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10 Ways to Increase Customer Loyalty Without a Points Program

If you want to level up your customer loyalty initiatives beyond a points program, we've put together ten tips that can help.

Francesca Nicasio

Content Strategy Manager

Loyalty is everything. In an increasingly competitive ecommerce market, brands are constantly vying for customer loyalty, for good reason: loyal customers are often the most profitable. 

Plus, one of the best ways to tap into earned media (like word-of-mouth advertising, which most consumers trust above other advertising methods) is through—you guessed it—stronger customer loyalty. 

Perhaps the most common way businesses try to foster brand loyalty is through a points program. However, if companies simply provide a cut-and-dry rewards program and call it a day (as opposed to a spend-based loyalty program or VIP program), it can make customers feel unvalued or not like VIPs. 

In addition, if a program is solely about the points, it may fail to differentiate itself from other more competitive programs in the market. 

Industry data shows that just 18% of rewards program members actively engage with all the programs they're a member of, showing how some rewards programs may offer too little value to the customer. Oof. 

If you want to level up your customer loyalty initiatives beyond a points program, we've put together ten tips that can help.

Let's get started!



1. Set up email and SMS automations focused on bringing customers back

Email and SMS marketing are great ways to increase customer loyalty, as you can reach customers directly through their inboxes and mobile devices.

For best results, send triggered messages based on certain behaviors or actions your customers take. For example, you could send a message to a customer who hasn't made a purchase in a set amount of time or provide a voucher or discount as a way to say thank you after someone has made their first purchase. 

Pinjarra Bakery is an excellent example of a business putting email and SMS marketing to good use. The company uses Marsello to power various campaigns that entice people to come in.

“We send out an SMS blast to our loyal customers first or our loyalty customers first giving them first access to come in and try the product before we release it to the public,” Daniel explains. “And of course, we conveniently time the blast to go out around lunchtime so people are probably getting hungry that time of the day and so far the results have been great.”


Another idea is to reward your customers' birthdays. You could track birthday purchases and the rate of redemption—all of which is valuable data that can be leveraged for more tailored marketing down the road.

Easy-to-implement options include sending a one-time special discount or a freebie via text or email. Just make sure to use unique codes to track the effectiveness of your automations.

2. Setting up targeted segments

Did you know that the average email open rate is just 21.5%? To make your emails more relevant, segment subscribers into different groups or categories based on criteria like location, age, or behavior. By doing so, you can better cater to each segment through the content and deals you offer, intrinsically creating more value for your customers. 

Oh, and as a pro tip, consider using your subject lines to gauge interest in new products and themes you're considering offering.

3. Foster a strong community incidental to your brand

A brand community, when done right, is a way to rally together your most loyal customers or people who are the most interested in what you have to offer. Communities bring people together, which drives loyalty through shared experiences, meaningful connections, and a sense of belonging.

Marsello customer Pace Athletic is a master at community-building. The company has a run club that includes social jogs for all fitness levels. These run events end at local pubs where members can socialize, relax, and build friendships over a meal or drinks.

See if you can implement similar initiatives in your business. If you run a game shop, you could consider running a monthly board game night at your location. Brewery? Maybe a recurring beer tasting event or a pub quiz. Whether you want to keep it casual or more formal, brand communities are a great way to tap into brand loyalty and customer advocacy.

4. Offer exclusive access and early releases

Never underestimate the power of exclusivity. By fostering a sense of unique value or desirability—either by offering limited availability or exclusive access—brands can tap into the age-old desire of customers wanting to get something that's hard-to-get. 

You can use this to your advantage by targeting your top spenders or frequent purchasers and creating a segmented campaign. Reward them with access to exclusive events, pre-sale access to limited edition items, or other similar events. 

Take, for instance, Nordstrom, which gives members of The Nordy Club (the company's loyalty program) early access and extra discounts at sales events.

the nordy club - loyalty example

5. Start a referral program

To start things off, assign each consumer a unique referral code. Then, when they share your business with their friends, you can see if a purchase or subscription was made through the code and offer the customer (and maybe even the referred person) a reward. We recommend offering rewards that aren't point-based, like a free product or exclusive discount.

Also, make it easy to refer others: consider including a template with their unique code that customers can copy and paste. By reducing the friction around referrals, you'll make it easier for your brand to harness the power of earned media.

6. Provide valuable content and resources

Another great way to build customer loyalty is by creating content that's both informative and helpful for your customers: all with your own branding, of course. 

Let's say you run a makeup or beauty company: you could do TikTok or Instagram user-generated reviews of your products, do tutorials on how to apply certain products, or make a Q&A video about frequently asked questions. 

When you offer tips, guides, and tutorials on topics your audience cares about, you position your company as an expert and drive brand awareness by playing the long game.

7. Collect customer feedback

The best way to improve and understand customer satisfaction is through feedback, and what better moment to get feedback than right after a purchase? You can consider offering a small perk like free shipping on their next order as a small incentive, but what's crucial is to make it easy for your customers to provide feedback and to ensure they don't feel pressured into doing so. 

Marsello's customer feedback capabilities allow shoppers to provide input with just a few clicks, so the experience is effortless.

Check out this example from Madame Fancy Pants, which uses Marsello's customer feedback capabilities to create a simple, visually appealing survey so customers can quickly rate their shopping experience.


Already have customer feedback? Be sure to act on it to improve your retention strategies. And don't forget to proactively inform your customers about any changes and updates you've made so they feel heard and seen.

8. Create a customer-centric culture

Improving customer loyalty isn't just about what you put out there—it's very much an inside job. The people in your business play a crucial role in fostering customer loyalty, so you need to instill the value of customer-centricity in your teams. 

You can do this by providing ongoing training and development focused on customer service to keep folks at the top of their customer support game. 

A great example of this in action comes from Zappos, which has built a reputation for exceptional customer service. The company provides extensive training for their employees, including a four-week program that emphasizes the importance of customer satisfaction. This commitment to training has helped Zappos achieve a high level of customer loyalty and a strong brand reputation.

Another example is Pace Athletic, who run a regular running club for their community. Why we love it? Pace Athletic live and breathe what they do - a running club is a natural extension of their brand, and a way to connect on a deeper level with their customers and followers. 

The Pace team don't organize a running club to generate sales (at least not directly). But it does drive brand awareness and sales as a result. When their community build deeper relationships with the Pace team, they want to come in-store and ask for the staff's recommendations, suggestions and pointers. They want to support their local business, and the people behind it.

If you are passionate about what your business sells and what you represent, building community will come relatively easily. But it does take time and requires a commitment, so don't be disheartened if you don't see the revenue impact right away.


9. Invest in unique products and services

People stick with retailers and restaurants that consistently provide products and services they won't find elsewhere. So, strive to deliver unique and high-quality offerings to all of your guests. 

If you're in retail, this can come in the form of trendy fashion or homeware products that enhance your customers' lives. If you're a restaurant, this could mean offering exclusive and innovative dishes, sourcing locally grown and fresh ingredients, or creating a unique dining experience with exceptional ambiance.

When you do this consistently, you build a loyal customer base and differentiate yourself from the competition.

10. Implement corporate social responsibility (CSR) initiatives

Doing good is good for business. Industry data shows that consumers are more likely to choose brands that promote CSR aspects like sustainability. According to Neilsen, "a whopping 81% of respondents said that it's extremely or very important that companies implement programs to improve the environment. When it comes to action, 73% said they would either definitely or probably change their consumption habits to reduce their impact on the environment."

To that end, it may make sense for your business to develop sustainability programs that focus on reducing environmental impact. This could include minimizing waste, using renewable energy, and sourcing sustainable materials.

Of course, CSR isn't just about sustainability. Social responsibility also encompasses societal issues like fair labor and community. So if these values align more with your brand, start exploring ways to support social causes. For instance, the brand TOMS partners with non-profit organizations that work on various societal issues, including access to mental health resources, community rehabilitation, and education.

TOMS initiatives - loyalty examples

Before you begin...

To ensure that your customer loyalty approaches are paying off, you must track key metrics regularly. Otherwise, you run the risk of investing significant time and money for no result. While you may not need to track all of the data points below, familiarize yourself with them and check in with your marketing team to determine which ones are the best for your organization. 

  • Net Promoter Score (NPS): This measures customer satisfaction and loyalty based on how likely customers would recommend a product/service to others on a scale of 1-10. Detractors are 0-6, while Promoters are 9-10. A score over 50 is generally good, while above 70 is great.
  • Customer Retention Rate: The rate at which your customers stay with you over a specific period, which reflects the effectiveness of your loyalty-building efforts. Make sure you balance this with customer acquisition strategies.
  • Customer Lifetime Value (CLV): This is an indication of the total revenue expected from a customer over their entire relationship with a brand. It's a great way to identify more valuable customers and assess the long-term value of customer loyalty programs.
  • Repeat Purchase Rate: The proportion of customers who make repeat purchases, which indicates ongoing customer engagement and loyalty. Customers with a high RPR should be targeted when launching new products or services.
  • Customer Satisfaction Score (CSAT): This provides immediate feedback on customer experience and loyalty; it's the average score given when you ask customers how happy/satisfied they were with an experience.

While this isn't an exhaustive list, tracking some (or all!) of the above metrics will put you well on your way to quantitatively understanding how your brand loyalty efforts are paying off.

Final words

We've covered a lot of ground looking at the top ways your business can foster customer loyalty without needing a points-based program.

While you don't need to implement all of these at the same time, we recommend trialing out at least a couple of these methods and seeing what sticks. Most importantly, this shouldn't be a "set it and forget it" approach. You need to stay attuned to the feedback received and stay in the know on industry best practices. This way, you'll be ahead of the curve and continually improve customer loyalty. 

If you're looking to create an omnichannel loyalty program that offers real value, Marsello has you covered.  From SMS and email marketing to loyalty and referral programs, Marsello can help you from start to finish.

Speak to an expert today.



Need help? Get advice from a loyalty expert and start driving repeat sales.

Speak to an expert



Read more: 7 Steps To Building A Profitable Loyalty & Rewards Program

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    7 Best Loyalty Apps for Shopify in 2024

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    Choosing the best loyalty program app for your Shopify store isn't easy. In this blog, we review the 7 Best Loyalty Apps for Shopify, and how they can...

    Customer retention isn’t easy. Between your eCommerce and physical stores, social media, and various other touchpoints, customers can slip through the cracks.

    Shopify’s loyalty program apps make it easy to engage your customers with personalized rewards and incentives and ensure they stick around for the long term. But with so many loyalty apps to choose from, how do you know which one is right for your business?

    In this article, we’ll review the 7 Best Loyalty Apps for Shopify and how they can increase customer retention and boost sales for your store.



    What are the best loyalty apps for Shopify in 2024?


    1. Marsello (Top pick ✨)

    Marsello helps you reward customers with loyalty and marketing tools that work in-store and online. With Marsello, you can customize the appearance of your program to match the look and feel of your brand. It’s easy to set up rewards, discounts, points, VIP tiers, and more to gamify your customers’ shopping experience and encourage them to spend more.

    Marsello’s key point of difference is the ability to run your loyalty program seamlessly across your Shopify eCommerce and POS channels. This simplifies customer loyalty management and allows for a more seamless customer loyalty experience.

    Marsello’s loyalty tools also connect with its all-in-one marketing automation tools, helping you run more effective campaigns, from email to SMS, reviews, and more.


    Here are some popular ways to use Marsello:

      • Customize and launch a loyalty program that works in-store and online
      • Reward customers with personalized rewards, points, VIP tiers, and more
      • Sync sales from eCommerce and POS and link them to unique customer profiles
      • Use your customer insights to run smarter, personalized marketing campaigns
      • Manage all of your marketing from one app, email, SMS, automations, and more



    Marsello offers a 14-day free trial. Paid plans start from $125 USD/month, and are based on your customer database size and the number of eCommerce and POS sites connected.


    What merchants think about Marsello

    Merchants enjoy using Marsello for its user-friendly interface and powerful loyalty features. Marsello merchants have seen a boost in sales through its loyalty and rewards program, email, and SMS marketing features. Marsello’s marketing automation tools and cost-effectiveness are also highlighted, along with its responsive customer service team.

    Install on Shopify

    Recommended Loyalty App for Shopify
    Marsello helps you launch a world-class loyalty program that engages your customers and drives sales, no matter how they shop. Create rewards, points, VIP tiers, and more with ease.

    Start Free Trial


    2. Smile.io


    Smile.io offers easy-to-use loyalty and rewards tools to help you engage your shoppers, and turn first-time customers into forever customers. Over 125 million shoppers earn points through Smile. 

    With Smile, you can create your own loyalty and rewards program that increases sales and repeat purchases, saves on acquisition costs, and boosts brand loyalty. The best part is that creating a loyalty program with Smile only takes a few minutes—with no coding required.

    Smile offers simple management of your customers and loyalty data, and if you need help, you’re supported 24/7 by a team of loyalty experts to answer your questions.


    Here are some popular ways to use Smile:

      • Customize your loyalty widget and rewards launcher to match your brand aesthetic
      • Encourage repeat sales by allowing customers to earn points and rewards
      • Connect Smile with your email, review, and customer service apps
      • Nudge customers to continue shopping by reminding them of their points and rewards



    Smile is free to install. Their free plan allows up to 200 monthly orders and gives you access to all the basic loyalty features, including a points and referrals program, basic brand customization, default reward emails, and an analytics overview.


    What merchants think about Smile.io

    Shopify store owners appreciate this app for its easy setup and seamless integration with Shopify. Smile is praised for its loyalty points system, customizable rewards options, and VIP program features. Smile’s free plan is a good entry point for new businesses looking to increase customer loyalty. The free version is robust and easy to use.


    3. LoyaltyLion


    LoyaltyLion helps Shopify brands boost retention and increase customer engagement with a loyalty program that goes beyond points and rewards.

    The popular loyalty app helps you incentivize brand engagement and motivate repeat purchases by offering loyalty points and rewards to customers who engage with your business.


