What seperates good personalisation from great personalisation? This talk reveals all.
Learn from real-life examples of great personalisation and discover what happens when it goes horribly wrong.
Presenter: Chantelle Knoetz, Key Account Director, Pure360
Event: eCommerce Expo 2018
Marketing’s Biggest Challenge Yet: The Entitled ConsumerMediaPost
Consumer expectations are rising. The drumbeat for convenience, relevance and value grows louder month on month. How do you build lasting relationships with fickle customers who believe they are deserving of special treatment and privileges and whose expectations tax the limits of the organizational structures, data and technology available to serve them? Selligent’s Dave Frankland explores this new reality and how to embrace consumer entitlement as an opportunity and not an inconvenience.
The creator of Miles Kimball and Walter Drake personalized product catalogs was doing one-to-one, people-based marketing before it was cool…or even had a name. But turning a legendary 70-year-old print mail order firm into a digital data-driven new machine takes some work. As VP of Marketing Kathy Hecht explains, true customer-centric marketing is easier said than done, even for one of the world’s oldest personalization companies. She recounts the challenges of digital transition for her company as well as how execution does not always match intent. How did the company find discrepancies and discover that the reality of being “customer-centric” runs much deeper than the label?
10 Reasons Why You Need a Digital Customer Loyalty ProgramPassKit
Get started at https://loopyloyalty.com/.
Loopy Loyalty allows you to design your digital loyalty card, manage your campaign with custom tools, and even includes an app to stamp your customers' digital cards.
Get the app here: https://itunes.apple.com/us/app/loopy-hd/id945301614
A well-designed Customer loyalty program can boost your restaurant business but despite the obvious benefit, this program might not be for everyone. Why? Check out!
Marketing’s Biggest Challenge Yet: The Entitled ConsumerMediaPost
Consumer expectations are rising. The drumbeat for convenience, relevance and value grows louder month on month. How do you build lasting relationships with fickle customers who believe they are deserving of special treatment and privileges and whose expectations tax the limits of the organizational structures, data and technology available to serve them? Selligent’s Dave Frankland explores this new reality and how to embrace consumer entitlement as an opportunity and not an inconvenience.
The creator of Miles Kimball and Walter Drake personalized product catalogs was doing one-to-one, people-based marketing before it was cool…or even had a name. But turning a legendary 70-year-old print mail order firm into a digital data-driven new machine takes some work. As VP of Marketing Kathy Hecht explains, true customer-centric marketing is easier said than done, even for one of the world’s oldest personalization companies. She recounts the challenges of digital transition for her company as well as how execution does not always match intent. How did the company find discrepancies and discover that the reality of being “customer-centric” runs much deeper than the label?
10 Reasons Why You Need a Digital Customer Loyalty ProgramPassKit
Get started at https://loopyloyalty.com/.
Loopy Loyalty allows you to design your digital loyalty card, manage your campaign with custom tools, and even includes an app to stamp your customers' digital cards.
Get the app here: https://itunes.apple.com/us/app/loopy-hd/id945301614
A well-designed Customer loyalty program can boost your restaurant business but despite the obvious benefit, this program might not be for everyone. Why? Check out!
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...Graeme McVie
Retailers that satisfy the needs of customers will win in the market but too often customer-centricity fails to deliver on its promise. Precima client, US Foods, is a great example of an organization that has truly delivered on the promise of customer-centricity and they share a case study on customer-centricity in the attached presentation that was originally presented at FMI Connect 2016.
Snipp Webinar With Loyalty360 - The State of Loyalty in 2017Snipp Interactive
Loyalty in the US is at a tipping point. With the number of companies entering the marketplace and competing for consumer attention skyrocketing, capturing consumer loyalty is not an option - it is essential to the survival of brands. In fact, according to eMarketer, the majority of US marketers intend to allocate more of their budgets to customer loyalty in 2017, with many anticipating significant increases in spending on loyalty.
However, knowing how to spend your budget on loyalty is part in parcel to succeeding in the market place. Join Snipp and Loyalty360 as we examine the state of loyalty in 2017, bringing brands the information they need to ensure loyalty initiatives are focused, strategic, and ultimately, will win over consumers for the long term.
In this webinar, you will learn:
• Key trends for loyalty in 2017, such as the importance of “Lifestyle Loyalty”
• Best practices for setting up winning programs. Want to know how to incorporate the Internet of Things into your own loyalty program? We’ve got you covered!
• A specially developed model & framework developed by our industry leading loyalty consultants to keep you on track as you plan for and manage your loyalty initiatives
1. IKONSOFT has supported over 100 loyalty program initiatives.
2.Project managed over 27 programs as A-Z turn-key solution.
3.Our expertise will keep you ahead of the game in today’s rapidly evolving world of multi-channel and social media integration, mobile consumers, real-time marketing and more with our loyalty platform.
4.If you need to launch a new loyalty program initiative on a tight schedule, with low risk and a high return on your loyalty program investment – partner with IKONSOFT.
5.We can guarantee the success of your loyalty card program through our industry experience and expertise.
The Secrets of Winning Empowered Customers with 1:1 EngagementReflektion, Inc.
Today's empowered ecommerce customers expect individualization across all digital touchpoints.
Here's how responsive merchandising and ecommerce individualization can help digital retailers everywhere win empowered customers and experience dramatic increases in average order size, digital revenue, and even customer loyalty.
Additional reads:
1. What is Responsive Merchandising
http://reflektion.com/blog/responsive-merchandising/
2. Responsive Merchandising: The Future of Retail
http://reflektion.com/blog/responsive-merchandising-retail-future
3. Responsive Merchandising: The Power of Micro-Moments
http://reflektion.com/responsive-merchandising-the-power-of-micro-moments/
4. Responsive Merchandising: How Elite Retailers Are Winning Empowered Customers
http://pages.reflektion.com/responsive-merchandising-booklet
About the speakers:
Kurt Heinemann is the CMO of Reflektion. Prior to joining Reflektion, Kurt was the CMO for Marketwired/Sysomos, a leading international news and regulatory filing distributor and communications company (Marketwired), and a media monitoring and analysis platform used by over 15,000 global organizations (Sysomos). He successfully relaunched both brands, and increased sales by 400% through revamping the company’s lead generation and content strategy initiatives.
As the CMO for Monetate, he helped double revenues for the cloud-based browser technology company.
Kurt has also held senior executive positions at leading consumer marketing firms that include Priceline, Time Warner/Synapse Connect, and Walker Digital Companies, where he leveraged his expertise in corporate strategy, product development, customer acquisition and retention, and creative development to increase lead generation, revenue, and market share.
Harsh Jawharkar is the VP of Marketing at Narvar. Prior to joining Narvar, Jawharkar was instrumental in laying the marketing foundation at Slack, building and leading key teams across product, platform, partner, events, customer and growth marketing. Partnering with their sales team, he was central in defining Slack's go-to-market approach, collectively driving growth to 2.7 million daily active users, $65 million ARR and over 300 integrations. Previously, Jawharkar led product and partner marketing at Zendesk, where he built a global team, launched product initiatives that led to the critical growth necessary to help Zendesk's transition from an SMB to a mid-market and enterprise category leader, continuing through a successful IPO.
