Data-driven touch point marketing for customer service and increased conversions
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How to implement a data-driven touch point marketing strategy that delivers great customer service and increases conversions. cloud.IQ and Brightpearl joined forces for this partner webinar, in which we revealed how to leverage key opportunities to offer assistance to your customers throughout their path to purchase. From the moment a customer arrives on your website, as they browse your products and services, to filling up their baskets. Boosting conversion rates means higher sales volumes, hence increasing your back office operations. Having stable core operations to meet customer demand can mean the difference between success and failure. Retailers who take advantage of a single management tool can benefit from real-time reports on inventory, cash flow, profitability, and specific product performance. Enabling stronger cross selling and upselling, increasing average order volumes, and more engaged customers in every channel of your business. Ultimately being better placed to offer an effective personalised experience that drives value. Key learnings include: - How to plug site conversion weak spots through your customer purchase journey - How to effectively use customer data to inform and optimise conversions - What an omni-channel approach looks like and how it can deliver value to your business
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Data-driven touch point marketing for customer service and increased conversions
- 2. Your speakers today Kath Pay Marketing Director cloud.IQ @KathPay Lotty Cumming Marketing Manager cloud.IQ @cloudiqapps Ti Osnat Senior Consultant Brightpearl @BrightpearlHQ www.cloud-iq.com
- 4. Want to view the recorded webinar? Please click here to gain access
- 5. www.cloud-iq.com Turn visitors into customers with cloud.IQ site abandonment tools • Established 2002 • Remarketing and conversion experts • On and off site personalisation • cartRecovery and behavioural email • Personalised Overlays • Increase revenues by 20% • In-depth data and insight • Start with FREE siteAnalyser trial
- 7. A Touch point “Touch point is a business term for any encounter where customers and business engage to exchange information, provide service, or handle transactions” — Wikopedia www.cloud-iq.com
- 8. • PPC ad, banner ad, inbound marketing content • Landing pages • Thank you page (after subscribing) • Welcome email/programme • Your goods are on their way text • Thank you email (after transacting) • How was it for you (after transaction) • Browsed but not bought email • Abandoned cart/form email • Happy Birthday/Anniversary email A few examples…to name just a few www.cloud-iq.com
- 10. • A touch point is a moment when they’ve taken some action within the customer journey • It’s often anticipated • Leverage it • Don’t let it go to waste • Make the most of this opportunity • Build upon it It’s a wonderful opportunity! www.cloud-iq.com
- 11. How do I leverage them? www.cloud-iq.com
- 12. • Map the Customer Journey • Map each possible journey – for all stages of the lifecycle • Identify the relevant touch points to leverage • Craft, create and optimise one at a time Start at the beginning www.cloud-iq.com
- 13. • Be Focused • Be Omni-Channel Oriented • Be Customer Service Oriented • Be User Friendly • Be Smart Think “FOCUS” www.cloud-iq.com
- 15. If you don’t know where you’re going……… how can you take your subscriber there? www.cloud-iq.com
- 16. Know your objectives …and focus on them www.cloud-iq.com
- 17. Don’t make them work hard to achieve their objectives (or yours) www.cloud-iq.com
- 18. How it can be applied….
- 19. Use Transpromo Emails Transactional/Promotion al • Upsell • Cross Sell • 80% Transactional Info • 20% Marketing Info www.cloud-iq.com
- 21. Customers don’t see you via channels www.cloud-iq.com
- 22. They are savvy & have HIGH expectations www.cloud-iq.com
- 23. • Where your customers are • How do they shop? • How do they buy? • What devices do they use? • What channels do they use? • What’s convenient to them? • What’s logistically possible for you? Identify… www.cloud-iq.com
- 24. How it can be applied….
- 25. Bought in store – receipt emailed www.cloud-iq.com
- 26. Ordered online, picked up in store www.cloud-iq.com
- 29. We LOVE customer service www.cloud-iq.com
- 30. • Dress up your marketing messages as customer service • Customer’s have a high tolerance for messages which are helpful • Leverage this tolerance but be genuine and helpful Yes…really – we do! www.cloud-iq.com
- 31. How it can be applied….
