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Transforming The Customer - Silverpop


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  • As shown in our recent email marketing benchmarks study… Retailer are not among the top industries when it comes to opens and clicks.
    We do send a lot of email though. And in general we’re good at it.
    Once a consumer opens an email, the content and available products engage them enough to click the available links.
    Retailers do a better job of keeping the consumer’s attention after the initial open. 
    This speaks to the consumer love affair with the retail experience.
    If you’ve done a good job … you 1) capture their attention 2) keep their attention with relevant and timely content then 3) they pay you back in performance both online and in-store.
  • Consumers don’t just love shopping, they love being recognized and rewarded for being great shoppers.
    This has never been more beneficial for consumers and retail marketers alike.
    Big Data are demanding significant budgets.
    Useable Marketing Data will to rise.
    Companies are changing their marketing operations to embrace this.

    The result can be great customer experiences that cross the digital and physical.
    There is more data about browsing, locating, sharing, liking, and it’s all available real-time and in useable formats.
    Harnessing that to create new experiences and understanding how customers buy in this new environment is essential.
    8% of site visits
    41% of revenue (eMarketer in 2013)
  • So what about this new customer purchase cycle?
    Gone is the way of the old linear view of thinking through a consumer purchase cycle.
    It’s a constant journey.
    Customers are connecting and engaging with brands at a rate unprecedented and across multiple channels.
    Customers reach out and ask great questions, not necessarily about a specific product they have knowledge about.
    Customers are still exposed to awareness and discovery campaigns that capture their attention.
    Customers still research and explore, now we see a lot of that activity.
    And when they buy, they also use the products which come back and give marketers key insight into future opportunities.
    It’s not just about utilizing all these new purchase cycle indicators, but using them in context.
    62% of marketers will grow their digital budgets in 2014.
    This makes capturing web, mobile, local and on-person - yes 36% of firms are developing some type of sensor based tech in their products today. Wrist Bands, shoes, cars, golf clubs…
    All these digital activities must be part of the strategy, in real-time. To provide relevant context to your advertising.

  • Individuals = total relationship
    Action, intent, interest
    Audience Paradigm:
    Build an audience
    Batch and blast
    A/B Testing
    Buyer driven, not marketing driven
    Conversational Paradigm:
    Listening -- Responding
    Automated message streams
    Completely personalized content
    Each step, the content gets more relevant
  • Each customer has most likely engaged with you in literally dozens of ways, before and after conversion. And most likely across multiple devices.
  • According to Forrester, 80% of marketing professionals surveyed have seen behavior-based personalization creates lift in their marketing activities – lifts up to 20% or more in revenue, increases in ROI and a reduction in customer churn.

    70% of marketers saw a reduction in campaign costs due to the efficiency behavior-based marketing creates and 60% saw a reduction in sales cycle time.
  • How is this done? Obviously you need to be able to connect your data sources to your marketing technologies: POS, ecommerce, CRM, Web analytics…all of this data is great if you as the marketer can connect to it.

    The reality is that many technologies do different pieces of it in different ways and because businesses are not all cookie cutter, as a marketer you need to decide which technologies support your marketing efforts in the most effective way because it’s not just about understanding the data, it’s also about driving the most Engagement and the most Revenue.

  • Let’s discuss different data sources to help you identify what’s most valuable to you.

    Explicit data: What prospects and customers have told you through forms, opt in, preference centers and surveys (basic demographics and preferences that they have expressed) tastes etc. Also this is data that you get when they buy from you, essentially account data.

    You have the right to ask for data. You just have to be smart about it. A good example of this is birthday.

    1.) What are you asking for? Is it useful to your marketing efforts? Will it improve the customer experience?
    The pro is that control the data acquisition types. The challenge is that you will need to store that data somewhere that you can access easily for your marketing programs. Silverpop’s platform offers sophisticated landing page and progressive form management tools and the data collected from them is immediately actionable.

    2.) Another consideration is implementing forms (which can be pop up modals asking simple questions) so that the experience makes sense with the flow of your site. You need to ask for the information in context of what they are doing, whether it’s your site or a social media site or a blog site….whereever

    3.) Final consideration – only ask for the information once. If you can’t control that, then you need to try another tactic.
  • This type of data you get from Web tracking and analytics. It may even be more valuable than the information you ask of them and easier to get than backend system data. This is prime data because it’s gathered at a time when the consumer is still researching. In the pre-conversion period of the buyer’s cycle, marketing used to be buckshot, but now with marketing technologies that allow you to gather this information before they buy, as a marketer you can begin to build profiles using implicit data as well. The key is connecting this data to your opted in and your customer database. You do this through two primary approaches.

