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Bridging The Gap Between Online and Offline

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In this webinar, you’ll learn methods for merging the physical and digital identities of your customers for an accurate view of behavior across channels, what information is critical to enabling omni-channel success, and how to align marketing with consumer expectations throughout their lifecycle.

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Bridging The Gap Between Online and Offline

  1. 1. An AgilOne Academy WEBINAR! Bridging the Gap Between Online & Offline ALIGNING YOUR MARKETING TO TODAY’S OMNI-CHANNEL CONSUMER JOURNEY Angela Sanfilippo Chief Evangelist at AgilOne! Presented by:
  2. 2. 3/30/15 © 2015 AgilOne - Confidential 2 Watch the live replay http://www.agilone.com/academy/bridging-gap-online-offline & Offline
  3. 3. ①  Omni-channel preferences. ②  The data divide. ③  Delivering relevant engagement for short & long-term growth. How do I align my marketing with today’s consumer journey? ! ④  Omni-channel plays to optimize your marketing. ⑤  Make it happen. 3/26/15 © 2014 AgilOne - Confidential 3
  4. 4. It starts with the consumer.! ! ! Gap 1: How consumers interact vs transact. !
  5. 5. Omni-channel Interactions Where value is created Omni-channel Transactions Where value is captured How I shop How I buy Gap 1: Omni-Channel Interactions & Transactions!
  6. 6. 6! 95% of consumers are using multiple channels to “shop” (1) 93.5% of total retail sales come from brick-and-mortar (2) While consumers engage across channels, they’re still heavily influenced by traditional retail! Sources: eBay Enterprise, Omni-channel Insights, April 2014. US Census Total Retail Sales 2014. 66% of customers purchasing online use a physical store before, or after, the transaction.
  7. 7. Shopping Frequency by Channel!
  8. 8. Consumers Cross Channel Shopping by Category! Source: PwC US Consumers Shopping Online, Total Retail Sales 2014.
  9. 9. Understanding motivations behind online and in-store! 60% ! to see, touch, try! Why buy in-store? ! 53% ! immediacy! ! 33% ! certainty of use/fit ! 20% ! faster delivery! !
  10. 10. 56% ! lower prices! ! Why buy online? ! 46% ! 24/7 shopping! ! 40% ! no travel! ! 32% ! easier to compare/ research! ! Understanding motivations behind online and in-store!
  11. 11. 3/26/15 © 2015 AgilOne - Confidential 11 Manufacturers go direct to consumer! 66% ! lower prices! ! Why buy direct? ! 26% ! loyalty! ! 30% ! better warranty! ! 42% ! more choice! ! ! 17% of consumers said they bought from the product manufacturer vs retailer for their last online purchase Source: PwC US Consumers Shopping Online, Total Retail Sales 2014.
  12. 12. 3/26/15 © 2015 AgilOne - Confidential 12 Source: PwC US Consumers Shopping Online, Total Retail Sales 2014.
  13. 13. 30% Locate a store 25% Mobile coupons Source: Forrester Research, Customer Desires Vs.Retailer Capabilities: Minding The OmniChannel Commerce Gap, 2014. PwC, The State of Retail 2015. US Census Mobile Commerce Sales, Q4 2014 34% Research in-store 38% Check inventory on way to store 56% Research at home 39% Compare prices In-store How consumers use mobile throughout the purchase journey ! 12% Buy Research PurchaseStage in purchase journey %ofconsumers
  14. 14. 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14 Q4' 14 ShareofretaileCommerceexpenditure Share of total e-commerce spending on mobile device in the United States from 2nd quarter 2010 to 3rd quarter 2014 Source: comScore Mobile purchases expected to grow from 12% to nearly 50% of total eCommerce sales by 2018!
  15. 15. Mobile payments enjoy early success with some retailers !
  16. 16. Consumers prefer credit cards and debit cards •  Only 1% of consumers prefer to pay by phone •  Debit cards (40%), credit cards (40%) and cash (15%) 36% of consumers are wary of having personal credit information hacked from mobile phone But still have a way to go! Source: PwC Total Retail 2014.
  17. 17. Direct mail still works! 79% ! act on direct mail immediately. 33% go online. 73% ! of consumers prefer direct mail over other advertising messages. 65% ! purchase as a result of a direct mail message. Direct mail is preferred over other advertising It’s effective at driving sales Consumers remain responsive
  18. 18. PwC Global Total Retail Survey 2015! http://ow.ly/KLu6r More consumer shopping preferences by 11 retail sub-categories!
