Promozoo- dotmailer bricks and mortar deck
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Creating the Ultimate customer Journey Roadshow Dublin
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Promozoo- dotmailer bricks and mortar deck
- 1. Digital Bricks and Mortar for Retailers Brian Larkin- Founder Promozoo.ie @Promozoo Skip Fidura- Huge title at dotmailer @skipfidura
- 2. To begin Some Killer Stats………;) 60% 118.5% Mobile phone penetration currently stands at 118.5% (5.4 million plans) ³ €3.7bn An estimated €3.7bn was spent by Irish consumers online in 2012 however 73% of that was spent on overseas websites. ¹ Ireland is one of the fastest growing online retail markets in the world with 60% of Irish adults shopping online. ¹ 4.9 bn Email popularity and usage is on the rise, predicted to rise to 4.9 billion accounts by 2017² Sources: ¹Google Ireland Breakfast 2014 ²Email Statistics Report- Radicati Group 2014 ³The Irish Digital Consumer Report 2013 @SkipFidura @dotmailer #CustomerJourney Slide 2
- 3. Slide 3 of 28 What is the Next Big Thing? “Big data driven contextual customer experiences delivered by cloud based marketing automation solutions”
- 4. Slide 4 of 28 What is the Next Big Thing? “Blah blah driven blah blah blah delivered by blah blah marketing blah blah”
- 5. People Buy From People Picture from www.brand drivendigital.com @SkipFidura@dotmailer #CustomerJourney Slide 5
- 6. Experience Starts Before You Even Walk In Billions spent annually on POS ..why? @SkipFidura @dotmailer #CustomerJourney Slide 6
- 7. Transactions Have Become Sterile ….Whose cart is it anyway? … Slide 7 @SkipFidura @dotmailer #CustomerJourney 7 …human interactions at scale
- 8. The Bricks and Mortar Journey Greet Browse Buy Goodbye Slide 8 @SkipFidura @dotmailer #CustomerJourney
- 9. The Bricks and Mortar Experience Greet: • Welcome to • How are you today? • Can I help you find anything in particular? Slide 9 @SkipFidura @dotmailer #CustomerJourney Browse: • Can I find that for you in your size or something that goes with that? • Have you seen this offer? • If you are too busy, I can hold this for you. Buy: • Upsell/Cross Sell • Point out missed offers • Answer any questions about payment, returns etc. • Would you like to join our mailing list? Goodbye: • Thank you • Did you find what you were looking for today? • Stop by next week for new stock. • Customer satisfaction
- 10. From eTail to meTail Greet: • Welcome program • Data capture • Landing pages • VIP program Slide 10 @SkipFidura @dotmailer #CustomerJourney Browse: • Browse abandonment • Product recommendations • Size guides • Product reviews Buy: • Order confirmation • Shipping confirmation • Cross sell/upsell • Data capture Goodbye and After: • Thank you • Review request/customer sat survey • Product Replenishment • VIP program/Loyalty • Lost/Lapsed program • Birthday program
- 11. Slide 11 of 28 Greet
- 12. Data Capture and Welcome – J. Crew • What do you really need to know when you first meet someone: – First name – Last name • This also asks for: – Email twice – Password twice – Password hint – Country @SkipFidura@dotmailer #CustomerJourney Slide 12
- 13. Data Capture and Welcome – J. Crew • This email is sent immediately • Greeting and copy tone match the brand • This email does call out the benefits of registering but will they be perceived as a benefit? @SkipFidura@dotmailer #CustomerJourney Slide 13
- 14. Data Capture and Welcome – J. Crew • A more branded email comes the next day • Missed some tricks – Not personalised – CTA to website but this follows a registration on the website – Doesn’t reinforce the benefits of the time the customer spent giving up their details @SkipFidura@dotmailer #CustomerJourney Slide 14
- 15. Slide 16 of 28 Browse
- 16. Abandon Browse and Basket • First and foremost highlight the products that they were viewing or in the basket • Position this email as a value added service – Holding the products for you – Anything we can do to help – Overcome barriers and objections • Feature related products @SkipFidura@dotmailer #CustomerJourney Slide 17
- 17. Slide 18 of 28 Buy
- 18. Why you should send transactional emails Post-sale transactional emails have the highest customer engagement of any communication: • Minimize post-purchase dissonance • Reduce returns • Build customer loyalty and trust • Build online brand advocacy • Maximize upsell and cross-sell revenue Slide 19 @SkipFidura @dotmailer #CustomerJourney
- 19. Order Confirmation • Say “Thank You” • Confirm payment, product and delivery details • Show related products • Share customer service details • Encourage people to sign-up who haven’t already • Ensure that the message is on brand both visually and tone of voice. Good but Not Carling……..Survey here? The most important part has yet to occur Was it delivered on time & in good condition? @SkipFidura@dotmailer #CustomerJourney Slide 20
- 20. Shipping Confirmation • This is always a good news message • Don’t let your carrier take the glory – unless the message isn’t great (e.g. wide delivery window) • Confirm the shipping details • Another good opportunity to cross and up sell. @SkipFidura@dotmailer #CustomerJourney Slide 21
- 21. Slide 22 of 28 Goodbye – For Now
- 22. Surveys are a Form of Digital Body Language • Time the email within a couple of days of delivery • Ideally include an image or description of the product purchased to remind customers which purchase they are reviewing • Include customer services details or a special department to resolve issues before they leave the review • Do not forget to thank all reviews – positive and negative • Follow up on all reviews if possible @SkipFidura@dotmailer #CustomerJourney Slide 23
- 23. Product replenishment • First Priority – Will they buy the product again? • Second Priority – Will they buy it from you? • Tailor it to the product – Product specific timing – Product image – Dynamic content in you other marketing comms @SkipFidura@dotmailer #CustomerJourney Slide 24
- 24. Some Thoughts About Retention By Skip Fidura, dotmailer Global Client Services director • Did you wake up wanting to be retained today? • How much time should you spend on your “Monthly Email Campaign where you Repurpose Stuff Off Your Website”? • If you could personally walk a single customer through their journey from first purchase to loyal customer, what would your story be? Slide 25 @SkipFidura @dotmailer #CustomerJourney
- 25. Thank You Brian Larkin/Skip Fidura @Promozoo @skipfidura
Notas del editor
- If you believe what you read then you should be working on …
- But if you heard … then you are not alone.
