This document provides a summary of a webinar about transforming the customer experience to increase engagement and drive revenue for retail and ecommerce. The webinar discusses how consumer trends are affecting marketing, how to leverage consumer behavior data, and examples of automated marketing strategies. It also covers cross-channel strategies, a case study of a targeted wedding campaign, and how the Silverpop marketing platform addresses challenges around data silos, personalized content, and real-time execution.
- Amazon launched its marketplace in India in 2013 without any marketing campaigns initially, focusing on selling books and other products.
- It now offers a wide range of products and services on its platform, including fulfillment and advertising services to help sellers. Amazon uses both digital channels like ebooks and physical warehouses to distribute products.
- It has partnerships with companies like Procter & Gamble and Future Group to help reduce costs and expand offerings. Amazon uses both ATL and online promotions to attract customers in India.
For sustaining in market companies have to plan their strategy to cope with current trends & buying behavior of culture rather then following traditional philosophy. For continuous growth one has to plan before & apply in timely manner.
Why It's Time to Invest in eCommerce; A Conversation for Ektron CustomersLuminos Labs
You’ve been on Ektron for years now. But, you know that in order to move the business forward, it’s time to look at an upgrade to have a significant impact on your business.
In this webinar, experts from Episerver and Techromix Solutions take a close look at how an improved eCommerce platform can give you complete control of the online buyer’s experience and make you the new company hero.
Key takeaways include:
The business drivers for ecommerce initiatives
How Episerver is making eCommerce happen for Ektron customers
Get access to a technical diagram that shows how Episerver and Ektron can be integrated saving migration efforts and costs.
View an infographic that determines whether or not your business model is a fit for commerce.
Jeff Bezos founded Amazon with a dominant strategy of offering better selection and lower prices through an online retail model. Amazon's strategy focuses on low cost leadership under Bezos' philosophy of being "the company that works to charge less." The company aims to close service gaps and meet consumer expectations through frameworks that focus on understanding customer needs. Amazon continually pushes delivery capabilities with strategies like one-day delivery and owns logistics networks.
Amazon was founded in 1994 by Jeff Bezos and has grown to become one of the largest online retailers. It utilizes a multi-level e-commerce strategy and virtuous cycle business model to offer customers convenience, wide selection, and competitive pricing. Through customer segmentation, personalized recommendations, and its large product catalog, Amazon provides a synergistic shopping experience that has helped it become a $14 billion retail business.
Amazon entered the Indian market in 2013 and has since expanded its product offerings across 28 categories containing over 15 million products. It utilizes a variety of digital and physical distribution channels to deliver products through its own logistics network and partnerships. Amazon promotes its brand and products through social media, celebrities, emails, TV ads and other methods. While it has grown significantly, Amazon faces challenges from competitors and issues with airlines offloading e-commerce parcels.
- Amazon launched its marketplace in India in 2013 without any marketing campaigns initially, focusing on selling books and other products.
- It now offers a wide range of products and services on its platform, including fulfillment and advertising services to help sellers. Amazon uses both digital channels like ebooks and physical warehouses to distribute products.
- It has partnerships with companies like Procter & Gamble and Future Group to help reduce costs and expand offerings. Amazon uses both ATL and online promotions to attract customers in India.
For sustaining in market companies have to plan their strategy to cope with current trends & buying behavior of culture rather then following traditional philosophy. For continuous growth one has to plan before & apply in timely manner.
Why It's Time to Invest in eCommerce; A Conversation for Ektron CustomersLuminos Labs
You’ve been on Ektron for years now. But, you know that in order to move the business forward, it’s time to look at an upgrade to have a significant impact on your business.
In this webinar, experts from Episerver and Techromix Solutions take a close look at how an improved eCommerce platform can give you complete control of the online buyer’s experience and make you the new company hero.
Key takeaways include:
The business drivers for ecommerce initiatives
How Episerver is making eCommerce happen for Ektron customers
Get access to a technical diagram that shows how Episerver and Ektron can be integrated saving migration efforts and costs.
View an infographic that determines whether or not your business model is a fit for commerce.
Jeff Bezos founded Amazon with a dominant strategy of offering better selection and lower prices through an online retail model. Amazon's strategy focuses on low cost leadership under Bezos' philosophy of being "the company that works to charge less." The company aims to close service gaps and meet consumer expectations through frameworks that focus on understanding customer needs. Amazon continually pushes delivery capabilities with strategies like one-day delivery and owns logistics networks.
Amazon was founded in 1994 by Jeff Bezos and has grown to become one of the largest online retailers. It utilizes a multi-level e-commerce strategy and virtuous cycle business model to offer customers convenience, wide selection, and competitive pricing. Through customer segmentation, personalized recommendations, and its large product catalog, Amazon provides a synergistic shopping experience that has helped it become a $14 billion retail business.
Amazon entered the Indian market in 2013 and has since expanded its product offerings across 28 categories containing over 15 million products. It utilizes a variety of digital and physical distribution channels to deliver products through its own logistics network and partnerships. Amazon promotes its brand and products through social media, celebrities, emails, TV ads and other methods. While it has grown significantly, Amazon faces challenges from competitors and issues with airlines offloading e-commerce parcels.
Amazon is looking to enter the Indian market. It currently has a presence in 3 Indian cities. Its vision is to be the most customer-centric company and provide the best online shopping experience. Entering the Indian market poses some ethical issues around stakeholders like suppliers, customers, employees, competitors, and society. Amazon will need strong logistics, product diversification, and innovation to compete with established Indian e-commerce leader Flipkart and gain market share in India. A SWOT and competitive analysis was conducted to evaluate Amazon's strategy for entering the Indian market.
IBM Private Digital Commerce (former Online Commerce): conductins business on...Farid Djaouani
About twenty years ago, IBM embarked upon a transformation process that would ultimately reenergize our brand and our business. That transformation began when the company made the critical decision to refocus the entire organization – every function, every product, every investment -- around a single design point: our clients.
This document compares and contrasts the business models of Flipkart and Amazon.
Flipkart was founded in 2007 in Bangalore, India and initially started as an online book retailer. It later transitioned to a marketplace model in 2013. It generates revenue through website portal fees, seller listing fees, logistics, digital media, and acquisitions like Myntra.
Amazon was founded in 1994 and is based in Seattle. It evolved into an ecosystem with multiple independent revenue streams through both direct retail and a marketplace. It has many subsidiaries including Amazon Web Services, Amazon Prime, and product lines like Kindle and Fire that expanded its offerings.
Both companies operate marketplaces that allow third-party sellers to
E-Commerce Models and Web 2.0 in Supply ChainArgha Ray
The document provides an analysis of the operations models of Amazon and Walmart. It discusses the evolution of Amazon from an online bookstore to expanding into multiple product categories and countries. It describes Amazon's business models as a seller, intermediary, and ecommerce service provider. It also outlines Amazon's inventory network and strategies used in different countries. For Walmart, it discusses the company's supply chain network components and traditional vs internet retail supply chain structures. It then analyzes key aspects of both companies' operations models including sourcing and procurement, production, planning and distribution, logistics, inventory management, and fulfillment and customer service. [END SUMMARY]
The document provides an overview of Amazon's business model. It describes Amazon's mission, vision, values and core strategies. It outlines Amazon's three customer sets and how it captures attention through its website. It then details the evolution of Amazon's business model, including its expansion into ebooks/Kindle, diversification of revenue streams, and geographical growth. The document also examines Amazon's sales breakdown and international expansion. It concludes that Amazon has grown significantly by logically expanding its resources and channels.
The Seattle based e-commerce company which was founded in 1994 came in India in 2013. They registered the domain name Amazon.in on June 5th 2013. The global E-comm leader entered our market when homegrown players like Flipkart & Snapdeal had already set up shop. Most pundits said that Amazon would have to start from scratch however; Amazon has fared well by effectively using the cards they had been dealt with. Let’s check out some actions which helped Amazon in its journey in India to surpass the local competition.
In this presentation, we are outlining some of the innovations that amazon is bringing in the eCommerce industry. If Amazon is successful in implementing these innovation, we will bring drastic change in the world of eCommerce, supply chain and logistics.
Amazon's vision is to be the most customer-centric company and offer low prices across a wide selection of products. The company pursued an aggressive growth strategy by investing heavily and expanding into new product categories and businesses. Amazon has seen strong international growth and now generates nearly half of its sales outside of North America.
