Presentación Rene Lima - eCommerce Day Bogotá 2014
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Diapositivas presentadas por Rene Lima, Sr. Sales Director de Salesforce ExactTarget Marketing Cloud, en el eCommerce Day Bogotá 2014 en la plenaria "KEYNOTE ECOMMERCE III: RETAIL DEL FUTURO: LOS PRINCIPALES RETOS Y DESAFÍOS DEL COMERCIO MINORISTA EN COLOMBIA".
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Presentación Rene Lima - eCommerce Day Bogotá 2014
- 1. Retail del Futuro: Los Principales Retos y Desafíos del Comercio Minorista en Colombia Renê Lima Director Senior, Ventas Enterprise LATAM rlima@exacttarget.com
- 2. Retos y Desafíos • Conquistar / Recuperar clientes • El poder es de los clientes • La competencia hoy es globalizada • Escenario económico/social/regulatorio variable • Hablar con los clientes a través de diversos canales • Logística • Internet de las cosas • Uso de la tecnología 5B Smartphones 2017 4.5BAggregated Users Mídias Sociales
- 3. “Los Clientes esperan estar en el centro de su mundo, y hay que ponerlos ahi”
- 4. Respuestas a los Retos y Desafíos • Experiencia de compra Sustentable Encantar el cliente Personalizada / Direccionada Vendedor necesita autonomía Agilidad en la atención Aprobación y pagos rápidos "Customer Company”
- 5. • Omni Channel Integrarse con su cliente a través de todos los canales Respuestas a los Retos y Desafios MobileEmail Social Web Offline
- 6. Respuestas a los Retos y Desafíos • Tecnología Disponible Escalable Datos son base para todas las actividades de marketing “El 39% de los profesionales de marketing informan dificuldades en recoletar datos de los clientes de manera suficientemente rápida.” eMarketer, 2011
- 7. Respuestas a los Retos y Desafios • Inteligencia Predictiva Inferir Preferencias, hacer predicciones y Recomendaciones Personalizar todos los canales Recolectar comportamientos a través de los canales
- 8. Invite a los clientes para conectarse a través de múltiples canales. Hacer una primera fuerte impresión, y preparar el terreno para las comunicaciones en curso. Proporcionar un valor que convierte prospectos en clientes y entusiastas de la marca No se rindas de los subscriptores que no participan. Campañas de ciclo de vida que generan resultados
- 9. • Desafío: la segmentación no estaba teniendo el retorno esperado (retornos decrescientes); Cruzamiento manual de las bases; exceso de labores operativas. • Solución: Banco de datos relacionales, modelos de integración, modelos de automatización, robustez, alto desempeno y capacidad de inversión. • Resultado: Crecimento de 5 para 50 disparos diários; 70% de aumento en la tasa de apertura – 6x mas clicks, aumento de entregabilidad del 96% para 99,5%; no hubo aumento del equipo y se acabaron los trabajos de fin de semana y nocturnos.
- 10. Éxito en Automatización • Enviaba mensajes de correo electrónicos semanales muy básicos, y estáticos a todos los suscriptores. • Apalancamiento de las herramientas de automatización de ExactTarget Marketing Cloud para crear una campaña de correo electrónico después de la compra. • Hoy envía 20 millones de correos por semana, siendo 18 millones de correos únicos. Su ROI esta siendo 15x más con correos personalizados.
- 11. Retail Touchpoints Optimized,” ExactTarget Research Series Subscribers, Fans, and Followers, 2012 “95%de los Retailers Top 100 no personalizan correos para sus clientes.”
- 12. “Retail Touchpoints Optimized,” ExactTarget Research Series Subscribers, Fans, and Followers, 2012 De los usuarios de correos de U.S.A cancelan su subscribción porque las marcas envian muchos mensajes de correo electrónico. 69 %
- 13. Customer Journey La suma de todas las experiencias de marca que un cliente va a tener en un percurso.1 2 Camino único de un cliente en una relación con la marca
- 14. Jornada del Consumidor • 29 años • Soltera • Profesora de Educación Primaria • Consumidora de catálogos desde hace mucho tiempo y le gusta Facebook, pero actualmente no está suscrita a sus comunicaciones por e-mail • Participa todos los meses de la “noche del bordado” lo que es sólo un motivo para que Sofía y otras chicas beban vino y conversen mientras los maridos cuidan de los niños. Conozca a Sofía
- 15. Compras por internet Sofía compró un conjunto de cortadores de galletas en forma de corazón porque ella va hornearlas para su grupo en la escuela Cuando la encomienda llega ella percibe que en el embalaje hay una postal divulgando un sorteo. Ella digita la URL para una Landing Page y es direccionada para el concurso de la SocialPage en Facebook Participe de nuestro sorteo cookstore.com/participe
- 16. Captura Social Sofía participa del sorteo y se registra para volverse opt-in y pasar a recibir mensajes promocionales para que pueda ser la primera en saber sobre ofertas similares Dirección de e-mail : Sofia@dominio.net Gracias por participar! Compartir!
