Keeping the Connection

Transcription

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2 Keeping the Connection Automated Messages and the Multi-Device Shopper Jim Davidson Head of Research Bronto Software

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4 Christmas Shoppers!

5 Christmas Shoppers?

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7 How We Market How They Shop vs.

8 Full Service Petrol Pump Full Service Banking Full Service Travel Full Service Groceries Self Service Self Service Self Service Self Service

9 Shopping Tools Connected Devices

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11 Ready, Set, Send Marketing Automation & the Customer Lifecycle bronto.com/resources Part I: The Pre-Purchase Workout Part II: Shopping Cart-io Part III: Transactional Message Training Part IV: The Post-Purchase Workout

12 Rethinking the Path to Purchase Post-Purchase Priorities Making the Mobile Connection Wrap Up & Questions

13 Rethinking the Path to Purchase

14 Traditional View of the Path to Purchase Browsing Carting Checking Out Purchase Post- Purchase

15 Traditional View of the Path to Purchase Browsing Carting Checking Out Order Confirmation Post- Purchase -Dynamic Product Pages -Abandonment Reminder -Cart Page Features -Abandonment Reminders -Pagination -Processing -Data Acquisition -Processing -Abandonment -Order Confirm -Set Expectations -Shipping Confirm -Welcome Series -Customer Service -Repeat Purchase

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17 Rethinking the Path to Purchase Browsing Carting Checking Out Purchase Post- Purchase

18 Rethinking the Path to Purchase Browsing Carting Checking Out Purchase Post- Purchase

19 Post-Purchase Priorities

20 Path to the REPEAT Purchase Browsing Carting Checking Out Purchase Post- Purchase

21 Path to the REPEAT Purchase Browsing Carting Checking Out Purchase Post- Purchase

22 Path to the REPEAT Purchase Browsing Carting Checking Out Order Confirmation Post- Purchase -Dynamic Product Pages -Abandonment Reminders -Cart Page Features -Abandonment Reminders -Pagination -Processing -Data Acquisition -Processing -Abandonment -Order Confirm -Set Expectations -Shipping Confirm -Welcome Series -Customer Service -Repeat Purchase -?????

23 Post-Purchase Series Menu Day of Send 16% YoY revenue increase 33% of total revenue 27% of subscribers are repeat customers 41% of sales generated from repeat customers Order Confirmation 1 Welcome (No Coupon) 1 Shipping Confirmation 3 Manage Preferences 4 Social Introduction 7 Customer Service Options 10 Satisfaction Survey 14 Tips & Tricks 21 Review Request 25 Next Purchase Coupon 32 R Next Purchase Coupon 62 Share Your Thoughts 90

24 Day of Send Transactional Order Confirmation 1 Welcome (No Coupon) 1 Shipping Confirmation 3 Manage Preferences 4 Social Introduction 7 Customer Service Options 10 Satisfaction Survey 14 Tips & Tricks 21 Review Request 25 Next Purchase Coupon 32 R Next Purchase Coupon 62 Share Your Thoughts 90

25 Post-Purchase: Transactional Messages VS.

26 Post-Purchase: Transactional Messages Customer Service Touchstone Shipping Corrections / Costs Customer Assurance Encouraging Loyalty Reinforced Savings

27 Post-Purchase: Transactional Messages Similar Products VS Related Products

28 Day of Send Transactional Order Confirmation 1 Welcome (No Coupon) 1 Shipping Confirmation 3 Manage Preferences 4 Social Introduction 7 Customer Service Options 10 Satisfaction Survey 14 Tips & Tricks 21 Review Request 25 Next Purchase Coupon 32 R Next Purchase Coupon 62 Share Your Thoughts 90 Customer Service

29 Post-Purchase: Customer Service Post-Purchase Coupon Videos and Upsell

30 Day of Send Transactional Order Confirmation 1 Welcome (No Coupon) 1 Shipping Confirmation 3 Manage Preferences 4 Social Introduction 7 Customer Service Options 10 Satisfaction Survey 14 Tips & Tricks 21 Review Request 25 Next Purchase Coupon 32 R Next Purchase Coupon 62 Share Your Thoughts 90 Customer Service Promotional

31 Post-Purchase: Reorder Reminder Started simple Kept it simple 40% Open rate +21% Conversion rate

32 Day of Send Transactional Order Confirmation 1 Welcome (No Coupon) 1 Shipping Confirmation 3 Manage Preferences 4 Social Introduction 7 Customer Service Options 10 Satisfaction Survey 14 Tips & Tricks 21 Review Request 25 Next Purchase Coupon 32 R Next Purchase Coupon 62 Share Your Thoughts 90 Customer Service Promotional Data and Content

33 Post-Purchase: Data and Content Closer to product page Current rating gives touchstone 126% Increase in Open Rate 2x Increase in CTO 25% Decrease in Conversion

34 Making the Mobile Connection

35 Making the Mobile Connection

36 Making the Mobile Connection Optimized Site Store Appointments Product Availability Custom Designs Mobile-Friendly Store Location

37 Connecting the Consumer Active Shoppers Informed Shoppers

38 Connecting the Consumer

39 Connecting the Store Experience Active Passive

40 Wrap Up & Questions

41 Rethinking the Path to Purchase Understand the shopper s shifting expectations Market to the moment, not the journey

42 Rethinking the Path to Purchase Post-Purchase Priorities Understand the shopper s shifting expectations Market to the moment, not the journey Confirmations are only the beginning Balance the journey with the moments

43 Rethinking the Path to Purchase Post-Purchase Priorities Making the Mobile Connection Understand the shopper s shifting expectations Market to the moment, not the journey Confirmations are only the beginning Balance the journey with the moments Don t underestimate. Don t make assumptions. Focus on convenience as well as the connection

44 Questions? Keeping the Connection Automated Messages and the Multi-Device Shopper Jim Davidson Head of Research Bronto Software

45 Thank You Keeping the Connection Automated Messages and the Multi-Device Shopper Jim Davidson Head of Research Bronto Software