    Here are some popular ways to use LoyaltyLion:

      • Reward positive onsite behavior with customizable points and gifts
      • Increase brand advocacy by rewarding customer referrals
      • Deliver points and rewards through email and on-store notifications
      • Tailor how your loyalty program appears on your Shopify eCommerce site
      • Integrate with email providers, subscription partners, reward platforms, and more



    LoyaltyLion offers a free plan that gives you access to basic loyalty features, unlimited members, and up to 800 monthly orders. Paid plans start from $156 USD/month.


    What merchants think about LoyaltyLion

    Merchants highly recommend LoyaltyLion due to its seamless integration, customizable features, and user-friendly interface. LoyaltyLion is praised for its exceptional customer service, and merchants appreciate the app’s detailed analytics, and easy migration from other loyalty apps.


    4. Joy: Loyalty & Rewards Program


    Joy is a user-friendly loyalty solution designed to keep your customers around with advanced loyalty programs and rewards features. It’s designed to help Shopify stores effectively convert their shoppers into loyal customers with the help of rewarding points.

    The app has a variety of features that allow store owners to manage the earning and spending of loyalty points flexibly. All of Joy’s loyalty features come in a user-friendly and no-code-required platform that’s supported by 24/7 customer support.


    Here are some popular ways to use Joy:

      • Reward customers for signing up, placing orders, leaving reviews, and more
      • Manage your customer tiers, points, and missions with export and import data
      • Run campaigns with built-in email notifications and automations
      • Leverage your store’s point-of-sale data to run more effective loyalty campaigns
      • Engage your customers without slowing down your shop’s loading speeds



    Joy offers a free plan, limited to 250 orders per month. You can enable points-earning options for customers who sign up and place an order. Paid plans start from $29 USD/month.


    What merchants think about Joy

    Merchants love Joy for its diverse loyalty features such as rewards programs and referral options, and low impact on your shop’s loading speeds. The customer service team is highly praised, and merchants find the pricing reasonable and appreciate its integration with POS. The tool is regarded as a valuable tool for growing a store’s database and social following.


    5. Yotpo: Loyalty & Rewards


    Yotpo’s eCommerce retention marketing platform helps Shopify brands drive repeat sales with connected solutions for loyalty, email, SMS, reviews, and more. With Yotpo, you can build a customizable, retention-driving loyalty program that offers more than just rewards.

    Yotpo’s agile loyalty tools empower store owners to launch a loyalty program quickly and iterate endlessly — with no developer work required. The platform’s out-of-the-box campaigns help you drive repeat sales from the get-go.


    Here are some popular ways to use Yotpo:

      • Customize, launch, and manage your loyalty program with no coding required
      • Monitor your loyalty and referral program data, from ROI to customer LTV, and more
      • Increase repeat sales and customer engagement with diverse rewards and tiers
      • Create a seamless marketing experience by integrating Yotpo’s marketing products



    Yotpo is free to install, with a free plan available to stores with fewer than 100 monthly orders. Paid plans start from $199 USD/month and provide your customers with more ways to earn.


    What merchants think about Yotpo

    Yotpo is highly recommended for its seamless Shopify integration. The platform helps users effortlessly boost business with features like email reminders for points-earning, and reward redemption options. The customer service, especially the live chat is appreciated, and the app’s customization capabilities are also appreciated.


    6. Stamped Loyalty & Referrals


    Stamped Loyalty helps Shopify brands maximize customer loyalty with a customized loyalty program, VIP tiers, and referrals. The platform works as a stand-alone product, but can also be integrated with Stamped’s integration reviews and ratings product to create a full suite of customer tools.

    Stamped helps brands deliver immediate value to their customers through a personalized loyalty experience. Their platform helps you increase average order value and maximize customer lifetime value through AI-powered points and rewards, VIP tiers, and referral solutions.


    Here are some popular ways to use Stamped:

      • Drive engagement with points-based campaigns that motivate customers to shop
      • Reward and incentivize customers to share your brand with their friends
      • Deliver a fully customized on-brand loyalty program and experience
      • Create exciting VIP tiers and perks to recognize your best customers


    Stamped Pricing

    Stamped offers a free plan. Paid plans start from $59 USD/month, however, by signing up for Stamped’s 12-month plan, you can save 17% off your subscription costs.


    What merchants think about Stamped

    Merchants love using Stamped for its intuitive loyalty integration with Shopify, along with its advanced customization features and helpful customer support team. Despite some instances where glitches and shortages in real-time assistance occur, the overall sentiment remains positive, with Shopify store owners taking pleasure in migrating from other app alternatives.


    7. Rise.ai


    Rise is the go-to gift cards and store credits app for Shopify stores. The app is designed to manage all your brand’s re-engagement activity, from gift cards to referrals, rewards, and refund management.

    Rise helps you establish an intuitive rewards program with flexible, automated store credit flows that strengthen your customer relationships and increase customer lifetime value.

    Rise’s customer service team is excellent and has proven to go above and beyond to help customers get the most out of their products and deliver success.


    Here are some popular ways to use Rise.ai

      • Trigger and create store credit rewards based on customer activity
      • Issue gift card refunds and offer store credit for returns
      • Launch a loyalty program that encourages store credit accumulation
      • Remind customers of their gift cards with scheduling and sending options



    Rise’s starter plan starts from $19.99 USD/month and gives you access to essential store credit and gift card features, limited to 100 monthly store orders.


    What merchants think about Rise.ai

    Merchants appreciate the app for its gift cards, rewards programs, and store credit issuance. The app has high customizability and works seamlessly with Shopify and Klaviyo, helping you run more effective campaigns. The app has been instrumental for many Shopify stores wanting to increase sales and attraction, with its gift card scheduling and automation tools being a stand-out feature.



    So, which loyalty app should I install?

    Shopify’s loyalty apps make it easy for store owners to engage customers and drive long-term brand loyalty.

    The best loyalty programs are ones that make customers feel seen and valued, regardless of how they shop. In this context, Marsello’s seamless integration with Shopify eCommerce and POS allows store owners to nurture customers and manage loyalty and order data across multiple channels.

    By centralizing your in-store and online customer data, you can get a complete view of your customers, helping you optimize your loyalty program and run more targeted and timely campaigns that drive sales for your Shopify store.

    Recommended Loyalty App for Shopify

    Marsello helps you launch a world-class loyalty program that engages your customers and drives sales, no matter how they shop. Create rewards, points, VIP tiers, and more with ease.

    Start Free Trial

    9 Best WooCommerce Plugins & Extensions To Grow Your Store in 2023

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    With over 800 plugins listed in the WooCommerce extension marketplace, it can be overwhelming to choose. Here are 9 plugins to grow your WooCommerce store.

    With over 800 plugins listed in the WooCommerce extension marketplace, it can be overwhelming to choose which ones to use. That's why we've compiled a list of the 9 best plugins to help you grow your WooCommerce store.

    From boosting sales and customer loyalty to improving the user experience and site performance, these plugins can help take your store to the next level in 2023.

    1. Marsello: Seamless In-store & Online Loyalty
    2. Klaviyo: Email & Text Marketing
    3. Zapier for WooCommerce
    4. WooCommerce Product Table
    5. Google Product Feed for WooCommerce
    6. LiveChat for WooCommerce
    7. Tiered Pricing Table for WooCommerce
    8. WooCommerce Wishlists
    9. Back In Stock Notifications


    9 Best WooCommerce Apps to Grow Your eCommerce Store in 2023.


    1. Marsello for WooCommerce: Seamless in-store & online loyalty

    Marsello is the best loyalty app for WooCommerce ecommerce stores

    Know your customer, no matter how they shop. Marsello is the only loyalty platform that integrates with a range of POS apps. This means you can track every sale, in-store or online, to a customer profile.

    Then, turn this 360-degree data into revenue with personalized campaigns and incentives to drive repeat sales—all with one smart loyalty marketing app.

    How it can help drive sales:

    • With a loyalty program in place, customers are more likely to return to your store and make repeat purchases in order to earn rewards.
    • Tiered rewards incentivize customers to spend more in order to reach new ‘levels’ in your loyalty program.
    • By connecting your in-store sales data and WooCommerce sales to Marsello, you’ll get deeper insights into customer behavior and preferences, allowing you to optimize your marketing and maximize sales.

    From $100/month

    Start a free trial

    Recommended Loyalty Plugin for WooCommerce
    Marsello is the best loyalty platform for WooCommerce retailers who sell in-store and online. With integrated loyalty, you'll know your customer better than ever, and keep them coming back.

    Start free trial


    2. Klaviyo: Email & Text Marketing for Ecommerce


    A unified customer platform for email, SMS, and more. Klaviyo helps you convert data into personalized customer conversions with smart campaigns and automations. Whether you’re sending a drip campaign, a transactional email, or a special holiday campaign, ultra-relevant content can help you boost engagement—and earn more revenue.

    How it can help drive sales:

    • Personalized messages such as abandoned cart reminders, product recommendations, and post-purchase follow-ups can help you increase conversions.
    • The plugin allows you to sync your customer and order data and create more personalized and targeted campaigns.
    • Automation tools such as follow-up emails can help you automate your marketing workflows and drive more sales.

    Pricing: From $0/month (pricing scales with your business)

    View on the WooCommerce Marketplace


    3. Zapier for WooCommerce


    Zapier enables you to connect your WooCommerce store to over 2,000 apps, automating tasks such as order processing, customer data management, and shipping notifications.

    How it helps you drive sales:

    • You can create custom workflows based on triggers and actions, such as sending a discount code to a customer who abandons their cart or adding a customer to a specific email list when they make a purchase.
    • Automated workflows can help you increase conversions and drive more sales.

    Pricing: $59/annum

    View on the WooCommerce Marketplace


    4. WooCommerce Product Table


    The WooCommerce Product Table plugin displays products in a table format, allowing customers to view multiple products at once and compare them side by side.

    How it can help drive sales:

    • Customers can filter and sort products based on various criteria, making it easier for them to find what they are looking for and reducing the likelihood of them leaving your store without making a purchase.
    • The plugin is mobile-friendly and responsive, providing a seamless shopping experience for customers on all devices. Using the WooCommerce Product Table plugin can enhance the user experience on your store, increase conversions, and drive more sales.

    Paid plans start from $59/month.

    View in the WooCommerce Marketplace


    5. Google Product Feed for WooCommerce

    Google Product Feed

    This plugin creates a product feed for your WooCommerce store that can be used to advertise your products on Google Shopping, allowing you to reach a broader audience and increase sales.

    How it can help drive sales:

    • This plugin can be used to increase your visibility and drive more traffic to your store.
    • It ensures that your product data is accurate, complete, and relevant, which Google favors.
    • You can easily manage your product listings and make changes to your data as needed.
    • You can tap into a large audience of potential customers who are actively searching for products online.


    View listing in WooCommerce Marketplace


    6. LiveChat for WooCommerce

    Live chat

    LiveChat provides real-time customer support and engagement through live chat, improving customer satisfaction and retention.

    How it can help drive sales:

    • Live chat support provides immediate and personalized support to customers, which can increase customer satisfaction and ultimately drive more sales and repeat business.

    From $20/month.

    View in WooCommerce Marketplace


    7. Tiered Pricing Table For WooCommerce

    tiered pricing table

    Easily set up individual pricing for various quantity ranges, and your customers can see instantly how the price for one item changes depending on the quantity they have chosen.

    How it can help drive sales:

    • The plugin allows you to offer bulk discounts to customers who purchase larger quantities of your products.
    • By offering these discounts, you can incentivize customers to purchase more products from your store, which will increase your sales and revenue.


    View in WooCommerce Marketplace


    8. WooCommerce Wishlists


    This plugin enables your customers to create and manage wishlists on your WooCommerce store, increasing engagement and encouraging customers to return to your store to make a purchase.

    How it can help drive sales:

    • When a customer creates a wishlist on your site, they are more likely to return to your store to purchase the items they have saved.
    • By allowing customers to share their wishlists with friends and family, your products get more visibility and can attract new customers to your store.


    View on WooCommerce Marketplace


    9. Back In Stock Notifications

    back in stock

    The Back In Stock Notifications plugin allows customers to sign up for alerts when a product they are interested in is back in stock. This can help you gauge demand for out-of-stock products and drive sales when those products become available again.

    How it can help drive sales:

    • By providing customers with the ability to receive notifications when a product they want is back in stock, you can increase the likelihood of them making a purchase and help prevent them from going to a competitor.
    • The plugin integrates with popular email marketing platforms such as Klaviyo, allowing you to easily send targeted emails to customers who have expressed interest in specific products.
    • By providing customers with a way to receive notifications when a product is back in stock, you can build stronger relationships with them and encourage repeat business.


    View on the WooCommerce Marketplace


    So, which WooCommerce plugins should I install?

    Whether you're a new eCommerce entrepreneur or an established WooCommerce store owner, you'll want to take advantage of the many great apps the WooCommerce Marketplace has to offer.

    Before you start your Marketplace search, we suggest you take a moment to reflect on your business goals and needs. Ask yourself these simple questions:

    1. What challenges am I facing as a WooCommerce business?
    2. What specific tools do I need to address my problems?
    3. What does my ideal state look like, and will this plugin help me get there?
    4. Does this app have what I need, what is the cost, and am I willing to pay for it?

    By answering these questions, you'll gain a clearer understanding of your business objectives, and it will become easy to choose the plugins that align best with your goals.

    Remember, with the right tools at your disposal, you'll be poised for success and ready to take your WooCommerce store to new heights. Best of luck with your search!

    Next read: 7 Steps To A Profitable Loyalty & Rewards Program

    Seamless in-store & online loyalty for WooCommerce
    Marsello is the best loyalty platform for WooCommerce retailers who sell in-store and online. With integrated loyalty, you'll know your customer better than ever, and keep them coming back.

    Start free trial

    11 Best Shopify Apps to Grow Your Store in 2024

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    With thousands of apps in the Shopify App Store, it can be overwhelming to pick the one that's right for your business. Here are the 11 best Shopify apps...

    The Shopify App Store holds the key to transforming your operations and unlocking revenue growth for your business. But, with thousands of apps to choose from, it can be overwhelming to choose which apps are the right fit for your store.

    To help you get started, we’ve compiled a list of the 11 best Shopify apps to grow your business in 2024.