    1.) A Webtracking tool allows you to capture event based data. If you have a platform like Silverpop, this data goes right into your marketing database so you can use it immediately. You can use this in conjunction with other tagging tools and along side your analytics provider. The con is that you typically need to work with IT to implement on your site and that may have limitations.
    2.) Web analytics data is very valuable as long as you can plug in that data into your marketing database. It’s probably less real time to account for data transfer from one system to another but still valuable particularly for understanding how your digital channels are driving traffic, what marketing channels are driving the most engagement, you can get that data into a marketing database like Silverpop’s platform and use it both strategically and tactically in your contact strategies.

    In the case of webtracking tools, at least in our platform, you can connect activity to customers in your database even if they are not opted in yet or if there is not a previous record, you can begin to build a behavioral data profile that you can tap into later.

  • The opportunity inherent in system data is clear and requires some coordination of effort between marketing and other internal teams. Some of these scenarios are sophisticated but brands are using them today.

    1.) CRM data made available to sales and customer service folks but imagine a scenario in which web and email behavioral data is sent back to the CRM and out to customer service and sales folks at the individual level so organizations are informed when speaking to clients. Imagine having that data available in-store.
    2.) eReceipts utilizing your ESP or a transactional email technology to deliver receipts via email branded and with dynamic personalization, including links to product care information or upsell and cross sell opportunities – things you can’t put on traditional receipts.
    3.) In-store analytics – what are the traffic patterns in your brick and mortar stores? What instore display most engaged them and then taking that data to your marketing technologies and pushing out email, Web or SMS messages that deliver a similar experience.

  • Single Identity is self explanatory. As I mentioned earlier, consumers expect to be marketed to in Context. You need a single identify view of your customers to do that. When you do it, you get:

    Incredible targeting/segmentation
    The ability to trigger and target mailings both blast and triggers based on consumer behaviors.

    What’s optimal result.
  • The ultimate email experience is a living, dynamic communication. If you are tapping into the data and technology, you will be able to replace the list pull concept with a database that the email template responds to.

  • In this section we’ll discuss how automation technology allows that fully optimized trigger based experience to happen.
  • What does automation do?

    Interaction engine ties everything together
    enables marketers to respond with relevance in real time or a time you can control!
    It allows marketers to respond not just with relevance from a content perspective, but through automated scoring logic, marketers can speak to the recipients propensity to take a next action, whether it is a download or a purchase or a site visit, based on rankings the marketer has established as important indicators of future behavior.

  • Automation for an early and pre-conversion engagement trigger would be welcome, browse retargeting and abandon cart. And these are not the only tactics.
  • Purchase and post purchase engagement data drives your customer retention strategies. Again, you can do a myriad of combinations which I will touch on a little later in the presentation.
  • In our 2013 email benchmark study email engagement rates for automated emails were 20% higher for unique opens and 40% higher for unique click through which of course drives high revenue.

  • Now we’re going to go a little deeper on what some of these data-based triggers look like.
  • Putting browse remarketing in context, browse is higher up the funnel than cart abandonment …
    … and the key difference between cart and browse remarketing is that browse is much higher in volume but much lower conversion rates than cart remarketing.

    It simply identifies Web pages/site sections you want to remarket to the opted-in visitor.

    Conversion rates are going to vary of course. If you need to make a case for doing this type of trigger email, estimate the percent of visitors to these pages with known email addresses. Use a conservative conversion metric like the one for your broadcast emails and you should see lifts to that conversion of 20 – 50 percent based on what our clients have seen. Obviously, using a promotional offer is going to drive a higher conversion rate but if that’s not how you want to start the relationship, then through relevant retargeting alone, you should be able
  • There is still a lot of opportunity with cart abandon. Most consumers today know that brands use this as a discount strategy. Even if you don’t offer a discount, if you can send these “reminders” out in real time or near real time, you will see an uplift. We encourage our clients to build a series of 2 emails with the first one being a friendly customer service centric message in real time, then a second message to those who don’t convert some time after that.
  • Onboarding rather than a single welcome and if you are sending a welcome based on your

  • Our partner, Windsor Circle in their client benchmark study revealed that clients generated 55% of their 2012 eCommerce revenue from the 31% of customers who were Repeat Buyers.

