Coherent Path

06/14/2022

Coherent Path has been acquired by Movable Ink. As Coherent Path continues on our new journey, follow Movable Ink for all future updates, milestones, and achievements.

Learn more here:

Movable Ink Announces Intent to Acquire Coherent Path

07/08/2021

Is your company's revenue growing due to new customers or are you also cultivating existing ones?

Although it's ideal for retailers to employ a mixture of both, it is important that retailers first engage and retain the disengaged customers they already have.

Not only is this mindset more cost-effective, but it’s using your existing customer database to its full potential.

During the past year, many North American consumers bought from a retailer they had never purchased from before.

New customers will naturally come as you build your brand.

The key to a solid customer base is to keep and grow existing disengaged customers into more devoted customers.

In this episode of the Coherent Thoughts podcast, James Glover spoke with Michael LeBlanc, of the Voice of Retail Podcast and the Retail Council of Canada. Michael provided some great insights on a variety of topics, including:
- Differences between Canadian and American retail
- The importance of catalog exposure
- Brand-building with new customers
- Product recommendations
- Retaining new customers

Check out the newest episode of Coherent Thoughts: https://podcasts.apple.com/ca/podcast/coherent-thoughts-podcast/id1533816271?i=1000528191950

06/22/2021

Email marketers can often make educated guesses based on testing certain pieces of creative among a subset of their overall audience, but what if you could know how your content would perform before you sent it?

With a model based on advanced analytics, you can score every piece of email content based on quality and specialization.

Once marketers know which content is best suited to each customer, they can feed that content to the correct audience, maximizing conversion potential and increasing customer spending.

This enables them to begin on a journey to implementing true predictive personalization, not just feeding customers content related to what they’ve bought in the past.

This type of shift can even help shape the individual’s journey to benefit retailers’ business goals, guiding him/her toward high-value categories and helping with product discovery.

Knowing the value of your content is the first step which opens doors to a whole new world of email marketing possibilities.

Interested in how we measure the quality of content and drive higher opens, clicks and conversions for our retail clients?

Get our new Email Marketing Insights Report eBook here: https://coherentpath.com/email-marketing-insights-report-ebook/

Learn nine different email marketing insights around content and more from retention-minded brands. Retail email personalization moves to a new level - Get your free copy today!

06/10/2021

Dieticians need to know their client to know the best diet for that person.

Many factors feed into how they create a diet: price, medical history, the client’s goals, and others.

It’s also always changing to match that person’s needs at a given time.

In the same way, creating a personalized content diet requires knowing your customer.

Personalization is heavily dependent on data.

The accuracy and amount of quality data that marketers have on hand is really important, especially when adopting predictive personalization that shows customers products that they may not even know they would like.

Recently, Brian Rants of Cordial came on the Coherent Thoughts podcast to discuss the amazing platform they have which enables customer-obsessed brands to deliver automated experiences at scale.

(Which also happens to seamlessly integrate with Coherent Path.)

Some of the topics discussed by host and CEO James Glover and Brian in this episode of Coherent Thoughts include:
- The importance of unifying data across platforms
- Relationship-building in marketing
- How to scale personalization
- The correlation between value and personalization
- The marriage of data and content

Link to the full conversation: https://podcasts.apple.com/ca/podcast/coherent-thoughts-brian-rants-sr-strategist-evangelist/id1533816271?i=1000524964100

06/03/2021

The past year has been a story of struggle and adaptation for many retailers.

Now they’re coming out the other side, and things are looking up.

But at the beginning of the past year’s events, many retailers were scrambling to figure out how they were going to survive without the in-store element of their business.

Some were well-equipped for the challenges they faced, but others struggled more than most - some even went bankrupt.

What is the difference between these two results?

According to Doug Stephens, the retailers best prepared for the events of the past year were the ones that disrupted themselves by choice before they faced external obstacles.

Whether it be moving to a more model or increasing their online presence, brands like • Nike • are always doing something to disrupt themselves so they are better prepared for challenges that may come their way.

In this episode of Coherent Thoughts, host James Glover and guest Doug Stephens discuss:
- Doug’s new book, Resurrecting Retail
- Retail’s rapid transformation over the past year
- Why Amazon.com may be its own worst enemy
- Helping customers with product discovery
- Predictive vs. reinforcement-based analytics

Link to the full episode: https://podcasts.apple.com/ca/podcast/coherent-thoughts-podcast/id1533816271?i=1000524081955

05/12/2021

Many people are familiar with the frustrations of working with incompatible technologies.

