Optimizing the path to purchase for the always-on consumer

Optimizing the Path to
Purchase for the Always
on Consumer
Patrick Tripp, VP Product Strategy

©RedPoint Global Inc. 2019 | Confidential 3
The Empowered Customer
“Customers expect consistent and
high-value in-person and digital
experiences. They don’t care if
building these experiences is
hard or requires a complex,
multifunction approach from
across your business. They want
immediate value and will go
elsewhere if you can’t provide it.”
In the Age of the Customer, Data is King
Forrester Research

of buyers will pay more
for a better customer
experience, but only
Customer Experience Index
86%
Customer Expectations Have Risen
of customers feel that
brands consistently
meet their expectations
1%

Source: The State of Engagement: Bridging the Customer Journey Across Every Last Mile, RedPoint Global and CMO Council, May 2018.
The Biggest Gaps Between Strategy and Execution
42%Systems that leverage real-time data
0 10% 20% 30% 40%
37%Organization-wide single view of the customer
36%
Measurable results that identify the
business impact
30%Budget to execute
27%Cultural shift to prioritize customer’s context
22%Executive-level support for CX priorities
21%Time, talent and technology to
execute consistently
20%Real-time intelligence and analytics
https://live.eventbase.com/polls?event=bigshow2019&polls=4900

The Impact of Personalization for Retailers
40%
of consumers purchase
more from retailers that
provide a more personalized shopping
experience across all channels
e-tailing group
89%of digital businesses are
investing in personalization
to align with customer expectations
Forrester Research
85%of retailers are
focused on leveraging a single,
unified platform for all commerce,
inventory, customer and transaction data to eliminate
individual channel silos and offer a seamless experience
Boston Retail Partners
68%of retailers are focused on
improving the customer experience
by identifying customers, utilizing customer
facing technology and empowering associates
with information in real-time
Boston Retail Partners

Optimize the Path to Purchase
 Business Rules
 Machine Learning
 Journey Optimization
Deliver Real-Time Experiences
 Speed and Scale
 Data-Driven Personalization
 Omnichannel Orchestration
 Customer Data Platform
 Single Customer View
 Data Quality and Identity Resolution
Know all that is Knowable
Three Keys to Optimize Customer Engagement

● Mailing address
● Physical address
● Name
● Credit Card #
● Customer ID
● Address
● Device ID
● Mobile Number
● Web Session ID
● DMP ID
● Email Address
● Name
● Social Handle
● Persona Name
● Email Address
● Customer ID
● Loyalty Program ID
Potential Identifiers
CDP: Single View of the Customer
E-Commerce
Device
Social
Transactional
Physical
Golden Record Touchpoints
Web/Browser
Email
The contact graph combines fragmented data across many touchpoints to create the unique individual

Deploy machine learning models
and A/B/n tests to optimize engagement
Omnichannel Optimization
Leverage online/offline data and
analytics to automate segmentation
Data-Driven Personalization
Critical Capabilities for Real-Time Customer Engagement
Automated EffortManual Effort
Deliver content at speed and scale while
adapting to consumer and business needs
Speed and Agility

Business
Rules
Machine
Learning

#15Most
relevant brands
in America
Ranked:
Time-to-Value
for Holidays
15 wks.
Lift on carousel
conversions
70%
Revenue increase
from campaigns
144%

Building a repeatable, measureable experience
and the conversation that goes with it.
Powered with Cloud-based Machine Learning to inform the next cup and
make a better experience for the next million customers.
Love
it
IoT BREWER POD
RECOGNITION
PERFECT IS PERSONAL
BLIND TASTING
EXPERIENCE
SAMPLING & FOLLOW
UP AFTER PURCHASE
PERFECT IS PERSONAL
TASTING QUIZ
NEW BREWER
UNBOXING
FOLLOW UP AFTER
BREWING

How to Get Started?
Source: http://thecampuscareercoach.com

Getting Started
STRETCH
Gather, merge and clean data to
create a single view of the customer
WALK
Personalize inbound and outbound
marketing, including triggers
JOG
Deliver offer and product reccs to
digital and traditional channels
RUN
Leverage machine learning to
optimize the path to purchase

