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Halfords: Intelligent Lifecycle Marketing
19th October 2010
eCircle 2
Agenda
1. Introduction – Halfords
2. Email past
3. A busy 6 months
4. Email present
5. What is the future?
6. Summary
Halfords – Life on the Move
eCircle 3
Unique service offer and the natural destination
• UK’s leading retailer of automotive and leisure products
• 1 in 3 bikes sold in the UK is sold by Halfords!
• Strong brand qualities that help customers enjoy Life on The Move
• 469 Stores + [223] Auto centres nationally
• Differentiating business through service
eCircle 4
Agenda
1. Introduction – Halfords
2. Email past
3. A busy 6 months
4. Email present
5. What is the future?
6. Summary
Halfords customer lifecycle: April 2010
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Acquire Convert Grow Retain Reactivate Intensive Care
WelcomePurchase
Stimulation
Repurchase
StimulationLoyalty
Reactivate
Purchase CycleSpecial Treatment
BAU/Offers
Product
Review
Opportunities for email interaction: April 2010
eCircle 6
Browse triggers / stimulate purchase Social alerts Abandon cart
Product Review Re-purchase trigger VIP programmeFlyers
(birthday/sale)Lapsed
open/click/purchase
Welcome Engagement sequence
CO
NV
ER
SIO
NG
RO
WT
H
RE
TE
NT
ION
Cross-sell
0
50
100
Email Marketing Maturity: April 2010
eCircle 7
EMMA Rating = 0.56
StrategyAppreciation of importance of strategy, but not employed. Conscious of growth opportunity. Where to start?
Segmentation & PersonalisationBasic. Use of opens and clicks
Layout and ContentConsistent, clear creative, strong brand focus,
List GrowthHarvesting email addresses in store. Online data capture – competitions, promotions.
Automation & EfficiencyNo event/time based triggers
AnalysisHigh level KPI analysis. No optimisation programme. No conversion tracking
eCircle 8
Agenda
1. Introduction – Halfords
2. Email past
3. A busy 6 months
4. Email present
5. What is the future?
6. Summary
eCircle 9
Strategy – Where do we go?
Focus on immediate opportunities.
Who are the
eCircle 10
Prospect Lifecycle - Prioritisation
VISITORS
BROWSERS
BASKET ABANDONERS
SINGLE PURCHASE CUSTOMERS
REPEAT PURCHASE CUSTOMERS
• First opportunity identified
• High volumes
• Coremetrics partnership – intelligent offer
• Scalable to other triggered programmes
• Potential for further refinement – segmentation by product
eCircle 11
Converting Browsers to Purchasers
We generated some interesting results...
eCircle 12
Product Browse - Monthly Example
20.7%
25.7%
7.1%8.8%
21.0%
10.5%6.2%
BrowsedProduct
Different ProductProduct
Review
3rd
Alternative 2nd Alternative
1st
Alternative
Navigation
• Prospects have shown propensity
• Didn’t buy, but came close
• Importance of product category
• Scale - applies to every Halfords product
• Track and measure
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Prospect Conversion - Abandoned Basket
How does this compare to Browsers?
eCircle 14
Abandoned Basket - Monthly Example
25.1%
40.6%
16.7%
8.4%
AbandonedProduct
Different Product
Product Reviews
Navigation 2.5%
3rd
Alternative
4.0%1st Alternative
2.7%2nd Alternative
eCircle 15
Converting single purchase to multiple purchase
• Targeting specific customer types based on purchase history - Bikes
• Encourage next purchase – incentive
• Intelligent Offer - relevance
• Touch Points - conversion and service message
• Cross sell, brand reinforcement, lifestyle reminder
• Relevant presence beyond the first sale
...how does it work?