    1. Keeper—Recover Abandoned Carts
    2. Shopify Flow
    3. Marsello: Loyalty, Email & SMS
    4. Loop Returns & Exchanges
    5. PageFly Landing Page Builder
    6. Stamped Product Reviews & UGC
    7. Booster: Page Speed Optimizer
    8. Appstle Subscriptions
    9. Peek! Better Replay & Survey
    10. Easyship - All in one Shipping
    11. Klaviyo: Email Marketing & SMS


    11 Best Shopify Apps to Grow Your eCommerce Store in 2024.


    1. Keeper—Recover Abandoned Carts


    According to the Baymard Institute, the average abandoned cart rate in 2022 was 69.99%. That means that for every 100 people that visit your online store, almost 70 of them will never make it to checkout—that’s a lot of potential revenue you’re missing out on. 

    Keeper is a one-click install Shopify app designed to recover abandoned carts and increase your store’s revenue automatically in the background. When customers log in across multiple devices they will find their abandoned shopping cart waiting for them, ready to complete their order. This makes it easy for them to pick up where they left off, resulting in more sales for your Shopify store.

    Key benefits:

    • Automatically prompt users to complete their orders.
    • Remember customers’ shopping carts across their devices.
    • Merge previously abandoned carts with current ones and drive more sales.
    • Reduce your abandoned cart rates and drive more sales.

    Pricing: Free

    Shopify Review | CHIC 414 Boutique

    “SO helpful for regaining sales and reminding our clients that they have abandoned their shopping carts. We have definitely seen an increase in our sales.”


    2. Shopify Flow


    Shopify Flow helps automate processes that solve unique challenges eCommerce store owners face. With Flow, you can easily build custom workflows to solve specific challenges and tasks that would otherwise burn precious time and resources.

    Flow is a powerful but simple automation tool. You can quickly customize unique triggers and conditions to create advanced workflows that run on autopilot, all without needing prior developer knowledge. 

    Key Benefits:

    • Create custom workflows and automate processes to streamline your operations
    • Save time by turning repetitive, time-consuming tasks into automatic workflows
    • Simple to set up: Automate workflows in a few clicks and get back to business

    Pricing: Free

    Shopify Review | Landyachtz Skateboards

    “In my opinion Flow is the single most valuable aspect of Shopify Plus! The biggest limitation of Flow is your imagination and the things I've been able to automate have been game-changers for our operations. One aspect I never expected was how effective Flow is in helping me build safety nets and redundancies for problems that would go unseen without it. Probably my favourite app.”


    3. Marsello


    Marsello is a seamless loyalty and marketing platform that helps Shopify brands drive repeat sales and engage customers, no matter how they shop. It offers a variety of marketing features, including loyalty programs, email and SMS campaigns, automations, social media management, and more.

    One of Marsello's key strengths is its omnichannel loyalty solution, which allows Shopify brands to run a seamless loyalty program across their eCommerce and brick-and-mortar channels—simplifying your customer loyalty management and improving customer experience.

    The platform's eCommerce and POS connection helps brands unify their customer data, making it easy to understand how your customers shop, and providing powerful data that can be used to run more effective marketing campaigns.

    Key benefits:

    • Run a seamless loyalty program across your in-store and online channels.
    • Save money on subscription fees by consolidating all your apps into one.
    • Get a complete view of your customer, and harness that data for smarter campaigns.
    • Incentivize customers to come back more frequently, and spend more when they visit.

    Pricing: Free plan available. Paid plans start from $135/month

    Customer Review | LEGO® Certified Stores

    “Marsello made the most sense as it offers a single loyalty program that extends to customers online and in-store. We have many customers that shop with us in both channels and expect a seamless loyalty and marketing experience.”

    Recommended app for Shopify stores
    Drive repeat sales with a loyalty program that works in-store and online.

    View on Shopify



    4. Loop Returns & Exchanges


    Loop is a returns app that aims to simplify and automate returns, exchanges, and store credit processes for brands. With the global economy facing a potential recession in 2023, retaining customers and cutting costs are more important than ever.

    With Loop, you can analyse your customer interactions from a cost-saving lens, helping you to identify opportunities for revenue retention, and nurturing your customers through their most fragile interactions with your store. Control how and when returns get approved, optimize costs, prevent losses of returned products and retain more revenue with ease.

    Key benefits:

    • Retain customers through fragile interactions with your brand and optimize costs.
    • Save time and automatically control how and when returns and exchanges get approved.
    • Reduce refunds and negative reviews, and drive repeat purchases from happy customers.

    Pricing: Paid plans start from $59/month.

    Shopify Review | Mediclio

    “Love that this app continues to keep customers and merchants comfort in mind. They continue to vamp up the features so that returns and exchanges process can run as smoothly as possible…”


    5. PageFly Landing Page Builder


    Running a successful eCommerce store requires regularly creating and optimizing landing pages that help turn traffic into revenue. With PageFly, you can drag and drop your way to high-converting landing pages that engage shoppers and grow revenue for your business.

    PageFly helps bring your website pages to life with intuitive page-building features and pre-made elements that help you design your storefront how you want it. With its user-friendly interface and pre-built elements, it offers a convenient solution for new Shopify store owners looking to improve their performance.

    Key benefits:

    • Simple drag-and-drop landing page builders that help create pages that convert.
    • Build landing pages with or without code.
    • Suitable to build pages of any type and on any device.

    Pricing: Free plan available. Paid plans start from $24/month.

    Shopify Review | The Sustainable Watch Company

    “Really easy to use, similar to the Shopify page builder. Really knowledgeable, helpful support and after-sales service.”


    6. Stamped Product Reviews & UGC


    When a customer has a positive interaction with your brand they’re more likely to tell other people about you.

    With Stamped, you can encourage customers to leave reviews after positive experiences with your brand, then use those reviews to improve your online reputation and stand out from the crowd.

    Key benefits:

    • Collect and showcase product reviews to build trust and transparency.
    • Improve your website’s SEO and Google Shopping rankings.
    • Gain deeper insights into what your customers think about your service.
    • Use reviews to promote your business and drive more sales via your store.

    Pricing: Free plan available. Paid plans start from $25/month.

    Shopify Customer Review, Seed Cycle Brand

    “Stamped Product Reviews is a great app if you want a more minimalist and stylish review app. Their support and technology upgrades are great also!”


    7. Booster: Page Speed Optimizer


    Page load speeds are everything when it comes to conversion. According to Hubspot, website conversion rates drop by an average of 4.42% which each additional second of load time. 

    Booster helps your eCommerce stores prevent lost sales by making your Shopify store pages feel like they load almost instantly. With Booster, you can pre-load landing pages and increase your website performance without needing any code.

    Key benefits:

    • Improve your store’s load speeds on desktop and mobile.
    • Reduce bounce rates and improve your chances of conversion with faster loading times.
    • Pre-load landing pages in the background when a customer hovers over a website link.

    Pricing: Free

    Shopify Customer Review, Zael Findings

    “Very friendly customer service quick to respond and if you are ever looking for a service to get a speed boost I highly recommend for you to check it out.”


    8. Appstle Subscriptions


    Subscription-based selling provides a consistent, predictable revenue stream from your best customers. If you're running a subscription-based business model, then Appstle Subscriptions is the perfect solution for managing orders and driving repeat purchases.

    The app makes it easy to choose and manage subscriptions via the Shopify checkout page and encourages customers to spend more with personalized product offers, up-selling and product bundling. This helps increase customer engagement and provides reliable, recurring revenue.

    Key benefits:

    • Provide subscription plans for customers during their checkout process in Shopify.
    • Allow customers to manage their subscriptions and skip, reschedule or edit deliveries.
    • Drive consistent revenue from customers and up-sell personalized offers and bundles.

    Free to install. Paid plans start from $10/month.

    Shopify Customer Review, Friendly Soap

    “This app works like a dream. It’s really popular with our customers and the support team are very responsive and helpful. Highly recommend.”


    9. Peek! Better Replay & Survey


    Ever wonder why customers aren't converting on your website? If you do, then Better Replay can help. With free session recording and playback options, Better Replay allows you to observe how visitors interact with your site. 

    Boasting a 4.7-star rating on the Shopify App Store, Better Replay eliminates the uncertainty of why your pages aren't converting, helping you enhance your user experience and increasing conversions.

    Key benefits:

    • Learn how your visitors interact with your website with session recordings.
    • No more guesswork. See exactly why your landing pages aren’t converting to sales.
    • Gain insights into customer behavior and improve your website conversions.

    Free. Paid plans start from $29/month.

    Shopify Customer Review, Smaller Living

    “I recommend gaining knowledge of what leads to a bounce rate. You can review live sessions, and it shows where you are losing customers.”


    10. Easyship - All in one Shipping


    Online shoppers have extremely high expectations when it comes to shipping times and order management. According to a Retail Dive study, 62% of shoppers expect to receive their shipping orders to arrive in less than 3 days. 

    Easyship is an all-in-one shipping management platform that helps Shopify businesses manage their shipping operations and save time and money. The app helps customers easily compare costs and delivery times with dynamic rates during the checkout process. It helps you create a tailored shopping experience and requires little effort so you can focus on growing your business.

    Pricing: Free plan available. Paid plans start from $29/month.

    Shopify Customer Review, Mokuyobi

    “I use this app to help fulfill our orders efficiently. It has worked great in the 3+ months that I have been working where I currently am. So far I have not had any real issues with Easyship.”


    11. Klaviyo


    In the world of eCommerce and retail, customer relationships are everything. Klaviyo is a unified customer marketing platform that revolutionizes the way you connect with your customers, helping you build profitable relationships with intuitive features like email marketing, SMS, automations, forms, and reviews.

    Klaviyo's intelligent marketing automation features make it easy to earn more revenue without resorting to ineffective batching and blasting. The well-known Shopify app delivers unmatched speed and time-to-value, empowering you with best-practice marketing templates that are ready to go live from the start.

    Key benefits:

    • Deliver tailored experiences to each customer, increasing the ROI of your email marketing.
    • Save time and effort with automated workflows that nurture leads and engage customers.
    • Leverage your customer data and analytics to make informed decisions that drive growth.

    Did you know? You can integrate Klaviyo's advanced customer marketing features with Marsello's loyalty software to create advanced customer segments that can be leveraged to craft highly-personalized campaigns that engage customers and grow revenue.

    Learn more about Klaviyo and Marsello's integration.

    Pricing: Free to install. Paid plans start from $30/month.

    Shopify Customer Review, Wingback

    "Klaviyo provides vastly superior data on every customer, every automation, and every campaign, helping us make better decisions and drive greater ROI each month. The support guides are really comprehensive, their team is always quick to provide guidance and the platform is constantly improving."


    So, which Shopify apps should I install?

    Whether you're a new eCommerce entrepreneur or an established Shopify store owner, you'll want to take advantage of the many great apps the Shopify App Store has to offer. From all-in-one marketing solutions to shipping and customer service apps, Shopify has something for everyone.

    But the truth is, there's no one-size-fits-all solution for Shopify stores. Each business is unique and faces its own set of challenges, but with the right app, you can overcome these challenges and achieve success.

    Before you start your app store search, we suggest you take a moment to reflect on your business goals and needs. Ask yourself these simple questions:

    1. What challenges am I facing as a Shopify business?
    2. What specific tools do I need to address my problems?
    3. What does my ideal state look like, and will this app help me get there?
    4. Does this app have what I need, what is the cost, and am I willing to pay for it?

    By answering these questions, you'll gain a clearer understanding of your business objectives, and it will become easy to choose the apps that align best with your goals.

    Remember, with the right tools at your disposal, you'll be poised for success and ready to take your Shopify store to new heights. Best of luck with your app store search!

    Next read: 7 Steps To A Profitable Loyalty & Rewards Program

    Recommended marketing app for Shopify
    Drive repeat sales with a loyalty program that works in-store and online. Marsello has everything you need to grow your store's revenue.

    View on Shopify

    Top Marketing Statistics For Retail & Hospitality 2022

    ClockIcon  READ
    We've compiled this handy reference list of retail and hospitality marketing statistics. This list will be updated on a regular basis.

    Top marketing statistics for retail and hospitality businesses 👇

    We've compiled this handy reference list of retail and hospitality marketing statistics. This list will be updated on a regular basis.



    Quick Links:



    Sales & shopping habits

    Here are some of the top trends and insights into consumer behavior in 2022.

    • The average shopping cart abandonment rate is 69.23% (Baymard Institute, 2022).

    • In an analysis of over 60 million consumer purchases, Marsello found that 25% of all orders come from the top 2% of customers (Marsello, forthcoming).

    • According to research by BIA/Kelsey and Manta, regular customers spend 67% more per order than one-off or infrequent customers (BIA/Kelsey & Manta)


    Social media statistics

    • Customers report spending 20%–40% more money on brands that have interacted with them on social media (OptinMonster, 2022).

    • Industry data shows that 55% of social media users ages 18 to 24 have purchased something through a social channel (Influencer Marketing Hub, 2022).

    • There were 4.26 billion active social media users across the globe in 2021. This is forecast to increase to 5.85 billion by 2027 (Statista, 2022).

    • 77% of Millennials report making a purchase either online or in-store after seeing a product on Facebook (OptinMonster, 2022).


    Loyalty statistics

    Loyalty marketing is a marketing strategy that retailers of all sizes use to increase the lifetime value of their customers through incentivizing and rewarding repeat purchasing.

    Watch: Loyalty Marketing Masterclass

    • According to Marketing Metrics (2011), the probability of selling to an existing customer is up to 14 times higher than the probability of selling to a new customer.

    • When your customers feel rewarded for their purchases, they can spend more, more frequently, and even purchase products at a slightly higher price than they might be at a competitor (KPMG, 2019).

    • 60% of consumers will buy from a store with slightly higher prices if they will earn a loyalty program reward (KPMG, 2017).

    • More than 65% of customers admitted making special trip to redeem a free gift from a loyalty program (KPMG, 2017).

    • 75% of consumers would give “rave reviews” to a loyalty program they’re involved in (KPMG, 2017).

    • Existing customers are 50% more likely to try new products and spend 31% more, on average, compared to new customers (Crazyegg/Neil Patel, 2018).

