Behavioural Marketing in Retail

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Behavioural Marketing in Retail

  1. 1. @jwatton@jwatton John Watton, Silverpop Internet Retailing Webinar 11th September, 2013. Behavioural Marketing in retail. …orhowtogetyourcustomerstoloveyou @jwatton
  2. 2. @jwatton@jwatton Marketing practice is ten years behind marketing vision.
  3. 3. @jwatton@jwatton
  4. 4. @jwatton@jwatton
  5. 5. @jwatton@jwatton
  6. 6. @jwatton@jwatton This is “Bob”, the manager at “Chiswick Wines”
  7. 7. @jwatton@jwatton Three weird facts I love it 1 Bob = Waitrose x 5 Avg spend per visit = + 30-200% > planned 2 3
  8. 8. @jwatton Marketing needs to get more like Bob S I M I L A R I T Y T O B O B P R O F I T
  9. 9. @jwatton@jwatton Today, marketing is un-Bobular @jwatton
  10. 10. @jwatton
  11. 11. @jwatton@jwatton 13, 365
  12. 12. @jwatton
  13. 13. @jwatton
  14. 14. @jwatton@jwatton
  15. 15. @jwatton@jwatton
  16. 16. @jwatton@jwatton
  17. 17. @jwatton We’re on the way B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G
  18. 18. @jwatton POLL – where are you on your journey to be more “Bobular” ? • Broadcast • Targeting • Segmenting • Personalising
  19. 19. @jwatton@jwatton The Segmented Audience Approach @jwatton
  20. 20. @jwatton@jwatton Problem: The Segmented Audience approach is failing 3%Relevant Irrelevant 97%
  21. 21. @jwatton@jwatton Extending traditional segmentation 1 By Profile 2 By Preference 3 By Now?
  22. 22. @jwatton@jwatton Shrinking segments
  23. 23. @jwatton@jwatton The goal: segments of one @jwatton
  24. 24. @jwatton@jwatton The biggest win: by behaviour @jwatton
  25. 25. @jwatton@jwatton Which behaviours to track? • Age • Gender • Nearest store • Product preferences • Buy for self/as a gift • etc Demographics • Opened email • Did not open email • Clicked on link in email • Bounced • No mailing activity Email behaviour • Purchase history • Survey results • Loyalty points • Product searches • Abandoned carts • etc Relational data • Cart abandoned • Product searched • Form completed • File downloaded • Video viewed • Custom event Web behaviour • Voucher redemption • Store purchase • Event attendance • Call centre activity • Catalogue request • etc Off-line behaviour
  26. 26. @jwatton POLL – What behaviours do you track today (and do something with)? • Demographics • Email • Relational (CRM, loyalty) • Off-line (call centre/in-store/events)
  27. 27. @jwatton SOCIAL EMAIL BRICKS & MORTAR POS B E H A V I O U R A L D A T A B A S E WEBSITE LOCATION CRM
  28. 28. @jwatton Web site Call Direct Mail Email SMS Social Action Channels Output Channels – Communications Silverpop Input Channels External Input Channels Web site Location Email Social SMS Store EPOS Web store Call centre Mail order Input channels – Interactions • Web store • Mail order • Call centre • Event
  29. 29. @jwatton@jwatton The role of email? Source: “Email Is Crushing Twitter, Facebook for Selling Stuff Online”, Wired, 1st July 2013
  30. 30. @jwatton@jwatton Freemans Grattan Holdings • Heritage as a mail order company operating 8 brands • Moving from catalogs to online • Seeing the shift to mobile – 74% of emails now being opened on mobile devices • On the road to behavioral marketing • Automating more and more of their email – Lapsed customer programs – Cart/browse abandonment – Anniversary/birthdays – Preference centre etc. • Upping social engagement • Benefits of behavioral approach – Saved 60% of email marketing costs – Increased open rates from 19% to over 50%
  31. 31. @jwatton Watch the video at http://vimeo.com/silverpopEMEA
  32. 32. @jwatton@jwatton Getting there from here
  33. 33. @jwatton The right platform Email High volume sends Rapid throughput Deliverability services Marketing Automation Web tracking Contact scoring Contact nurture programmes Automated behavioural routing Alerts
  34. 34. @jwatton@jwatton Automate something! • 1. Welcome/Onboarding • 2. Browse Abandonment • 3. Cart Abandonment • 4. Recommendation • 5. Product Review Request • 6. Happy Birthday • 7. Replenishment/Re-order • 8. Cross Sell • 9. Purchase Anniversary • 10. Re-engagement @jwatton
  35. 35. @jwatton@jwatton Back to Bob
  36. 36. @jwatton@jwatton
  37. 37. @jwatton@jwatton Thank you @jwatton jwatton@silverpop.com @jwatton

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