18 Retail Brands
Redefining Interaction, Engagement & Loyalty
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Debbie Hauss Executive Director, Content Retail TouchPoints and retailX
The brands and retailers that have survived and thrived in the last year and a half have displayed fortitude, innovation and determination. Many of those companies are being celebrated as Brand Experience Award (BEA) winners in 2021. Presented by retailX and Retail TouchPoints, the BEAs were created to spotlight the businesses that are redefining the rules of interaction, engagement and loyalty. They have implemented new tools and strategies in one or several areas of the brand experience, raising the stakes for their competitors and the entire retail industry. Winners were selected from more than 60 nominations. They include large and small retail companies and brands in a variety of industry segments, from home goods and toys to hospitality and communications. Join us in congratulating all 18 winners!
Congrats to our winners!
Last Mile & Fulfillment Experiences
Store Design and Experiential Retail
Marketing Campaigns For The Complete Shopper Journey
The Convergence of Content & Commerce
Pivot Strategy
Customer Retention & Loyalty
Pop-Ups, Events, Partnerships and Other Brand Activations
Mobile & Social Optimization
Marketplace Strategies & Technologies
Digital Innovation
Category:
Cuisinart Reactivates 20% of Lapsed Email Contacts With Re-Engagement Strategy
Cuisinart uses segmentation best practices and engagement tiers to power its Re-Engagement Program, identify at-risk email subscribers in its database and effectively re-engage them with a compelling win-back campaign. The campaign features evergreen content, such as a downloadable recipe e-book, and a limited-time offer code, to turn inactive subscribers into loyal customers and increase conversions. Their contacts are then encouraged to update their email preferences to customize the Cuisinart content they receive or opt out from receiving emails. The brand continues to drive customer loyalty and retention with targeted post-purchase messages. Featuring maintenance information, product use tips, product upgrade opportunities and related parts and accessories, Cuisinart is able to nurture more personal and sustainable brand experiences with existing customers long after an initial purchase. Through email campaigns, Cuisinart marries content and commerce with helpful product reviews as well as trending and product-specific recipes to increase customer engagement, drive consistent traffic to the website and boost sales.
Overall, Cuisinart’s hyper-personalized AirFryer email nurture campaign:
Cuisinart’s Re-engagement Campaign:
The campaigns are powered by Episerver’s Digital Experience Platform (DXP).
Accounted for 77% of total sales generated from the email channel for the month the campaign took place.
Effectively grew the highest-engaged email audience segment by 43%.
Reactivated nearly 20% of its lapsed email contacts.
Drove 547% more revenue than the average one-off email campaign for 2020.
IdKids Uses Personalization to Boost Clicks and Retain Customers
Okaïdi is the largest retail product brand under the ÏDKIDS Group’s global umbrella and it is now equipped to handle the challenges that COVID-19 produced in maintaining accurate online information and brand recognition while handing responsibility to local colleagues. Armed with Uberall’s API integration with Google, Okaïdi can reach more consumers with correct information, transmitted from the local stores instead of faraway corporate headquarters. The Uberall platform allowed Okaïdi to communicate the different solutions specific to each store in just a few clicks. The platform can facilitate multiple tasks including:
As a result, Okaïdi has retained its customer base and consumers, who are receiving personalized service both online/pre-purchase and offline/post-purchase. The brand is now well positioned to stand out in a crowded marketplace with superior online presence. More accurate listings, more efficient review response management and owning the online-offline customer journey at every touch point equals greater online visibility and a better brand experience. The YoY growth for Q1-2021/2020, in Europe:
Click and collect
Appointment scheduling
Online chat
Returns and exchanges
75% reviews response rate, up from 30%.
Websites (browsing behavior, transaction history)
74% more website clicks.
63% more phone call clicks.
52% more direction clicks.