    • Retailers can also send more frequent messages to those who are loyal brand followers (although you’ll see your best engagement if you don’t send more than five emails per week) (GetResponse, 2021).

    • According to the 2018 Bond Brand Loyalty Report:
      • 77% of consumers say they are likely to stay with a brand that has a loyalty program.
      • 70% of consumers are more likely to recommend a brand with a good loyalty program.
      • 63% of consumers say they're prepared to modify their spending habits in order to maximize the benefits of a loyalty program.


    All your marketing, in one place.
    Manage all your marketing campaigns in Marsello. Drive repeat sales with loyalty, send email & SMS campaigns, set up automations, and more. Then track the impact of your marketing on sales.

    Start free trial


    Segmentation statistics

    Customer segmentation is the process of dividing customers into groups, allowing retailers to do more targeted and effective marketing. Segmentation is an antidote to low database engagement and declining email open rates. 

    • 78% of marketers reported segmentation as their most effective email marketing strategy (Hubspot, 2022).

    • In retail, automated emails see a 326.1% higher click rate than manually-sent emails, indicating 4x higher engagement and purchase intent (Epsilon, 2019).

    SMS marketing statistics

    When used in the right context, SMS remains one of the most powerful marketing tactics on the block.


    Pro-tip: Get even more personalized and use merge tags in your SMS campaigns—include loyalty points balance, first name and more.

    Marketing automation statistics

    With marketing automation, you can reach the right customers, with the right message at the right time.

    • Automated emails, triggered by a customer action, get 8 times more opens than manual, bulk emails (Experian)

    Read more: 4 simple marketing automations for easy revenue wins 


    All your marketing, in one place.
    Manage all your marketing campaigns in Marsello. Drive repeat sales with loyalty, send email & SMS campaigns, set up automations, and more. Then track the impact of your marketing on sales.

    Start free trial


    Customer experience statistics

    Send exclusive Black Friday deals and offers to your existing customers. Rubber Monkey sent customers an extra $10 voucher to use over and above their Black Friday purchases.

    Referral & word-of-mouth statistics

    Referral programs reward existing customers for introducing friends, family or colleagues to your brand. They work by offering incentives such as points, discounts, or other rewards in return.

    • People are as much as 4x more likely to buy when referred by a friend.

    Read more: Ways to provide incentives for customer referrals


    Marsello: All your marketing, in one place.

    • Send email and SMS campaigns 
    • Create set-and-forget marketing automations
    • Schedule social posts 
    • Track the impact of your campaigns on revenue
    • Build and grow your customer database

    Start free trial


    Top 8 Marketing Hacks For Black Friday/Cyber Monday Campaigns

    ClockIcon  READ
    Here are the Top 8 Black Friday & Cyber Monday marketing strategies that big-box retailers use — and don’t want you to know.

    BFCM marketing hacks big-box retailers don’t want you to know 👇

    Black Friday is creeping up fast. But while we’re still a decent way out, here are 8 of the best marketing tips you should be considering in your campaign planning.

    These strategies are used by some of the world’s biggest and most successful retailers; however, they’re all actually incredibly simple. Some of these tactics can even wait until the last minute (if you’re “deadline driven” like I am!) and they’ll still be high impact.



    Quick Links:


    Run pre-Black Friday sales

    Black Friday is BIG. It has global awareness, with merchants participating in countries in and outside of Canada and the US (even those that don’t recognize Thanksgiving). Needless to say, it’s on everyone’s minds for months in the lead up.

    So—why not run sales before the actual day? Savvy retailers are using this strategy to capitalize on the hype without shouting in the crowd at peak time.

    For example, Rubber Monkey, a technology retailer, runs a VIP Black Friday “Countdown Campaign” with several pre-Black Friday sales ahead of the big date.


    Rubber Monkey’s lead-up campaign emails included dates for not one, not two but THREE separate Black Friday sale dates.

    Alternatively, in lieu of running a multi-stage sale, simply send Black Friday / Cyber Monday previews. Tease your database, give them a sneak peek of what’s around the corner, and build hype.

    You can also include a Google Calendar or Outlook Calendar invite, so your subscribers have your sale top of mind and receive automated reminders directly from their calendar app.


    Segment your database for personalized deals

    A blast to all customers is not always an effective marketing strategy. Instead, segment your database by type of products purchased. For example, if you’re a technology retailer, you could create segments for “Photographers”—people who most frequently buy photography equipment.

    Send targeted Black Friday or Cyber Monday campaign emails and SMS messages to those segments, adding only products from their preferred category. Of course, you can add a “See All Deals” call-to-action below your product blocks to pull in more general interest to the broader sale categories.

    For higher impact, start strong with a personalized subject line:
    “Alice, get 60% off everything photography! 🤑📸”


    I love how this Cyber Monday email jumps straight into product collections from the category I’m most interested in: photography.


    All your Black Friday marketing. In one place.
    Manage all your Black Friday and Cyber Monday campaigns in Marsello. Schedule social posts, emails, SMS campaigns and more. Then track the impact of your marketing on sales.

    Start free trial

    Add urgency with a countdown timer

    Ah, the old FOMO trick. Let your subscribers know when your sales start, so they don’t miss a deal. Using a dynamic, live countdown timer in your emails will capture visual interest, and drive urgent action.


    Drag-and-drop the countdown timer into your campaigns with Marsello’s email builder. You can customize your timer to match your brand and campaign specs. I also love how this email uses a ‘Wishlist’ call-to-action—getting subscribers engaged with the sale in advance.

    Leverage the 98% deliverability of SMS

    Did you know…

    • 75% of consumers want to receive text messages with special offers
    • 90% of SMS messages opened within three minutes of being received

    Scott Home Delivery uses SMS for their Black Friday campaigns, with incredible results. Some of their campaigns see up to a 26% click rate—much higher than the average email click rate (around 3%).


    When used in the right context, SMS remains one of the most powerful marketing tactics on the block. The key? It’s really not rocket science: it all comes down to following the tried-and-true recipe for success:

    • There’s one clear offer (50% off)
    • Urgency (Only a few days left!)
    • A CTA and link to drive conversions
    • And there are instructions for how to opt out (a necessary inclusion)

    Pro-tip: Get even more personalized and use merge tags in your SMS campaigns—include loyalty points balance, first name and more.

    Send product recommendations with a discount code

    You don’t have to discount specific products, but you could offer a discount code. That way, you can send an email with product recommendations to your customer database, and offer a discount code so they can go and spend it on the products you know they’ll love. 

    Marsello’s product recommendation algorithm uses the same model as Amazon. We use customer purchase data to determine which products they’re most likely to be interested in buying next.

    You can drag-and-drop this pre-built block into any of your Black Friday campaign emails. Beyond that, we recommend using this feature in all kinds of email campaigns!


    Here, we show how you can drop the block into an automated Happy Birthday email using Marsello’s super easy email campaign builder.

    All your Black Friday marketing. In one place.
    Manage all your Black Friday and Cyber Monday campaigns in Marsello. Schedule social posts, emails, SMS campaigns and more. Then track the impact of your marketing on sales.

    Start free trial


    Run VIP offers to your existing customers

    Send exclusive Black Friday deals and offers to your existing customers. Rubber Monkey sent customers an extra $10 voucher to use over and above their Black Friday purchases.


    Rubber Monkey’s additional VIP Black Friday offer to their email subscribers.

    Set up automated Abandoned Cart reminders

    Don’t let those Black Friday deals sit idly in customer carts. Use marketing automation to set up automatic abandoned cart reminders. Use triggers to set up a delay—around one hour is usually about right for a one-day sale, but you can test what works best with your customer database.


    Take a look at Ozzie Collectables’ Abandoned Cart campaign, for example. This series of three emails has an overall conversion rate of 28%. In fact, automated email flows alone are generating 38% of their total revenue.


    Marsello has a collection of pre-built email templates you can add to your Abandoned Cart flows. You can even tweak your flows in the days around Black Friday / Cyber Monday to include more relevant, urgent messages.


    All your Black Friday marketing. In one place.
    Manage all your Black Friday and Cyber Monday campaigns in Marsello. Schedule social posts, emails, SMS campaigns and more. Then track the impact of your marketing on sales.

    Start free trial


    Last but not least, build your customer database!

    Think bigger than Black Friday. Collect customer details over these heavy traffic periods to build your list of re-marketable customers.

    According to the Pareto principle, around 80% of a business’s profits come from just 20% of its customers. That means regular customers, who buy from you again and again, are worth A LOT to your business. And they’re cheaper to market to as well.

    The other 80% of your customers only make up the remaining 20% of your profits. These customers include your one-time shoppers, infrequent visitors, and any other more casual consumers.

    It’s more expensive to acquire new customers to retain them, so make the most of your campaign spend and continue selling to Black Friday participants long after November has been and gone.

    Read next: Social media planning for BFCM - 7 Best Practices to Implement


    Marsello: All your Black Friday marketing, in one place.

    • Send email and SMS campaigns to customers
    • Create set-and-forget marketing automations
    • Schedule social posts and track sales
    • Track the direct impact of all your marketing on revenue
    • Build a customer database

    Start free trial


    Cutting Costs? 3 Marketing Strategies You Can’t Afford To Drop In A Recession

    ClockIcon  READ
    Marsello CEO Brent Spicer discusses the state of the global economy, and how a market slowdown presents opportunities for independent businesses.

    We talked to Marsello CEO Brent Spicer about the state of the global economy, and how a market slowdown presents opportunities for independent businesses.

    Merchants, particularly small business owners, want to know: what will a recession mean for my business?

    There’s no doubt about it—the economy is very volatile at the moment. We’re feeling the effects of this through high inflation.

    The rise has been in large part driven by pent-up consumer demand after the pandemic and supply chain issues caused by China’s lockdowns and the Russian invasion of Ukraine.

    “These events have caused global inflation rates to spike,” Marsello CEO Brent Spicer explains. “Central banks worldwide have a singular objective at the moment: to control and limit inflation. This reduces market liquidity. As interest rates rise, the cost of borrowing goes up. Before, capital was effectively free. Now, it is very expensive.”

    Spicer believes the global economy will continue to slow, but the question is—how much and for how long?

    This slowdown is only just starting to cut through to the general economy and consumers. As we are all aware, this will have a big impact on consumer spending and, in turn, retail and hospitality businesses.

    Adding to this, low unemployment is making it really difficult for these businesses to attract staff. “We’re seeing signs of this already,” says Spicer. “Hospitality businesses and retailers offering well above minimum wage, but still struggling to get job applicants. The problem we’re seeing is not the pay, it’s a labor shortage.”

    All this means small businesses are in for some challenging times.


    Quick Links:


    How can my business thrive through a recession?


    Put simply, brick-and-mortar businesses have been through a lot in the past few years. Lockdowns and staff illness have forced shop closures and put pressure on margins.

    To make it through, businesses had to adapt, pivot, and try new sales and marketing tactics—fast.

    We saw so many different innovative approaches come out of the pandemic. 

    Hospitality businesses took the opportunity to expand to e-commerce, subscriptions, and home deliveries. Retailers pivoted to create new products (such as masks!), run virtual product demos, and set up processes for contactless pick-up and delivery. Others focused on buckling down and building their brand’s community, looking ahead at the long-term game.

    We’ve learned a few things from past recessions too. We know for certain that there will be business who come through stronger than ever. 

    So what will it be that sets them apart from the rest? How will they not just survive, but thrive?

    1. Future-proof with technology

    Independent retailers and hospitality businesses taking advantage of technology will be the ones who thrive.

    Back in 2008, the Global Financial Crisis accelerated the growth of e-commerce. As e-commerce platforms became more accessible, smaller businesses were able to leverage online ordering—rather than needing huge budgets to build custom websites.

    E-commerce gave consumers a way to find better deals further from home, and have them delivered within a few days. So it was the perfect storm for e-commerce, and those consumer habits just took off.

    “The Global Financial Crisis hugely impacted the mindset of consumers,” says Spicer.
    “Consumers were extremely price-sensitive, substituting premium goods for cheaper-name brands. Luxury goods were out of the question for the average household. Shoppers wanted value, and they started shifting online to find the best prices available.”

    From the GFC, a whole new breed of small business was born: small business that was tech-forward, even tech-led. This quickly became the norm—Shopify (e-commerce), Lightspeed Retail (point-of-sale), and Xero (accounting software) were among some of the tech companies that helped these businesses thrive. 

    And those who saw the opportunity in software for small business and leaped on it were in a better position to recover and grow as consumer confidence improved.

    Looking ahead, we predict a massive opportunity for businesses to lean on AI and algorithmic learning. For example, ​​algorithimically-determined product recommendations make up around 35% of Amazon’s total revenue.

    Even the simplest AI tactics can be very effective at generating revenue. In Marsello, we have a template product recommendation block merchants can drop into email campaigns and automations. If you’re paying to send emails, text messages or ads, you want to be delivering the most targeted, personalized content to make every dollar count.

    We’re also seeing massive opportunities for businesses to get a full overview of their data. That means streamlined, consolidated tech stacks, that house data in one, central place. This reduces the risk of creating “data silos”. A data silo is created every time you introduce a new tool that takes time and resource to export data and re-upload it somewhere else. For example, if you have to manually export your sales data and upload it to your email.

    2. Double down on smart marketing

    Most companies cut costs during a recession and marketing is usually the first chop. But now is not the time to ditch the marketing efforts.

    According to Harvard Business Review, businesses who spent more on marketing actually did better through the GFC

    It makes sense—if you can maintain your marketing budget (or even increase it) while others are cutting back, your comparative marketing impact will increase by default.

    However, your marketing does need to get smarter.

    There’s a term that merchants, entrepreneurs, and business owners need to get familiar with: capital efficiency. That is, any activity you’re putting dollars into needs to generate a return on investment. 

    Measuring your activity is extremely important—it will help you reallocate budget to get the best results from your dollar. If you can’t measure the direct impact of marketing on sales, you risk cutting marketing spend on channels or tactics that are actually delivering return.

    The problem is that revenue generated from marketing is notoriously difficult to track and measure. Merchants often have to rely on vanity metrics to prove their marketing works—metrics like the number of Instagram followers, email open rates, or Facebook engagement. 

