Customer loyalty key to next phase of growth at The Iconic

Australian online retailer brings on first head of customer retention as its focuses on growth in 2014

The Iconic’s chief executive officer, Patrick Schmidt, has highlighted the importance of driving and measuring customer loyalty as it looks to take the next step as an online retail business.

His comment follow the appointment of the group’s first head of customer retention, Clare Zacka, (pictured) who joins from brandsExclusive, where she headed up the marketing function. She also has extensive experience in consumer loyalty marketing and customer relationship management across both client-side and agency positions for brands including David Jones American Express and CommBank.

Reporting directly to The Iconic’s managing director, Adam Jacobs, Zacka will be responsible for CRM, loyalty and retention. Schmidt told CMO she will work closely with teams across the business to ensure customer interactions across all touch points are enhanced to build “long-lasting relationships with customers”.

“The Iconic has always been focused on delivering an exceptional customer experience, requiring a shared level of commitment and dedication across every department within the business,” he continued.

“The appointment of the head of customer retention at this point in our journey will allow us to continually optimise our efforts towards achieving growth of our loyal, engaged customer base.”

With so many metrics that can be used to measure success of customer retention efforts today, from net promoter score to engagement rates, Schmidt said the company will utilise them all to better understand what makes customers tick.

“The more we learn about our customers, the better we can continue to service their needs and exceed their expectations, and that's the goal at the end of the day,” he added.

Zacka is one of several senior appointments made this month at The Iconic. The group also brought on former Westfield marketer, Sally Bonner, as its new marketing director, as well as Adrian Gribbin as its chief financial officer.

In a statement following their appointments, Schmidt said growth was a key focus for the three-year old group this year as it looks to expand its market position and consolidate successes.

The Iconic has chalked up more than 1 million orders, 250,000 IOS app downloads and a 90 per cent net promoter score rating since its launch.

Today’s customer loyalty game
Customer service and customer loyalty
How Supercheap Auto used big data to model customer loyalty

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

And to add after looking at event pictures plus, observing all AU's visible Blonde Bimbos (think Julie Bishop to this Georgie Gardnerare)...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

CMO 50 2017 announcement mentioning "innovation". I checked date and its November not April so its wasn't an April Fools' Joke. Australia...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

Latest Podcast

More podcasts

Sign in