- 32. Be helpful! It was sent to customers who had purchased the drill within a given timescale. Results versus regular email: Sales per send: 724% increase !!! www.cloud-iq.com
- 33. Offer a valuable service www.cloud-iq.com
- 36. Don’t make them work hard! www.cloud-iq.com
- 37. Too many choices! Decision paralysis www.cloud-iq.com
- 38. ASOS simplified theirs and reduced their abandonment rate by 50% www.cloud-iq.com
- 41. Test to remove any barriers to conversion www.cloud-iq.com
- 42. Groupon – optimising sign up form position on landing page www.cloud-iq.com
- 43. 52% uplift in conversion! www.cloud-iq.com
- 44. Leverage what you know about them… Data Insights Automation
- 45. How it can be applied….
- 46. Use data wisely - what have they been browsing? Results versus regular email: Conversion rate: 44% increase www.cloud-iq.com
- 47. Send an abandoned shopping cart email…or 3 www.cloud-iq.com
- 48. Woodhouse Clothing 12.9% Lost Sales Converted 9.45% Increase in Online Turnover 23,653% ROI www.cloud-iq.com
- 49. • Leverage these wonderful opportunities • Focus on both your and your customer’s objective • Be where they are • Think customer service at all times • Be clever with your data and optimise continually In Summary www.cloud-iq.com
- 50. 35 Kingsland Rd Shoreditch London E2 8AA United Kingdom T : +44 (0)845 498 9426 F : +44 (0)2077 397 742 Email : uk@cloud-iq.com Get in touch for more information www.cloud-iq.com
- 51. Retail. Accelerated. www.brightpearl.com Brightpearl: Achieving Scalable & Profitable Growth Through Key Workflow Automation Ti Osnat: Senior Consultant
- 52. We help retailers accelerate growth and profits. For more information, visit www.brightpearl.com © 2014 Brightpearl. All rights reserved Retail. Accelerated. ● The challenges high growth merchants are experiencing. ● How these can put the brakes on further expansion. ● The 4 key workflows which need automation in a successful omni-channel business. ● The history of Brightpearl; evolution from Lush Longboards. ● The Brightpearl Solution. What we are going to cover:
- 53. We help retailers accelerate growth and profits. For more information, visit www.brightpearl.com © 2014 Brightpearl. All rights reserved Retail. Accelerated. ● Managing increasing demand with finite resources. ● Compiling different sources to make data driven decisions. ● Remaining flexible enough to open new channels/diversification. ● Managing recruitment in a growing and changing team. The challenges for high growth merchants:
- 54. We help retailers accelerate growth and profits. For more information, visit www.brightpearl.com © 2014 Brightpearl. All rights reserved Retail. Accelerated. ● Time spent on customer service and administration spirals as mistakes become more frequent. ○ Mispicks ○ Incorrect address labels ○ Managing occasions of double selling ● Business decisions made on out of date or incomplete information. ○ Gathering information takes so long it becomes easier to guess ○ Understanding cash flow becomes harder as transactions increase ● Scaling growth means increasing staff; managing new/temporary staff can be a long process. ○ Key workflows should be documented ○ No members of staff should be a single point of failure How these can put the brakes on further success:
- 55. We help retailers accelerate growth and profits. For more information, visit www.brightpearl.com © 2014 Brightpearl. All rights reserved Retail. Accelerated. ● The flow of data between sales channels, back office and shipping solutions; only managing the exceptions. ● Replenishment and stock management. ● Production of management reports and sales analysis information. ● Warehouse (print, pick, pack and ship) process standardisation. 4 key workflows for automation:
- 56. We help retailers accelerate growth and profits. For more information, visit www.brightpearl.com © 2014 Brightpearl. All rights reserved Retail. Accelerated. ● Chris Tanner & Andrew Mulvenna founded Lush Longboards whilst at university studying computer science. ● Whilst growing Lush Longboards Chris started to write Brightpearl for use in his own business. ● In 2007 Chris decided to sell Lush Longboards to focus on Brightpearl. ● In 2015 we now have over 1200 customers across the world and employee 80 people in Bristol and San Francisco. Brightpearl history: Lush Longboards
- 57. We help retailers accelerate growth and profits. For more information, visit www.brightpearl.com © 2014 Brightpearl. All rights reserved Retail. Accelerated. Brightpearl is a multi-channel retail management system. We help retailers manage the heart of their business - bringing orders, inventory, customer data, accounting and reporting together in one place. The Brightpearl Solution