James Snelson

Ever wondered how we helped Sephora increase their repeat purchase within their loyalty programme? 👀 Here is one of the secret sauce that had a huge impact on repeat purchase. The Sephora UK loyalty programme had 1 special feature offering 10% off any of your favorite brand for 6 months - "unlimited" you could purchase any product from that brand with the discount. Let's take Huda Beauty as a example - if we were a Huda Beauty Fan, we'd have the ability to use the discount on every product range in her collection - a girls dream yes. Palettes, blushes, foundation, lipsticks. Now to increase cross category purchase we introduced a second "Brands you love discount" - to allow customers to get discount off another category like "Haircare - now you've covered two of your must have beauty categories and receiving discounts off them both! Repeat purchase rates increased by 250% with the introduction of an additional brands you love.

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Fashion rental platform HURR has teamed up with Deliveroo to cut delivery times down to 20 minutes for central London customers. “You can select and rent your dresses from Hurr to your door faster than ever before, in as little as 20 minutes," said Hurr founder Victoria Prew. “Customer experience is at the heart of Hurr and this unique partnership will deliver your last minute or planned party wear looks to your door faster than fast fashion itself.” Find out more about the partnership by clicking the link below. #fashion #fashionnews #retailnews

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Easily one of my favourite brands ever, Dermalogica powered by Shopify! 🚀 Migration to Shopify, Dermalogica saw results fast: ⭐ 119% uplift in sales ⭐ 45% uplift in conversion rate ⭐ 12% uplift in AOV Read more about the timeline and impact of the migration ⤵ https://lnkd.in/dJAGQYci

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Japanese-branded British Retailer SUPERDRY Faces Bankruptcy as Business Prospects 'Dry Up' 📉🇯🇵🇬🇧 Considered a 'status symbol high-street fashion' brand. Superdry's journey seems to have reached a dead end Superdry's modest origins can be traced back to 2003 when Julian Dunkerton and James Holder founded the company to bridge a significant gap in the UK men's fashion market. It all started with an inspirational trip to Tokyo At its peak in 2018, Superdry clocked £1.604 billion in revenue, owned 248 retail stores, franchised over 500 branded stores, had a presence in more than 100 countries, and partnered with the likes of David Beckham, Neymar, and Idris Elba Today, Superdry's shares are down 98% and reduced to a penny stock. Revenues have steadily dwindled to £622.5 million, with a loss of £21.7 million(it was profitable the previous year), and layoffs and store closures for cost-cutting have become a common theme. It's also planning to delist from the London Stock Exchange What led to this woeful situation for a brand once emblematic of high-street fashion? ⌲ Co-founder Julian Dunkerton left Superdry in 2018 due to disagreements with CEO Euan Sutherland's strategy, believing the company had become misguided. Once out, Dunkerton staged the ultimate coup by building an 18% stake, becoming the largest shareholder. He won a board vote for his return, prompting the entire board's resignation and paving the way for restructuring ⌲ Global warming(no kidding): Primarily known for its outerwear and cold-weather clothing, they suffered from unseasonably warm weather in key markets, which negatively impacted sales of these high-margin items ⌲ Erosion of brand equity: Superdry's brand identity has been diluted over time due to various factors such as over-expansion, discounting, and a lack of focus on its core products. A 2019 survey saw Superdry's brand impression score fall from 18.5 to 11.3 ⌲ Stayed offline: Failed at capitalizing on the e-commerce boom, particularly during the pandemic when it surged. In 2021, Superdry's online sales grew by 33.1% but still only accounted for 29.6% of total revenue Do you think SUPERDRY can make a comeback? Comment below! . . . . Please note that the aforementioned factors are not exhaustive, and various other elements played a role in the situation

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What an incredible opportunity to be invited to chat and learn from Boots UK Omni-Media Director, Ollie Shayer as part of Meta Performance Talks 🤯 I sat down with Ollie to hear how Boots UK are utilising AI in their marketing in the run up to peak shopping season, including: 📱 How they are creating and delivering content that works in the right way on each platform. ⏰ Thinking of AI as an enabler rather than a role replacer, and how it can amplify creativity and save time. 🎨 The role of creativity in a world of algorithms and AI. ⚡️ The trend Ollie thinks will have the biggest impact on marketing in the years ahead. Watch the full interview here 📺