- The reality is that people still buy from people. Gone are the days of the corner shop where The shop keeper knew you Stocked the things you liked Knew which products should be running low.
- Over £1B is spent annually on merchandising and POS Let’s see how well these brands do … You know what you are going to get whenever you go into one of these shops If you go into a Gap you know that: Greet Hi How are you today? Anything I can help you with? Let me help you find that in your size. Let me find something else to go with that. Show what other people are trying on Point out in store promos Too busy? I can hold that behind the till for you. Upsell on the till Ask for email address on the till. Thank you. Come again.
- So what about the buying phase? People buy from people but digital has totally removed the human element. Think about the last time your bought something online from a store other than Amazon. Are you sure it wasn’t Amazon? Every Checkout looks like Amazon, else there will be a high abandon rate during the purchase process. And that highlights the problem. If every check-out process looks like Amazon, then they quickly become sterile and anonymous. You can take your logo and switch it out with any of your competitors and your customer will not know the difference. So we need to differentiate ourselves by removing the sterility and being more human. It is simple stuff like saying “Thank You.” We conducted some research on 60 top UK and US online brands and were shocked to find that the vast majority were not even doing the basics like: Sending a thank you message when somebody buys something or registers on your website Most brands send order conformation emails but they come out of the eCommerce platform and are therefor not tracked in any way and are frankly never on brand The best shipping conformation came from the shipper not the company from whom we bought the product. The list goes on. We spend so much time being digital marketers that we forget that all we are really trying to accomplish is human interactions – at scale.
- The bricks and mortar journey can be broken into four main parts…
- I have typed this out for you.
- While on the face of it this looks like a short form, would they have been better asking for details that could be used to deliver a richer experience rather than focussing on creating an account
- Just because you think something is a benefit doesn’t mean that it is.
- They follow that email up one day later but… No personalisation CTA drives reader to “explore” the website but that is where I was when I signed up They could have asked about my interests to make the email and web presence more tailored to me – Net-A-Porter does this very well.
- This is great for an abandoned basket email and checks all the boxes BUT an abandoned browse email needs to be a little more subtle In a shop, you know that a shop assistant spoke with you and helped you browse In ecommerce, customers know (they are not stupid) but they forget You can easily cross into the creepy factor
- This hits all of the key points but By changing the design the could more prominently feature recommended products They ask about the experience but in reality the most important part of the experience is yet to occur Was the product delivered when expected? Was the product delivered in good condition?
- Shipping confirmation emails are tricky In a break from trend want to call out a good thing about this email Gant has used their brand on the shipping confirmation sent by the shipper This is the best news of the journey and too often ecommerce brands miss out on the good feeling If your delivery partner is Good – they can get some or all of the credit Bad – you get all of the blame
- You can tell when a customer is dissatisfied in a shop – online it is not so obvious But the old rule of thumb is still true A customer will tell 5 people about a good experience And 25 people about a bad experience But in today’s world it is not about how many people they tell but how willing they are to post about it on Facebook For this email, a couple of things to think about On-line shoppers shop on-line a lot they might not remember the transaction you are asking about so give them as many clues as possible Brand Product details Product image Be careful about over surveying – don’t be that annoying friend that is always looking for validation
- Product replenishment sounds great in the abstract and is easy if you sell one or maybe just a few products. But think about a retailor who sells hair and beauty products (clearly something I don’t know anything about) If I buy a number of products that will al run out at different times How do I manage the customers inbox How do I fit this in with my other marketing materials
- Offline, retention starts before the customer even enters the shop.