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Perfecting Commerce Marketing With Deep Personalization

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Watch this #CCSeries webinar on-demand: http://rtou.ch/2n6wpG0

Today’s consumers expect a relevant and personalized brand experience across all touch points of the shopping journey. To deliver that experience, retailers need to be able to react and respond in real time.

This webinar will offer tactics for effectively personalizing every step of the shopping journey, using automated solutions that tap into customer, browse and purchase data.

Retailers will learn how to:

Decrease online shopping roadblocks;
Deliver browse recovery messages;
Better engage following cart abandonment;
Increase second orders; and
Build long-term brand loyalty.

Published in: Retail
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Perfecting Commerce Marketing With Deep Personalization

  1. 1. #CCSeries Perfecting Commerce Marketing With Deep Personalization SPONSORED BY:
  2. 2. #CCSeries Follow this event on LinkedIn & Twitter #CCSeries Retail Touchpoints: @RTouchPoints Debbie Hauss: @dhauss Bronto: @Bronto Greg Zakowicz: @WhatsGregDoing
  3. 3. #CCSeries Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #CCSeries
  4. 4. #CCSeries How Are We Doing?
  5. 5. #CCSeries About Retail TouchPoints ü Launched in 2007 ü Over 30,000 retail subscribers ü To provide executives with relevant, insightful content across a variety of digital medium Sign up for our weekly newsletter: www.retailtouchpoints.com/subscribe
  6. 6. #CCSeries Panelists MODERATOR: Debbie Hauss Editor-in-Chief Retail TouchPoints Greg Zakowicz Senior Commerce Marketing Analyst Bronto Software @WhatsGregDoing
  7. 7. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Greg Zakowicz Sr. Commerce Marketing Analyst Greg.Zakowicz@Bronto.com @WhatsGregDoing Blog.Bronto.com
  8. 8. Copyright © 2017, Oracle and/or its affiliates. All rights reserved.
  9. 9. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
  10. 10. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Perfecting Commerce Marketing With Deep Personalization
  11. 11. Copyright © 2017, Oracle and/or its affiliates. All rights reserved.
  12. 12. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Consumer Behavior “Then” Consumer Behavior “Now”
  13. 13. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. • Expectations. § Email. § Website. § Availability. § Interactions. § Brands. • Shopping: § In-store. § Online. § Location.
  14. 14. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. In-Store Experience
  15. 15. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. In-Store Experience
  16. 16. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Mobile Experience
  17. 17. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Catalog Experience?
  18. 18. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Cross-Border Shopping “Where We Buy: Consumer Attitudes on Global Ecommerce”, Bronto Software, 2016 Why? • Delivery costs/charges. • Fulfillment easier. • Local currency. • Language preferences. • Better prices. • Unique products. • Online shoppers who would consider buying from a retailer outside of the country. • USA: 77% • UK: 80% • Online shoppers who have already done so. • USA: 42% • UK: 44%
  19. 19. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Consumer Experience It matters!
  20. 20. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Consumer Experience I want to purchase dress shoes: • Amazon has >240,000 to choose from. • Men’s Dress Shoes >20,000. • Men’s Brown Dress Shoes >13,000.
  21. 21. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Consumer Experience • 10% off • Free shipping • Free, 30-day returns • 10% off • Free shipping • Free, 30-day returns
  22. 22. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Consumer Experience & Personalization Are you communicating with your customers in a way that is meaningful for them?
  23. 23. Cart, browse, and post-purchase messaging Personalized Engagement
  24. 24. Cart Abandonment
  25. 25. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Cart Abandoners Abandoned Cart Identified & Carted Specific Product(s) Browsed / Researched Found Site Abandoned Cart Strategy • Number of messages. § One, two or three? • Timing of messages. § 1 hour, 12 hours, 3 days? • Incentives. § If so, in which message? § How often?
  26. 26. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Cart Abandoners Abandoned Cart Identified & Carted Specific Product(s) Browsed / Researched Found Site Abandoned Cart Strategy
  27. 27. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Abandoned Cart Strategy $20 = $700?
  28. 28. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Cart Total / Products • What to communicate and why. § Number of messages. § Content of messages. § Timing of messages. § Incentive. • If under $100. § 1 message. § No incentive. • If between $100-$399. § 2 messages. § Incentive in 2nd. • If over $400. § 3 messages. § Incentive in 3rd.
  29. 29. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Abandoned Cart Incentives • Test incentives: § Tiered discounts. § Minimum spend. § Dollar vs. percentage. § Shipping services (expedited, free). § Free gift. § No incentive.
