The White Company: Using Timely CRM Tactics?


Welcome back to PostFunnel’s 37th episode of the 7 CRM Commandment Series.

Today we get to The White Company – a retailer of linens, home decor, dinnerware, and furniture based in England.

Let’s find out how they score and rank against the rest.

1. Be Transparent 8/10

For this commandment, we don’t usually write about the brand’s website but rather about how they’ve been appearing to the public in the news.

But with TWC – we couldn’t help but notice and want to communicate the level of transparency in the first two banners that we immediately noticed on their HP:

  1. The exact amount of time orders in the UK will arrive in
  2. That there are DELAYS to international orders

Also, the following popup asks customers for feedback in order to do better – which shows the human side of the brand who knows they’re not perfect:

Finally, according to Glamour Mag, TWC never gives out discounts and it seems as if the brand has acknowledged and approved them writing this:

“The White Company discount codes don’t come around very often – much to my dismay – so when GLAMOUR launched a 10% off promotion with the brand earlier this week, my heart skipped a beat.”

Other than this, though, we didn’t stumble on too many other examples of when the brand was showcasing its human side.

Anyhow, the discount thing brings us to our next commandment.

2. Incentives and Perks 5/10

When scrolling down to the bottom of the brand’s HP – we were presented with an “up to 60% off” promotion:

A newsletter signup offer was presented as well:

The white company also has a Sale section on their website.

Other than that – no discounts were on offer to provide customers with incentives and perks to continue shopping with them in the long run.

3. Be Relevant 8/10

Obviously very relevant to shoppers – the brand has created an entire Brexit International Delivery Information page. The page details dispatching info, returns, customs, duty and so much more important info for shoppers.

An update from the company on COVID-19 has also been added to their website. In fact, they dedicated an entire page to detailing info on store closures, how to connect with them, and more.

The personal note below also got to us as it acknowledges these challenging times, especially this past year, where we all must take extra care to stay safe:

Additionally, though, we felt they are lacking product offerings that are timely and relevant to now.

4. Be Helpful 8/10

The White Heart Foundation is a charity that helps vulnerable women and children who are in need, and it has been established by TWC. Funding from this foundation has helped refugees in areas that have experienced financial shortages.

The White Heart has also helped other organizations such as the Prince’s Trust to equip disadvantaged young people “with the skills and experience to enter the retail industry and start their career at The White Company,” as written on their website.

When searching for more info and detail on how the brand has been donating or when the donations have been made – we couldn’t find any concrete articles or recent announcements in the news.

In addition, we couldn’t find a certain cause the brand is passionate about – think sustainability or one that’s a bit more timely (BLM, LGBT+ or even COVID support).

5. Realtime Personalization 2/10

When adding bath towels to our cart, no cross-sell or up-sell techniques were used by the brand. However, there were “customers also viewed” item suggestions:

When going back to the brand’s HP after adding the item to our cart – our experience wasn’t tailored or personalized to suit our product and/or category of interest.

Also, no retargeting efforts were made by the brand in realtime.

6. Master UX 8/10

The brand’s subtle and fresh colors were easy to look at and focus on allowing us to quickly find what we came to look for.

The way in which the product details are presented to customers is neat and unique making it clear and simple to understand what the item’s details are, how to care for them, and when they will be delivered.

Adding items to our cart and removing them was simple – as well as proceeding to check out. Smooth and frictionless.

You can contact the brand in 3 convenient ways that are clearly laid out on their Contact Us page.

Our experience with the brand was excellent overall, but not especially memorable. It’s good, but not good enough to make us come back just for the sake of the experience.

7. Leverage Social Media 7/10

On Instagram, TWC has 785K followers, on Facebook the brand has 347K likes, and on Twitter they have 33.3K followers.

On all three channels, the brand is doing a good job at interacting with customers and pleasing them with light and encouraging content.

A lot of cozy stay at home posts on Insta:


View this post on Instagram


A post shared by The White Company (@thewhitecompany)

On Twitter, however, the brand’s last Tweet was posted over a month ago – therefore, we deducted a few points here.

Still, the fact they do post different content on the 3 platforms is a good start.

Key Takeaways for The White Company

With low scores on crucial categories such as realtime personalization and incentives and perks and not one perfect score – this analysis ended up at 46 of 70 points – or, 66%, placing them towards the bottom of our rankings at 30th place.

Here are the full rankings of all the brands we analyzed to date:

  1. Pets at Home 91%
  2. Lowe’s 90%
  3. Petco 90%
  4. Target 87%
  5. Uniqlo 86%
  6. Paul Smith 84%
  7. Vrbo 83%
  8. N Brown Group 81%
  9. West Elm 81%
  10. The North Face 81%
  11. Holland and Barret 80%
  12. lululemon 80%
  13. JD Sports 79%
  14. Brooks Running 79%
  15. Best Buy 78%
  16. Nando’s 75%
  17. Etsy 76%
  18. The Body Shop 74%
  19. Gymshark 73%
  20. William Hill 73%
  21. Essence 72%
  22. Iceland Foods 71%
  23. Total Wine & More 70%
  24. Tommy Hilfiger 70%
  25. Walgreens 70%
  26. Kohl’s 70%
  27. United Colors of Benetton 69%
  28. Buy Buy Baby 68%
  29. Fiverr 67%
  30. The White Company 66%
  31. Next 63%
  32. Patagonia 61%
  33. Express 60%
  34. Burberry 60%
  35. Zara 59%
  36. COS 57%
  37. Dream11 53%

We publish a new analysis every week, so watch this space for more brand analyses coming your way!

