The document discusses how ecommerce marketing is often ineffective because it does not personalize messages or take customer interests into account. It introduces Jess, a customer who likes jersey dresses and clutches, but generic marketing emails do not engage her. The document advocates using customer insights and data to tailor individualized messages that reflect a customer's interests and purchase history. This approach of customer lifecycle marketing through tools like Ometria can increase repeat purchases by 60% and overall revenue by 4%. While powerful, it also requires collecting and unifying customer data.

1. CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL

2. Ecommerce marketing
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL

3. is broken
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL

4. This is Jess. She likes Jersey
Dresses and Clutches
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL
This email may engage others, but it
doesn’t engage her.

5. This is Jess. She likes Jersey
Dresses and Clutches
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL
This email may engage others, but it
doesn’t engage her.

7. “There’s perhaps nothing more alienating than
treating your most loyal customers like
strangers on the subway.”
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL
Gartner – June 2015

8. What if you knew every single customer’s interests
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL

9. What if each message you sent was personally
tailored to them individually
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL

10. CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL
What if you learn from Jess’s behaviour and
ensure the message engages her.
What if you collect all relevant data into a
unified profile of Jess.

11. CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL

12. This is how ecommerce marketing should be done
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL

13. Customer Lifecycle Marketing
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL
ometria.com/customer-lifecycle-marketing

14. Some examples
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL

15. Product Recommendations
in a
Basket Abandonment email

16. Targeted Basket Abandonment

17. CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL

18. Twitter Custom Audience Facebook Custom Audience

19. Automated and Segmented Post-Purchase
Emails

20. Wolf & Badger increases repeat rate by 60% and overall online revenue by 4%
with customer lifecycle marketing programme by Ometria
INCREASE IN TOTAL
ONLINE REVENUE 4%
REVENUE PER EMAIL
SENT £3
INCREASE IN REPEAT
PURCHASE RATE 60%

21. Now what you’re probably thinking is…
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL

22. 1. This is amazing
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL

23. 2. This is really difficult
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL

26. CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL
OMETRIA IS TRUSTED BY

28. 38 Park Street
Mayfair
London
W1K 2JF
Ivan Mazour
CEO and Founder
ivan@ometria.com
0207 016 8383
CUSTOMER INSIGHT AND MARKETING AUTOMATION FOR RETAIL