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Annex Cloud | Leveraging Amazon DSP Data for a Profitable Customer Acquisition Strategy

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Scalable Top of Funnel Strategies That Will Outlast Competitors

Amazon DSP enhances your brand’s visibility by allowing Vendors to reach shoppers off-Amazon. As competition in the Amazon Marketplace continues to grow, brands need to ensure they have a strategy that not only captures demand, but also generates demand – fueling their top of funnel. Having a strategy that takes into account how to acquire new customers profitably is what separates top performing brands . Join our Amazon Marketplace experts as we unpack how to leverage Amazon customer data to target shoppers off Amazon.

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Annex Cloud | Leveraging Amazon DSP Data for a Profitable Customer Acquisition Strategy

  1. 1. How to Leverage e-Receipts to Tap Into 1P Data
  2. 2. Today’s Logistics ● Session recording and slides will be sent ● Log back in anytime with same link ● Resources available as handouts Persephanie Arellano Webinar Coordinator
  3. 3. leading independent performance marketing agency
  4. 4. Today’s Speaker Sean Ogino Digital Marketing Manager
  5. 5. Amazon Data and New Age of Loyalty Part Two
  6. 6. Sean Ogino Digital Marketing Manager sogino@annexcloud.com
  7. 7. Agenda 1. 2. 3. Overview of Customer Loyalty The Amazon Effect Leveraging E-receipts to Fill Missing Data Finding & Gaining Loyalty through Amazon DSP 4. Q & A5.
  8. 8. About Annex Cloud
  9. 9. HQ in Los Angeles Global offices in the UK and India Founded in 2010 Privately Held CUSTOMER LOYALTY CLOUD REFERRAL MARKETING CLOUD USER GENERATED CONTENT CLOUD Trusted by 250+ Retailers and Brands
  10. 10. • Visual Commerce • Ratings & Reviews • Questions & Answers Referral Marketing Cloud • Refer a Friend • Influencer Management • Contests & Sweepstakes ● Online Loyalty ● Omni-Channel Loyalty ● Social & Behavioral Loyalty ● Paid Membership Loyalty ● Manufacturer Loyalty ● Gift Card Solutions Core Loyalty Cloud Unified Customer Marketing Platform User Generated Content Cloud
  11. 11. Manufacturers DistributionFashion & Apparel B2B Specializing in these Key Verticals
  12. 12. New Age Loyalty
  13. 13. How many of you are currently running a Loyalty Program? ● Yes ● No
  14. 14. What is Brand Loyalty? Brand loyalty is when a consumer chooses to stay with one company at the exclusion of others, even when price or product would dictate otherwise.
  15. 15. Loyalty Programs Go Beyond Discounting When customers have no emotional loyalty to a particular brand, price and convenience are the determining factors of their decision making. For many retailers and brands, this usually means discounting.
  16. 16. Emotional Connections are New Age Loyalty It’s not about you - Loyalty should be viewed from two different lenses. 1. What's in it for the Member? 2. What pain point does the brand want to solve? Out with the old - Traditional “Earn & Burn” Loyalty Programs are not enough.
  17. 17. Emotional Connections Produce Value ● High emotional engagement translates to strong brand affinity ● Highly emotionally engaged consumers buy their favorite brand 82% of the time, compared to 38% for the less emotionally engaged. Lead with emotion Loyalty members are seeking an emotional connection with the brand.
  18. 18. And Acquisition is Painfully Expensive It is, on average, 5 times more expensive to acquire a new customer than to sell to an existing customer.
  19. 19. Loyalty Programs Solve Your Pain Points ● Higher Margins when retaining existing customers ● Keeping customers engaged in between purchases ● Repeat purchase rates, AOV, LTV ● Incentivizing customers to take action without discounting ● Rewarding advocacy
  20. 20. B2C Elements of Value Bain&CoWe’re Emotional Creatures - Not Robots, Yet...How Loyalty Programs Support Emotional Connections ● Fun and Entertainment ● Rewards Me ● Offers Badge or Tier Value ● Affiliation and Belonging ● Motivation A loyalty program should tackle 5 of these elements:
