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The 2019 Direct to Consumer Omnichannel Growth Summit

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The 2019 Direct to Consumer Omnichannel Growth Summit

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In 2018 the ecommerce landscape was flipped on its head disrupted by direct to consumer (D2C) brands from Warby Parker to Moon Juice. This Summit will provide brands with cutting-edge D2C strategies to accelerate brand growth in 2019.

Whether an aspiring D2Cbrand or optimizing your current strategy, hear from seasoned marketing experts on how to best set your brand up for success this new year. Join our free full-day virtual conference and hear 4 back-to-back expert sessions all while from the comfort of your home or office.

In 2018 the ecommerce landscape was flipped on its head disrupted by direct to consumer (D2C) brands from Warby Parker to Moon Juice. This Summit will provide brands with cutting-edge D2C strategies to accelerate brand growth in 2019.

Whether an aspiring D2Cbrand or optimizing your current strategy, hear from seasoned marketing experts on how to best set your brand up for success this new year. Join our free full-day virtual conference and hear 4 back-to-back expert sessions all while from the comfort of your home or office.

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The 2019 Direct to Consumer Omnichannel Growth Summit

  1. 1. The 2019 Direct to Consumer Omnichannel Growth Summit
  2. 2. 9 - 9:45 am PT 12 - 12:45 pm PT HEAP ANALYTICS PRESENTS: Direct to Consumer Retail: Using Data to Build Relationships with Consumers 10 - 10:45 am PT 11 - 11:45 am PT ELITE SEM PRESENTS: The Breakdown of a Breakout Brand's Marketing Flywheel TRUSTPILOT PRESENTS: Cutting Through The Noise: Using Trust and Credibility to Stand Out in a Crowded Market Today’s Timeline CPC STRATEGY PRESENTS: The Direct to Consumer Amazon Approach
  3. 3. Today’s Logistics ● Session Recording & Slides Will Be Sent Out ● Submit Questions to Our Panelists ● Resources Available as Handouts ● Join in the Poll Questions! Analicia Santaella Partner Coordinator
  4. 4. Cutting Through The Noise 4 Using Trust and Credibility to Stand Out in a Crowded Market
  5. 5. About Trustpilot We help people buy with confidence Sharing experiences builds trust and transparency We help companies harness the power of reviews
  6. 6. 6 50m+ 1m+ New reviews each month 230K Brands reviewed on Trustpilot A little bit about Trustpilot. Online reviews posted
  7. 7. 7 What do most successful D2C companies all have in common?
  8. 8. 8 The keys to success in D2C Differentiate on both products & brand/customer service D2C brands often turn a simple, quality product line into a luxury. But even more crucial to D2C success is creating a brand that people love and trust. Make customer experience your strength In order to build a brand people love, capitalize on a strong customer experience. Build customer loyalty & advocacy Take your customer feedback and turn happy customers into return revenue and advocates
  9. 9. 9 To be successful in D2C, you need to: 1. Differentiate on both products and customer service 2. Make customer experience your strength against competitors 3. Build customer loyalty and advocacy
  10. 10. 10 Reviews and social proof = easy solution to standing out
  11. 11. 11 90% 72% of consumers will take action after reading a positive review. According to a survey conducted by Dimensional Research and Zendesk 86% of people would pay more for services for a company with higher ratings and reviews. Are reviews really that important? of consumers say buying decisions are influenced by online reviews.
  12. 12. 12 Differentiate on products & customer service
  13. 13. 13 Central to D2C = Simple, but good quality products
  14. 14. 14 Encourage your customers to review your products. Showcase your product quality & features
  15. 15. 15 Even more important than the product to most D2C brands is creating a brand that people love. Even more important to D2C = Brand perception
  16. 16. 16 Don’t just stop at product reviews, collect reviews of your brand and customer service Prove your customer love with brand reviews
  17. 17. 17 Show your brand reviews in paid search ads and organic search results. Showcase your customer love everywhere! PAID CTR+ 10% According to Google, ads with Seller Ratings get up to a 10% higher CTR than the same ads without ratings. ORGANIC CTR+ 45% LensDirect increased their organic CTR by 45% on their highest value search term after using Trustpilot
  18. 18. 18 Rich snippets on product pages and key business pages displays more relevant information to potential customers Get rich snippets for both your brand & product reviews