    The percent of their clients’ Total Buyers who were Repeat Buyers throughout the year increased 7.9%, from a Daily Average (and Median) of 29.1% in 2011 to 31.4% in 2012.

    Windsor Circle’s clients increased their number of Repeat Buyers by 46.6%, over 3 times the growth rate of the number of One-Time Buyers. 

    Clearly this speaks to the value of improving the engagement experience for paying customers in order to retain their business long term.
  • Here is an example of a best buyer email: You want to be sure to include offers in context of their engagement levels. What does loyalty look like for your brand? I think today it means more than just how much they’ve spent but how often and what engagement activities are they doing to promote your brand via social or blogs? How can you use loyalty programs to drive your customers deeper into your brand, perhaps in other categories or by buying overstocks or clearance? You just need to be able to tap into your back end data and a technology that allows you really see what’s going on with your buyers.

  • To really understand how to market to your buyers holistically, you need to tap into your data in a way that as a digital marketer, you may not have easy access to.

    RFM analysis is just one set of data but there is so much richness in these three data points. If you add on with purchase details, you could easily

  • Because having a loyalty program alone is not the only strategy you need to employ in order to retain your customers. It’s a good start but there is a host of steps you can take to keep customer churn from happening.

    There are literally hundreds of combinations of automated marketing programs you can create using any combination of RFM analysis. IN the silverpop platform, you can create scoring models that rank people based on their RFM activity. IN this view, I’ve highlighted a low recency score which indicates they haven’t purchased in more than six months, they made 1 purchase in that time period and they spent the lowest AOV.

  • And because it’s more important to easily see how these “segments”

  • The Inner Circle Club, a segment of Stonyfield consumers who frequently provide feedback and opinions, regularly receives surveys and product development updates and ideas via email.
  • Other strategies around retention include but are not limited to birthday, purchase anniversary, wishlist, customer occasion etc. These types of automated triggers are part of a relationship retention strategy to keep customers engaged and happy. These data points are both explicit such as birthday and wishlist because you will need to ask for it and implicit because anniversary data should live in your CRM or ecommerce system.

    Out of stock

  • Lastly, there are transactional based messages that are “light on marketing” and heavy on customer service.

  • One of our clients approached customer retention with this matrix of engagement strategies.

    All of these steps worked for them because they leveraged customer data at the right points throughout the life cycle.

    Your Welcome and thank you are self explanatory
    Manage latency by moving them to rebuy faster
    Intention marketing – using analytics and scoring to help drive a more informed marketing automation process
    Use past purchase data and purchase analytics to help you drive recommendations.
    Drive to other categories or deeper engagement to improve brand loyalty.

    Listen and learn – using your technologies to capture what your customers are doing when they are not converting

    1.) Surprise and Reward

    2.) Segment & Personalize based on:
    Purchase History
    Suppression after Purchase

    3.) Use Contests to Collect Opt-ins, Activate & Engage Subscribers & Customers
    Suggest Gifts based on Wish-Lists, Purchase History Motivate use of Wish-Lists

    4.) And if all else fails, reactivation programs, which might include other channels.

  • And it’s not just email, these data driven principles are working for all channels. It’s not about big data, but about right data and connecting it all together.

    Send an SMS about your kiosk when someone walks into the store or a mall?
    Send a thank you email when someone posts a comment on your site?
    Update a customer’s score when they watch a video on your site?
    Send a thank you email when someone tweets your brand?
    Follow up with customers who call your service center
    Mix and Match Channels in real time in a personal way based on behaviors.
  • …and then it’s orchestration among devices – what are their device preferences etc

  • Combination of instore and mobile app
  • Then there is the mobile app. My experience with being part of a team that built an ipad app, I would say for the inordinate amount of time, effort and resources it took to build, the return was disappointing, even from an engagement perspective. That was a few years ago.

    How essential is it to your overall strategy?
    Marketing should own it from a business case perspective; IT or vendor can develop it but it needs to have marketing/sales/branding goals. Define what those are before you even begin looking for resources to design it.
    Understand the path to purchase using an app? Or understand path to engagement?
  • Push Notifications can range from a basic broadcast message which would go to every app user all the way down to the great and highly personalized 1:1 communication that we all want to have with our customers. So the example of the left is an H&M push letting all customers know about new online content and the message on the right is a push message based on location, user behavior, and unique users (customer could have travelled into a high allergy zone, and is reminded to take their allergy meds).

