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.

1. PROPRIETARY AND CONFIDENTIAL
The Secrets of Winning Empowered
Customers with 1:1 Engagement
Harsh Jawharkar
VP of Marketing
Kurt Heinemann
CMO
W E B I N A R

2. PROPRIETARY AND CONFIDENTIAL
UNIFIED 1:1
ENGAGEMENT

3. DIGITAL
CUSTOMER
ENGAGEMENT
EVOLUTION

4. POPULARITY
BASED
DIGITAL CUSTOMER
ENGAGEMENT EVOLUTION:
POPULARITY BASED
• Generic/One Size Fits All
• Limits customer choice/minimizes long tail exposure
• Product focused not person focused

5. SEGMENT
BASED
DIGITAL CUSTOMER
ENGAGEMENT EVOLUTION:
SEGMENT BASED
• Stereotyping/
Persona based
• Labor intensive
• Wrong more often
than right
POPULARITY
BASED

6. INDIVIDUALLY
BASED
AGE OF
INDIVIDUALIZATION
SEGMENT
BASED
POPULARITY
BASED
• Profile based
• Self learning
• Understands individual
preferences and intent

7. DIGITAL CUSTOMER
ENGAGEMENT EVOLUTION:
THE GAP
RETAIL SPACE
TODAY
TECHNOLOGY
CUSTOMERS
INDIVIDUALLY BASEDSEGMENT BASEDPOPULARITY BASED

8. R E L E V A N C E
DISJOINTED CUSTOMER JOURNEY
Landing Page
Segmented
PDP
Most Popular
Category
Static
Email
Generic
Search
Most Popular

9. INDIVIDUALIZED ENGAGEMENT

10. INDIVIDUALIZED ENGAGEMENT

11. INDIVIDUALIZED ENGAGEMENT

12. 3 CRITERIA
CRITICAL TO
UNIFIED 1:1
ENGAGEMENT

13. 1
Customers are identified as a
segment of one and their shopping
behavior, preferences and intent
are captured in individual profiles.
3 CRITERIA TO UNIFIED
INDIVIDUALIZED ENGAGEMENT

14. 2
Data is processed in real time
to create a moment to moment
engagement that responds to
every new customer action.
3 CRITERIA TO UNIFIED
INDIVIDUALIZED ENGAGEMENT

15. 3
Individualized experiences
are delivered consistently
across all touch points.
3 CRITERIA TO UNIFIED
INDIVIDUALIZED ENGAGEMENT

16. UNIFIED 1:1 ENGAGEMENT JOURNEY
CategoryLanding Page PDP Search
Email

17. 1:1 POST
PURCHASE
COMMUNICATION

18. Confidential Narvar Inc. 2017
Why does 1:1 post-purchase communication matter?
1) Instill Consumer Confidence:
Customers want to know they’re making a smart purchase decision.
2) Take Advantage of Anticipation:
Customers want to know where their orders are and when they’ll arrive.
3) Stay Ahead of Delivery Disturbances:
Customers want to know if there is a delay, a package is undeliverable,
or any other disruption occurs.
4) Calm The Anxiety Around Returns:
Customers want to know when you’ve received their
returned order—and when they’ll receive their refund.
By communicating effectively at every touchpoint, from purchase to returns,
you’ll inspire more trust and keep customers coming back.

19. Confidential Narvar Inc. 2017
1. Set the right expectations around deliveries and return/exchange policies up front.
● Nobody likes guessing games, especially
when they’re spending money.
● 69% of consumers abandon shopping
carts online.
● 60% are more likely to choose a retailer that
tells them the exact date a package will
arrive.
● 49% check a return policy before completing
an online purchase.

20. Confidential Narvar Inc. 2017
If shoppers feel they can trust
your brand,
they’re more likely
to choose you.
What retailers can do:
● Surface a clear EDD (estimated delivery date)
at checkout.
● Ensure your return policy is easy to find, read,
and understand on your site.

21. Confidential Narvar Inc. 2017
2. Send the right information at the right time, through the right channels.
● Consumers want to be kept in the loop!
● They visit tracking pages over 3 times per order.
● 73% say order tracking messages are very important.
● 98% say they feel better about a company if they’re
notified immediately when something goes wrong.
● 38% want to hear from retailers in multiple ways.

22. Confidential Narvar Inc. 2017
And keep in mind...
70% of consumers currently use or plan to use a voice-activated device for online shopping.

23. Confidential Narvar Inc. 2017
What retailers can do:
● Keep customers in a branded tracking
experience that offers up-to-date delivery
information.
● Let customers opt-in to receive updates through
a variety of channels.
● Connect order and carrier data sources and
send timely, accurate messages about delivery
disruptions.
● Keep an eye on how the rise of voice-activated
technology is impacting the way consumers
shop.

24. Confidential Narvar Inc. 2017
3. Returns are the new normal — craft a returns communication plan with that in mind.
● Ecommerce returns are still a huge pain point for both retailers and consumers.
● 40% of consumers are ‘bracketing’ purchases.
● 21% say it’s frustrating to check on the status of their return.
● 95% say a good returns process would make them a repeat customer.

25. Confidential Narvar Inc. 2017
What retailers can do:
● Implement a self-serve online
returns process so you and your
customer have visibility into a return.
● Let your customer know that you’re
aware a return has been initiated
and you’re anticipating its arrival.
● Communicate the expected refund
amount upfront.
● Once you’ve received a return,
let your customer know that you’ve
received it, along with when they
can expect to see a refund.

26. Confidential Narvar Inc. 2017
Create a customer-friendly post-purchase comms plan:
1. Conduct a customer journey audit of everything you’re
currently doing to communicate with your customers
across touchpoints.
2. Identify and prioritize the internal process gaps and start
working towards a cross-functional solution.
3. Gather feedback and quantify the impact of proactive
comms across your customer journey.
4. Evangelize the value of proactive communication in
partnership with your customer experience and
communication teams.

27. PROPRIETARY AND CONFIDENTIAL
QUESTIONS
reflektion.com