Join us for this 45-minute webinar, in which we will share insights on what is really working in 2013 — based on campaign performance data from hundreds of retailers and behavioral analysis spanning 250 million consumer profiles.

1. Stepping
Up
To
Consumer
Expecta5ons
The
Impera*ve
for
Customer-­‐Centric
Marke*ng
#CustomerCentricity
Sponsored
by

2. #CustomerCentricity
Type
ques5on
here
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Webinar
AAendees

3. #CustomerCentricity
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#CustomerCentricity

4. #CustomerCentricity
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Retail
TouchPoints
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5. #CustomerCentricity
Panelists
Howard Wyner
CEO
Scentiments.com
Daniel Druker
CMO
MyBuys
Debbie Hauss
Editor-in-Chief
Retail TouchPoints

6. 6
WHAT
TO
EXPECT
TODAY
• Strategies
based
on
what
really
works
• Primary
research
spanning
thousands
of
consumers
• Real
campaign
performance
data
from
hundreds
of
commerce
sites
• Behavioral
analysis
from
250
million
consumer
profiles

7. 7
WHAT
MARKETERS
ARE
FACING
IN
2013
► Margin
erosion
► Show-­‐rooming
► Discoverability
challenges
► Loss
of
customer
loyalty
► Harder
to
gain
understanding
about
customer
► Can’t
maximize
life*me
value
► Lower
return
on
marke*ng
spend
► Internet
shiRs
power
from
seller
to
buyer
► Mobile
is
now
pervasive
► Omni-­‐channel
and
omni-­‐
device
is
the
norm
► Amazon
-­‐
friend
or
foe
?
► CEO
expects
marke*ng
to
be
more
effec*ve
► CMO
=
Chief
Metrics
Officer
Forces
Impacts
Key
insight:
Customer-­‐centricity
is
a
strategic
response
to
both
forces
and
impacts

8. 8
AMAZON
–
FRIEND
OR
FOE
?
► Accounts
for
25-­‐35%
of
all
ecommerce
► Most
marketers
think
about
Amazon
Prime,
free
shipping,
purchasing
power…
► You
should
also
be
planning
strategies
around
margin
erosion,
show-­‐rooming,
and
discoverability
► Deligh'ng
the
Customer
is
Amazon’s
stated
strategy
–
and
they
are
execu*ng
$13.9B $14B
497 of IR
Top 500
Amazon
2012
Growth
2012
Growth

9. 9
POLLING
QUESTION
ONE
• Internet
shiRs
power
to
the
consumer
• Impact
of
mobile
compu*ng
• Show-­‐rooming
• CEO
pressure
for
marke*ng
spend
to
be
more
effec*ve
• Omni-­‐channel
• Loss
of
customer
loyalty
• Strategy
for
dealing
with
Amazon
Which of these forces and impacts
are issues for your firm?

10. 10
SEGMENTS
OF
1:
TOTALLY
PERSONALIZED
CONVERSATIONS
OMNI-­‐CHANNEL
AND
OMNI-­‐
DEVICE
ALIGNED
WITH
THE
BUYER
LIFECYCLE
LEVERAGING
REAL-­‐TIME,
BIG
DATA
&
NETWORKS
WHAT
IS
CUSTOMER-­‐CENTRIC
MARKETING?

11. 11
CURRENT
STATE
OF
CUSTOMER-­‐CENTRIC
MARKETING
HOW DO CONSUMERS
FEEL ABOUT IT?
WHAT APPROACHES
WORK BEST?
WHAT SHOULD
MARKETERS GO DO?

12. 12
2013 - 5TH ANNUAL
CONSUMER STUDY
HOW
DO
CONSUMERS
FEEL
ABOUT
IT?
Source:
the
e-­‐tailing
group

13. 13
CURRENT
STATE
OF
CUSTOMER-­‐CENTRIC
MARKETING
HOW DO CONSUMERS
FEEL ABOUT IT?
WHAT APPROACHES
WORK BEST?
WHAT SHOULD
MARKETERS GO DO?

