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TIME TO GET PERSONAL ON THE CUSTOMER JOURNEY .
TIME TO GET PERSONAL ON THE CUSTOMER JOURNEY
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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
118%
124% 112
% 98%
77%68%
54%
37%39%
2008 2009 2010 2011 2012 2013 1014
121.4
135.1
147.5
168.2
173.1
183.6
193.1
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
JOHN
Home Owner5 miles from store
JENNY
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
Taken to relevant page(s) via natural search
Query via search engine
Filters by price, brand, rating, offers, social content
Reads reviews, watches video, compares multiple options
Product detail pages
Add to cart
Search/Category & Landing pages
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
Taken to relevant page(s) via natural search
Query via search engine
Filters by price, brand, rating, offers, social content
Reads reviews, watches video, compares multiple options
Product detail pages
Gift card, ship to multiple addresses, loyalty points, redeem coupons, giftwrap, wish list
Add to cart
Search/Category & Landing pages
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
Taken to relevant page(s) via natural search
Query via search engine
Filters by price, brand, rating, offers, social content
Reads reviews, watches video, compares multiple options
Product detail pages
Gift card, ship to multiple addresses, loyalty points, redeem coupons, giftwrap, wish list
Add to cart
Loyalty
Search/Category & Landing pages
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
CRM
Marketing Auto-
mation
Point of Sale
Third-party web
CMS/
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
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Daniel Moure
CMO, Pureformulas
Oren Harnevo
CEO, Eyeview
Bernardine Wu
CEO, FitForCommerce
Q & A
THANKYOU,KELLY!
(personalized)
