How Total Tools are Mastering the Trade of Customer Loyalty - LIVE | #350

Coming to you today from another live event…we’re on a bit of a roll and are loving bringing our conversations into a packed room. Much funner than being the lone ranger in my studio. This time, we are in Melbourne at Emarsys The Power to the Marketer event. Power to the Marketer is a global event and this year’s theme was elevating the Art & Science of Marketing. My guest is Darren Gunton, GM of Marketing at Total Tools, Australia’s largest independent professional tools retailer with 81 franchise stores and doing over $1b in revenue. In this chat, Darren channels his customer, the tradie (swear words and all - just a heads up on that if you’ve got any kids with you!) He shares how he is pushing the boundaries of hyper personalisation with a loyalty programme that services the 1.9m tradies Total Tools has on its database (Total Tools is one of EMarsys long standing and proudest customers. He also shares how a fail fast mentality is his mode of choice and how he goes face to face with his customers - sometimes with some shitty results. It will all make sense in the chat I promise! There are a tonne load of loyalty tips in here and bucketloads of passion for making sure customers have a great experience. We’re going to kick off with our chat with Darren and then close out with some takeaways with EMarsys Will Wilson who is the Regional Vice President of Sales for A Pac and Japan and was the host with the most on the day. Links from the episode:EmarsysTotal ToolsQuestions answered:What are the most important operational elements to grow a loyalty program across omnichannel? How are you going to leverage the most from the Emarsys platform over the next 12 months?What were your highlights from Power To The Marketer 2023?About your co-hosts: Darren Gunton from Total ToolsDarren is a passionate, driven and successful marketing professional who thrives on success and enjoys infecting others with his passion and energy. He has over 20 years of professional marketing experience, specialising in hospitality and retailing in a franchised environment. Whilst he prides himself on his strategic thinking, his strength lies in the ability to drive a business by being hands on and leading by example.You can contact Darren at LinkedInWill Wilson from EmarsysAs Regional Vice President for APJ, Will leads the sales team across the region for Emarsys. Will has a passion for learning about how businesses serve their consumers and identifying ways to support their strategic growth through technology. Will has over 15 years experience in MarTech, consulting and leadership roles.You can contact Will at LinkedInThanks to our sponsors, Shopify and Klaviyo, for bringing you the show.Sponsor Add To Cart: https://addtocart.com.au/sponsor/Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community