The post The White Company: Using Timely CRM Tactics? appeared first on Post Funnel.

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How Can An Instant Pot Ad Improve Your Communication Effectiveness?


I was skimming through an Instant Pot product description (really no more than a glorified editorial advertisement), when my eyes stopped cold on the following sentence:

“The 10-in-1 multicooker can roast, stew, bake, steam, slow cook, sear/sauté, rice, yogurt, ferment, and warm food at the touch of a single button.”

Sure. I get the idea. I’m not completely cognitively impaired… That’s still a year or two away.

But the sentence construction is wrong in a way that I see all the time in webinar promotional materials and on presentation slides. Grammar wonks refer to it as a matter of “parallel construction” – Each compared item or idea in a sentence should follow the same grammatical pattern.

In the sentence above, “rice” and “yoghurt” are not verbs that apply to the subject “food” in the same way as the other action words in the list. I’ve never heard of a cook wanting to yoghurt her food, and “rice” is a real verb in cooking that has nothing to do with this machine’s capabilities. So including it in the list actually makes the sentence a lie rather than simply unwieldy.

In the presentation world, parallel construction mistakes most commonly show up in bullet point lists. For instance, a webinar description says:

Join this webinar to learn:

  • How to improve outcomes by 25%
  • Ways to boost employee productivity
  • Up to 50% more efficient processes
  • Staying ahead of your competition

The same thing happens on PowerPoint slides all the time, whether they include the actual bullet points or not:

Sample PowerPoint Slide With Listed Text

Now, I’ll be the first to admit that none of these examples are fatal to your message. Your audience knows what you mean. But at some level, nonparallel lists “feel” wrong. For a brief moment, the reader stops thinking about WHAT you are saying and shifts to thinking about HOW you are saying it. And that lessens the effectiveness of your communications.

This is the same reason presentation coaches advise you to get rid of distracting filler words or repeated vocal inflection patterns in your speaking. It’s not that audiences can’t understand you… It’s a matter of making the “mechanics” or “technique” behind your communications unnoticeable so that 100% of your listener’s attention is focused on the point you are making.

Parallel list construction is an easy thing to look for. For each item in the list, throw away all the other items and read the sentence as a standalone phrase. As you read each one, does the sentence sound the same? Does it make sense? …

… Or are you trying to yoghurt your food?


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शुरू करे शुष्क सब्जियों का व्यवसाय | Free Live Webinar On Dehydrated Vegetable Business

Join Now- KVIC brings you a free live webinar on How to start Dehydrated Vegetable Business under the PMEGP

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Perfect Spotify Playlist Collabs


Not sure exactly how long to boil your spaghetti? Of course, you could just watch the clock or set a standard kitchen timer. But Barilla’s solution is more fun: a playlist timer.

The Italian pasta brand teamed up with Spotify to create eight playlists featuring Italian artists that span a variety of genres like pop, hip-hop, and indie. Each song also gets its own pasta-themed cover art.

Those with Spotify accounts can hear them all by clicking the links below:

Mixtape Spaghetti

Boom Bap Fusilli

Moody Day Linguine

Pleasant Melancholy Penne

Best Song Penne

Top Hits Spaghetti

Tiimeless Emotion Spaghetti

Simply Classics Linguine

Perfect for these stay-at-home times when many are cooking more often than usual!

Each song is between nine and 11 minutes long, depending on which form of pasta it’s paired with. That is time from which the pasta has been added to the rapidly boiling pot – not total cook time (just to clarify for complete pasta novices).

That’s not the only collab that Spotify has recently launched.

How to Manage Infinite Customer Journeys

To produce new podcasts and tell fascinating stories, award-winning filmmaker, Ava DuVernay, partnered with Spotify recently too.

“Recognizing the undeniable power of voice and sound, I’m thrilled to extend Array’s storytelling into the realm of podcasts. The opportunity to work with Lydia Polgreen [Gimlet’s managing director] and her passionate team drew us to Spotify as a home for our audio narratives and we couldn’t be more excited to begin this new creative journey,” DuVernay said.

While the Australian Road Safety Foundation teamed up with Spotify to create the Slow Down Songs campaign with Queensland’s leading musicians to geotarget drivers within school zones.

“Every school day, our children are in danger. Despite higher visibility in signage and crossings, many drivers still speed through school zones, often ignoring the 40km speed limits in place,” Brother & Co creative director Andrew Thompson says. (The agency that worked with Spotify to develop the campaign)

Spotify has a global emerging artist program called RADAR, too. It recently announced Flo Milli as the newest U.S. RADAR artist.

“I’m grateful that I’m a part of this program and being that I’m putting out a song right now,” Flo said about being announced as the new RADAR artist. “I think it’s cool to tie that in and it’s a dope way to start off.”

These are all great initiatives that the audio and music streaming brand has created! Exciting to see what creative solutions are coming next.

Become the best CRMer you can:
CRM Hack: Monitoring the User’s Heartbeat
What Does It Mean to Treat a Customer’s Email With Respect?
To Lock or Not to Lock Customers (into CRM Journeys)
What the Efforts to Promote Responsible Gaming Look Like Form the Inside

The post Perfect Spotify Playlist Collabs appeared first on Post Funnel.

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