Uploaded byJohn Watton
Behavioural Marketing in Retail
This document summarizes a presentation about behavioral marketing. It discusses how marketing practice has fallen behind marketing vision and needs to get more like "Bob", a wine store manager who personalizes his customer interactions. The presentation advocates tracking customer behaviors across multiple channels to segment customers into segments of one and personalize communications. It provides examples of behaviors and automation opportunities to get closer to a behavioral approach of understanding each customer individually.
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Behavioural Marketing in Retail
- 1. @jwatton@jwatton John Watton, Silverpop InternetRetailing Webinar 11th September, 2013. Behavioural Marketing in retail. …orhowtogetyourcustomerstoloveyou @jwatton
- 2. @jwatton@jwatton Marketing practice is tenyears behind marketing vision.
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- 6. @jwatton@jwatton This is “Bob”, themanager at “Chiswick Wines”
- 7. @jwatton@jwatton Three weird facts Ilove it 1 Bob = Waitrose x 5 Avg spend per visit = + 30-200% > planned 2 3
- 8. @jwatton Marketing needs to getmore like Bob S I M I L A R I T Y T O B O B P R O F I T
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- 17. @jwatton We’re on theway B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G
- 18. @jwatton POLL – whereare you on your journey to be more “Bobular” ? • Broadcast • Targeting • Segmenting • Personalising
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- 20. @jwatton@jwatton Problem: The Segmented Audienceapproach is failing 3%Relevant Irrelevant 97%
- 21. @jwatton@jwatton Extending traditional segmentation 1 ByProfile 2 By Preference 3 By Now?
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- 23. @jwatton@jwatton The goal: segments ofone @jwatton
- 24. @jwatton@jwatton The biggest win: bybehaviour @jwatton
- 25. @jwatton@jwatton Which behaviours totrack? • Age • Gender • Nearest store • Product preferences • Buy for self/as a gift • etc Demographics • Opened email • Did not open email • Clicked on link in email • Bounced • No mailing activity Email behaviour • Purchase history • Survey results • Loyalty points • Product searches • Abandoned carts • etc Relational data • Cart abandoned • Product searched • Form completed • File downloaded • Video viewed • Custom event Web behaviour • Voucher redemption • Store purchase • Event attendance • Call centre activity • Catalogue request • etc Off-line behaviour
- 26. @jwatton POLL – Whatbehaviours do you track today (and do something with)? • Demographics • Email • Relational (CRM, loyalty) • Off-line (call centre/in-store/events)
- 27. @jwatton SOCIAL EMAIL BRICKS & MORTAR POS BE H A V I O U R A L D A T A B A S E WEBSITE LOCATION CRM
- 28. @jwatton Web site Call Direct Mail Email SMS Social Action Channels OutputChannels – Communications Silverpop Input Channels External Input Channels Web site Location Email Social SMS Store EPOS Web store Call centre Mail order Input channels – Interactions • Web store • Mail order • Call centre • Event
- 29. @jwatton@jwatton The role ofemail? Source: “Email Is Crushing Twitter, Facebook for Selling Stuff Online”, Wired, 1st July 2013
- 30. @jwatton@jwatton Freemans Grattan Holdings •Heritage as a mail order company operating 8 brands • Moving from catalogs to online • Seeing the shift to mobile – 74% of emails now being opened on mobile devices • On the road to behavioral marketing • Automating more and more of their email – Lapsed customer programs – Cart/browse abandonment – Anniversary/birthdays – Preference centre etc. • Upping social engagement • Benefits of behavioral approach – Saved 60% of email marketing costs – Increased open rates from 19% to over 50%
- 31. @jwatton Watch the videoat http://vimeo.com/silverpopEMEA
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- 33. @jwatton The right platform Email Highvolume sends Rapid throughput Deliverability services Marketing Automation Web tracking Contact scoring Contact nurture programmes Automated behavioural routing Alerts
- 34. @jwatton@jwatton Automate something! • 1.Welcome/Onboarding • 2. Browse Abandonment • 3. Cart Abandonment • 4. Recommendation • 5. Product Review Request • 6. Happy Birthday • 7. Replenishment/Re-order • 8. Cross Sell • 9. Purchase Anniversary • 10. Re-engagement @jwatton
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