The document provides information about Amazon.com Inc. It discusses that Amazon started as an online bookstore and has now diversified into selling various products like DVDs, electronics, consumer products, etc. It operates retail websites in 14 countries and has separate websites for countries like the US, UK, India, etc. In India, Amazon sells products across various categories and has partnered with companies like Aditya Birla to expand its fashion offerings. The document also discusses Amazon's market share in India and UK, its distribution channels both digital and physical, inventory management, competitors in India and does a SWOT analysis of Amazon.
The document discusses the growth of e-commerce and issues for retailers. It notes that while e-commerce was initially seen as superior to traditional retail, larger retailers have found success through multichannel strategies that integrate online and physical stores. This allows them to leverage complementary assets across channels and provide synergies like expanded selection and convenient services. Emerging technologies may further strengthen these multichannel approaches.
Ecommerce, also known as electronic commerce or internet commerce, refers to the buying and selling of goods or services using the internet, and the transfer of money and data to execute these transactions.
The e-commerce market in India is growing rapidly, with the number of internet users projected to reach 100 million by the end of 2011. The value of the Indian e-commerce market is approaching Rs. 46,000 crore with a yearly growth rate of 70%. Major companies like Walmart and Amazon are making moves into the Indian e-commerce space, which could significantly disrupt the existing market. Having an online presence and e-commerce website is becoming increasingly important for businesses to reach customers. Key considerations for businesses include whether their customers and competitors are online and if their products or services can be sold over the internet.
E-tailing refers to the selling of retail goods online. It allows companies to sell products to customers virtually without needing a physical storefront. E-tailing has grown significantly in recent years and enabled the development of software tools to help companies create online catalogs and manage the online sales process. Some benefits of e-tailing include reducing business costs and space needs while increasing accessibility of products to customers. However, e-tailing also lacks some of the experiential and sensory aspects of in-person shopping.
A beginners guide to ecommerce in fashion retail. This aims to highlight the key areas that must be considered when designing, building and marketing an ecommerce website.
SingleFeed Partners with mShopper to help merchants expand into mobile commerce. mShopper provides a turn-key solution for merchants to create mobile storefronts and drive sales on smartphones. It offers features like hot deals, shopping cart integration, and analytics to measure mobile performance. SingleFeed customers can receive mShopper's feed integration for free to begin syncing product data and taking advantage of the mobile opportunity.
eCommerce refers to the buying and selling of goods and services over electronic systems like the internet. The eCommerce industry in India is valued at $12.5 billion and is growing at 85% annually. By 2020, eCommerce is expected to contribute 4% to India's GDP and generate 1.5 million jobs. The main drivers of eCommerce in India are discounts, cashbacks and deals that attract young online shoppers aged 18-35 to purchase clothing, accessories and electronics. As mobile internet usage increases, mCommerce through smartphones is emerging as an important aspect of eCommerce in India.
Customer Analytics Strategy and ApplicationSameer Khan
The commerce landscape has changed drastically since 2003. And, since the Internet gave birth to e-commerce sites and social media, now more than ever, customers expect businesses to go the extra mile to maintain their preferences. With competitors just a click away, understanding customer behavior and improving customer experience has never been more critical. Reducing customer struggle is no easy feat, especially because each customer faces a deluge of different decisions
on a multitude of platforms.
Today’s empowered consumer expects a connected, personalised, and frictionless experience throughout their shopping journey. Understanding the consumer's style, network, influencers and aspirations, in addition to just knowing what they buy, why they buy, and even why they choose not to buy, are factors that are becoming ever more vital to the success of a retailer. James Lovell, IBM Retail Commerce Lead, will share latest insights and recommendations on how IBM are creating industry leading customer experiences in a digital era.
How to Market to, Sell and Service the Connected Consumer and Grow Your Busin...asTech
Frank Terlep has over 32 years of experience in the auto body and repair industry. He discusses how the industry has changed with larger consolidations, more complex vehicles, and insurers wanting more control over the repair process. Today's connected consumer expects an experience, education on repairs, status updates, qualified technicians, and price transparency. However, many shops do not focus their marketing budget and activities on connected consumers. Frank recommends implementing tools like branded email, text, social media, customer databases, mobile apps, websites, digital signage, and more to better engage and serve today's connected consumer. Everything should be measured to improve performance and sales.
Amazon is looking to enter the Indian market. It currently has a presence in 3 Indian cities. Its vision is to be the most customer-centric company and provide the best online shopping experience. Entering the Indian market poses some ethical issues around stakeholders like suppliers, customers, employees, competitors, and society. Amazon will need strong logistics, product diversification, and innovation to compete with established Indian e-commerce leader Flipkart and gain market share in India. A SWOT and competitive analysis was conducted to evaluate Amazon's strategy for entering the Indian market.
IBM Private Digital Commerce (former Online Commerce): conductins business on...Farid Djaouani
About twenty years ago, IBM embarked upon a transformation process that would ultimately reenergize our brand and our business. That transformation began when the company made the critical decision to refocus the entire organization – every function, every product, every investment -- around a single design point: our clients.
This document compares and contrasts the business models of Flipkart and Amazon.
Flipkart was founded in 2007 in Bangalore, India and initially started as an online book retailer. It later transitioned to a marketplace model in 2013. It generates revenue through website portal fees, seller listing fees, logistics, digital media, and acquisitions like Myntra.
Amazon was founded in 1994 and is based in Seattle. It evolved into an ecosystem with multiple independent revenue streams through both direct retail and a marketplace. It has many subsidiaries including Amazon Web Services, Amazon Prime, and product lines like Kindle and Fire that expanded its offerings.
Both companies operate marketplaces that allow third-party sellers to
E-Commerce Models and Web 2.0 in Supply ChainArgha Ray
The document provides an analysis of the operations models of Amazon and Walmart. It discusses the evolution of Amazon from an online bookstore to expanding into multiple product categories and countries. It describes Amazon's business models as a seller, intermediary, and ecommerce service provider. It also outlines Amazon's inventory network and strategies used in different countries. For Walmart, it discusses the company's supply chain network components and traditional vs internet retail supply chain structures. It then analyzes key aspects of both companies' operations models including sourcing and procurement, production, planning and distribution, logistics, inventory management, and fulfillment and customer service. [END SUMMARY]
The document provides an overview of Amazon's business model. It describes Amazon's mission, vision, values and core strategies. It outlines Amazon's three customer sets and how it captures attention through its website. It then details the evolution of Amazon's business model, including its expansion into ebooks/Kindle, diversification of revenue streams, and geographical growth. The document also examines Amazon's sales breakdown and international expansion. It concludes that Amazon has grown significantly by logically expanding its resources and channels.
The Seattle based e-commerce company which was founded in 1994 came in India in 2013. They registered the domain name Amazon.in on June 5th 2013. The global E-comm leader entered our market when homegrown players like Flipkart & Snapdeal had already set up shop. Most pundits said that Amazon would have to start from scratch however; Amazon has fared well by effectively using the cards they had been dealt with. Let’s check out some actions which helped Amazon in its journey in India to surpass the local competition.
In this presentation, we are outlining some of the innovations that amazon is bringing in the eCommerce industry. If Amazon is successful in implementing these innovation, we will bring drastic change in the world of eCommerce, supply chain and logistics.
Amazon's vision is to be the most customer-centric company and offer low prices across a wide selection of products. The company pursued an aggressive growth strategy by investing heavily and expanding into new product categories and businesses. Amazon has seen strong international growth and now generates nearly half of its sales outside of North America.
The document provides information about Amazon.com Inc. It discusses that Amazon started as an online bookstore and has now diversified into selling various products like DVDs, electronics, consumer products, etc. It operates retail websites in 14 countries and has separate websites for countries like the US, UK, India, etc. In India, Amazon sells products across various categories and has partnered with companies like Aditya Birla to expand its fashion offerings. The document also discusses Amazon's market share in India and UK, its distribution channels both digital and physical, inventory management, competitors in India and does a SWOT analysis of Amazon.
The document discusses the growth of e-commerce and issues for retailers. It notes that while e-commerce was initially seen as superior to traditional retail, larger retailers have found success through multichannel strategies that integrate online and physical stores. This allows them to leverage complementary assets across channels and provide synergies like expanded selection and convenient services. Emerging technologies may further strengthen these multichannel approaches.
