Creating a Narrative for Building Customer Loyalty

David OhChief Product Officer & Head of Growth, Fabfitfun

• 3.5 years @ Fabfitfun• Chief Product Officer & Head of Growth• Have led various teams: Product

Management, Marketing, Engineering, and Data Science and at times IT Infrastructure

• Subscription-based business for 20+ years• Feel free to connect with me after my session

or find me on Twitter and LinkedIn

Bio

Twitter: @davidyoh LinkedIn: linkedin.com/in/davidoh

1. FabFitFun: Narrative Subscription

2. Using Iterable for seasonal story-telling

3. Brainstorming/Q/A

Our Agenda

FabFitFun 101: Narrative Subscription

How many of you are involved in some kind of subscription model?

For customers and brands, what are the benefits and drawbacks?

The Fal l 2017 Box

1-2 items we build ourselves, 1-2 items are sponsored, and the rest of the items we work with our partners.

We offer an experience that is shared across all customers each season.

Think Black Friday 4x a year

Kind of like…

The Classic Narrative Arc

Source: https://www.donnalichaw.com/blog/2016/2/9/the-shape-of-stories

• Prospects: Turn interested buyers into customers • Explain the essentials: Get $200 for $49.99• For prospects who need further convincing, tell them all the reasons why they

should buy

• New Customers: Turn them into fanatical and loyal customers• Catch them up on all the things they can do!• Give them the Ned Stark moment on Season 1 or the Red Wedding of GOT

• Loyal customers: Retain loyal customers and create champions of your brand by giving them ways to engage in interesting ways

We have 3 broad objectives

Potential & New Customers Current Customers

Exposition & Inciting Incident

Influencer marketing, FB, Snap, Pinterest Ads,

Prospecting Emails, Retargeting Ads

Onboarding

Educating customers about surveys,

Customize/Choice, Community, Add-ons, Mobile

app, TV App, Magazine

Rising Action

Spoilers, Discussions, Speculation

Crisis (Choice)

Should I get a lotion or massage roller?

Which add-ons, if any should I get?

Do I upgrade to annual membership so

I can get a head start on add-ons?

Climax, Falling Action/Resolution

Hooray I got my box! Which items did I like? What should I

tell the brand about this item? Should I trade this?

Initial Awareness/ Exposition

Inciting Event: Why we chose Iterable

• A/B testing improved dramatically

• Successfully turn on and off emails based on seasonality

• Trigger events programmatically• Send SMS, in-app notifications,

and postcards seamlessly with Workflow Studio

Inciting Event: How we became a loyal customer

REPLACE ME

Iterable’s customer-centric, growth marketing platform was the right choice for us. We needed a

system that enabled rapid, flexible, and quick changes to the data we have on a user and to update these

records very quickly.

Inciting Event: Becoming a loyal Customer

Rising Action… Start with a trailer

• Season starts: Drop a few spoilers to enable a lot of speculation, debate, and discussion.

• Inform customers of all the choices they will make.• Bill, ship and update impatient customers on when box is arriving.• Promotions: As soon as customers start to receive the box, allow all the

influencers to start doing “reveals” and release lots of videos about the box and how to use items in the box, and new content for FFFTV service.

• Collect input: Gather praise, feedback, criticisms, and product ratings.• Announcements: As soon as box sells out, announce the start of the next

season. Rinse and repeat.

Typical Season: Rising Action, Crisis, & Climax

Add-ons: How we promote

• Add-ons are time-sensitive: in the past we have had a hard time adjusting to sell-outs. With Iterable, we plan to allow for dynamic updating of our inventory.

Promotions: Add-ons

REPLACE ME

Customization and Choice

• Spoilers: Automatically allow importing of spoilers at the right times• Dynamically priced promotions: Send promos based on demographic

data or our current box inventory• Incorporate social behavior: Link the online advertising creative

messaging to the email (they clicked on an ad that heavily promoted fitness)

• Re-engagement: Showcase products from the past that will appeal to them based on their demographics

Some ideas to attract prospects

• Automated, personalized emails based on events: trigger emails depending on if they have used various features before like add-ons• Same with TV, mobile app downloads and community

• Spoilers and promotional emails: Based on the 150+ question survey everyone answers when they become a customer

• Leverage more channels: In addition to email, send SMS, Web-push (Desktop), and Mobile-Push messages• Allow for SMS inbound messaging forwarded to customer service

Some ideas to engage new customers

• Sentiment analysis on community posts: trigger workflows based on the results

• Video: Live video events and videos of favorite influencers• Surveys: automatically trigger surveys for the box, products, and overall

experience• Customer Loyalty Program: cohesive customer engagement program

and based on LTV, offer rewards and incentives • Retention efforts: send personalized emails to improve if customer

wasn’t excited about current season

Some ideas to retain loyal customers