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Driving CRM performance at The ICONIC - Article from Inside Retail
In terms of the basics, like email targeting, it wasn’t up to the standard of what people would expect today. This article demonstrates the true value of apply the "basics of CRM" and what impact it can have to your CRM strategy
Andrew Goldstein
Jan 300 min read


Not all customers are equal - nor should the way you contact them be as well...
Brands who have robust CRM programs deliver the best results. I’ve been refining a simple Customer Engagement Matrix that helps teams step back and ask who do we want to target? with what sort of messaging and offers? how frequently? and what is the end goal of these communications?
Andrew Goldstein
2 days ago1 min read


Andrew Goldstein
Feb 30 min read


Email Marketing Hype vs. CRM Reality: Beyond the Big Percentages
Email and CRM aren’t just about flashy percentages or beautifully designed automations. They’re about measurement discipline, commercial reality, and (most importantly) trust! When you work in CRM, you’re not just sending campaigns, you’re managing customer data and brand reputation.
Andrew Goldstein
Feb 20 min read


CRM in the Age of AI: From Execution Engine to Strategic Capability
The future CRM practitioner won’t be judged by how quickly they can build a journey, but by whether that journey should exist at all, who it should target, and how its success is measured. AI won’t kill CRM as a profession. But it will kill the idea that CRM is just about building campaigns. And honestly, that’s probably long overdue.
Andrew Goldstein
Jan 300 min read


The ICONIC - The Loyalty Rewards You Can’t Add to Cart
A big tick to THE ICONIC for genuinely lifting their loyalty game 👏 Not long ago, I shared my perspective on a missed opportunity to recognise their most loyal customers. Credit where credit’s due, they’ve well and truly turned that around.
Andrew Goldstein
Jan 300 min read


Where is Loyalty Heading?
Curious to hear how others are thinking about this, are benefits finally about to win, or will discounts always be the fastest lever, even if they’re the most dangerous one?
Andrew Goldstein
Jan 240 min read


CRM & Personalisation
There’s a meaningful difference between what a brand wants to recommend (sometimes driven by commercial priorities) and what data and algorithms suggest a customer is genuinely likely to purchase next.
Andrew Goldstein
Jan 230 min read


Choosing the right CRM platform
Some of the platforms that used to be dismissed as “cheaper, basic alternatives” are now rolling out genuinely industry-leading features (hello AI, production recommendations, etc 👋) that rival and in some cases outperform the traditional big players.
Andrew Goldstein
Jan 210 min read


A great example of customer engagement without any offer messaging
One of my favourite CRM emails this week came from Amazon Music and it didn’t include a discount, a promo code, or a countdown timer screaming “LAST CHANCE!!!”.
Andrew Goldstein
Jan 160 min read


CRM in January - what's the best use of time?
January is when revenue anxiety quietly shows up in the inbox. Sales are soft. Targets haven’t moved. So the instinct is familiar: “Let’s push harder.”
Andrew Goldstein
Jan 90 min read


Example from MYER - Recognising valuable customers
I wrote a post a few days ago about how important it is for brands to take advantage of each moment, to recognise and reward members by tier (recognition of value and loyalty to a brand)
Andrew Goldstein
Dec 26, 20250 min read


The Post BFCM period - how to manage customer complaints or complaints from the ACMA
BFCM is over, you see an email from Legal. ACMA Complaints Received. Sound familiar?
Andrew Goldstein
Dec 4, 20250 min read


Customer Loyalty Programs - Ensuring you're recruiting the right crowd and ensuring customers "feel the love"
Recently I saw that THE ICONIC launched a very cute activation in Melbourne; the Front Row Christmas Pop-Up with free coffee, cannoli and gifts. And as someone who has proudly worn the ICONIC lanyard… I love a good brand moment, it really ‘got me looking.’
Andrew Goldstein
Dec 1, 20252 min read


Giving this "consulting thing" a go...
’m a huge believer in customer loyalty (and the beautiful data that comes with it). Great loyalty propositions help businesses make smarter, data-led decisions and deliver real value for customers.
Andrew Goldstein
Nov 28, 20250 min read


Tips on measuring CRM performance during BFCM (or any other time)
You probably know the old saying: “you can manage what you can measure.” The same goes for CRM
Andrew Goldstein
Nov 18, 20250 min read


Emails only do something when they have great content and stories...
I see so many brands send out emails filled with large (and often beautiful) imagery but with no clear purpose for the audience.
Andrew Goldstein
Nov 14, 20250 min read


BFCM Month.. how to keep customers engaged
It feels like Black Friday gets earlier every year…I’ve already noticed several smaller retailers going live with “Black Friday” sales, even before Halloween!
Andrew Goldstein
Nov 6, 20250 min read


MYER vs. The ICONIC - comparing loyalty programs
Opened up Facebook Marketplace this morning and was greeted with ads from two familiar faces; my former employers MYER and THE ICONIC
Andrew Goldstein
Oct 23, 20250 min read


Misusing customer data
It still surprises me how often large organisations under utilise the customer data available to them, whether it’s missed opportunities in driving incremental sales and/or customer engagement; or missed opportunities to use it to prevent simple, avoidable mistakes
Andrew Goldstein
Oct 16, 20250 min read
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