Transforming retail into me-tail

Transcription

1 Transforming retail into me-tail Jonny Dixon Global Ecommerce Channel Manager 28 August 2014

2 Surprise! Please submit questions throughout the webinar for a chance to win a $5 Starbucks gift card! Slide 2 Transforming retail into #webinarwednesdays Slide 2

3 Who are dotmailer? Global Service Provider Ecommerce pedigree Automation for online retail Slide 3 Transforming retail into #webinarwednesdays Slide 3

4 The growth of online % $231b 10% $371b Overall Overall Overall Overall Slide 4 Transforming retail into #webinarwednesdays Slide 4

5 Challenges for online retailers Integrating with other channels Leveraging dynamic content Leveraging segmentation Managing frequency and cadence Increasing open click-through rates 57% 50% 43% 38% 38% Source: Forrester, 2013 Slide 5 Transforming retail into #webinarwednesdays Slide 5

6 Insight noun The capacity to gain an accurate and deep intuitive understanding of a person Slide 6 Transforming retail into #webinarwednesdays Slide 6

7 Purchase Feedback Social Segment and automate based on what people purchase Use the data your customers provide you to make the right decision Use publically available data to find out who they are Are your customers opening, clicking or converting? Understand what people are looking at but not necessarily buying Browse Slide 7 Transforming retail into #webinarwednesdays Slide 7

8 Retail in Me-tail by Humanizing the purchase journey

9 Shopping is A customer experience A brand opportunity A chance to connect Slide 9 Transforming retail into #webinarwednesdays Slide 9

10 Personalization Treat people differently Friends, Family & Strangers Tailor the experience Make people feel special 208% CR 24% Revenue 21% Retention Source: MarketingSherpa, 2012 Slide 10 Transforming retail into #webinarwednesdays Slide 10

11 Best Customer Almost Lost VIP Customer Big Spenders Splurgers Win Back Customers Customer Segments People Who Purchase Carts Containing Failed Cart Recovery Freq. Low Value Customers Loyal Customers Customers Location New Customers Bargain Hunters Sale Only Shoppers Non-Sale Shoppers

12 ROR Return on Relationship Stand out from the crowd Consider your persona Always add value & build trust A 5% increase in retention yields profit increases of 25 to 100% Source: Bain & Company, 2013 Slide 12 Transforming retail into #webinarwednesdays Slide 12

13 Seize the opportunity online Welcome Programmes / Account Registration Abandoned Browser / Lost Basket s Transactional s / Post Purchase Feedback Retargeting / Re-engagement / Replenishment Slide 13 Transforming retail into #webinarwednesdays Slide 13

14 Welcome program 3 step welcome program Welcome Educate Incentivise 5500% ROI Slide 14 Transforming retail into #webinarwednesdays Slide 14

15 Account creation Say thank you! Explain the benefits of shopping with you Ask for additional info Give opportunities to further interact 29% CTR 67% OR Slide 15 Transforming retail into #webinarwednesdays Slide 15

16 Abandoned browse Checklist Include recommended products Ensure the arrives within an hour Use urgency Highlight value Use clear and large product imagery Make sure your mobile optimised Include customer service contact details Slide 16 Transforming retail into #webinarwednesdays Slide 16

17 Cart Abandonment Checklist Send within the hour Include the contents Use dynamic content Serve product recommendations 29% Sales recaptured through a three step abandoned cart program Slide 17 Transforming retail into #webinarwednesdays Slide 17

18 Transactional Again, remember to say thanks! Change imagery and style Build personality of brand Cross sell but make sure you add value Slide 18 Transforming retail into #webinarwednesdays Slide 18

19 Feedback Ask questions Service & Satisfaction Social advocacy Make it useful Slide 19 Transforming retail into #webinarwednesdays Slide 19

20 Retargeting, Re-engagement and Replenishment Harness information from Magento Use key products for replenishment Add Value Multi step and branched 67% More spent on avg by repeat customers than new customers Slide 20 Transforming retail into #webinarwednesdays Slide 20

21 Takeaways

22 Think Big, Start Small, Scale Quickly The dotmailer way Time and Resource Time to Test Optimization Slide 22 Transforming retail into #webinarwednesdays Slide 22

23 Takeaways 1. Integrate! Get your magento data syncing with your ESP quick! 2. Segment Define your default segments 3. Consider ROR Build relationshops and revenue Slide 23 Transforming retail into #webinarwednesdays Slide 23

24 Takeaways 4. Campaigns Welcome Abandoned cart Post purchase Slide 24 Transforming retail into #webinarwednesdays Slide 24

25 Takeaways 4. Campaigns Welcome Sign-up Vs Account? Multi Step, Branched? Abandoned cart Customers Vs Guests, Top Customers Post purchase New purchasers Vs Regulars, Dynamic Content & Seasonal Imagery Slide 25 Transforming retail into #webinarwednesdays Slide 25

26 Any questions? Book a demo: Jonny Dixon jonny.dixon@dotmailer.com