Optimizing the customer lifetime value

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TCD 2010
Presentatie Zoomio
Optimizing the customer lifetime value

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Optimizing the customer lifetime value

  1. 1. THE KEY TO SUCCESS IN E-COMMERCE OPTIMIZING THE CUSTOMER LIFETIME VALUE Zoomio Nederland Ben van der Laan Managing Director Nederland T: 020 497 06 57 W: www.zoomio.nl E: [email_address]
  2. 2. ABOUT ZOOMIO Page  <ul><li>Founded 2003 in Kopenhagen </li></ul><ul><li>Leading European supplier in email marketing </li></ul><ul><li>Offices all over Europe: DK, NL, D, UK, S, RUS </li></ul><ul><li>More than 850 international clients </li></ul>
  3. 3. HOW TO GROW IN E-COMMERCE Page 
  4. 4. HOW TO GROW IN E-COMMERCE Page  Ads PPC Keywords 148,129 61,976 28,480 10,406 7,435 3,549 16,792 11,925 294,651 201,687 16,221 15,579
  5. 5. AVERAGE CONVERSION RATE Page  3 %
  6. 6. NON BUYERS Page  97 %
  7. 7. BUYING ONLY 1 TIME Page  80 % 3%
  8. 8. WHAT CAN YOU DO? Page  Get in touch with your (potential) customers
  9. 9. WHERE IS THE NEWSLETTER SIGN-UP? Page 
  10. 10. WHERE IS THE NEWSLETTER SIGN-UP? Page 
  11. 11. WHERE IS THE NEWSLETTER SIGN-UP? Page 
  12. 12. HOW TO GROW IN E-COMMERCE Page  Share of Wallet No. of Customers
  13. 13. HOW TO GROW IN E-COMMERCE Page  Umsatz via Acquisition No. of Customers Umsatz via Retention Increase CLTV Share of Wallet
  14. 14. DO NOT TRY THINGS LIKE THAT… Page 
  15. 15. AT LEAST – MAKE IT LOOK NICE Page 
  16. 16. EVEN BETTER – BE FOCUSSED Page 
  17. 17. EMAIL MARKETING IS MORE THAN NEWSLETTERS Page 
  18. 18. Page  Email Marketing is much more than sending newsletters EMAIL MARKETING IS MORE THAN NEWSLETTERS
  19. 19. CUSTOMER LIFECYCLE MARKETING Page  Potential Customer First Time Buyer Establ. Customer VIP Reactivated Customer Exclusive offer for you! Be the first to…! Thank you for choosing…! Safe & easy shopping! We miss you!
  20. 20. CUSTOMER SEGMENTS Page  <ul><li>Cost no object – as long as it is the lastest fashion </li></ul>€ No Matter Brand Addict <ul><li>Willing to spend money – but only for the favorite designers </li></ul><ul><li>Only able (or willing) to buy, when items are on sale </li></ul>I Love Sale
  21. 21. EMAIL MARKETING – 3 WAYS OF DOING IT Page  Event NL Xmas, trade- fair etc. Topic NL Product NL PUSH 1:N Special NL
  22. 22. DO NOT GET BORING Page  Promotes products, assortments or services. Example: new ski m odels The focus is on a certain topic Example: Safety tipps for skiing If there is something special, make it special. Example: new brand or saison sale The communication is related to a specific event. Example: Ski opening in the Alps Product Special Topic Event THERE ARE 4 DIFFERENT TYPES OF NEWSLETTERS
  23. 23. EMAIL MARKETING – 3 WAYS OF DOING IT Page  Promote Opt-In Potential 1 st Timer 2 nd Purchase Established Premium Prevent Opt-Out Event NL Xmas, trade- fair etc. Topic NL Product NL WF: Sign-up Caputre leads onsite W ork F lows – automated processes CAMP aign – segmented actions PUSH 1:N PULL 1:n/1:1 Special NL WF: Honey Moon Turning prospects into customers WF: 1 st Timers Feedback mails & mollow-up incentive WF: Reactivation After 90 days 180 days WF: Tell a friend CAMP: Product Actions Targeted sales CAMP: UpSelling Sell more expensive CAMP: CrossSelling Sell aditional items WF: Birthday Greetings WF: Premium Program Welcome CAMP: Clear Warehouse Sell overstock
  24. 24. CLIENT CASES – THE REAL LIFE Page 
  25. 25. PRODUCT – OFFER SUITABLE PRODUCTS Page 
  26. 26. PRODUCT – OFFER SUITABLE PRODUCTS Page 
  27. 27. PRODUCT – OFFER SUITABLE PRODUCTS Page 
  28. 28. SPECIAL NEWSLETTER Page 
  29. 29. BE POLITE TO YOUR CUSTOMERS Page 
  30. 30. BE POLITE TO YOUR CUSTOMERS Page 
  31. 31. FOSTER SALES Page 
  32. 32. FOSTER SALES Page 
  33. 33. FOSTER SALES Page 
  34. 34. FOSTER SALES Page 
  35. 35. FOSTER SALES Page 
  36. 36. FOSTER SALES Page 
  37. 37. FROM „FREE“ TO „SOLD“ - AN AUTOMATED PROCESS Page 
  38. 38. CUSTOMER LOYALTY & BASE EXTENTION Page 
  39. 39. CUSTOMER LOYALTY & BASE EXTENTION Page 
  40. 40. CUSTOMER LOYALTY & BASE EXTENTION Page 
  41. 41. CUSTOMER LOYALTY & BASE EXTENTION Page 
  42. 42. CUSTOMER LOYALTY & BASE EXTENTION Page 
  43. 43. CUSTOMER LOYALTY & BASE EXTENTION Page 
  44. 44. TIP A FRIEND Page 
  45. 45. PROMOTE ONE-TIME BUYERS TO A SECOND BUY Page 
  46. 46. CUSTOMER REACTIVATION Page 
  47. 47. SOLVE CLIENT PROBLEMS Page 
  48. 48. SOLVE CLIENT PROBLEMS – WITH DATA ANALYSIS Page 
  49. 49. SOLVE CLIENT PROBLEMS – WITH DATA ANALYSIS Page  Frequency Score (1..5) Recency Score (1..5) Marketing Activity Score (1..5)
  50. 50. OPTIMIZING THE CLTV - FIGURES Page 
  51. 51. CONCLUSION Page  <ul><li>Get the right balance between customer acquisition and customer retention </li></ul><ul><li>Work smarter, not harder – let marketing automation do the work for you </li></ul><ul><li>Say „Goodbye“ to simple mass mailings – targeted communication will boost your sales </li></ul>
  52. 52. Fragen? Your questions, please! Zoomio Nederland Ben van der Laan Managing Director Nederland T: 020 497 06 57 W: www.zoomio.nl E: [email_address]

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