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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Thank you for a great article, Matt.

Andrey

Top tips to uncovering consumer insights for business innovation

Read more

Latest Podcast

More podcasts

Sign in