1. @jwatton@jwatton
John Watton, Silverpop
Internet Retailing Webinar
11th September, 2013.
Behavioural Marketing
in retail.
…orhowtogetyourcustomerstoloveyou
@jwatton

2. @jwatton@jwatton
Marketing practice
is ten years behind
marketing vision.

3. @jwatton@jwatton

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5. @jwatton@jwatton

6. @jwatton@jwatton
This is “Bob”,
the manager at
“Chiswick Wines”

7. @jwatton@jwatton
Three weird facts
I love it
1
Bob =
Waitrose x 5
Avg spend per
visit = + 30-200%
> planned
2 3

8. @jwatton
Marketing needs to
get more like Bob
S I M I L A R I T Y T O B O B
P R O F I T

9. @jwatton@jwatton
Today,
marketing is
un-Bobular
@jwatton

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11. @jwatton@jwatton
13, 365

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17. @jwatton
We’re on the way
B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G

18. @jwatton
POLL – where are you on your journey to be
more “Bobular” ?
• Broadcast
• Targeting
• Segmenting
• Personalising

19. @jwatton@jwatton
The Segmented
Audience Approach
@jwatton

20. @jwatton@jwatton
Problem:
The Segmented Audience approach is failing
3%Relevant Irrelevant
97%

21. @jwatton@jwatton
Extending traditional segmentation
1
By Profile
2
By Preference
3
By Now?

22. @jwatton@jwatton
Shrinking
segments

23. @jwatton@jwatton
The goal:
segments of one
@jwatton

24. @jwatton@jwatton
The biggest win:
by behaviour
@jwatton

25. @jwatton@jwatton
Which behaviours to track?
• Age
• Gender
• Nearest store
• Product preferences
• Buy for self/as a gift
• etc
Demographics
• Opened email
• Did not open email
• Clicked on link
in email
• Bounced
• No mailing activity
Email behaviour
• Purchase history
• Survey results
• Loyalty points
• Product searches
• Abandoned carts
• etc
Relational data
• Cart abandoned
• Product searched
• Form completed
• File downloaded
• Video viewed
• Custom event
Web behaviour
• Voucher redemption
• Store purchase
• Event attendance
• Call centre activity
• Catalogue request
• etc
Off-line behaviour

26. @jwatton
POLL – What behaviours do you track today
(and do something with)?
• Demographics
• Email
• Relational (CRM, loyalty)
• Off-line (call centre/in-store/events)

27. @jwatton
SOCIAL
EMAIL
BRICKS &
MORTAR POS
B E H A V I O U R A L
D A T A B A S E
WEBSITE
LOCATION
CRM

28. @jwatton
Web site
Call
Direct Mail
Email
SMS
Social
Action
Channels
Output Channels –
Communications
Silverpop Input Channels
External Input Channels
Web site
Location
Email
Social
SMS
Store EPOS
Web store
Call centre
Mail order
Input channels –
Interactions
• Web store
• Mail order
• Call centre
• Event

29. @jwatton@jwatton
The role of email?
Source: “Email Is Crushing Twitter, Facebook for Selling Stuff Online”, Wired, 1st July 2013

30. @jwatton@jwatton
Freemans Grattan Holdings
• Heritage as a mail order company operating 8 brands
• Moving from catalogs to online
• Seeing the shift to mobile
– 74% of emails now being opened on mobile devices
• On the road to behavioral marketing
• Automating more and more of their email
– Lapsed customer programs
– Cart/browse abandonment
– Anniversary/birthdays
– Preference centre etc.
• Upping social engagement
• Benefits of behavioral approach
– Saved 60% of email marketing costs
– Increased open rates from 19% to over 50%

31. @jwatton
Watch the video at http://vimeo.com/silverpopEMEA

32. @jwatton@jwatton
Getting there
from here

33. @jwatton
The right platform
Email
High volume sends
Rapid throughput
Deliverability services
Marketing
Automation
Web tracking
Contact scoring
Contact nurture programmes
Automated behavioural routing
Alerts

34. @jwatton@jwatton
Automate something!
• 1. Welcome/Onboarding
• 2. Browse Abandonment
• 3. Cart Abandonment
• 4. Recommendation
• 5. Product Review Request
• 6. Happy Birthday
• 7. Replenishment/Re-order
• 8. Cross Sell
• 9. Purchase Anniversary
• 10. Re-engagement
@jwatton

35. @jwatton@jwatton
Back to Bob

36. @jwatton@jwatton

37. @jwatton@jwatton
Thank you
@jwatton
jwatton@silverpop.com
@jwatton