    Smart marketing, on the other hand, is directly attributable to sales. It means your marketing tools and sales platforms (point-of-sale and e-commerce) are all sharing data with one another.

    It also means collecting details from every person who makes a purchase, so those sales and marketing data points can be connected to a customer profile. At every opportunity, you should be adding customers to your database.

    “This was proven to be particularly important through COVID. Our top-performing retailers through the height of the pandemic were those that had the biggest databases that they could re-market to, especially when stores were closed consumers could only buy online,” says Spicer.

    3. Build relationships with your customers

    Independent businesses who prioritize customer relationships will fare better through a recession, and will see much faster recovery down the line.

    Brands competing on price to survive a recession will lock themselves into a dangerous loop. 

    First, they’ll struggle with tight margins as they cut prices to be competitive with retail giants. Second, they will attract customers who make purchasing decisions solely on low prices—these customers will not be interested in building a loyal, long-lasting relationship with them. This will make post-downturn recovery hard too (price-sensitive consumers are fickle and will happily shop elsewhere, rather than sticking around to help small businesses grow).

    “Businesses who are able to maintain and nurture their customer relationships through a recession generally have less debt going into the downturn,” explains Spicer. “Merchants who are highly indebted will be hit too hard with interest rates and will have to make concessions in customer experience—simply because they need to cut costs.”

    But those merchants who can strike a balance between strategic investment and servicing their debt will see faster recovery as the economic conditions settle.

    Here are a few ways you can invest in your customer relationships:

    • Keep your focus on knowing exactly who your customers are, why they chose your brand. Asking for feedback is a really important part of this. Feedback gives you insight into your overall customer sentiment, and shows you how that’s tracking over time.
    • Be true to your business’s core values and mission—conscious consumers will stretch budgets for a greater cause if they can afford it, even if times are tough.
    • Reward customers who keep coming back. Did you know that around 80% of a business’s revenue comes from the top 20% of their customers? All the more reason to start a loyalty program, leverage the value of your existing database, and offer incentives for repeat purchasing. 
    • Engage your customers and wider community on social media. Keep activity consistent by posting regularly, running polls or competitions, and sharing more candid video content on TikTok or Instagram stories.

    Key takeaways:

    • Invest in technology to future-proof your business. Find ways to streamline, personalize and automate marketing with technology. For example, consolidate all your marketing tools, or leverage technology such as AI for advanced product recommendations.
    • Double down on smart marketing. Make sure you can track and report on sales generated by every marketing activity as much as you can. This will help you work out where you can cut costs. If you don’t have visibility on results, you might be cutting a key lead generator that could cost you in sales down the line.
    • Keep your focus customer-centric. Don’t lose sight of what’s most important—building a database of loyal customers who come back again and again. Action points might include: implementing a loyalty program to reward your top customers, asking for feedback after a purchase, and leveraging social media to engage with your community.                                                                                                        

    Boost your leads using diverse cross-platform marketing

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    Learn how to make the most of your sales channels and marketing platforms by first understanding which platforms will perform best for your business.


    Cross-platform marketing is becoming an essential part of any marketing strategy as customers become more diverse and move between more platforms as part of their buyer journey. Understanding how to make the most of this approach will allow you to have more positive engagements with your customers, leading to a higher rate of return.

    There are certain challenges to be aware of when it comes to starting out in cross-platform marketing. However, there are also specific benefits that you aren’t able to achieve through more static, siloed approaches. Understanding both of these will help you develop effective strategies that help you create more enjoyable interactions for your customers.


    What is cross-platform marketing?


    Cross-platform marketing creates an integrated experience for your customers. They are able to move between platforms such as your social media, eCommerce website, marketplaces, and physical stores during their research and purchase process. Information is maintained and integrated as they move, providing a tailored experience that feels like one fluid representation of your brand.

    The key difference between this and multi-platform marketing is that the emphasis is on allowing customers to move seamlessly between platforms. With cross-platform marketing, the messaging is not statically held in silos, instead, it adapts to the needs of the customers. The customer, not the product, is the center of the marketing activities.


    What are the common challenges of cross-platform marketing

    Before you begin building a cross-platform marketing strategy, it’s important to understand the challenges that you’re likely to face. This can help you better prepare for them and still achieve success with your strategy.

    Cross-platform marketing is more complicated than single-platform marketing by its very nature. This means you need to spend more time considering how to reach the right users at the right time. With a huge array of platforms available, it can be hard to predict where customers are going to be and when. You will need to learn how your ideal customers use your key platforms and use this information to inform your marketing strategy. . What works well as a television commercial won’t necessarily translate into a TikTok video.

    In the digital age, there seem to be endless amounts of data to process. However, the quality of this data isn’t always as high as marketers would like. Without a cross-channel marketing platform to bring all of this data into one place, it can be challenging to integrate it well. This also influences knowing the right channels to advertise on.

    With cross-platform marketing, attribution can become more tricky. As the customer moves between multiple platforms, it is difficult to define which tactic was responsible for the sale. A more holistic view of attribution must be used, knowing that all tactics contribute towards sales.


    7 cross-platform marketing tips to help boost leads



    the hardest part of creating a marketing strategy is knowing where to start. Your cross-platform marketing strategy will go a long way by understanding your customers and where they will engage with your brand most. Read our 7 tips to get a good grasp of how to implement a really solid strategy.


    1. Make use of buyer personas

    By building buyer personas, you’re able to better understand your potential and existing customers. Using real data and insights, you can better understand what segments of your market are motivated by and interested in. This flows through into the content you create and the platforms you show up on.

    To create a buyer persona begin with gathering data on the types of people you want to include. Again, this should include existing as well as potential customers. As you bring all of this together, look for commonalities. This includes demographics, purchasing behavior, ways of consuming content, and preferred platforms. A great way to get started is to couple your analytics data and paid advertising to create demographic-based segments from your current customers and create look-a-like audiences, refining your ad group segments as you iterate. You can assume these customers are more likely to convert than more generalized ad groups because they have similar ‘attributes’ to your current customers.


    2. Use platforms that resonate with your users

    There is an ever-growing list of platforms that you can use to market to your customers. Understanding which of these your target markets are using ensures that you’re selecting the correct cross-channel marketing platforms. These include email marketing, SMS, your website, social media channels, news or information websites, and more.

    When building your buyer personas, consider platform selection as part of this process. This will allow you to build customer journeys that move across the right platforms for the right customers in a way that feels natural and fluid. You can then also create content that is platform-specific and relevant.


    3. Use a single platform to analyze all your data


    Flatlay of a laptop and open notebook with a cellphone showing graphs and a pen and pencil laying on a bright yellow background

    When creating content and customer journey’s that move across multiple platforms, there can be vast amounts of interrelated data to report. Although you can’t attribute sales to a single platform or interaction, you want to be able to see all of the interactions that lead up to a sale.

    This is why using a single platform to analyze your cross-channel marketing data can simplify your reporting. Having one source of truth that can track your customers between platforms and through the entire journey makes reporting more accurate. Marsello’s integrated platform can help monitor the entire customer experience.

    4. Create content for users at every stage of the buyer journey

    Depending on where they are in the buyer journey, your customers are looking for different types of content. When mapping out a content strategy, it needs to align with your customer journeys. Your content could be designed to inspire, educate or differentiate; at the end of the day, it needs to be created with your customer in mind – giving them both what they need, while also directing them to interact with your content as you intended.

    Your content strategy should include the three key stages of the journey – awareness, consideration, and decision. Begin by looking at the gaps in your current content and where you could supply more information that would help trigger purchase. This could include email marketing that drips features to help build up a detailed picture of your products. Customers may need step-by-step instructions or videos showing novel user cases (depending on what your product offering is). Your content should educate and delight; it should keep your customers engaged and encourage them to delve deeper into your product offering.


    5. Explore the benefits of social media


    Social media icons displayed on an iPhone being viewed by someone sat at a table with a cup of coffee

    Social media channels have many benefits. They allow you to use visuals to educate and inspire your audience. It also allows for two-way communication, creating a personalized experience for your customers. Websites, print media or television only allow for you to communicate outwardly to your audience. Social media allows you to engage with your audience conversationally, increasing customer engagement and strengthening customer relationships.

    Cross-media marketing doesn’t mean that you need to show up on all platforms. Instead, find channels that work well together and are used by your buyer persona and ideal customer profile. Then you can invest the resources in creating channel-specific content rather than attempting to be everywhere and not performing well on any channels.


    6. Use data generated to make favorable business decisions

    By showing up in multiple channels for your customers, you are able to gather better data to help with your decision-making process. It will help to finesse your buyer personas with detailed customer behavior data such as platforms used and effective messaging. You’re better able to identify trends and patterns as they emerge.

    This data allows you to contextualize your audience’s preferences and decisions. Data-driven decision-making naturally builds on this as you are able to point to key metrics to help influence future campaigns. Each campaign then becomes the opportunity to test and further refine your data.


    7. Use a cross-channel marketing platform

    Marsellos in-app insights page showing retailers data and revenue results
    Using a cross-channel marketing platform allows you to work more efficiently and effectively track data across platforms. Marsello’s omnichannel approach integrates with your other platforms to create a seamless customer experience. You can track customers throughout channels as well as creating platform-specific campaign content.

    For example, it allows you to monitor who has engaged with a specific email marketing campaign. You can then follow up with SMS outreach to increase your success rate. Alternatively, you can automatically resend campaigns to those who haven’t opened or engaged with adjustments to better understand what your audience responds to and to increase open rates.

    My Sisters Closets 24 Hour Event email campaign.


    My Sister’s Closet does a wonderful job of maximizing their multi-channel marketing for their buyer personas. Their marketing moves seamlessly from email campaigns, SMS marketing, loyalty programs, to social media and even podcasts. They create content that they know will delight their customers all while encouraging sales. With a tightly integrated tech stack that starts with Shopify Plus, Shopify POS and Marsello, the MSC team are able to make data-driven decisions based on their most engaged customers. In fact, My Sister’s Closet has seen an astounding 641% increase in marketing-related revenue since using Marsello to manage its marketing.


    Final words

    Cross-platform marketing helps you to boost your leads. It allows you to reach your customers at different times, in different places using different messaging that all ties together to complement your brand and improve customer experience. This means that your content can be more tailored and specific to each interaction and creates more enjoyable interactions for your customers.

    Using an omnichannel platform like Marsello can help streamline this process. By integrating with your POS and eCommerce platforms, customers are accurately tracked throughout their entire journey. You can then better attribute sales to your specific marketing campaigns and interactions, giving you data that you can trust to further refine your marketing.


    Start omnichannel marketing


    Improve retail customer engagement with these 7 marketing touchpoints

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    How do you ensure your customers‘ experiences are enjoyable, memorable, & seamless across all your stores? Short answer: marketing touchpoints.

    A customer hands a card to a shop cashier to pay for goods

    Retail customer engagement is described as the emotional connection between a customer and a brand. The more you nurture the relationship outside of the financial transaction, the more you will gain trust, loyalty, and repeat customers. 

    You probably already understand the importance of customer engagement, but how do you start implementing it? How do you create a retail experience that is enjoyable, memorable, and seamless between your in-person and online stores? 

    The answer is marketing touchpoints.

    In this blog post, we will explain the role of multiple touchpoints in the customer journey. Using examples of customer engagement, we provide tangible advice for you to start implementing changes to improve retail sales and increase customer loyalty.

    Quick links:

    Marketing touchpoints’ role in the customer journey

    7 marketing touchpoints to improve retail customer engagement

    1. Engage customers with an in-store mobile experience
    2. Build a strong omnichannel strategy
    3. Identify your customers’ behavior
    4. Use live chat support to enhance a retail customer experience
    5. Leverage technologies like AI and AR for in-store customer service
    6. Combine your customers online and offline customer behaviors
    7. Run a customer loyalty program
    Final Words

    a person uses a blue bank card to shop online


    Marketing touchpoints’ role in the customer journey

    Marketing touchpoints are any moments or methods you use to connect with a customer. This is both in-person and online and can be automated with the help of AI technology or personal customer service.

    Increasing the number of positive interactions with customers is crucial for retail engagement. Increasing sales is not just about the checkout process: consumers want retail experiences. Did you know that 49% of customers claim to have made impulse purchases after a personalized experience, and 86% of buyers are more likely to spend more with great customer experiences (Segment Survey)? 

    The marketing Rule of 7 states that consumers need to hear a message 7 times on average, however, you don’t always have to use direct advertising methods (i.e. telling people what is for sale and how much it costs) to be top of mind.

    a customer faces a smiling cashier in a physical store


    7 marketing touchpoints to improve retail customer engagement

    Customer engagement is the sum of multiple moments with your business.

    To scale your retail and online business, you are not just making sales. You are creating experiences through continuous customer engagement. That requires consistent touchpoints with your customers wherever they make a purchase. 

    Below are 7 ways you can naturally increase contact with your customers without just directly marketing to them or enticing them with discounts.

    1. Engage customers with an in-store mobile experience

    Online shopping and mobile access don’t have to be the competition for your in-person store. 78% of young adults use their mobile devices while shopping. You can use it to your advantage!

    Providing an in-store mobile experience can increase retail engagement by making it an interactive shopping experience. 

    For example, Sephora realized that customers were checking their phones for third-party reviews, prices, and recommendations. To increase their retail engagement with in-store mobile experiences, they created an app that gave customers reviews and comparisons without having to turn to Google. They also utilize AI to allow customers to try on products virtually by uploading selfies. 

    Some simple ways you can create an interactive in-store mobile experience include:

    • providing free Wi-Fi for customers 
    • offering a system where shoppers can choose the music in-store 
    • displaying QR codes that give customers more information on products, menus (for hospitality businesses), and discounts
    • creating unique hashtags for social media and encourage people to share their shopping experience 
    • creating or making use of an app that lets customers see reviews, products, and discounts.

    2. Build a strong omnichannel strategy

    An omnichannel marketing strategy is when you integrate both in-person and online retail seamlessly.

    An omnichannel retail strategy puts the customer actions and reactions at the center. It combines all marketing facets from eCommerce, email automations, website CTA’s, and targeted ads to in-store POS purchases and loyalty programs

    An omnichannel method ensures that visitors become customers and customers become repeat customers by automatically integrating targeted touchpoints at every step of the purchase. 