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Extremely proud to announce SECRET SALES won Best Retail and eCommerce Campaign last night at the #performancemarketingawards with Jack Felstead. ALOT of work has gone into creating one of the best PPC accounts in the market these last few years with incredible work from our extremely agile, talented team (with some new innovation this year being lead by Matt Nuttall - another key reason for the success these past few years). Want to know how? Without giving too much away, in short we have managed to combat CPCs & arbitrage across PMAX, created systematic stock/product set management within the account and quick test/learn frameworks that unlocked us optimise to SKU level profit. A quick thanks to Shoptimised and ProfitMetrics.io on the roles they have played and the indirect impact on brand mix anchors via Steven Lammertink's business Cirqle. There's a lot of 'academic best practice' on LinkedIn at the moment and being able to cut through the S*** and create detailed plans that have an actual commercial impact (vs look nice on a slide) has been key to us. A huge moment not just for the business leading in how to approach digital marketing but one personally for me that I've always wanted to win. A huge thank you to the wider team here to making it a reality. Since I couldn't make it in person - I had AI image replicate what could of been (got a bit carried away on the image myself and this system really does not know what a chihuahua or sausage dog is so only dusti the cavapoo made the cut)! European search awards next!!

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Great tips from Sophie as to why Retailers should lean in to 'Fake Friday'!

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Pre-Loved Trainers on eBay: A Growing eCommerce Opportunity Did you know that a pair of trainers is sold every 5 seconds on eBay? With the rise of pre-loved trainers, there are big opportunities for those looking to resell on the platform. eBay UK's head of sneakers, Wahaaj Shabbir, shares insights on the growing market. With the right strategy, you can tap into this lucrative space and make a profit. Want to learn more about reselling pre-loved trainers on eBay? Get in touch with us to discuss how we can help you grow your eCommerce business. Website: www.purplecowservices.com eMail ID: [email protected] Mobile: +1 (914) 977 5459 #MUB #PCIS #PurpleCowServices #PurpleCow #eCommerce #Reselling #Trainers #eBay #Sneakers #MarketOpportunity #DigitalMarketing #OnlineBusiness #ResellingTips #eBaySellers #Sneakerheads #eCommerceGrowth #DigitalMarketingServices

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Fascinating interview with Gymshark's Chief Brand Officer and a couple of key observations: 1) Keep your brand building blocks SIMPLE - Gymshark focus purely on the "We Own The Gym" space. Too many brands today try to become "everything" but in the end land up being "Masters Of None" when trying to articulate their brand story! 2) Sometimes, as an employee it pays big not to have any association with the sector or industry you're in but create it by being a CUSTOMER first and foremost! 3) Regarding Social Media strategy you don't always need to create a viral post - tap into the conversations and just follow and add to the richness to achieve success! By doing No.1 above simply it will help accelerate your Social Media growth and following (Point 3). #brand #socialmedia #marketing

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"We really need to take the pressure off our campaign sends." This is what a childrenswear client told me last week when we were discussing optimising their automated emails (flows) in Klaviyo. And having worked in house at retailers for 15 years, I get it. Email is often the first channel that businesses look to when sales are slow. Afterall, it's a low cost and high return channel. But sending a campaign takes a lot of work. You have to: 1. Come up with a campaign idea 2. Select products (with input from buying/merchandising) 3. Write copy (subject line, preview text and for the body of the email itself) 4. Select and edit imagery (with input from brand) 5. Build and test the email 6. Get approval from multiple stakeholders 7. Create the segment of recipients 8. Schedule the email 9. Report on the results of the email This is without including any a/b split testing or dynamic content. Now, if you’re doing multiple campaign sends a week, you’re spending a significant amount of time on email. And it’s worth it, because they always drive sales, but you have other channels you need to pay attention to as well. And this is where automation comes in. Setting up flows can save you lots of time AND drive you the majority of your email revenue. These emails tend to have higher open, click, and conversion rates than your campaign sends, because they’re inherently more relevant and targeted. And more importantly, they take the pressure of your campaign sends. If you don't have the resource of expertise to audit and optimise your flows in house, I can help. I've got just 2 slots available before I take my August break. You can book a free discovery call with me via the link in the comments below. #emailmarketing #klaviyo

