Modern technologies have changed the lives of people. In business, technologies also play a significant role. This is especially important for the promotion of business and the tools that accompany it.
To date, no business can do without a website. And those companies that have already invested in creating this promotion tool get the biggest number of customers.
After the Internet revolution, the era of mobile technology has come. The mobile application is an effective tool that broke into our world together with mobile phones.
So, why businesses need mobile applications?
- Increased sales. The main goal of any business is to increase profits. All marketing tools should help achieve this goal. A mobile app is a means of attracting and retaining customers. With the help of built-in functionality, for example, push-notifications, you can motivate users to buy goods from you. You can also advertise various promotions and discounts with the help of the application. Your business gets into all the phones of potential customers and stays in their pockets. No other type of advertising can give such results as a mobile app.
- Getting ahead of competitors. Most companies use flyers, advertisements on TV and radio, SMM marketing and websites to promote business. If we look at AppStore and GoolgePlay, then we will find a small number of apps for business within a certain city or region. This means that this platform for promotion is not yet saturated with competitors. Having an application allows you to be ahead of companies that only have a website. And in Google search you will mainly find sites that have a mobile application, because this affects usability.
- Attracting new customers. You can make a system of bonuses for installing the app. Everyone likes bonuses and discounts. This method helps you to stand out and win the trust of customers.
- To gain customers’ loyalty, you need to be useful and necessary. With the help of the loyalty program, you can share interesting bonuses for them to make sales, encouraging them to make the next purchase. For example, you can give a special offer to your clients like “Minus 10% for the next trip” or make a bonus account where a client will receive 5% of the cost of the previous trip. Thus, in order to receive a bonus, the client will use the services of this company again and again, and YOU will receive profit from loyal customers. In fact, your app will replace bonus cards that are not in trend any more. Always remind about yourself with the help of push-notifications. According to statistics, push-notifications force the client to return to the application twice more often. In these messages, you can insert links to landing pages. Getting used to receiving interesting content, the client starts waiting for your push-notifications. Geolocation works well for this strategy. Thus, you can configure the application so that notification only comes to those clients who are in the selected geolocation area.
- Target Audience. A mobile application only attracts target audience. A client who is not interested in your services is unlikely to download your application, thus you work directly only with your potential customers.
- Traffic to your site. The possibility to link an application to a company’s site helps to attract traffic via search engines. By transferring the user from the site to the mobile application, the company continues to work with the potential customer further. And he cannot leave just by closing the page in the browser. The connection “site + application” brings double benefit to the company. In order to convince the user to download the application, you just need to install a pop-up window on the site offering a bonus for installing the app. And be sure to put the redirect page to install the software in Google Play and App Store.
We would like to note that the existence of a mobile application does not solve all business problems, but in the hands of a skillful marketer it can become a powerful tool for promoting a business and making it stand out.
Salesforce and Google ramp up data sharing partnership for CRM marketing
Following integration between their CRM and analytics products late last year, Salesforce and Google have announced that they will now share data between Salesforce Marketing Cloud and Google Analytics 360.
The tie-in between the two cloud-based products, which is already in trial with brands including Ticketmaster, would allow Salesforce customers to access insights from both platforms to build highly-personalised and reactive campaigns based on cross-channel insights.
Speaking to TechCrunch, Salesforce’s VP of product marketing, said; “Now, marketers are able to deliver meaningful consumer experiences powered by the world’s number one marketing platform and the most widely adopted web analytics suite.”
Brent Leary, owner of the consulting firm CRM Essentials commented in the same TC report that the partnership is going to be “meaningful for marketers”; “The tighter integration is a big deal because a large portion of Marketing Cloud customers are Google Analytics/GA 360 customers, and this paves the way to more seamlessly see what activities are driving successful outcomes.”
The announcement follows a deal struck at the end of last year, that would see the two cloud giants pool together sales and advertising data from Salesforce’s platforms with Google’s own analytics, for clients who opted into both services.
Especially in the current climate, the phrase ‘data-sharing’ is likely to ring alarm bells, however, Salesforce assures that the platforms will not be sharing specific information about individual consumers in compliance with the GDPR update. Instead, the data shared will be metadata or aggregated reporting results.