About Reflektion:
Reflektion’s AI-powered personalization platform listens to the behaviors of each individual shopper, utilizes artificial intelligence and machine learning to calculate their preferences and intent, and then responds by displaying the most relevant content and products in real-time and across the digital touchpoints that matter most—including on-site engagement and email.
For more information, visit Reflektion.com.
How to Improve Customer Loyalty in RetailMarketBridge
We all know that shoppers prefer a personalized experience based on their historical interactions with a Retailer (skeptical? 85% of shoppers say they want that!). So why do we fall short of delighting them with the experiences they're asking for? Get real strategies for gaining true customer loyalty
Loyalty programs are an important marketing lever in their own right, and can accelerate the value from other channels as well. While loyal customers have always driven the bulk of revenue (and profits), trends are creating a mandate for more sophisticated loyalty marketing. Loyalty marketing capabilities and delivery mechanisms continue to evolve as a result, getting more rich but also more complex to manage. Are you asking the right questions about your loyalty program?
Growing CLV, Automating Replenishment and Predictive Marketing with Magento +...WhatConts
Learn from retail executives from MyBinding.com and POS Supply as they present best practices for customer retention and lifecycle marketing. In this slideshare you’ll see how both brands combine Magento and MailChimp, and Windsor Circle to develop highly-targeted campaigns that drive revenue and engagement. View this quick-hitting strategy slide deck filled with actionable tips that can be implemented immediately.
This slide deck was used during a breakout session during Magento Imagine 2016 and was sponsored by Windsor Circle.
Everyone has a creative potential! Yes that's right. We all have the innate capacity for creative activity. ZaVue Solutions deals with providing novel business ideas and an opportunity to do online writing to earn a good amount in your lives.
Website: http://zavuesolutions.com/
Like and share our Facebook page to get updates;
https://www.facebook.com/zavuesolutions/
The Secret Recipe of Best-in-Class Restaurant Loyalty ProgramsJim D Griffin
Jim Griffin, founder of Lassu Loyalty, shares best practices for design of customer loyalty programs for resuarants. #customerloyalty #loyaltymarketing www.lassuloyalty.com
Personalisation: Separating the good and the great from the downright damagingPure360
Personalisation is powerful but it also comes from it's risk. Learn why it matters, how and why it goes wrong, and what makes great personalisation great.
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...Graeme McVie
Retailers that satisfy the needs of customers will win in the market but too often customer-centricity fails to deliver on its promise. Precima client, US Foods, is a great example of an organization that has truly delivered on the promise of customer-centricity and they share a case study on customer-centricity in the attached presentation that was originally presented at FMI Connect 2016.
Snipp Webinar With Loyalty360 - The State of Loyalty in 2017Snipp Interactive
Loyalty in the US is at a tipping point. With the number of companies entering the marketplace and competing for consumer attention skyrocketing, capturing consumer loyalty is not an option - it is essential to the survival of brands. In fact, according to eMarketer, the majority of US marketers intend to allocate more of their budgets to customer loyalty in 2017, with many anticipating significant increases in spending on loyalty.
However, knowing how to spend your budget on loyalty is part in parcel to succeeding in the market place. Join Snipp and Loyalty360 as we examine the state of loyalty in 2017, bringing brands the information they need to ensure loyalty initiatives are focused, strategic, and ultimately, will win over consumers for the long term.
In this webinar, you will learn:
• Key trends for loyalty in 2017, such as the importance of “Lifestyle Loyalty”
• Best practices for setting up winning programs. Want to know how to incorporate the Internet of Things into your own loyalty program? We’ve got you covered!
• A specially developed model & framework developed by our industry leading loyalty consultants to keep you on track as you plan for and manage your loyalty initiatives
1. IKONSOFT has supported over 100 loyalty program initiatives.
2.Project managed over 27 programs as A-Z turn-key solution.
3.Our expertise will keep you ahead of the game in today’s rapidly evolving world of multi-channel and social media integration, mobile consumers, real-time marketing and more with our loyalty platform.
4.If you need to launch a new loyalty program initiative on a tight schedule, with low risk and a high return on your loyalty program investment – partner with IKONSOFT.
5.We can guarantee the success of your loyalty card program through our industry experience and expertise.
The Secrets of Winning Empowered Customers with 1:1 EngagementReflektion, Inc.
Today's empowered ecommerce customers expect individualization across all digital touchpoints.
Here's how responsive merchandising and ecommerce individualization can help digital retailers everywhere win empowered customers and experience dramatic increases in average order size, digital revenue, and even customer loyalty.
Additional reads:
1. What is Responsive Merchandising
http://reflektion.com/blog/responsive-merchandising/
2. Responsive Merchandising: The Future of Retail
http://reflektion.com/blog/responsive-merchandising-retail-future
3. Responsive Merchandising: The Power of Micro-Moments
http://reflektion.com/responsive-merchandising-the-power-of-micro-moments/
4. Responsive Merchandising: How Elite Retailers Are Winning Empowered Customers
http://pages.reflektion.com/responsive-merchandising-booklet
About the speakers:
Kurt Heinemann is the CMO of Reflektion. Prior to joining Reflektion, Kurt was the CMO for Marketwired/Sysomos, a leading international news and regulatory filing distributor and communications company (Marketwired), and a media monitoring and analysis platform used by over 15,000 global organizations (Sysomos). He successfully relaunched both brands, and increased sales by 400% through revamping the company’s lead generation and content strategy initiatives.
As the CMO for Monetate, he helped double revenues for the cloud-based browser technology company.
Kurt has also held senior executive positions at leading consumer marketing firms that include Priceline, Time Warner/Synapse Connect, and Walker Digital Companies, where he leveraged his expertise in corporate strategy, product development, customer acquisition and retention, and creative development to increase lead generation, revenue, and market share.
Harsh Jawharkar is the VP of Marketing at Narvar. Prior to joining Narvar, Jawharkar was instrumental in laying the marketing foundation at Slack, building and leading key teams across product, platform, partner, events, customer and growth marketing. Partnering with their sales team, he was central in defining Slack's go-to-market approach, collectively driving growth to 2.7 million daily active users, $65 million ARR and over 300 integrations. Previously, Jawharkar led product and partner marketing at Zendesk, where he built a global team, launched product initiatives that led to the critical growth necessary to help Zendesk's transition from an SMB to a mid-market and enterprise category leader, continuing through a successful IPO.
About Reflektion:
Reflektion’s AI-powered personalization platform listens to the behaviors of each individual shopper, utilizes artificial intelligence and machine learning to calculate their preferences and intent, and then responds by displaying the most relevant content and products in real-time and across the digital touchpoints that matter most—including on-site engagement and email.
For more information, visit Reflektion.com.
How to Improve Customer Loyalty in RetailMarketBridge
We all know that shoppers prefer a personalized experience based on their historical interactions with a Retailer (skeptical? 85% of shoppers say they want that!). So why do we fall short of delighting them with the experiences they're asking for? Get real strategies for gaining true customer loyalty
Loyalty programs are an important marketing lever in their own right, and can accelerate the value from other channels as well. While loyal customers have always driven the bulk of revenue (and profits), trends are creating a mandate for more sophisticated loyalty marketing. Loyalty marketing capabilities and delivery mechanisms continue to evolve as a result, getting more rich but also more complex to manage. Are you asking the right questions about your loyalty program?