    Omnichannel marketing strategies include methods such as:

    • capturing customer data from your eCommerce and brick-and-mortar store to drive measurable growth from your marketing. 
    • making it easy for customers to move between online and in-person purchases through customer accounts. 
    • driving customer retention through loyalty programs and apps where customers can spend rewards through your POS and eCommerce store. 
    • sending targeted and intentionally timed email automations that are designed to encourage repeat purchases and triggered by your customers’ habits. 
    • reaching customers through multiple channels (e.g. email, SMS) with discount codes and targeted product recommendations.

    Smack Bang's loyalty program widget displaying program rewards on their website

    New Zealand-based pet care store, Smack Bang does this effortlessly with the help of Marsello loyalty programs. This clever loyalty program has a 100% customer engagement rate! Their app interface is on brand, shows customers their loyalty accrued points, and integrates with their in-store POS, Lightspeed Retail. This allows their customers to redeem rewards in their oh-so-cute boutique store in the city, or online for optimal convenience. 

    Marsello uses all of these strategies to help you increase sales, drive customer loyalty, and effortlessly integrate all of your marketing efforts into one single platform. No more losing customers when they leave your website, no more guessing where your marketing budget is spent, no more making up campaigns as you go!

    3. Identify your customers’ behavior

    Retail engagement is all about knowing your customers’ shopping habits. The customer is king, but the data you use to market to them is the crown. If you can individualize their retail customer experience with data-driven strategies, you both win.

    Marsello uses customer segmentation to automatically group your customers based on their behavior using RFM. This allows you to market directly to customers at various points in their purchasing journey, as well as exporting the segments into other tools such as social media. 

    Yucc's 2019 Black Friday campaign with customer segments highlighted.

    This highly effective marketing strategy can drastically increase sales. For example, Yuccs, a European brand behind sustainable and ultra-comfortable shoes, uses Marsello to segment their customers to optimize conversions. For Black Friday 2019, the Yuccs team sent targeted, personalized email campaigns based on each customers’ lead origin and brand interactions (e.g. a loyal customer would see a different message than a Facebook ad lead). This campaign resulted in a 38% revenue boost and continued to a 1057% increase in average weekly revenue

    If you are looking to add segmentation to your next campaign, this Guide to Customer Segmentation will help get you started.

    4. Use live chat support to enhance a retail customer experience

    Customer support will improve your retail engagement because it improves customer satisfaction.

    Customer satisfaction scores (CSAT) are a basic measurement of a customer’s overall satisfaction with a brand or product. 52% of consumers say they have made an additional purchase from a company after a positive customer service experience, so this needs to be an integral part of your customer engagement strategy. 

    Utilizing live chat technology on your website shows customers that they can get help easily if they need it. Research shows that customer satisfaction is increased by businesses that value customer’s time more than other satisfaction measures, such as price. Your customer support and average query resolution time matter!

    5. Leverage technologies like AI and AR for in-store customer service

    Improving your customer service doesn’t just mean more manpower in your store. Artificial intelligence in customer service is changing the way businesses can engage customers both online and in person.

    For example, stores like North Face help customers to find the perfect coat by asking them a series of questions about where they will be and what they will be doing. Other larger stores use apps and AI to help customers navigate the store and find items quickly (no more wandering up and down isles).

    Another example is setting up your omnichannel strategy to capture customer data and set up customer accounts in-store. This way they can access customer service and loyalty programs seamlessly.

    AI allows businesses to scale customer service without sacrificing the benefits of treating each customer as an individual. AI gives you the tools to individualize customer experiences (something that is rated highly by customers) while still being able to scale over time.

    A cellphone shows a customer using AR to try on a pair of AllBirds(source: allbirds)

    Augmented reality (AR) is also fast becoming a popular way for retailers to help themselves stand out while offering an outstanding customer experience. One retailer who knows a lot about ‘standing’ out is Allbirds. With a handful of brick-and-mortar stores and international lockdowns keeping customers house-bound, the celebrate eco footwear brand launched their standalone app, giving shoppers the opportunity to ‘try on’ Allbirds from the comfort of their own homes and get an idea of the shoes and colors they like best.

    While creating your own AR-powered app may not be on the cards for every retailer, the point is that Allbirds created a unique customer experience that ensures the company stands out while the customer’s experience is prioritized. What could you implement easily that would create world-class shopping experiences that will have your customers telling all their friends?

    6. Combine your customers online and offline customer behaviors

    Although online shopping options are increasingly in demand, in-person shopping isn't going anywhere yet. That’s why it is so important to have a strategy that combines data from physical and digital consumer behavior if you have both in your business. This can be simple with CRM software that captures their details in-store and online.

    For example, if someone abandons their cart in your online store, automatically tracking their behavior might look like emailing them a discount code, which then triggers a Facebook ad sequence for your local store where they can see the product in person. 

    Another example is customer loyalty programs that allow shoppers to interact with your business in person and online. Integrated systems (like Marsello) let you track customer behavior in person – as you would on your online store – so you can send perfectly timed emails, bonuses, and referral programs to improve retail sales.

    This is the power of using omnichannel marketing to stay top of mind!

    7. Run a customer loyalty program

    Want to turn customers into repeat customers? Customer loyalty programs are an effective way to increase marketing touchpoints and engagement.

    Loyalty programs can be extremely effective for increasing sales because they give customers a reason to keep purchasing from you specifically. 

    Some examples of customer loyalty programs you can integrate are:

    • Reward points whether they shop online or in-person that can be redeemed virtually or in-store 
    • Reward spend thresholds with things like free shipping, discounts, and exclusive products 
    • Enable automated emails triggered to send immediately after they purchase to let them know they have won rewards or won VIP status 
    • Encouraging and rewarding them for sharing on social media 
    • Creating a VIP program that rewards higher purchases and loyalty 
    • Start a referral program that lets people who are already fans do the marketing for you (and reward them, even more, when someone purchases!).

    caroline lifestyle's loyalty widget that gives website users details on loyalty rewards

    Fashion brand Carolina Lifestyle offers customers an incredibly generous loyalty program that has consistently high engagement rates. Using Marsello, their loyalty program has generated $1.6million AUD for the label, has customers returning every two months to purchase on average, and their loyalty points have a 93% redemption rate.

    Improving customer loyalty increases other KPIs such as retention, customer satisfaction scores, net promoter scores, and higher purchase amounts. Cha-ching! 

    The best part? None of this needs to give you headaches! Marsello lets you do all of this effortlessly for both your eCommerce platform and POS. To learn how to make the most out of your loyalty marketing, check out The Loyalty Marketing Guide: 8 Strategies for Gaining Customers for Life.


    Final words

    Retail customer engagement is the secret sauce to gaining customer loyalty and improving their experience with your brand. These integrated marketing touchpoints are the difference between making a single sale and letting customers get immersed in your retail world and keep coming back for more. 

    Looking for an easy way to integrate all of these marketing touchpoints and more? Marsello is the all-in-one marketing channel for eCommerce and in-store retailers!


    Start omnichannel marketing


    How to Collect and Manage Customer Feedback

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    Learn which methods of customer feedback collection could work best for your business and discover why you should consider this essential growth data.

    A Guide to Navigating Shopper Input

    A women leaves feedback on a wall-mounted tablet which prompts 'how was your experience'.


    Did you know that poor customer experiences result in an estimated $83 billion loss by U.S. businesses every year? 


    Gathering, managing, and analyzing customer feedback is a vital part of your customer success strategy, but is often neglected by businesses. In fact, a recent study by Hubspot found that 42% of businesses don't collect customer feedback at all. 


    If you don't know what your customers think or want, it's impossible to put them at the center of your growth plan. That's why a robust customer feedback management strategy is the key to fostering lasting relationships with your customers.


    In this post, we're going to:

    • Discuss why customer feedback matters
    • Identify key types of customer feedback
    • Talk about how to collect, manage, and analyze customer feedback

    Let’s dive in!


    Why is it important to collect customer feedback? 

    Let’s kick things off by discussing the benefits of having good customer feedback management practices in place. 


    It helps to refine your product/service

    Making the effort to collect customer feedback helps you to identify pain points, as well as gather suggestions that you can communicate to your customer success and product teams. In turn, this helps to enhance your product/service and promote a better user experience.


    Essentially, any omnichannel retailer should be making the customer the focal point of their business, and collecting customer feedback will enable this process. 


    It improves customer satisfaction and retention

    No matter what business you run, your customers want to feel as though their experiences matter. When customer service representatives take a long time to respond to concerns – or worse, don't respond at all – this can seriously damage the customer relationship. 


    On the flip side, when you make the effort to implement changes or updates on the back of feedback surveys, it showcases a customer-centric approach that aims to meet the expectations of loyal customers. And when customers are satisfied, your retention rates will soar.


    It strengthens your WOM (Word of Mouth) marketing efforts

    Here's a fact about marketing: We're far more likely to trust other people's perception of a business than what that business says about itself. In fact, 88% of consumers say that they trust online reviews just as much as personal recommendations.


    With the rise of social media and community forums, we're no longer passive consumers of advertising. By making customer feedback a core functionality of your business model, you have a powerful customer acquisition strategy.


    Types of customer feedback 

    Customer feedback can be divided into two main types: Direct/solicited customer feedback, and indirect/unsolicited customer feedback.


    Direct/solicited customer feedback

    This refers to feedback processes that rely on the business reaching out to their customers for feedback. The advantage of this approach is that businesses can either tailor their surveys to specific topics, such as the usability of certain features, or they can ask about the customer journey as a whole. However, invitations for direct feedback often struggle with low uptake.


    Direct/solicited customer feedback methods include the following:

    • Customer surveys
    • Customer reviews
    • Focus groups
    Indirect/unsolicited customer feedback

    Conversely, indirect/unsolicited feedback is when a customer reaches out to a business with queries or concerns. It's within a business's interest to encourage this behavior, as unsolicited feedback can often bring up issues or opportunities they wouldn't have identified on their own. 


    The following can be considered types of indirect/unsolicited feedback:

    • Social media
    • Customer support centers
    • Live chat

    Note: It's a good idea to use a combination of methods to ensure that your business is getting impartial feedback data. In this next section, we're going to dive into some of these methods in more depth.


    How to collect customer feedback

    Now let’s look at the different ways that you can gather feedback from shoppers.


    Customer surveys

    Customer surveys are one of the most common methods for feedback collection. You can completely customize a survey depending on what your needs are, making it one of the best options for collecting feedback on a large scale.


    However, putting together a good feedback survey is a lot of work. Once you've chosen the area that you want feedback on, you need to decide what survey format is most appropriate.


    While a qualitative survey using free text fields is one of the easiest to put together, it can be a discouraging time investment for customers, and setting it up effectively could be time-consuming for you too.


    Instead, you could consider using some qualitative forms of customer satisfaction survey, such as:


    Customer Satisfaction Score (CSAT)

    CSAT is a metric for determining how satisfied your customers are with different touchpoints in the customer journey. It captures customer sentiment when they're interacting with that stage of your offering i.e. "How would you rate your recent order or experience?"


    KiwiCo asks subscribers to rate their experience of using a specific product with 5 stars.

    CSATs usually give customers the choice of choosing a number between 1 and 5, with 5 being “very satisfied” and 1 being “highly dissatisfied”. CSATs can be single questions or use several back-to-back questions depending on how broad you want your survey to be.


    Net Promoter Score (NPS)

    NPS is another qualitative survey measure but it differs from CSAT. NPS measures long-term customer loyalty. It helps to benchmark a customer's willingness to recommend/promote your brand to others, which indicates their commitment to repeat purchases. So, if your NPS is low, this means your churn rate is likely to be high.


    Most NPS surveys use a 10-point scale, as shown in this template by Le Tote:


    Le Tote asks customers how likely they are to recommend the store with a 1-10 scale.

    2-choice questions

    In some cases, you want to make it as simple as possible for customers to provide feedback. This is why 2-choice surveys can be extremely useful when you want to gather a quick pulse from your customers. 


    The following example from Katie Waltman, which lets people indicate their feedback by simply tapping a happy or sad face is an example of quick and easy feedback collection.


    And in case customers would like to share additional details, Katie Waltman asks a quick follow-up question based on the shoppers’ initial response. Katie Waltman has a 97% customer feedback rating. Their customers have particularly positive feedback for KW’s product quality, customer service, and the value of their products. Keeping in mind that customers are most inclined to leave feedback when they are passionate, this makes praise that Katie Waltman has received all the more impressive.



    Social media monitoring

    Did you know that 1 in 3 consumers would rather post service or product feedback on social media than contact a business directly? Quick and appropriate follow-ups to comments and mentions by your customers are vital on an open forum, and also presents opportunities to ask for feedback via polls and surveys:


    PlayStation uses Twitter to run a poll asking follower if theyll be buying a game this week.

    Qualitative customer interviews

    If you're wanting more in-depth customer insights, organizing a series of interviews with customers is a great tool for adding more context to NPS and CSAT surveys. Getting direct information straight from shoppers can help to highlight and create understanding around areas that are working well, versus areas of your business that could do with attention.


    This technique is best suited for interviewing long-term customers who can answer more in-depth questions about your product/service. It's a good idea to use your CRM to pick out loyal customers who can offer you the most valuable insights.


    How to manage customer feedback 

    Once you’ve collected a good amount of feedback, it’s best to set up processes for managing all that information so you can act on it. 


    Use the right CFM tools

    Feedback management tools are vital to getting the most out of your feedback collection. CFM (customer feedback management) software allows you to sort and analyze customer data effectively, rather than having your customer success team spend days or even weeks sorting through it manually.


    The right tools depend on how your business plans on gathering customer feedback. For example, if you plan on doing customer surveys on a regular basis, a survey tool like SurveyMonkey or Typeform is a good investment. Likewise, you're a brand with a large social media presence, consider a social listening tool such as Brand24 that uses AI to monitor brand reputation in real-time, a popular technique with SaaS companies. 


