Customer Centric ecommerce Marketing
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1 Customer Centric ecommerce Marketing Aligning Paid Media Strategy Across Key Channels AdDiego Summit 2017 Presented by CPC Strategy & Google
2 Speakers Lewis Brannon Sr. Retail Search Manager KC Simmons ecommerce Marketing Manager Copyright AdDiego 2017 Presented by CPC Strategy & Google
3 Today s Agenda Brief History of REEF ecommerce Challenges with transition from wholesale/retail to D2C ecomm Key principles of customer centricity Aligning paid media strategy across channels Q/A
4 Brief History of REEF Started by Aguerre Brothers in Argentina in early 80 s with $4,000 Moved to La Jolla, CA and Launched REEF Brand in 1984 Used Innovative Marketing to Gain Traction in Surf Community Heavily reliant on Wholesale Model Steadily Grew, Becoming World Leader in Active Sandals REEF.com launched in 2011 Today Offer Full Line of Footwear, Apparel & Accessories
5 Wholesale/Retail to D2C ecommerce Prior to 2015 all ecommerce was outsourced to a one-stop-shop Website Management Product Photography Marketing Services (SEM, , Affiliate, SEO, Display) Customer Service Transitioned to In-House ecommerce in 2015 Hired Director of ecomm Assembled ecomm Team (KC) Signed Key Agency Partners
6 REEF An ecommerce Journey
7 Challenges of building an ecomm Channel Identifying Areas of Opportunity New Customer Acquisition (Shopping, Search, Social, ) Customer Retention Website / UX Resources & Data Management Finding the Best Partners & Agencies Prioritization of Needs Finding Specialists, not one stop shops Creating & Championing a Digital Strategy Pitching for Budget Balancing Brand Protection & New Customer Acquisition Co-Exist with retail partners
8 My Focus as ecommerce Marketing Manager Initiatives: Organize and harmonize all advertising accounts Partner with best-in-class agencies to instill best practices Reinforce customer-first mentality throughout the organization Focus Areas: Paid Media (Search, Shopping, Display, Video) Social Media (Performance Social including Retargeting & Prospecting) Affiliate Organizing D2C Calendar
9 Key Results Single Digit Growth - when outsourcing REEF.com Double Digit Growth - by bringing ecomm in house Triple Digit Growth - after partnering with the right agencies
10 Aligning Your Paid Media Strategy Customer Centricity in Action
11 Customer Centricity Defined Creating a positive consumer experience at the point of sale and post sale. A customer-centric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience. *businessdictionary.com
12 Core Elements of Customer Centricity
13 5 Core Elements of Customer Centricity EXPERIENCE RELATIONSHIP SELECTION COMMUNICATION PRICE
14 Experience Website Experience UX Brand Values Purchase Experience Checkout Shipping Returns Ad Experience Relevancy and Timeliness Alignment Across Channels
15 Experience - Website UX Suggested items
16 FREE SHIPPING Minimize clicks to checkout (studies show clear correlation between lesser clicks to higher conversion rate) Checkout buttons at top and bottom of page Account creation AFTER checkout Allow continue shopping from checkout (differentiate button color) Recommended products at checkout Clean product summaries & easy edits to cart content Experience - Purchase Experience
17 Experience - Ad Alignment SEARCH / SHOPPING DISPLAY SOCIAL
18 Selection Product Mix Retail Parity, at Minimum Strive to Offer Full Collection Web Exclusives? Careful with Retailer Custom Make-ups Merchandising Product Placement Display Offers Up Front Sorting / Filtering / Check Site Search Data Customization - Requires 3rd Party Software*
19 Selection - Merchandising Most popular items on Nordstrom Rack are Featured Prominently on REEF.com
20 Price Overall Pricing Strategy Fair Prices that Meet Customer Expectations Re-Seller Pricing Strategy MAP Agreements are a Must Be Willing to Enforce Them (we know, it s hard) To Discount or Not To Discount? Concern around Brand Dilution, Understandable Discounts Definitely Help Conversion Rates (~50% better)* Full Price/Outlet Strategy, Selective Discount Marketing Strategy
21 Price - Selective Marketing Tactics Google Shopping Special Offers Personalized Search Ads (RLSA) Small Batch Display / Social Campaigns Promo Codes
22 Price - Selective Marketing Tactics
23 5 Core Elements of Customer Centricity - Power of Search + Social Strategy EXPERIENCE RELATIONSHIP SELECTION COMMUNICATION PRICE
24 Communication Perhaps Biggest Benefit of Having a D2C Strategy Removes the Middle-Man from Customer Interaction You Control Your Brand s Message Ability to Collect 1st Party User Data Customer Collection (Customer Match) Tracking Pixels (AdWords RLSA, Facebook Audiences, Segments) Purchase History Customization of Website UX* Triggers (Hey, You Left Something in Your Cart)
25 Communication - Aligning Your Messages
26 Communication - Using Search Data to Build Social Prospecting What s Driving Business on Google Search? Use that in Facebook
27 Communication - Using Search Insights for Social Outreach Strategic Communication to Potential New Customers Facebook/Instagram Targeting = Phenomenal Single Sign On (SSO) vs. Cookie-Based (Google Getting Better, Though)
28 Communication - Using Facebook Audience Insights How to access FB Audience Insights: All Tools > Audience Insights Page Likes Demographics Location Activity/Device Household Income Purchase Behavior
29 Communication - Using Social Insights for Other Paid Media Facebook Audience Insights Page Likes Data for REEF How to use this info: Target Similar Brand Keywords in Search Campaigns For YouTube Channel Targeting To Build Google Affinity Targeting
30 Relationship - Reviews Reviews are very important source of consumer data Can be used in various ways (Right Examples) Ask customers to leave reviews Respond to negative reviews Include Best Reviews in Facebook Ads - Can Be Automated (Yotpo) Per PeopleClaim, 95% of Shoppers will return to interact with site if negative review is resolved Suppress Products with Poor Reviews from Search/Shopping (Advanced)
31 Relationship VIP s LTV s Activating VIPs Customer Cohorts (customer match) VIP activation campaigns (stay in front of your repeat purchasers, make them buy even more!) Measuring Lifetime Value Figure our your LTV Upload LTV data into Facebook for better Custom Audience creation Google has LTV tools they re unveiling too...
32 Relationship - Rewards Examples Freeman Beauty - Free samples at checkout Muscle & Strength - earn points for all kinds of actions (purchase, friend referral, birthday) and use points to buy prana Influencer: for industry professionals, offer discount, sneak peek at new product launches, in-store discount, exclusive content
33 RECAP Transitioning from wholesale only to ecomm B2B is tough Leverage a team of trusted partners Be customer-centric, remember 5 key principles Align Paid Search & Social Media strategy for best results Questions? THANKS FOR LISTENING!
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