Digital innovation
Bliss Connects the Shopping Journey with Targeted Photo & Video Content
Bliss has truly embraced the omnichannel ecommerce experience — the intersection of the DTC website, marketplace presence and retail partnerships. Especially in the beauty space, the consumer journey is no longer linear. Some shoppers find new products on Instagram, research them on Amazon and buy in-store, while other shoppers have an entirely different path to purchase. Bliss' Amazon, retailer and DTC business is integrated in a holistic marketing strategy. By prioritizing relationship building in its DTC business, Bliss is able to drive loyalty and gain lifetime customers and evangelists. On Amazon, the company acquires new customers, optimizes its advertising and defends its authority in the industry. Amazon is leveraged as the ideal platform to broadly reach new audiences. Bliss partnered with Blue Wheel to create “conversion creative” — photo and video content specifically created for advertising. This content, used primarily on Facebook and Instagram advertisements, was designed to convert viewers.
Year-to-date, both Amazon and DTC are growing channels for Bliss. They've uniquely positioned each channel — DTC, retail and Amazon — to serve their own individual purposes in the larger marketing strategy. Because of this, Bliss was able to experience incredible growth in 2020 and YTD in 2021, as it gained new customers looking for at-home spa treatments during the pandemic. Thanks to Bliss and Blue Wheel's advertising efforts across Facebook, Instagram and Amazon, the brand was able to see great success.
125-Year-Old Hat Retailer Innovates with Digitally Empowered Remote Selling
Goorin Bros. is a 125-year-old family-owned hat retailer. The brand has survived recessions, depressions, two World Wars and now two pandemics. To remain relevant and successful, Goorin created Goorin 2.0, a complete restructuring focused on more streamlined and efficient systems and omnichannel customer experiences. Goorin runs its retail operations on the NewStore Omnichannel Platform, a cloud-based solution that combines POS, order management, inventory, fulfillment and clienteling. All store associates have access to real-time customer, order and inventory data on two iPhone apps. They use the apps for all workflows, from mobile checkout, endless aisle and remote selling to inventory receiving, cycle counting and online order fulfillment. Goorin invested in a Digital Styling team that included four full-time Digital Stylists who deployed and managed part-time resources from the field. From beta to production, it took just five short weeks to get Goorin’s remote selling capabilities up and running. Goorin supplied its Digital Stylists with iPhone devices to access and sell inventory from anywhere in the Goorin network of stores and distribution centers.
Remote selling has resulted in a 14% higher Average Order Value (AOV) than normal store transactions. On social media specifically, the top-three-selling SKUs are high-priced items.
In Q4 2020, the Digital Styling team was Goorin’s third largest “store” in terms of net sales. It also has a low return rate of just 5% because of the personalized nature of the associate-to-customer engagement.
Brooklinen Reduces Customer Care Response Time with Last Mile Solutions
Brooklinen was facing a gap in the customer experience: Once a tracking number was generated for shipment post-purchase, customers interacted directly with the carrier, not Brooklinen, to receive delivery updates. Brooklinen implemented the Engage and Recover solutions from Convey, which combine real-time visibility, post-purchase experiences and advanced insights and analytics to improve last mile delivery. The system uses machine learning to present competitive delivery dates pre-purchase, provide outcome-based shipment execution, shopper communication, exception management and transportation analysis — and offer a single view of the last mile. Engage gives consumers real time total order transparency. Relevant and timely delivery notifications improve customer satisfaction and boost NPS. Automated, relevant order updates and customizable alerts equip retailers to proactively reach multiple customers throughout the delivery journey while owning the customer communication strategy that seamlessly mirrors their brand presence. Recover complements Engage by providing retailers with the tools to identify, escalate and resolve distressed shipments in real time with carrier partners. Brooklinen has realized significant improvements in its delivery experience, including:
More than 1.7 million deliveries overall have been tracked on the Convey platform since the start of the partnership.
More than 1,300 bulk alert messages were sent between Thanksgiving and Christmas 2020 to proactively alert customers of issues impacting their shipments — substantially reducing manual processing time.
WISMO (Where Is My Order?) customer inquiries dropped 10%.
Customer Care team resolution times dropped from 48-72 hours to 3-4 hours, thanks to Bulk Alerts.
UNTUCKit Improves Fulfillment Using Inventory from Stores
In early November 2020, UNTUCKit rolled out store fulfillment and same-day shipping in the U.S. It was able to fulfill online holiday orders with inventory from its nearly 80 U.S. stores leveraging the NewStore order management system.