- 17. Livros de Receitas Encuentre un libro de recetas 1. Que tipo de plato le gusta preparar? Encuentre un libro de recetas Cuál es su experiencia como Cocinera? Encuentre un libro de recetas 3.¿Cuánto usted esta pensando en gastar? Personalización de la Internet Ya que Sofía participó de un sorteo relacionado a un libro de recetas, la llevamos para la sesión de libros de recetas del área de herramientas de Culinaria del site. Sofia usa una herramienta de venta guiada para buscar otros libros de recetas relacionados Ella busca los ítems y, hasta llega a colocar un libro de recetas al carrito de compras. Agregar al carrito Fresh + Fast Cooking Pero decide no comprar
- 18. Recomendaciones de email Un trigger email direcciona un mensaje de remarketing con libros de recetas con base en el comportamiento de Sofía en el website ¿Recuerda este libro? Promo Code Fresh + Fast Cooking Sofía lee el e-mail en el trabajo Pero lo borra accidentalmente
- 19. Interacción Social Sofía Souza @SofiaSouza @CookStore Borré accidentalmente mi cupón ¿Usted puede ayudarme? CookStore @CookStore @SofiaSouza Claro! Le re-enviaremos el e-mail Avísenos si hay algo más en que podemos ayudarle
- 20. Compra en la tienda física Sofía va al Centro Comercial y compra el libro de recetas recomendado con su código promocional. Ella pide un Recibo Electrónico En el recibo Electrónico hay una oferta que genera una oportunidad de upsell Recibo Electrònico R$ 20,71 Fresh + Fast Cooking Agradecemos su compra! ¿Ya viste estas otras opciones
- 21. scrapbooking Canal de preferencia Con base en sus preferencias Sofìa recibe una alerta por SMS sobre un próximo evento local O recibe un email sobre un próximo evento Boletín Informativo del Club del Libro de Recetas Febrero cocinar música lectura Evento del Club del Libro de Recetas en la Librería Master del Centro Comercial Alborada, este viernes bit.ly/a3m4
- 22. Personalización de email 7 días después de la compra del libro de recetas, Sofía recibe un e’mail automático para la evaluación del producto. Ella también es invitada a participar del club del libro de recetas Evalúe su compra Fresh + Fast Cooking Trigger email enviado +7 dias Join our Cookbook Club! Trigger email enviado +14 dias Ella entra y agrega su número de celular en su perfil para que pueda recibir alertas en su celular sobre eventos locales del club del libro de recetas Perfil de Sofia Souza
- 23. La Jornada de la Consumidora Sofía Dirección de e-mail Sofia@dominio.net Agrega al carrito Fresh + Fast Cooking @CookStore Evaluación
- 24. Muchas Gracias! Venga a nuestro stand y conozca nuestras soluciones y historias de éxito!! Renê Lima Director Senior, Ventas Enterprise LATAM rlima@exacttarget.com ™
Notas del editor
- O objetivo geral é criar clientes fiéis e felizes – Assim como Sofia
- Select which statistic is most pertinent to your prospect. The research stat in this slide can be edited. 51% of organizations worldwide are not currently running automated lifecycle email marketing programs. (eMarketer 2011) 75% of organizations worldwide believe their lifecycle email marketing programs are outperforming traditional outbound marketing campaigns. (eMarketer 2011) 21% of business executives worldwide said that implementing lifecycle messaging was a top email marketing initiative in 2011. (eMarketer 2011) 26% companies worldwide use a cart abandonment lifecycle email program. (eMarketer) A common challenge faced in the Retail industry is Automating Lifecycle Engagements. In your day-to-day efforts, you are continually faced with building relationships with potential buyers while simultaneously engaging your current customers in a deeper, more meaningful way. This lead nurturing and relationship building process is often done by sharing content that customers find relevant or reflective of their needs or interests as it pertains to where they are in life. But the challenge is how you create a one-to-one experience in your messages that combines individual preferences, demographic information, and past purchase history to speak to each and every customer in a relevant way without using an email blasting approach. Imagine bringing quality customers to your brand through effective messaging and influencing your audience at every stage in the buying lifecycle so that you can increase ROI and spend more time focusing on other company initiatives. Questions to ask prospects: How much time do you spend during the week formatting your messages and creating content? What type of content do you think is best for generating and nurturing customers? How can you create a one-to-one experience that speaks to each and every customer in a relevant way without using an email blasting approach? Are you able to personalize the content to speak to a variety of people - a new customer, a loyal customer, a dis-engaged customer, or a prospective customer? What automated confirmations are you sending to your customers to remind them of the latest offers and deals? How are you personalizing your communication to customers to drive purchases? What is your primary focus – is it new lead generation or database conversion?