Growing CLV, Automating Replenishment and Predictive Marketing with Magento +...WhatConts
Learn from retail executives from MyBinding.com and POS Supply as they present best practices for customer retention and lifecycle marketing. In this slideshare you’ll see how both brands combine Magento and MailChimp, and Windsor Circle to develop highly-targeted campaigns that drive revenue and engagement. View this quick-hitting strategy slide deck filled with actionable tips that can be implemented immediately.
This slide deck was used during a breakout session during Magento Imagine 2016 and was sponsored by Windsor Circle.
Everyone has a creative potential! Yes that's right. We all have the innate capacity for creative activity. ZaVue Solutions deals with providing novel business ideas and an opportunity to do online writing to earn a good amount in your lives.
Website: http://zavuesolutions.com/
Like and share our Facebook page to get updates;
https://www.facebook.com/zavuesolutions/
The Secret Recipe of Best-in-Class Restaurant Loyalty ProgramsJim D Griffin
Jim Griffin, founder of Lassu Loyalty, shares best practices for design of customer loyalty programs for resuarants. #customerloyalty #loyaltymarketing www.lassuloyalty.com
Personalisation: Separating the good and the great from the downright damagingPure360
Personalisation is powerful but it also comes from it's risk. Learn why it matters, how and why it goes wrong, and what makes great personalisation great.
Marketing 101 is an overview of what is marketing's role within an organisation, how to build a solid marketing staretgy based on analysis, strong messaging and picking the right tools.
It is a starting point if you are unsure about how to tackle the marketing needs of your business or are just starting out in a marketing role. Actionable advice, clear explanation and a few exercises to get the ball rolling.
The 2019 Amazon Prime Day Expert Approach SeriesTinuiti
Nearly half of U.S. households have an Amazon Prime membership, according to a report from CIRP. With Amazon’s biggest shopping holiday around the corner – Prime Day, learn how to maximize your brand equity and take your marketplace strategy to the next level. In this series, we’ll review trends from previous years and unpack expert best practices from retail readiness, marketing advertising preparation, inventory management, to content optimization that will help your business stand out and succeed during Amazon’s 2019 Prime Day.
Beyond the Basics: Why Consumer Are Demanding Intelligent PersonalisationPure360
Our research has revealed that the common personalisation tactics used in marketing aren't cutting the mustard anymore. To keep up with consumer expectations we need to think beyond the basics of personalisation. But what does that look like?
Learn how to better leverage data to help identify and engage your valuable shoppers in this webinar brought to you by Retail TouchPoints and IXI Services
#RetailNirvana
Igniting Summer Sales: Marketing Strategies for a Successful SeasonKlaviyo
Summer’s right around the corner, and the competition for your customers’ attention is hotter than ever as brands increasingly shift their focus to ecommerce. Are you equipped to see record-high sales?
Join BigCommerce and Klaviyo as we unpack the latest trends in consumer behavior and what they mean for your brand’s summer sales strategy. You’ll explore ecommerce growth trends by vertical, email marketing engagement tactics practiced by top DTC brands, and the new state of relationship-building that consumers expect from ecommerce brands.
Plus you'll hear from Solo Stove, a global leader of portable stainless steel wood-burning stoves and fire pits. Tune in to discover the brand’s marketing game plan, and hear how they plan to drive sales all summer long.
Whether it's your main season or your makeup season, summer's the time to deliver unforgettable customer experiences.
Delivering end-to-end Customer ExperienceBoon Teck Ng
The most important reason why Customer Experience is important during this Experience Economy is it is the means to connect with your customers the way you feel about your brands
Acquire More Clients with Marketing AutomationMarketo
For too long, financial services marketing departments have been seen as a cost center. It’s time to prove—and improve—marketing’s contribution to the bottom line using marketing automation and metrics that matter. Watch Joe Paone, Director of Marketing at Marketo, as we discuss how segmentation strategies, behavior scoring, and marketing analytics can help you prove ROI on marketing programs and acquire more clients.
An innovative platform for studying shopper behavior by leveraging existing assets!. Ideotics combines cutting edge technology with corporate social responsibility to deliver unprecedented value!
Understanding customer experiences and their journey is the key to survive business completion in the ever-changing marketing landscape. The presentation attempts to explain the customer intelligence signs of insights from the standpoint of situation analysis, human thinking & nature complexity and the advent of innovative technologies. Brands should design customer experience in a way that customer insights can be used as a competitive advantage over other businesses and at the same time can save millions of dollars.
Kate Barrett – Putting the customer at the heart of everything that you do in...Emailing 2020
Since the first email was sent in 1971 by Ray Thomlinson, as marketers our world has changed enormously. From batch and blast to a more personalised, one-to-once experience, what our subscribers want and DEMAND from us is getting more sophisticated. Putting the customer at the heart of everything that you do in all ways, always, is paramount.
Personalisation - The perfect fit for your fashion brandPure360
According to Statista, the global online fashion market was worth $533 billion in 2018, and is predicted to grow to $872bn by 2023.
Within such a competitive and growing marketplace, being able to offer a superior service and experience to your customers and prospects has never been so important.
Personalisation is becoming an expected norm for consumers and a powerful tool for eCommerce brands especially within the Fashion industry to drive conversions, recommend complementary products, increase customer retention plus many more benefits.
Within this webinar we explore the personalisation tactics fashion eCommerce brands can use to:
- Create a stand out personalised customer experience
- Drive purchase intent with proactive marketing
- Improve conversion rates through website personalisation and abandonment recovery
- Increase repeat purchases and loyalty with post-purchase marketing
- We will also look at examples of fashion brands who are doing it well.
Webinar: Overcoming the 5 biggest challenges in eCommercePure360
Engage, convert, retain; A deceptively simple recipe when it comes to achieving eCommerce success, but not without its many challenges that must be overcome by brands of all shapes and sizes.
That's why Pure360 has teamed up with the award-winning eCommerce agency JH, to deliver an insightful webinar into how ambitious brands can cultivate measurable success and overcome 5 of the biggest challenges in today's eCommerce landscape.
Webinar: How do i increase subscriber conversions on my website? Pure360
Within this webinar we explore the tactics and best practices you can use to increase your email subscriber conversions on your website.
The areas we cover include:
– Best practice email subscriber forms
– How to supercharge your email subscribers conversions
– A look at overlays
– Examples from brands who are doing it well!
– Plus more
Webinar: Food and Drink Brands: Increase sales and customer loyalty using per...Pure360
The UK food and grocery market is predicted to grow by 15% between 2019 and 2022, giving it a value of £213 billion, with 40% of all UK shoppings saying they have brought food or groceries online, according to research by the IGD.
Within such a competitive marketplace, brand loyalty is low and price sensitivity and timing are a major factor when consumers are making a purchase. This means it has never been more important for food and drink brands to stand out and offer a personalised service to build brand loyalty and engage with their customers at the most opportune time for repeat purchase.
Within this webinar we explore the tactics the food and drink brands can use to:
- Create a stand out personalised customer experience
- Drive purchase intent with proactive marketing
- Improve conversion rates
- Increase repeat purchases and loyalty with post-purchase marketing
Introducing PureAcademy - Pure360’s free workshop programme that aims to empower marketers to be the best they can be with sessions designed to build on your professional development and help you further your marketing career.