With smart routing logic and real-time inventory visibility, UNTUCKit was able to ship from a store location closest to each customer. This not only helped UNTUCKit mitigate high costs by shipping across fewer transit zones, but it also meant customers received their orders quickly. Same-day shipping also leverages NewStore order and inventory management as well as Ohi, a microwarehousing platform. A shopper selects same-day shipping as a fulfillment option at checkout when shopping online, and then it’s just a few hours between the time the order is placed online and the time it is delivered. UNTUCKit took a very calculated approach to rolling out store fulfillment in order to disrupt its retail operations in a really positive way. First, it launched the solution in three pilot stores, one in each major U.S. corridor (West, Midwest, and East). Then, it turned on 28 stores within these corridors as fulfillment centers, followed by 48 more. Finally, just prior to the start of the holiday season, the routing logic became more granular and it divided the country into eight regions with stores throughout. From pilot to full launch took just a few months.
High-Tech Personalization Drives Loyalty at Sleep Number
At Sleepnumber.com, a new visitor is presented with the opportunity to take a Bed Quiz to help them learn more about which 360® Smart Bed is best for them. The quiz results are stored in a CRM, emailed to the visitor and referenced throughout the site as the shopping journey continues. If a visitor to the store has already visited the website, any personalized data from their web experience will be available to the store associate to reference during the visit. All store visitors will have the opportunity to lay down on a bed and go through the “iFit” process to find their unique Sleep Number. After purchasing a Sleep Number 360® Smart Bed, owners have access to SleepIQ® technology built into every bed that measures their average heart rate, breathing and movement throughout the night and provides personalized sleep insights each day. The innovative solutions Sleep Number has implemented include:
InnerCircle Rewards loyalty program fostering lifelong engagement with Sleep Number.
iFit and Sleep Number bed trial in-store with follow up email.
One-to-one texting platform — web or store visitor provides their text permission and store associate in their local market can text them directly to answer any questions.
Online Bed Quiz and corresponding CRM data that is used cross-channel (web, store, email, print, chat and phone).
Shoppers Buy ‘Blind’ from Discount Bandit in Exchange for Low Prices
Online marketplace Discount Bandit has brought the price segmentation strategy popularized by travel companies such as Hotwire and Priceline to the retail industry. Shoppers on the platform are motivated to purchase retail goods due to the lower-than-market pricing available to them, with the understanding that they are buying “blind.” Customers do not know the retailer's identity until their transaction has been completed. Retailers have a price segmentation strategy available to them that will not cannibalize sales in their other channels, allowing these retailers to grow their overall market share. Discount Bandit often has multiple retailers vying for the customer order. Using a proprietary technology solution, Discount Bandit dynamically matches up shoppers with retailers after the customer places their order, using a multitude of factors such as speed of shipping and customer satisfaction scores. As shoppers are typically buying at below-market prices, Discount Bandit charges shoppers for its service. This means that retailers can participate on the platform at no charge. Using this sales tactic, Discount Bandit has been able to quickly scale its retailer base.
Having more than doubled in Gross Merchandise Volume last year, Discount Bandit is experiencing phenomenal growth by helping retailers grow their market share. Items denoted with a "Steal" badge on the site are priced aggressively, typically beneath Amazon and MAP prices, and enable retailers to undercut Amazon at the pricing game.
Digital Talent Competition Brought Boost Mobile Closer to its Customer Base
Boost Mobile was looking for new ways to engage with customers and followers during the COVID lockdown. The brand launched the Step Up to the Mic 2020 program — a digital elimination-style artist/singer talent search competition. The Boost Mobile and Triller app collaborative teams developed and executed Step Up to the Mic to give aspiring musicians and singers the dream of a lifetime and a showcase to premiere their talent, in turn bringing the target audiences closer to the brands. Contestants submitted their auditions through the Triller app while fans and followers voted on their favorites. The finalists moved through each of the three rounds to attain a coveted Top 3 position voted on by the public, celebrity judges, Triller producers, Boost Mobile influencers and various music industry executives.
The Grand Prize winner walked away with:
A Triller-produced music video and studio time for the winner to record a hit single produced by Murda Beatz, written by Nija and featuring Quavo of the Migos group, with the music video to be displayed in all Boost Mobile branded retail locations nationwide.