14. 14
• Customer-­‐centric
marke*ng
requires
moving
from
marke*ng
to
segments
to
marke*ng
to
each
consumer
individually
• Every
part
of
every
conversa*on
must
be
personalized
for
that
specific
consumer,
their
situa*on
and
their
buying
process
MAJOR
INNOVATION
–
SEGMENT
OF
ONE
Key
insights:
Marke5ng
to
segments
is
marketer-­‐centric,
not
customer-­‐centric
360°
view
is
not
sufficient
–
customer
must
also
have
single
view
of
you

15. 15
MOBILE
/
OMNI-­‐DEVICE
IS
CRITICAL
• Mobile
momentum
is
unstoppable
– 55%
of
all
email
now
opened
on
mobile
– 30%
of
shopping
traffic,
15%
of
purchases
during
Black
Friday
2012
• 2/3
of
mobile
traffic
is
smart
phones,
but
2/3
of
purchases
are
on
tablets
• Consumers
are
engaging
with
mul*ple
devices
– Iden*fy
which
devices
belong
to
whom
– Op*mize
conversa*ons
across
devices,
not
just
for
one
device
at
a
*me
Key
insights:
Both
individual
purchases
and
longer-­‐term
rela5onships
now
span
mul5ple
devices
Your
2013
email
strategy
should
be
mobile-­‐first

16. 16
PERSONALIZED,
COORDINATED,
OMNI-­‐CHANNEL
CONVERSATIONS
E-­‐mail
Display
adver5sing
Online
store
Social
media
Mobile
Physical
store
Key
challenges:
Internal
silos,
internal
compe55on
and
systems
Key
requirement:
Op5mize
across
channels,
not
just
within
a
channel

17. 17
TRULY
KNOW
YOUR
VISITORS
• Remember
everything
consumers
have
shared
with
you,
forever
• Leverage
all
of
this
consistently
across
every
communica*on
and
every
channel
• Know
what
*me
of
day
and
what
devices
consumers
use
to
shop
and
purchase
• Track
how
consumers
compare
to
each
other,
over
*me
• Par*cipate
in
a
network
to
automa*cally
iden*fy
formerly
anonymous
visitors
• The
more
informa*on
you
have
access
to,
the
beAer
your
can
serve
your
consumers
Key
insight:
Individual
organiza5ons
are
unlikely
to
see
sufficient
traffic
on
their
own

18. 18
THINK
HOLISTICALLY
ACROSS
THE
CUSTOMER
LIFECYCLE
ACQUIRE
CONVERT
NURTURE
Cost
effec*vely
engage
those
consumers
most
likely
to
become
customers
Ensure
that
the
highest
percentage
of
visitors
purchase,
at
the
maximum
average
order
value
–
increasing
total
sales
Drive
repeat
purchasers
&
re-­‐engage
lapsed
customers
to
maximize
life*me
value
Re-­‐engage
non-­‐responsive
consumers
to
cost-­‐
effec*vely
re-­‐acquire
new
customers
Key
insight:
$1
spent
on
nurturing
can
be
worth
$3
spent
on
acquisi5on

19. 19
CUSTOMER-­‐CENTRIC
DISPLAY
ADVERTISING
• Personaliza*on,
segmenta*on
and
targe*ng
drive
effec*veness
– Now
cost
effec*ve
even
for
acquisi*on
• Reach
beyond
email:
engage
consumers
on
the
Internet
at
large
• Align
omni-­‐channel
and
with
the
shopper
lifecycle
– Specific
coordinated
tac*cs
for
acquisi*on,
conversion
and
nurturing
Bomom
Line:
Up
to
20X
return
on
adver5sing
spend,
400%
uplio
vs.
standard
retarge5ng

20. 20
CUSTOMER-­‐CENTRIC
E-­‐MAIL
• Personaliza*on
vastly
improves
e-­‐mail
performance
–
by
every
measure
• Key:
deploy
holis*cally
across
customer
engagement
and
lifecycle
– Scheduled
(ex.
seasonal
promo*ons)
– Triggered
(ex.
products
of
interest)
– Transac*onal
(ex.
cart
abandonment)
• Drives
conversion,
cross-­‐sell,
upsell
and
re-­‐engagement
Bomom
Line:
Typically
10X
higher
revenue
per
email;
30%
higher
average
order
value

21. 21
CUSTOMER-­‐CENTRIC
E-­‐COMMERCE
SITES
• Automa*cally
iden*fy
consumer
and
op*mize
shopping
experience
just
for
them
• Personalize
content
and
recommenda*ons
comprehensively
throughout
site
• Maximize
conversion,
upsell,
cross-­‐sell,
order
value
and
customer
sa*sfac*on
Benefit:
25%
higher
conversion,
300%
increase
in
order
value,
77%
more
purchase
add-­‐ons

