TIME TO GET PERSONAL ON THE CUSTOMER...

transcript

TIME TO GET PERSONAL ON THE CUSTOMER JOURNEY

ABOUT FITFORCOMMERCE

Boutique consultancy helping online businesses ‘figure out how to grow, what they need and where to find it’

Team of former multichannel practitioners - retailers, marketers, technologists and service providers - with hands-on expertise in eCommerce, Omnichannel and Mobile

eCommerce Diligence™ is a philosophy and methodology based on diligent preparation and decision-making to ensure success

Omnichannel Strategic Diligence - Merchandising, Marketing, Technology, Operations, Organization, Financial, Globalization

Selection Diligence –Requirements & selection of technologies and providers

Customer Experience, Usability & Design

Program Management of Implementations, Coaching, Testing

Recruiting for strategic and senior talent that aligns with e-strategy

Benchmarking, Research, Market Analysis

The Personalization Evolution

In 1999 Peppers & Rogers coin “1:1 marketing”

Amazon delivers email & site personalization (product recommendations)

Retailers adopt algorithm-based personalization for onsite presentation

Triggered, personalized emails are norm amongst forward-thinking retailers

Web experience becomes more personalized when good data is leveraged

Mobile growth sees early stage cross device personalization

In-store personalized experience is new ‘holy grail’ (clienteling)

Importance of Personalization By Channel

Source : Neollane &The Direct Marketing Association Marketing Charts July2013

Consumers Want a Personalized Experience

Source: Janrain Harris Interactive | etailing

71% of Shoppers agree personalization makes it easier to find the products that they want to buy

74% get frustrated with websites when content/offers/ads/ promotions/etc have nothing to do with their interests

57% are OK with providing personal information on a website as

long as it is for their benefit and being used in responsible ways

56% of on line shoppers are more likely to return to a site that recommends products

The Personalization Journey

But Not Too Personal

Technology is finally ready to support true personalization.

Device access and tools such as localization and geo-targeting ill enable a truly 1:1 experience

However users are still sensitive to privacy concerns.

Personalization needs to be helpful, not creepy now that the retailer will be in the users pocket.

Top 3 Priority

Source: MYBUYS | the etailing group

In Pursuit of Personalization

Source: MYBUYS | the etailing group

EYEVIEW PROVIDES MARKETERS WITH PERSONALIZED VIDEO ADVERTISING SOLUTIONS THAT DRIVES MORE SALES

BILLIONS OF VIDEO ADS ARE WATCHED DAILY IN THE US

THE PROBLEM-99% OF THEM WATCH THE EXACT SAME TV AD

THAT JUST DOESN’T MAKE SENSE

WENATCHEE, WA BROOKLYN, NY

SEARCH FOR KITCHEN SEARCH FOR OUTDOORS

EYEVIEW PERSONALIZED VIDEO ADVERTISING

LOWE’S GOALEntice customers to drive the “extra mile” to a Lowe’s store

HISTORICALLY…

Percent of US Households Receiving Weekly Newspaper US Online Video Viewership (millions)

1940 1950 1960 1970 1980 1990 2000 2013E2010

124% 112

77%68%

37%39%

2008 2009 2010 2011 2012 2013 1014

LOWE’S CHALLENGE

Finding new and innovative ways to deliver hyper-local deals as print consumption drastically declines

LOWE’S CHALLENGE

And 1 in 3 Millennials watch mostly online video/no broadcast TV

Watch Mostly Online Video & No TV

34% 20% 10%

MILLENNIALS GEN X BOOMERS

Source: 2013 New York Times Video Study

AudienceData STEP 1: WE COMBINED CIRCULAR, LOCAL, WEATHER.

TRANSACTIONAL, 1ST PARTY & EYEVIEW DATA

STEP 2: WE CUSTOM BUILT MILLIONS OF VIDEO ADS Personalized

Messaging

STEP 3: WE PROGRAMMATICALLY BUY THE RELEVANT AUDIENCE

Not in-market to buy

NOT BUYING

JILLJACK

Country LifestyleHome Improver

Home Owner5 miles from store

Inquisitive Curator Trendsetting Style

Programmatic Audience

Buying

CUSTOMER EXPERIENCE

With also reaching linear TV in 18 months

CROSS PLATFORM

RESULTS

1.8 Million Unique Videos

CUSTOMER EXPERIENCE

PureFormulas is a leader in the health & wellness digital space, distributing the purest and highest-grade natural supplements, with an average of 400,000 active customers supported by 80+ customer-centric service professionals.

VISITS PROSPECTS LEADS CUSTOMERS RETENTION UP-SELL CROSS-SELL

• Customer knows what they want – make their experience a cinch

• If support is needed, help customer choose

• Context Aware: smoother hand-off between phases of the journey

• Convenience: empower the customer with the right tools to shop

• Support: content and service available across a number of channels

• Mobility: delivered to any customer, anywhere, and at any time

PureFormulas’ User-Centric Approach

Learn about and compare products

Register & shop great products with ease

Familiarize with product and feel validated with decision

Manage account easily, set-up preferences, loyalty, etc.

Confidence in past decision, product selection, service, prices, and value-add experiences

Quickly purchase additional products with minimal effort

Enhance current offerings, content and comparison experience

Automate enrollment process and message, ease of use and convenience

Enhance messaging, account setup and initial learning experience

Increase adoption of products, services and content consumption

Contextual messaging and escalation based on preference/attitude

Intelligent & predictive behavior, auto-ship tool, etc.

