Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson" Episode: Ep. 265 – Future of Segmentation with Anthropologie Sr. Dir. Global Strategy, Ian Dewar
Release Date: January 31, 2025
Presented By: Marigold
Host: Jay Schwedelson, GURU Media Hub

Introduction

In Episode 265 of "Do This, NOT That!" hosted by Jay Schwedelson, listeners are welcomed to an insightful conversation with Ian Dewar, the Senior Director of Global Strategy at Anthropologie. The episode delves into the future of market segmentation, customer feedback strategies, and Dewar's unique career journey that led him to Anthropologie.

Guest Introduction: Ian Dewar

(00:40 - 02:23)
Jay introduces Ian Dewar, highlighting his extensive role at Anthropologie which spans overseeing customer strategy, loyalty programs, analytics, and customer insights across North America, Canada, and Europe. Dewar shares a light-hearted moment about his Anthropology-themed home office, emphasizing his deep connection with the brand.

Ian Dewar’s Career Journey

(02:23 - 08:30)
Dewar recounts his non-linear career path, starting with a marketing degree and stints in advertising and economics before leading bike tours in Europe. His passion for creating unique customer experiences led him to roles at Back Roads, Trek, Specialized, and The North Face, where he developed loyalty programs centered around experiential rewards. This journey culminated in his current role at Anthropologie, where he leverages his extensive experience to enhance customer experience through data-driven strategies.

Notable Quote:
"I created experiences that customers couldn't do on their own, whether it's bike trips in the Swiss Alps or hiking adventures in Nepal." – Ian Dewar (04:10)

Building a Loyal Customer Base at Anthropologie

(08:30 - 12:33)
Dewar discusses Anthropologie's unique approach to customer engagement, emphasizing the constant refresh of inventory and store experiences which encourage repeat visits. Unlike other brands with static seasonal offerings, Anthropologie ensures that each visit presents something new, fostering a sense of discovery and excitement among customers.

Notable Quote:
"The secret sauce is that the brand really listens to what customers are looking at, what they're buying, and responds by continuing to create unique products." – Ian Dewar (09:22)

Harnessing Customer Feedback at Scale

(12:33 - 15:37)
Dewar elaborates on Anthropologie's robust feedback mechanisms, including post-transaction surveys and an annual customer census. With close to 500,000 data points annually, the team gains deep insights into customer preferences and satisfaction. This feedback drives product development, assortment planning, and overall customer experience enhancements.

Notable Quote:
"We've received close to 400,000 survey responses from customers this year, with extensive comments that provide invaluable insights." – Ian Dewar (13:56)

Key Metrics in Customer Feedback

(15:37 - 17:35)
The conversation shifts to the critical metrics Anthropologie tracks to gauge customer satisfaction and loyalty. Dewar highlights the use of Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and specific metrics related to store and online experiences. These metrics are monitored weekly, with deeper analyses conducted monthly to inform strategic decisions.

Notable Quote:
"We track NPS and CSAT, and we report on them weekly, with a monthly deep dive to understand the underlying trends." – Ian Dewar (14:50)

Future of Segmentation in Marketing

(17:35 - 18:45)
Dewar shares his perspective on the evolving landscape of market segmentation. He advocates for a multi-layered approach, focusing on identifying and nurturing high-potential customers rather than solely targeting inactive segments. By prioritizing the most engaged customers and tailoring acquisition strategies to attract similar profiles, brands can drive sustainable growth.

Notable Quote:
"The future of segmentation is multi-layered, focusing on where the opportunity lies to get incremental purchases from your best customers." – Ian Dewar (16:50)

Personal Insights: Ian’s Bucket List

(18:45 - 19:56)
In a light-hearted segment, Jay probes Ian about his personal bucket list. Dewar expresses his desire to visit Argentina, specifically to indulge in the local culinary scene inspired by Argentinian chefs. His passion for travel and unique experiences echoes his professional focus on creating memorable customer interactions.

Notable Quote:
"I really want to go to Argentina and experience the vibrant food culture, especially the giant steaks at Buenos Aires." – Ian Dewar (19:05)

Conclusion and Final Thoughts

(19:56 - 21:30)
As the conversation wraps up, Dewar encourages listeners to engage with Anthropologie's offerings and stay connected through their stores and online platforms. Jay wraps up the episode by promoting upcoming virtual marketing events hosted by GURU Media Hub and thanking Ian for his valuable insights.

Notable Quote:
"Follow Anthropologie, come to our stores, buy stuff, and check out what we're doing outside of traditional product lines." – Ian Dewar (20:11)

Key Takeaways

• Customer-Centric Strategies: Anthropologie thrives by continuously refreshing its product assortment and store layouts, fostering a dynamic shopping experience that encourages repeat visits.
• Robust Feedback Mechanisms: With extensive survey data and customer insights, Anthropologie effectively tailors its offerings to meet evolving customer preferences.
• Strategic Segmentation: Focusing on high-potential customer segments and aligning acquisition strategies to attract similar profiles ensures sustainable growth and deeper customer loyalty.
• Experiential Loyalty Programs: Dewar's background in creating memorable experiences translates into Anthropologie's approach to loyalty, emphasizing unique rewards beyond traditional gift cards.

Resources and Follow-Up

• Follow Ian Dewar: LinkedIn (Link to be added in show notes)
• Explore Anthropologie: Anthropologie Website
• Sponsor: Marigold – Relationship marketing platform helping businesses acquire and retain superfans.

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