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I shared some thoughts (and learnings!) about my time spent in influencer marketing! Thanks Taryn Williams for the feature on #gifted. Couple of key takeaways; > Influencers are primarily a brand channel. Let's not use this as a direct response channel, or else we will all fail > Let the talent take the lead on creative - they know their audience better than you > Execute a tiered approach, and integrate this content across multiple touch points so that there is creative consistency and frequency of credibility > Get going! Perfect doesn't exist Knock yourself out here: https://lnkd.in/g2ZuB7vc #influencermarketing #brandmarketing #content #gifting #influencerstrategy #brandbuilding #integratedmarketing

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Why big brands target their customer’s noses? Starbucks & McDonald's do it. Even Samsung.   They don’t just sell through graphics and ads, They also sell from the smell using scents.   Scents can do multiple things: • Increase the time customers spend in-store • Create memorable experiences • Improve customer loyalty • Build trust & familiarity • Capture attention • Drive sales   Read the carousel to learn more 👇   ______   P.S: Did you know about these smell marketing attempts? Which one was new for you?   PPS: That’s my dog Dhillon who can sniff out a treat anywhere 😉   ➕ Follow Inder Brar for daily insights on effective branding.   ______   #branding #marketing #scentmarketing #brands

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𝐄𝐯𝐞𝐫 𝐟𝐞𝐞𝐥 𝐥𝐢𝐤𝐞 𝐲𝐨𝐮𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐚𝐧𝐝 𝐦𝐞𝐫𝐜𝐡𝐚𝐧𝐝𝐢𝐬𝐢𝐧𝐠 𝐭𝐞𝐚𝐦𝐬 𝐚𝐫𝐞 𝐬𝐩𝐞𝐚𝐤𝐢𝐧𝐠 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭 𝐥𝐚𝐧𝐠𝐮𝐚𝐠𝐞𝐬? 𝐈𝐭'𝐬 𝐚 𝐜𝐨𝐦𝐦𝐨𝐧 𝐩𝐫𝐨𝐛𝐥𝐞𝐦, 𝐞𝐬𝐩𝐞𝐜𝐢𝐚𝐥𝐥𝐲 𝐢𝐧 𝐭𝐨𝐝𝐚𝐲𝐬 𝐜𝐥𝐢𝐦𝐚𝐭𝐞.  Merchandising teams often place those big orders 12 months out, playing it safe with core colours (black, white, grey - you know the drill). Marketing teams however work on shorter timelines (12-18 weeks or less), with fresher trend data. They're all about what's eye-catching, and likely won’t have the budget to shoot 𝘦𝘷𝘦𝘳𝘺𝘵𝘩𝘪𝘯𝘨. The result? Merchandise backs volume on products marketing has no assets for, and marketing has amazing assets for products that barely exist! This disconnect can have serious consequences. • 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐝𝐫𝐢𝐯𝐞𝐬 𝐨𝐮𝐭-𝐨𝐟-𝐬𝐭𝐨𝐜𝐤𝐬 on the few items they did shoot, frustrating customers. • 𝐂𝐨𝐫𝐞 𝐜𝐨𝐥𝐨𝐮𝐫𝐬 𝐦𝐢𝐬𝐬 𝐭𝐡𝐞𝐢𝐫 𝐬𝐚𝐥𝐞𝐬 𝐭𝐚𝐫𝐠𝐞𝐭𝐬 because they lack marketing support, leading to overstocks and markdowns. 𝘖𝘶𝘤𝘩. Unfortunately it’s your online store that will suffer the most, bricks get the advantage of immersing the custom in the full range stacked high so you can watch it fly, your online customer though, they’ve seen 2 eDM, multiple tic tok reels a couple of meta adds and search results all for that eye catching Fluro green pant suit, they didn’t know black was an option. A simple solution? Get everyone talking super early. Align marketing and merchandising on volume-backed lines, so you can 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 𝘴𝘦𝘭𝘭  what you're promoting, and be adaptable. #marketingandmerchandising #retailproblems #inventorymanagement #ecommercechallenges #forecasting #crossfunctionalteams #overstocks #markdowns #fashionfail #teamworkmakesthedreamwork