  19. 19. ! The Store of the Future Happening Now! Richer Clienteling Powered By Data! ! Changing Retail Formats! ! Direct Marketing Gets Back to Basics! ! Interactive & Connected! !
  20. 20. Blurring the lines between digital and in- store
  21. 21. Merchandising meets the dressing room Help if I need it Closing the in- store gap
  22. 22. Clienteling gets a digital upgrade! “Endless Aisle allows our associates to provide additional options for customers who are interested in products that are out of stock or only available online. It is a valuable service that widens the selection of products available and provides the convenience of having purchases sent directly to consumers’ homes.” Rafeh Masood, vice president of customer innovation technology at Dick’s Sporting Goods Dick’s Sporting Goods eCommerce sales reach nearly 15% of total sales in Q4 2014 by equipping its sales associates with mobile devices for easy ordering in any aisle.
  23. 23. Bonobos opens eCommerce showroom. Consumers try and buy in-store with home delivery.! Amazon first physical stores allows students to order online and pick-up in store with free 1-day shipping. ! Retail form meets function!
  24. 24. Jan 2015: IKEA opens 10 microstores in Canada to address the 73% of Canadians who want the option to pick up in-store.! Walmart micro-stores are located either in rural areas too small to support a big box, or in urban areas too small to fit one.! The move towards micro-stores!
  25. 25. 3/26/15 © 2015 AgilOne - Confidential 25 Bringing social cred to the store!
  26. 26. Retail gets back to basics with direct marketing! mailings grew in 2013 for the first time in six years to 11.9 billion ! •  'Big Book' catalog returns after being phased out in 2009;70 more catalogs phased out in 2010. ! •  Data shows that many of its online sales were driven by what the shoppers saw in print! •  120-page book will be sent to select customers and highlights home department! JC Penney’s 2009 Big Book!
  27. 27. 17 pounds, 13 “sourcebooks” and 3,300 pages of “curated and inspired design”! ! Restoration Hardware’s bold move!
  28. 28. ! Place the printed catalogue where you want to put the furniture, choose a product and see how it looks. ! Scan selected pages in the catalog app or by the digital catalog from your smartphone or tablet. ! IKEA integrates augmented reality into the catalog!
  29. 29. The data divide.! ! ! Gap 2: Single view of the customer.!
  30. 30. Gap 2: The data divide! Personalization drives customers to spend more, more frequently! Loyalty wanes without it! Valuable customers get lost in the data! 70%! ! # of top 10 customers retailers miss without integrated data! 78% ! ! of consumers are more likely to be a repeat customer. ! 9 in 10 will pay 25% more.! Source: RightNow Customer Impact Report. AgilOne analysis of over 10M consumers transactions. ! 50%! ! of consumers would consider abandoning their loyalties to retailers who don’t deliver relevant offers!
  31. 31. 3/26/15! © 2014 AgilOne - Confidential! 31! Newsletter! Signup! Jennifer Kistler! jkistlerpromo@gmail.com! ! • Browsed All-in-One BB Cream! Mobile Guest! Checkout! Jen Kistler! jkistler@gmail.com! 1242 Main St, Sunnyvale, CA! ! • Bought Paddle Hair Brush! Loyalty Card! Signup! Jennifer Kistler! Jennifer.k@gmail.com! ! • Bought Color Crush Nail Polish! Abandoned Cart! Jennifer Kistler! jksnowboard@yahoo.com! 1242 Main St, Sunnyvale, CA! ! • Left $200, 4 Items In Cart! Current Insights/Actions! Email Welcome Series, try to convert! No customer record, ignored! Loyalty member / 1 time buyer, try to get 2nd purchase on web! Web customer / created account, need to convert the cart to get 2nd order! Current Customer View! Single View of the Customer! LTV: $300! Likelihood-to-buy: 1 (Very High)! Predictive Clusters: Accessories, Holiday,! Discount Junkie! 25 Female 21.74! Bought: Paddle Hair Brush, Color Crush! Browsed: All-in-One BB Cream! Abandoned: 4 Items in cart! Jennifer Kistler! 1242 Magnolia Ave! Sunnyvale, CA! ! jkistler@gmail.com (active, primary)! Jennifer.k@gmail.com (unsubscribed)! Jksnowboard@yahoo.com (never opens)! …Hard to do with Siloed Data
  32. 32. 3/26/15 © 2014 AgilOne - Confidential 32 Mobile apps aren’t for everyone! •  1 in 10 customers download a retail app! •  Mixed sentiment on in-store tracking! •  Beacons and WiFi still require significant investment! Tying a customer to the transaction: Tracking in-store purchases! CRM/Loyalty programs can be successful ! •  most successful at identifying up to 80-90% of transactions! •  challenge is cost & compliance! Credit-card match-back still misses transactions! •  captures 80% at best! •  cash customers are lost without CRM/ loyalty program!
