E-commerce An expert perspective

Transcription

1 WEBINAR E-commerce An expert perspective BRETT ROBBINS, HEAD OF BUSINESS DEVELOPMENT, JORDAN, HEAD OF CUSTOMER INSIGHTS, 1 QUESTIONS?

2 A few reminders 1. Why we re here 2. Chat your questions 3. Q+A at the end 4. Polls throughout 5. Raffle for the $$ 6. Will share deck & recording 2 QUESTIONS?

3 Today s Agenda 1. Lifecycle Marketing Examples 3. Takeaways 3 QUESTIONS?

4 We re Intro to working Custora with sharp teams. Custora is a predictive marketing platform built for e-commerce teams. We help retailers acquire valuable customers and improve customer retention. Tools This is our sweet spot Teams Data 4 QUESTIONS?

5 We work with sharp teams 5 QUESTIONS?

6 WEBINAR Lifecycle Marketing + 6 QUESTIONS?

7 Poll How does your company define an active customer? A. Customer who has made at least one purchase B. Repeat customer who opened an in the last 6 months C. Customer who has made at least one purchase in the past 90 days D. Repeat customer who has made at least one purchase in the past 90 days E. None of the above: I chatted you our definition 7

8 Customer Lifecycle Milestones in a common path that most customers tend to follow over the course of their relationship with a retailer. 8 QUESTIONS?

9 Lifecycle Marketing s Transactional Calendar Lifecycle 9 QUESTIONS?

10 Lifecycle Marketing s Early Member Mid Active Late At-risk Welcome series Member-to-customer conversion Cart abandonment One-time buyer series Cross-sell Loyalty / Birthday Replenishment New product Win-back 10 QUESTIONS?

11 Poll Do you send these types of programs? Check all that apply 1. Welcome series 2. Customer loyalty promotions 3. Cross-sell recommendations 4. Replenishment 5. Win-back 11 QUESTIONS?

12 WEBINAR Examples 12 QUESTIONS?

13 Early Lifecycle Welcome series Member-to-customer conversion Cart abandonment 13 QUESTIONS?

14 Welcome / Member to customer Welcome series Promotional CTA 14 QUESTIONS?

15 Welcome / Member to customer Mobile Promotional CTA Drive to store 15 QUESTIONS?

16 Welcome / Member to customer + Segmentation + Predicted conversion + Device/platform affinity + Price sensivity segmentation 16 QUESTIONS?

17 Welcome / Member to customer Segment on predicted conversion rates Test promotions & creative Results: 1.75x lift in conversion, 3.5% Revenue lift Before After Every new member Tailored Campaigns 17 QUESTIONS?

18 Mid Lifecycle One-time buyer series Cross-sell Loyalty / Birthday Replenishment New product 18 QUESTIONS?

19 Mid Lifecycle Daily s + Segmentation by customer lifecycle Shopper 1 - Long time customer Shopper 2 - On list, never made a purchase 19 QUESTIONS?

20 Cross-sell Recommendations + Limited personalization 20 QUESTIONS?

21 New product announcement No offer + Segmentation 21 QUESTIONS?

22 Replenishment Send based on predicted reorder cadence No offer 22 QUESTIONS?

23 Backcountry Improve revenue and conversion of seasonal s Identify product affinity segments to deliver more personalized s Shopper 1 Made gear purchases Shopper 2 subscriber 23 QUESTIONS?

24 Late Lifecycle Retention > Acquisition 24 QUESTIONS?

25 Late Lifecycle: Win-back Calendar based win-back rules Evergreen + Segmentation + Send timing/offers according to predicted churn likelihood Shopper 1 Male Shopper 2 Female 25 QUESTIONS?

26 Win-back: Optimizing promotions Looking to move away from promotions Built segments based on responsiveness to discount Results: 10X ROI and 2X lift in revenue per user 26 QUESTIONS?

27 Poll Which customer lifecycle stage presents the largest opportunity for improvement to your marketing team? A. Early B. Mid C. Late 27 QUESTIONS?

28 Leap from good to great Don t Do 28 QUESTIONS?

29 Leap from good to great Don t 1. Don t over-segment before you experiment Do 29 QUESTIONS?

30 Leap from good to great Don t 1. Don t over-segment before you experiment 2. Don t let assumptions dictate your testing/marketing strategy Do 30 QUESTIONS?

31 Leap from good to great Don t 1. Don t over-segment before you experiment 2. Don t let assumptions dictate your testing/marketing strategy 3. Don t worry about over-engineering the process on day one Do 31 QUESTIONS?

32 Leap from good to great Don t 1. Don t over-segment before you experiment 2. Don t let assumptions dictate your testing/marketing strategy 3. Don t worry about over-engineering the process on day one Do 1. Do explore experiential/non-financial incentives 32 QUESTIONS?

33 Leap from good to great Don t 1. Don t over-segment before you experiment 2. Don t let assumptions dictate your testing/marketing strategy 3. Don t worry about over-engineering the process on day one Do 1. Do explore experiential/non-financial incentives 2. Do create a burning platform 33 QUESTIONS?

34 Leap from good to great Don t 1. Don t over-segment before you experiment 2. Don t let assumptions dictate your testing/marketing strategy 3. Don t worry about over-engineering the process on day one Do 1. Do explore experiential/non-financial incentives 2. Do create a burning platform 3. Do track KPIs 34 QUESTIONS?

35 Add l resources Custora U Courses Customer-Centric Marketing Customer Lifetime Value Segmentation Lifecycle Marketing Cohort Analysis Predictive Analytics custora.com/pulse 35 QUESTIONS?

36 WEBINAR Q&A 36 QUESTIONS?