Returns status messages an untapped marketing opportunity, says Newgistics
More retailers are waking up to the fact that operational and transactional e-mail to customers is an untapped opportunity to deliver marketing communications as well. Returns management services provider Newgistics Inc. steps into that void with a new product, launched this week, that builds on its Smart Label service.
Returns Marketing, a new addition to Newgistics’ Intelligent Returns Management suite, is powered by the advance return notification system that also supports its bar-coded Smart Labels. Returns Marketing lets marketers add marketing messages and tailored promotions to the messages on a returned package`s status that are automatically triggered to customers when a package bearing a bar-coded Newgistics Smart Label is returned to the retailer. The marketing messages can be formatted online in html to support branding, or generated for distribution as postcards. They can be segmented and personalized according to customer type.
Newgistics` returns analytics service allows retailers to track customer purchases, repurchases and retention rates off marketing messages attached to returns communications as they already do on regular outbound marketing emails. That information can be used to design and segment future messages within the Returns Marketing service, Newgistics says.
“Direct retail has become increasingly more competitive over the years so customer retention is an incredibly important focus for retailers,” says Newgistics CEO Ray Greer. “Having a superior returns management process in place goes a long way in assuring the customer’s satisfaction after the sale.”
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