The Power of Personalisation - Blackmores Online Success Story

THE POWER OF PERSONALISATION BLACKMORES ONLINE SUCCESS STORY Jason Davey Simon Marks Managing Director, Digital Marketing Strategic Business Communications Manager

BLACKMORES DIGITAL STRATEGY Digital & Direct VITAMINS & DIETARY SUPPLEMENTS < $1 BILLION Strategy Highly Engaged Customisation Outcomes Blackmores Personal relevance Blackmores Wellness and Illness Vitality through natural means  Confusion  Clutter VDS Players  Lack of differentiation Disengaged Treatment Prevention Mindset Mindset

BLACKMORES ONLINE TODAY • 300,000 members • 120,000+ unique visitors/month • 4 customer segments • Fortnightly newsletter

SHOWCASE VIDEO View the video here: http://www.youtube.com/bullseyedigital

OUR RELATIONSHIP MARKETING JOURNEY 2005/06 2007/08 2009  MASS TARGETED 1-TO-1 Personalisation / Relevance: Low High Audience: Broad Narrow Relationship Depth: Shallow Deep

AGENCY/CLIENT JOURNEY 2005/06 2007/08 2009  EDUCATE UNDERSTAND RELATE Content & Resources: Low High Organisational involvement: Low High Content updates Monthly Daily

STARTED WITH MEMBERSHIP

WEBSITE PERSONALISATION Gender Promotions News & Content Product

TARGETING LIFESTAGES

INTEGRATED CAMPAIGNS

DATABASE TARGETING Interaction/Engagement Low Medium High SEGMENTATION: • Category loyalty • Level of spend Un segmented Profiled Segmented Level of personalisation

SOME SURPRISES IN THE DATA • 36% survey response rate from 100,000 members • 34% greater spend Members vs. Non-members Insight: Membership attracts advocates. • Net Promoter Score of 79 amongst advocates

PERSONALISED CONTENT DELIVERS PERSONALISED CONTENT + EFFECTIVE DESIGN = >50% OPEN RATES FOR PERSONALISED EMAILS 4x THE CTR OF NON-PERSONALISED EMAILS

DROP-OFF OVER TIME 80% 70% 60% 50% Open rates 40% 30% 20% 10% 0% Believers Choosers Potentials Treaters Unsegmented <6 months 6-11 months 12-17 months 18-23 months

RELEVANCE WINS Pregnancy Weight-loss SRF Engagement Time

NEXT? DYNAMIC PERSONALISATION AND COMMUNITY We’re building • Community features Australia’s biggest • Groups • Wellbeing blog community • Personalised news dedicated to • Blackmores TV wellbeing and • Podcasts natural health. • Online Tools

DYNAMIC PERSONALISATION

PERSONALISATION & COMMUNITY

SUMMARY • Set a clear agenda for your objectives • Get senior stakeholders/decision makers buy in early • Be prepared for a journey • Don’t assume the outcomes • Learn, adapt, optimise • Client and agency united • Data is only valuable with insights • Resource up • Engage with consumers and be prepared to be engaged with!

Questions?

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The Power of Personalisation - Blackmores Online Success Story

by Bullseye on Nov 17, 2009

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