Conversion day 2014 > the conversion kitchen

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On tour in the conversion-kitchen of the Reference with some tasty ingredients for cross- and upselling.

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  • When we consider cross and upselling as offering an extra candy to an existing customer
  • We need to know
  • We need to create, facilitate or initiate the perfect circumstances for succes. So how can we do that?
  • How can we spice up your cross- and upselling?
  • Let’s start with some context and tips and continue with a case.
  • Which techniques areoften used to spice up your cross- and upselling?
  • Talking about posters you can cross-sell related products such as poster strips
  • Or you can upsell by promoting an upgrade of your poster with a frame
  • But always be cautious to cross-sell unrelated low involvement products (Apple cable and bicycle chrono)
  • Subscribe to informative newsletter and receive 5€ discount on your next purchase.Other shops such as Zalando send a discount coupon together with your order.
  • Fun offers the opportunity to create different types of wish lists for different occasions (birth, birthday, holidays...)
  • This is an example of discount bundles for a swimming pool + cleaner + heat pump + cover, etc.
  • At Colruyt you can receive extra discount with your customer loyalty card
  • The Extra-tool even allows you to calculate how much you’ve saved
  • Homepage of the app with large, segmented images (male / female) + call 2 actions + bottom navigation
  • News section of the app with events, often linked to promotions and vouchers.
  • Members section of the app with cards and privileges associated with memberships.
  • Of course there’s a direct link with the shop from withinthe app to facilitate buying behavior.
  • At The Reference we’re also working on personalization.How can we personalize the web experience to stimulate cross- and upselling?
  • Let’s start with some context and tools and continue with a case.
  • What are frequently used personalisation tactics?
  • Which data is used to personalize the online customer experience?
  • What types of tools do we distinguish to personalize web experiences?
  • IBM Coremetrics is widely used by retailers to personalize web experiences and increase cross and up-selling. It keeps focus on personalized product recommendations across web, mobile and email channels.
  • Adobe Target Solution is one of the best established personalization engines.It makes use of historical and affinity data to deliver content and product recommendations.
  • Barilliance is a one stop shop for ecommerce personalization with different modules: cart abondonment, product recommendations, email personalization and behavioral targeting...
  • If you use theBehavioral Targeting product you can target abandoners when they come back to the site and apply a special offer for them.
  • With visitor.js you can personalize pages on-the-fly based on a wide variety of collectible information. Plans start at $9.95/month, which is quite cheap.
  • According to Oracle customer loyalty is especially driven by friendly employees (73%).
  • So of course Oracle offers a live chat tool to personalize the customer care experience with friendly agents.
  • Even if you don’t offer a live online chat, you can always show the face of your customer care agent.
  • Even if something goes wrong on your website you can do so.
  • Richrelevance is an omnichannel personalization suite in a real-time infrastructure with recommendations, personalized sort, monetization options, etc.
  • Sitecore Engagement Analytics allows you to optimize the visitor experience and provide targeted content.
  • Magento Connect also offers a product recommendation and personalization extension.
  • We’ve talked about the tools, let’s dive into the case.
  • Importance of promotions and badges to integrate competitive element and increase usage of the platform.
  • Personal dashboard with badges, subjects, videos, news, etc.
  • MySamsung attempts to increase customer engagement by sharing activities and reviews with friends.
  • There’s also a Q&A based forum that helps to resolve all sorts of issues
  • Let’s check some quick but healthy takeaways to finish the presentation,
  • Never try to cross-sell unrelated items. It can damage your credibility. Keep your recommendations on target and as relevant as possible.
  • Exercise restraint and limit the number of recommendeditems.This will keep the customerfocused and will help to improve your conversion ratio.
  • Show reviews and recommendations from actual customers.This will help you build credibility.
  • Choose the location of related items wisely. Effective locations are the product pages and the view cart page before checking out. 
  • Distinguish low and high involvement products.Present low involvement products on the view cart page and high involvement products on the product page to prevent doubt or indecision.
  • Offering a discount on bundled items will help you sell a whole set of related items.
  • Make sure your navigation goes as smoothly as possible. If people get lost, you’ll loose them also as customers.
  • And last but not least remember that a positive customer service encourages cross-and upselling.
  • Thank you...For not throwing any tomates at me.
  • And remember to follow us on Twitter to keep posted on our projects.
  • Conversion day 2014 > the conversion kitchen