Hosted by our in-house Customer Success experts, we provided a hands-on session loaded with practical advice to take away and start implementing straight away.
We took our guests through best practice advice and helped them take a step back to refocus on why you do what they do. We introduced the SMART planning framework and helped them set appropriate marketing goals and actions for the next year.
What we covered:
- Learn how to plan the SMART way and create clear KPIs to help you meet your business objectives
- Finish the day with a better understanding of your clients and why you do what you do
- Make your working day more efficient with tactical tasks aligned to your strategic plan
- Improve your methods of monitoring, reviewing, and prioritising your campaigns.
Webinar: Build Loyalty and Drive Revenue with Effective Welcome JourneysPure360
Within this webinar you will discover the importance of implementing welcome email journeys, including how to build loyalty, increase engagement and drive revenue.
We cover acquisition based welcome journeys, industry examples and which types of content you should be using for your different stages throughout this welcome journey, including personalising the content based on your subscribers signup-point.
This webinar covers all the crucial areas you need to consider when implementing effective welcome email journeys.
Compared to a normal marketing email, welcome emails generate:
50-60% more open rates
5 x the click through rate
9 x more purchasing potential
8 x more revenue per email
50% – 86% more engagement than email newsletters
Webinar: Beauty Brands: How to Transform Your Customer Experience with Person...Pure360
Beauty is one of the fastest growing retail sector in eCommerce. The online beauty market in the UK is forecast to grow 21.1% over the next five years.
With this growth comes competition. Keeping customers coming back is a big challenge but also a huge opportunity.
Within this webinar we look at the tactics beauty brands can use to:
- Create a stand out personalised customer experience
- Drive purchase intent with proactive marketing
- Improve conversion rates
- Increase repeat purchases and loyalty with post-purchase marketing
To watch the webinar, please visit: https://www.pure360.com/webinar/beauty-brands-how-to-transform-your-customer-experience-with-personalisation/
PureAcademy S.M.A.R.T Planning & Tactics Workshop - Manchester, June 2019Pure360
Introducing PureAcademy - Pure360’s free workshop programme that aims to empower marketers to be the best they can be with sessions designed to build on their professional development and help them further their marketing career.
Hosted by our in-house Customer Success experts, we provided a hands-on session loaded with practical advice to take away and start implementing straight away.
Our S.M.A.R.T Planning session in Manchester allowed our guests to refocus their marketing strategies to maximise their resources and returns on investment.
We took a look through best practice advice and helped our guests take a step back to refocus on why they do what they do. We introduced the S.M.A.R.T planning framework and helped our guests set appropriate marketing goals and actions for the next year.
PureAcademy: Smart Planning Workshop May 2019Pure360
PureAcademy - Pure360’s free workshop programme that aims to empower marketers to be the best they can be with sessions designed to build on your professional development and help you further your marketing career.
Hosted by our in-house Customer Success experts, we provide a hands-on session loaded with practical advice to take away and start implementing straight away.
Discover how to refocus your marketing strategies to maximise your resources and returns on investment.
Areas covered:
- Learn how to plan the SMART way and create clear KPIs to help you meet your business objectives
- Gain a better understanding of your clients and why you do what you do
- Make your working day more efficient with tactical tasks aligned to your strategic plan
- Improve your methods of monitoring, reviewing, and prioritising your campaigns.
Webinar: Ecommerce Personalisation and Abandonment Recovery in ActionPure360
This webinar discusses the growing need for ecommerce brands to implement a personalisation and abandonment recovery strategy. With some hard hitting industry statistics, what the capabilities are of such solutions and real life examples of how these personalisation and abandonment recovery solutions can transform your ecommerce business.
44% of consumers say that they will likely become repeat buyers after a personalised shopping experience, now is the time to rethink your personalisation strategy.
We also showcase our PureTargeting solution, giving you the ins and outs of its powerful capabilities and features, how it works and the real ROI our solution offers our ecommerce customers.
See a range of PureTargeting’s features in action:
- Cross-channel personalisation
- Cart and browse abandonment recovery
- Product recommendations
- Social Proof
- Post-purchase journeys
- Overlays
- Plus more
Discover how personalisation and abandonment recovery solutions will offer your visitors a superior personalised experience, increase conversions, improve customer retention and show significant ROI in a short space of time after implementation.
Watch the full webinar at: https://www.pure360.com/webinar/ecommerce-personalisation-in-action/
‘Luke 1977 decreased abandonment rates by 17% and increased revenue from cart abandonment recovery by 60% using PureTargeting'.
Travel Industry - Maximising Customer Retention Post GDPR Pure360
ABTA Conference: Data Protection and Management in Travel Post-GDPR
Whilst May 25 was the deadline for the General Data Protection Regulation, the reality is that compliance is just beginning. As with any significant new legislation, the text of the GDPR leaves open many interpretive questions and businesses will need to address emerging privacy and security threats in the months and years ahead. Compliance is not just a one off exercise, but an ongoing business process that evolves over time.
With pain points such as reduced list growth and engagement, discover how to retain your customers and grow your email lists post GDPR.
The presentation covers:
- The power of automations to increase customer retention and to drive revenue
- Introducing engaging welcome campaigns to add value from the start
- How to wake up your lapsed and unengaged customers
- Why a preference centre is a must post GDPR
Personalisation vs segmentation - the differences and the benefits Pure360
Personalisation and Segmentation. Marketers often get them confused. And that could be holding back your ability to execute both effectively.
Learn how they are difference, the benefits of each, and how to get them working together.
A Pure360 Lifecycle Marketing Masterclass.
https://www.pure360.com
Automations are a lifesaver for the busy marketer. But they also help you improve your customer experience.
Discover the 7 must-have automations that every eCommerce business should use.
A Pure360 Lifecycle Masterclass
https:/www.pure360.com
Webinar: Rethinking Your Email Creative to Maximise EngagementPure360
We all know that generating maximum engagement from our email campaigns post-GDPR should be a priority, especially if your email lists have reduced in size.
The busy email marketer is always thinking about the next campaign. But sometimes you need to take step back and look at what you’re currently sending.
Is your design looking dated? Are your templates following best practice? Is your content as engaging as it could be?
Watch our webinar to learn how to give your email creative a top-to-bottom audit. Learn the secrets behind attention grabbing emails that drive conversions.
Watch the full webinar at: https://www.pure360.com/webinar/rethinking-email-creative-maximise-engagement/
Studies show that it’s 25 x more expensive to acquire new customers than it is to retain existing ones.
That’s a pretty impactful statement considering a large majority of marketers spend more time and budget on acquiring new customers instead!
GDPR certainly hasn’t helped matters either with its impact on reduced customer email lists.
So we hosted this webinar to showcase the key areas to focus on to keep your customers engaged, ensure they continue to buy from you and to increase your brand advocates.
