transforming retail into me-tail. jonny dixon
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Transforming retail into me-tail. Jonny DixonTRANSCRIPT
Transforming retail into me-tail Jonny DixonGlobal Ecommerce Channel Manager
22nd September 2014
20172012
The growth of online
• Offline vs Online
• Standardization vs Humanization
• The Aim
33%
Report email contributes most to online purchases
Custora.com, 2014
16%
Increase in ROI from 2012 to 2013
DMA, 2014
$49
Average B2C ROI on email marketing spend
DMA 2014
What is shopping?
Integrating email with other channels
Leveraging dynamic content
Leveraging segmentation
Managing email frequency and cadence
Increasing open click-through rates
57%
50%
43%
38%
38%
Source: Forrester, 2013
Top challenges in email
Insight noun
The capacity to gain an accurate and deep intuitive understanding of a person
Purchase
Segment and automate based on what people
purchase
Feedback
Use the data your customers provide you
to make the right decision
Social
Use publically available data to find out who they
are
EmailAre your customers opening, clicking or converting?
BrowseUnderstand what people
are looking at butnot necessarily buying
• Treat people differently
– Friends, Family & Strangers
– Tailor the experience
– Make people feel special
39%
Email revenue was from segmented emails
DMA, 2014
51%
Higher CTR from personalized triggers
EmailInsider, 2014
10x
Better performance from triggered emails
EmailInsider, 2014
Segmentation & Personalization
CustomerSegments
Best Customer
VIP Customer
Big Spenders
Splurgers
Win Back Customers
Loyal Customers
Customers Location
New Customers
Almost Lost
People Who Purchase
Carts Containing
Failed Cart Recovery
Freq. Low Value Customers
Bargain Hunters
Sale Only Shoppers
Non-Sale Shoppers
• Stand out from the crowd
• Consider your persona
• Always add value & build trust
A 5% increase in retention yields profit increases of 25 to 100%
Source: Bain & Company, 2013
ROR – Return on relationship
• Welcome Programs / Account Registration
• Browse / Cart Abandonment
• Transactional Emails / Post Purchase Feedback
• Replenishment / Re-engagement
Seize the opportunity online
Average open rate across 3 step welcome series
Cabbages & Roses
Start a conversation
• First interaction
• Account creation
• Multi step welcome
54%
• Include recommended products
• Ensure the email arrives within
an hour
• Use urgency
• Highlight value
• Use clear and large product
imagery
• Make sure your mobile optimized
• Include customer service contact
details
Abandoned Browse
• Send within the hour
• Include the cart
• Use dynamic content
• Serve recommendations
Cart Abandonment
68%
Average cart abandonment rate
Baymard.com, 2014
Transactional Emails
• Customer service
• Change imagery and style
• Build personality of brand
• Cross sell but make sure
you add value
Feedback
• Ask questions
• Service & Satisfaction
• Social advocacy
• Make it useful
More spent on avg by repeat customers vs new
Replenishment and Re-engagement
• Use Magento!
• Identify the right products
• Add Value & Content
• Multi-step and branched
67%
Takeaways
Takeaways
1. Integrate!
Get your Magento data syncing with your ESP – quick!
2. Segment and Personalize
Define your default segments
3. Automate
Multi step welcome, abandoned cart, re-engagement
• Time and Resource is not an excuse
• Time to Test
• Optimization
Think BIG, start small, scale quickly
