Integrated ConsumerBehavior ExperiencePutting all the pieces together
Introductions and ObjectiveObjective:Demonstrate how weintegrate technology toprovide intelligentrelevancy during the pathto purchase to influenceconsumer behavior.Chris ReighleyDirector of eCommerce @chrisreighley #BSum12
Path to Purchase AssumptionsWe make the following assumptions when it comes topath to purchase:• Consumers go through a decision process when making a purchase.• Before a consumer gets to our site, there is a high likelihood that their purchasing intent is decided.• The consumer has gone through multiple touchpoints before arriving at the purchasing decision.
Consumer Decision Making ProcessCONSUMER BEHAVIORLars Perner, Ph.D.http://www.consumerpsychologist.com/
“Findings indicate that 80% of consumers’ shopping decisions are made before entering the store…”Merchant Mechanics, Inc.
What is happening……CONSUMER BEHAVIORLars Perner, Ph.D.http://www.consumerpsychologist.com/
Intelligent RelevancyUnderstand your consumer & their behavior Segment your consumerLeverage your technology tobe in the consumers mind atthe right time with the rightmessage.
Understanding Your Consumers What we have learned• When it RAINS people need an UMBRELLA • Message Testing when Rain is in the forecast: • Current Day • 3 Day Forecast • 5 Day Forecast • 7 Day Forecast
totes-ISOTONER.com Customer Flow • Some one that has visited Non- our site but has not Purchaser purchase online from us. • Someone that has Purchaser purchased online from us. Brand • A brand junkie and Loyalist proud of it.
High Level Segmentation Brand Other Segments: Consumers:Purchasers Product • Geo-Location Products: Frequency • Rain • Cold Weather • Not Rain or Cold Brand Engaged Product (Lookers) Non-Purchasers Non- Frequency Engaged
Step 1 – Capture Customer SegmentOur primary “lists” or segmentations are build inMarketLive and flow down to Bronto. In Bronto this flows in as a List
Step 2 – Provide Intelligent RelevancyThe next step is, we send targeted emails via Bronto.We add MyBuys Recommendations to our Brontoemails.
Step 3 – Pin Point RemarketingThe next step is actively remarket based on thecustomer behavior with the email messaging ANDwhat the do on the website using Omniture Genesis. Three Segments: • Product Views • Cart Abandon • Conversion
So, Does it Work…First, we validated the MyBuys Recommendations.We ran a multi-variant email test via Bronto.Test Messaging Scenarios:• Version A: No MyBuys recommendations• Version B: Our product recommendations• Version C: MyBuy Recommendations
Results – % of total Revenue Version C Version A 38% 30% Version B18.9% lift in revenue 32%
Results - AOV10.5% lift in AOV Version A Version B Version C
Results – Value Per Visit21.4% lift in visit value Version A Version B Version C
So, Does it Really Work…Second, we validate remarketing using OmnitureGenesis Segmentation.Using Product View Omniture Genesissegmentation, we sent a remarketing email for ourAcorn Spring Collections Launch.
Key Take Always• Consumers go through a decision making process during their Path to Purchase.• Studies show that 80% of consumers have made a purchasing intent decision before they arrive at your site.• 53% of consumers had multiple touchpoints on the path to purchase. (Oh BTW – EMAIL IS BIG!)• Intelligent relevancy is not an option.• Use technology to tightly integrate your touchpoints to provide Customer Satisfaction & Revenue.