Cómo Loly in the Sky emplea tácticas predefinidas para perfeccionar la personalización

We, when as starters, when as not just on the second or stack of Panhandle, in the sky. Primitio, the one was, like, that was in Filos, in marketing, meghan, hostetler, he rented the market in the low in the sky. Lori, just to tee you up. We know that you have worked in the fashion designer space for quite some time now, and you love to immerse yourself in all things international fashion news. I know you're gonna show us some shoes yourself. So I'm really excited to to see that. And what you what you do on a day to day basis is really all aspects of the day to day marketing execution at Lolly in the sky. Across multiple channels. So I know you have quite the job, and love to hear all about it. So could you just start off by sharing a little bit more about who Lolly in the sky is. Of course, Megan. So we are, as you said, a Mexican shoe brand or all our shoes are handmade. They're handmade in Mexico. We love. Love it. One of our, of our highlights brand is that we are a very customer centric company. So as you said before, we work a lot on our customer insights to take decisions all around the company, product development, retail, and everything, and having a tool as MRC is to help us have more visibility about the those insights has helped us a lot. So, yeah, that's basically it. Wonderful. I I love to see the shoes. I know you you're very unique in the type of products that you build into your shoes. I think there's, like, a match in one of those. Oh, yeah. Oh, that's a oh, that little button. I love it. Yes. We're a very particular shoe brand. But in order to get to this, we need to work a lot of customer insight. I love it. Exactly. Okay. So, when you came to us at a Marsis and you, you know, you needed some help with some challenges you're facing, Could you share some of those those challenges that were discussed? Yes. One of the biggest challenges was breaking the barrier between the brand and the customer. Especially during the pandemic, we felt, our conversation was very genetic, and we were looking for some, for a tool, especially for something that could help us give that personal touch regarding the conversation with our customers, you know, the pandemic started. Every everyone was so scared. We stopped going up stop feeling stuff you were going to buy, trying on specialty shoes. Shoes is a very personal item to buy. So conversation for us was getting, like, kind of generic, and we were looking for something that could help us make it more personal, you know, So that was one of our biggest challenges that we were facing before coming to a Mars. And you will hear me a lot saying this, but one of the things I love about Marcis is that it really helps me dive into my CRM and to my customers to make it feel more personal. Right? Our email campaigns start becoming more personal. Our website became more personal since I have now the ability to show my customers what they would like. Right? What are they interesting? Thanks to smart insight or to the to some tactics I can show them what they're interested in. Yeah. And I think one thing that I'm assuming you likely fell was just all kinda happened at once, especially with with the pandemic. And things like this, with uncertainty in the air, could could come in at a moment's notice, and we have to be agile and quick to react. So so with that, I know you have a lot of automations in place to help streamline a lot of this personalization at the scale of a growing company like yourself. How how do you keep up with the with the growing base? How do you keep up with the uncertainty that is potentially coming your way? Yeah, share share a little bit more about your automations to to personalize your your effort? Yes. But when we started, we started with the basic ones. Right? A band on car, browse a band on, welcome, back in stock, price drop, low in stock. And we started using the pre the pre made, set up MRC's class for the tactics. Right? And this is the thing I recommend a lot to people starting using MRCs. Use them as they are and go through them And once you use them, you are gonna learn that language and that mindset that MRC use. Right? So we start using the basic ones, but right now we are focused on automarkizations more based on our customer journey. For example, there's one that I love that it's purchased anniversary because these ones, make our clients feel like we're really talking to them. Right? Like, when you get an email that says, oh, my god. It's been three hundred sixty five days since you bought your first pair of blogging sky. It's time to buy a new one. So you really feel like a friend or like a boyfriend or someone is talking to you. Right? Yeah. I love those those kind of tactics. And our customers love them too. Like, I've seen comments on social media or even, on our customer service chatbots that that that people really appreciate those kind of emails. Right? You feel special and the conversation stops being generic. Awesome. And then that's a good point of, you know, sometimes with so many different tactics. And for those who are listening, who are, curious what tactics are, they're essentially pre built campaigns. Right? So I ideally, they take a the load off of you for creating these, and you'd You don't have to think as much as far as what that journey would look like for things like your win back campaigns, your cross sell campaign. So you know, a lot of what you're speaking about especially with anniversaries is all around retention, and we know retention is is quite hard once they make that first purchase, how do we make sure that they come back for the second and beyond to continue that loyalty? And, I think I think he'd likely agree with me here that, the win back campaign is a very important one there. So I wanna dive in a little deeper there. Could you speak to more of maybe the channels that you use in this campaign? Any tips for developing that as you go about any win back retention type of tactics. Yes. Like, for starters, everybody knows win web campaigns are very hard. Because those are customers that bought from you and they haven't bought again. Right? And and there can be a ton of factors that maybe it doesn't that they don't depend on you as a brand. But in in general, we make campaigns are hard, but I love that in a Marcy's, you don't to think too much to put them in practice because as you said before, Megan, that these tactics are already pre made. And when we started the fir when we started using a Marcy, the first months, we focused a lot on getting started. We're using those tactics that they were already pre made. And this helped us a lot not only on start using the platform in a quicker way, But in understanding the way that that MRC's works, right? Because MRC's is really easy to use. But not everybody has the the ability to to understand