    1. 1. Tasty ingredients for cross- and upselling The conversion kitchen It’s more than digital It’s your business @DaanGoor
    2. 2. Never offer a candy
    3. 3. Without knowing
    4. 4. The current mood
    5. 5. Spice up your cross- and upselling
    6. 6. Spice up your cross- and upselling Tips Case
    7. 7. Spice up your cross- and upselling Tips Case
    8. 8. “Upselling is a sales technique whereby a seller induces the customer to purchase more expensive items, upgrades, or other add-ons in an attempt to make a more profitable sale”
    9. 9. “Cross-selling is the action or practice of selling an additional product or service to an existing customer”
    10. 10. Spice up your cross- and upselling Related or recommended products Subscribe to receive discount on next purchase Wish, birth and other lists Temporary discount bundles Customer cards
    11. 11. Spice up your cross- and upselling Related or recommended products Subscribe to receive discount on next purchase Wish, birth and other lists Temporary discount bundles Customer cards
    12. 12. Spice up your cross- and upselling Related or recommended products Subscribe to receive discount on next purchase Wish, birth and other lists Temporary discount bundles Customer cards
    13. 13. Spice up your cross- and upselling Related or recommended products Subscribe to receive discount on next purchase Wish, birth and other lists Temporary discount bundles Customer cards
    14. 14. Spice up your cross- and upselling Related or recommended products Subscribe to receive discount on next purchase Wish, birth and other lists Temporary discount bundles Customer cards
    15. 15. Spice up your cross- and upselling Related or recommended products Subscribe to receive discount on next purchase Wish, birth and other lists Temporary discount bundles Customer cards
    16. 16. Spice up your cross- and upselling Tips Case
    17. 17. Bijenkorf App = sales-driven, customer-centric application focused on information exchange and loyalty incentives Objective 1: convert Bijenkorf from preferred into favorate brand by initiating a membership program Objective 2: familiarize customers with the periodic promotions and campaigns Objective 3: generate more sale revenue
    18. 18. App as crucial sales driver during promotion marathons Bijenkorf memberships generate unique priveliges – Receive personalized vouchers and discounts – Collect points per euro you spend – Exchange points for discount or free products
    19. 19. What’s on your personal menu?
    20. 20. What’s on your personal menu? Tools Case
    21. 21. What’s on your personal menu? Tools Case
    22. 22. “Personalization is all about creating memorable and optimal user experiences by presenting a tailored mix of content and interface layouts to different users based on a mix of implicit and explicit preferences, their device and the context.”
    23. 23. Main aspect: behavorial targeting based on visitor history Vital for continuous business performance Personalization drives cross- and upselling
    24. 24. “Companies who are personalising web experiences are seeing an average 19% uplift in sales.” (source: monetate.com)
    25. 25. Product recommendations On-site search results Images or text Site navigation Custom features Badging
    26. 26. First-party historical customer data/segments First-party real-time browsing data Third-party profiling data
    27. 27. What’s on your personal menu? Personalization integrated with web analytics Independent personalization engines Personalization of customer service E-commerce Personalization Software as a Service Personalization features as part of CMS
    28. 28. What’s on your personal menu? Personalization integrated with web analytics Independent personalization engines Personalization of customer service E-commerce Personalization Software as a Service Personalization features as part of CMS
    29. 29. What’s on your personal menu? Personalization integrated with web analytics Independent personalization engines Personalization of customer service E-commerce Personalization Software as a Service Personalization features as part of CMS
    30. 30. What’s on your personal menu? Personalization integrated with web analytics Independent personalization engines Personalization of customer service E-commerce Personalization Software as a Service Personalization features as part of CMS
    31. 31. (source: oracle.com)
    32. 32. What’s on your personal menu? Personalization integrated with web analytics Independent personalization engines Personalization of customer service E-commerce Personalization Software as a Service Personalization features as part of CMS
    33. 33. What’s on your personal menu? Personalization integrated with web analytics Independent personalization engines Personalization of customer service E-commerce Personalization Software as a Service Personalization features as part of CMS
    34. 34. What’s on your personal menu? Tools Case
    35. 35. MySamsung = social, customer-centric community platform focused on knowledge exchange and gamification Objective 1: convert Samsung from preferred into favorate brand by increasing customer’s engagement and interaction Objective 2: familiarize customers with the broad range of innovative, less known Samsung products in other categories
    36. 36. Customer care can direct you to MySamsung Baseline: get more from your Samsung purchase Personalized dashboard includes product suggestions Cookies connect pre-sales to post-sales behavior
    37. 37. Quick but healthy takeaways
    38. 38. Quick but healthy takeaways Stay relevant Exercise restraint Build credibility Location is critical Low vs high involvement Try bundling discounts Grease the wheels Customer service sells
    39. 39. Quick but healthy takeaways Stay relevant Exercise restraint Build credibility Location is critical Low vs high involvement Try bundling discounts Grease the wheels Customer service sells
    40. 40. Quick but healthy takeaways Stay relevant Exercise restraint Build credibility Location is critical Low vs high involvement Try bundling discounts Grease the wheels Customer service sells
    41. 41. Quick but healthy takeaways Stay relevant Exercise restraint Build credibility Location is critical Low vs high involvement Try bundling discounts Grease the wheels Customer service sells
    42. 42. Quick but healthy takeaways Stay relevant Exercise restraint Build credibility Location is critical Low vs high involvement Try bundling discounts Grease the wheels Customer service sells
    43. 43. Quick but healthy takeaways Stay relevant Exercise restraint Build credibility Location is critical Low vs high involvement Try bundling discounts Grease the wheels Customer service sells
    44. 44. Quick but healthy takeaways Stay relevant Exercise restraint Build credibility Location is critical Low vs high involvement Try bundling discounts Grease the wheels Customer service sells
    45. 45. Quick but healthy takeaways Stay relevant Exercise restraint Build credibility Location is critical Low vs high involvement Try bundling discounts Grease the wheels Customer service sells
    46. 46. Quick but healthy takeaways Stay relevant Exercise restraint Build credibility Location is critical Low vs high involvement Try bundling discounts Grease the wheels Customer service sells
    47. 47. Thank you
    48. 48. Thank you Follow us @TheReference

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