    On the other hand, if you want to grab quick feedback on the product or shopping experience of your customers, then an eCommerce CRM like Marsello is a great option. Marsello’s feedback tool makes it easy to attach quick surveys to your transactional emails so customers can let you know how they feel.


    From there, you can get detailed reporting on customer satisfaction and find ways to improve. 



    Learn moreStart collecting feedback



    Implement a Voice of the Customer (VoC) program

    The Voice of the Customer (VoC) is a broad term referring to all of the data and metrics you've gathered from feedback management tools and unsolicited customer feedback. A VoC program collates all this data from across channels to identify emerging themes that indicate specific pain points, then develops a roadmap to address them.


    For a VoC program to work effectively, it can't be siloed just to your customer success division. It requires active collaboration with the product development, marketing, and sales teams to identify trends within their own workflows. For example, if the sales team keeps coming across a particular feature request, this can be passed onto the product team far more seamlessly.


    Close the feedback loop

    Once you've identified issues or opportunities and taken action in response, it's important not to miss out on informing customers what you've accomplished. This is known as “closing the feedback loop.”

    Unless customers receive a follow-up, they have no idea whether their concerns have been listened to. This leaves the feedback loop wide open and could affect your retention efforts.


    So, once you've decided to introduce a change in response to feedback, you need to think about the best way to communicate this. The appropriate channel will depend on the demographics of the respondents. For example, if your survey was hosted on social media, it makes sense to inform customers using the same medium. If it was an on-site survey, you could consider producing a webinar that discusses your initiatives.


    How to analyze your customer feedback 

    The best way to get the most out of customer feedback is to analyze it. Here are some tips to help you organize what you’ve collected and ensured that you gain actionable insights from them.


    Categorize your feedback types

    Once your data is in one place, assigning it to a specific group will help you get a broad overview of what areas are receiving the most attention from your customers. For example, you could use categories like:

    • Onboarding
    • Pricing/billing
    • Feature requests
    • Product/user experience
    • Technical support.

    You can also break these down further into sub-categories i.e. whether the feedback is negative or positive.


    This exercise will help you to highlight any overarching trends and “hidden” issues that your business might not have identified, such as confusing pricing structures or difficulty finding support documentation.


    Start feedback analysis

    While it's possible to analyze your feedback manually, this is a very time-consuming process and requires someone with strong expertise in coding and data analysis. Moreover, there's always the potential for personal bias to get in the way of finding actionable insights from your customers.

    Instead, consider using a tool such as Marsello, which can organize feedback data into graphs and tables that make it easy to analyze the information.

    Marsello-Feedback-ReportAs patterns start emerging, it's important to ask yourself some key questions:

    • Are these new or established customers?
    • Where are they located?
    • Who has been assigned to manage their account?

    This helps to add context to the results of your analysis – and may also establish some underlying causes for recurring issues.


    Present your results

    Once you have the results of your customer feedback campaign, you need to think about the best way to present them to your teams. This will depend on whether you're doing a relatively focused feedback survey or a landmark study on your product/service as a whole.


    If it's a small feedback project, you can likely present the results on a one-page that summarizes the key takeaways via bullet points or tables. In the case of large, multi-question studies, you will need to break this down in a lot more detail.


    Large-scale data visualization using line or bar graphs are a great way to communicate to your staff the changes to customer sentiment over time and provide answers to key questions. Check out this visualization by Thematic investigating the reasons behind a drop in NPS:


    Thematic uses a graph visualization to represent how a customer rating has dropped.


    Thematic not only displays the drop-in NPS rating over time but also offers the user detailed information that highlights why their performance could be taking a downward turn. 


    Final words

    Customer feedback has traditionally been one of the most neglected elements in customer success. It's easy for businesses to tell themselves that gathering customer feedback is too time-consuming or difficult to analyze to be worth the effort. 


    But at the end of the day, customer satisfaction is the key to long-term success as a business. If your customers are unhappy with your service or product offering, your churn rate is going to skyrocket. But by implementing a strong customer feedback program, you're in a much better position to foster retention and loyalty.


    Need to collect and analyze customer feedback? Marsello has powerful tools to help retailers gather input from shoppers and turn them into actionable insights. 



    Learn more about Marsello's featuresGET MARSELLO


    What is Omnichannel Marketing?

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    Omnichannel – the 'in' phrase of the retail space. So what does omnichannel mean & how can you implement it into your business? Read on to learn more.

    A Guide to Marketing Across Multiple Channels

    It's one of the biggest buzzwords in retail and marketing, and one that all businesses should be paying attention to. 


    Industry data shows that marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign.

    With numbers like this, retailers have few reasons not to embrace the power of omnichannel marketing. 

    In this post, we're going to define omnichannel marketing, why it matters, and how to implement your own omnichannel marketing strategy for better customer engagement and sales.

    What is omnichannel marketing? 

    Simply put, it’s a retail strategy that involves the complete integration of all offline and digital channels. It denotes a customer-centric approach by prioritizing seamless, high-touch shopping journeys that take place across multiple channels.

    With seamless channel integration, customers can easily complete actions like checking inventory levels online before turning up at their local store. And it's shopping experiences like these that positively influence customer loyalty and helps to create brand advocates. 

    Omnichannel marketing ensures that customers receive a cohesive shopping experience. All sales and marketing channels operate in sync with one another to build trust and brand engagement.


    The difference between multichannel and omnichannel marketing

    Don't confuse omnichannel marketing with multichannel marketing. 

    While both involve coordinating marketing strategies that span several channels (such as eCommerce, social media, SMS messaging, and mobile apps), the execution is very different.

    Multichannel puts the product, rather than the customer, at the center of marketing activities. So, while multichannel marketing allows consumers to engage a brand via several channels, they cannot transition seamlessly between them. This silos messaging and keeps it static, rather than adapting to the needs of each customer.

    In contrast, the channel integration of omnichannel marketing means that every message is relevant and tailored to your individual customer as they shop across multiple channels and devices.

    For example, if a customer puts an item in their cart with the intent of coming back for it later, they might receive a push notification or SMS alert to let them know when that product is low in stock. They might also get a tailored promotion to entice them to purchase. It's these personalized interactions with customers which make omnichannel marketing efforts much more successful than a generalized multichannel approach.


    A retailer and a customer using an in-store POS system while smiling and chatting.

    Why implement omnichannel marketing? 

    Here’s a quick rundown of the advantages you can unlock from omnichannel marketing.

    Providing a consistent experience across channels

    If we think about our most negative retail experiences, they're likely to involve scenarios where retailers have obstructed rather than aided our efforts to shop efficiently. 

    As consumers show a growing preference to use multiple channels to execute their shopping journeys, it's never been more important for retailers to meet these expectations. According to a study by Invespcro, the most in-demand services are: 

        • Checking product availability before arriving in-store (82%)
        • BOPIS (Buy Online, Pick-Up In-Store) (57%)
        • Having a customer profile stored across channels (50%)
        • Personalized shopping experiences (47%)

    By implementing advanced omnichannel experiences like these, your customers have the freedom to shop how they want without barriers. This makes them feel empowered during their shopping journey and helps to foster trust in your brand.

    Maximizing touchpoints with your customer

    In the past, we would walk into a brick-and-mortar store, browse for a bit, and then make a purchase – often within the same visit. 

    Today, consumer behavior is very different. People want as much information as possible before committing to a purchase, especially if they are new customers shopping with a brand for the first time. This involves utilizing multiple channels to research and compare options.

    Today, 82% of customers use their mobile devices to browse before purchasing at a physical store. By offering customers a unified experience across digital and offline channels, you can add a huge amount of value through engaging touchpoints that build brand awareness and customer loyalty.

    Valuable data-driven insights

    Seamless experiences across different channels mean more opportunities to gather customer data. Omnichannel integration allows you to follow the customer journey from beginning to end, meaning that you gain access to in-depth insights about who your customers are and what they're looking for. 

    It allows you to identify key buying patterns and personas within your target audience – including those you hadn't anticipated shopping with your brand. This makes it easier to deliver the appropriate messaging that coaxes prospective customers along the path to purchasing.

    When you understand your customers, you have a much better sense of how to encourage repeat purchases. This is why retailers who use an omnichannel approach see 90% higher customer retention can those who don't.


    How to start an omnichannel marketing strategy from scratch 

    Ready to kick off your omnichannel marketing strategy? Here are the steps you should take to set yourself up for success.

    1. Start thinking customer-centric

    Going omnichannel in your marketing is about more than just integrating your channels. For many retailers, it requires a fundamental shift in how your brand relates to its customers.

    Why? Because what's most convenient for your customers might not be what's easiest for business. To make this transition effectively, you need to have everybody on board inputting customer success at the center of the shopping experience.

    Making omnichannel campaigns run effectively is a lot of work, and requires serious consideration of every touchpoint within the buyer's journey. 

    For example, when your customer enters your website, does it have a responsive design that easily adjusts to mobile? Are your social media posts optimized to drive prospective customers to the appropriate product pages?

    By having your operations, sales, and marketing teams evaluate your marketing approach step by step, you can ensure a positive omnichannel customer experience.

    2. Know who your customer is

    You might be surprised by how many businesses don't have an in-depth understanding of who their customers are. A study by HubSpot found that 42% of businesses don't run customer engagement surveys or collect feedback.

    This is a problem because if you don't touch base with customers and get their feedback, you won't get insights into what they want and need. Collecting feedback also helps you determine the right demographics, so you can create more effective personas for your campaigns.

    To  put your customer first, you need to invest in gathering data that gives you the full picture of their activities and preferences, such as: 

        • What problems does your business help customers to solve? 
        • Through what channels do they like interacting with your brand most, and why? 
        • Which kinds of content do they find the most useful/valuable?

    You can accomplish this by using data from your CRM, or by running surveys across channels and asking for feedback at multiple points during the shopping journey. 

    3.  Invest in the proper toolkit

    Example of Marsello's POS integration working with Loyalty.

    When it comes to omnichannel marketing, your strategy is only going to be as strong as the tools supporting it. 

    As well as helping you to generate and nurture more leads, marketing automation allows you to build personalized experiences for your customers by sending them targeted content that supports their needs. Best of all, the data captured from these workflows in the form of CTRs and engagement rates will tell you whether your efforts are hitting the mark.

    This is where a solution like Marsello comes in handy. Our software serves as an all-in-one omnichannel marketing platform that combines email, SMS, and loyalty programs. Since everything is accessible on a single platform, data flows smoothly from one channel to the next, and it's easier to provide a seamless shopping experience no matter where your customers are. 

    Marsello also integrates with leading point-of-sale systems and eCommerce platforms, so you can easily sync your physical and digital stores as one.


    4. Content, content, content

    No matter how advanced your marketing software is, the content remains the backbone of omnichannel marketing. This involves everything from your social media content down to in-store signage

    For example, let's say that your business is running a promotion that gives your customers 20% off storewide both offline and online. Your online store has a big banner on the home page publicizing the discount, and a promotional email has been sent out to your mailing list to spread the word. 

    But when customers walk into one of your physical store locations, there's no signage greeting them at the door to make them aware of the discount. 

    A lack of cohesion between your offline and digital marketing efforts can result in a lot of missed sales opportunities; if in-store customers don't know about the promotion until checkout, they're a lot less likely to maximize spending to get a better deal. This makes informative touchpoints essential for successful omnichannel retailing.

    Want to see an omnichannel content strategy done right? Check out Federation, a streetwear brand that runs a powerful omnichannel loyalty program. Federation allows customers to earn and redeem points in-store and online, so shoppers are rewarded regardless of where and how they're shopping. 

    Plus, the program’s content and messaging are consistent on all channels, so the customer experience always feels seamless and on-brand. 


    Federations SMS campaign overlaid on branded imagery


    Another excellent example comes from the jewelry brand and clothing stockist, Katie Waltman. The store runs a comprehensive marketing initiative that covers loyalty, feedback collection, and email marketing. In doing so, Katie Waltman is able to connect with customers across multiple platforms. 

    Just like with Federation, the content and messages that Katie Waltman puts out there are consistent on all channels and devices. So whether people encounter the brand in-store, on their eCommerce site, or via email, customers are treated to the same look and feel. 



    5. Segmenting your messaging

    As we mentioned above, what separates multichannel marketing from omnichannel is that customers are not treated as a one-size-fits-all group. 

    The valuable data insights that omnichannel retailing gathers from across the shopping journey give you the ability to segment customers according to demographic data, shopping behavior, and the “warmth” of leads. 

    According to Epsilon, 80% of consumers are more likely to purchase from a brand that offers personalized experiences. In short, you can deliver the right content at the right time to enhance customer lifetime value. 

    For example, with the aid of marketing automation, you can set up specific triggers to target customers who've purchased certain items (e.g. "you might also like..." emails) or those who've been “inactive” for a certain period of time by sending an SMS with a link that allows them to set their communications preferences. 

    We can see this in action in Brandini Toffee, which uses Marsello to send automated marketing emails based on user behavior. One notable example? The Brandini team sends a campaign automated email geared towards shoppers who have abandoned their cart. To entice this segment to complete their purchase, Brandini Toffee sends a reminder email with a built-in product recommendations section that is automatically populated with similar products and items which the customer is likely to enjoy (based on their previous shopping behaviors). 

    Since they first created automated campaigns, Brandini Toffee has seen as much as a 583% increase in attributable sales and this campaign alone has generated 95% of the total orders generated by Brandini’s automated campaigns.


    Brandini Toffees abandoned cart email campaign on a mustard yellow background


    Learn more about Marsello's features

    6. Track and analyze

    The power of your omnichannel marketing efforts becomes more evident the longer they're in play. The more you invest in gathering and utilizing data from customer journeys, the more you can refine your approach to target exactly what it is your customers want.

    This is why it's important to test and track different elements of your marketing strategy to find what appeals most to your customers. This includes A/B testing of different copy, subject lines, images, and CTAs to see which gets the best response. 

    It's also important to compare your content across channels to see what works for each medium – what works on email, for example, isn't necessarily going to resonate with your audience on Instagram.

     By regularly analyzing the results of your omnichannel marketing campaigns, you can ensure that your business is using the very best formula to inform and excite your customers.