Ecommerce, also known as electronic commerce or internet commerce, refers to the buying and selling of goods or services using the internet, and the transfer of money and data to execute these transactions.
The e-commerce market in India is growing rapidly, with the number of internet users projected to reach 100 million by the end of 2011. The value of the Indian e-commerce market is approaching Rs. 46,000 crore with a yearly growth rate of 70%. Major companies like Walmart and Amazon are making moves into the Indian e-commerce space, which could significantly disrupt the existing market. Having an online presence and e-commerce website is becoming increasingly important for businesses to reach customers. Key considerations for businesses include whether their customers and competitors are online and if their products or services can be sold over the internet.
E-tailing refers to the selling of retail goods online. It allows companies to sell products to customers virtually without needing a physical storefront. E-tailing has grown significantly in recent years and enabled the development of software tools to help companies create online catalogs and manage the online sales process. Some benefits of e-tailing include reducing business costs and space needs while increasing accessibility of products to customers. However, e-tailing also lacks some of the experiential and sensory aspects of in-person shopping.
A beginners guide to ecommerce in fashion retail. This aims to highlight the key areas that must be considered when designing, building and marketing an ecommerce website.
SingleFeed Partners with mShopper to help merchants expand into mobile commerce. mShopper provides a turn-key solution for merchants to create mobile storefronts and drive sales on smartphones. It offers features like hot deals, shopping cart integration, and analytics to measure mobile performance. SingleFeed customers can receive mShopper's feed integration for free to begin syncing product data and taking advantage of the mobile opportunity.
eCommerce refers to the buying and selling of goods and services over electronic systems like the internet. The eCommerce industry in India is valued at $12.5 billion and is growing at 85% annually. By 2020, eCommerce is expected to contribute 4% to India's GDP and generate 1.5 million jobs. The main drivers of eCommerce in India are discounts, cashbacks and deals that attract young online shoppers aged 18-35 to purchase clothing, accessories and electronics. As mobile internet usage increases, mCommerce through smartphones is emerging as an important aspect of eCommerce in India.
Customer Analytics Strategy and ApplicationSameer Khan
The commerce landscape has changed drastically since 2003. And, since the Internet gave birth to e-commerce sites and social media, now more than ever, customers expect businesses to go the extra mile to maintain their preferences. With competitors just a click away, understanding customer behavior and improving customer experience has never been more critical. Reducing customer struggle is no easy feat, especially because each customer faces a deluge of different decisions
on a multitude of platforms.
Today’s empowered consumer expects a connected, personalised, and frictionless experience throughout their shopping journey. Understanding the consumer's style, network, influencers and aspirations, in addition to just knowing what they buy, why they buy, and even why they choose not to buy, are factors that are becoming ever more vital to the success of a retailer. James Lovell, IBM Retail Commerce Lead, will share latest insights and recommendations on how IBM are creating industry leading customer experiences in a digital era.
How to Market to, Sell and Service the Connected Consumer and Grow Your Busin...asTech
Frank Terlep has over 32 years of experience in the auto body and repair industry. He discusses how the industry has changed with larger consolidations, more complex vehicles, and insurers wanting more control over the repair process. Today's connected consumer expects an experience, education on repairs, status updates, qualified technicians, and price transparency. However, many shops do not focus their marketing budget and activities on connected consumers. Frank recommends implementing tools like branded email, text, social media, customer databases, mobile apps, websites, digital signage, and more to better engage and serve today's connected consumer. Everything should be measured to improve performance and sales.
The document discusses various e-commerce business models and strategies for a successful online business. It outlines business-to-business, business-to-consumer, consumer-to-consumer, and other models. It also describes 12 strategies for e-commerce success, including creating engaging content, offering subscriptions, optimizing product descriptions, and providing excellent customer service. Key factors for a successful online store are also covered, such as having a memorable brand, user-friendly design, search engine optimization, and multiple payment options.
The document discusses how companies can better understand customer behavior online through web analytics and engagement tools to improve e-commerce sales. It emphasizes understanding how visitors arrive and interact with websites, identifying areas for optimization, and engaging customers through two-way interactions like live chat to improve conversion rates and loyalty. Web analytics and live visitor tracking provide insights into visitor paths and trends to guide customers through their online journey more effectively.
Stepping Up To Consumer Expectations: The Imperative For Customer-Centric Mar...G3 Communications
Join us for this 45-minute webinar, in which we will share insights on what is really working in 2013 — based on campaign performance data from hundreds of retailers and behavioral analysis spanning 250 million consumer profiles.
Marketing to the Price-Conscious Multi-Channel ShopperFluent, Inc
Shoppers are increasingly price conscious and take advantage of offers across channels like email and mobile. Marketers need to track customers' full journeys across channels to understand marketing ROI and optimize spending. Having a unified view of customer interactions and spending allows companies to improve customer lifetime value by providing personalized experiences. Data-driven marketing requires measuring three key stages: attribution to understand which channels influence purchases, optimization to see which channels customers use prior to buying, and tracking the complete customer journey.
How to use Insightful Data to Increase the Customer Lifetime ValueEmarsys
Reaching your customers at multiple touch points throughout their customer journey significantly increases customer engagement and therefore the customer lifetime value. In this presentation we highlight the business benefits of collating and analysing digital data to produce actionable intelligence.
Our first Leeds Online Seller Meetup held on 7th April in Leeds Beckett University was really successful. We had attendance of 20 online
businesses and a representative from local chamber of commerce. There was an interesting mix of businesses selling fancy clothes, books to kitchen doors.
Maximize the Moment with Real-Time EngagementErin Jaeger
It's no secret that the best marketers deliver personalized, dynamic content to their customers in real time. How can your brand start on the real-time path? I delivered this presentation at IBM Connect in Orlando, Florida, in January 2013. It lays out five questions to ask when laying the foundations for a real-time marketing strategy.
130522 ibm heyerdal fremtidens handleopplevelseNils Kristensen
This document discusses using analytics to improve customer experiences and loyalty. It provides an overview of IBM's solutions for smarter commerce, including cross-channel selling, customer analytics, and supply chain management. It emphasizes focusing on customers and social media, and highlights how predictive analytics can help organizations anticipate needs, make smarter decisions, and gain a competitive advantage over those who do not use analytics.
SEND15 | The Customer Journey in a Digital World: One customer. Many journeys...Contactlab
Intervento di Ivano Fossati - Director Business Development EMEA CoE SAP Hybris - nella breakout Drive Customers to your Brand | SEND15, secondo Open Summit di ContactLab
SERIES RECAP: As you start planning for 2015, it’s more important than ever to develop real relationships with your customers—creating customer journeys like never before. Over the past 5 months, we hope you were inspired to make the most out of every customer interaction of the customer lifecycle by creating personalized, cross-channel customer journey that will deliver an exceptional brand experience! On December 4th, join Joel Book as he recaps the webinar series and delivers the top 5 things you need to keep in mind when planning for a successful new year.
Speakers: Joel Book, Principal, Marketing Insights, ExactTarget Marketing Cloud
The document summarizes key findings from voice of customer (VoC) research and outlines action items for transforming digital customer engagement at MassMutual Retirement Services. The research identified 5 requirements for improving customer experiences: 1) understand how customers define experiences, 2) engagement is now more important than satisfaction, 3) rethink engagement through reciprocity of value, 4) provide truly personalized experiences, and 5) improve multichannel experiences. MassMutual conducted VoC research with consumers and business partners to identify opportunities to better engage customers across digital and multichannel interactions. The summary outlines 12 action items to transform multichannel engagement based on the research findings.
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
Managing the Virtual Dealership. Customer Experience is Everything.3 Birds Marketing LLC
This document discusses how digital technologies are disrupting traditional businesses and the automotive industry. It emphasizes that maintaining a positive online presence through search engine optimization, website optimization, social media, and reputation management is now critical for car dealerships. The document provides examples of companies that failed to adapt to digital changes and highlights the importance of embracing changing consumer behaviors such as independent online research. It stresses that dealerships should focus on building trust and value through an integrated online approach in order to attract customers and improve sales.
Loyalty programs are not always successful and profitable. While some programs have enhanced the customer experience and brand differentiation, not all customers perceive rewards as making a meaningful difference in their purchasing decisions. Additionally, only around half of customers have serious intentions to repurchase from brands they accumulate points with. For loyalty programs to be truly effective and profitable, companies need to have a clear customer-centric strategy backed by processes that deliver tangible value to both customers and the business over the long-term. Simply implementing a program is not enough to create loyalty.
