City Tour Thought Leadership Series: Dominique Perri

Beth Perry, Content Marketing Editor

So far, Bronto City Tour has landed in London, New York and Los Angeles, and now we’re getting ready for our final stop in Sydney. Throughout our global trek, we’ve highlighted the commerce marketing expertise of many of the speakers and participants on the tour.

Dominique PerriToday, we hear from Dominique Perri, Co-Founder and Head of Marketing for Baby Dino, a popular Australian-based online retailer for children’s clothing. Perri will be part of the commerce marketing panel at City Tour Sydney.

1. What do you see as the future role of email in commerce marketing?

Consumers are growing weary of the daily flood of promotional messages in their inboxes. To maintain high open and conversion rates, data collection and use must become more and more sophisticated to allow further personalization and automation. Brands will need to continually connect with their customers on a deeper and more engaging level to stand out from the clutter. Understanding how to pull valuable insights from sophisticated reports (what actions people took) will help brands alter the offers and call-to-actions in their email sequences to generate the desired responses.

2. What do you think of the revenue-generating capability of social media platforms?

I’ve heard many businesses say that social media is more of a brand awareness tool; however, for Baby Dino, it has proven to be a strong revenue driver. I think there is a lot of potential for driving sales, but it really depends on a number of factors: who your audience is, what your products are and how well you execute your communication through imagery and interaction. For online retail businesses, particularly within fashion, homewares and other styling segments, creating aspirational images is a great way to turn a wanted product into a needed product. It will be very interesting to see how paid ads on Instagram, as well as the increase of shoppable ads, change the market over the next year.

3. What will be the biggest breakthrough in omnichannel marketing in 2016?

Next year, we will continue to integrate different marketing activities to produce a more cohesive and premium customer experience, particularly in the mobile space. However, it’s a fine balancing act. While consumers’ technological expectations are growing, they are also still protective of their privacy. I’m not sure consumers would react positively to geo-targeted or time-targeted SMS from brands they haven’t engaged with previously, but a streamlined loyalty rewards program that allows customers to receive the full benefits both online and offline might be more well-received. It would also allow businesses to build deeper understandings of who their customers are and how they shop.

Want to learn more about the best and brightest in commerce marketing? If you’re in the area, join us for City Tour Sydney. And keep checking the blog for more posts from this series. In the meantime, you can find a collection of other recently published Q&As here.

To learn more about Baby Dino, visit their website.