Optimize for Your Consumer of Die!

Chris ReighleyDirector of eCommerce

@chrisreighley

#MLSummit12

Over 300 Billion Emails are sent every day.

Over 19 Billion Text Messages are sent every day

On average, we speak 2,251 words to 7.4

persons a day

“Findings indicate that 80% of consumers’ shopping

decisions are made before entering the store…”

Merchant Mechanics, Inc.

Optimize for YOUR Consumer

OR DIE!!!

Know YOUR Consumer

Consumer Decision Making Process1. Problem recognition2. Information search3. Alternative evaluation4. Purchase decision5. Post-purchase behavior

5 Stages of consumer behavior

The Picture of the Digital Consumer Customer Type

New or Returning

Device Computer, Smartphone or Tablet

Digital Channels SEO, SEM, CSE, eMail, Social, Affiliates, Display

Ads, Market Places

KPI Visits Sticky Rate Engagement Rate Conversion Rate Gross Revenue Average Order Value Average Items per Order Per Visit Value

New Cus-tomer72%

Returning Customer

28%

New Cus-tomer52%

Returning Customer

48%Visits Revenue

Visits Revenue0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Computer Smartphone Tablet

Visits Revenue0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

organic cpc email cse social affiliate

Per Visit Value

organic cpc email cse social

Multiple Touchpoints

The Purchase Path Of Online Buyers

Sucharita Mulpuru

Forrester Research, Inc.

Listen to Feedback

Our Next Steps at totes-ISOTONER Allocation of Multiple Touchpoints Life-Time Participation Value

Churn Rate

Net Promoter Score Focus on Online – Offline – Channel

Coordination

If you remember ANYTHING EVERYTHING starts with the CUSTOMER

You are a PROBLEM SOLVER for your customer

Stop thinking about which channels are effective for you, and start thinking about which channels are effective for your customer.

Your Brand Consumers Channels Eco System Corporation

Questions?Chris ReighleyDirector of eCommercetotes>>ISOTONER

chris.reighley@totes.com@chrisreighley#MLSummit12