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Crash Course: Reclaim Your Customer Relationships
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Steve WietreckiChief Revenue Officer
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40% of all online shoppers have bought from a D2C brand
Forrester Research
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Convenience
Trust
Quality
Why has DTC become so popular?
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We’re in an unprecedented era of marketing
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Consumers are favoring brands that do more than just meet a need — they connect on a personal level
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Personal connections matter — and memorable experiences build lasting relationships
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Successful growth brands have figured this out and are capitalizing on the opportunity
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The largest, less agile companies are acquiring these brands in an effort to stay relevant and competitive
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What are these D2C brands doing differently?
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They're taking ownership of their growth by controlling the customer experience and the marketing channels they’re delivered in.
We call this Owned Marketing.
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Owned Marketing leverages your brand’s most valuable asset — your customer data
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• Frequently views women’s sandals
• VIP customer
• Frequently views men’s shoes
• Buys at least once a month
Customer data fuels analyses — creating building blocks for personalized marketing
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Holiday Campaign
These building blocks are then crafted into memorable experiences
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And the channels you control provide the best path for delivering those experiences
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Owned Marketing is the part of the customer experience that you fully control—driving relationships, growth, and Owned Revenue.
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Owned Revenue refers to the profits driven directly through Owned Marketing channels
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58%Forrester Research
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49%Forrester Research
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2/3Forrester Research
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If customers want more, why are they giving you less?
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It’s because we have not used the data our customers have given us for good. And the experiences we’re delivering suck. As a result, we’re not building the relationships either group wants.
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The average human can only maintain 16 relationships.
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What happens when we meet our limit?
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With technology, there is no limit.
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How does one build a relationship?
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LISTEN
ANALYZE/UNDERSTAND
COMMUNICATE
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$87.9 billion
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These channels lack control and other critical elements found in Owned channels.They should be used as supplemental channels not primary.
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They own the data,the customers, and the ability to deliver experiences.Keeping you at arms length — making it impossible to foster quality relationships.
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Brands that are attaining Owned Marketing are building lasting relationships at scale —and seeing awesome results
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“We exited Amazon January of 2018...being off Amazon is, for me, it’s great. Like I go to bed with no worries” Eric Bandholz, Founder of BeardBrand
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With Klaviyo, you can power your Owned Marketing channels
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Owned channels deliver foundational growth while being supplemented by channels with less control
Supplemental
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Growth and experiences in Owned channels can be magnified with support from other technology partners
Supplemental
Partners
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If you could make one change to Own Your Growth — what would it be?
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Steve WietreckiChief Revenue Officer
Keith NeelyVice President - eCommerce | Digital | Customer Support | IT
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