Omni-Channel Personalization at Scale:

Transcription

1 Omni-Channel Personalization at Scale: How leading brands drive sales across channels March 27, :00pm ET Speakers: Barry Levine, Senior Marketing Tech Reporter, Third Door Media Arpita Neelmegh, Product Marketing Manager, Iterable

2 Viewing Tips Turn Off Pop-Up Blockers Technical difficulties? Click on Help? link Use Q+A box Resize any open window Submitting questions to speakers Q+A session at end of webinar Use Q&A box to submit questions Send questions at any time

3 Today s Presenters Barry Levine Senior Marketing Technology Reporter Third Door Media Arpita Neelmegh Product Marketing Manager Iterable

4 Which One?

5 A Jagged Line

6

7 Why? Research, Validation, Pricing Research: 94% of customers do research online before going into a physical store. Research/Validation: 42% of online shoppers are influenced by recommendations made by family and friends, including 23% influenced by social media. Comparisons/Pricing: 80% of shoppers check prices or reviews online -- while they are in a physical store. For online buyers, 70% say price is the most important factor.

8 One Blended Shopping Space It s not communicatio n channels. It s one blended shopping space.

9 Consumers Want Personalization 88% of consumers say they are more inclined to patronize retailers that present personalized and connected cross-channel experiences. (Swirl Networks)

10 Consumers Want Personalization 74% are frustrated when sites, ads and offers don t align with what they re interested in. Source: 18/mind-blowing-stats-personalization.html

11 Personalization = More Sales The result? 33% lift in add to cart clicks Source: tal-customers-omnichannel-personalization/

12 More Likely to Buy Personalized s return six times the transaction rates and revenue compared to non-personalized ones. (Experian Marketing Services) Personalization engines can lead to an increase of profits up to 15%. (Gartner, 2016) Three-quarters of online consumers are more likely to buy if they are addressed by name or if recommendations are based on past purchases. (Accenture, 2016)

13 Many Kinds of Content 83% of marketers say generating personalized content is their biggest challenge, in part because of the many ways users access the content across various channels -- as , notifications on a smart phone, site content and ads, and so on. (Rapt Media, 2016)

14 Coordination and Sequencing Consistent consumer data, preferably with one source of truth Coordinated tools A strategy for presenting a consistent message across different communication types -- , web, SMS, snail mail and more. And a way to track results, by channel as well as overall, so you can tell what works.

15 Telling Time vs. Saving Time A consumer can always buy a clock. But they can t buy the time saved by getting coordinated brand messaging across their blended storescape to address their needs.

16 How Leading Brands Drive Sales with Omni-Channel Campaigns

17 What is Omni-Channel Relevance?

18 Customers are still inundated with messaging that is... NOT Relevant

19 As well as inconsistent experiences across channels

20 The Answer? OMNI-CHANNEL RELEVANCE

21 4 Components of Omni-Channel Relevance Customer Data - buyer profiles & buyer data Component-based content for personalization Multi-channel access / established presence across channels Ability to send personalized, 1-to-1 messages across multiple channels at scale

22 Impact of Omni-Channel 14% HIGHER ENGAGEMENT WITH PERSONALIZATION (Forrester TEI Report, January 2018) 39% Y/Y INCREASE IN NEW CUSTOMER REVENUE (Forrester TEI Report, January 2018) 91% INCREASE IN Y/R RETENTION WITH OMNI-CHANNEL STRATEGIES (Aberdeen Research 2017)

23 What is standing in your way of omni-channel relevance today?

24 4 Challenges to Omni-Channel Relevance Customer data lives in multiple platforms Lack of component-based content for personalization Avg mid-market company uses 16 different platforms Lack of internal readiness, support, and buy-in

25 How do you achieve omni-channel relevance?

26 Omni-Channel Tips & Best Practices

27 Tip # 1: One Step at a Time Focus on a primary use case and build out its entirety Example: Shopping cart abandonment What is your current SCA end-to-end experience? Where can enhancements be made? Which resources are needed to get there? Technology, data sets, internal/external expertise Use this same framework to unpack the next most important use case

28 Tip # 2: Tailor to the Customer Allow your customers to drive the conversation as they prefer What are your customers preferred channels? , Mobile, In-app, Push, etc. Can your customers take the conversation with them? Is each channel getting equal attention? Does the conversation continue or stop as channels change? Don t assume channel superiority among an omni-channel audience!

29 Tip # 3 - Identify the Data Gaps Take a holistic audit of your customer profiles and subsequent data Fragmented data limits your ability to personalize and deliver memorable experiences What undiscovered stories lay within atypical data sets? Customer service, POS data, Returns data, Ecommerce data, Website access data, Third party sources How can you leverage certain data in ways you haven t considered? How can all of this data integrate into every single customer profile?

30 Tip # 4 - Create a Smarter Buyer Journey Increase the relevance of the journey using omni-channel strategies Build your strategies focused around the stages in your buyer journey by: Access to 360-view of Customer (demographics and behavior) Creating dynamic customer data segmentation This supports stage-based engagement across the entire customer lifecycle Data-informed messaging and workflow personalization improve stage conversions

31 Enabling Seamless Customer Journeys WELCOME PROMOTIONS ANNOUNCEMENTS TRANSACTIONAL RE-ENGAGEMENT Welcome series Daily Special Newsletters Order Confirmation Cart Abandonment Free Trial Sale Items Product Updates Package Tracking We Miss You Product Catalog Upcoming Events Notifications Returns and Refunds Cross Sell/Upsell Product Onboarding Seasonal campaign One-off blasts Password Resets Milestone Recognition SMS Mobile Push Web Push In-App Notifications Direct Mail Social Media

32 Tip # 5 - Anywhere & Everywhere Personalization Utilize unique, real-time data to enhance personalization efforts Think creatively to show your customers that you really know them Data Examples: Weather.com - local weather Sports scores - regional professional sports scores Location data - data from FourSquare, PlaceIQ & other location data providers on real-time location

33 Tip # 6 - Research & Benchmark Observe how your peers approach this challenge in their own efforts Research & benchmark best-in-class omni-channel examples Starbucks Curology Benefit ClassPass

34 How Starbucks delivers omni-channel campaigns

35 How Curology delivers omni-channel campaigns

36 How Benefit delivers omni-channel campaigns

37 How ClassPass delivers omni-channel campaigns

38 Tip # 7 - Simplify Streamline your execution processes by simplifying your stack Now is the time to consider MarTech unification here s why: Data silos are often created by multiple MarTech solutions Multiple solutions often prevent creation of a single customer journey experience Evaluate if MarTech unificiation makes sense for your business

39 Tip # 8 - Keep it Real Aim for improving results with realistic success goals Set attainable goals derived on your own omni-channel maturity

40 Recap: 8 Tips for Growth Marketers 1. One step at a time, one use case at a time. 2. Allow your customers to drive the conversation as they prefer. 3. Take a holistic audit of your customer profiles and subsequent data. 4. Increase the relevance of the journey using omni-channel strategies. 5. Utilize unique, real-time data to enhance personalization efforts. 6. Research and benchmark best-in-class omni-channel examples. 7. Streamline your execution processes by simplifying your stack. 8. Aim for improving results with realistic success goals.

41 Thank you for joining us! Iterable is a growth marketing platform that powers true omni-channel relevance at scale. We empower B2C marketers at leading companies such as Zillow, Box, and Doordash to send personalized messages across channels including , push, SMS, in-app, social and direct mail.