Alluring Logic: Seeing Social ROI by inviting customers where you sell best

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Alluring Logic's Peter McCoy explains what tools are needed in order to optimize your social data and use it to drive sales.

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  • Paula Levy – seasoned CRM and Clienteling specialist with over 25 years experience working with Retailers in defining customer segmentations, go to market strategies, and implementing best practice change management for successful Clienteling. Paula has a holistic view of the retail operations from back office to in store with a strong focus on customer service and engagement. Paula is also a board advisor for Alluring Logic
  • Retailers know that they should invest in Social. But its hard to really define the ROITraditional marketing was a one way conversation and Social has opened up 2 way communication and the ability for Retailers to LISTENWe know that Social drives increased visits to a store and that consumers are going to the Web to gain product knowledge and data prior to shopping in storeIt’s important to have content that is meaningful on line and in Social that identifies the customer to their social lifestyle and engages them – providing retailers with “data” to personalize the marketing and experience = spending more and visiting moreToday’s consumer that cross shops is the most valuable customer so using social to drive traffic to the stores is essential to gain the “experience” and the emotional ties through the in store experience and relationshipsThe largest value from Social today is DATA – data that is directly shared by the consumer; lifestyle statistics; items shared with friends and others; statements made and posted; feedback; conversations; participation; content
  • It’s true that mobile and on line channels are a strategic focus for retailers today but for those with brick and mortar stores, 80-93% of retail is still happening in storeThe customer engagement journey requires engagement at all levels and across all channels. Getting the customer to the store will give them the customer experience and high touch to spend more across all channels and develop loyalty – which is critical to sustainable growthThe social will provide the retailer with data essential to delivering the right mix of services and experiences to the customer
  • Making sense of the data. Then leveraging it for ROI?Social isa great source of real-time data about your customers (what they like, what they are looking at, what they want to buy)coming directly from your customers,but theres SOO MUCH OF ITHow can you properly use this data to engage customers, and see social ROI? You need to have the right tools to help you see how to leverage data to create personalized and delightful experiences for your shoppers. Then drive them to your best channels (in this case, in store)To create these personalized and delightful experiences you need tools that:-Educate your ambassadors (people reaching out to your customers) on your brand. So they can provide information above and beyond what can be found else where-Listen to your customers. Help you talk to them about what they want to hear. Engage them on what interests them. Become an opinion that matters to them.-Catalyze organic 2 way conversations with your customers. Talk to them on their terms. They need to look forward to communication from you Ex. Talk about retailers sending media to consumers who have certain hobbies and how to communicate even when youre not sellingLoyalty is based on trust, relevancy and engagement. The best way to cultivate all these practices is through a clienteling application. Such as ours…**Shameless plug**Im going to quickly walk you through exactly what this process could look like with the proper tools. Whether you are going to drive them in-store or to another preferred channel we feel this is the best practices for recognizing and driving engaged customers where you want them.
  • Like we said, relevancy is the corner stone to building loyal and engaging relationships. You need to make sure your sales staff/marketing staff or ambassadors are relevant and upto date on your brand and products through education.Educate:As information has become more democratized online, brand ambassadors need to provide a higher level of knowledge than what's available to the masses for your consumers.In order tohave a valued and trusted opinion by your customers you need to be sure the people communicating with them (sales staff) are well versed in your products and brand.They need to have a real-time, highly relevant source of information about your brand and the products you carry that is available to them anywhere.Your staff need to be soo knowledgeable that customers valuable their opinion and desire communication with them.This is only accomplished if your staff have a resource they can count on, that is easy to navigate, emulates how they already consumer information for entertainment and is engaging.We provide a “news” section that does just this. We aggregate you social and internal feeds and display them like a magazine. This ensures the content is engaging and available for consumption. You can even dictate what each associate should be reading and keep track of what they have and have not already read.
  • Once you have an educated staff you need to figure out who your best customers are, and where they talk about you. So you can leverage your staffs knowledge:Starting Small is a good choice. It enables you to trulyLISTEN to a segmented customer group, and add real value. Segment your customer base to a manageable amount of customers who are actively engaging with your products online in their own time. In a real way. Find top followers.Find customers with similar characteristicsEasy segments:-Highest spenders-Most frequent shoppers-Frequent brand “engagers”Manage this group and listen to what they are saying. Don’t jump into the conversation on every topic. Seek out questions where you can add value. Learn why they engage and catalyze this action. Then group them based on characteristics that make sense to your brand for later reference.Our tools make it easy to group customers based on their social behaviors (people with items on their pinboard, or in their online shopping cart. This behavior can be based on real-time stats, or what they’ve previously done over a time period.)You can then monitor in real time what they are doing now and ACT based on that. (group every one with the Red Broome street dress on their pinterest wall on in their online shopping cart, with a history of buying items in the summer, and send them a personalized email).
  • Once you have a group of highly valuable and engaged customers to watch you can begin to LISTEN to them:Listening,is more than just waiting your turn to speak You need to figure out, Why consumers engage with your brand online (is it the cute products, good web design, knowledgeable blog posts….) and continue to offer this You need to know where your strengths are in social. Where your presence is the greatest and if that channel is even best for you. You need to know how to communicate back?You need to:-Let the customer determine the relationship -see what they engage about and why? What are they asking? How can you help? Through which channels are they asking? -Group customers with similar behaviors together.-Are these repeatable/definable patterns of engagement? Are some forms of engagement better/of higher quality than others? -duhh….If they are add additional members to these groups through our dashboards. Look for repeating behaviors.Our customer timeline allows you to see what customers are engaging with you. Through which channels and about which products. This makes it easy to visually understand their behavior. You can see in real time: Where they’re engaging, through what channels What they’re engaging about (individual products, content, promotions…) You can tailor outreach specifically to them based on what you can SEE they’re interested in.
  • 2 way communication:Once you’ve grouped customers based on how they interact, and seen what they're engaging with. You can begin to start being a part of the conversations they’re having with you.But you must:Answer in a meaningful way:-Provide associates with deep product/brand knowledge -Allow them to speak from a position of Authority on your brand and products. -Don’t only communicate when you have something to sell, inform customers of events outside your company, brand knowledge and notice what they’re questioning about and answer.Finally:Use 2-way communication to drive customers in-store-Become a resource for your clients -Build relationships on your customers terms. If they only want certain products from you, talk about those products, don’t force sales that arent there. -Answer the questions they want to know. Be available -Don’t communicate only to sell -Provide more insight than they can find on their own -Engage them backOnce there instore, or in the channel you are comfortable with: -Use already existing engagement data to personalize their experience (use pinterest as a wishlist, see what they’ve commented on, on facebook to show them) -Use personalization (use our algorithms to make recommendations on other products, look at past transaction history to cross sell, show relevant media pieces to customer interests) -Use rich media as another opinoin (find trusted sources that talk about your goods and share them with clients) -incentivize them to come back (loyalty) -Cross-sell….-Respond through the right channels
  • Finally you can use our dynamic searching tools to monitor your entire database of customers and drop them into your already segmented groups as the system notices behavioral similarities online.This enables you to grow the groups of actively monitored customers and drive more customers to the channels you are comfortable cross selling it.Monitor the behavior and search for new additions -Continue to add customers to your group
  • Alluring Logic: Seeing Social ROI by inviting customers where you sell best