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From ASOS.com to Zara, why are so many retailers jumping on TikTok Shop? In a move that underscores the growing power of social commerce, major retailers like Asos, Zara, and beauty brand P Louise are using TikTok Shop to drive sales and connect with younger audiences. Last week, P.Louise broke the UK record by generating a £1.5 million in just 12 hours on the platform! For brands like Asos, which launched its TikTok Shop earlier this year, the platform offers an exciting opportunity to engage with its core demographic—twentysomethings who are spending more time than ever on TikTok. The results speak for themselves: 57% of Asos's transactions on TikTok came from new customers, highlighting the platform's potential to reach fresh audiences. Zara is also set to expand its presence on TikTok Shop, following a successful trial in China. With live shopping set to launch soon, Zara aims to tap into the massive engagement opportunities TikTok offers. TikTok Shop isn't just for the big players; smaller brands like Made by Mitchell and Luxe Collective are also reaping the benefits, with the latter on track to hit £11 million in sales this year—20-30% of which is expected to come from TikTok. As social commerce continues to grow, it's clear that TikTok is more than just a trend; it's a transformative force in the retail industry. Brands that are quick to adapt are already seeing significant returns, and those who haven't yet jumped on board might want to rethink their strategy. How do you think TikTok Shop will shape the future of retail? Will more brands follow suit, or is this just a passing trend? Article Retail Gazette: How do you think TikTok Shop will shape the future of retail? Will more brands follow suit, or is this just a passing trend? #Retail #Innovation #MarketingStrategy

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For all ecommerce managers out there. One thing I often see is that a lot of focus is put on content, ad copy, creative, price point and so on. One vitally important issue that you mustn't ignore however is the speed that your site loads at on all devices and the customer experience once they are on your site. If a user has to wait for the site to load, it drastically reduces your chances of making the customer sticky, in fact it really bumps up your bounce rate. Similarly, if the flow of the site is bad and it is hard for the customer to find what they want or navigate around the site , chances are you are increasing the chances of them bouncing. Spend some time to speed up your site and use a site structure that makes sense and is easy to navigate. At Semaphore Search, part of the onboarding we run is to analyse sites and offer improvement suggestions. Take the next step and improve your returns, contact me today. #ecommercemarketing #digitalecommerce #paidsearch #digitalmarketing #sem #ppc #googleads #googleadwords