The document discusses how paid marketing can deliver results when done properly by optimizing key metrics like customer acquisition cost (CAC), lifetime value (LTV), and return on ad spend (ROAS). It provides examples of how to drive e-commerce transactions through approaches like analytics-driven acquisition, sampling-driven acquisition, content-driven acquisition, social-driven acquisition, and integrating online and offline channels. The document emphasizes the importance of understanding customer behavior and optimizing the user experience and lifecycle to increase engagement and retention.
New Retail Day'14 - 6. maj 2014 - Bill Gillespie, IBM HusetMarkedsforing
The document discusses how empowered customers and new technologies are disrupting retail. It highlights how customers now research and shop across multiple channels and expect personalized, seamless experiences from retailers. Amazon is presented as a major disruptor, having invested in areas like same-day delivery, private labels, and customer loyalty programs. The document argues retailers need to focus on active listening, social media engagement, data analysis, and location-based technologies to better understand and serve empowered customers across all channels.
Why Pricing, data & customer segmentation are relevant for insurance (partly ...Jerry J. Stam
Why Pricing, data & customer segmentation are relevant for insurance (partly Dutch). Lessons shared from retailers and how insurers would benefit if they applied (some of) them
Similar to Transforming The Customer - Silverpop (20)
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
This document provides summaries of 20 examples of successful B2B content marketing campaigns. Some key themes that emerged from the campaigns included a focus on creating buyer-focused content, leveraging influencers, measuring ROI, using nurture campaigns, and multi-touch campaigns across channels. Each summary highlights the content goals, metrics of effectiveness, and lessons learned from the campaign. Examples of successful campaigns included those from Microsoft, Lattice Engines, Glassdoor, and Trapit.
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...G3 Communications
Experiential retail through in-store events and classes is an growing trend for retailers. A survey of retailers found that most have held events and classes in the past in order to build their brand, drive revenue, and increase customer engagement. However, planning and executing these experiential activities can be challenging for retailers. Common challenges include budgeting, developing strategies, promotion, and requiring pre-registration. Looking ahead, retailers plan to continue or increase their investments in a variety of event and class types over the next two years as experiential marketing is seen as a way to increase sales, traffic, and customer loyalty.
Building Customer Success With Enhanced Employee EngagementG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1956171/6FBD87FB123A769E1C9499F4CDC6E922
"Successful retailers recognize that their front-line employees are much more than just shelf-stockers and cashiers: they are absolutely critical to creating the kind of unique, memorable customer experiences that differentiate a retail brand. Unless their employees feel that they are an engaged, vital part of the shopping experience, retailers are finding that it’s nearly impossible for them to execute on customer experience (CX) initiatives.
By tapping into the Voice of the Employee (VoE) — which involves collecting, managing and acting on employee feedback — and by linking it to Voice of the Customer (VoC) programs, retailers can get the data they need to enhance employee engagement. And with Millennials and Gen Z employees entering the workforce, their desire for finding connection and purpose at their jobs increases the necessity and value of such programs.
This Retail TouchPoints Connected Consumer Series webinar, sponsored by Medallia, will use real-world retailer examples to explore how VoE and VoC can be successfully linked, and how retailers can use the data and insights generated by these communication initiatives to build employee engagement, enhance the customer experience and boost the bottom line. Additionally, attendees will learn what’s needed to establish a VoE program; what to look for in a partner; and how best to use the information that the program generates to achieve desired business results."
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1959223/858371423C975CB61D19288C605A108C
"The last mile has become a customer experience battleground for retailers, but it’s one that brands can win. While Amazon has raised consumer expectations around delivery speed, what shoppers really want are delivery options tailored to their needs — including self-service options; visibility into where and how their delivery will arrive; and no-hassle resolution when issues do occur. Retailers that focus on last-mile improvements reap benefits such as higher NPS scores, increased AOV and greater customer loyalty.
In this Connected Consumer Series webinar from Retail TouchPoints, sponsored by Convey, attendees will learn how Delivery Experience Management (DEM) provides the single source of last-mile data and tools needed so that retailers can actively manage deliveries efficiently, at scale. Nearly 12% of all shipments encounter some kind of issue, from delays to damaged packages — retailers can either head off problems before they occur, or quickly resolve them to the customer’s satisfaction. With DEM, retailers can ensure customers get their orders how and when they expect, taking intelligent action to correct issues along the way and uphold brand promises.
DEM best practices from retailers including Grove Collaborative, Uncommon Goods and Neiman Marcus will illustrate how retailers can proactively turn around negative shipping experiences, and often avoid them altogether. Expert commentary from a leading industry analyst will identify key last mile challenges and reveal what retailers can do to address them, resulting in efficient transportation, top line growth, and happier customers."
Leveraging Omnichannel Trends for E-Commerce Marketplace SuccessG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1963090/8D083B7B55462D75E842E96A689457C3
"From Amazon opening physical stores to Facebook opening a marketplace, the retail world is changing. Fast. And consumer behavior is the driving force behind much of that change. Brands and retailers have shifted toward “omnichannel” strategies across the retail landscape to target the increasing number of consumer touchpoints as well as the convergence of channels, business models and customer experiences. But e-commerce marketplaces are still a vital part of this changing landscape.
In this webinar, we’ll talk about recent consumer trends and specifically how brands and retailers can leverage e-commerce marketplaces to capitalize on them.
You’ll learn:
• An overview of omnichannel 2.0: Stores, delivery, mobile and voice
• Why marketplaces fit in well with current omnichannel trends
• Which domestic and international marketplaces you should consider
• How to win on marketplaces through more visibility
• And more"
The Store is Media: Reengineering Frontline Teams for the New Age of RetailG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1963727/632C5E2064B82920B10916ACEA80499E
"The physical store is by far the most powerful media channel your brand has - a living, breathing, experiential story about your brand, your values and the things you sell. The new role of stores is not simply to distribute products, but to distribute remarkable and memorable experiences. The question is, who are the people entrusted with bringing your brand story to life? What cultural onboarding, training, skills and tools do your frontline staff need in order to be your stand-out storytellers - the trusted voice and face of your brand.
Join us on April 2 to learn how pioneering brands are reengineering their frontline teams for the new age of retail where the customer is king and experience is everything."
Access the full event here: https://event.on24.com/wcc/r/1828218/4A38B85D06648AB3305659E6CBC56924
This session will provide a blueprint of how top brands are integrating ecommerce, POS and order management to provide seamless a shopping experience across channels. By providing scenarios of real-life shopping journeys, the session would highlight how retail brands are using cloud systems to innovate and keep up with fast-moving market dynamics.
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...G3 Communications
The document describes a customer journey mapping exercise for a beauty retailer. It identifies key stages in the customer journey from discovery to loyalty. For each stage, it outlines typical customer activities both digitally and in-store. It then details the goals, motivations, needs and feelings customers likely experience at each stage. The purpose is to understand the full path to purchase and identify opportunities to improve the customer experience across all touchpoints.
Location Intelligence - A Critical Tool in Retail Performance ManagementG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1816077/DFF9ECD078983862B13E8F3DA3C7144A
Retailers have more data at their disposal than ever before. Every day new sources and types of data become available. It is critical that retailers are able to consume and analyze this data in order to understand the discrete success factors that drive store success. Location Intelligence combined with leading edge data science is how best in class retailers are finding insights they need to drive growth in today’s Unified Commerce environment. Join Gary Sankary from Esri and Joe Whitley from Environics Analytics to learn how advances in GIS technology and DataScience are enabling retailers to create interactive management decision support tools that that drive top line growth and bottom line performance.
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1817452/02D1B9BC132DB9B7D2D14665CC4B815D
The first in a succession of monthly holiday-focused webcasts, this session will help retailers prepare for the holiday shopping season ahead. Stay tuned for related online events in Q4 2018 and the anticipated Holiday Wrap Up in Q1 2019!
It’s the happiest time of the year, but it’s the busiest too, particularly for retailers. Every year, Salesforce analyzes data from 500 million shoppers to develop insights related to shopping behaviors during the holiday season. Last year, shoppers favored mobile to search for and purchase holiday gifts. AI-powered product recommendations demonstrated their value, driving a lift in overall transaction size for digital commerce. And every holiday season brings an element of surprise, such as the growing adoption of mobile combined with physical stores opting out of store hours on Thanksgiving Day or Black Friday.