• Member benefits

• Value propositions

• Customer HappinessTeam

• Online account mgt. • Tools• Great content

• Triggered e-mails

• Exclusive events

• Special deals

• Personalization

• Custom configurations

• Acquisitions

• Conversion %

• AOV

• Sales

• Registrations

• Rewards enrolls

• Autoship enrolls

• Member visits

• Inbound calls

• Chat sessions

• Content views

• Personalization

metrics (up-sells, etc.)

• Autoship %

• Attrition %

• Conversion %

• AOV

• Visits

• Views

• Product views

• Search

CUSTOMER NEEDS

ROLE OF PF.COM

TACTICS

SAMPLE KPIs

For any customer, from any location, at any time, on any device

PureFormulas’ Customer Experience & Framework

• Navigation & contentenhancement

• Comparison• Search• Selection

• Tutorials• Registration and setup preference

48 year old, mother of two.

• Focus on paid search and grow organic search

• Online Video Ads

• Paid Media

• Paid Social

• Product-Related Content

• Product Video

• Blogs

• SEO Content

• Product Comparisons

• Cookie User

• Determine Content Consumption

• Remarket Campaign

• Personalization, Hyper-Targeting

Captivate Educate Identify Re-engage

Business Impact => Increase awareness of PureFormulas’ offering, engage users by driving them to the site, and increase overall demand.

Flow Example: Awareness & Education

MARY: Spectrum of Personalization

Taken to relevant page(s) via natural search

Query via search engine

Filters by price, brand, rating, offers, social content

Search/Category & Landing pages

Visited the site in last 30 days.

Consumed price comparison content.

• Remarketing

• Relevant Keyword Search

• Product Content

• Comparison Content

• Live Chat Support

• Hyper-Targeting (Cross-Sell/Up-Sell Offer)

• Validation of Decision • Purchase

Business Impact => Converting visitors into shoppers.

Flow Example: Acquisition

Capture Decide Cross-Sell/Up-Sell Checkout

JOHN: Spectrum of Personalization

Reads reviews, watches video, compares multiple options

Product detail pages

Add to cart

Given relevant cross-sells, offers

New customer, (0-90 days).

• Welcome • Feedback

• Account Setup

• Opportunity to Segment

• Introduce Tools & Features

• Premium Content

• Videos & Tutorials

• Trigger Special Deals, Events

• Preferences

• Express Checkout, Continuity

Registers Check-In Educate Empower

Business Impact => Adoption of accounts, tools and services to reduce future attrition.

Flow Example: Onboarding

PATRICIA: Spectrum of Personalization

Gift card, ship to multiple addresses, loyalty points, redeem coupons, giftwrap, wish list

Add to cart

Given relevant cross-sells, offersCheckout

Existing customer, (90+ days).

Visits site with typical needs. Might call in and ask questions.

• Account Mgt.

• Multi-device experience

• FAQs

• Videos & Tutorials

• Live Chat

• Calls

• E-mail Updates

• Mobile Messaging

• Site Alerts

• Premium Content

• Deliver Content Across Channels (Social)

• Rewards

• Autoship

Experience Support Message Value-Add

Business Impact => Delivers great service efficiently across many channels to increase likelihood of retention and utilization of rev-gen features, i.e., Autoship.

Flow Example: Engagement

BARBARA: Spectrum of Personalization

Gift card, ship to multiple addresses, loyalty points, redeem coupons, giftwrap, wish list

Add to cart

Loyalty

Given relevant cross-sells, offersCheckout

Build the customer profile, engage via web, social and mobile

Personalization in Action

Evolution and Expansion

Big Data

Beacons

Geo Targeting

Mobile – Phones, Phablets, Watches…

Omni – Channel becomes Every Channel

Amazon Patent Application “Anticipatory Shipping” …ships an order before it is even placed!

Location Location Location

http://www.estimote.com/estimote-for-retail.html

http://cdn.itproportal.com/photos/ibeacons_1_contentfullwidth.jpg

GILT Your Personal Sale

eBags Obsession

My Neiman Marcus

Source : Monetate Fashioning a Customer First Digital Strategy

ModCloth

CVS my Weekly Ad

Do we believe it’s the tip of the iceberg?

Panel Discussion

Personalization Cheat Sheet

Personalization – It Takes a Village

IT/Data

Marketing Auto-

mation

Point of Sale

Third-party web

Content

Owner: Mktg/Sales/Cust Svc

Owner: Marketing

Owner: Sales / IT

Owner: Marketing / External

Owner: Marketing/Comms/Ecommerce

• Target accuracy• Co-op & program

expansion

• Efficiency in spend• Budgeting/Planning

• More leads• Better qualified leads

• More detail for segmentation

• Increase in open, CTR, & conversion

• Larger orders• Increase in repeat buyers

Daniel Moure

CMO, Pureformulas

DMoure@pureformulas.com

Oren Harnevo

CEO, Eyeview

Oren@eyeviewdigital.com

Bernardine Wu

CEO, FitForCommerce

info@fitforcommerce.com

THANKYOU,KELLY!

(personalized)

TIME TO GET PERSONAL ON THE CUSTOMER...

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