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
A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.
In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.
Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
This journey would identify all your future life aspects!
Maryann Humphrey
Open Colleges: one-to-one journeys is the goal
It's a pretty good idea. I think this integration is useful. Don't you agree?
Misty Stoll
Officeworks hops on voice interface bandwagon with Google Assistant integration
ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.
DragoCubed
Optus goes for education with 5G network campaign
Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...
Radiata Solutions
6 Ways to ramp up Social Media to Your Web Design
This is a unique experience! Will be interesting to talk to their managers.
Joyce Harris
How Krispy Kreme revitalised its brand in a saturated market