creating an omnichannel retail experience that builds loyalty

Connecting the dots: Creating an omnichannel retail experience that builds loyalty

Stephanie Kershaw

4th May 2016

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Agenda • What do we mean by Omni

Channel?• Customer Journeys• Client examples • Tools to help

Connecting the dots

What do we mean by omnichannel?

7.5%9.5%

89%30%

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The omnichannel marketing hype

“Big data driven hyper-personalized omni-channel contextual customer

experiences delivered by cloud based marketing automation solutions”

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The omnichannel marketing reality

“Blah blah driven blah-blah blah-blah blah customer blah delivered by blah blah blah

blah solutions”

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Hype

“Big data driven hyper-personalized omnichannel contextual customer


Connecting the dots

Hype

“Big data driven hyper-personalized omni-channel contextual customer


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Back to the Future…omni-channel customer experiences…

Right Message

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Right Message and Right Channel

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Big data driven hyper-personalized …

Right Person

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…omni-channel customer experiences…


Big data driven hyper-personalized …

Right Person

…marketing automation… Right Time

Back to the Future

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Considering the buyers journey

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Acquisition1. Pop overs

2. E-receipts

3. Social media

4. Surveys

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RemarketingMinimize negative cost factors:

1. Consider free delivery

2. Offer a discount

3. Sent a prompt

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Conversion 1. Be where they are

2. Use your existing touchpoints

- welcome/new subscribe

3. Tailored content

4. Incentives

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Retention1. Follow it up.2. Put yourself in their shoes3. Mix it up a bit4. They review. You re-new!

5. Time is a great healer

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Client examples

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SlendertoneCASE STUDY

• Combines data from the Connect Abs wearable, the Connect App into dotmailer • Keeping customers engaged after their wearable device purchase. • 3 touch campaign encompassing email, landing pages

Results:• 21% success rate in encouraging

people to come back and use the belt

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ElemisCASE STUDY

• International skincare brand – (1600+ spas & salons worldwide)

• Aim to emulate the instore experience of talking with a salesperson

• Using custom variables and rich media

Results:• 30% increase in conversion by adding guided

content over and above faceted navigation• 27% increase in revenue driven by automated

campaigns within six months of launch

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ScrewfixCASE STUDY

• Screwfix is the UK's largest multi-channel supplier of Trade Tools, Plumbing, Electrical, Bathrooms and Kitchens.

• With over 30 years’ experience in the industry, they dispatch tens of thousands of parcels every week for next day and weekend delivery to tradesmen, handymen and serious DIY enthusiasts all over the UK.

Results • Sales growth of 27.9 % in 6 months• Store numbers up by a third

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Some tools you can use

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Omnichannel marketing:• Channel Extensions

- Automate marketing across multiple channels including email, SMS, direct mail, phone-calls and the web

• Integrate with your CRM or ecommerce platform

- The more data you have on your customers the better and integrations allow lots of data to be captured

• Get visibility of where customers are interacting and the ability to engage with them on that channel

- Collate browser behaviour, from the duration of their visit, the pages they’ve looked at to the device they used to get there, dotmailer stores this insight for you to use to build powerful customer segments

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Thank you

Questions?

creating an omnichannel retail experience that builds loyalty

Marketing