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Digital Bricks and Mortar for Retailers William Darbey Key Account Director, dotmailer @dotmailer #magentouncovered

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Slide 2Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered UK Online is Exploding 107b Online Sales 2014 91b Consumer Sales 17% Growth 2013 Source: Capgemeni 2014 16% Growth 21% Total Retail

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Slide 3 of 28 What is the Next Big Thing? Big data driven contextual customer experiences delivered by cloud based marketing automation solutions

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Slide 4 of 28 What is the Next Big Thing? Blah blah driven blah blah blah delivered by blah blah marketing blah blah

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Slide 5 Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered People Buy From People Picture from www.brand drivendigital.com

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Slide 6Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered Experience Starts Before You Even Walk In

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Slide 7Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered Transactions Have Become Sterile 7

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Slide 8Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered The Bricks and Mortar Journey GreetBrowse Buy Goodbye

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Slide 9Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered 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

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Slide 10Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered 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 Lost/Lapsed program Birthday program

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Slide 11 of 28 Greet

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Slide 12 Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered 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

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Slide 13 Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered 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?

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Slide 14 Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered Data Capture and Welcome J. Crew A more branded email comes the next day Missed some tricks Not presonalised CTA to website but this follows a registration on the website Doesnt reinforce the benefits of the time the customer spent giving up their details

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Slide 15Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered Getting to Know You

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Slide 16 of 28 Browse

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Slide 17Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered AlexandAlexa

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Slide 18Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered AlexandAlexa

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Slide 19Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered AlexandAlexa

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Slide 20Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered AlexandAlexa

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Slide 21Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered AlexandAlexa

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Slide 22Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered AlexandAlexa

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Slide 23 of 28 Buy

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Slide 24Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered Why you should send transactional emails Post-sale transactional emailshave the highest customerengagement of anycommunication: Minimize post-purchasedissonance Reduce returns Build customer loyalty andtrust Build online brand advocacy Maximize upsell and cross-sell revenue

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Slide 25 Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered Order Confirmation Say Thank You Confirm payment, product and delivery details Show related products Share customer service details Encourage people to sign-up who havent already Ensure that the message is on brand both visually and tone of voice.

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Slide 26 Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered Shipping Confirmation This is always a good news message Dont let your carrier take the glory unless the message isnt great (e.g. wide delivery window) Confirm the shipping details Another good opportunity to cross and up sell.

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Slide 27 of 28 Goodbye For Now

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Slide 28 Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered 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

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Slide 29 Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered 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

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Slide 30Digital Bricks & Mortar for Retailers @dotmailer #magentouncovered Some Thoughts About Retention Did you wake up wanting to be retained today? How much time should you spend on your Monthly EmailCampaign where you Repurpose Stuff Off Your Website? If you could personally walk a single customer throughtheir journey from first purchase to loyal customer, whatwould your story be?

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Thank You Skip Fidura Global Client Services Director, dotmailer Chairman, Email Marketing Council, UK DMA @skipfidura