Customer Satisfaction
Buy online and pick up in-store
to receive a cross-sell coupon
on additional products
Cross-Sell in Store
Customize the shopping experience,
including communication and product
preferences
Preference Center
Buy Online and Pickup in Store STRETCH
Provides store associates,
marketers, and customer service
with consumer insights
Single Customer View

Customer keeps browsing items for
deals and checks out with
additional items in cart
Customer Repeat Purchases
Customer receives a reminder
email and mobile app with a savings
code to continue shopping
Pending Items Reminder
HELLOJOHN15
Valid only for next 24 hours
Cart Abandonment, Triggered Messaging WALK
Customer selects items and
keeps them in cart due to $30
min. checkout
Cart Abandonment

Personalized cross-brand shopping
experiences generate increased
revenue and customer lifetime value
Revenue and Customer Loyalty
Based on recent purchases,
customer gets a promotional offer
for cross-brand shopping
Offer Recommendations
Cross-Brand Product Recommendations JOG
Recent purchases from sister
brands captured for better
insights into customer profile
Previous Purchase History

85%
Propensity
Score:
77%
Propensity
Score:
62%
Propensity
Score:
g
Mary Smith
m.smith@yahoo.com
Table
2/11/2016
$879
INACTIVE
Joe Johnson
j.johnson@gmail.com
Jacket
04/21/2017
$49
ACTIVE
Susan Day
susan.day@xyz.com
Shoes
6/19/2017
$299
ACTIVE
Name:
Email:
Purchase:
Last Purchase Date :
CLV:
Active / Inactive:
Name:
Email:
Purchase:
CLV:
Active / Inactive:
Name:
Email:
Purchase:
CLV:
Active / Inactive:
Path to Purchase Optimization RUN
EMAIL
GIFT
TEXT
CODE
LOYALTY
OFFER
HALF
OFF
NEXT BUY
FREE
PURCHASE
20% OFF
PURCHASE
OFFER
APP FLASH
SALE
PURCHASE
INTERNET
SALE
PURCHASE

85%
Propensity
Score:
77%
Propensity
Score:
62%
Propensity
Score:
82%
Propensity
Score:
68%
Propensity
Score:
89%
Propensity
Score:
Joe Johnson
j.johnson@gmail.com
Jacket
04/21/2017
$49
ACTIVE
Susan Day
susan.day@xyz.com
Shoes
6/19/2017
$299
ACTIVE
PURCHASE
EMAIL
GIFT
INTERNET
SALE
TEXT
CODE
PURCHASE
LOYALTY
OFFER
HALF
OFF
NEXT BUY
FREE
PURCHASE
20% OFF
PURCHASE
OFFER
APP FLASH
SALE
PURCHASEEMAIL
GIFT
Name:
Email:
Purchase:
CLV:
Active / Inactive:
Mary Smith
m.smith@yahoo.com
Table
2/11/2016
$879
INACTIVE
Name:
Email:
Purchase:
CLV:
Active / Inactive:
Name:
Email:
Purchase:
CLV:
Active / Inactive:
Name:
Email:
Purchase:
CLV:
Active / Inactive:
Mary Smith
m.smith@yahoo.com
Table, Chairs
3/12/2018
$999
ACTIVE
Name:
Email:
Purchase:
CLV:
Active / Inactive:
Joe Johnson
j.johnson@gmail.com
Jacket, Belt
09/01/2018
$99
ACTIVE
Name:
Email:
Purchase:
CLV:
Active / Inactive:
Susan Day
susan.day@xyz.com
Hand bag, Shoes
12/11/2018
$463
ACTIVE
Path to Purchase Optimization RUN
BUY
ONLINE
IN STORE
PICKUP
LOYALTY
OFFER
PURCHASE
TEXT CODE INTERNET
SALE
LOYALTY
OFFER
50% OFF PURCHASE
OFFER
PURCHASE
PURCHASE
EMAIL
GIFT

Optimize the Path to Purchase
 Business Rules
 Machine Learning
 Journey Optimization
Deliver Real-Time Experiences
 Speed and Scale
 Data-Driven Personalization
 Omnichannel Orchestration
 Customer Data Platform
 Single Customer View
 Data Quality and Identity Resolution
Know all that is Knowable
Three Keys to Optimize Customer Engagement

www.redpointglobal.com/realtimestudy
Follow us on Twitter
@ptripp | @RedPointGlobal
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Optimizing the path to purchase for the always-on consumer

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