Also announced today (June 13) at the Salesforce Connection Conference, the CRM-leader will be rolling out updates to AI software Einstein, which will include more granular segmentation and a new ‘splits’ tool, which will use machine learning to create unique, personalised journey paths for each customer.
Nine West, Bandolino Brands Sold to ABG for $340 Million
Nine West Holdings Inc. has sold its Nine West and Bandolino footwear and handbag businesses at a court auction to Authentic Brands Group for $340 million.
The brand management firm won the auction by bidding more than $140 million over its initial stalking horse bid.
Ralph Schipani, chief executive officer of Nine West, said, “We are pleased to have completed this important step in our restructuring and are now focused on moving forward with the reorganization of our remaining businesses with the support of our key stakeholder groups.”
ABG chairman and ceo Jamie Salter said, “The addition of these two brands enhances ABG’s growing lifestyle portfolio, while launching our global footwear platform. We see incredible opportunity to expand the brands beyond footwear and handbags, specifically in the apparel and home categories as well as in new markets around the world.”
Once the sale is approved by a Manhattan bankruptcy court and the deal has closed, ABG will assume all the licensing partnerships and marketing initiatives for both brands. ABG named Marc Fisher Footwear as operator of the footwear businesses and Signal Products as operator of the handbag businesses. A court hearing is scheduled for June 18 and a closing date is slated for July 15.
Nick Woodhouse, president and chief marketing officer of ABG, said, “This purchase elevates ABG’s footwear and accessories business to over $2 billion in global retail sales and brings our portfolio to nearly $8 billion.”
Nine West Holdings filed for Chapter 11 bankruptcy court protection in April in a Manhattan bankruptcy court.
Nine West Holdings sold the two businesses so it can recapitalize its balance sheet. The sale will help the bankrupt firm restructure operations so it can focus on its profitable businesses — One Jeanswear Group, its Jewelry Group, the Kasper Group and its Anne Klein business. The company has said it plans to exit bankruptcy court proceedings around September.
Howard Schultz to Step Down as Starbucks Executive Chairman
Howard Schultz, the outspoken executive chairman of Starbucks, will leave the company at the end of the month, bringing to an end the tenure of a socially conscious entrepreneur who turned a local Seattle coffee chain into a global giant with more than 28,000 stores in 77 countries.
Mr. Schultz’s decision to retire, a plan he said he privately outlined to the board a year ago, will most likely stoke speculation that he is considering a run for president in 2020. He is frequently mentioned as a potential candidate for the Democratic Party and has become increasingly vocal on political issues, including criticizing President Trump last year as “a president that is creating episodic chaos every day.”
While Mr. Schultz, 64, typically bats away speculation about his political ambitions with an eye roll or a pithy answer, on Monday he acknowledged for the first time that it is something he may consider.
“I want to be truthful with you without creating more speculative headlines,” he told The New York Times. “For some time now, I have been deeply concerned about our country — the growing division at home and our standing in the world.”
One of the things I want to do in my next chapter is to figure out if there is a role I can play in giving back,” he continued. “I’m not exactly sure what that means yet.”
Asked directly if he was considering running for president, he said: “I intend to think about a range of options, and that could include public service. But I’m a long way from making any decisions about the future.”
Mr. Schultz said he and the board had expected to announce his departure last month, but that plan was upended after an episode at a Philadelphia store in mid-April in which two black men were arrested after waiting inside one of the company’s stores without making a purchase. Last week, Starbucks closed all of its company-owned stores around the country for four hours for racial bias training, a program that Mr. Schultz had spearheaded.
[Read: “Starbucks’s Tall Order: Tackle Systemic Racism in 4 Hours.”]
The possibility that Mr. Schultz, who has spent three decades leading Starbucks, could run for president has become far more realistic with the election of Mr. Trump, a real estate developer and reality-television star before his political career.
Mr. Trump’s successful candidacy has set off a wave of speculation about business leaders eyeing a shot at the White House. Robert Iger, Disney’s chief executive, publicly said he had been considering running for president until he struck a deal to buy 21st Century Fox. Jamie Dimon, chief executive of JPMorgan Chase, is also thought of as a possible candidate, and Mark Cuban, the billionaire owner of the Dallas Mavericks N.B.A. team, has said he planned to consider running as Republican, but would need to convince his wife first.
“She asked me if I want to stay married,” Mr. Cuban said last November.