eCircle 16
Post Purchase Programme
Week 1
• Offer – Free first service
• “How to guides”
• Driving customer back to Halfords.com
• Extra value, supporting customer
eCircle 17
Post Purchase Programme
Week 2
• Product Review
• Pulled in from existing programme
• Supporting user generated content
eCircle 18
Post Purchase Programme
Week 3
• Second reminder - free service
• Cross sell of “Bike Care” plans
eCircle 19
Post Purchase Programme
Week 4
• More focused cross sell
• Gadgets and Upgrades
• Intelligent offer options
• Clothing and Accessories
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Social Alerts
• User generated content
• Interaction – real terms
• Product confidence
• Push back to site
• Support conversion
eCircle 21
Welcome Programme – Sign Up
• Important first touch point
• Register at every department
• Email confirmation, then newsletters
Keen Cyclist
eCircle 22
Welcome Programme – Preference Centre
• Profile Building
• Stored in eC-messenger- access
• Drives relevant marketing
• Engine room for all campaigns
MOT due in May
We’ve got 3 kids!
Interested in Everything!
eCircle 23
Agenda
1. Introduction – Halfords
2. Email past
3. A busy 6 months
4. Email present
5. What is the future?
6. Summary
Opportunities for email interaction: Today
eCircle 24
Browse triggers / stimulate purchase Social alerts Abandon cart
Product Review Re-purchase trigger VIP programmeFlyers
(birthday/sale)Lapsed
open/click/purchase
Welcome Engagement sequence
Cross-sellCO
NV
ER
SIO
NG
RO
WT
H
RE
TE
NT
ION
Acquire Convert Grow Retain Reactivate Intensive Care
WelcomePurchase
Stimulation
Repurchase
StimulationLoyalty
Reactivate
Purchase CycleSpecial Treatment
Halfords customer lifecycle: Present
eCircle 25
Welcome
BAU/Offers
Websitebrowsetrigger
AbandonBasket
Social Alerts
Sale Flyer
Product Review
Post-Purchase
0
50
100
Halfords October 2010
Industry Average
Best Practice
Email Marketing Maturity: Today
eCircle 26
EMMA Rating
1.14
StrategyTactical, medium and long term strategy in place. Regularly reviewed.
Segmentation & PersonalisationWelcome Programme, Preference Centre, Recency
Layout and ContentFocus for Q4 2010, post analysis
List GrowthMobility and tactical data capture. Further Coremetrics tagging
Automation & EfficiencyAbandoned , Browsed and Post Purchase Triggers
AnalysisMonthly, quarterly reviews and process of optimisation
Email Marketing Maturity: Before and After
eCircle 27
EMMA Rating
0.56
Strategy
Analysis
Segmentation &
Personalisation
List Growth
Automation
& EfficiencyLayout &
Content
0
50
100
Halfords October 2010
Industry Average
Best Practice
EMMA Rating
1.14
0
50
100
eCircle 28
Agenda
1. Introduction – Halfords
2. Email past
3. A busy 6 months
4. Email present
5. What is the future?
6. Summary
Fully Engaged
No incentives needed.
(Regular shoppers might benefit from
customised timing of campaigns or introduction
to new products).
Lost
Once regular customer, no longer shops.
Not online, or lost to a competitor.
Not a Customer
Does not shop at Halfords or respond to
offers.
Might be engaged by competitions / surveys
not directly linked to products.
Returning Customer
Customer rarely shops at Halfords but made a
recent purchase.
Customer Behaviour: Further Segmentation
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4 or More0-1
Orders / 6 Months
0-1
2-4
5 or More
High value customers
2-3
Last Order
(Months ago)
Testing and Optimisation Programme
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Analysis – which segments
KPI benchmarking
Goal definition and priority
Scheduling
Implementation and measurement
Continuous Improvement
Subject Line
MultivariateEye Tracking
Complex testing programmes require control
Automation – Dynamic Content
eCircle 31
Header
Main Message
Call To Action
Footer
Footer
Footer
Footer
• Modular
• CMS
• Logic
• Scalable
• Automation
• Efficiency
Hierarchical Control
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eCircle 33
Agenda
1. Introduction – Halfords
2. Email past
3. A busy 6 months
4. Email present
5. What is the future?
6. Summary
SUMMARY
eCircle 34
• Customer conversion within lifecycle
• The six core disciplines
• Relevant and timely campaigns
• Evolution
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UK
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T: +44 (0)20 7618 4200
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