12/07/2018 Barry Marelli

Automation is your extra team member

There isn’t a business going that wouldn’t benefit from a resource that works 24/7, who constantly kicks goals and ensures consistency of performance. In the real world (until robots take over) this isn’t an option.

That being said, Magento, Drupal and Salesforce Marketing Cloud (to name a few) all provide the end user with a variety of tools to create “set and forget” campaigns, marketing updates, and product changes, which is as close as you can come to a 24/7 worker.

Critical to benefitting from these platforms, is having a solid digital strategy in place which allows you to leverage the tech and free up resource to concentrate on other areas.
As retailers, we all understand our strengths and weaknesses, we know what works and what can be improved. Documenting the above is an important step to improving the day-to-day and can unlock further opportunities. Focusing on weaknesses alone, can miss situations where a business strength can be further enhanced.

One of our favourite examples of automation, can be found in Salesforce Marketing Cloud’s Journey Builder. Creating onboarding email journeys for customers, that aren’t reliant on anything other the initial setup, can be have a big impact on retention and customer satisfaction.

The strategy here is to serve the customer information that is relevant to them and at a time where they are most engaged. Trying to run an email campaign live, without the benefits of automation, isn’t going to offer the same level of success.

Another example of automation that should be considered by all retailers, is abandoned carts. More than 65% of shopping carts get abandoned. In 2015 alone, the estimated overall value of those abandoned sales totalled $5 trillion. By having the correct strategy, and technical implementation, retailers can start to close the gap and reduce the financial impact.

We’ve touched on the importance of automation previously when discussing the last mile and integration and having a small team shouldn’t be a hindrance. Adopting automation where possible will provide the following benefits –

  • Increase productivity
  • Improve your Customer Services provision
  • Reduce time wasting
  • Deliver a controlled message to your audience
  • Maximise your revenue potential
  • Help you to scale and ultimately grow your business

If you’re struggling to constantly produce quality work against the clock, reach out and let’s discuss how we can get your technology working harder for you.

In the dynamic world of eCommerce, IT capability can outstrip a retailers’ ability to maximize the effectiveness of the tools they own or are about to select. Playhouse commercializes the eCommerce proposition for its clients and manages their digital journey in four key areas – Strategy, Design, Mentoring, and Implementation.

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