Credible and authentic
It is especially important that an influencer remains credible and authentic. After all, an influencer does not want to be seen as a money-hungry person. Do you really want to see an effect after using influencer marketing? Then a long-term relationship with an influencer is the most effective. You will notice more of this in the long term.
And remember: don't be too businesslike with influencers and really approach them as people with emotions, because influencers are just normal people too.
What do you do when a customer orients himself online on your products, but then only buys them in the store? Then of course you don't want that person to still see advertisements for a product he already has. That is one of the pillars of omnichannel and one of the topics of this podcast.
I was a guest at the Adobe Marketing Symposium in Amsterdam and spoke with Thomas Vaarten of AS Adventures. AS Adventure is the parent company of Bever Nederland and focuses on outdoor products. AS Adventures is the European market leader for the Outdoor category.
Thomas explains that in his vision the hospital email database customer is always central. It does not matter through which channel the customer came in, the customer must be helped well on every channel. To achieve this, Thomas works reactively with the help of Customer Satisfaction Indexes. But he also finds it important to keep his finger on the pulse in the offline stores every day. That is why he is regularly present in the stores to see where he can improve the service and to optimally make the link between online and offline.
Also in the podcast
Measuring is knowing, especially if you want to work with retargeting and profiling. How can you measure and track customer data and reviews? And why does that work so well? Thomas explains that there is a hard fight for the customer and so you want to approach the customer as personally as possible. How do you do that?
About the interviewee
Thomas Vaarten is manager e-commerce at AS Adventures. He joined the company through a traineeship. After his traineeship, he was store manager of various AS Adventures branches in Belgium for several years. At the moment, as manager e-commerce, he focuses on omnichannel at AS Adventures and several subsidiaries.