Tune in to hear about what’s in store for retailers this holiday season and what retailers must do to capture the hearts, minds and wallets of today’s sophisticated shoppers. Listen to Salesforce’s Rick Kenney, Sr. Director, Industry Strategy and Insights and Caila Schwartz, Business Intelligence Senior Analyst, discuss shopper research trends and how to create impactful shopping experiences to set your business up for holiday success.
How to Leverage Funnel Metrics and Attribution Data for Your 2019 PlanningG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1857248/435508AB175DDF720B1F0B902B23DB52
Believe it or not, it’s that time of year again.
Annual planning is a huge undertaking - laying out strategy and tactics to achieve your goals in the new year. But where should you start?
Start with the Full Circle Method: Planning, Achieving, Optimizing, and Evaluating. At the intersection of strategy, planning, and measurement, these four steps will help you study your breakthroughs and busts in 2018 and use those insights to plan for an amazing 2019. Come learn how successful companies have leveraged this data-driven framework to optimize their strategy, powered by funnel metrics and attribution data.
After this session, you will be ready to:
Derive insights from past campaign performance to plan next year’s campaigns
Layout a 4-part strategy to reach your goals
Create a marketing budget to support your 2019 objectives
With these tools, dive into your 2019 planning with confidence - following practical next steps and a proven success strategy.
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...G3 Communications
This document summarizes a presentation on personalized marketing strategies. The presentation discusses how personalization can increase engagement by greeting customers by their first name, but that personalization requires more than just greetings. It provides five examples of personalization: 1) segmenting audiences into smaller lists, 2) using multiple communication channels, 3) tailoring content dynamically, 4) gathering user preferences, and 5) using machine learning. The presentation was given by Katie Staveley from Mautic, who discussed how their marketing automation platform can be used to enable personalized experiences across digital channels.
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...G3 Communications
The document describes the results of a content audit conducted by JLL Corporate Solutions. It outlines a 5-step process: 1) determining objectives and scope, 2) gathering content, 3) establishing criteria and conducting the audit, 4) analyzing results, and 5) developing an action plan. Key findings included that over 50% of Americas content was of high quality, while 70% of EMEA content addressed operational excellence. The audit identified opportunities to improve content alignment with JLL services like the Future of Work framework. Overall, the audit provided a strategic tool to optimize content marketing practices.
Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309
Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.
Accelerate Your Partners' Digital Transformation With Point-Based RewardsG3 Communications
This document summarizes a presentation on using incentive programs to accelerate partners' digital transformation. It discusses assessing the current state of partners' demand generation and skills, aligning incentive programs to partners' sales processes and the buyers' journey, and developing a framework to incentivize key partner activities and behaviors at individual and company levels. The framework involves identifying target activities, tagging them as influencing individuals or companies, selecting appropriate incentive types, applying benchmark incentive rates, and measuring programs. The goal is to use incentives to drive partners' marketing certification, demand creation, opportunity registration, deal closing, and renewals behaviors.
The document discusses the 5 stages of a partner's journey: 1) Awareness, where a partner explores new products, technologies or vendors. 2) Consideration, where a partner evaluates options. 3) Decision, where a partner selects what to move forward with. 4) Experience, where a partner engages in a relationship. 5) Growth, where success is achieved and the partner continues investing in the relationship. It emphasizes that partners have power and build solutions, and that 60% of a solution provider's decisions are made before engaging with a vendor.
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...G3 Communications
Access the full webcast here: https://dg-r.co/2L5QdrM
Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results.
During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...G3 Communications
Access the full webcast here: https://dg-r.co/2uiS82A
Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts.
Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...G3 Communications
Access the full webcast here: https://dg-r.co/2LhxSVI
In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors.
The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss:
* The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and
* The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.
Top 10 Digital Marketing Institute in lucknow.pptxzaireendigitech
Welcome to our ppt on the top 10 digital marketing institutes in Lucknow! If you're looking to enhance your skills in the dynamic field of digital marketing, Lucknow offers several excellent training options. Our curated list highlights the best digital marketing institutes in Lucknow, providing comprehensive courses that cover SEO, social media marketing, PPC, content marketing, and more. These institutes are renowned for their experienced faculty, practical training, and industry-relevant curriculum. Whether you're a beginner or a professional seeking to upgrade your skills, these institutes can help you achieve your career goals in digital marketing.
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
Evaluating the Effectiveness of Women-Focused MarketingHighViz PR
Women centric marketing is a vital part in reaching one of the most influential groups of consumers. Here is a guide to know and measure the impact of women-centric marketing efforts-
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...Higher Education Marketing
Explore our comprehensive slides on the 2024 social media landscape, tailored for educators and marketing professionals in the field of education. With more than 5 billion social media users worldwide and an average individual engagement across as many as seven platforms monthly, understanding these dynamics is crucial for effective educational outreach. Our slides delve into the pivotal trends and strategic adaptations necessary for thriving in this digital arena. Don't miss this opportunity to enhance your strategies with our expert insights.
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Facebook Marketing Strategy with SNJ Global Services.pptxsarfrazkhanm47
Explore the potential of Facebook marketing with SNJ Global Services. We specialize in targeted ad campaigns and engaging content strategies to enhance your brand's visibility and drive conversions. Discover more about our solutions at SNJ Global Services:
https://snjglobalservices.com/.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
A brief analysis of SHEIN's digital transformation.
SHEIN’s business model:
1. D2C cross-border ecommerce: SHEIN integrate the manufactures from Guanzhou to make clothes and deliver direct to customers.
2. Digital marketing: Data driven online marketing for user acquisition.
3. Digital transforming vendor chain: the most core of the revolution to shorten the innovation and lead time.
4. Outstanding user experience: International delivery in high efficiency
Leverage four parts of the user satisfaction process and integrate related resource and information flow, which making SHEIN an international leading D2C ecommerce company.
• Keeping utilizing data in all process is another core capability. From the page click, sales metrics, fabric sourcing to manufacturing time, all data is integrated for decision making, leading an upward customer preference and much efficient business decision making process.
Importance of Customer Service in Fashion IndustryShantilal Hajeri
Fashion Industry is a highly specialised and personalised field. Customer Service is more important in fashion indsutry since the taste, choice and expectations of each customer are different.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
4. #SpopWebinar
About Retail TouchPoints
Launched in 2007
More than 28,000 subscribers
Provide executives with relevant, insightful
content
Free Resources such as White Papers, E-book,
Webinars, Research and Podcasts
www.RetailTouchPoints.com
6. Transforming the Customer Experience: Increase
Engagement and Drive Revenue for Retail &
Ecommerce
IBM Industry Cloud Solutions Copyright 2014 IBM Corporation
7. Copyright 2014 IBM Corporation
Agenda
• Learn how consumer trends are driving retail
marketing changes
• See how consumer behaviors are affecting
campaign outcomes and driving revenue
• Learn how automation technology optimizes the
customer life cycle
• See examples of great informed contact strategies
retailers are using today
9. Copyright 2014 IBM Corporation
Retailers are among the lowest benchmarked
open and click rates for email, but are one of
the top industries among click to open rates.
Retail consumers
know what they like.
17.9%
2.4%
12.5%
OPEN RATE
CLICK RATE
CLICK TO OPEN
1/3 lower than
top verticals
50% lower than
top industries
Consistently a
top vertical
10. Copyright 2014 IBM Corporation
Shoppers love to
be …rewarded.
…recognized.
…retained.
Retail marketers are embracing the prevalence of
useable marketing data through CMOs & CIOs,
Platform Investments and Analytical People.
$232 Billion
BIG DATA
of executives say they need
to embrace data to succeed
75%
will drive
in spending
through 2016
70%of data is created
by individuals
80%is managed and
stored by Enterprises
11. Copyright 2014 IBM Corporation
Source: April 10, 2013, “The Customer Life Cycle: A Blueprint
For Customer-Obsessed Enterprises” Forrester report
Gone is the linear view of thinking
through a consumer purchase
journey.
Customer activity is
constant and can inform
a new lifecycle strategy.
…in the right context.
It’s just not
that simple
anymore.
36%
of firms are
developing sensor
based technology
Context is now
the imperative.
62%
of marketers will grow
digital budgets in 2014.
Activity is being
captured in real time
on location.