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UK footfall is up, but are stores making the most of it?... 📈 𝗧𝗿𝗮𝗳𝗳𝗶𝗰 𝘂𝗽 𝟱.𝟭% 𝗹𝗮𝘀𝘁 𝘄𝗲𝗲𝗸, but lower dwell times impact conversion 💪 𝟲 𝘄𝗲𝗲𝗸𝘀 𝘂𝗽 𝗼𝗻 𝟮𝟬𝟮𝟯 📍 𝗧𝗿𝗮𝗳𝗳𝗶𝗰 𝗿𝗲𝘁𝘂𝗿𝗻𝘀 𝘁𝗼 𝘁𝗵𝗲 𝗡𝗼𝗿𝘁𝗵 👨‍🦳 𝗢𝗹𝗱𝗲𝗿 𝗺𝗮𝗹𝗲𝘀 are key shoppers now 𝗗𝗶𝗱 𝘀𝗮𝗹𝗲𝘀 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗹𝗮𝘀𝘁 𝘄𝗲𝗲𝗸? 𝗬𝗲𝘀, 𝗯𝘂𝘁... National traffic increased by 5.1%, but shorter dwell times and may negatively impact conversion rates. Focus on activations to engage 'back-to-work' shoppers. 𝗗𝗶𝗱 𝘀𝘁𝗼𝗿𝗲𝘀 𝗼𝘂𝘁𝗽𝗲𝗿𝗳𝗼𝗿𝗺 𝗹𝗮𝘀𝘁 𝘆𝗲𝗮𝗿'𝘀 𝗳𝗶𝗴𝘂𝗿𝗲𝘀? 𝗬𝗲𝘀, 𝟲 𝘄𝗲𝗲𝗸𝘀 𝗿𝘂𝗻𝗻𝗶𝗻𝗴. Traffic is up 3.7% on 2023 for the 6th consecutive week of growth, despite poor weather dampening footfall figures earlier in the year. 𝗛𝗼𝘄 𝗱𝗶𝗱 𝘀𝘁𝗼𝗿𝗲 𝗹𝗼𝗰𝗮𝘁𝗶𝗼𝗻 𝗶𝗺𝗽𝗮𝗰𝘁 𝘀𝗮𝗹𝗲𝘀 𝗹𝗮𝘀𝘁 𝘄𝗲𝗲𝗸? 𝗗𝗲𝗹𝗮𝘆𝗲𝗱 𝗿𝗲𝘁𝘂𝗿𝗻 𝗶𝗻 𝘁𝗵𝗲 𝗡𝗼𝗿𝘁𝗵. Shoppers have finally returned in Scotland and Yorkshire. Consider adjusting campaigns to capture the larger opportunity of passing traffic in these regions. 𝗪𝗵𝗶𝗰𝗵 𝗱𝗲𝗺𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰𝘀 𝗮𝗿𝗲 𝗺𝗼𝘀𝘁 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝘁𝗼 𝘁𝗮𝗿𝗴𝗲𝘁 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄? 𝗢𝗹𝗱𝗲𝗿 𝗠𝗮𝗹𝗲𝘀. As shopper demographics shift towards older males, in-store engagement has also dwindled. Are your stores set up to engage this key demographic? 𝗘𝘅𝘁𝗲𝗿𝗻𝗮𝗹 𝗳𝗮𝗰𝘁𝗼𝗿𝘀 Retail giants Primark, H&M, JD Sports Fashion and Dunelm all blame the weather for underwhelming sales performance in Q2 trading reports. From summer clothes to outdoor furniture, it seems that unseasonal weather has kept shoppers at bay. Our year-on-year data backs this up, showing a noticeable drop in traffic from April to July compared to last year. 👁️ While forecasting the future can be tricky, our real-time data helps retailers benchmark their performance against unpredictable external factors. That's why savvy retailers are turning to AVRI to stay ahead of the competition. 🔎 Stay ahead of the game with our weekly digest of UK retail trends. Subscribe now at auravision.ai/retail-index. How have these trends affected your stores? Have a report idea? Share your insights below! 👇 #retailnews #retailinsights #retail #ukretail #ai #instoreanalytics #retailtech #proptech

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Black Friday is coming, and let’s be honest so is the chaos. Last year, UK consumers spent £9.42 billion during Black Friday week. I still remember my days working at Tesco and the absolute chaos we’d see in-store during Black Friday - literally people wrestling to the ground for the last TV with 60% off! But how times have changed; now it’s all about the online battleground. So, with that being said, what’s your biggest tip for surviving Black Friday? Don’t have one? Well, check out our latest blog to learn more about the most common issues and their solutions. 💪🏽

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Here’s how we sold out a product in just hours on Boots online: ✅ Over 750,000 views, driving 10,000 clicks to purchase at top retailers. ✅ Spiked search volume on Google and Amazon. Why was it such a success? 𝐈𝐭 𝐰𝐚𝐬 𝐫𝐞𝐚𝐜𝐭𝐢𝐯𝐞. We saw the UK heatwave as a golden opportunity and knew we had to move FAST. 𝐈𝐭 𝐰𝐚𝐬 𝐪𝐮𝐢𝐜𝐤. We got the campaign idea approved within a day, onboarded the creators, and timed the content to flood TikTok on the same day, capitalising on the heatwave hype. 𝐈𝐭 𝐰𝐚𝐬 𝐭𝐚𝐫𝐠𝐞𝐭𝐞𝐝. We knew exactly which creators would hit the mark, gave them creative freedom, and let them work their magic. The result? 📈 Massive online and offline conversions in Boots and Superdrug. People couldn't buy it fast enough. When you work with the right creators and understand the market, you get real results. LMK if you want a hand delivering your next sell-out campaign. #viralvideo #creatormarketing #influencermarketing

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