    So How can brands leverage push?

    In-store Alerts
    Offer Availability / Expiration
    Flash Sales
    Mobile Adoption Reward
    Introduce New Features and Offers
    Create Mobile App Retention Plan (drive higher app engagement). For example, send a push notification to users who haven’t’ opened the app in 30 days, or 60 days
    Deliver Service Alerts
    Obtain Customer Surveys
  • Here are some use cases specific for retail SMS
  • Apply that your Website! A few good technologies out there doing it. We are in a beta program ourselves for Smart Content.
  • The Challenges
    Lack of segmentation
    Inability to provide customers with relevant products based on their stage of the purchase lifecycle sells custom invitations online. Like many companies, they were accustomed to sending the same message at the same time to their entire email database, regardless of demographic or interest. Eventually, their open and click through rates started suffering.
    Using past purchase history and Google Analytics data in order to identify actionable customer behaviors. Using this information, they were able to pinpoint a key segment for nurturing: brides and/or bride’s friends.

    Customers are entered into campaign by:
    clicking on a wedding link in any Paper Style email purchasing wedding or bridal shower products visiting a wedding-related page on the website
  • Depending on who option is selected in the first email, they are assigned to one of the two different email tracks: ‘Your Wedding’ or ‘Your Friends Wedding’
  • But marketers are facing a lot of challenges such as how to better access and leverage their data, the omni-channel delivery of relevant and timely communications and the insight into how your customers are interacting with your brand.

    Silverpop has created a Digital marketing platform that helps to remove these obstacles for marketers and to help our clients evolve their marketing efforts. Silverpop helps their clients:
    Know your customer
    Collect data across all sources, create a single customer identity, using a flexible marketing database of record
    Deliver personalized experiences
    Leverage your data and use automation to deliver personalized experiences
    Be everywhere your customer is
    Collect data from all channels and deliver a consistent experience through all channels

  • Silverpop has built a powerful and highly scalable marketing platform allowing Silverpop’s customers to deliver sophisticated marketing campaigns with superior return on relationship.

    Marketing Database: We’ve given Marketers their own database…..yours to own and manage…….we all work in marketing environments in which different systems house disparate pieces of information on our customers – like different pieces of the puzzle. The Silverpop Marketing database allows marketers the ability to easily gain access to this data, to store, capture and leverage all of it across all of those different technologies, and to use that data and behaviors to have more context-rich and timely conversations with your customers and prospects. Silverpop’s state of the art marketing database truly sits at the heart of your marketing efforts allowing you to create a marketing technology suite that fits your needs, without getting locked in to one set of products from a single vendor.

    Interaction Engine: But to be truly effective you need an interaction engine that can act on this behavioral data and that is driven by your marketing and business rules. Silverpop allows you to leverage massive amounts of collected data in order to deliver highly personalized interactions, at scale, that deliver a better buying experience and drive revenue.

    Universal Behaviors: Behaviors such as opens, clicks, mentions, tweets, purchases, visits, reviews and behaviors that are being captured in multiple systems across multiple devices. The Universal Behaviors framework far surpasses simple behaviors natively captured in other marketing systems – it allows you to understand a real-time stream of behaviors and events from any imaginable source – online or offline. It organizes them into a single view for each customer. And it does all this in real-time so that you can use any behavior to drive any campaign any time for any single customer.

    Single Identity: By capturing this data about your customers you are going to create a portrait, or digital identity, for them. Silverpop’s database not only helps you store every identity, handle, address and ID for each individual customer, it automatically helps you consolidate all the information into a single contact record ensuring that everything you understand about a customer lives in one single place. Creating the single identity leads to a consistent digital experience reflecting declared and inferred preferences based on behavior across channels.

    Multi-channel: Your customers are interacting with you through a variety of channels, and they won’t pay attention to you unless you are there with them.
    As we said, in the marketing database, Silverpop uniquely collects valuable information from all channels - web, email, mobile and social - and across devices and platforms. Through our automation engine, we make it easy and seamless to connect and interact with your customers on each of those channels.