We know how frustrating this can be, especially in the world of email marketing.

That’s why Movable Ink and Coherent Path's integration is so exciting for email marketing teams.

Together, Coherent Path and Movable Ink allow retailers to automatically create and deliver the right balance of content for each unique customer in real-time. This enables retailers to maximize the value from each piece of content while generating peak engagement over time.

Recently, Rachel Cowlishaw of Movable Ink (and formerly, Neiman Marcus) appeared on the Coherent Thoughts podcast to talk about our partnership, as well as topics that included:

- Some common misconceptions about email strategy.
- The importance of selecting the right creatives for customers.
- How to streamline personalization.
- The accelerated rate of change in the retail sector due to COVID.
- The importance of sending personalized messages to each customer.
- How retailers should attack the problem of limited creative content supply.

If you’re looking for the inside scoop on the importance of email personalization and how brands go wrong, you will enjoy the newest episode of the Coherent Thoughts podcast.

Rachel’s retailer experience and current perspective from the vendor side gives her valuable insight that retailers.

Listen here: https://coherentpath.com/coherent-thoughts-rachel-cowlishaw-movable-ink/

04/29/2021

Is your company doing the right things to drive customer retention?

Or are you doing the same things that every other brand is doing?

2020 was the year of customer acquisition year for e-commerce. The struggle many brands are now encountering is retaining these customers.

Since email is the number one way that brands communicate with their customers, it should be the tool for their retention efforts.

But how do you differentiate yourself from other brands vying for the customer’s attention?

Thankfully, Nicholas Wiktorczyk specializes in turning one-time shoppers into repeat customers.

Nick’s experience driving retention for e-commerce brands at his company, Spently gives him great insights on what brands need to do to create and execute a successful retention strategy.

In this episode of the Coherent Thoughts podcast, host James Glover speaks with Nick about creating personal relationships between your brand and customers to drive retention.

Some of this week’s topics include:
- Balancing personalization and privacy.
- Leveraging customers’ high buying temperature.
- The importance of leveraging transactional email.

It’s a timely conversation with great insights from a customer retention industry-leader.

Listen here: https://podcasts.apple.com/ca/podcast/coherent-thoughts-nicholas-wiktorczyk-ceo-co-founder/id1533816271?i=1000519284439

04/15/2021

Is your company creating enough content for email?

It is making content that is engaging and, as important, drives conversions.

Over the past year, the importance of leveraging email creative content has become more important.

With email being one of the few channels to directly communicate with customers, many brands recognize that they aren’t getting enough engagement out of what they send customers.

If anyone knows how to successfully leverage creative content, it’s Jim Casale.

Jim’s 20 years of experience leading marketing and creative teams give him some unique insights that not many others in the industry have.

In this episode of Coherent Thoughts, James Glover speaks with Jim Casale about how to properly use creative content in marketing.

Some of the topics touched on include:
Quantity vs. quality in creative content.
How to effectively personalize content to the ideal customer.
Methods to measure content effectiveness.
How machine learning factors into all of this.

It's terrific insight from someone who has spent his life in the marketing industry.

Link to the full conversation below.



https://podcasts.apple.com/ca/podcast/coherent-thoughts-podcast/id1533816271?i=1000517267179

03/17/2021

In the newest episode of the Coherent Thoughts podcast, James Glover and special guest, dunnhumby's Kyle Fugere, talk about -commerce, the impact of COVID on consumer habits and the importance of over the past year.

Listen to the conversation here:

In this episode of Coherent Thoughts, James Glover speaks with dunnhumby’s Kyle Fugere about the changing grocery retail landscape. Kyle Fugere is the Global Head of Ventures at dunnhumby as well as the Head of dunnhumby Labs where he focuses on bringing innovative new technologies to retail. This...

03/07/2021

By trusting AI rather than relying on past segmentation strategies, Orvis has moved toward unified email sends that allow for better cross-category personalization and increases in all email metrics. See how you can use AI in your next email campaign:

At our NYC Peer Forum, Orvis shared how they moved to dynamic, curated email and Forrester discussed how to hack your email program. Read the full recap!

03/06/2021

Facebook and Google control all content on their platforms... are you just renting your audience's attention from these channels?

Read more at:

A well-rounded marketing strategy will leverage both types of channels — but investments in owned channels where you control the audience, reach, timing, and context are crucial ingredients in keeping messaging personal, and building stronger connections with your audience.

03/04/2021

How targeted is your email marketing?