    1. 1. Seeing Social ROI by inviting customers where you sell best
    2. 2. • Peter McCoy Co-Founder @• Paula Levy VP Socialized CRM & Clienteling @ & Board Advisor @
    3. 3. • High consumer social engagement with products• High spending by brands on social• Hard to define ROI in social SOCIAL = DATA
    4. 4. • The journey – to be engaged at all levels & across all channels• End Goal to be a member of the social circle• Mobile and On line are high growth channels• The majority of retail sales still happens in stores• In-store experience with their sales associates will increase market basket and sales
    5. 5. Social = DataWith out the proper tools social data is a “Mess”
    6. 6. Start small: Segmenting
    7. 7. Monitor “How, Why and Where” engagement happens
    8. 8. Act: 2-way communication
    9. 9. Add to the group: Rinse and repeat
    10. 10. • Drive engaged customers to your best channel(s) o Segment them to small target groups based on lifestyle o Catalyze meaningful, relevant 2-way conversation o Personalize their experience using social data• Embed Social data with CRM information o Drive the data to the store for Clienteling & relationship building o Create the opportunity to enter the customer’s social circle o Become the trusted advisor• Achieve what others have with Clienteling: o 3 to 4 X increase in annual spend o 63% increase in avg. transaction size o 33% increase in repeat visits
    11. 11. • Peter McCoy – McCoype@alluringlogic.com 646-580-9538• Paula Levy – plevy@sophelle.com 917-969-6955

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