Bronto Summit 2012 Presentation by Chris Reighley. April 11, 2012

2. Integrated Consumer
Behavior Experience
Putting all the pieces together

3. Introductions and Objective
Objective:
Demonstrate how we
integrate technology to
provide intelligent
relevancy during the path
to purchase to influence
consumer behavior.
Chris Reighley
Director of eCommerce
@chrisreighley
#BSum12

5. Path to Purchase

6. Path to Purchase Assumptions
We make the following assumptions when it comes to
path to purchase:
• Consumers go through a decision process when
making a purchase.
• Before a consumer gets to our site, there is a high
likelihood that their purchasing intent is decided.
• The consumer has gone through multiple
touchpoints before arriving at the purchasing
decision.

7. Consumer Decision Making Process
CONSUMER BEHAVIOR
Lars Perner, Ph.D.
http://www.consumerpsychologist.com/

8. “Findings indicate that
80% of consumers’
shopping decisions are
made before entering
the store…”
Merchant Mechanics, Inc.

9. What is happening……
CONSUMER BEHAVIOR
Lars Perner, Ph.D.
http://www.consumerpsychologist.com/

10. Touchpoints are important

11. Multiple Touchpoints
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.

12. How did consumers find deals
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.

13. Email vs. Search
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.

14. Touchpoints through the path to purchase
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.

15. Intelligent Relevancy

16. Intelligent Relevancy
Understand your consumer & their behavior
Segment your consumer
Leverage your technology to
be in the consumers mind at
the right time with the right
message.

17. Understanding Your Consumers
What we have learned
• When it RAINS people need an UMBRELLA
• Message Testing when Rain is in the forecast:
• Current Day
• 3 Day Forecast
• 5 Day Forecast
• 7 Day Forecast

18. totes-ISOTONER.com Customer Flow
• Some one that has visited
Non-
our site but has not
Purchaser purchase online from us.
• Someone that has
Purchaser purchased online from
us.
Brand • A brand junkie and
Loyalist proud of it.

19. High Level Segmentation
Brand Other Segments:
Consumers:
Purchasers Product • Geo-Location
Products:
Frequency • Rain
• Cold Weather
• Not Rain or Cold
Brand
Engaged
Product
(Lookers)
Non-
Purchasers
Non-
Frequency
Engaged

20. The Pieces

21. Step 1 – Capture Customer Segment
Our primary “lists” or segmentations are build in
MarketLive and flow down to Bronto.
In Bronto this flows in as a List

22. Step 2 – Provide Intelligent Relevancy
The next step is, we send targeted emails via Bronto.
We add MyBuys Recommendations to our Bronto
emails.

23. Step 3 – Pin Point Remarketing
The next step is actively remarket based on the
customer behavior with the email messaging AND
what the do on the website using Omniture Genesis.
Three Segments:
• Product Views
• Cart Abandon
• Conversion

24. HAPPY CUSTOMERS

25. Case Study
OK – now for the serious stuff

27. So, Does it Work…
First, we validated the MyBuys Recommendations.
We ran a multi-variant email test via Bronto.
Test Messaging Scenarios:
• Version A: No MyBuys recommendations
• Version B: Our product recommendations
• Version C: MyBuy Recommendations

29. How to do it in Bronto

30. Results – Part 1

31. Results – % of total Revenue
Version C Version A
38% 30%
Version B
18.9% lift in revenue 32%

32. Results - AOV
10.5% lift in AOV
Version A Version B Version C

33. Results – Value Per Visit
21.4% lift in visit value
Version A Version B Version C

34. So, Does it Really Work…
Second, we validate remarketing using Omniture
Genesis Segmentation.
Using Product View Omniture Genesis
segmentation, we sent a remarketing email for our
Acorn Spring Collections Launch.

35. What it looks like in Bronto

36. Results Part 2

39. Key Take Always
• Consumers go through a decision making process
during their Path to Purchase.
• Studies show that 80% of consumers have made a
purchasing intent decision before they arrive at
your site.
• 53% of consumers had multiple touchpoints on the
path to purchase. (Oh BTW – EMAIL IS BIG!)
• Intelligent relevancy is not an option.
• Use technology to tightly integrate your
touchpoints to provide  Customer Satisfaction &
Revenue.