How to Unify the Customer Experience With Insert-to-Online Marketing
Package insert personalization removes another element of friction in the customer experience. So marketers like luxury home goods retailer Amara are becoming the antithesis to the 93% of retail marketers who haven’t yet implemented “Start Anywhere, Finish Anywhere” product ordering.
For Amara, adding personalized package inserts helped the luxury furniture retailer reach the 60% of customers who hadn’t subscribed to its emails during the checkout process, reports Brand United. Once customers received their packages and saw the inserts personalized with their preferences, many returned to the web to opt into the email program, as well as revisit abandoned carts and luxury shopping browsing sessions.
Why Removing Friction Matters to the Customer Experience
The common fallback among marketers — which is especially evident from email marketing benchmarking studies — is to simply up volume and frequency or otherwise add “more” marketing to consumers’ ad-saturated lives. That won’t work, says a study released in April by Euclid.
“All demographics surveyed were united in their shared dislike of over-marketing, with more than half of consumers willing to unsubscribe from a retailer’s mailing list for too many emails, and 40% ready to unsubscribe if they received irrelevant recommendations.”
Millennials care more about the customer experience than the purchase, Euclid found. So if marketers don’t create a frictionless, convenient customer experience, they may not see purchases.
Euclid’s announcement elaborates on this point:
“Millennials also viewed shopping as an immersive, social activity focused more on the experience than the product they take home, with one in four preferring shopping as an activity shared with friends and family. Just 19% of Gen Xers and 20% of Boomers felt the same.”
Euclid’s research provides advice on the proper marketing messages to convert Millennials:
“The most connected generation ever, information-rich Millennials are savvy and skeptical, moved more by authenticity and experiences than advertising. Retailers should double-down on outreach that feels tailored and hyper-relevant — but avoids trying too hard, the cardinal sin of marketing to Millennials.”
Insert-to-Online Marketing Allows Brands to Collect Data on Customer Preferences
The Brand United case study explains Amara’s customer experience efforts related to its insert-to-online luxury shopping will continue to help customers start anywhere and finish anywhere as seamlessly as possible:
“Amara will seek ways to further develop customer profiles, which will enable it to create more targeted messaging. ... This includes an evolving creative process with more intelligent inserts — which means references to the customer’s online experience and recommending specific items based upon browsing histories.”
Package Inserts Keep Brands Front-of-Mind
A quarter of marketers use insert media to reach consumers, Target Marketing research revealed in 2017.
Target Marketing found a vendor specializing in package inserts provided the tactile customer experience that marketers often use to direct consumers online:
“St. Petersburg, Fla.-based Valpak, one of the larger coupon envelope distributors, has held its circulation steady at around 39 million for a few years.”
Package inserts have been enhancing the online customer experience for years.
Luxury shopping in the popcorn sector got easier in 2008 when now-gone Dale and Thomas Popcorn’s business was popping in 2008, with 10 million cross-promotional package inserts in DVDs. At the time, the natural pairing of gourmet popcorn and a night on the couch with a Universal Pictures movie meant the retailer saw online sales increase for Toffee Crunch DrizzleCorn and Sweet Georgia Pecan.
The spokesman for the brand told Target Marketing the package inserts were $15 coupons that he hoped consumers would keep awhile before using — jotting down notes on the paper. Because once they put some of themselves into the marketing, they’d keep it around and the Dale and Thomas brand would remain front-of-mind. (The brand stopped popping corn around 2016. DVD popularity also imploded.)
What do you think, marketers?
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Related story: Paul Goodman on Dale and Thomas Popcorn's DVD Inserts