This webinar covers:
- Introducing engaging welcome campaigns to add value from the start
- The power of automations to increase customer retention and to drive revenue
- Why a preference centre is a must post GDPR
- How to wake up your lapsed and unengaged customers
You should watch if you:
- Are facing a reduced customer email list after a re-consent campaign
- Have a lack of confidence in the consent you have for your customers
- Need to gain more value out of your customer database
- Want to learn new ways to interact with your customers and awaken un-engaged customers
- Want to increase your customer email engagement
To view the webinar please visit: https://www.pure360.com/webinar/maximising-customer-retention-post-gdpr/
PureProgression – Email marketing in a post GDPR world, email list growth & p...Pure360
Our 2nd PureProgression workshop of 2018, was held in London on 16th May 2018.
This workshop focused on email marketing in a post GDPR world. We discussed areas you should be considering, how to grow your email lists and we took an in-depth look at the increasing importance of intelligent email personalisation.
Our Customer Success and Account Management team were on hand to help work towards our customers objectives. We outlined best practice and gave valuable insight into how to utilise personalisation and grow our customers email list, whilst adhering to the new GDPR legislation*.
The workshop covered:
- Tactics on how to optimise sign up forms and grow your email lists organically post GDPR
- Expert advice on how to grow your email list
- How to use personalisation to add real value to your customer experience
- Practical examples of next level personalisation any business can implement
- Plus much more hands-on strategy and practical advice
*Please note that our advice on GDPR compliance is only for best practice and should not be considered legal advice.
Pure Progression Workshop@ Smart Planning April 2018Pure360
Back by popular demand we relaunched our PureProgression workshops program, a platform for engagement, learning and strategic advice to help you get the most from your campaigns.
This workshop brought together our customers and Pure360 team, along with other experts within the business, who offered best practice advice to help take our customers on a journey of marketing maturity.
The first event series focused on planning - S.M.A.R.T planning to be precise. Helping set clear objectives and KPIs for their email marketing strategy. Giving guidance on which strategies they should be implementing to improve engagement with their audience.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. About Pure360
360 Digital marketing and web
personalisation platform:
● Email & SMS execution
● Web & mobile personalisation
● Behavioural targeting
● Conversion optimisation
● Journey based automations
● User segmentation
Established in 2001
Trusted by 1000s of brands
3. What I’ll cover today...
● Personalisation – why it really matters
● Poor personalisation and why it goes wrong
● What makes great personalisation great
5. Personalisation – Why does it matter?
88%
of people prefer
shopping with retailers
who offer personalised
cross-channel
experiences.
93%
of companies see an
uplift in conversion
rates using
personalisation.
ECONSULTANCYSWIRL NETWORKS
6. Personalisation – Why does it matter?
80%
of consumers like it
when retailers
recommend
products to them
based on previous
purchases.
INTERNET RETAILER
7. Why it is absolutely necessary?
Increase
conversion
rates
Increase
average order
values
Improve
marketing ROI
Increase
customer
lifetime value
Our customers average 22% more online revenue
with cross-channel personalisation
9. Consumers expect it….
84%
of customers feel
frustrated when
website content is
not personalised.
LOYALTY 360
83%
customers expect
relevant information and
products to be
recommended to them
based on personal
preferences.
SABRE
52%
consumers would switch
away from brands that
don't personalise
communications.
SALESFORCE STUDY
10. 52%
of consumers switch away
from brands that don’t
personalise communications
65%
Say it influences their brand
loyalty
Lack of personalisation is frustrating!
11.
12. JEFF BEZOS, Founder and CEO of Amazon
From an interview in 1998!
“If we have 4.5 million
customers, we shouldn’t have
one store. We should have 4.5
million stores.”
13.
14. The ‘creepy factor’?
What do consumers really think about
personalisation?
Useful, relevant shopping aids? Misuse of data?
15. Prof Mark Ritson – identifies the problem
• Technology has been innovated to look
for problems rather than solutions
• What happens to what customers
actually want from us?
• Just because technology has advanced,
doesn’t mean consumers want any part
of it.
16. We asked 2,000 people how they’d react to
the following personalisation tactics in
marketing...
17. Would you engage
with marketing
communications that
addressed you by
your first name?
YouGov Survey Results
18. Would you engage
with marketing
communications that
used personal details
e.g. your birthday in
the subject line?
YouGov Survey Results
19. Would you engage
with marketing
communications that
included an offer that
is interesting to you?
YouGov Survey Results
20. We have to be conscious of the value of
personalisation to the consumer
21. Personalisation is an investment in
creating better customer experiences…
More revenue is a by-product.
Get it wrong and the consequences can
be disastrous.
31. The customer’s context – what is guiding the purchase decision?
● Lifestyle aspirations
● Emotional association
● Historical experiences/Peer review
● Demographics
● Location
● Device
● Time of day, day of week
● Seasonality / Regularity
● Functional considerations
● Customer journey position
● Motivation: Desire or necessity
38. Demographic based data points
● Age
● Gender
● Marital status
● Children
● Location
● Occupation
● Household income
● Education
● Work experience
Behavioural based data points
● Web engagement behaviour (urgent,
hesitant, engaged, confused)
● Content interest
● Touch interaction data
● Spend patterns
● Customer journey stage
● Recency & frequency of purchase
● Spend
● Satisfaction
● Offer engagement
● Price sensitivity
The data behind personas…
39. Yet to make a purchase
Price sensitive
Timed coupon
Browse/cart abandonment email
Very responsive to marketing
Impulse buyer
Exclusive sale access
Post-purchase upsell
Hasn’t purchased in a while
Unresponsive to marketing
‘We miss you’ discount
Behaviour Offer
….using behavioural data signals to personalise offers
40. Land CartBrowse Abandon Buy
Trending
products
Personalised
homepage
banners
Replenishment
Exit Intent
Overlay
User Generated
Content
Cart
Abandonment
email
2nd purchase
discount
Personalised recs
Individual
coupons
Post sale trigger
Browse
Abandonment
Cross-sell
recommendations
Up-sell
recommendations
Price-drop alert /
back in stock
alerts
Replenishment
Customerlifecyclestage
Registration
Social Proof
Live recs
Live coupons
Hesitant
VIP
Lapsed
Behavioural data drives different personalisation tactics
across the customer experience
45. Weather based personalisation
• Some products become more demanding with
certain weather conditions.
• Shoppers behaviour changes with the
weather.
• An email trigger can drive customers back to
your store / online and offline.
• Promote obvious weather based products or
products you know sell the most during each
respective weather conditions.
46.
47. #6 Transparent
93%
of adults say that being in control of
who can get information about them
is important.
PEW RESEARCH CENTER
90%
say that controlling that information is
just as important.
51. Park Cameras
• Post purchase email thanking the
customer for their recent purchase.
• Imagery is dynamic to display the
camera the customer has purchased.
• Content is relevant providing helpful
guides / after care information and video
links on maximising the use of the
camera purchased.
• Additional dynamic blocks of content are
displayed to upsell on accessories and
additions to compliment the camera
purchased.
52. Blue Bay Travel
• Email content blocks personalised
with offers based on recent
browsing, wishlisting or carting
behaviour
• Targeting rules prevent outdated
selections or previously purchased
holidays from displaying
• Personalisation is synchronised
across web and mobile access
points
53. Top Shop
• Post purchase – again showing what “you
bought” and creating a style story with upsell
products.
• Displaying the product recommendations in
this way invokes an aspirational emotive
reaction.
• The sweetener to this email is they’re offering
a free delivery on return – which most retailers
know that for the their key demographic
group, is a winner!
