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WEBINAR Custora + The Tie Bar Discussing high growth fashion retailers NETTA KIVILIS, HEAD OF MARKETING, CUSTORA TIM GRACE, VP E-COMMERCE, THE TIE BAR
C U S T O R A1 C H AT T H E M .1 Q U E S T I O N S ?
W E B I N A R
Custora + The Tie Bar Discussing high growth fashion retailers
N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A
T I M G R A C E , V P E - C O M M E R C E , T H E T I E B A R
C U S T O R A2 C H AT T H E M .2 Q U E S T I O N S ?
Netta Kivilis Head of Marketing Custora
C U S T O R A3 C H AT T H E M .3 Q U E S T I O N S ?
Tim Grace VP eCommerce The Tie Bar
C U S T O R A4 C H AT T H E M .4 Q U E S T I O N S ?
Takin’ care of business
1. Why we’re here
2. Chat your questions
3. Q+A at the end
4. Winners selected
5. Will share deck & recording
6. One more thing...
C U S T O R A5 C H AT T H E M .5 Q U E S T I O N S ?
The Tie Bar goodies
+
C U S T O R A6 C H AT T H E M .6 Q U E S T I O N S ?
The Tie Bar goodies
+
With any purchase from The Tie Bar*
C U S T O R A7 C H AT T H E M .7 Q U E S T I O N S ?
We’re working with sharp teams. Intro to Custora
Custora is a predictive marketing platform built for e-commerce teams. We help retailers acquire valuable customers and improve customer retention .
C U S T O R A8 C H AT T H E M .8 Q U E S T I O N S ?
Collect and clean data from every tool and channel
1
Clicks
CRM
Transactions
We’re working with sharp teams. Intro to Custora
C U S T O R A9 C H AT T H E M .9 Q U E S T I O N S ?
1 2
Clicks
CRM
Transactions- Platinum customer - Athletic persona - High purchase
frequency
We’re working with sharp teams. Intro to Custora
Collect and clean data from every tool and channel
Generate predic-tive insights for every customer
C U S T O R A1 0 C H AT T H E M .1 0 Q U E S T I O N S ?
Learn about customers and segments
1 2 3
Clicks
CRM
Transactions
We’re working with sharp teams. Intro to Custora
Collect and clean data from every tool and channel
Generate predic-tive insights for every customer
- Platinum customer - Athletic persona - High purchase
frequency
C U S T O R A1 1 C H AT T H E M .1 1 Q U E S T I O N S ?
Collect and clean data from every tool and channel
Generate predic-tive insights for every customer
Learn about customers and segments
Plug insights into existing tools to make it rain
1 2 3 4
Clicks
CRM
Transactions
We’re working with sharp teams. Intro to Custora
- Platinum customer - Athletic persona - High purchase
frequency
C U S T O R A1 2 C H AT T H E M .1 2 Q U E S T I O N S ?
We work with sharp teams
C U S T O R A1 3 C H AT T H E M .1 3 Q U E S T I O N S ?
High-Growth Fashion Index
Analysis of over 20 of the fastest-growing fashion & lifestyle retailers in North America (growing 28% in 2014 on average).
www.custora.com/pulse
C U S T O R A1 4 C H AT T H E M .1 4 Q U E S T I O N S ?
Tim Grace VP eCommerce The Tie Bar
C U S T O R A1 5 C H AT T H E M .1 5 Q U E S T I O N S ?
T
Tell us about The Tie Bar
C U S T O R A1 6 C H AT T H E M .1 6 Q U E S T I O N S ?
Size of customer base Revenue per customer Average order value
+8.5% +18% +1.6%
2014 Growth
Benchmark Stat
High growth retailers vs. Average
C U S T O R A1 7 C H AT T H E M .1 7 Q U E S T I O N S ?
T
Poll
What is the online marketing channel driving the most e-commerce transactions in your store? According to whatever attribution method you use
A. Affiliate marketing
B. Online search (free + paid)
C. Email marketing
D. Social Media
E. Display advertising
C U S T O R A1 8 C H AT T H E M .1 8 Q U E S T I O N S ?
Percentage of E-commerce Orders by Marketing Channel, 2014
Free SearchPaid SearchAffiliateEmailReferral Social Display Direct
Other
23.6%
16.3%
13.5%
11.1%
9.2%
1.9%
1.7%
1.75%
21%
Benchmark Stat
C U S T O R A1 9 C H AT T H E M .1 9 Q U E S T I O N S ?
Acquisition
“ We’re trying to transition into a type of marketing that produces customers who are going to be more loyal, instead of optimizing for the initial sale.”
C U S T O R A2 0 C H AT T H E M .2 0 Q U E S T I O N S ?
Acquisition
1. Mix change: Search->social, audio (Pandora)
2. Experimentation
3. Site & product experience that cultivates loyalty
C U S T O R A2 1 C H AT T H E M .2 1 Q U E S T I O N S ?
Winning with Data
“We’re a lean team that does a lot with a little. Our ability to use data allows that.”
“Our team got very good at writing SQL queries, but that’s not scalable”
C U S T O R A2 2 C H AT T H E M .2 2 Q U E S T I O N S ?
The Custora Plug
“We use tools like Tableau and Custora* for data science capabilities in-house without hiring data scientists”
C U S T O R A2 3 C H AT T H E M .2 3 Q U E S T I O N S ?
The Custora Plug
“We use tools like Tableau and Custora* for data science capabilities in-house without hiring data scientists”
* shameless pug
C U S T O R A2 4 C H AT T H E M .2 4 Q U E S T I O N S ?
Average retailer High growth retailers
24-27% 15.4%
Repeat purchase within 60 daysEarly repeat rate
Benchmark stat
C U S T O R A2 5 C H AT T H E M .2 5 Q U E S T I O N S ?
T
Poll
Which email marketing tactic has been most successful for you over the past year?
A. Customer segmentation
B. Personalization
C. Sales, promotions & discounts
D. Lifecycle and automated triggers
C U S T O R A2 6 C H AT T H E M .2 6 Q U E S T I O N S ?
Email: What’s working?
C U S T O R A2 7 C H AT T H E M .2 7 Q U E S T I O N S ?
Stores & omnichannel
“Get the brand out in front of people who may not have discovered it otherwise”
C U S T O R A2 8 C H AT T H E M .2 8 Q U E S T I O N S ?
Stores & omnichannel
1. Start slowly: home market, around holidays, popup
2. Expand gradually
3. Think about omnichannel interaction (e.g. email invites to local customers)
C U S T O R A2 9 C H AT T H E M .2 9 Q U E S T I O N S ?
Custora U Courses
Customer-Centric Marketing
Customer Lifetime Value
Segmentation
Lifecycle Marketing
Cohort Analysis
Predictive Analytics
Custora E-commerce Pulse
High Growth Fashion Index
Add’l resources
C U S T O R A3 0 C H AT T H E M .3 0 Q U E S T I O N S ?
The Tie Bar goodies
+
C U S T O R A3 1 C H AT T H E M .3 1 Q U E S T I O N S ?
The Tie Bar goodies
Promo code: custora Purchase required
+
C U S T O R A3 2 C H AT T H E M .3 2 Q U E S T I O N S ?
Q+A
A S K A W A Y
N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A
T I M G R A C E , V P E - C O M M E R C E , T H E T I E B A R