Up to one-year record label deal and management.
Top 100 Charts placement for the U.S. (pushing on Apple, Spotify, Triller, Amazon Music and more).
One Boost Mobile phone + 12 months $50 Unlimited Re-Boost cards.
Focus on Mobile Improved Customer Acquisition 25% at Hibbett
Upwards of 35% growth in customer acquisition in 2020.
16% growth in mobile traffic in 2020.
In response to the COVID-19 pandemic, Hibbett | City Gear was forced to temporarily shutter most of its 1,000+ brick-and-mortar stores. Losing in-person retail touch points and experiencing uncertain consumer shopping patterns, Hibbett chose to leverage and expand its existing mobile experience platform, both for outreach and to manage increased operational challenges. Hibbett used the Vibes Mobile Engagement platform to grow its ecommerce business, increase communication with customers and further integrate an earlier retail acquisition, City Gear, into its brand. Prior to 2020, Hibbett | City Gear typically had a strong customer base of “sneaker heads,” enthusiasts and collectors of exclusive sneakers. In 2020, as gyms shut down and people started spending more time at home, the demand for athletic equipment skyrocketed, as did the number of customers seeking workout gear. Hibbett’s marketing team wanted to create personalized experiences for both of these customer segments and encourage them to join Hibbett’s loyalty program. With Vibes, Hibbett was able to successfully segment its mobile audiences to drive results. With Vibes’ Mobile Engagement platform, Hibbett was able to focus on increasing high value loyalty subscribers, creating a best-in-class mobile experience through targeting and personalization and continuing to drive acquisitions through evergreen campaigns. As a result, the brand achieved:
A 42% YoY increase in total mobile audience subscriber base.
Harry Rosen Keeps Trademark Personalization and Curation as Brand Pivots to Digital
Founded in 1954, Canada-based Harry Rosen has long focused on a personal approach to service. So when the pandemic hit, the brand pivoted, launching a digital transformation journey that would allow the company to capitalize on ecommerce sales while staying true to its personalized shopping experience curated for the individual shopper. To achieve its speed and customization goals, Harry Rosen leveraged the commercetools platform to create more unique and engaging ecommerce experiences in weeks instead of months. API-based and headless, the new platform allows Harry Rosen advisors to leverage texts as their first point of contact with customers. Then the brand uses an app to build curated looks and product pages. The app is connected to Harry Rosen’s CRM, a real-time inventory feed and an AI-based product recommender. Since the launch, Harry Rosen has seen the following benefits:
customer experience benefits
team benefits
Harry Rosen is rolling out numerous custom solutions on the commercetools platform, including checkout payments tools from Bold Commerce and immersive front-end experiences powered by Amplience.
Online sales generated from client-advisor relationships now account for 12% of total online sales, along with an estimated 10% influence on in-store sales.
An improvement in the value of content pages by 300% with immersive experiences like “Get The Look.”
Approximately 20% of sales from digital versus 5% in 2019.
One total hour of down time since launch, zero through peak periods.
Moved from four feature deployments per year to three per week.
Headless integrations take, on average, 30% less development hours.
Jean Dousset Supports Online-Only Ring Collection with Carefully Vetted Supply Chain
During the height of the COVID-19 pandemic, Jean Dousset launched a lower-price-point ecommerce jewelry collection, Oui by Jean Dousset. The collection was exclusively available to shop online and included digital innovations such as a 3D rendering of each ring and an on-hand ring viewer to make the shopping process easier for consumers. The Oui by Jean Dousset collection also included lower-priced fine jewelry for everyday wear. To achieve this goal, the Jean Dousset team developed a supply chain for lab-grown diamond engagement rings. The team ensured the supply chain they built supported their made-to-order business model, built on not holding diamonds or product inventory in order to offer unbiased recommendations for the best diamonds in the marketplace, as well as competitive luxury pricing. The team was able to find lab-grown diamonds that held up to Jean Dousset’s luxury standards and specifications for diamond quality, and have made them shoppable directly from the Oui by Jean Dousset virtual diamond feed. During this transition to lab-grown diamonds for engagement rings, the team also pivoted its lower-priced everyday fine jewelry to the main Jean Dousset brand’s ecommerce site. This also provided more cross-sell and upsell opportunities and has improved the repeat purchase rate.
