Some real-life experience by our staff over the holiday!As you know, the Thanksgiving holiday sales set some records but they also reminded us that marketing plans fail when you do not execute properly.
Website cart failure
AMEX offered a $200 coupon to shop at a women’s apparel retailer. This retailer carries very nice apparel so I was initially excited to use the coupon. The retailer website would not accept the offer code provided. After registering and attempting to use the offer code; I had to call the retailer and order via the phone.
This was not a very smooth journey so I will probably not make a repeat purchase. The goal is to have the customer spend more money - this is achieved partially by making the process as smooth as possible.
Subject line error
Wow, I am feeling like they know me—NOT!
Everyone is striving for personalization. With the rise of digital, every consumer wants to feel like the most important consumer. The email should hit home even if it’s just getting the name correct. Failing to update the code further demonstrates a lack of concern when it comes to getting the personal message right.
Offer link does not function
Hey, just kidding, the early bird pays full price.
UIE found impulse purchases represent almost 40% of all the money spent on e-commerce. By not including the correct link in the first email, how many customers were lost? For some the frustration of having to call a representative or repeat the buying process a second time is much too daunting a task.
Crowd sourced copy?
At least Ronald displayed his sense of humor when acknowledging his digital faux pas.
The best part about digital marketing blunders is the fact that they can be easily corrected, and in the case of Ronald McDonald and many others, turned into a joke. However, in the midst of the laughter there are several missed opportunities.
Take some time to reflect on the marketing experiences you have encountered this holiday season and think what has kept you from making a purchase versus what prompted you to buy?