22. 22
SCENTIMENTS
APPROACH
DISPLAY
ADS
EMAIL
PROGRAM
NURTURING
Engagement
across
they
buying
cycle
From
6:1
to
15:1
ROAS
liR
New
products
of
interest
Order
and
shipping
confirma*on
Post
order
series
Abandoned
site
/
cart
Incen*ves
Referrals
Customer
Services
Bomom
Line:
Seriously
bemer
financial
results

23. 23
EFFECTIVENESS
INCREASES
OVER
TIME
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Jan-­‐08
Mar-­‐08
May-­‐08
Jul-­‐08
Sep-­‐08
Nov-­‐08
Jan-­‐09
Mar-­‐09
May-­‐09
Jul-­‐09
Sep-­‐09
Nov-­‐09
Jan-­‐10
Mar-­‐10
May-­‐10
Jul-­‐10
Sep-­‐10
Nov-­‐10
Jan-­‐11
Mar-­‐11
May-­‐11
Jul-­‐11
Sep-­‐11
Nov-­‐11
Jan-­‐12
Mar-­‐12
May-­‐12
Jul-­‐12
Sep-­‐12
Nov-­‐12
Jan-­‐13
Customer-­‐Centric
Marke5ng
Revenue
Performance
Index
MyBuys
Data:
January
2010
to
December
2012.

24. 24
Top
20
Products
Sold
15%
Not
in
Top
20
Products
85%
85%
of
Products
Purchased
By
Consumers
Were
Not
Best
Sellers
CUSTOMER-­‐CENTRIC
MARKETING
CREATES
INCREMENTAL
REVENUE
Key
insight:
Helps
insulate
from
compe5tors
&
Amazon’s
purchasing
power
MyBuys
Data:
January
2010
to
December
2012.

25. 25
THE
MORE
ENGAGED
CHANNELS,
THE
HIGHER
LIFETIME
VALUE
$159
$375
$760
$-­‐
$100
$200
$300
$400
$500
$600
$700
$800
1
2
3
Average
Consumer
Spend
Number
of
Engaged
Channels
Avg
Consumer
Spend
5X
improvement
MyBuys
Data:
January
2010
to
December
2012.

26. 26
POLLING
QUESTION
TWO
• Segments
of
one
–
every
conversa*on
is
unique
• Coordinated
omni-­‐channel
conversa*ons
with
your
customers
• Iden*fy
anonymous
visitors
using
a
network
• Personalized
product
recommenda*ons
on
your
website
• Display
adver*sing
for
retarge*ng
to
drive
conversion
• Site
and/or
cart
abandonment
email
programs
• Display
adver*sing
for
acquisi*on
• Comprehensive
mobile
strategy
Which of the ideas we just discussed do
you think your firm is doing really well in?

27. 27
CURRENT
STATE
OF
CUSTOMER-­‐CENTRIC
MARKETING
HOW DO CONSUMERS
FEEL ABOUT IT?
WHAT APPROACHES
WORK BEST?
WHAT SHOULD
MARKETERS GO DO?

28. 28
FOR
2013:
MAP
OUT
AND
PRIORITIZE
YOUR
STRATEGY
Acquisi5on
Conversion
Nurturing
Personalized
display
adver5sing
Personalized
E-­‐mail
Personalizing
your
e-­‐commerce
site
Addi5onal
mobile,
in-­‐store,
print,
social,
etc…
OMNI-­‐CHANNEL
&
OMNI-­‐DEVICE
CUSTOMER
LIFECYCLE

29. 29
STRATEGY
1:
CUSTOMER-­‐CENTRIC
DISPLAY
ADS
ACQUIRE
CONVERT
NURTURE
Audience
acquisi*on
Consumer
re-­‐engagement
Retarge*ng
Site
and
cart
abandonment
Cross-­‐sell
and
upsell
Customer
re-­‐engagement
New
products
of
interest
Pricing
/
offer
changes
Sales
/
promo*ons
1
2
3
MyBuys
Data:
January
2010
to
December
2012.