- Company Name: World’s Largest multi-channel Consumer Electronics Retailer Problem/Need/Goal: Before partnering with ExactTarget this Consumer Electronics Retailer sent a very basic, static, weekly email to all subscribers. Solution: This Consumer Electronics Retailer uses ExactTarget Landing Pages throughout their website to capture subscriber data. This Consumer Electronics Retailer uses this data to drive dynamic newsletters and personalized Reward Zone and Loyalty emails programs that are driven off of product history, purchase history, and web analytics history. This Consumer Electronics Retailer also leverage's ExactTarget's automation tools to create a post-purchase campaign. This lifecycle email campaign is focused on three phases: 1.) Education and Help, 2.) Accessories and Services, 3.) Reviews and Ratings. ExactTarget also stores their customers‘ information regarding cart abandonment, product searches, cart adds, cart deletes, and purchase history. Result: With the help of ExactTarget, this Consumer Electronics Retailer is now sending out 18 million unique emails to a subscriber base of 20 million customers. This Consumer Electronics Retailer gets 15x ROI on personalized emails. Increased customer loyalty and 1:1 engagement Speak Relevantly to the Retail industry through other Client Success Stories: Search under these Filters: Retail Industry Technology Data Systems Integrations Interactions Channels MobileConnect
- Select which research study is most pertinent to your prospect. The research stat in this slide can be edited. 38% of Facebook brand fans said they’re more inclined to buy from that brand which may be an indication that a Facebook fan could become a loyal customer. (eMarketer.com) 35% of US Internet Users Recommend a Brand, Product, or Service on Facebook. (eMarketer) When surveyed by eVoc, 54% of Facebook users who “liked” the page of a brand or company that sells a product or service said they were somewhat or much more likely to purchase from that brand (eMarketer) 43% of Business Executives Worldwide view integrating social media and email marketing as a top email marketing initiative (eMarketer) 24% of American adults say they've posted comments about a purchase they've made (Pew Research) 94% of people "distrust" pop-up ads, over 20 million have installed pop-up blockers, and over 50 million people signed up for "no call" protection (Glen Urban, MIT Professor) 70% of Americans look at product reviews before making a purchase (Glen Urban, MIT Professor) Questions to ask prospects: How do you utilize your social media resources to engage your consumers to connect with each other? How do you encourage your consumers to provide feedback on your products and services? A Common challenge faced in this industry is the management of the various information channels in which customers can gain and share information with each other. Below are examples of the types of information and channels that have changes the way customers shop. Increasing access to information: For most consumers, pre-shopping involves discovering what others think – their friends, people with shared interests, actual product owners, etc. User-generated content like reviews and community Q&A helps shoppers find the right products for their individual needs The implications to retailers: Information about your brand is out there and with the use of the internet, social media and other sources customers are going to find it no matter what. Whether the information be positive or negative you need to be aware of what is out there. Not having this awareness could negatively effect your brand by allowing misinformation and negative publicity continue to filter through the information world. More simplified direct transactions: Customers can buy from anywhere, regardless of physical location. The Internet simplifies transactions for both consumers and industrial customers. Customers can connect directly with providers to buy goods and services. For example, online ordering and direct shipment make buying books and electronics possible at any time without leaving home. The implications to retailers: Why would a consumer shop at your store when there are so many alternatives out there? This is why retailers need to step up their game when it comes to the consumer experience with your store. Whether it be at your eCommerce site or your Brick and Mortor location, it is very important that each and everyone experience the customer has with your brand is unique and to their satisfaction. In addition retailers need to relook at their competitive landscape. With the additional channels for purchase, there could be competitors out there that didn’t even exist one, three, five