  30. 30. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Abandoned Cart Incentives • If under $100: § No incentive. § Tiered discount. § % no min. § % with min. • If between $100-$399: § $ off. § Free gift. § Expedited shipping. § % off w/ higher min. • If over $400: § Free gift & $ off. § $ off. § % off. § No incentive.
  31. 31. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Cart Abandonment Messages One, two or three messages?
  32. 32. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Cart Abandonment Messages
  33. 33. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Ways To Differentiate • Cart total / category / SKUs. • Incentives. • Number of messages. • Content of messages.
  34. 34. Engaging before the cart Browse Abandonment
  35. 35. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. What is Browse Recovery? •An automated, targeted message based on products viewed by an individual.
  36. 36. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Cart Abandoners Abandoned Cart Identified & Carted Specific Product(s) Browsed / Researched Found Site Abandoned Site Browsed / Researched Found Site Browsing Abandoners Cart vs. Site Abandonment
  37. 37. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Abandoned Cart / Purchase Identified (Carted) Specific Product(s) Browsed / Researched Found Site Marketing emails Cart abandonment / post- purchase emails Opportunity Targeting the Browser
  38. 38. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Why People Abandon • Unsure of the exact product they were looking for. • Just started looking. • Doing price comparison. • Price too high. • Need more info. • Need services with product. • Friend shared it with them. • Saw it on social. • Got distracted. • Technical issues.
  39. 39. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Abandoners Abandoned Cart Identified & Carted Specific Product(s) Browsed / Researched Found Site Assessing Products Browsed
  40. 40. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Browsing Based Strategy • Price points / category / SKUs. • Timing. • Number of messages. • Content of messages.
  41. 41. Other Examples
  42. 42. Other Examples “We noticed you liked an item. Why not treat yourself to something new? You deserve it.”
  43. 43. Customer service info Reinforces resources (recipes)
  44. 44. Sent one day after the product abandon email
  45. 45. One Day
  46. 46. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Maintain the Consumer Experience • Don’t over-mail consumers. • Differ subject lines. • Avoid too much personalization. • Use product recommendations wisely.
  47. 47. Engaging after the sale Post-Purchase
  48. 48. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Post-Purchase Messaging • The goal is to enhance the customer experience. • Think of these messages as a customer service vehicle. • Be engaging, helpful and speak to their perceived needs. • Do they set you apart from your competitors. • Balance your messages (benefit the customer or company?).
  49. 49. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Post-Purchase Incentivized “bounce back” thank you message • Thanks the customer. • Can include an incentive. • Reinforces branding. • Commonly sent 3-5 days post-purchase.
  50. 50. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Post-Purchase Non-incentivized “bounce back” thank you message • Thanks the customer. • Reinforces customer service info. • CTA is NOT to “shop now.” • Links to a resource that provides value (e.g. workout content). • Alternate messaging.
  51. 51. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Post-Purchase First Purchase Subsequent Purchase Throttled over X period of time
  52. 52. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Sample Messages Menu • Checkout Welcome. • Thank You bounce back. • Product care/tips. • Customer service reinforcement. • Cross sell/recommendations. • Shoppers club/loyalty card signup. • Product rating & review message . • Site resources. • Reorder reminder. • Manage preferences. • Offer reminder. • Gift giving message. • Refer-a-friend message. • Gift reminder services. • Social Messages: • Social intro. • Facebook review message. • Partnerships. • Social previews/teasers. • Crowdsourcing.
  53. 53. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Post-Purchase Experience Email Sent Order Confirmation Immediately Custom Welcome 0 – 2 Hours Shipping Confirmation Day 3 Bounce back/Thank You Day 5 Product Care Day 7-8 Crowdsourcing/Social Engagement Day 10 Manage Preference/Birthday Invite Day 13 Cross-Sell Email Day 16 Product Review Day 21 Coupon Reminder/Offer Day 26 Transactional Customer Service/ Engagement Data/Content Promotional
  54. 54. Final Thoughts
  55. 55. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Have chosen, recommended, or paid more for a brand that provides a unique, personalized experience. 77%
  56. 56. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Greg Zakowicz Sr. Commerce Marketing Analyst Greg.Zakowicz@Bronto.com @WhatsGregDoing Blog.Bronto.com
  57. 57. #CCSeries Please Share Your Feedback
  58. 58. #CCSeries Q&A // Panelists MODERATOR: Debbie Hauss Editor-in-Chief Retail TouchPoints Greg Zakowicz Senior Commerce Marketing Analyst Bronto Software @WhatsGregDoing
  59. 59. #CCSeries Thanks for attending PLEASE JOIN US FOR OUR NEXT SESSION: Today at 2PM ET / 11AM PT

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