Jean Dousset continues to see an increase in the number of sales (70% increase over this time last year) with the introduction of more affordably priced everyday fine jewelry to the bespoke brand’s ecommerce site.
Verizon Doubles Down on Touchless Retail
Verizon’s Touchless Retail is a new end-to-end retail experience featuring contactless shopping that starts at the customer's home and moves through the store or curbside outside the store. This contactless shopping experience enabled Verizon to reopen its stores nationwide after a temporary shutdown in March 2020.
Curbside pickups with seamless verification process and touchless delivery.
Capabilities include:
Results include:
Multiple touchless payment options are available: adding the charge to a monthly bill, inputting credit card details via a secure link or paying with cash at a bill payment kiosk.
In-store, customers use the app to scan products for more information or complete purchases. Verizon Pass (a unique QR code) can authenticate a customer in lieu of a physical ID to complete a transaction.
Once the customer arrives within 75 feet of a Verizon store, they receive a push notification that guides them through the Mobile Check-in process and gives them next-in-line alerts.
Customers schedule an in-store appointment through Verizonwireless.com or the MyVerizon App.
Customers utilized Bill Payment kiosks to place in-store self-serve orders and make innovative digital-driven touchless cash payments with over 800K transactions completed.
The app-driven experience has cut the average pickup time from 20 minutes to three minutes.
The curbside experience has seen more than 400K pickup orders.
Customers have set more than one million appointments in 2020 and more than 87% of those transactions included an element of the touchless retail experience, including 3.2M touchless payments.
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Pop-Ups, Events, Partnerships And Other Brand Activations
Hy-Vee Gives Back to its Communities with Pop-Ups, Partnerships and Events
Hy-Vee created several brand activations in 2020 with strict COVID precautions in place. Examples include:
Hy-Vee donated produce and meals through 116 contactless drive-through events and 13 food bank donation events. This included both small communities of several thousand people to large communities and events at Arrowhead Stadium and Mall of America.
Events
Hy-Vee set a goal, in collaboration with its customers, to raise $1 million for Feeding America food banks across its eight-state region – and exceeded it! Hy-Vee also collaborated with many of its supplier partners to fill more than 20 truckloads with food and supplies for 17 Feeding America-affiliated food banks. Hy-Vee donated more than $250,000 in food to the effort.
Partnerships
Hy-Vee Basket Bolt Sweepstakes gave local families the opportunity to race for free groceries in 90 seconds, similar to the popular TV series Supermarket Sweep.
pop-ups
Feeding America
Basket Bolt Sweepstakes
Contactless, Drive-Through Giveaways
Gave away more than $15,000 in free groceries; Provided $9,500 in prize money; and Received more than $4.3 million in total media advertising value, including feature stories by Yahoo News and MSN News.
Raised $1,082,000 with the help of customers and vendors, and a dollar-for-dollar match; and Engaged with more than 17 food banks representing 515 counties in Hy-Vee’s eight-state region.
Provided 2,000 meals (benefiting 2,000 families), valued at $10,000; Donated 1.5 million pieces of produce, equaling 1 million pounds; and Donated a total of $4,000 in meals and supplies to Family Centers.
Mall of America Focuses on Small Business Needs
With the pandemic and social unrest of 2020, Mall of America (MOA) recognized the need for a retail space dedicated to local small businesses that were displaced from their communities. MOA enlisted the help of KNOCK to develop a new retail brand identity and create a memorable and flexible retail experience. KNOCK collaborated with MOA in the design and creation of a new retail concept called Community Commons. KNOCK reimagined the existing space and fixture program to develop a market concept with space for 16 businesses and an opportunity to create colorful, large-scale art with Juxtaposition Arts, a local nonprofit dedicated to youth-focused design education. Initially a temporary retail space, MOA continued the next round of Community Commons with new small businesses starting in April 2021, with a handful of existing small businesses from the original group taking on their own retail spaces at the MOA. Each small business brand had the opportunity to leverage the MOA public relations, marketing and social media power to engage with existing clientele and increase its brand awareness while they rebuilt in their neighborhoods.