30. 30
STRATEGY
2:
CUSTOMER-­‐CENTRIC
E-­‐MAIL
ACQUIRE
CONVERT
NURTURE
Top
seller
emails
NewsleAers
Personalized
landing
pages
Abandoned
site
&
cart
email
Order
confirma*on
Shipping
confirma*on
Post-­‐order
follow-­‐up
New
products
of
interest
Pricing
/
offer
changes
NewsleAers
Sales
/
promo*ons
1
2
3
4
5
MyBuys
Data:
January
2010
to
December
2012.

31. 31
STRATEGY
3:
CUSTOMER-­‐CENTRIC
E-­‐COMMERCE
ACQUIRE Personalized
landing
pages
Personalized
site:
• Shopping
cart
• Product
detail
pages
• Category
pages
• Home
page
1
2
3
4
5
MyBuys
Data:
January
2010
to
December
2012.
CONVERT
NURTURE
• Search
results
page
• Brand
pages
• Order
confirma*on
page
Personalized
site:
• Product
detail
pages
• Category
pages
• Home
page
• Brand
pages
• Search
results
page

32. 32
FOR
2013:
MAP
OUT
AND
PRIORITIZE
YOUR
STRATEGY
Acquisi5on
Conversion
Nurturing
Personalized
display
adver5sing
• Audience
acquisi*on
• Consumer
re-­‐
engagement
• Retarge*ng
• Site
and
cart
abandonment
• Cross-­‐sell
and
upsell
• Customer
re-­‐engagement
• New
products
of
interest
• Pricing
/
offer
changes
• Sales
/
promo*ons
Personalized
E-­‐mail
• NewsleAers
• Top
seller
emails
• Personalized
landing
pages
• Abandoned
site
&
cart
email
• Order
confirma*on
• Shipping
confirma*on
• Post-­‐order
follow-­‐up
• New
products
of
interest
• Pricing
/
offer
changes
• NewsleAers
• Sales
/
promo*ons
Personalizing
your
e-­‐commerce
site
• SEO,
SEM,
etc
• Personalized
landing
pages
• Shopping
cart
• Product
detail
pages
• Category
pages
• Home
page
• Search
results
page
• Brand
pages
• Order
confirma*on
page
• Product
detail
pages
• Category
pages
• Home
page
• Brand
pages
• Search
results
page
Addi5onal
mobile,
in-­‐store,
print,
social,
etc…
OMNI-­‐CHANNEL
&
OMNI-­‐DEVICE
CUSTOMER
LIFECYCLE
1
2
3
4

33. 33
POLLNG
QUESTION
THREE
• Personalized
display
adver*sing
for
Acquisi*on
• Personalized
display
adver*sing
for
Conversion
• Personalized
email
for
Conversion
• Personalized
email
for
Nurturing
• Personalized
website
recommenda*ons
for
Conversion
• Personalized
website
recommenda*ons
for
Nurturing
Which of the strategies we just discussed
do you think would have the biggest
financial impact on your firm for 2013?

34. 34
Howard’s
Customer-­‐Centric
Marke5ng
Tips:
1. Keep
everything
personal
2. Consumers
are
savvy
–
don’t
try
to
force
feed
products
to
your
customers,
sell
they
what
they
want
to
buy
3. Communicate
in
a
way
that
makes
your
customers
feel
important
4. Nurturing
is
really
important:
con*nually
provide
incen*ves
to
drive
ac*on
and
make
your
clients
feel
like
a
part
of
a
community
5. Know
where
your
customers
are
coming
from,
know
who
they
are,
reach
them
where
they
live

35. 35
CALL
TO
ACTION
• Customer-­‐centric
marke*ng
really
works
• If
you
aren’t
doing
it,
you
are
leaving
money
on
the
table
–
or
worse
driving
business
to
Amazon
• You
can
begin
in
one
area
or
several
–
just
make
sure
you
have
a
holis*c
strategy
• MyBuys
would
be
happy
to
help
you
get
started
–
and
you
can
be
live
within
weeks
Bomom
Line:
How
else
can
you
so
quickly
drive
up
to
25%
increase
in
revenue
?

36. #CustomerCentricity
Type
ques5on
here
Q&A
/
Submit
Your
Ques*ons

37. #CustomerCentricity
Panelists
Howard Wyner
CEO
Scentiments.com
Daniel Druker
CMO
MyBuys
Debbie Hauss
Editor-in-Chief
Retail TouchPoints

38. #CustomerCentricity
Thank
You
For
AAending!
Download
this
presenta*on
at:
hmp://rtou.ch/customercentricity