Snow chance to get creative

In January this year, we chided direct marketers for failing to make the most of the cold snap to boost sales. So with temperatures plummeting again, and much of the UK hit by blizzards and ice, have marketers learnt their lesson?

As we pointed out last year, consumers are well aware of the difficult driving conditions, and expect that deliveries may take longer. Most retailers, for their part, are reassuring customers with up-to-date delivery information. Ethical Superstore, for example, suspended its next-day delivery option on 29^th November until further notice due to adverse weather conditions in the north-east of England. Whilst John Lewis, Mark & Spencer, and Argos amongst others, all display notices of possible delays on their home pages. But, just as we said last year, inevitable delays will not deter people from shopping online. Indeed, as Alison Quill, managing director of toys and games cataloguer BrightMinds, posted on Twitter, rainy weather contributed to a significant rise in sales last month, “Will snow gave same effect as rain on mail order, or will customers be nervous about deliveries? Time will tell”.

So how exactly are direct sellers attracting those who are snowed in to visit their website? An email from Hotel Chocolat received this morning urged recipients to “Avoid the snow and order Christmas gifts online TODAY + Free Gifts Offer‏”. This, however, was the only mention of snow in the entire email. It was as though Hotel Chocolat had planned a Christmas-themed email and added snow to the subject line as an afterthought.

An email from the Fish Society, with the jolly subject line “Let it snow”, was actually rather brusque: “We will NOT despatch your order if delivery is threatened by snow”. Of course it makes perfect sense not to despatch perishable goods if they are unlikely to reach their destination before they spoil, but I feel the email could have had a more reassuring and sympathetic tone.

Another email, this time from gifts and gadgets etailer I Want One of Those, buried the snow theme halfway down its email titled “Give better gifts with IWOOT & 10% off Photogifts”. Another rather bland example is Crew Clothing which sent an email titled “Snowed in? Buy your Crew Winter warmers online!”. Exclamation point aside, there wasn’t much to get excited about.

So far, I haven’t received a snow-related email that was truly engaging. Perhaps retailers are all too busy trying to work around the snow in the run-up to Christmas to really get creative.

However, I did get an email from the dedicated folks at Derbyshire-based Dolls House Emporium. Most of them had been out in the car park this morning with shovels and makeshift snowploughs to clear and grit the way for the delivery vans. They even sent me a photo to prove it.--MT

Timing the trigger

When is a trigger email not a trigger? When you can’t remember why it was sent. Take this example from John Lewis: Last week I was shopping for some sunglasses. I fancied a pair spotted on one site and did a Google product search to compare prices and get more details. John Lewis had the pair in stock as well as information on UV protection, zoomable images, and in case they weren’t the right pair for me, some suggestions on what else I might like in different price points.

For one reason or another, I decided not to buy the sunglasses. I left JohnLewis.com and thought no more about it. That happened at the weekend. On Wednesday, I received an email from John Lewis titled: “Thank you for your interest. Free standard delivery on all orders over £30”. This left me puzzled. What interest? Is John Lewis referring to the sunglasses I looked at three days prior, or have I inadvertently visited the site and triggered some other kind of action? And why did it wait until Wednesday to send me this email?

In my opinion, a trigger emails should be almost instant—Amy Africa recommends waiting no more than two hours after the consumer has carried out the action (abandoned basket, or abandoned search, for instance). Three days later and it’s definitely too late. So whilst I appreciate that John Lewis wants my custom enough to bother sending me such an email, its trigger marketing ends up shooting itself in the foot.--MT

Comfort and joy

Two diverse organisations, John Lewis and Oxfam, are using online video in a similar way: to encourage us to spend some of our Christmas budget at their websites.

In its enewsletter last week, John Lewis included a blurb about its Toy Joy video, in which "we asked some children we know to give our predicted best sellers a test run, and as you’ll see, they had lots of fun". In the three-minute clip, a half-dozen or so kids play with scooters, dollhouses, glow-in-the-dark light sabers, and the like. It's a cute idea; I just wish that the production was a bit less slick. The kids seem more like child actors told to play nicely than "real-life" kids who jumped at the chance to mess about with toys. One of the girls in particular appeared positively joyless playing with what looked like a pretty fun dressmaking kit.

John Lewis doesn't seem to have uploaded the video onto YouTube, which seems to be a lot opportunity. Oxfam, on the other hand, has a series of videos on the clip-sharing site as well as on OxfamUnwrapped.com. The site sells "gifts that make a big difference"--£30 buys farming tools for a Third World family, £221 a desk and chair at a school in an impoverished community, £25 a goat for a family in need. The print catalogue includes plenty of callouts directing you to the website to "see this gift in action". The video (below) in which a Honduran family shows how the gift of a cow (£80) improved their well-being is more effective than any copywriter's verbiage could be. And if the expression on the girl's face at the 1:25 mark doesn't epitomise "joy", I don't know what does.--SC