Dear Mr. Christos Stavrou, Head of CRM at Sunday Natural Products,
I’m writing to you because on Octiber 7th, 2021, we at PostFunnel – a publication dedicated to everything relationship marketing – analyzed your brand’s site experience according to the “7 commandments for basic CRM” – the basic principles that brands should follow in today’s zeitgeist to improve their chances of building meaningful customer relationships.
You can read more about the method at the bottom of this page.
Since we ran the CRM analysis on your brand a few months back, we wanted to revisit it today to see what has changed. After all, we know these things are dynamic.
You can find the original analysis here.
Back then, we gave your brand a below-average score of 55% – which placed Sunday Natural Products at 56th place out of 58 brands analyzed by then. Today, after examining 65 brands, that score is enough only for the 62nd position.
The best scores we gave your brand were 8/10 on two commandments – transparency and relevancy, two aspects of basic CRM that help a brand create an emotional connection and trust with its customer base. It also makes perfect sense with your brands’ values, that you’d do well in these two aspects.
Next, we gave SNP 6/10 at Incentives and Perks, and Helpfulness. Revisiting the site, it’s evident it is still showcasing a very moderate approach towards “sales” and “special offers.” We signed up and didn’t even receive any first-time, sign-up, or newsletter-related offer. Helping your customer base with “deals” and other ways is a tried-and-tested way to improve customer relationships.
Then, we gave SNP a 5/10 at Leveraging Social Media for customer relationship needs. And while it seems as if the company abandoned Facebook, which is a shame – your activity on Instagram alone might be worth more than a 5 score. The versatile use of IG’s tools means we can add a point or two here.
Overall, looking back at these 5 commandments, we don’t any dramatic change compared to our analysis from October. So, a major improvement to your overall score will not come from here.
The biggest potential for improvement, though, was lying in Mastering UX, and in Realtime Personalization, where we gave SNP a 4/10 and a 2/10 in our original examination.
When it comes to the site’s UX – and how it can help nurture customer relationships, get them to stay longer, making it easier for them to make a purchase, and maybe even act as a reason in itself for customers to come back – then we still find sunday.de a bit confusing. The too-large menus coming down the top bar, the product pages that lack reviews. While the site is easy on the eye, for the most part, its UX is a bit outdated when it comes to what customers expect of brands nowadays.
Last, but most certainly not least, is the realtime personalization aspect – the most modern of all the 7 commandments, and one that is basically easily achieved with the right technology. Unfortunately, our recent visit did not give us any reason to improve the score we gave it a couple of months back.
First, we only visited the “Tea” sections. Then, we signed up. Then, we added tea products to our cart. During all that time, nothing about our experience on the site was personalized. Not the homepage, not product recommendations. Even when leaving the site with those same 6 tea products in our cart and hopping onto social media – we were not retargeted with any ads, let alone personalized ones, recalling us to complete our purchase.
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Overall, our new visit and examinations of Sunday Natural Product’s site and its basic CRM practices did not yield any dramatic scores compared to our visit from last October. With a couple of more points on Social Media, we may be able to push the overall score up from 39/70 (=55%) to 42/40, which gives a final score of 60%.
Express and Burberry also have a score of 60% on our rankings, and so a new and slightly improved score for SNP will put the brand tied for 56th position (out of 65 analyzed brands).
That’s a bit disappointing. Especially since we know the importance of personalized experience and its role in getting visitors and customers to come back for more – brands that deploy hyper-personalized CRM Marketing strategies can see a 33% increase in their Customer Lifetime Value. Some, even more.
To learn more about how you and SNP can take full advantage of all the latest, cutting-edge realtime marketing personalization and customer segmentation practices, feel free to reach out to the folks at Optimove at any time. That happens to be their expertise!
About the 7 Commandments for Basic CRM Tactics in A Post-Coronavirus World:
We have a saying here at PostFunnel: All marketing is relationship marketing. Why? Because every touchpoint with a potential customer impacts the kind of relationship, they will have with a brand, if and when they become customers. Even branding has. It’s like what people hear about their upcoming blind date can determine the actual meeting’s success.
In recent years, it meant that the ways brands support global, social, environmental, and even political causes have become increasingly critical to their relationships with customers.
Then, 2020 happened. With its global pandemic’s tragedy, economic downturn, and historical social and political turmoils – people turned their eyes to brands, almost as much as they have to governments. Expecting and judging brands by how they conduct themselves throughout such events was never more crucial to a company’s CRM success.
One after the other, the internet got flooded with articles advising marketing and CRM leaders on making sure their brand is suited for this new reality. So, we combed dozens of them – and came up with a list of 7 staples that appeared in most of those articles.
The seven most essential commandments a brand must follow these days to make sure they put themselves in the best position possible to develop long, meaningful relationships with their customers.
The 7 Commandments:
1) Transparency. Show the human side of your brand
2) Give incentives and perks (that make sense)
3) Be relevant (with your language, offering)
4) Be helpful (improve your communities’ lives)
5) Personalize in realtime (cause, duh)
6) Master UX (slow, clunky websites are no longer an option)
7) Leverage social media (don’t just treat it as a sales channel)
Yup, that’s all. Your CRM efforts will struggle to achieve their full potential without being at least decent at all of these.
And, let’s be honest, it’s not too much to ask of a brand, right?
Yet, you’d be surprised how many well-known brands fall short too often when analyzed through these lenses.
Still, it makes some sense – these changes are happening fast, and not all brands can react and adapt quickly enough and on all fronts.
And we’re here to follow these reactions and adjustments as they happen.