Did you know acquiring new customers is 5 times more expensive than retaining existing ones? For marketers and businesses, it's clear that retention over acquisition is the new name of the game. But are Indian brands doing enough? This presentation on 'The Retention Aura', by Ashish Sinha, Managing Director, Epsilon APAC & MEA, looks at the importance of retention, examples of brands getting it right - and the tremendous opportunity it presents for marketers. (Originally presented at the Future of Marketing Summit & Awards, January 2020, in Mumbai, India) #EpsilonIndia #martech #retention #acquisition

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All names and logos are trademarks or registered trademarks of their respective owners.
India.epsilon.com
The Retention
Aura
Ashish Sinha,
Managing Director, Epsilon APAC & MEA

2. 2
Imagine a world
without
technology...

3. 3
…with today’s
tech, the
possibilities
for brands
are endless...
CabTorchlight Flight Movies
09:15
• Order Groceries
online
GroffersBigBasket Amazon
• One click shopping
Bumble
• Find a friend
Tinder
• Date for tonight

4. 4
…but not every
brand gets it
right...
Cab now
Unfortunately, your driver had to cancel
the trip. Please request a new ride.
09:20
Cab – Arriving now now
Ram arriving now in Indica
Cab – En Route now
Unfortunately, your driver had to cancel
the trip. We are getting you another driver
Cab – Arriving now now
Krishna arriving now in Swift
Cab – En Route now
Unfortunately, your driver had to cancel
the trip. We are getting you another driver

5. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
5
Peter Parker
Intern in Stark Industries. Does not own a car.
Non-customer of Wayne bank
Tony Stark
Multi-Billionaire. Owns many cars.
Customer of Wayne Bank for 15 years
…while others fail to provide personalized experiences…
Text message now
Now own a car with zero down
payment with Wayne Bank Car Loans
at the lowest EMI of Rs. 1499/Lakh.
Apply now at https://bit.ly/2Oj4xXx.
T&C apply
Text message now
Now own a car with zero down
payment with Wayne Bank Car Loans
at the lowest EMI of Rs. 1499/Lakh.
Apply now at https://bit.ly/2Oj4xXx.
T&C apply
Identical message to all personas

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All names and logos are trademarks or registered trademarks of their respective owners.
6
When unhappy, customers leave with a click

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All names and logos are trademarks or registered trademarks of their respective owners.
7
Acquisition smarts Retention smarts
What brought them to you won’t keep them there

8. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
8
Secret of retention = Hyper-personalized experiences

9. 9 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
Hyper-Personalization in action - Guess the brand

10. 10 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
CUSTOMIZABLE WRISTBANDS WITH RFID
TECHNOLOGY
Priority access to rides | Pay for food and merchandise | Unlock hotel rooms

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All names and logos are trademarks or registered trademarks of their respective owners.
LOCATE GUESTS ANYWHERE IN THE PARK
Help find rest of your group | Point them to rides that are free
WRISTBANDS THAT MAKE THE EXPERIENCE
TWICE AS FUN

12. 12 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
LOCATES YOU AND BUILDS THE EXPERIENCE
AROUND YOU
UNLOCKS UNEXPECTED SURPRISES
Personalized greetings from the staff and the characters
WRISTBANDS THAT MAKE THE EXPERIENCE
TWICE AS FUN

13. 13 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
LOCATES YOU AND BUILDS THE EXPERIENCE
AROUND YOU
WRISTBANDS THAT MAKE THE EXPERIENCE
TWICE AS FUN
UNLOCKS UNEXPECTED SURPRISES
CANDIDLY CAPTURES MEMORIES AND STORES THEM SAFELY
Create personalize memory books | Automatically emails them to you

14. 14 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.

15. 15 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
EVERYTHING ON YOUR FINGERTIPS
Mobile check-ins | Mobile requests | Mobile Keys

16. 16 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
EVERYTHING ON YOUR FINGERTIPS
VIRTUAL CONCIERGE TO ANTICIPATE YOUR NEEDS
Branded chat bots on social media

17. 17 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
EVERYTHING ON YOUR FINGERTIPS
MOMENTS OF INSPIRATION IN SHOWER
Built-in touch sensitive technology | Sketch ideas on Shower doors | Automatically emails it to you
VIRTUAL CONCIERGE TO ANTICIPATE YOUR NEEDS

18. 18 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
MOMENTS OF INSPIRATION IN SHOWER
REAL TIME CONVERSATION ENGINE
Content designed to engage guests | Alexa for hospitality | Smart, voice activated rooms
EVERYTHING ON YOUR FINGERTIPS VIRTUAL CONCIERGE TO ANTICIPATE YOUR NEEDS

19. 19 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.

20. 20 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
INDICATES HOW MUCH OF CONTENT READ ON
SUBJECT

21. 21 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
INDICATES HOW MUCH OF
CONTENT READ ON SUBJECT
QUANTIFIES IMPACT OF THAT READING

22. 22 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
SURFACES THE BEST CONTENT ON A SUBJECT
INDICATES HOW MUCH OF CONTENT
READ ON SUBJECT
QUANTIFIES IMPACT OF THAT READING

23. 23 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.

24. 24 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
RETENTION=
WOW PER
INTERACTION
What these brands prove…

25. 25 © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
Where we are today – The retention market gap…
44% 16%
OF COMPANIES FOCUS
ON ACQUISITION
OF COMPANIES FOCUS
ON RETENTION
Vs
https://www.invespcro.com/blog/customer-acquisition-retention/

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All names and logos are trademarks or registered trademarks of their respective owners.
26
…an opportunity for marketers
Customer acquisition 5X more
expensive than retention01
Existing customers 10X more likely
to repurchase02
5% higher customer retention = 25%
improvement in profits03
Loyal customers 7X more likely to
try new products04

27. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
27
The future imperative of Retention: A strong learning loop
Stay ahead of the curve with disruptive
Martech
Leverage the power of data to redefine
your marketing strategy
Focus on engagement in addition to
acquisition for greater ROMI
Technology
Data
Human
Intelligence

28. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
28
The future imperative of Retention: A strong learning loop
Technology and Data are
Epsilon’s forte …
Technology
Data
Human
Intelligence

29. © 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.
29
The future imperative of Retention: A strong learning loop
… so that you can shine in
yours!
Technology
Data
Human
Intelligence
Technology and Data are
Epsilon’s forte …
Visit us at india.epsilon.com
for more

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All names and logos are trademarks or registered trademarks of their respective owners.
30
THANK YOU
© 2019 Epsilon Data Management, LLC. All rights reserved. Proprietary and confidential
All names and logos are trademarks or registered trademarks of their respective owners.