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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Conversion day 2014 > the conversion kitchen
- 1. Tasty ingredients for cross- and upselling The conversion kitchen It’s more than digital It’s your business @DaanGoor
- 2. Never offer a candy
- 5. Spice up your cross- and upselling
- 6. Spice up your cross- and upselling Tips Case
- 7. Spice up your cross- and upselling Tips Case
- 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. “Cross-selling is the action or practice of selling an additional product or service to an existing customer”
- 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. 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. 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
- 17. 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
- 19. 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
- 21. 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
- 24. Spice up your cross- and upselling Tips Case
- 25. 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
- 30. 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
- 31. What’s on your personal menu?
- 32. What’s on your personal menu? Tools Case
- 33. What’s on your personal menu? Tools Case
- 34. “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.”
- 35. Main aspect: behavorial targeting based on visitor history Vital for continuous business performance Personalization drives cross- and upselling
- 36. “Companies who are personalising web experiences are seeing an average 19% uplift in sales.” (source: monetate.com)
- 37. Product recommendations On-site search results Images or text Site navigation Custom features Badging
- 38. First-party historical customer data/segments First-party real-time browsing data Third-party profiling data
- 39. 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
- 40. 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
- 43. 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
- 47. 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
- 52. 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
- 54. 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
- 57. What’s on your personal menu? Tools Case
- 58. 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
- 63. 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
- 64. Quick but healthy takeaways
- 65. 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
- 66. 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
- 67. 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
- 68. 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
- 69. 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
- 70. 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
- 71. 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
- 72. 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
- 73. 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
- 74. Thank you
- 75. Thank you Follow us @TheReference
Editor's Notes
- 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.