AdDiego Summit 2017 | Presented by CPC Strategy & Google

Customer Centric eCommerce Marketing

Aligning Paid Media Strategy Across Key Channels

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Speakers

Lewis BrannonSr. Retail Search Manager

KC SimmonseCommerce Marketing Manager

Today’s Agenda

● Brief History of REEF eCommerce

● Challenges with transition from wholesale/retail to D2C eComm

● Key principles of customer centricity

● Aligning paid media strategy across channels

● Q/A

● Started by Aguerre Brothers in Argentina in early 80’s with $4,000

● Moved to La Jolla, CA and Launched REEF Brand in 1984

● Used Innovative Marketing to Gain Traction in Surf Community

● Heavily reliant on Wholesale Model

● Steadily Grew, Becoming World Leader in Active Sandals

● REEF.com launched in 2011

● Today Offer Full Line of Footwear, Apparel & Accessories

Brief History of REEF

Wholesale/Retail to D2C eCommerce

● Prior to 2015 all eCommerce was outsourced to a “one-stop-shop”

○ Website Management

○ Product Photography

○ Marketing Services (SEM, Email, Affiliate, SEO, Display)

○ Customer Service

● Transitioned to In-House eCommerce in 2015

○ Hired Director of eComm

○ Assembled eComm Team (KC)

○ Signed Key Agency Partners

REEF — An eCommerce Journey

Challenges of building an eComm Channel

Finding the Best Partners & Agencies● Prioritization of Needs

● Finding Specialists, not “one stop shops”

Creating & Championing a Digital Strategy

● Pitching for Budget

● Balancing Brand Protection & New Customer Acquisition

● Co-Exist with retail partners

Identifying Areas of Opportunity● New Customer Acquisition (Shopping, Search, Social, Email)

● Customer Retention

● Website / UX

● Resources & Data Management

My Focus as eCommerce Marketing Manager

Initiatives:

● Organize and harmonize all advertising accounts

● Partner with best-in-class agencies to instill best practices

● Reinforce customer-first mentality throughout the organization

Focus Areas:

● Paid Media (Search, Shopping, Display, Video)

● Social Media (Performance Social including Retargeting & Prospecting)

● E-Mail

● Affiliate

● Organizing D2C Calendar

Key Results

● Single Digit Growth - when outsourcing REEF.com

● Double Digit Growth - by bringing eComm in house

● Triple Digit Growth - after partnering with the right agencies

Aligning Your Paid Media StrategyCustomer Centricity in Action

Customer Centricity Defined

*businessdictionary.com

Creating a positive consumer experience at the point of sale

and post sale. A customer-centric approach can add value to a

company by enabling it to differentiate itself from competitors

who do not offer the same experience.

Core Elements of Customer Centricity

PRICE

SELECTION

COMMUNICATION

RELATIONSHIP

EXPERIENCE

5 Core Elements of Customer Centricity

Experience

Website Experience

● UX

● Brand Values

Ad Experience

● Relevancy and Timeliness

● Alignment Across

Channels

Purchase Experience

● Checkout

● Shipping

● Returns

Experience - Website UX

Suggested items

Experience - Purchase Experience

● FREE SHIPPING● Minimize clicks to checkout (studies

show clear correlation between lesser clicks to higher conversion rate)

● Checkout buttons at top and bottom of page

● Account creation AFTER checkout● Allow ‘continue shopping’ from

checkout (differentiate button color)● Recommended products at checkout● Clean product summaries & easy

edits to cart content

Experience - Ad Alignment

SEARCH / SHOPPING SOCIALDISPLAY

● Product Mix

○ Retail Parity, at Minimum

○ Strive to Offer Full Collection

○ Web Exclusives? Careful with Retailer Custom Make-ups

● Merchandising

○ Product Placement

○ Display Offers Up Front

○ Sorting / Filtering / Check Site Search Data

○ Customization - Requires 3rd Party Software*

Selection

Selection - Merchandising

Most popular items on Nordstrom Rack are Featured

Prominently on REEF.com

● Overall Pricing Strategy

○ Fair Prices that Meet Customer Expectations

● Re-Seller Pricing Strategy

○ MAP Agreements are a Must

■ Be Willing to Enforce Them (we know, it’s hard)

● To Discount or Not To Discount?

○ Concern around Brand Dilution, Understandable

○ Discounts Definitely Help Conversion Rates (~50% better)*

○ Full Price/Outlet Strategy, Selective Discount Marketing Strategy

Price

Price - Selective Marketing Tactics

● Google Shopping

Special Offers

● Personalized Search

Ads (RLSA)

● Small Batch Display /

Social Campaigns

○ Promo Codes

Price - Selective Marketing Tactics

PRICE

SELECTION

COMMUNICATION

RELATIONSHIP

EXPERIENCE

5 Core Elements of Customer Centricity - Power of Search + Social Strategy

Communication

● Customer E-Mail Collection (Customer Match)

● E-Mail Triggers (Hey, You Left Something in Your Cart)

● Customization of Website UX*

● Tracking Pixels (AdWords RLSA, Facebook Audiences, E-Mail Segments)

● Purchase History

● Perhaps Biggest Benefit of Having a D2C Strategy

○ Removes the Middle-Man from Customer Interaction

○ You Control Your Brand’s Message

● Ability to Collect 1st Party User Data

Communication - Aligning Your Messages

Communication - Using Search Data to Build Social Prospecting

What’s Driving Business on Google Search? Use that in Facebook

Communication - Using Search Insights for Social Outreach

● Strategic Communication to Potential New Customers● Facebook/Instagram Targeting = Phenomenal

● Single Sign On (SSO) vs. Cookie-Based (Google Getting Better, Though)

Communication - Using Facebook Audience Insights

● Page Likes● Demographics

● Location

● Activity/Device

● Household Income

● Purchase Behavior

How to access FB Audience Insights: All Tools > Audience Insights

Communication - Using Social Insights for Other Paid Media

● Target Similar Brand

Keywords in Search

Campaigns

● For YouTube Channel

Targeting

● To Build Google Affinity

Targeting

Facebook Audience Insights Page Likes Data for REEF

How to use this info:

Relationship - Reviews

● Reviews are very important

source of consumer data

● Can be used in various ways

(Right Examples)

● Ask customers to leave reviews

● Respond to negative reviews

★ Per PeopleClaim, 95% of

Shoppers will return to

interact with site if negative

review is resolved

Include Best Reviews in Facebook Ads - Can Be Automated (Yotpo)

Suppress Products with Poor Reviews from Search/Shopping (Advanced)

Relationship – VIP’s – LTV’s

Activating VIPs

● Customer Cohorts (customer match)● VIP activation campaigns (stay in front of your repeat purchasers, make them

buy even more!)

Measuring Lifetime Value

● Figure our your LTV● Upload LTV data into Facebook for better Custom Audience creation● Google has LTV tools they’re unveiling too...

Relationship - Rewards Examples

Freeman Beauty - Free samples at checkout

Muscle & Strength - earn points for all kinds of actions (purchase, friend referral, birthday) and use points to buy

prAna Influencer: for industry professionals, offer discount, sneak peek at new product launches, in-store discount, exclusive content

RECAP

● Transitioning from wholesale only to eComm B2B is tough

● Leverage a team of trusted partners

● Be customer-centric, remember 5 key principles

● Align Paid Search & Social Media strategy for best results

● Questions?

THANKS FOR LISTENING!