  33. 33. Merging physical & digital identities! •  Anonymous visitor! •  Guest checkout ! •  Newsletter subscriber ! •  Email associated to online account ! •  Online account credentials! •  Mobile app user! •  SMS Subscriber ! •  Multiple devices (PC, tablet, smart phone)! ! ! ! •  Multiple instances of name & address captured & appended ! •  Billing address (guest shopper, online account)! •  CRM/Loyalty program! ! ! ! •  Valid emails/invalid email filtering! •  Casing standardization! •  Phone number validation & localization! •  Address validation and standardization (NCOA), CASS, DVP Address type flag: Residence, Business Company name parsing! •  MSA / region append! •  Geo-code! Validation& Cleasning! Typesof! instances! Digital identity! Physical identity! •  Name parsing! •  AKA dictionary (Ex: Bob = Robert, Bill = William)! •  Genderization! •  Title, prefix and suffix deduction! •  Household!
  34. 34. Meet your customers.!
  35. 35. Meet your customers.!
  36. 36. 3/26/15 © 2015 AgilOne - Confidential 36 Purchase Behavior! Brand Cluster ! Product Cluster ! Example clusters!
  37. 37. Likelihood to engage or unsubscribe! © 2015 AgilOne - Confidential 37 Critical use cases! •  Adjust contact frequency! •  Remarket via Direct Mail to high LTV, LTB! •  Remarket via Facebook to high LTV, LTB! •  Remarket via display to high LTV, LTB!
  38. 38. Meet your customers.!
  39. 39. Delivering relevant engagement for short-term and long-term business growth.! Gap 3: Acquisition vs retention!
  40. 40. Today’s Consumer Purchase Journey! 2/3 ! of customer’s abandon online shopping cart! 4! ! Purchase / Pick-up! Return! ! ! Discover! ! ! Research/ Browse! ! ! Trial! Post Purchase!Pre-Purchase! 1 2 3 4 ! ! Re-Purchase! ! ! Loyal! ! ! At-Risk! ! ! Lapsed! 6 ^ ! ~ ! ! Experience! 5 Goal: Conversion!
  41. 41. Abandon Shopping Cart: 17 Online Retailers Who’ll Bait You Back with a Coupon
  42. 42. 70%! of customers are! one and done! 4! ! Purchase / Pick-up! Return! ! ! Discover! ! ! Research/ Browse! ! ! Trial! Post Purchase!Pre-Purchase! 1 2 3 4 ! ! Re-Purchase! ! ! Loyal! ! ! At-Risk! ! ! Lapsed! 6 ^ ! ~ ! ! Experience! 5 Today’s Consumer Purchase Journey! The retention rate increases from 30% to 70% between 1X and 2X buyers! ! Waiting for customers to lapse lowers reactivation to about 5% but it's still 10X cheaper to reactivate than reacquire! Goal: Lifetime Value!
  43. 43. Email overload!
  44. 44. 3/26/15 © 2015 AgilOne - Confidential 45 Personalization! Right message, right time, right channel ! Revenue targets!
  45. 45. Omni-channel plays to optimize your marketing. !
  46. 46. Playbook Types ! Triggered campaigns ! (event-based)! •  Abandoned cart! •  Abandoned browse! •  Abandoned Adword! •  Abandoned Search! Promotional ! campaigns! •  Next Order Offer (increase AOV)! •  Category Mix (cross-sell)! •  Brand Mix (cross-sell)! •  Accessories! Lifecycle campaigns! •  Non-buyers! •  1st time buyers ! •  Repeat buyers! •  Churn prevention! •  Replenishment! •  VIP program! •  1st Order Anniversary! •  Reactivation! •  Newsletter – Personalization ! •  Newsletter – Price elasticity (discount vs. LTB)! •  Newsletter – Frequency Adjustment ! •  VIP store events (Opening, Private Sales)! The goal is to start with the most impactful campaigns and layer on over time!
