” really mean?
Fresh Relevance’s CEO and Co-founder, Mike Austin kicked things off by sharing data insights into how the global pandemic has shaken up eCommerce and tips for creating a path forward in this new era.
Mike stressed the need to remain customer-centric and advised marketers to re-evaluate their marketing mix, segmentation and use of data, taking advantage of consumers’ changed purchasing patterns.
Learn more: 3 areas to focus your eCommerce marketing on in a post-pandemic world
A personalization framework to improve customer experience
Eddy Swindell, CRO and Co-founder, shared an actionable personalization framework that combines the stages of the customer journey with personification tactics. Eddy walked the audience through an example, demonstrating how the model can be used to craft a personalized customer experience for new customers at the consideration stage of the journey, and how that experience would differ for loyal customers at the same stage.
Eddy shared a finding from a recent study, stating that by 2020 customer experience will overtake price and product as the key brand differentiator. Time to get cracking on that personalization framework!
Best-in-class digital marketing campaigns from leading brands
Huriyyah Dhanse, Head of Account Management, shared her tips for taking your marketing to the next level, using real client examples and backing them up with statistics. For example, did you know that if done correctly, product recommendations can give an 11.2% sales uplift? Or that by implementing an effective personalized homepage you can expect to see a sales uplift of around 10%?
Huriyyah talked the audience through best in class examples across triggered emails, email and web personalization, social proof, and data capture. We saw a top performing cart abandonment email from Markwins Beauty Brands, a triggered email example from Zee and Co, Maplin’s use of product recommendations on their cart pages, and much more.
You can read more customer success stories here.
Exclusive updates and platform hacks
It's been an exciting year of product developments for Fresh Relevance, and Product Manager Lucy Russell talked the audience through the journey. Lucy highlighted Fresh Relevance's Geotargeting Module, Folder Structure and Permissions, Top Navigation Bar, and Price Affinity Predictor. Lucy also announced our newly launched partnership and integration with Vue Storefront, the market-proven Progressive Web App for eCommerce. Other exciting developments on the horizon were discussed too - watch this space!
Fresh Relevance’s Senior Customer Success Consultant Simon Nooranvary then treated the audience to tips and tricks for succeeding with the geotargeting function and audience analysis dashboard, with examples of how these two features can be utilized for maximum results.
The presenters beamed through our screens one last time for the Q&A session, giving the audience the chance to share ideas and ask questions.
The Digital Summit ended on a high as the owner of ticket number 279 was crowned champion of the raffle, snagging a £100 Virgin Experience gift voucher to spend on a stay at home experience.
Thanks to our fantastic audience for keeping the energy levels high and the conversation flowing. We’re glad to see you had as much fun as we did.
Missed out on attending the live event or want to soak up the day’s learnings again? View the presentations on-demand.