years ago. Increasing communication between customers: Increasing communication between customers amplifies and accelerates word-of-mouth marketing. With outlets like Twitter and Facebook, customers can now gain insights from each other about products and services with a quick tweet or wall post. This also makes it even more important for retailers to focus on customer service as information for both positive and negative experiences brand experiences can be disseminated very quickly. The implications to retailers: Talk is not so cheap these days. People are talking about your brand and they are doing so in a much faster and more connected way than ever before. One negative experience with your brand could set off a social media frenzy reaching thousands of people within a matter of minutes. This doesn’t mean that you should avoid participating in social media, rather the opposite is true. Consumers are participating without you so why not join them? To ensure that any negative chatter about your brand is remedied quickly make sure to embrace the social media channels and consistently monitor what is being said about your brand. Consumer control over media influence Customers can avoid a company's marketing efforts. Consumers have more control over the flow of marketing messages into their homes and lives. Consumers' distaste for junk mail, telemarketing calls, spam, and pop-up ads means that these pushy messages are more likely to earn ire than profits. Technology empowers consumers by letting them mute or zap TV commercials, screen telephone calls, block pop-up ads, stop telemarketing, or send spam straight to the trashcan. The implications to retailers: With consumers having more control over media influences these days retailers need to be smarter about where they spend their advertising dollars. You can’t just throw millions of dollars into a national TV campaign and expect results like you could in the past, rather you must be much more strategic. Having a good marketing mix is a great solution as opposed to having all of your eggs in one basket. Make sure you understand who your target audience is and where they are spending most of their time. This has drastically changed over the past 5-10 years so don’t assume that it has stayed the same.
- Aqui está o que sabemos sobre Sofia (leia o slide) ----- Anotações da Reunião (10/5/13 16:48) ----- Iremos levar você para uma jornada do consumidor para mostrar como seu consumidor pode interagir com você
- Isso mostra que a compra pela Internet e um cartão postal (Mala Direta) Cross-channel que ela recebeu a direcionou para um sorteio
- Sofia entra em um contexto onde ela escolhe receber mensagens promocionais do revendedor. Então recebe uma mensagem desencadeadora do revendedor que agradece sua participação e lhe solicita mais informações sobre ela (poderia ser o centro de preferência guiado ou uma ferramenta de venda guiada) Enquanto isso, todas essas interações estão sendo gravadas no sistema de inteligência com foco no consumidor
- Para saber mais sobre Sofia, o e-mail a direciona para a sessão de livros de receitas do site, já que sabemos pelo seu comportamento que ela gosta de cozinhar. Sofia completa uma ferramenta de venda guiada para procurar por outros livros de receitas relacionados. Ao final da experiência com este recurso – ela recebe algumas recomendações sobre livros de receitas que podem se adequar as suas necessidades e interesses. Ela gosta das recomendações e até adiciona um ao seu carrinho. Infelizmente alguém a chama em um outro cômodo, então se distrai e decide não comprar
- iGoDigital gera um trigger email com mensagem para Sofia com base em seu comportamento de compra e produtos visualizados anteriormente. Ela lê o email no trabalho mas apaga acidentalmente
- Ela vai para o Twitter e manda uma DM para a marca para ver se eles podem ajudá-la. A marca consegue reenviar o email para ela para que ela possa completar sua compra.
- Sofia vai ao shopping e compra o livro de receitas recomendado com o código promocional que ela recebeu por email Ela pede um Recibo Eletrônico O email pós-compra possui outro produto recomendado que ela também poderia se interessar em comprar
- Com base sem suas preferências ela pode receber um alerta por SMS ou por email, informando sobre um próximo evento local para o Clube do Livro de Receitas
- 7 dias após sua compra em loja ela recebe um email pedindo que avalie e classifique seu produto Ela também é convidada para participar do clube do livro de receitas por email, 7 dias depois. Por esse processo pedem que ela adicione seu número de celular em seu perfil para que ela possa receber alertas no celular sobre eventos locais de clube do livro de receitas