how we use it. So if you once you start using a mask, it can be a little bit overwhelming. But if you go to the tactic, path, it it's actually really easy. And for example, when before Marcy's talking about wing on wing back campaigns, it was really hard. How how do you start? What do you tell your customers? How do I how do I how do you identify it? What are they looking for Where can you find them? They don't answer social media? Maybe they don't go they're not too responsive on emails. Maybe go through WebEx and so MRC's help us make this strategy multichannel to get those, customer back. Right? And it wasn't the card. We started with some tactics and we start, first with email, then with Sierra Mats, and adding some customer, some web extent, using web recommendations, using email recommendations, and all those those little, building blocks helped us build a more, structure or more complete campaign for win back. Yeah. And I like how you took a took a journey, if you will, on adding in more channels over time. I think that's super smart. So, and as you are building in these new channels into your, into your ecosystem, right? So, data is a big component of that. You're getting different. You're collecting different engagement points across each of these channels. So being able to connect that data becomes very crucial. And I know, when we, when we spoke, You mentioned how a Mars bridges the gap between your online and offline, especially regarding store closings. And then whenever you reopen that store, How do we make sure we continue to keep that data connected? So could you speak to just your experience with connecting data across online and offline channels? Yes. Amarcis was key, in this part of the pandemic, because once the pandemic started, we had to close over all American Water stores. But we can't we kept constant communication with our clients through our courses using offline online campaigns So at the end of next year, we thankfully opened new stores, and MRC's really helped us in communicating with our customers these new store openings or even new product launches or even when our brick and mortar stores weren't open, we had communication with our customers. In that communication, was different from the ones from our clients who buy from our e commerce, you know. And I think that helped us a lot. Because then again, customers feel, listen. Right? Like, if you are the kind of person who likes to go on a store and try your shoes, I'm gonna talk to you different as a person who is more used to buying online and who are already used to all those kind of stuff. So So that was very valuable for us. We and and through a Marsis, we didn't have any problem of, doing it. Alright. So you mentioned persona building, and I think that's a big component of our session today. So I wanted to dive into that just a little bit further. So from your perspective as you're mapping out those personas across the different buying stages, it sounds like you need to have a different conversation based on where they're at. And so from from your perspective, what does that journey mapping experience look like? How do you know where to spend your time? And how should marketers go about building out this personalization journey? Okay. So this is really like a big deal, especially ones using one. Yeah. There's a big deal. Everyone, listen up. Yeah. No, especially because you know what, I was in an event, of SAPP and MRCs, about two months ago. And there were a lot of new users of a narcissist. And most of them were talking about how to use the tool and what's the highlight and tell me what you think about it and reviews and everything. And I was You know what? The most important thing about using a tool as a Marsis is that you have the world at your feet, but if you don't know what you wanna do with it is like driving a Ferrari without a a train pilot. You know? So It's like you have to have both the mindset Yeah. I totally agree. You have to have the mindset and the strategy in place, and then you need to have the execution tools matching together. I love it. Okay. Sorry. I didn't mean to interrupt you. No. No. No. Actually, that's the point. So I wanted to tell yoli about what happened when we started using a MRC. So once we started using a MRC, it was key to us. To understand where the touch points of of of of the brand and our customers were and who we were talking to in order to make the customer journey actually feel real, you know? Because it can be, I mean, you you can use the tactics and everything, but if you are not really sure, who are you talking to? And where and what touch points and everything. It's not gonna make sense. Right? It's gonna be it's gonna be it's gonna be it's gonna be weird. So We didn't want that to happen. So we, we really took, the job of getting and understanding where the touch points were and who was this person we were talking. So what we did several interviews, surveys, even phone calls with our customers to build this persona and make a map of her journey. And this helped us a lot to know where MRC was key in several touch points. Right? And how we will wanna approach our customer because it's very different to work on campaigns of lee or in lead campaigns you have to to have a a certain conversation. There's a certain approach than the ones for win back campaigns or recurring customers or even, and and I don't know. It's it's really different approach. So in order to have that and to build a really robust or an an an complete strategy, you need to have very clear where who are who is the person you're talking to and where is this person in your customer cycle? And this is this is one of the things I I talk about the most about Marsis, having the visibility of where your customer is at what point of of its life cycle, it's key. And I think this is one of the greatest, the the greatest points that the Macy's have regarding other CRMs, you know, or even, customer data management software. So having this visibility really makes you understand what they want and what and and what stage of their customer cycle they are and build the strategy based on the goal. Okay. So you you start with the goal and then work back. Building out your personas to match the content included in those campaigns for that end goal. I love it. Okay. And then Could you dive in one level deeper on, like, how do you know where to spend the most time? Are the are those through insights that you're gathering? Is that through automation? Like, what part of the immersive platform are you leveraging to, like, give you the signal of where you should be spending your time as far as building out campaigns for winback versus something more of acquisition? I think it depends, what kind of company you are, but for example, I dive a lot on these, part where you can see the customer cycle, segments. I think that for me is segmentation. Segmentation