    Behavioral Insights: Our engine also helps you understand how those behaviors are affecting the outcomes driving revenue, retention and loyalty….both at an individual and group level…..and feed those back into the platform making it easy for you to take those activities, understand what they mean and easily apply them to more relevant, engaging and personal dialogs with your customers.

  • Transcript

    • 1. Transforming the Customer Experience: Increase Engagement and Drive Revenue for Retail & Ecommerce #SpopWebinar Webinar Sponsored by
    • 2. #SpopWebinar GoToWebinar Type question here
    • 3. #SpopWebinar Follow The Webcast On Twitter #SpopWebinar @RTouchPoints
    • 4. #SpopWebinar About Retail TouchPoints  Launched in 2007  More than 28,000 subscribers  Provide executives with relevant, insightful content  Free Resources such as White Papers, E-book, Webinars, Research and Podcasts
    • 5. #SpopWebinar Today’s Panelists Andrew Gaffney Publisher Retail TouchPoints MODERATOR Stephen Dumas Product Marketing Director, Enterprise and Retail Solutions Silverpop, an IBM company
    • 6. Transforming the Customer Experience: Increase Engagement and Drive Revenue for Retail & Ecommerce IBM Industry Cloud Solutions Copyright 2014 IBM Corporation
    • 7. Copyright 2014 IBM Corporation Agenda • Learn how consumer trends are driving retail marketing changes • See how consumer behaviors are affecting campaign outcomes and driving revenue • Learn how automation technology optimizes the customer life cycle • See examples of great informed contact strategies retailers are using today
    • 8. Copyright 2014 IBM Corporation TRENDS Consumer Trends Driving Retail
    • 9. Copyright 2014 IBM Corporation Retailers are among the lowest benchmarked open and click rates for email, but are one of the top industries among click to open rates. Retail consumers know what they like. 17.9% 2.4% 12.5% OPEN RATE CLICK RATE CLICK TO OPEN 1/3 lower than top verticals 50% lower than top industries Consistently a top vertical
    • 10. Copyright 2014 IBM Corporation Shoppers love to be …rewarded. …recognized. …retained. Retail marketers are embracing the prevalence of useable marketing data through CMOs & CIOs, Platform Investments and Analytical People. $232 Billion BIG DATA of executives say they need to embrace data to succeed 75% will drive in spending through 2016 70%of data is created by individuals 80%is managed and stored by Enterprises
    • 11. Copyright 2014 IBM Corporation Source: April 10, 2013, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report Gone is the linear view of thinking through a consumer purchase journey. Customer activity is constant and can inform a new lifecycle strategy. …in the right context. It’s just not that simple anymore. 36% of firms are developing sensor based technology Context is now the imperative. 62% of marketers will grow digital budgets in 2014. Activity is being captured in real time on location.
    • 12. Audience paradigm vs. Conversational paradigm
    • 13. Copyright 2014 IBM Corporation CONSUMER BEHAVIORS Effectively Using Consumer Behaviors to Drive Engagement
    • 14. Likely more than 50 different behaviors
    • 15. Copyright 2014 IBM Corporation $$ ROI CHURN
    • 16. Copyright 2014 IBM Corporation Understands Behaviors
    • 17. Copyright 2014 IBM Corporation Explicit Data
    • 18. Copyright 2014 IBM Corporation Implicit Data “What customers do is far more important than what they say”
    • 19. Copyright 2014 IBM Corporation CRM ECOMMERCE INVENTORY WEB ANALYTICS System Data
    • 20. Copyright 2014 IBM Corporation Connects the Dots Connect all the ways that each customer interacts with your brand SINGLE IDENTITY
    • 21. Copyright 2014 IBM Corporation 1 1 2 6 3 4 5 7 8 Subject Line Personalization First name personalization Personalized Content Name and contact info for each customer’s personal rep Dynamic Subject Lines The subject line changes based on the type and duration of club membership Individualized Content Lists For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-commerce-driven Personalization Display totals and other engaging content to drive follow-on purchases. Website-driven Content Directly track each customer’s web activity and prompt them to visit new areas of the site. Send Time Optimization The message arrives in each individual’s inbox at precisely the time that individual is most likely to check email. Data-driven Dynamic Image Image is selected based on demographic and profile info Score-driven Dynamic Offer Discounts/prices vary by social influence and time since last purchase 1 2 3 4 5 6 7 8 Truly IndividualizedEmailMessaging 21
