Fashion! CRM Marketing and Customer Retention with Ted Baker’s Nicky Lomax

Nicky Lomax is a super star CRM leader–most recently spending 4 and a half months at global fashion retailer Ted Baker as Head of CRM to build and train the new team, fix the CRM tech stack and database, launch SMS, cut costs, and put in place a killer strategy for 2024. 

Hit PLAY to hear: 

• The importance of CRM in eCommerce 
• How to start building your CRM strategy 
• Going about doing a CRM audit 
• Why negotiation is an crucial CRM skill 
• The role of the team and leadership in CRM 

Key timestamps to dive straight in: 

[03:32] Nicky’s eCommerce journey. 

[07:36] Cost per acquisition is going up; focus on retaining existing customers. 

[09:05] Get into SMS and get your strategy right. 

[14:03] Assess strategy, reporting, team, tech, and delivery. 

[16:13] Optimising supplier relationships to maximize budget efficiency. 

[19:20] Team collaboration and involvement in decision-making crucial. 

[20:52] Nicky’s Top Tips! 

Full episode notes here: https://ecmp.info/489

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