18. Copyright 2014 IBM Corporation
Implicit Data
“What customers do is far more
important than what they say”
19. Copyright 2014 IBM Corporation
CRM
ECOMMERCE
INVENTORY
WEB
ANALYTICS
System Data
20. Copyright 2014 IBM Corporation
Connects the Dots
Connect all the ways that
each customer interacts
with your brand
SINGLE IDENTITY
21. Copyright 2014 IBM Corporation
1
1
2 6
3
4
5
7
8
Subject Line Personalization
First name personalization
Personalized Content
Name and contact info for each customer’s personal rep
Dynamic Subject Lines
The subject line changes based on the type and
duration of club membership
Individualized Content Lists
For any customer who has purchased two or more
items in the last 90 days, list each purchase
with review links
E-commerce-driven Personalization
Display totals and other engaging content to drive
follow-on purchases.
Website-driven Content
Directly track each customer’s web activity and prompt
them to visit new areas of the site.
Send Time Optimization
The message arrives in each individual’s inbox at
precisely the time that individual is most likely to check
email.
Data-driven Dynamic Image
Image is selected based on demographic and profile
info
Score-driven Dynamic Offer
Discounts/prices vary by social influence and time since
last purchase
1
2
3
4
5
6
7
8
Truly IndividualizedEmailMessaging
21
24. Copyright 2014 IBM Corporation
Abandon Cart/Welcome /Browse Retargeting
BILL
“the cart
abandoner”
GENDER
SOURCE
AGE
22M
the new customer
the cart abandoner
the browser
CATEGORY VIEWS
PREFERENCES
CART DATA
LOCATION
25. Copyright 2014 IBM Corporation
Post Purchase/Loyalty/Replenishment
JANE
“the new
customer”
GENDER
INTERESTS
PURCHASE HISTORY
AGE
26F
the new customer
the cart abandoner
the browser
PREFERENCES
LOCATION
28. Browse Abandon
• 20% - 50%
conversion rates lifts
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
WEB
29. Cart Abandon
• 87% of consumers
abandon carts
• …75% say they will return
to complete the purchase.
• Following up with
abandoners by email
yields up to 50%
conversion.
31. Copyright 2014 IBM Corporation
Repeat Buyers are key to Growth & Sustainability
• Study of online retailers doing retention marketing:
• Generated 55% of their 2012 eCommerce revenue from the 31% of
customers who were Repeat Buyers.
• Increased their number of Repeat Buyers by 47% vs 2011.
From www.windsorcircle.com/2013-retention-marketing-report
32. Incorporates
• Offer based on loyalty status,
LCV, new customer
• Specific category items
browsed
• Top sellers/recommendations
Best Buyer
33. Copyright 2014 IBM Corporation
RFM Analysis Primer
F = Frequency:
Number of purchases made
R = Recency:
Time since last purchase
M = Monetary Value:
Amount spent by a customer
36. Copyright 2014 IBM Corporation
Loyalty Example
GOALS
Stonyfield has two main objectives with its
email, and overall, digital marketing efforts.
Those include:
• One-to-one relationships with each customer
• Building customer loyalty and engagement
RESULTS
• The first 30 days: 42 percent open rate
• Campaign average open rate: 33 percent
37. Copyright 2014 IBM Corporation
Dynamic offer:
• Loyalty status
• LCV
• New customer
• Never purchased
Birthday
Email 2.0
38. Autoship Reminder Email
• Reminds customer of upcoming SmartPaks
order
• Allows customer time to make changes
before order is processed
• Top revenue generating triggered email
The results:
• 36% open rate
• 13% click-through rate
• $1.39 revenue-per-email
• 18%+ conversion rate
Real time products based
on purchase behavior
39. Copyright 2014 IBM Corporation
39
Welcome &
Thank
Manage Latency
Intention
Marketing
Listen & Learn
Deepen
Relationship
Recommend on
Affinity
Contests & Gifts
Segment &
Personalize
Surprise &
Reward
Win Back
Keys to Retention
Marketing Success:
1. Leverage Customer, Product, &
Purchase History Data
2. Ongoing RFM (Recency,
Frequency, Monetary) Analysis
3. Automate Retention Marketing to
Maximize Conversions & Value
throughout the Lifecycle
The Keys to Retention
40. Copyright 2014 IBM Corporation
CROSS CHANNEL STRATEGIES
Mobile, SMS and Transactional
43. Copyright 2014 IBM Corporation
In-store
• Great informed in store services
• Pick-Up In store, order online
• Order in-person, have shipped or email follow-ups
• Social sentiment and customer service
• SMS notifications and store or service awareness
and delivery
44. • Jake Rawlins
• Online & Offline
customer
• Mobile app user
Mobile App + Geo-fencing + Universal Behaviors
46. Copyright 2014 IBM Corporation
Dynamic
Rewards
Personalize
Behavior
Scoring
47. Copyright 2014 IBM Corporation
H&M now
ONLINE EXCLUSIVE!
Straight from the
Paris runway, pre-
shop our much
anticipated Paris
Show Collection
today!
AMC
Theatres now
AMC: Show AMX
Stubs in theaters
today & receive
$10 Bonus Bucks
instantly for
snacks…
Allergy now
Remember to Log
Your Allergies:
Gain insight into
what helps and
what doesn’t.
OK: Broadcast
Message all app users
GOOD: Narrowcast
Message some app users
based on rules & segments
GREAT: 1:1 Cast
Message individual users
based on user preference, behaviors and
location
48. Copyright 2014 IBM Corporation
• Alerts & Promotions
• Coupons
• Store Locator
• New Products
• Sale Events
• Birthday Specials
• Gifts
• FreeOnline Shipping
Acme: Just for you – extra
25% off your $100
purchase! Details:
http://bit.ly/ArArAl Use
promo code SPRING &
shop now:
www.acme.com/mobile.
Rply STOP to quit.
Acme: Happy Friday! Get
Buy One, Get One FREE
today 3/25 from 3-5pm.
Not valid w/ other offers.
Only 1 offer per text.
Reply STOP to quit.
Acme: Get your coupon
for 20% off 1 item. Click
http://bit.ly/ACMg6C for
offer. Reply STOP to end.
Msg&data rates may
apply.
Acme: One Day Sale.
Great limited-time deals +
FREE shipping every day!
Visit acme.com/mobile for
details. Rply STOP to quit.
Retail
55. Copyright 2014 IBM Corporation
55
Wedding Campaign Results
Combined, these targeted emails have resulted in:
• Open rate: 244% increase over average email send in 2012
• Click rate: 161% increase
• Revenue per mailing: 330% increase
56. Copyright 2014 IBM Corporation
Data in
Silos
Fragmented
picture of
customers
Lack of
Control
Lack of
control
over data
Relevant
Content
Inability to
customize
content
Right
Channel
Get
customer’s
attention
Real-time
Execution
Inability to
execute in
real-time
Lack of
Insight
How
individuals
interact
with your
brand
What business challenges does Silverpop solve?
57. Copyright 2014 IBM Corporation
The Silverpop Marketing Platform
UNIVERSAL
BEHAVIOR
Capture Every
Action
Captures and
manages
behavior across
every digital
and offline
channel
to build
unparalleled
insight into each
individual
SINGLE
IDENTITY
Connect The
Dots
Connects
every
customer
touch point
into a single
view
MULTI-
CHANNEL
Communicate
Across Platforms
Sends
personalized
messages
everywhere
each customer
prefers to
connect
BEHAVIORAL
INSIGHTS
Understand Path
To Revenue
Discovers
customer
preferences by
analyzing data
from all devices
and channels
MARKETING
DATABASE
Manage Behaviors
At Scale
Manages everything
about each
customer, easily and
at scale
INTERACTION
ENGINE
Automate
Communications
Gets personal with
each customer, one
at a time and in real-
time
59. #SpopWebinar
Q & A // Panelists
Andrew Gaffney
Publisher
Retail TouchPoints
MODERATOR
Stephen Dumas
Product Marketing Director,
Enterprise and Retail Solutions
Silverpop, an IBM company
As shown in our recent email marketing benchmarks study… Retailer are not among the top industries when it comes to opens and clicks.
We do send a lot of email though. And in general we’re good at it.
Once a consumer opens an email, the content and available products engage them enough to click the available links.
Retailers do a better job of keeping the consumer’s attention after the initial open.
