Uw e-commerce systeem bevat een goudmijn aan informatie; niet enkel klanteninformatie, maar ook koopgedrag, abandoned baskets, wishlists, returns enz.. Deze informatie stelt u in staat uiterst gerichte e-mailmarketing in te zetten richting uw (potentiële) klanten. Een feilloze, geautomatiseerde integratie tussen uw e-commerce systeem en Copernica kan dit process versnellen en optimaliseren. Deze presentatie biedt een overzicht van de mogelijkheden van deze oplossing en de voordelen ervan.

1. E-commerce
integration
…so mail me maybe Ian Stuyver
Xplore Group
@stuyvia ianstuyver

2. Direct marketing done well
is all about the consumer
@EpsilonMktg

3. Overview
• The treasure
• Building the data model
• Profile & collections
• B2B vs B2C
• Example: order line
• Bridging the gap
• Multi-channel challenge
• Newsletter opt-out
• Conclusion
• Q & A

4. images
up-selling
customers
products
pages
cross-selling
content
affiliates
categories
notifications
statistics
shops
reviews
variations
classification
baskets
wishlist
links
coupons
promotions
payment
orders
segments
prices
visits
attributes
shipping

5. Building the data model

6. Creating a profile
Difference between users and customers!
• When to ask for what
• E-mail address
information ?
• Name
• Don’t ask too much
• Address
during registration!
• Gender
• Birthday
• Newsletter
• Marketing data
User related

7. Profile decision
What to choose as a profile ?
B2C
B2B
VS
Customer
Company

8. Company data
Additional B2B information
Your customer is a
• Company
company…
• Role
But mails are read by
• Department
humans
• Supervisor
• Budget
“Business is personal”
B2B

9. Assigning collections
• A collections is a list of
attributes
• Directly assigned to a
profile
• Each attribute has a key
and a value

10. Product relations
Customer creates relations with / between products
Use products to:
• Abandoned basket
• Announce follow-ups /
• Wishlist
new products in series
• Send to friend
• Trigger promotions
• Favorites / likes
• Leverage cross-selling
• Reviews
• Additional services
• Notifications
Best announcement time?
Product related

11. Transactions
A user / visitor becomes a customer
Use prices to:
• Orders
• Calculate averages
• Offers
• Minimum & maximum
spent
• Creating sub user groups
Conversion related

12. Example: order line
• Registered / unregistered
• SKU
• Quantity
• Size / color
• Price
• Catalogs & categories
• Classification
• Product image
• Promotion
• Voucher / coupon usage
• Shipping method
• Payment method
• Upsell / cross-sell
• …

13. B2C Overview
Basket line
Notifications
Order lines
Wishlist line
Send to friend
Customer
• Direct relations to the
Review
customer
• Attach product info to the
data container
Favorite

14. B2B Overview
Employees
Order lines
Offices
Offer lines
Managers
Company
Notifications

15. Bridging the gap

16. Overview
• Cross-channel environment
• Different components and actors
• Both online & offline
• Necessity for integration
e-Channel
Direct mail
Customer
ERP
Copernica
Shop
Sales rep.
Call center

17. Bridging the gap
Direct mail
COPERNICA
• Transfer data from e-
commerce channel to
Copernica
• Through Copernica
Customer
SOAP API
• Closing the gap between
e-commerce & direct mail
Via SOAP API
marketing
e-Channel

18. Direct mail
COPERNICA
Via SOAP API
Call center
Customer
Sales rep.
ERP
Pickup in store
Shop
e-Channel
Cross-channel solution!
Offline data

19. The newsletter challenge

20. Newsletters challenge
Direct mail
COPERNICA
• Customer opt-in during
registration
• Data is kept in e-channel
• Mails offer opt-out
option, stored in
Customer
Copernica
• Should be transferred
back to e-channel
• Different newsletter types
• General
Newsletter opt-out
• Brand specific
e-Channel
• Third party

21. Conclusion

22. Conclusion
Hey, I just met you, and this is crazy
But here’s my basket, so mail me maybe
profile
order
wishlist
review

23. Conclusion
• Copernica bridges gap between e-channel & DM data
• …and leverages TTL e-commerce approach
• Think about the data model – profile & collections
• Integration is more than technical mumbo jumbo
• e-mail address is unique key
• Different approach possible / necessary for B2B
• Choose the (richest) data source
• Take the cross-channel challenge
• Integrate newsletter opt-out

24. Q&A
Thank you for your attention
Ian Stuyver
Xplore Group
@stuyvia ianstuyver
www.xploregroup.be