integrated consumer behavior experience

Putting all the pieces togetherIntegrated Consumer Experience

Introductions and Objective

Objective:

Demonstrate how we integrate technology to provide intelligent relevancy during the path to purchase to influence consumer behavior.

Chris ReighleyDirector of eCommerce

@chrisreighley

#BSum12

Path to Purchase

Path to Purchase Assumptions

We make the following assumptions when it comes to path to purchase:

• Consumers go through a decision process when making a purchase

• Before a consumer gets to our site, there is a high likelihood that their purchasing intent is decided.

• The consumer has gone through multiple touchpoints before arriving at the purchasing decision.

Consumer Decision Making Process

CONSUMER BEHAVIORLars Perner, Ph.D.http://www.consumerpsychologist.com/

“Findings indicate that 80% of consumers’

shopping decisions are made before

entering the store…”Merchant Mechanics, Inc.

What is happening……

CONSUMER BEHAVIORLars Perner, Ph.D.http://www.consumerpsychologist.com/

Multiple Touchpoints

The Purchase Path Of Online Buyers

Sucharita Mulpuru

Forrester Research, Inc.

How did consumers find deals

The Purchase Path Of Online Buyers

Sucharita Mulpuru

Forrester Research, Inc.

Email vs. Search

The Purchase Path Of Online Buyers

Sucharita Mulpuru

Forrester Research, Inc.

Touchpoints through the path to purchase

The Purchase Path Of Online Buyers

Sucharita Mulpuru

Forrester Research, Inc.

Intelligent Relevancy

Intelligent Relevancy

• Understand your consumer & their behavior

• Segment your consumer

• Leverage your technology to be in the consumers mind at the right time with the right message.

Understanding Your Consumers

What we have learned:

• When it RAINS people need an UMBRELLA

• Message Testing when Rain is in the forecast:• Current Day• 3 Day Forecast• 5 Day Forecast• 7 Day Forecast

totes-ISOTONER.com Customer Flow

• Some one that has visited our site but has not purchase online from us.

Non-Purchase

r

• Someone that has purchased online from us.

Purchaser

• A brand junkie and proud of it.

Brand Loyalist

High Level Segmentation

Purchasers

Brand

Product

Frequency

Non-Purchaser

s

Engaged (Lookers)

Brand

Product

FrequencyNon-Engaged

Other Segments:

Consumers:• Geo-Location

Products:• Rain• Cold Weather• Not Rain or Cold

The Pieces

Step 1 – Capture Customer Segment

Our primary “lists” or segmentations are build in MarketLive and flow down to Bronto.

In Bronto this flows in as a List

Step 2 – Provide Intelligent Relevancy

The next step is, we send targeted emails via Bronto. We add MyBuys Recommendations to our Bronto emails.

Step 3 – Pin Point Remarketing

The next step is actively remarket based on the customer behavior with the email messaging AND what the do on the website using Omniture Genesis.

Three Segments:• Product Views• Cart Abandon• Conversion

HAPPY CUSTOMERS

Case StudyOK – now for the serious stuff

So, Does it Work…

First, we validated the MyBuys Recommendations. We ran a multi-variant email test via Bronto.

Test Messaging Scenarios:

• Version A: No MyBuys recommendations

• Version B: Our product recommendations

• Version C: MyBuy Recommendations

Results – Part 1

Results – % of total Revenue

Ver-sion A31%

Version B32%

Ver-sion C38%

Results - AOV

Version A Version B Version C

$42.35

$45.83

$47.32

Results – Value Per Visit

Version A Version B Version C

$3.19 $3.29

$4.06

So, Does it Really Work…

Second, we validate remarketing using Omniture Genesis Segmentation.

Using Product View Omniture Genesis segmentation, we sent a remarketing email for our Acorn Spring Collections Launch.

Results Part 2

Key Take Always

• Consumers go through a decision making process during their Path to Purchase.

• Studies show that 80% of consumers have made a purchasing intent decision before they arrive at your site.

• 53% of consumers had multiple touchpoints on the path to purchase. (Oh BTW – EMAIL IS BIG!)

• Intelligent relevancy is not an option.

• Tightly integrating your touchpoints provides results – Customer Satisfaction & Revenue.

Chris ReighleyDirector of eCommercetotes-ISOTONER.com

chris.reighley@totes.com

Twitter: @chrisreighley