This speaks to the consumer love affair with the retail experience.
If you’ve done a good job … you 1) capture their attention 2) keep their attention with relevant and timely content then 3) they pay you back in performance both online and in-store.
Consumers don’t just love shopping, they love being recognized and rewarded for being great shoppers.
This has never been more beneficial for consumers and retail marketers alike.
Big Data are demanding significant budgets.
Useable Marketing Data will to rise.
Companies are changing their marketing operations to embrace this.
The result can be great customer experiences that cross the digital and physical.
There is more data about browsing, locating, sharing, liking, and it’s all available real-time and in useable formats.
Harnessing that to create new experiences and understanding how customers buy in this new environment is essential.
8% of site visits
=
41% of revenue (eMarketer in 2013)
So what about this new customer purchase cycle?
Gone is the way of the old linear view of thinking through a consumer purchase cycle.
It’s a constant journey.
Customers are connecting and engaging with brands at a rate unprecedented and across multiple channels.
Customers reach out and ask great questions, not necessarily about a specific product they have knowledge about.
Customers are still exposed to awareness and discovery campaigns that capture their attention.
Customers still research and explore, now we see a lot of that activity.
And when they buy, they also use the products which come back and give marketers key insight into future opportunities.
It’s not just about utilizing all these new purchase cycle indicators, but using them in context.
62% of marketers will grow their digital budgets in 2014.
This makes capturing web, mobile, local and on-person - yes 36% of firms are developing some type of sensor based tech in their products today. Wrist Bands, shoes, cars, golf clubs…
All these digital activities must be part of the strategy, in real-time. To provide relevant context to your advertising.
Individuals = total relationship
Action, intent, interest
Audience Paradigm:
Build an audience
Batch and blast
A/B Testing
Buyer driven, not marketing driven
Conversational Paradigm:
Listening -- Responding
Automated message streams
Completely personalized content
Each step, the content gets more relevant
Each customer has most likely engaged with you in literally dozens of ways, before and after conversion. And most likely across multiple devices.
According to Forrester, 80% of marketing professionals surveyed have seen behavior-based personalization creates lift in their marketing activities – lifts up to 20% or more in revenue, increases in ROI and a reduction in customer churn.
70% of marketers saw a reduction in campaign costs due to the efficiency behavior-based marketing creates and 60% saw a reduction in sales cycle time.
How is this done? Obviously you need to be able to connect your data sources to your marketing technologies: POS, ecommerce, CRM, Web analytics…all of this data is great if you as the marketer can connect to it.
The reality is that many technologies do different pieces of it in different ways and because businesses are not all cookie cutter, as a marketer you need to decide which technologies support your marketing efforts in the most effective way because it’s not just about understanding the data, it’s also about driving the most Engagement and the most Revenue.
Let’s discuss different data sources to help you identify what’s most valuable to you.
Explicit data: What prospects and customers have told you through forms, opt in, preference centers and surveys (basic demographics and preferences that they have expressed) tastes etc. Also this is data that you get when they buy from you, essentially account data.
You have the right to ask for data. You just have to be smart about it. A good example of this is birthday.
1.) What are you asking for? Is it useful to your marketing efforts? Will it improve the customer experience?
The pro is that control the data acquisition types. The challenge is that you will need to store that data somewhere that you can access easily for your marketing programs. Silverpop’s platform offers sophisticated landing page and progressive form management tools and the data collected from them is immediately actionable.
2.) Another consideration is implementing forms (which can be pop up modals asking simple questions) so that the experience makes sense with the flow of your site. You need to ask for the information in context of what they are doing, whether it’s your site or a social media site or a blog site….whereever
3.) Final consideration – only ask for the information once. If you can’t control that, then you need to try another tactic.
This type of data you get from Web tracking and analytics. It may even be more valuable than the information you ask of them and easier to get than backend system data. This is prime data because it’s gathered at a time when the consumer is still researching. In the pre-conversion period of the buyer’s cycle, marketing used to be buckshot, but now with marketing technologies that allow you to gather this information before they buy, as a marketer you can begin to build profiles using implicit data as well. The key is connecting this data to your opted in and your customer database. You do this through two primary approaches.
1.) A Webtracking tool allows you to capture event based data. If you have a platform like Silverpop, this data goes right into your marketing database so you can use it immediately. You can use this in conjunction with other tagging tools and along side your analytics provider. The con is that you typically need to work with IT to implement on your site and that may have limitations.
2.) Web analytics data is very valuable as long as you can plug in that data into your marketing database. It’s probably less real time to account for data transfer from one system to another but still valuable particularly for understanding how your digital channels are driving traffic, what marketing channels are driving the most engagement, you can get that data into a marketing database like Silverpop’s platform and use it both strategically and tactically in your contact strategies.
In the case of webtracking tools, at least in our platform, you can connect activity to customers in your database even if they are not opted in yet or if there is not a previous record, you can begin to build a behavioral data profile that you can tap into later.
The opportunity inherent in system data is clear and requires some coordination of effort between marketing and other internal teams. Some of these scenarios are sophisticated but brands are using them today.
1.) CRM data made available to sales and customer service folks but imagine a scenario in which web and email behavioral data is sent back to the CRM and out to customer service and sales folks at the individual level so organizations are informed when speaking to clients. Imagine having that data available in-store.
2.) eReceipts utilizing your ESP or a transactional email technology to deliver receipts via email branded and with dynamic personalization, including links to product care information or upsell and cross sell opportunities – things you can’t put on traditional receipts.
3.) In-store analytics – what are the traffic patterns in your brick and mortar stores? What instore display most engaged them and then taking that data to your marketing technologies and pushing out email, Web or SMS messages that deliver a similar experience.
Single Identity is self explanatory. As I mentioned earlier, consumers expect to be marketed to in Context. You need a single identify view of your customers to do that. When you do it, you get:
Incredible targeting/segmentation
The ability to trigger and target mailings both blast and triggers based on consumer behaviors.
What’s optimal result.
The ultimate email experience is a living, dynamic communication. If you are tapping into the data and technology, you will be able to replace the list pull concept with a database that the email template responds to.
In this section we’ll discuss how automation technology allows that fully optimized trigger based experience to happen.
What does automation do?
Interaction engine ties everything together
enables marketers to respond with relevance in real time or a time you can control!
It allows marketers to respond not just with relevance from a content perspective, but through automated scoring logic, marketers can speak to the recipients propensity to take a next action, whether it is a download or a purchase or a site visit, based on rankings the marketer has established as important indicators of future behavior.
Automation for an early and pre-conversion engagement trigger would be welcome, browse retargeting and abandon cart. And these are not the only tactics.
Purchase and post purchase engagement data drives your customer retention strategies. Again, you can do a myriad of combinations which I will touch on a little later in the presentation.
In our 2013 email benchmark study email engagement rates for automated emails were 20% higher for unique opens and 40% higher for unique click through which of course drives high revenue.
Now we’re going to go a little deeper on what some of these data-based triggers look like.
Putting browse remarketing in context, browse is higher up the funnel than cart abandonment …
… and the key difference between cart and browse remarketing is that browse is much higher in volume but much lower conversion rates than cart remarketing.
It simply identifies Web pages/site sections you want to remarket to the opted-in visitor.
Conversion rates are going to vary of course. If you need to make a case for doing this type of trigger email, estimate the percent of visitors to these pages with known email addresses. Use a conservative conversion metric like the one for your broadcast emails and you should see lifts to that conversion of 20 – 50 percent based on what our clients have seen. Obviously, using a promotional offer is going to drive a higher conversion rate but if that’s not how you want to start the relationship, then through relevant retargeting alone, you should be able
There is still a lot of opportunity with cart abandon. Most consumers today know that brands use this as a discount strategy. Even if you don’t offer a discount, if you can send these “reminders” out in real time or near real time, you will see an uplift. We encourage our clients to build a series of 2 emails with the first one being a friendly customer service centric message in real time, then a second message to those who don’t convert some time after that.
Onboarding rather than a single welcome and if you are sending a welcome based on your
Our partner, Windsor Circle in their client benchmark study revealed that clients generated 55% of their 2012 eCommerce revenue from the 31% of customers who were Repeat Buyers.
The percent of their clients’ Total Buyers who were Repeat Buyers throughout the year increased 7.9%, from a Daily Average (and Median) of 29.1% in 2011 to 31.4% in 2012.