for me is key. If you use the right segmentation with the right recommendation regarding mailing or a web extend or even CRM ads, I think that is the perfect match. You know, getting the right the right segmentation with the right recommendations, with the right tactics, and with the right strategy, that's what you have to be. And that's what a Marcy's can can can offer. Yeah. And I and I think the beauty of it is it's less on the marketing team to have to make these decisions themselves. So it's se it's segmented for you on your behalf, giving you recommendations on on how you should be grouping certain customers together so that you can send them the right recommendation or what have you. And so I'd love to get your perspective too on. A lot of folks like yourself are approaching, a high peak season the holidays are are approaching. Sooner than than we, always hope, you know, you you, it comes faster every year it seems like. And I think the automations segmentation and the persona development that you have developed really helps to speed up and help you be agile during these high peak seasons. Is there anything that you wanna share as far as best practices for taking all of that goodness that you are creating throughout the year and kind of supercharging it during high peak peak seasons where you're getting potentially more and more volume than you typically have on a day to day basis. Well, I mean, building those campaigns is like a whole process. But one thing I I really recommend and I to do a lot is to work on different segments during hype season. You know, it's very important. Hype seasons are very important for us to get new customers. Yeah. Because, you know, people are interested in buying. Right? But it's also a very good time of the year to get those recurrent customers come back. Right? Spend some time on those, defecting customers because maybe they're interesting. It's a good opportunity to get them back. So one of one of my best advices for peak season is work on different segments and work with the recommendations and work with different channels. I love it. So and then you may you likely already have an idea of which which pieces of the buy and cycle you wanna spend more time on too and kinda make sure that those are locked and loaded in time for these holiday seasons. And like you said, like, hopefully, for the all the new folks that you have coming in maybe for the first time near a brand through just genuinely or generally wanting to purchase more during holiday seasons. I think it's a natural a natural experience for us. Yeah, I love it. Okay. So What advice would you give marketers to be more data driven and be more agile in their workplace? Is this Is this a cultural shift? Is that, like, a tool set? Like, what would you be what would you say is the biggest advice as far as To be honest, it's really easy. And and I it's easy. No. It's easy because, listen, the best advice I can give you is to get to know your customers. And how do you get to know them? Get obsessed with them. Stop them in social media, watch how they buy. Little stock them, get to know them in order to create a better dialogue with them. And I think MRC's, then again, has helped us a lot regarding that. Because once we got to know them, and Mars is with the perfect tool. We were looking in order to communicate better with them. So start from the most basic and then go diving into a, watch them outside the stores, watch them on social media, then go deeper in segments, watch what they're buying, demographics, everything and really, really dive into them. I think that the that's the best advice I can give them. Beautiful. And you you you made a good point of and you talked about this earlier of, you know, you started with win back and anniversaries, like, I know some of the the basic tactics, but there's so many others out there. So I am curious from your perspective, what do you think is next for Lolly in the sky? If you wanna look at the next you know, eighteen months or so. What do you think has changed from your implementation of a Marsis to the types of initiatives that you're looking to now? Well, first of all, as a team, I think it has become more easy to implement specific, strategies based on tactics. So working working with, I'm a fan of tactics, to be honest, because it's been very easy, you know. Before tactics, before Mars, it was really hard. How do you build, from scratch browse abandoned or or or anniversary or even birthday campaigns. How do you build them? Like, how do you start from zero from scratch? So Once we got with Marcy's and to work with tactics and everything, it got really fast and it was really easy for us. And right now, we're we want to spend more time in really reviewing our tactics and making AB testing that we haven't had a lot of time to to to work on that. Because since the beginning, we were starting, on we were focused on implementing more tactics. So right now, I think we really have to focus on making more tests. Get definitely getting more into personalization and keep adding more tactics and making new strategies and hopefully going into loyalty programs. Beautiful. Are are there any specific tactics you're excited about? We just changed, the card abandoned for a new one that it was just released and what else we were looking forward definitely for peak seasons, back in stock, low in stock. Those are gonna be key. Right? And new price drops price drop is gonna be key for price for peak season two. Beautiful. Okay. And, like, speaking of that, with the holidays on on the horizon here, from, like, a speed to like an acceleration of creating campaigns through the use of tactics. Do you feel like that gives you the speed you need to get those set up by the time holidays come around? I hope so. I hope so too. I think you can do it. I think based on, you know, what you've what you've already done thus far with tactics, I have no doubts you can do that. Okay. And then, lastly, let's talk about just general trends. So from, you know, you've been in this industry for for a while here, Are there, any macro trends that you see in the market that you look forward to or you're excited about? Or maybe you're anxious about anything, that you can think of that is on your mind? Well, definitely personalization. I mean, there's so many options out there and everything, it's become becoming a commodity. So I think key players will be the ones who really offer a different approach to their customers. At the end of the day, globalization is making everything possible. But at the same time, I think it's making everything more generic. So I think right now, and in the future, personalization is gonna be key. Kiki Kiki totally. Well, thank you so much for sharing your insights and for chatting with me today. I wish you the best, and thanks again for being with us. In the long line, yellow line. In the sky,