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It’s a difficult question to answer for some loyalty marketers, and not so difficult for others.
For Laurie Caldwell, Director of Marketing at eBags, the industry-leading e-tailer and travel gear expert, it isn’t difficult.
“One very important lesson we have learned is that not all customers should be treated the same,” Caldwell explained to Loyalty360. “It is in our best interest to spend more time and resources targeting high value customers and, furthermore, using our data to personalize their experience.”
A change in customer behavior has prompted eBags officials to adapt their strategic focus. Ebags is the leading online retailer of luggage, backpacks, and travel-related accessories.
“We have seen that our customers are increasingly more informed on the products they are intending to purchase,” Caldwell said. “We are also seeing multiple customer touch points across various marketing channels prior to their purchases, in addition to becoming progressively more active on their mobile devices. To adapt to these changes, we have a mobile-first mentality at eBags. From optimizing landing pages, to finding new and innovative ways to display our product assortment—it is top-of-mind to continually improve our customer’s experience and help them find the perfect bag.”
In recent years, some of eBags’ mobile-first initiatives include:
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