Windsor Circle’s clients increased their number of Repeat Buyers by 46.6%, over 3 times the growth rate of the number of One-Time Buyers.
Clearly this speaks to the value of improving the engagement experience for paying customers in order to retain their business long term.
Here is an example of a best buyer email: You want to be sure to include offers in context of their engagement levels. What does loyalty look like for your brand? I think today it means more than just how much they’ve spent but how often and what engagement activities are they doing to promote your brand via social or blogs? How can you use loyalty programs to drive your customers deeper into your brand, perhaps in other categories or by buying overstocks or clearance? You just need to be able to tap into your back end data and a technology that allows you really see what’s going on with your buyers.
To really understand how to market to your buyers holistically, you need to tap into your data in a way that as a digital marketer, you may not have easy access to.
RFM analysis is just one set of data but there is so much richness in these three data points. If you add on with purchase details, you could easily
Because having a loyalty program alone is not the only strategy you need to employ in order to retain your customers. It’s a good start but there is a host of steps you can take to keep customer churn from happening.
There are literally hundreds of combinations of automated marketing programs you can create using any combination of RFM analysis. IN the silverpop platform, you can create scoring models that rank people based on their RFM activity. IN this view, I’ve highlighted a low recency score which indicates they haven’t purchased in more than six months, they made 1 purchase in that time period and they spent the lowest AOV.
And because it’s more important to easily see how these “segments”
The Inner Circle Club, a segment of Stonyfield consumers who frequently provide feedback and opinions, regularly receives surveys and product development updates and ideas via email.
Other strategies around retention include but are not limited to birthday, purchase anniversary, wishlist, customer occasion etc. These types of automated triggers are part of a relationship retention strategy to keep customers engaged and happy. These data points are both explicit such as birthday and wishlist because you will need to ask for it and implicit because anniversary data should live in your CRM or ecommerce system.
Birthday,
Anniversary,
Wishlist
Out of stock
Lastly, there are transactional based messages that are “light on marketing” and heavy on customer service.
One of our clients approached customer retention with this matrix of engagement strategies.
All of these steps worked for them because they leveraged customer data at the right points throughout the life cycle.
Your Welcome and thank you are self explanatory
Manage latency by moving them to rebuy faster
Intention marketing – using analytics and scoring to help drive a more informed marketing automation process
Use past purchase data and purchase analytics to help you drive recommendations.
Drive to other categories or deeper engagement to improve brand loyalty.
Listen and learn – using your technologies to capture what your customers are doing when they are not converting
1.) Surprise and Reward
2.) Segment & Personalize based on:
Geography
Demographics
Weather
Birthdays
Anniversaries
Behavior
Purchase History
Suppression after Purchase
3.) Use Contests to Collect Opt-ins, Activate & Engage Subscribers & Customers
Suggest Gifts based on Wish-Lists, Purchase History Motivate use of Wish-Lists
4.) And if all else fails, reactivation programs, which might include other channels.
And it’s not just email, these data driven principles are working for all channels. It’s not about big data, but about right data and connecting it all together.
Send an SMS about your kiosk when someone walks into the store or a mall?
Send a thank you email when someone posts a comment on your site?
Update a customer’s score when they watch a video on your site?
Send a thank you email when someone tweets your brand?
Follow up with customers who call your service center
Mix and Match Channels in real time in a personal way based on behaviors.
…and then it’s orchestration among devices – what are their device preferences etc
Combination of instore and mobile app
Then there is the mobile app. My experience with being part of a team that built an ipad app, I would say for the inordinate amount of time, effort and resources it took to build, the return was disappointing, even from an engagement perspective. That was a few years ago.
How essential is it to your overall strategy?
Marketing should own it from a business case perspective; IT or vendor can develop it but it needs to have marketing/sales/branding goals. Define what those are before you even begin looking for resources to design it.
Understand the path to purchase using an app? Or understand path to engagement?
Push Notifications can range from a basic broadcast message which would go to every app user all the way down to the great and highly personalized 1:1 communication that we all want to have with our customers. So the example of the left is an H&M push letting all customers know about new online content and the message on the right is a push message based on location, user behavior, and unique users (customer could have travelled into a high allergy zone, and is reminded to take their allergy meds).
So How can brands leverage push?
Drive-to-Store
In-store Alerts
Offer Availability / Expiration
Flash Sales
Mobile Adoption Reward
Introduce New Features and Offers
Create Mobile App Retention Plan (drive higher app engagement). For example, send a push notification to users who haven’t’ opened the app in 30 days, or 60 days
Deliver Service Alerts
Obtain Customer Surveys
Here are some use cases specific for retail SMS
Apply that your Website! A few good technologies out there doing it. We are in a beta program ourselves for Smart Content.
The Challenges
Lack of segmentation
Inability to provide customers with relevant products based on their stage of the purchase lifecycle
PaperStyle.com sells custom invitations online. Like many companies, they were accustomed to sending the same message at the same time to their entire email database, regardless of demographic or interest. Eventually, their open and click through rates started suffering.
Using past purchase history and Google Analytics data in order to identify actionable customer behaviors. Using this information, they were able to pinpoint a key segment for nurturing: brides and/or bride’s friends.
Customers are entered into campaign by:
clicking on a wedding link in any Paper Style email purchasing wedding or bridal shower products visiting a wedding-related page on the PaperStyle.com website
Depending on who option is selected in the first email, they are assigned to one of the two different email tracks: ‘Your Wedding’ or ‘Your Friends Wedding’
But marketers are facing a lot of challenges such as how to better access and leverage their data, the omni-channel delivery of relevant and timely communications and the insight into how your customers are interacting with your brand.
Silverpop has created a Digital marketing platform that helps to remove these obstacles for marketers and to help our clients evolve their marketing efforts. Silverpop helps their clients:
Know your customer
Collect data across all sources, create a single customer identity, using a flexible marketing database of record
Deliver personalized experiences
Leverage your data and use automation to deliver personalized experiences
Be everywhere your customer is
Collect data from all channels and deliver a consistent experience through all channels
Silverpop has built a powerful and highly scalable marketing platform allowing Silverpop’s customers to deliver sophisticated marketing campaigns with superior return on relationship.
Marketing Database: We’ve given Marketers their own database…..yours to own and manage…….we all work in marketing environments in which different systems house disparate pieces of information on our customers – like different pieces of the puzzle. The Silverpop Marketing database allows marketers the ability to easily gain access to this data, to store, capture and leverage all of it across all of those different technologies, and to use that data and behaviors to have more context-rich and timely conversations with your customers and prospects. Silverpop’s state of the art marketing database truly sits at the heart of your marketing efforts allowing you to create a marketing technology suite that fits your needs, without getting locked in to one set of products from a single vendor.
Interaction Engine: But to be truly effective you need an interaction engine that can act on this behavioral data and that is driven by your marketing and business rules. Silverpop allows you to leverage massive amounts of collected data in order to deliver highly personalized interactions, at scale, that deliver a better buying experience and drive revenue.
Universal Behaviors: Behaviors such as opens, clicks, mentions, tweets, purchases, visits, reviews and behaviors that are being captured in multiple systems across multiple devices. The Universal Behaviors framework far surpasses simple behaviors natively captured in other marketing systems – it allows you to understand a real-time stream of behaviors and events from any imaginable source – online or offline. It organizes them into a single view for each customer. And it does all this in real-time so that you can use any behavior to drive any campaign any time for any single customer.
Single Identity: By capturing this data about your customers you are going to create a portrait, or digital identity, for them. Silverpop’s database not only helps you store every identity, handle, address and ID for each individual customer, it automatically helps you consolidate all the information into a single contact record ensuring that everything you understand about a customer lives in one single place. Creating the single identity leads to a consistent digital experience reflecting declared and inferred preferences based on behavior across channels.
Multi-channel: Your customers are interacting with you through a variety of channels, and they won’t pay attention to you unless you are there with them.
As we said, in the marketing database, Silverpop uniquely collects valuable information from all channels - web, email, mobile and social - and across devices and platforms. Through our automation engine, we make it easy and seamless to connect and interact with your customers on each of those channels.
Behavioral Insights: Our engine also helps you understand how those behaviors are affecting the outcomes driving revenue, retention and loyalty….both at an individual and group level…..and feed those back into the platform making it easy for you to take those activities, understand what they mean and easily apply them to more relevant, engaging and personal dialogs with your customers.