    Final words

    Implementing a thoughtful omnichannel marketing strategy is a big step up for retailers who are used to more siloed multichannel strategies. But if you want consumers to choose your business over the likes of Amazon, it's essential that you can facilitate seamless shopping experiences that allow customers to move between channels with ease.

    At the center of successful omnichannel marketing is a core philosophy; it’s seeing your customer as the center of gravity that your brand revolves around. So long as you stick to this core idea, the rest will follow.


    Create new & look-a-like audiences with Facebook Audience Sync

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    Easily use social media ads to retarget current customers or acquire new customers using the Facebook Audience Sync feature from Marsello.
    The Marsello and Facebook Logos feature alongside a Facebook Ad carousel by NZ-based retailer, Madame Fancy Pants.

    Facebook advertising can feel like a minefield, particularly when it comes to creating perfected audiences. Now, you can automatically import your custom segments directly from Marsello with Facebook Audience Sync, saving you time and also ensuring your audience is always up to date!

    The Facebook Audience Sync feature allows you to easily carry over your custom segments to your Facebook Ads Manager account where you can start creating compelling ads that convert customers. You don’t have to load a new audience every time you want to create ads; in fact, the Facebook Audience Sync is designed to update every hour, so it’s always up to date, ensuring that your marketing reaches all your desired customers. 


    The world of social media marketing might feel a little overwhelming when you first get started, but by automatically loading your customer segments to your Facebook Ads Manager account, it’s easy to create promotional marketing campaigns that target both new and existing customers – this is where Facebook Audience Sync changes the game. The hard work is done for you as you easily sync custom segments to Facebook with just a few clicks! 


    There are some things you’ll need to ensure you’ve done before you can use the Facebook Audience Sync feature. Let’s delve a little deeper.


    Getting started with Facebook Audience Sync

    First thing’s first, you’ll need to ensure your Facebook Ads Manager account is set up and ready to go before you can sync your Marsello custom segments.


    Once your Facebook Ads Manager account is all ready to go, you can navigate to the Add-ons page in your Marsello admin and easily find the Facebook Audience Sync feature. Here you can connect your Facebook Ads Manager account to your Marsello account by completing the required Facebook permissions and following the set-up steps.


    And when you’ve completed the set-up process, you’ll be able to start syncing your selected Marsello custom segments to your Facebook Ads Manager account. Connecting your Marsello account to Facebook opens up a wide range of marketing possibilities to various customer groups and not just those who you’ve added with the Facebook Audience Sync feature. 


    One important note: as we’ve touched on, the Facebook Audience Sync tool allows you to create Facebook ad audiences directly from your Marsello custom segments – emphasis on the “custom segments”. By this, we mean that you can only sync segments that you’ve created yourself. If you haven’t created any yet, you can learn more about custom segments in our help center


    One question you may have is, “How can I sync my RFM segments, i.e. Loyal Customers?” And it’s actually very easy! All you need to do is create a copy of your desired RFM segment (these are your ‘Loyal’, ‘Best’, ‘At-risk’ segments, etc.). From here, you can easily sync this new custom segment across to Facebook Ads Manager (make sure you name your new segment so that it’s easily distinguishable). Your segment will appear in your selectable Ads audiences as “Marsello: ” so if you named a copy of an RFM segment as Facebook-Audience-Loyal-Customers, it would be easily distinguishable in both Marsello and Facebook Ads Manager.

    Now that we’ve got the need-to-know feature information out of the way let’s explore how you can get creative with your custom audiences and Facebook campaigns.


    How to create Facebook ads that convert customers

    There are a few different ways to break down social media ads, usually based on your goals. For the sake of keeping things simple, we’ll look at ads as tools for either retargeting or acquisition – meaning you’re using ads to either engage your current customers or attract new customers. 

    Let’s break down these two advertising goals while showcasing how you can use Facebook Audience Sync to create innovative yet straightforward ad campaigns.


    Retargeting Existing Customers with Facebook Ads

    According to Niel Patel, 72% of customers are inclined to abandon their carts while shopping. That’s huge! Creating retargeting campaigns might be old news at this stage; however, it isn’t always easy to know how much retargeting is too much. Here’s a hint: your campaigns don’t have to be restricted to powerful tools like email marketing and dynamic retargeting tactics (such as AI-driven product recommendations). Integrating your retargeting efforts into your social media marketing campaigns can be a powerful way to re-engage shoppers in new and exciting ways.


    With Facebook Audience Sync, you can easily create audiences from your Marsello custom segments. Your RFM Segments can also be a starting point as they help you to target specific groups of customers who are already organised by data-driven AI. For example, the Lost and At-Risk segments could be fantastic audiences for a win-back retargeting campaign that aims to re-capture those less active customers. 


    Note: Remember what we stated earlier – you’ll need to create custom segments that are duplicates of your RFM segments if you’d like to market to these.


    Let’s look at a few stats that really break down the effectiveness of retention marketing:

    Infographic with stats about the success rates of retention marketing and acquisition marketing.

    Now, these stats aren’t to say that one form of marketing is better than the other; they’re included here to remind you of the power of marketing to current customers. There are huge gains to be made from marketing to both new and existing customers – you just have to be clever about how you approach your marketing tactics.


    With Facebook Audience Sync, once you’ve synced the segments that you’d like to advertise to, you can easily add these segments as the audience for your campaigns. All you need to do is ensure you know what your goal for each campaign is, who your audience is, and what actions you want your customers to take. A common CTA for retargeting customers is ‘Shop Now’, as your marketing to customers who already know your brand, have shopped with you before, and maybe need a wee nudge to shop with you again.


    We briefly touched on marketing to RFM segments like At-Risk or Lost customers. Consider the following examples of how you could use retargeting to engage some different customer groups:

    • An example of how you could create innovative campaigns to engage your At-Risk or Lost segments is to design a win-back campaign that retargets these customers after they’ve abandoned their cart. Whether you’re offering shoppers a discount or simply reminding them of your most popular products, remember that your ad should be compelling, concise, and inviting to that particular customer group.

    • You could create a targeted campaign that actively re-engages your ‘Window Shopper’ RFM segment (which is customers who’ve visited your online store but not shopped with you). This campaign could offer this audience anything from a sneak peek to an exclusive collection, to a one-day sale. 

    Acquiring New Customers with Lookalike Audiences

    Customer acquisition can feel like a big task – how can you possibly market to someone who has never heard of your store and whose contact details you don’t have? 


    This is why the Facebook Audience Sync feature is so exciting – acquisition marketing is perhaps one of the most effective ways that you can put the Facebook Audience Sync feature to use!

    When you sync your selected custom segment, you can then use this customer list and as the base for a Facebook lookalike audience; this will allow you to target Facebook users who ‘look like’ your customers, be that age, location, gender etc. The more specific you make your lookalike audience settings, the smaller the audience will get, but this will also increase your likelihood of generating traffic. 


    So here’s an example of this in action:

    • Stage 1 – You want to create an ad that reaches a wide range of people who have similar interests to your customers, but you don’t want to include any current customers in that list.

    • Stage 2 – You create a custom segment in Marsello that includes all your customers and title it ‘All Customers’.

    • Stage 3 – You sync that list using the Facebook Audience Sync feature.

    • Stage 4 – You use Facebook Ads Manager to create a ‘Lookalike Audience’.

    Creating a lookalike audience will help you to reach Facebook users who are similar to your current customers. When you consider that 2.60 Billion People use Facebook worldwide, that’s a tremendous amount of potential for reaching customers that you otherwise may not have had a way to contact.


    But smart marketing includes knowing how to get the best results from a very specific audience. You don’t want to create an audience that consists of a huge number of people only to lose money because most of these people will either ignore your ad (as it doesn’t apply to them) or click on your ad but won’t engage in a way that helps you meet your goal.


    Did you know you can go one step further and exclude your existing customers from your Facebook ads? 

    Acquiring New Customers While Excluding Existing Customers

    To exclude your synced Marsello custom segment from your ad audience, you simply need to create a ‘Custom Exclusion’ in your Facebook ad settings. By excluding your current customers, you’ll have a super-refined audience which is based on your current customers (who are proven to like your brand), you’re also avoiding paying for engagement from your already loyal customers.


    From here, you’re free to design robust, captivating ads that encourage Facebook users who may not know anything about your brand to click on your ads and shop with you. Remember this as you create your ad: you want to excite, entice, and engage your new audience. Niel Patel has you covered when it comes to social acquisition communication, so don’t be afraid to dig around and look at what the pros are doing to master their social media marketing.


    Ready to combine all these tactics together?


    Remember those retargeting ads we mentioned? Why not get really creative and make a retargeting campaign that captures those customers from your lookalike audience who clicked on your ad and visited your store but did not make a purchase, turning your acquisition campaign into a brilliant retargeting campaign, all while excluding any current customers from your audience.


    Our final piece of advice: no matter what kinds of social media campaigns you create, make sure you’re keeping track of the results, and your ad spend. Set yourself a budget and don’t be afraid to experiment, but don’t let yourself put money into campaigns that feel like they could do with a refresh or an overhaul. Tracking is the best way to ensure your ads are seeing the results you expect. Just make sure you’re tracking the metrics that apply to your marketing.

    Madame Fancy Pants uses a Facebook ad carousel to marketing a 15% off discount featuring leopard print Birkenstocks over a swimming pool.

    Omnichannel retailer, Madame Fancy Pants, is a prime example of retailers using Facebook ads to engage a wide range of customers. Recently, MFP created the Facebook campaign shown in the image above. The campaign targeted a lookalike audience based on their current customers, but they went a step further (as suggested in the section above) and excluded the following audiences:

    • any user who is an existing MFP customer and accepts marketing

    • recent shoppers as they made a purchase.

    MFP saw a 3.2x Return on Ad Spend (ROAS) and an almost even mix of in-store and online spend over the month that the ad campaign ran. 


    Final words

    As we’ve broken down, your Facebook advertising strategy can be a powerful tool to accompany any of your promotional marketing. However, you have to ensure your Social Media marketing is done right, and that starts with ensuring that you’re marketing to the right audiences.


    With Facebook Audience Sync, it’s easy to create custom audiences and then develop targeted ad campaigns that work specifically for those customer groups. Whether you’re excluding that customer group while creating a lookalike campaign, or marketing directly to a specific segment, all your Marsello custom segments can be synced to Facebook Ads Manager in just a few clicks.


    Start syncing

    How to Use Product Recommendations for Shopify POS!

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    Using Product Recommendations (by Marsello) with your Shopify POS is an easy way to master cross-selling, up-selling, and smart marketing.

    Personalized product recommendations are a powerful marketing tool that is capable of increasing sales conversions by 10-30%. With data-driven AI that compares the customer’s data to shoppers like them, Product Recommendations make it easy for your staff to cross-sell and up-sell products that your customers will love.

    In a recent study published by cmo.com, 66% of participants said that campaign content that didn’t have a personalized element (like personalized product recommendations) would discourage them from making a purchase. And the same goes for in-store! Being able to recommend products to your customers that they’re likely to enjoy is a valuable sales skill; combine that with the customers’ shopping data and you’ve got a winning recipe for increased sales both in-store and online. And with Marsello’s Product Recommendations feature built for Shopify POS, mastering the cross-sell is as personally accurate to each customer as it is simple to use. 

    Marsello's AI looks at the products added to the sale when a customer has come to purchase items. The AI instantly populates recommendations based on what similar customers have frequently bought in conjunction with the same products your customer is buying. Combined with Marsello's all-in-one marketing app, you'll be able to increase repeat purchase rates with a custom loyalty program that runs on auto-pilot on Shopify POS and eCommerce, as well as drive sales with product recommendations in POS, email marketing, and more.

    Curious how Product Recommendations can work in-store? Let’s take a look!


    How to Use Product Recommendations for Shopify POS

    So how does it work in-store? When a customer is ready to make a purchase, you simply need to add their products to your Shopify POS as you would normally. Once the items are added, you’re free to start recommending similar products. And it’s so easy! Just watch the short video below to learn how!


    A GIF that showcases Marsello’s Product Recommendations for Shopify POS in action. The window is of a Shopify POS tablet screen with the step-by-step process of using Marsello’s Product Recommendations once a sale is almost through check-out.

    As you can see, you simply need to select the tab titled “Marsello | Loyalty Marketing” and then you’ll see a list of recommended products that can easily be added to the sale if your customer is interested. For more information on getting Product Recommendations for Shopify POS set up in your store, check out our Help Centre article that breaks down all the necessary steps.


    Why Product Recommendations?

    Although we see them all the time with email marketing, Marsello’s Product Recommendations for Shopify POS is a groundbreaking feature that you’ll find nowhere else! It’s vital that retailers are able to give customers valuable intel into the products on offer that they may not otherwise know about, and Product Recommendations makes this simple while also being informed by real-time shopping data.

    We know from countless studies that adding personalization such as recommending stock and encouraging sales with promotional offers can not only increase sales conversions, but also increase click rates, open rates, customer referral rates, and order values! Now, let’s translate that to in-store behaviors!

    Look at click rates and open rates as an increase in the number of customers who are visiting your store time and time again, browsing your products, and maybe even bringing their friends with them. If your staff are able to up the customer-service-ante by effortlessly recommending products to customers that they’ll actually enjoy, your customers aren’t just going to feel like you’re pushing products on them, instead, they will feel seen, catered to, and appreciated. 

    As our friends at Shopify put it, “effective cross-selling techniques can improve revenue per customer by 65% or more, and 80% of buyers prefer to buy from brands that personalize the purchase experience”. Read more here.


    Final Words

    Whether you’re looking to up-sell or cross-sell your products, or you want to shift old stock and increase customer loyalty, Product Recommendations for Shopify POS will help you to not only meet your sales goals but also satisfy your customers and grow your business. And it’s so easy to use!

    With Marsello’s AI, Product recommendations are a powerful, data-driven tool that any brick-and-mortar or omnichannel retailer should add to their business. The best part? Marsello’s AI Product recommendations gets smarter and smarter with every purchase! If you’d like to get started, check out our Help Center article to learn how to add Product Recommendations to your Shopify POS.

    Check out our wide range of features and upgrade for complete access to Marsello’s features.

    If you’d like to learn more about the all-new Shopify POS, please sign up here.



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