Under Mr. Schultz’s leadership, Starbucks has waded into debates over social issues such as gay rights, race relations, veterans’ rights, gun violence and student debt. Mr. Schultz was an early champion of the idea of a corporate executive as a moral leader as he sought to achieve what he described as “the fragile balance between profit and conscience.”
Still, Mr. Schultz cautioned against reading too much into his decision to leave Starbucks. “I want to be of service to our country, but that doesn’t mean I need to run for public office to accomplish that,” he said.
He stepped away from the chief executive role at Starbucks last April, handing the reins to Kevin Johnson. It was the second time that Mr. Schultz had made that move, having given up the role in 2000 to become chairman, only to return to the chief executive position eight years later.
His latest departure, however, is a greater separation than before. Myron E. Ullman, the former chairman of J. C. Penney, will become Starbucks’s new chairman, and Mr. Schultz will be given an honorary title of chairman emeritus.
Mr. Schultz said he planned to work on his family foundation and write a book about “social impact work and the efforts to redefine the role and responsibility of a public company.”
Bill Gates, the co-founder of Microsoft, whose father was the lawyer who helped Mr. Schultz buy Starbucks in 1987, said, “Howard has built an amazing organization in Starbucks, and it’s exciting to consider what he might accomplish philanthropically.”
On Monday, just hours before Mr. Schultz planned to send a letter to the company’s 350,000 employees around the world announcing his decision, he visited Starbucks’s first store at Pike Place Market for the last time as its leader.
“I’ve been doing this for almost 40 years,” he said. “Taking my green apron off is hard. It is emotional. More emotional than I thought it would be.”
“I told myself a long time ago that if I was ever going to explore a second act, I couldn’t do it while still at the company,” he added.
Mr. Schultz’s legacy as an entrepreneur will be defined as much for his vision to create a global coffee chain as for his progressive approach to running the company — or, as he has often said, “to build the company my father never got to work for.”
Mr. Schultz, who grew up in the Canarsie section of Brooklyn, said watching his father, a World War II veteran who became a truck driver and later a taxi driver, struggle to make enough money to pay for basics had led him to offer complete health benefits for full- and part-time employees and their domestic partners, a first for such a chain. He later provided stock options for part-time workers and offered to cover college tuition for students enrolled in online courses at Arizona State University.
“Howard proved that a company could be more successful and profitable by elevating humanity,” said Mellody Hobson, president of Ariel Investments and a Starbucks director who will become vice chairwoman when Mr. Schultz steps down.
Under Mr. Schultz, the company’s financial success has been immense. Shares of Starbucks have risen 21,000 percent since the company’s initial public offering in 1992; an investor who had put in $10,000 then would have more than $2 million today.
Still, Mr. Schultz’s progressive approach to management has not been without criticism. The company announced two weeks ago that it would let customers and non-customers alike use its restrooms following the incident in Philadelphia, and it was soon criticized by some as putting its store managers in increasingly complex and difficult situations that they may not be properly trained to handle.
And Mr. Trump has criticized Starbucks as trying to be too politically correct, bashing the company for no longer selling Christmas-themed cups. “Maybe we should boycott Starbucks?” Mr. Trump said on the campaign trail.
For Starbucks, Mr. Schultz’s departure will most likely be seen — both internally and externally — as a new challenge. While Mr. Schultz had already handed over the chief executive title to Mr. Johnson, he largely remained the face of the company as he continued to champion the idea of Starbucks as “the third place” — a meeting ground between home and work that he modeled from coffee bars in Italy after he took a trip there in 1983.
Starbucks itself is transitioning in the United States from a fast-growing company to one that’s more likely to rise and fall with the rest of the economy. Still, it is growing wildly in China, where it is planning to open as many as two new stores a day. It is one of the few American companies that operate in China without a local partner.
Mr. Schultz, however, said his decision to leave now — even after the episode in Philadelphia — illustrated the complete confidence he had in Mr. Johnson, the company’s top management and its board.
“The timing was never going to be perfect,” he said.
At the original Pike Place Market store early Monday, with only a handful of customers looking on, Mr. Schultz leaned over to inscribe the wall next to an espresso bar he installed himself in 1987: “This is where it all began. My dream to build a company that fosters respect and dignity and create a place where we can all come together over a cup of coffee. Onward with love.”
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