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The Container Store to Launch a New Loyalty Program and Mobile App
The Container Store customers will see a new loyalty program and mobile app in the retailer's coming quarter.
The new tier-based loyalty program is expected to launch at the end of March, CEO and president Satish Malhotra said during the retailer's Q3 2021 earnings call. The new program's goals are to attract new customers and reward deeper engagement with existing customers.
"The intent of it is really not only to attract new customers with our program, but really reward those customers that are engaging with us on a day in, day out basis," said Malhotra. "We have an ability to ensure that we can improve the active rate of our members and improve the frequency of their visits, including their spend. And I think the program that will be unveiled by the end of fiscal '21 will satisfy our objectives on that."
Brands Focus on Personalization and Consumer Preferences When It Comes to Holiday Communications
A handful of companies, including online marketplace Etsy and British supermarket Tesco, are adapting their marketing strategies in response to customers' sensitivities, letting them block email blasts for specific holidays such as Valentine's Day, which can be difficult to handle.
The move is part of marketers' wider attempts to make their brands more empathetic, and their email campaigns more personalized, said Adam Reader, senior vice president and head of strategy at Lida, a New York-based marketing agency specializing in customer relationship management.
At the same time, customers increasingly expect greater control over what types of marketing they receive, he said. Marketers now have access to the data and tools needed to help them send customers only the most relevant emails, including online browsing and purchasing data, newsletter preference settings, and feedback requests such as email opt-out mechanisms.
Sephora Creates Global Chief Digital Officer Position
Sephora has announced the creation of a new role, Global Chief Digital Officer, and named Marc Abergel to the role, according to a report published by WWD. Abergel joins Sephora from Deloitte's Digital Human Consulting arm and is charged with setting and rolling out Sephora's digital strategy, enhancing consumer journeys, and drive growth of e-commerce.
Sephora has experienced growth in its digital channels as a result of the pandemic and is now targeting huge gains, forecasting that the unit could soon account for half of the business. The perfumery chain recently acquired Feelunique and has partnered with Zalando in Europe.
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