55. Thank you!
Chantelle Knoetze | Key Account Director
www.linkedin.com/in/chantelleknoetze/
Stand E130
pure360.com
Editor's Notes
End-to-end webinar
OUR AIM AT PURE IS SIMPLE.
HELP OUR CUSTOMERS BE THE BEST MARKETERS THEY CAN BE
WE FOCUS ON CAMPAIGN SUCCESS
I CAN’T THINK OF A BETTER DISCIPLINE WHERE MARKETERS NEED TO USE TECHNOLOGY MORE THAN WITH PERSONALISATION
WE DON’T ALL WANT THE SAME THINGS.
IN THE 7 YEARS I HAVE BEEN WORKING IN EMAIL MARKETING,
I HAVE SEEN TECHNOLOGY GROW AND DEVELOP TO HELP SOLVE THAT EXACT PROBLEM.
DON’T GO BY HEARSAY
MY AIM TODAY IS TO SHARE WITH YOU THE FACTS.
DATA AND EVIDENCE AS TO WHY.
STATS
TAILOR CONTENT TO SPECIFIC TARGETED AUDIENCES – DRIVES RELEVANCE AND ACTIONS
PRODUCT RECOMMENDATIONS IS ONE OF THE MOST POWERFUL OF THE TACTICS WE CAN ADOPT
59% of consumers who experienced personalisation say that it significantly influenced what they purchased.
PERSONALISE A CUSTOMER’S EXPERIENCE (WEB AND EMAIL), AND THEY ARE MORE LIKELY TO COME BACK.
YOU’LL ALSO BE ONE STEP CLOSER TO CREATING BRAND LOYALTY – 50% OF CONSUMERS AGREE
Gartner Report – companies who use online personalisation outsell their competitors by more than 30%
PERSONALISATION SHOULDN’T BE SOMETHING THAT MARKETERS JUST DO.
IT NEEDS TO BE A BUSINESS PRIORITY OVERALL.
MARKETERS GET WHAT THEY WANT FOR THEIR BUSINESS.
THE CONSUMER ALSO WINS – BY GETTING VALUE ADDED EXPERIENCES
BOTH SIDES WIN
84% STAT - OLIVER BONUS EXAMPLE - POPOVER
ITS ABOUT WHAT CONSUMERS WANT
DEVICE DRIVEN CONSUMERS EXPECT IT
THEY EXPECT SYNCHRONISED OMNI CHANNEL EXPERIENCES
COMPANIES NOT EQUIPPED WITH PERSONALISATION TECHNOLOGY ARE AT A DISADVANTAGE.
I MYSELF HAVE BECOME QUICKLY DISENGAGED WITH BRANDS WHO DON’T PAY ATTENTION TO WHAT I LIKE AND WHAT I AM INTERESTED IN.
PARTLY BECAUSE I FORGET ABOUT THEM.
THE EXPERIENCE ITSELF WASN’T THAT AMAZING THAT IT DOESN’T STAY IN MY MIND.
GIANTS LIKE AMAZON USE PERSONALISATION TO BRING CONSUMERS BACK FOR MORE.
CHECKING FOR DAILY RECOMMENDATIONS
COCA COLA TOOK THE WORLD BY STORM WITH THEIR “SHARE A COKE” CAMPAIGN
THEY SAW INCREASE IN SALES VOLUME FOR THE FIRST TIME IN 4 YEARS
SPOTIFY USE THE “DISCOVER WEEKLY” TO DRIVE CONSUMERS TO LISTEN TO NEW TRACKS
PERSONALISED TO THEIR TASTES – AND CONSUMERS LOVE IT!
ITS ALL ABOUT PERCEPTION.
HOW WE EXECUTE PERSONALISATION AS MARKETERS IS KEY.
HOW VALUABLE IS IT FOR THE CUSTOMER THEMSELVES?
PEOPLE FEEL STALKED! REMEMBER THE MINORITY REPORT?
THE CAMBRIDGE ANALYTICA SCANDAL SHONE A TORCHLIGHT ON CERTAIN PROCESSES BEING CONDUCTEDMORE DATA DOES MEAN BETTER SEGMENTATION AND TARGETING
MARKETERS JUST NEED TO ENSURE THEIR CUSTOMERS UNDERSTAND THAT AND SEE THE VALUE IN GIVING AWAY THEIR DATA
I’VE SEEN TOO MANY TIMES THAT BUSINESSES HAVE TRIED TO USE TECHNOLOGU TO FIT MARKETING TRENDS
RATHER THAN ACTUALLY BUILDING SOLUTIONS TO ACTUAL CUSTOMER NEEDS OR WANTS
JUST BECAUSE THE TECHNOLOGY EXISTS – DOESN’T MEAN CONSUMERS WANT ANY PART OF IT
TO GIVE YOU AN EXAMPLE
AS A SNAPSHOT – WE ASKED 2000 PEOPLE HOW THEY’D REACT TO THE FOLLOWING PERSONALISATION TACTICS
WHERE IS THE VALUE TO THE CUSTOMER?
AGAIN, HOW WOULD THIS BENEFIT THE CUSTOMER?
FINALLY WE GET TO THE VALUE PROPOSITION FOR THE CUSTOMER
WE CAN HELP THEM ACHIEVE THE PURPOSE BEHIND THEIR VISIT
CONSUMERS ULTIMATELY ARE SELFISH!
IF IT IS YOUR BUSINESS STRATEGY TO CREATE A BETTER CUSTOMER EXPERIENCE
THEN YOU HAVE TO INVEST – ITS SIMPLE
YOU NEED TECHNOLOGY TO UNDERSTAND THE CONTEXT BEHIND EACH ENGAGEMENT
THEN USE PERSONALISATION TECH TO ENHANCE THE EXPERIENCE
THIS DOESN’T MEAN SELLING SOMETHING AT EVERY AVAILABLE OPPORTUNITY
BE HELPFUL / GUIDE A CUSTOMER THROUGH THEIR JOURNEY
THE RETURNS ON YOUR INVESTMENT WILL COME – IT’S A BY-PRODUCT
BUT GET IT WRONG – AND IT CAN BE DISASTROUS
LETS HAVE A LOOK AT SOME EXAMPLES
ITS NOT NECESSARILY BAD TO USE FIRST NAME PERSONALISATION
BUT THERE IS NO VALUE TO THE CUSTOMER BY DOING IT
ITS UNAUTHENTIC / ITS NOT ACTUALLY ENGAGING / CONSUMERS ARE NUMB TO IT
I PERSONALLY HAVE SEEN EXAMPLES OF BRANDS EMAILING ME WITH PERSONALISATION AND GETTING IT WRONG (WHICH IS WORSE!)
IT MAKES ME FEEL LIKE THEY’RE NOT PAYING ATTENTION TO THE DETAIL
THIS DOESN’T DIFFERENTIATE A MESSAGE FROM ONE BRAND TO ANOTHER – WHEN LOTS OF BRANDS ARE DOING IT
IT PLACES THE MARKETERS NEEDS ABOVE THE CUSTOMER NEED
NOT EVEN THE GIANTS GET IT RIGHT ALL THE TIME!