    • 22. Copyright 2014 IBM Corporation AUTOMATED TRIGGERS Optimize Customer Lifecycle Marketing
    • 23. Automate completely personal one-to-one interactions that drive customers down the path to conversion. Automates Interactions Hey Jim! Don’t miss the Cycling Expo coming to Atlanta! INTERACTIONENGINE
    • 24. Copyright 2014 IBM Corporation Abandon Cart/Welcome /Browse Retargeting BILL “the cart abandoner” GENDER SOURCE AGE 22M the new customer the cart abandoner the browser CATEGORY VIEWS PREFERENCES CART DATA LOCATION
    • 25. Copyright 2014 IBM Corporation Post Purchase/Loyalty/Replenishment JANE “the new customer” GENDER INTERESTS PURCHASE HISTORY AGE 26F the new customer the cart abandoner the browser PREFERENCES LOCATION
    • 26. 88% 12% Volume Broadcast Automated 70% 30% Revenue Broadcast Automated Low volume, high ROI Automated Emails 4 years ago = 2% volume / 1% revenue TodayVolume = 6X; Revenue = 30X
    • 27. Copyright 2014 IBM Corporation ENGAGEMENT MARKETING
    • 28. Browse Abandon • 20% - 50% conversion rates lifts Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units WEB
    • 29. Cart Abandon • 87% of consumers abandon carts • …75% say they will return to complete the purchase. • Following up with abandoners by email yields up to 50% conversion.
    • 30. Welcome! Onboarding Email(s) • Dynamic based on specific category items browsed • 3-5 emails series • Top sellers/recommendati ons • Ends with “best offer”
    • 31. Copyright 2014 IBM Corporation Repeat Buyers are key to Growth & Sustainability • Study of online retailers doing retention marketing: • Generated 55% of their 2012 eCommerce revenue from the 31% of customers who were Repeat Buyers. • Increased their number of Repeat Buyers by 47% vs 2011. From
    • 32. Incorporates • Offer based on loyalty status, LCV, new customer • Specific category items browsed • Top sellers/recommendations Best Buyer
    • 33. Copyright 2014 IBM Corporation RFM Analysis Primer F = Frequency: Number of purchases made R = Recency: Time since last purchase M = Monetary Value: Amount spent by a customer
    • 34. Copyright 2014 IBM Corporation Churning Customer Segment: “R4F1M1” Quartile 4 (M=4) Quartile 3 (M=3) Quartile 2 (M=2) Quartile 1 (M=1) Quartile 4 (F=4) Quartile 3 (F=3) Quartile 2 (F=2) Quartile 1 (F=1) Quartile 4 (R=4) Quartile 3 (R=3) Quartile 2 (R=2) Quartile 1 (R=1)
    • 35. Engagement segments Impact on purchases
    • 36. Copyright 2014 IBM Corporation Loyalty Example GOALS Stonyfield has two main objectives with its email, and overall, digital marketing efforts. Those include: • One-to-one relationships with each customer • Building customer loyalty and engagement RESULTS • The first 30 days: 42 percent open rate • Campaign average open rate: 33 percent
    • 37. Copyright 2014 IBM Corporation Dynamic offer: • Loyalty status • LCV • New customer • Never purchased Birthday Email 2.0
    • 38. Autoship Reminder Email • Reminds customer of upcoming SmartPaks order • Allows customer time to make changes before order is processed • Top revenue generating triggered email The results: • 36% open rate • 13% click-through rate • $1.39 revenue-per-email • 18%+ conversion rate Real time products based on purchase behavior
    • 39. Copyright 2014 IBM Corporation 39 Welcome & Thank Manage Latency Intention Marketing Listen & Learn Deepen Relationship Recommend on Affinity Contests & Gifts Segment & Personalize Surprise & Reward Win Back Keys to Retention Marketing Success: 1. Leverage Customer, Product, & Purchase History Data 2. Ongoing RFM (Recency, Frequency, Monetary) Analysis 3. Automate Retention Marketing to Maximize Conversions & Value throughout the Lifecycle The Keys to Retention
    • 40. Copyright 2014 IBM Corporation CROSS CHANNEL STRATEGIES Mobile, SMS and Transactional
    • 41. Copyright 2014 IBM Corporation What ifYou Could:
    • 42. Copyright 2014 IBM Corporation Right message, Right medium 4
