customer and demands
TRANSCRIPT
WWW.POSUDACENTER.RU
Customer and his demands,segments and purchase emotion cycle types
Vitali Baum
www.posudacenter.ru2
Our customer
www.posudacenter.ru3
What do we know about our customer
Online channel Offline channel
bill
Loyalty profile data
Purchase history in loyalty data
Account data
Page views
SMM data
Search requests
Purchase history
Look-a-like
Geography, devices, browsers etc
www.posudacenter.ru4
What SHOULD we KNOW about our customer
Product category
Product
Brand
Demand
Demand subject
Type and phase of purchase emotion
cycle
www.posudacenter.ru
Customer purchase emotion cycle determination
5
Stre
ngth
of p
urch
ase
emoti
onal
dem
and
Time dynamic (sample)
Strength peak
Strength recession
Purchase emotion expansion
Our goal – provide an opportunity for customer to purchase during the peak phase of purchase emotion cycle
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Types of purchase emotion cycles
6
Organic
Necessity
Rational demand
Gift
Influenced
External influencer
Internal influencer
Advertisement
Irrational demand
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Organic / necessity
7
Examples• Tooth paste at low level or empty• Favorite vase broke down• Casserole became too old
peakslows down
never stops
Provide: Brand-category association Fast search Fast ordering Fast delivery Tools:
• Brand-category ads• AdWords• seo
Choice details• Product characteristics are well known• Prices are known• Brands are known• Sometimes based on recommendations• Time limit
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Organic / rational demand
8
Examples• Oven with new features• Beautiful dishes set• Shaker
peakpeaking
for a long time
slows down Provide: Brand-category association Reviews, recipes, articles Best price trends Tools:
• Brand-category ads• adwords• Seo• Email remarketing• Remarketing• Look-a-like targeting
Choice details• Long choice process, reflections• Attributes discovering• Prices discovering• Brands discovering
long time for development
Could disappear
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Organic / gift
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Examples• Birthday• Wedding• New Year• Gender celebrations• New apartments
peak –event day
sharp growth– 1-2 days before event
slows down rapidly
Provide: Brand-category
association Gift certificate Gift package Recommendations Data collection about
gift sender and gift recipient
Share the gift wanted list
Tools:• Brand-category ads• Gift-brand ads• AdWords for gift• Email before event• Email for gift senders before event• Remarketing• PR for service• Seo
Choice details• Based on gift recipient (sex,
age, interests)• During developments
period complex choice• Fast choice if arguments
existing
Development period
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Influenced / external influencers
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Examples• blogger• Celebrity• Popular portal
peak – 2 hours after
Sharp growth
slows down rapidly
Provide: Vouchers for bloggers Blogger meetings Partner blogger meetings Own partnership program Post planning Viral content A la booking
Tools:• Rewarded posts • Email-rem «like a star»• AdWords for Product• Remarketing for product
based on follower lists• CPA
Choice details• Precisely that model\
product• Rapid emotional purchase• Don’t check the price
usually
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Influenced / internal influencers
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Examples• Friend bought• Colleague bought
peak
Sharp growth
slows down rapidly
Provide: Sharing rewards Vouchers for friends
Tools:• Rewards for reviews in SM• Email after purchase with coupons for
friends• Remarketing based on visitors from the
shared link
Choice details• That model or better
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Influenced / advertisement
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Examples• Saw product advertisement
peak
Sharp growth
slows down rapidly
Provide: Product ads content Competitors’ product
advertisement strategy monitoring
Tools:• YouTube product ads• AdWords ad for product• Rapid remarketing• Email with product content• CPA content based
Choice details• Arguments in ads content• Advertised model• Price comparison
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Influenced / irrational demand
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Examples• Stock liquidation!• 2 hours limit!• 2€
peak
Sharp growth
slows down rapidly
Provide: Time limited promos Closed sales A la booking 1€, 2€
Tools:• AdWords• Banner ads• Internal banner ads• Rapid remarketing?• Email-marketing• CPA content based
Choice details• No demand
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Demand subject
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Demand
subject
me family
businessgift
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Segmentation criteria
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mefamily
MACROSEGMENTS
MICROSEGMENTS 3 993 600
Microsegments groups1000
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Segmentation criteria
16
MACROSEGMENTS
MICROSEGMENTS 2 471 000
Microsegments group500
gift
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Segmentation criteria
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MACROSEGMENT
MICROSEGMENTS 9
business
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MACROSEGMENTS
18
Culinar
Baker
BusinessWhole
saleNew apartmentsMother
Fitness
Gifts
Others
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Customer journey
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Start of the journey
End of unsuccessful journey
Site visits
Advertisement messages receipt
Came to the shop
Stre
ngth
of p
urch
ase
emoti
onal
dem
and
Time dynamic (sample)
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Customer journey
20
Demand development ads Site visit Proposal
comparison
Order placement Order confirmation CS Waiting for order Order picking
Demand realizations
Reviews and recommendations
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Customer journey
21
Ads Demand development Site visit Proposal
comparison
Site visit Order placement
Order confirmation
with CS
Waiting for order
Order picking Demand realization return
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Customer journey
22
Ads Demand development Site visit Proposal
comparison
Site visit Shop visit Demand realization Return
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Love & Happiness delivered by us
23
Happiness = Reality - Expectations