THIS IS GREAT EXAMPLE OF A CUSTOMER’S FRUSTRATION OF RECEIVING EMAIL COMMS THAT ARE NO LONGER RELEVANT
A FRIEND OF MINE ACTUALLY PURCHASED A LAWN MOWER FOR HER DAD ONE XMAS AND THEN AMAZON ASSUMED SHE WAS A GARDEN ENTHISIAST
SO THEY STARTED RECOMMENDING OTHER GARDEN RELATED PRODUCTS TO HER – INLCUDING MORE LAWN MOWERS!
THIS IS AN EXAMPLE OF MARKETERS MAKING ASSUMPTIONS / MAKING INCORRECT DATA CORRELATIONS
AND THIS IMPACTS ON BRAND PERCEPTION
YOU CAN SOLVE THIS WITH HAVING THE RIGHT TECHNOLOGY IN PLACE
ANOTHER EXAMPLE OF GETTING IT WRONG
BEING OVERLY PERSONAL, PERHAPS WHEN SOMEONE ISN’T EVEN ENGAGED WITH THE BRAND, CAN FEEL CREEPY AND INTRUSIVE
IT CAN FEEL LIKE AN ABUSE OF TRUST IN THE WAY THE MARKETERS ARE USING THEIR DATA
OUT OF THE BLUE PERSONALISATION LIKE THIS ONE CAN ACTUALLY HARM YOUR MARKETING EFFORTS AND BRAND PERCEPTION
I ACTUALLY READ A REPORT RECENTLY THAT STATED 40% OF BRANDS FIND THEIR OWN PERSONALISATION EFFORTS AS CREEPY
LACK OF TESTING PROPERLY. NOT ATTENTION TO DETAIL.
GETTING PERSONALISATION WRONG IMMEDIATELY MAKES A CONSUMER THINK NEGATIVELY TOWARDS A BRAND
DATA CHANGES / OR YOU MIGHT HAVE GAPS IN YOUR LISTS
YOU CAN FIX THAT WITH SIMPLY ASKING CUSTOMERS TO UPDATE THEIR INFORMATION FOR YOU – THEY WANT YOU TO GET IT RIGHT – SO ASK FOR IT – DON’T BE AFRAID! IF YOU CAN’T GET DATA – THEN HAVE A FALL BACK PLAN
SPOT CHECK YOUR DATA. CHECK YOUR DATA WORKFLOWS –TEST IT
CHANGE TEST LISTS
KEEP AN EYE ON ENGAGEMENT AND OPT OUTS – IF THEY SPIKE – SPEND TIME REVIEWING YOUR CAMPAIGNS
OVER PERSONALISING CAN ALSO HAVE A NEGATIVE IMPACT
CONSUMERS CAN FEEL OVERWHELMED
IMAGINE A CUSTOMER LANDING ON WEBSITE AND BEING PRESENTED WITH POPOVERS ASKING PERSONAL QUESTIONS STRAIGHT AWAY
THEN ANOTHER POPOVER OFFERING 10% TO PURCHASE
THEN ANOTHER POPOVER ASKING FOR FEEDBACK STRAIGHT AFTER THE PURCHASE
ALL GREAT TACTICS – BUT ITS TOO MUCH TOO SOON
GET YOUR TIMING RIGHT – AND YOU’RE ON TO A WINNER
A XMAS BASKET FROM A LOCAL MORTUARY TO AN OLD MAN LIVING IN ASSISTED LIVING
2. AMAZON – AGAIN – WITH THEIR ERROR IN SENDING THIS BABY GIFT EMAIL TO THOUSANDS OF AMAZON CUSTOMERS
SOME WEREN’T EVEN PARENTS!
THIS WAS AN AUTOMATATION THAT WENT WRONG – SO MAKE SURE YOU CHECK THE DATA FLOWS AND MAKE SURE YOU’VE CHECKED THE SEGMENT GROUPS ARE ACURATE
3. TARGET – AMAZING PREDICTIVE DATA PROCESSES IN PLACE – BUT STILL GOT IT WRONG BY ENDING THE BABY RELATED PRODUCT PUSHES TO THE WRONG PERSON! AWKARD!
THE STARTING POINT IS NOT THE TECHNOLOGY YOU HAVE AVAILABLE – IT HAS TO START WITH THE DATA FIRST
WHAT INFORMATION DO YOU ACTUALLY HAVE ON YOUR CUSTOMER?
WHAT CAN BE INFERRED FROM THAT DATA?
HOW COULD YOU ACTUALLY USE IT TO COMPLEMENT THEIR EXPERIUENCE WITH YOU ANDYOUR BRAND?
BEFORE ANYTHING – THIS IS WHAT I DO WITH MY OWN CLIENTS. WE SIT DOWN AND WE PLAN FIRST.
WE GET ALL OUR DUCKS IN A ROW BEFORE WE EMBARK ON FINDING THE RIGHT TOOLS TO SUPPORT THOSE STRATEGIES AND SOLVING CUSTOMER NEEDS.
WE GAIN INSIGHT INTO THE AUDIENCE. TRY TO UNDERSTAND THE PURPOSE BEHIND THEIR WEB VISIT.
USE WEB ANALYTICS. USE THIRD PARTY PROFILE DATA WHERE POSSIBLE. BEHAVIOURAL DATA.
CUSTOMER PREFERENCES. EVENT DATA. TRANSACTIONAL DATA.
LETS HAVE A LOOK AT WHAT MAKES PERSONALISATION GREAT.
CONTEXTUAL RELAVANCE IS KEY
IT SUPPORTS THE GOAL OR THE PURPOSE BEHIND THE CUSTOMERS VISIT OR ENGAGEMENT EXPERIENCE.
WE HAVE TO CONSIDER INDIVIDUAL ENGAGEMENT AS PART OF THE WIDER CUSTOMER JOURNEY
DON’T JUST RELY ON PAST TRANSACTIONS TO PREDICT FUTURE PREFERENCE.
GO THROUGH THE EXERCISE OF MAPPING OUT YOUR CUSTOMER JOURNEY AND THEIR CURRENT EXPERIENCE WITH THE BRAND – ACROSS ALL CHANNELS
FILL THE GAPS AND AUTOMATE THOSE JOURNEYS
YOU HAVE TO UNDERSTAND YOUR CUSTOMERS FIRST. I GET MY CLIENTS TO BUILD PERSONAS. WHEN YOU INDIVIDUALISE WHAT YOUR CUSTOMERS COULD ACTUALLY LOOK LIKE, GIVING THEM A PROFILE AND A NAME, PUTS MARKETERS IN THE CUSTOMERS SHOES.
THIS WILL HELP YOU FIGURE OUT WHAT DRIVES THEIR DECISION TO BUY.
USE TRANSACTIONAL DATA, BUT ALONG SIDE BEHAVIOURAL SIGNALS.
WHY ARE THEY BUYING? FAMILY, IMPULSE, NECESSITY, ASPIRATIONAL REASONS?
ASK QUESTIONS! DON’T BE AFRAID TO ASK YOUR CUSTOMERS WHAT THEY NEED AND WHY THEY’RE BUYING.
GET THEIR PREFERENCES – THEY WANT YOU TO ASK THEM BECAUSE DONE THE RIGHT WAY, THEY’LL SEE THE BENEFIT AND THE VALUE YOU CAN GIVE THEM IN RETURN.
