promozoo- dotmailer bricks and mortar deck
DESCRIPTION
Creating the Ultimate customer Journey Roadshow DublinTRANSCRIPT
Digital Bricks and
Mortar for Retailers
Brian Larkin- Founder Promozoo.ie
@Promozoo
Skip Fidura- Huge title at dotmailer
@skipfidura
Slide 2@SkipFidura @dotmailer #CustomerJourney
An estimated €3.7bn was spent by Irish consumers online in 2012 however 73% of that was spent on overseas websites. ¹
Mobile phone penetration currently stands at 118.5% (5.4 million plans) ³
Email popularity and usage is on the rise, predicted to rise to 4.9 billion accounts by 2017²
Ireland is one of the fastest growing online retail markets in the world with 60% of Irish adults shopping online. ¹
Sources: ¹Google Ireland Breakfast 2014²Email Statistics Report- Radicati Group 2014³The Irish Digital Consumer Report 2013
To begin Some Killer Stats………;)
60%
4.9 bn
118.5%
€3.7bn
Slide 3 of 28
What is the Next Big Thing?
“Big data driven contextual customer
experiences delivered by cloud based
marketing automation solutions”
Slide 4 of 28
What is the Next Big Thing?
“Blah blah driven blah blah blah
delivered by blah blah marketing blah
blah”
Slide 5@SkipFidura @dotmailer #CustomerJourney
People Buy From People
Picture from www.brand drivendigital.com
Slide 6@SkipFidura @dotmailer #CustomerJourney
Experience Starts Before You Even Walk In
Billions spent annually on POS ..why?
Slide 7 @SkipFidura @dotmailer #CustomerJourney
Transactions Have Become Sterile
….Whose cart is it anyway? …
7
…human interactions at scale
Slide 8 @SkipFidura @dotmailer #CustomerJourney
The Bricks and Mortar Journey
Greet Browse
Buy Goodbye
Slide 9 @SkipFidura @dotmailer #CustomerJourney
The Bricks and Mortar Experience
Greet:• Welcome to• How are you today?• Can I help you find anything in
particular?
Browse:• Can I find that for you in your size or
something that goes with that?• Have you seen this offer?• If you are too busy, I can hold this for
you.
Buy:• Upsell/Cross Sell• Point out missed offers• Answer any questions about payment,
returns etc.• Would you like to join our mailing list?
Goodbye:• Thank you• Did you find what you were looking for
today?• Stop by next week for new stock.• Customer satisfaction
Slide 10 @SkipFidura @dotmailer #CustomerJourney
From eTail to meTail
Greet:• Welcome program• Data capture• Landing pages• VIP program
Browse:• Browse abandonment• Product recommendations• Size guides• Product reviews
Buy:• Order confirmation• Shipping confirmation• Cross sell/upsell• Data capture
Goodbye and After:• Thank you• Review request/customer sat survey• Product Replenishment• VIP program/Loyalty• Lost/Lapsed program• Birthday program
Slide 11 of 28
Greet
Slide 12@SkipFidura @dotmailer #CustomerJourney
Data Capture and Welcome – J. Crew
• What do you really need to
know when you first meet
someone:
– First name
– Last name
• This also asks for:
– Email twice
– Password twice
– Password hint
– Country
Slide 13@SkipFidura @dotmailer #CustomerJourney
Data Capture and Welcome – J. Crew
• This email is sent immediately
• Greeting and copy tone match
the brand
• This email does call out the
benefits of registering but will
they be perceived as a
benefit?
Slide 14@SkipFidura @dotmailer #CustomerJourney
Data Capture and Welcome – J. Crew
• A more branded email comes
the next day
• Missed some tricks
– Not personalised
– CTA to website but this
follows a registration on
the website
– Doesn’t reinforce the
benefits of the time the
customer spent giving up
their details
Slide 16 of 28
Browse
Slide 17@SkipFidura @dotmailer #CustomerJourney
Abandon Browse and Basket
• First and foremost highlight the
products that they were viewing
or in the basket
• Position this email as a value
added service
– Holding the products for you
– Anything we can do to help
– Overcome barriers and
objections
• Feature related products
Slide 18 of 28
Buy
Slide 19 @SkipFidura @dotmailer #CustomerJourney
Why you should send transactional emails
Post-sale transactional emails have the highest customer engagement of any communication:
• Minimize post-purchase dissonance
• Reduce returns
• Build customer loyalty and trust
• Build online brand advocacy
• Maximize upsell and cross-sell revenue
Slide 20@SkipFidura @dotmailer #CustomerJourney
Order Confirmation
• Say “Thank You”
• Confirm payment, product and delivery
details
• Show related products
• Share customer service details
• Encourage people to sign-up who haven’t
already
• Ensure that the message is on brand both
visually and tone of voice.
Good but Not Carling……..Survey here?The most important part has yet to occurWas it delivered on time & in good condition?
Slide 21@SkipFidura @dotmailer #CustomerJourney
Shipping Confirmation
• This is always a good news
message
• Don’t let your carrier take the
glory – unless the message
isn’t great (e.g. wide delivery
window)
• Confirm the shipping details
• Another good opportunity to
cross and up sell.
Slide 22 of 28
Goodbye – For Now
Slide 23@SkipFidura @dotmailer #CustomerJourney
Surveys are a Form of Digital Body Language• Time the email within a couple of
days of delivery
• Ideally include an image or
description of the product
purchased to remind customers
which purchase they are reviewing
• Include customer services details
or a special department to resolve
issues before they leave the review
• Do not forget to thank all reviews –
positive and negative
• Follow up on all reviews if possible
Slide 24@SkipFidura @dotmailer #CustomerJourney
Product replenishment
• First Priority – Will they buy
the product again?
• Second Priority – Will they
buy it from you?
• Tailor it to the product
– Product specific timing
– Product image
– Dynamic content in you
other marketing comms
Slide 25 @SkipFidura @dotmailer #CustomerJourney
Some Thoughts About RetentionBy Skip Fidura, dotmailer Global Client Services director
• Did you wake up wanting to be retained today?
• How much time should you spend on your “Monthly Email
Campaign where you Repurpose Stuff Off Your Website”?
• If you could personally walk a single customer through
their journey from first purchase to loyal customer, what
would your story be?
Thank You
Brian Larkin/Skip Fidura
@Promozoo @skipfidura