Performance Marketing, the Key to Knowing your Next Digital Step: The Harry Rosen Edition
At the start of the pandemic, many stores were forced to temporarily close their physical locations during the lockdowns. This resulted in many customers shopping online for what they needed and turning to the websites of their favorite brands. Companies needed to pivot their businesses to accommodate for this new shopping behavior.
Harry Rosen, a Canadian retailer of luxury men’s clothing, was no exception. Their customers were moving online for their shopping and expecting a seamless and tailored experience as they would in store. But this isn’t as easy as one might think, especially when you are no longer face to face with your customers. How can you tell what your customer Is looking for, or when you can up-sell or cross-sell? You have to use a different guide, playbook if you will, to ensure that your customers’ shopping needs are met. This is where performance marketing comes in.
Performance marketing isn’t merely a part of digital marketing. It is so much more than that. Performance marketing is about learning more about your customers and their needs, understanding what success looks like and developing a plan to measure, create and execute the ideal digital-first strategy for your brand.
I recently attended a seminar where Paul Michel, the Senior Manager, Performance Marketing at Harry Rosen, discussed his journey as a digital marketer and how Harry Rosen leveraged performance marketing to enhance their online experience. Using key metrics to measure success as well as the engagement and needs of their customers, Harry Rosen was able to offer a seamless omni-channel experience through curbside pick-up and virtual consultations and continue the in-store experience online as much as possible.
It’s always interesting to hear how a company shifted their strategy to meet their customers' needs during the pandemic and which aspects of that strategy they’ve continued to implement with all their physical locations open for business. It also makes you think about what it takes to get customers back into the store if the online experience you offer your customers is seamless and tailored to their needs.
Maybe it’s about making shopping not just a requirement but an event and celebrating going out and being around people again. In-store, customers can feel the material of the clothing, try them on and have a style expert help them through the process and make sure they walk out the door with a look or more that they can feel confident in.
From every seminar I attend, I always hope to garner a bit of insight, a bit of wisdom from someone who has taken a different career path than I have. One thing I learned from Paul Michel is that you never know where you might land. If a job sounds interesting, why not apply? You never know where it might take you. Maybe right through the doors of Harry Rosen.
