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

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

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Bronto Summit Presentation 2012 Presentation Transcript

  • 1. Integrated ConsumerBehavior ExperiencePutting all the pieces together
  • 2. Introductions and ObjectiveObjective:Demonstrate how weintegrate technology toprovide intelligentrelevancy during the pathto purchase to influenceconsumer behavior.Chris ReighleyDirector of eCommerce @chrisreighley #BSum12
  • 3. Path to Purchase
  • 4. Path to Purchase AssumptionsWe make the following assumptions when it comes topath 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.
  • 5. Consumer Decision Making ProcessCONSUMER BEHAVIORLars Perner, Ph.D.http://www.consumerpsychologist.com/
  • 6. “Findings indicate that 80% of consumers’ shopping decisions are made before entering the store…”Merchant Mechanics, Inc.
  • 7. What is happening……CONSUMER BEHAVIORLars Perner, Ph.D.http://www.consumerpsychologist.com/
  • 8. Touchpoints are important
  • 9. Multiple TouchpointsThe Purchase Path Of Online BuyersSucharita MulpuruForrester Research, Inc.
  • 10. How did consumers find deals The Purchase Path Of Online Buyers Sucharita Mulpuru Forrester Research, Inc.
  • 11. Email vs. SearchThe Purchase Path Of Online BuyersSucharita MulpuruForrester Research, Inc.
  • 12. Touchpoints through the path to purchase The Purchase Path Of Online Buyers Sucharita Mulpuru Forrester Research, Inc.
  • 13. Intelligent Relevancy
  • 14. Intelligent RelevancyUnderstand your consumer & their behavior Segment your consumerLeverage your technology tobe in the consumers mind atthe right time with the rightmessage.
  • 15. 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
  • 16. 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.
  • 17. 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
  • 18. The Pieces
  • 19. Step 1 – Capture Customer SegmentOur primary “lists” or segmentations are build inMarketLive and flow down to Bronto. In Bronto this flows in as a List
  • 20. Step 2 – Provide Intelligent RelevancyThe next step is, we send targeted emails via Bronto.We add MyBuys Recommendations to our Brontoemails.
  • 21. Step 3 – Pin Point RemarketingThe next step is actively remarket based on thecustomer behavior with the email messaging ANDwhat the do on the website using Omniture Genesis. Three Segments: • Product Views • Cart Abandon • Conversion
  • 22. HAPPY CUSTOMERS
  • 23. Case StudyOK – now for the serious stuff
  • 24. 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
  • 25. How to do it in Bronto
  • 26. Results – Part 1
  • 27. Results – % of total Revenue Version C Version A 38% 30% Version B18.9% lift in revenue 32%
  • 28. Results - AOV10.5% lift in AOV Version A Version B Version C
  • 29. Results – Value Per Visit21.4% lift in visit value Version A Version B Version C
  • 30. So, Does it Really Work…Second, we validate remarketing using OmnitureGenesis Segmentation.Using Product View Omniture Genesissegmentation, we sent a remarketing email for ourAcorn Spring Collections Launch.
  • 31. What it looks like in Bronto
  • 32. Results Part 2
  • 33. 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.