  19. 19. 19 Make your ads and social profiles stand out and build brand trust Share customer feedback on social & display ads CTR+ 66% Vivint saw a 66% higher CTR after adding reviews to their display ads.
  20. 20. 20 Make customer experience your strength & grow sales
  21. 21. 21 Listen to and learn from your customer base by proactively collecting reviews and feedback from all customers Improving customer experience starts with feedback
  22. 22. 22 Analyze customer feedback and find trends to improve customer experience on a macro level Identify trends to find largest opp for CX improvement ● Identify key sources of positive and negative reviews ● Resolve the major drivers of negative feedback to make a positive customer experience
  23. 23. 23 How to respond to negative review - show off your customer service
  24. 24. 24 75% of customers like when brands personalize shopping experiences for them Use personalization to convert audiences
  25. 25. 25 ● 75% of consumers are more likely to buy from a retailer that knows their purchase history and recommends based off of it ● By 2020 smart personalization engines will enable digital businesses to increase their profits up to 15% Personalize your pages with recommendations.
  26. 26. Showing customer reviews on your homepage, category pages, and landing pages can dramatically grow conversions. Showcase your awesome CX to convert audiences CONVERSIONS+ 16% CONVERSIONS+ 12%CONVERSIONS+ 130% ID Wholesaler saw a 130% increase in conversions and a 315% increase in sales after displaying reviews onsite. Revel saw a 16% increase in conversions after displaying their star rating front and center near their CTA. Vivint saw a 12% increase on landing page conversions after incorporating Trustpilot reviews, resulting in 13% more sales revenue. 26
  27. 27. 27 ● Approximately 75% of online shopping carts are abandoned every year ● Add reviews to stop cart abandonment before it happens ● Leverage social proof in your cart abandonment emails ● Silver Heart saw a 25% decrease in cart abandonment by adding reviews to the buying journey Say goodbye to cart abandonment.
  28. 28. 28 Build customer loyalty & advocacy
  29. 29. “ 29 I think our primary reason for collection of reviews is that we need to be listening. We can’t just assume that we know what our customers want or need.” Anna Pettus, VP GMS Strategic Operations, JustFab.com (TechStyle Fashion Group)
  30. 30. 30 The math behind customer loyalty On average… - Return customers cost 10 times less to acquire than new ones - Return customers spend 2/3’s more than new ones - Happy customers will recommend a provider to 3 friends Great Customer Experience Poor Customer Experience On average… - 79% of unhappy customers would take their business to a competitor - 13% of unhappy customers will tell more than 20 people
  31. 31. 31 Likelihood of another purchase after 1,2, and 3 purchases Customer loyalty grows with every purchase 1st purchase 2nd purchase 3rd purchase 27% 45% 54%
  32. 32. 32 Resolving a customer issue can make a customer for life
  33. 33. 33 Launched the Surprise & Delight Program to over-deliver on customer experience, nurture loyalty, & build advocacy through unexpected experiences. Get creative in the name of customer loyalty ● Mission: Get customers talking about their positive customer experiences ● Strategy: Capture customer attention both when they mess up and when they’re crushing it by sending both happy and unhappy customers a surprise gift ● Goal: Turn unhappy customers into happy customers; turn happy customers into advocates
  34. 34. 34 Create loyalty programs based on feedback ● Starting with $100k budget, with the goal to reach more than 50k customers in 6 months 3 Categories of Gift-Giving: ○ I’m Sorry: CS agent can offer one of the following if there was an issue: gift cards, handwritten letters, free products, rush shipping, flowers, necklace, loyalty points, or can put in a request to do something more ○ Thank You: for top customers, can offer the same gifts as above “just because” ○ WOW Experiences: for brand fans (top 10% of spenders), can receive awesome gifts life VIP treatment, entire bill paid, makeovers, personal assistant, fancy dinner, etc. → hope is that they share!
  35. 35. You have mere seconds to capture attention. Optimize those seconds for conversion with customer reviews. 35
  36. 36. 36 Reviews in action
  37. 37. 37 ● Features Trustscore and reviews across site ● Video on product pages (featuring their top reviews) to communicate trust Zhou Nutrition Case Study Images courtesy of bold360
  38. 38. 38 Your platform for progress
  39. 39. The 2019 Direct to Consumer Omnichannel Growth Summit Please hold for our next presentation starting at 12pm PT / 3pm ET HEAP ANALYTICS PRESENTS: Direct to Consumer Retail: Using Data to Build Relationships with Consumers

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