  47. 47. 4! ! Purchase / Pick-up! Return! ! ! Discover! ! ! Research/ Browse! ! ! Trial! Today’s Consumer Purchase Journey! Post Purchase! •  Abandoned cart! •  Abandoned browse! •  Abandoned Adword! •  Abandoned search! Pre-Purchase! 1 2 3 4 ! ! Re-Purchase! ! ! Loyal! ! ! At-Risk! ! ! Lapsed! 6 ^ ! ~ ! ! Experience! 5
  48. 48. 4! ! Purchase / Pick-up! Return! ! ! Discover! ! ! Research/ Browse! ! ! Trial! Today’s Consumer Purchase Journey! Post Purchase! •  1st time buyers ! •  Repeat buyers! •  Replenishment! Pre-Purchase! 1 2 3 4 ! ! Re-Purchase! ! ! Loyal! ! ! At-Risk! ! ! Lapsed! 6 ^ ! ~ ! ! Experience! 5 62%
  49. 49. 4! ! Purchase / Pick-up! Return! ! ! Discover! ! ! Research/ Browse! ! ! Trial! Today’s Consumer Purchase Journey! Post Purchase! •  Loyalty ! •  VIP program ! •  Churn prevention! •  Reactivation (Opt-ins)! •  Reactivation (Opt- outs) via Facebook, Direct Mail! Pre-Purchase! 1 2 3 4 ! ! Re-Purchase! ! ! Loyal! ! ! At-Risk! ! ! Lapsed! 6 ^ ! ~ ! ! Experience! 5 70% 62% *Everyone Else - Millennials Source: PwC Global Total Retail Survey 2015!
  50. 50. 360 Attributes! 1.  Profile ! 2.  Value! 3.  Lifecycle stage! 4.  Purchase behavior/ trends! 5.  Product usage! 6.  Channel usage! 7.  Demographics! 8.  Location! 9.  Clusters: Product, Brand! 1.  Type ! 2.  Channel ! 3.  Message ! 4.  CTA ! Customer! Inputs! Value! 1.  Historic! 2.  Predicted! 3.  Potential ! Lifecycle! 1.  Anonymous/ subscriber! 2.  First time buyer! 3.  Repeat! 4.  Loyal! 5.  At-Risk! 6.  Lapsed! Motivation! 1.  Response! 2.  Trend! 3.  Product! Levers! Type! 1.  Event! 2.  Lifecycle! 3.  Campaign! ! Predicting action! 1.  Purchase! 2.  Open/click email! 3.  Response to offer! 4.  Churn! Channel! 1.  Email! 2.  Store! 3.  Phone! 4.  Direct mail! Marketing Variables! The lowest common denominator to balance personalization & execution!
  51. 51. 3/26/15 © 2015 AgilOne - Confidential 53 SUBSCRIBERS WHO HAVEN’T BOUGHT Standard message Relevant product or content [dynamic or static] Segment offer based on predictive LTV •  Low Predicted Value: 10% •  High Predicted Value: Free shipping •  Recommendations based on browse history •  Top sellers by brand or category Goal: Optimize margin!
  52. 52. 3/26/15 © 2015 AgilOne - Confidential 54 PURCHASE FOLLOW-UP Standard message Relevant product or content [dynamic or static] Segment based on purchase behavior •  1x, high LTB •  1x low LTB •  2x, high LTB •  2x+, low LTB •  Replenishment •  Top sellers by brand or category •  Complementary products Goal: Optimize margin! Prioritize channel!
  53. 53. Make it happen!
  54. 54. Foundational capabilities for customer-centric marketing © 2015 AgilOne - Confidential! 56!
  55. 55. Identified Opportunities: •  Acquire higher-value customers: Optimize Adwords using LTV! ! •  Increase AOV: Leverage likelihood to buy to drive selective and surgical discounting! •  Increase Purchase Frequency: Use historical purchase frequency to intensify communication and promotions in critical months to motivate next purchase! •  Increase Retention: Focus on 1-2x conversion leveraging product clusters, recommendations, and likelihood to buy! •  Increase Reactivation: Conduct reactivation campaigns that take into account product clusters and discount information! Next Steps •  Add other opportunities and key initiatives to list! •  Prioritize list by estimating financial impact and ease of implementation! ! •  Identify task force! •  Develop timeline! •  Execute! Impact Ease Priority Low Medium High! Acquisition!Growth!Retention! Dhruv Bhargava ! Expert Services! Revenue Finder: Start with your data!
  56. 56. 3/30/15 © 2015 AgilOne - Confidential 58 Watch the live replay http://www.agilone.com/academy/bridging-gap-online-offline & Offline
  57. 57. Coming August 31, 2015! Available for pre-order now! © 2015 AgilOne - Confidential! 59!
  58. 58. Thank you! ! Learn more about data-driven marketing at www.agilone.com/academy/. Contact us with any questions at info@agilone.com or (877) 769 3047. © 2015 AgilOne - Confidential! 60! Don’t forget to join the conversation on Twitter @agilone

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