  21. 21. The Amazon Effect
  22. 22. Over 50% of all e-commerce sales in the US belongs to Amazon Over 100 Million US Prime Members Over 60% of all product searches take place on Amazon We’re Emotional Creatures - Not Robots, Yet...The Amazon Effect in Numbers
  23. 23. Amazon’s U.S. Digital Ad Market share was 7.41B in 2018 The Amazon Effect in Numbers 6.8% ($7.41B) 8.8% ($11.3B) 2018 2019
  24. 24. We’re Emotional Creatures - Not Robots, Yet...Accelerating Sales with Advertising Goals: Get Amazon’s Attention Launch New Products First-Mover Advantage Organic Ranking Clicks Sales More Reviews Amazon Advertising
  25. 25. We’re Emotional Creatures - Not Robots, Yet...The Amazon Effect The challenges that brands are facing: ● Visibility to Data ● Customer Engagement ● Low Repeat Purchase ● Minimal Brand Loyalty ● No Advocacy ● Oversaturation ● Copycats/Fakes
  26. 26. Are currently running Amazon Advertising Campaigns? ● Yes ● No
  27. 27. Leveraging e-Receipts
  28. 28. Copyright 2017 - Q4 Amazon Virtual Summit Physical Automated Receipt Moderation
  29. 29. We’re Emotional Creatures - Not Robots, Yet...Physical Automated Receipt Moderation
  30. 30. We’re Emotional Creatures - Not Robots, Yet...Benefits: Increased Customer Participation On average, 15% of an audience that's buying in-store will sign up for a loyalty program due to the introduction of the Receipt Data Aggregator.
  31. 31. We’re Emotional Creatures - Not Robots, Yet...Benefits: Groundbreaking Data This information includes, but is not limited to… ● Which retailers your customers buy from ● Which products they purchase from other brands ● Total cart value & the percentage of that belongs to you ● Geographic data ● Purchase frequency and time
  32. 32. We’re Emotional Creatures - Not Robots, Yet...Benefits in Numbers Overall Revenue AOV Members vs Non-Members 20%↑ Purchase Frequency 20%↑ 10%↑ 20%↑
  33. 33. E-Receipt Forwarding
  34. 34. We’re Emotional Creatures - Not Robots, Yet...Leveraging e-Receipts These are just a few of the ways Annex Cloud configures loyalty for 1P Sellers on Amazon: ● Receipt Data Aggregator rewards customers for the purchases they make in your retailers’ stores. ● Flexible Loyalty Incentives reward customers while keeping you compliant with MAP pricing policies. ● Social and Behavioral Loyalty strategies engage your customers between purchases, keeping your brand top mind and strengthening loyalty.
  35. 35. We’re Emotional Creatures - Not Robots, Yet...E-Receipt Automated Moderation
  36. 36. We’re Emotional Creatures - Not Robots, Yet...Traditional Scenario DSP DSPDATA AD (ON WEBSITES)
  37. 37. We’re Emotional Creatures - Not Robots, Yet...RDA Scenario DATA AD (FROM RDA) DSP
  38. 38. Finding & Gaining Loyalty Through Amazon DSP
  39. 39. 20%↑ ● Targeted Emails ● Curated Content ● Loyalty Incentives ● Cross-boundary identification ● See the totality of the customer Think Meta-Segmentation
  40. 40. 20%↑ ● Pain point - Brand doesn't know how to communicate loyalty program ● Solution - Leveraging DSP to communicate the loyalty program --- ● Pain Pont - Higher Acquisition Cost ● Solution - Lowering Cost & Increase Pairing Behavior Pain Points
  41. 41. We’re Emotional Creatures - Not Robots, Yet...RDA Scenario ● Find Your Audience ● Leveraging DSP to build loyalty ● Loyalty beyond discounting ● Leveraging new tools to aid you
  42. 42. Copyright 2017 - Q4 Amazon Virtual Summit ● Find Your Audience ● Leveraging DSP to build loyalty ● Loyalty beyond discounting ● Leveraging new tools to aid you Recap
  43. 43. Download our Emotional White PaperProposed Next Steps Schedule a 1:1 - Visit www.annexcloud.com 1. 2.
  44. 44. Bain&Co Loyalty Programs Support Emotional Connections White Paper annexcloud.com/emotional-loyalty-2019
  45. 45. Sean Ogino Digital Marketing Manager sogino@annexcloud.com Q&A

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