    • 43. Copyright 2014 IBM Corporation In-store • Great informed in store services • Pick-Up In store, order online • Order in-person, have shipped or email follow-ups • Social sentiment and customer service • SMS notifications and store or service awareness and delivery
    • 44. • Jake Rawlins • Online & Offline customer • Mobile app user Mobile App + Geo-fencing + Universal Behaviors
    • 45. Sales associate engages customer based on purchase behavior and LCV Buyer alert triggered by geo-fencing and use of mobile app
    • 46. Copyright 2014 IBM Corporation Dynamic Rewards Personalize Behavior Scoring
    • 47. Copyright 2014 IBM Corporation H&M now ONLINE EXCLUSIVE! Straight from the Paris runway, pre- shop our much anticipated Paris Show Collection today! AMC Theatres now AMC: Show AMX Stubs in theaters today & receive $10 Bonus Bucks instantly for snacks… Allergy now Remember to Log Your Allergies: Gain insight into what helps and what doesn’t. OK: Broadcast Message all app users GOOD: Narrowcast Message some app users based on rules & segments GREAT: 1:1 Cast Message individual users based on user preference, behaviors and location
    • 48. Copyright 2014 IBM Corporation • Alerts & Promotions • Coupons • Store Locator • New Products • Sale Events • Birthday Specials • Gifts • FreeOnline Shipping Acme: Just for you – extra 25% off your $100 purchase! Details: Use promo code SPRING & shop now: Rply STOP to quit. Acme: Happy Friday! Get Buy One, Get One FREE today 3/25 from 3-5pm. Not valid w/ other offers. Only 1 offer per text. Reply STOP to quit. Acme: Get your coupon for 20% off 1 item. Click for offer. Reply STOP to end. Msg&data rates may apply. Acme: One Day Sale. Great limited-time deals + FREE shipping every day! Visit for details. Rply STOP to quit. Retail
    • 49. Copyright 2014 IBM Corporation One-to-One on the Web
    • 50. Copyright 2014 IBM Corporation CASE STUDY Examples of How One Retailer Is Leading the Way
    • 51. Copyright 2014 IBM Corporation Wedding Campaign The first email in campaign asks if customers are shopping for themselves or for a friend
    • 52. Copyright 2014 IBM Corporation 52 Campaign Logic Email topic breakdown: YourWedding • Wedding Invitations • Wedding essentials • Wedding favors • Bridal party gifts • Thank you cards Friend’sWedding • Bridal shower invites • Shower tableware • Bachelorette invites • Bachelorette tableware • Wedding gifts
    • 53. Copyright 2014 IBM Corporation 53 Email track: Your Wedding
    • 54. Copyright 2014 IBM Corporation 54 Email track: Friend’s Wedding
    • 55. Copyright 2014 IBM Corporation 55 Wedding Campaign Results Combined, these targeted emails have resulted in: • Open rate: 244% increase over average email send in 2012 • Click rate: 161% increase • Revenue per mailing: 330% increase
    • 56. Copyright 2014 IBM Corporation Data in Silos Fragmented picture of customers Lack of Control Lack of control over data Relevant Content Inability to customize content Right Channel Get customer’s attention Real-time Execution Inability to execute in real-time Lack of Insight How individuals interact with your brand What business challenges does Silverpop solve?
    • 57. Copyright 2014 IBM Corporation The Silverpop Marketing Platform UNIVERSAL BEHAVIOR Capture Every Action Captures and manages behavior across every digital and offline channel to build unparalleled insight into each individual SINGLE IDENTITY Connect The Dots Connects every customer touch point into a single view MULTI- CHANNEL Communicate Across Platforms Sends personalized messages everywhere each customer prefers to connect BEHAVIORAL INSIGHTS Understand Path To Revenue Discovers customer preferences by analyzing data from all devices and channels MARKETING DATABASE Manage Behaviors At Scale Manages everything about each customer, easily and at scale INTERACTION ENGINE Automate Communications Gets personal with each customer, one at a time and in real- time
    • 58. #SpopWebinar Submit Your Questions // Q&A Type question here
    • 59. #SpopWebinar Q & A // Panelists Andrew Gaffney Publisher Retail TouchPoints MODERATOR Stephen Dumas Product Marketing Director, Enterprise and Retail Solutions Silverpop, an IBM company
    • 60. #SpopWebinar Thank You For Joining Us! Download the slides from this presentation: