Welcome to PostFunnel’s 51st episode of the 7 CRM Commandment Series. This time we get to Bluebella – the luxury lingerie brand from the UK. So how do you think they score and rank against the rest?
1. Be Transparent 2/10
Modern customers want to feel like the brands they shop with meet their expectations when it comes to transparency, showing their human side, standing behind clear values, and setting expectations. Not only does that mean brands must commit to social responsibilities and be helpful towards a certain cause or two – customers want access to information as to how it’s being done.
Therefore, with this commandment, we usually look for a specific news item and/or press release where the brand we rate talks about a recent announcement, a simple clarification of some frequently asked questions, or perhaps explains a mishap.
Asides from the initiatives mentioned in the “Be Helpful” commandment below, we could not find any such way the brand is being transparent at this time.
2. Incentives and Perks 10/10
When entering Bluebella’s website, the first banner we saw at the top of the HP was the following promotion:
We also noticed a newsletter signup offer that promotes exclusive deals and news to be sent by the brand via email.
Finally, another incentive and perk offered by the brand is in its Sale section where customers can shop with discounts of up to 70% off.
All in all – that is certainly enough for us to give Bluebella the perfect score on this commandment.
3. Be Relevant 10/10
By partnering with Klarna, the brand offers customers who may be struggling financially the ability to shop now and pay later – a method that has become extremely popular in the past year due to the financial and economic effects of the pandemic.
The brand also offers free delivery and returns in the UK when customers spend over £40 – another convenient and hassle-free shopping method that customers expect from brands today. It may even be the deal breaker when choosing between your brand or the competition.
Finally, the brand is showcasing diversity in the presenters it chooses.
4. Be Helpful 10/10
We noticed a Sustainability at Bluebella dedicated web page which details the brand’s commitment to making a difference and achieving a more ethical and sustainable way of doing business.
The brand writes: “From our factories to our packaging, design concept to delivery, we are committed to scrutinising every aspect of our work, finding ways to develop and implement new sustainability initiatives. Not because it’s cool, but because it is crucial.”
We also noticed the brand has a webpage to its committee dedicated to inclusivity, diversity, equality, and action. On the page, it writes Bluebella, “is committed to using its platform and voice to create actions that make a real and lasting impact in promoting Inclusivity, Diversity, and Equality.”
5. Realtime Personalization 5/10
When adding a black kimono to our cart, we were asked to complete the look with the following item suggestions – a pretty basic way brands use upselling and cross-selling practices to increase sales and encourage additional purchases. (still, though, many brands we’ve analyzed to date tend to miss it.)
When going back to the brand’s page after adding the item to our cart, it was not personalized to show us more of our product of interest – those nightwear kimonos.
Brands that show similar item recommendations according to browsing history and shopping cart data are much more likely to encourage the shopper to follow through on their purchase while providing them with a smoother and more pleasant customer journey.
Finally, when exiting Bluebella’s site and going onto social media – we did not see any realtime retargeting efforts – and the brand could have easily shown us here that black kimono that was left in our shopping cart.
6. Master UX 9/10
Our experience with the brand’s website was nothing but very positive. Everything from the neatly laid out images and videos on the clean background made the entire shopping experience straightforward and consistent.
Browsing was made easy and accessible according to the item color, size, type, and other filters to narrow down search results.
Everything from detailed product descriptions to delivery details and returns options, as well as tons of product reviews, made our experience an excellent one.
Not a perfect 10 for the lack of innovation – the kind that creates a lasting memory that makes you want to come back for more.
7. Leverage Social Media 7/10
Bluebella has an active social media presence and a solid social media following. The brand has 620k followers on Instagram, 11.3k followers on Twitter, and almost 220K likes on Facebook.
On Instagram, it posts in high frequency, and we noticed that Bluebella promotes its products through a full representation of body types and models.
On Facebook, the brand seems to post similar content as on IG. Couple of points taken off for that
On Twitter, though the brand promotes its lingerie, it was nice to see it tag the model in each of the posts – making it feel more real and human, promoting human, unmediated connections with customers – and it’s a nice way to credit the model, too.
Monochrome magic – @notemmawoolley in fan favourite Sawyer 🖤
-> https://t.co/S6NPOw1Bb4#gorgeous #ootd #pretty pic.twitter.com/R7T7VI44Y6
— Bluebella Lingerie (@Bluebella) July 30, 2021
Overall, Bluebella is getting a 53/70 here (76%), placing them 22nd. Excellent job – mostly. Just seems as if the brand falls short in transparency and personalization – two major aspects of strong CRM.
Though realtime personalized marketing techniques can be challenging, a smart CRM hub can unify data, build micro-segments, orchestrate personalized multichannel experiences, send out specific messages to customers, and so much more to really help brands master their CRM!
Overall, Bluebella is getting a 54/70 here (77%), placing them in 18th place! Excellent job – just seems as if the brand falls short in transparency and personalization.
Though realtime personalized marketing techniques can be challenging, a smart CRM hub can unify data, build micro-segments, orchestrate personalized multichannel experiences, send out specific messages to customers, and so much more to really help brands master this commandment too!
Here are the full rankings of all the brands we analyzed to date:
- Pets at Home91%
- Lowe’s90%
- Petco90%
- The Home Depot 87%
- Target87%
- Uniqlo 86%
- Paul Smith 84%
- JD Sports84%
- Vrbo 83%
- N Brown Group 81%
- West Elm81%
- The North Face 81%
- Holland and Barret80%
- lululemon80%
- Morrisons80%
- Brooks Running79%
- Best Buy78%
- Blue Apron77%
- Angie’s List77%
- Gap77%
- Bluebella 77%
- Chico’s76%
- Etsy76%
- Nando’s75%
- The Body Shop74%
- Gymshark 73%
- William Hill 73%
- Essence72%
- Deckers71%
- Inditex71%
- Iceland Foods71%
- Total Wine & More70%
- Tommy Hilfiger70%
- Walgreens70%
- Kohl’s70%
- United Colors of Benetton69%
- Charles & Keith 73%
- Buy Buy Baby68%
- Carter’s67%
- Fiverr67%
- The White Company66%
- Next63%
- Babbel63%
- Patagonia61%
- Express60%
- Burberry60%
- Zara59%
- Sunbasket 58%
- Treatwell58%
- COS57%
- Dream1153%
We publish a new analysis every other week, so watch this space for more brand analyses coming your way!