4 technology trends disrupting retail (canada research)

• Contrast – carefully consider your color choices to ensure the text and images stand out properly against the background.

• Avoid reversing out small text on a dark background.

• Text Size – 13px for body copy. No pinching = 15-16px (depending on font) and preview it on your mobile device.

• Imagery – Images help tell your brand’s story, so consider taking the time to choose artful shots that complement your message.

• Layout – One-column layout works best for mobile. If you have a multi-column layout, plan how elements shift or stack.

Great defensive designtechniques like HTMLtext and alt text.

Mothercare uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image.

Consumers are suspicious of first-name personalization in subject lines. Open rates are lower when it’s used as are click rates.

Lenovo, welcome emailKyle, thank you for signing up. Enjoy your exclusive Lenovo offer.

Michael’s, progressive profiling email — Kyle, isn't it time we got to know each other?

Olive Garden, birthday email — Kyle, go celebrate your birthday with a free app or dessert!

ThinkGeek, 5/17/13 — Kyle, I am your father

Helzberg created 60,000 unique animated gifs to target each of their subscribers by name with charms. The subject line was not personalized.

Outperformed a similar email by nearly 300% in items of revenue generated.

Meet Stacie

• 29 years old

• Married

• Elementary School Teacher

• Runs 4-5 times a week; likes to race against friends

• Long-time Nike customer and Facebook Fan but not a current subscriber

• Local Store: Niketown New York, E 57th St

Purchase & Initiate

Stacie bought the NIKE AIR MAX+ 2013 because her

previous pair of Air Max shoes wore out.

She types in the URL for the the landing page and is directed to the Make it Count landing Page

Type this into your web browser:

Learn How You Can Make It Count

www.makeitcount.com/nike

When her shipment arrives she notices that the packing

materials contain a post card publicizing the Nike Make It Count Desktop Experience

CaptureStacie follows Nike , joins the #MakeItCount initiative on Twitter, and selects the option to become a Nike member on Nike.com, opting

into promotional messages.

Cross Sell

Since Stacie joined the Make It Count initiative, so we drop her into the Nike+/Fuelband area of

the site.

Stacie uses guided selling tools to look for other running gear for running in NYC with her friends, and it recommends the Nike Fuel Band and other related

gear

Running gear

She browses the items…

Even adding the Nike Fuel Band to her cart…

But decides not to purchase.

Prompt

The iGoDigital CustomerIntelligence Enginenotices she has not purchased the Fuel Band

…and triggers an abandoned cart message for the Nike Fuel Band based on Stacie’s web

behavior, with a promo code to incent purchase.

Promo Code Below:

SuccessStacie stops by her local Niketown and buys the Nike Fuel Band with her promo code. She requests an eReceipt.

The eReceipt contains a bounce back offer with upsell opportunities

eReceipt$149.00

Have you seen these?

7 days after her FuelBand purchase, Stacie receives an automated rating/review email.

Engage

Review your Recent FuelBand purchase.Triggered Send

+7 days

Log your runs on Nike+

She is also invited to join Nike+

Triggered

Send+14 days

She adds her mobile number to her profile so she can receive mobile alerts about local Nike running events

.Stacie Johnson’s Profile

1-503-509-6995

A Relationship

Group Runs 3/5,3/7, & 3/9

Or an email about an upcoming event

Stacie can request information and receive an SMS alert about an

upcoming local event…

Inspired Marketing

Type this into your web browser:

Learn How You Can Make It Count

www.youtube.com/nike