The document discusses optimizing marketing strategies for consumers. It emphasizes the importance of understanding consumers' behaviors and decision-making processes. Specifically, it notes that 80% of shopping decisions are made before entering a store. The rest of the document provides insights into digital consumers, including their device usage, engagement with different digital channels, and key performance indicators to track. It analyzes customer data like visit-to-revenue conversion and presents strategies like focusing on lifetime customer value rather than single transactions. The overall message is that marketing strategies should be optimized based on understanding individual consumers rather than just channels.

1. Optimize for Your Consumer of Die!

2. Chris Reighley @chrisreighley
Director of eCommerce
#MLSummit12

6. Over 300
Billion
Emails are
sent every
day.

7. Over 19 Billion
Text Messages are
sent every day

8. On average, we speak
2,251 words to 7.4
persons a day

9. “Findings indicate that 80%
of consumers’ shopping
decisions are made before
entering the store…”
Merchant Mechanics, Inc.

10. Optimize for YOUR Consumer
OR DIE!!!

11. Know YOUR Consumer

12. Consumer Decision Making Process
1. Problem recognition
5 Stages of 2. Information search
consumer 3. Alternative evaluation
behavior 4. Purchase decision
5. Post-purchase behavior

14. The Picture of the Digital Consumer
 Customer Type
 New or Returning
 Device
 Computer, Smartphone or Tablet
 Digital Channels
 SEO, SEM, CSE, eMail, Social, Affiliates, Display
Ads, Market Places

15. KPI
 Visits
 Sticky Rate
 Engagement Rate
 Conversion Rate
 Gross Revenue
 Average Order Value
 Average Items per
Order
 Per Visit Value

16. Returning
Customer
28%
Returning
Visits New
Customer Revenue
Customer
48%
New 52%
Customer
72%

17. 100%
95%
90%
85%
80%
75%
Visits Revenue
Computer Smartphone Tablet

18. 100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Visits Revenue
organic cpc email cse social affiliate

19. Per Visit Value
organic cpc email cse social

20. Multiple Touchpoints
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.

23. Listen to Feedback

25. Our Next Steps at totes-ISOTONER
 Allocation of Multiple Touchpoints
 Life-Time Participation Value
 Churn Rate
 Net Promoter Score
 Focus on Online – Offline – Channel
Coordination

26. If you remember ANYTHING
 EVERYTHING starts with the CUSTOMER
 You are a PROBLEM SOLVER for your customer
 Stop thinking about which channels are effective
for you, and start thinking about which channels
are effective for your customer.

27. Your Brand Consumers Channels Eco System Corporation

29. Questions?
Chris Reighley
Director of eCommerce
totes>>ISOTONER
chris.reighley@totes.com
@chrisreighley
#MLSummit12