GIVE THEM OPPORTUNITIES TO DO THIS – INVITE CUSTOMER TO CREATE WISHLISTS.
GET CREATIVE IN YOUR DATA COLLECTION METHODS.
NO NEED FOR LONG WINDED FORMS – QUICK CHECKBOXES DURING VARIOUS STAGES OF THEIR LIFECYCLE IS FAR MORE SUCCESSFUL AND RELEVANT.
Image personalisation
MAKE SURE THAT WHEN YOU DO PERSONALISE – ITS SEAMLESS
IT SHOULD NEVER BE A SURPRISE
THAT CUSTOMER LIFE CYCLE FLOW THAT YOU MAPPED OUT – FIND THE BEST PLACES WHERE YOU CAN USE PERSONALISATION SEAMLESSLY
BLEND IN WITH THE OVERALL EXPERIENCE FOR THE CUSTOMER.
MAKE SURE IT DOESN’T INTERRUPT THEIR JOURNEY BUT RATHER ENHANCES IT AND SUPPORTS THEM THROUGH IT.
BEING ABLE TO BE SEAMLESS MEANS WE NEED TO STITCH TOGETHER INTERACTIONS ACROSS VARIOUS TOUCH POINTS.
THIS IS KEY.
I KNOW FROM SPEAKING TO VARIOUS MARKETING TEAMS THAT A BIG CHALLENGE IS DATA INTEGRATION.
STATS SHOW 43% OF MARKETERS AGREE.
KNOWING WHERE TO FOCUS EFFORTS IS THE NEXT BIGGEST CHALLENGE – 35% OF MARKETERS FEELING THAT WAY (AND THAT’S A GROWING STAT)
TO BE SEAMLESS – WE ALSO HAVE TO BE TRANSPARENT WITH THE CUSTOMER
SHOW THEM THE VALUE OF WHY THEY SHOULD GIVE YOU THEIR DATA.
HOW DO YOU DO THAT? ONE WAY IS TO DIRECT THEM, USING DATA YOU ALREADY HAVE ON THEM.
IN THIS EXAMPLE HERE, YOU CAN PERSONALISE THE NAVIGATION BAR – PERHAPS THIS IS AN UNKNOWN VISITOR TO THE SITE OR A CUSTOMER YOU WANT TO REWARD WITH AN OFFER.
OFFER RECOMMENDATIONS BASED ON WHAT THEY HAVE PREVIOUSLY PURCHASED TO COMPLIMENT THE PRODUCTS THEY ALREADY HAVE.
CREATE A STORY! IF THEY HAVE ALREADY PURCHASED A PAIR OF BOOTS IN THE LAST 30 DAYS, ITS UNLIKELY THEY WANT MORE BOOTS, SO WHAT ELSE CAN YOU OFFER THEM?
SUCCESSFUL PERSONALISATION IS ALL ABOUT BEING ABLE TO REACT TO A CUSTOMERS BEHAVIOUR.
AND THEY KEY – IS THAT YOU REACTING IN A TIMELY MANNER.
SOME TACTICS REQUIRE REAL TIME, OTHERS REQUIRE DATA INSIGHT TO PREDICT BEHAVIOURS SO YOU CAN SET TRIGGERS UP FOR OPTIMAL ENGAGEMENT PERIODS.
COMING BACK TO OUR PERSONAS.
THERE ARE TWO PARTS TO CREATING PERSONAS.
WHO THEY ARE
THEN WHO DOES WHAT / WHEN / AND WHY
AS AN EXAMPLE – THIS IS HOW YOU CAN USE BEHAVIOURAL DATA TO IMPLEMENT DIFFERENT TACTICS TO EACH SEGMENT GROUP OF CUSTOMERS
IT GIVES YOU FLEXIBILITY AND POWER TO IMPROVE ENGAGEMENT IN THE AREAS YOU HAVE FOUND TO BE A CHALLENGE.
YOU CAN APPLY THESE TYPES OF TACTICS TO EACH SEGMENT GROUP AT EVERY STAGE OF THEIR LIFECYCLE.
REAL TIME IS KEY TO CONVERSION.
WINNING THE CUSTOMER OVER BEFORE ITS TOO LATE.
CART ABANDONMENT FOR EXAMPLE
REPLENISHMENT CAMPAIGNS
BE DYNAMIC
PERSONALISATION IS ALSO ABOUT CONSIDERING THE ENVIRONMENT AROUND US
THE WEATHER IS AN OBVIOUS ONE!
WE SAW THAT THIS SUMMER.
I HAD CUSTOMERS REPORTING INCREASE IN ONLINE SALES OVER IN STORE SALES BECAUSE THEY WANTED QUICK NEXT DAY DELIVERIES.
REALLY SIMPLE BUT SUPER EFFECTIVE EXAMPLE HERE FROM VERY.
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I’VE ELUDED TO THIS ALREADY – BUT BEING TRANSPARENT IS KEY
ESPECIALLY NOW POST GDPR
SET CLEAR EXPECTATIONS AND YOU WILL SEE AN INCREASE IN ENGAGEMENT IN DATA CAPTURE
IF CUSTOMERS UNDERSTAND WHY – THEY WILL PARTICIPATE
EXPLAIN WHY YOU ARE CAPTURING DATA / WHAT YOU PLAN TO DO WITH IT / WHAT IS THE BENEFIT TO THE CUSTOMER
STATS
MAKE SURE YOU’RE IMPLEMENTING THE NECESSARY TACTICS TO HELP YOUR CUSTOMERS CONTROL THEIR DATA
THE KEY FOR ME IS THAT YOU NEED TO SEE THIS AS A VALUE EXCHANGE.
IF I GIVE YOU MY DATA WHAT WILL YOU GIVE ME IN RETURN?
USE ALL YOUR CUSTOMER DATA TO MAKE THEIR EXPERIENCE WITH YOUR EMAILS & WEBSITE VALUABLE TO THEM.
SO LETS HAVE A LOOK AT SOME PERSONALISATION EXAMPLES DONE WELL
WHEN THE CUSTOMER VISITS THE WEBSITE, THEY’LL ALSO SEE A RECOMMENDED FOR YOU BLOCK OF CONTENT, AGAIN CREATING A SEAMLESS EXPERIENCE IN BOTH CHANNELS.
HOPEFULLY I HAVE SHARED WITH YOU TODAY HOW PERSONALISATION CAN BE BENEFICIAL TO THE BOTTOM LINE.
BUSINESSES ARE SET TO SEE AN INCREASE OF 15% IN PROFITS BY USING PERSONALISATION TECHNOLOGY (ACCORIDNG TO A GARTNER RESEARCH)
TAKE THE TIME TO DO IT RIGHT –AVOID THOSE MISTAKES.
PLAN FIRST. THEN LOOK AT TECHNOLOGY.
WHAT IS THE PROBLEM THAT YOU ARE TRYING TO SOLVE?
HOW CAN YOU ENHANCE YOUR CUSTOMERS EXPERIENCE.
START SIMPLE – LEARN – AND THEN GROW AND ADVANCE YOUR PLANS.
AND ALWAYS BE TESTING.
IT’S A CYCLICAL PROCESS. TEST AND LEARN AND IMPLEMENT AND LEARN AGAIN AND THEN CHANGE AND THEN TEST AGAIN.