From October to December 2020, there were almost 19K people who visited Community Commons, even with pandemic restrictions. Average sales ranged from $4K–8K a month for each business. In April 2021, four to six of the original small businesses graduated to their own MOA retail spaces.
Sam’s Club Updates its Brand Image with the New ‘Bold and Blue’ Store Design
With the new Bold and Blue redesign, Sam’s Club has completely rebranded its image and experience. A combination of technology, minimalism and cutting-edge print, Sam's Club has drastically reduced clutter, attracting members with eye-opening materials. Tailored to the newest of generations, Sam's Club's Bold and Blue efforts symbolize the idea of marketing efficiency and shopper experience. Bold and Blue is designed to streamline shopping and direct consumers to exactly what they are looking for as soon as they walk into the club. The sharp look of Bold and Blue pushes and pulls members through the club, creating a streamlined vision of shopping. Moving away from constant remodels, Sam's Club has adopted digital graphics, making itself flexible for marketing efforts and continual changes. Feedback was so overwhelming from a member perspective that half of all Sam's Club locations received the Bold and Blue package within the following eight months.
The company has reported “an overwhelming amount of positive feedback from the field on Bold and Blue. The new marketing package has not only made a significant financial impact on Sam's Club, but an impact on shopper experience. Club managers, customers, planners and more reach out far in advance requesting this new in-club experience to hit their region. All in all, this has been one of the most groundbreaking marketing remodel efforts in Sam’s Club history.”
Store Design And Experiential Retail
Updated Design Increases Efficiency, Improves Brand Identity at SONIC Drive-In
In partnership with ChangeUp, SONIC Drive-In sought a more efficient and refreshed design that stood out from the competition.
“What’s exciting about the new restaurant design is that it was created in concert with the brand identity,” said Ryan Brazelton, Executive Creative Director at ChangeUp. “There is a purpose behind every element of this design — from patio options to drive-in docks and the optimized drive-thru to the kitchen unit.”
The design includes a new kitchen layout that enables Sonic to operate more efficiently, thereby improving throughput and speed-of-service. Communication between the customer and the kitchen is in real time to ensure food is ordered and delivered fresh and fast. The drive-in format and mobile Order Ahead platform has enabled Sonic to reduce wait times and increase repeat visits from customers. In the app’s short existence, sales are trending upward for orders placed online, with more users signing up for the app every single day, Order Ahead tickets averaging 7% higher than non-order-ahead tickets and with the average check-in-to-hop-out time at under two minutes “We can now take our brand confidently into the future with a differentiated and engaging customer experience that positions us for growth over the next 10 years,” said Sonic President Claudia San Pedro. And the new look is pulling in more people and orders; business is up an additional 60%-70% versus other Sonic outlets.
Influencers Interacting via Live Shoppable Videos Fuel Fisher-Price ‘Must Haves’
Tapping Amazon Live, Mattel was able to showcase Fisher-Price baby products through live, interactive, shoppable videos.
The goal of the “Fisher-Price Baby Must Haves Series” was to help new parents navigate the overwhelming options of baby products available to them, by engaging influencers they know and trust to share their must-have products. The hosts are knowledgeable about the products and, with live chat, they engage with the audience during the stream. Conversion is simple via a product carousel below the livestream. Each episode in the four-part series was hosted by a different influencer who shared her favorite Fisher-Price products, from swings to play gyms to diaper bags and more. By having the influencers film and host their own content, the content was relevant to and engaging for her unique audience. One of the biggest challenges expecting parents face when shopping online is the inability to see the product in action and experience its features, which the Baby Must Haves Series addressed. The products were featured out of their packages and sometimes had a baby modeling their use, so the host could demonstrate the features they loved about each product such as ease of setup, favorite songs or machine washable fabrics. Shoppers could also engage with the influencers via chat to ask questions, and the product carousel running below the video made immediate conversion of the featured product, or adding the item to their baby registry, as simple as a single click.
WestRock (NYSE: WRK) partners with our customers to provide differentiated, sustainable paper and packaging solutions that help them win in the marketplace. WestRock’s team members support customers around the world from locations spanning North America, South America, Europe, Asia and Australia. Learn more at www.westrock.com.
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