Digital marketing deck anshul khandelwal_31jan16

Introduction to the Company

Live Q&A Session with Mr. Anshul KhandelwalVP, Marketing, Bluestone.com

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Agenda for Session

Anatomy of Online Jewellery Purchase

Common Pain Points for Users

Marketing Automation

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Understanding User Profiles4

Sample Email and SMS Plan5

Open Q&A6

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Anatomy of Online Jewellery PurchaseA high involvement and long gestation buying process

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50% of Orders have 4 or more Touch Points Across the Conversion Funnel

At least 10/12 Products are Viewed Before a Purchase

50% of the Users Browse on Handheld Devices

On an Average 5/6 visits are Required for a Customer for Purchase Completion

Increasing Use of Multiple Screens/Devices through the Buying Cycle

6 60-70% of Orders are Assisted, Require Human Interaction (Chat/Phone)

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Anatomy of Online Jewellery PurchaseA high involvement and long gestation buying process

Discovery

Interest

Exploration

Consideration

Selection &Validation

Sale

85% Drop

User Buying Lifecycle Key User Actions• Discover BlueStone through Paid, Social and

Organic sources

• Spends time on the website• Social Engagement• Email Sign Up• Reads About Us/Policies/Contact Us

• Browse Multiple products• Chat/Call/Email

• Add to Wishlist• Retargeting Clicks• Multiple Visits

• Add to Cart/Home Try On• Price Comparisons, Read Reviews• Confirm Policies, Chat, Call

• Order/Sale

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Anatomy: Online Jewellery PurchaseA high involvement and long gestation buying process

AUTHENTICITY

• Is this Jewellery Real?• Do you Have a Store?• Is it Pure Gold?

QUALITY

• Is the Jewellery Hallmarked?

• Is it Certified?• How Can I Trust the

Quality of the Jewellery ?

• Do you Manufacture on your Own?

TRUST

• Can I Trust your Website?

• How Can I Trust your Courier Partner?

• Is the Jewellery Insured?

PRODUCT INFORMATION

• What are the Making Charges?

• What is the Pricing Break Up?

• What is the Diamond Quality?

• Size/Weight/Specifications of the Jewellery

POLICIES

• Can I Resell the Jewellery? If yes, what is the Resale Value?

• Can I Return This? Will I Get 100% Refund?

• Can I Sell it to Any Jeweller Later?

• When Will it be Delivered?

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Agenda for Session



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Open Q&A6

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Common Pain Points for UsersMultiple moments of misery which a user can experience in his cycle

PRODUCT DISCOVERY

INFORMATION/ NEEDS

SHOPPING ASSISTANCE

Moments of Misery

• Unable to Find/Discover the Desired Products

• Lack of Information on the Site • No Response/Delayed Response from Customer Support• Lack of Detailed Knowledge

• No Proactive Help• No Recommendations • Mechanical Responses

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Common Pain Points for UsersMultiple moments of misery which a user can experience in his cycle

1 Reduce Abandonments and Drop Offs and Churn

2 Regular Customer Engagement

3 Shorten the Time Taken to Purchase

4 Induce Repeat Purchase

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Agenda for Session



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Open Q&A6

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Marketing AutomationRight Information at the Right Time to the Right User on the Right Device via a Right Medium

BEHAVIOURAL USER

SEGMENTATION• Capability of Segmenting every User based on his Behaviour and Demographics

CONVERSION FUNNEL/LIFECYCLE

TARGETING• Customized Communication based on the Lifecycle the User is in

PERSONALIZATION • Unable to Find/Discover the Desired Personalized Communication based on the Customer Persona

CROSS CHANNEL, MULTI CHANNEL PLATFORM

COMMUNICATION

• Multiple Channels of Communication : Email, SMS, On Site, In App• Customized Communication for Mobile and Desktop

INTEGRATION• Integration with the CRM and Order Management System – Single 360 Degree View

of the Customer

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Agenda for Session



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Open Q&A6

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VISITOR PROFILES

Time since last visit/sign up

Time since cart abandoned

Cart Value

Past Buyer Behaviour

Design Preferences and Browsing Patterns

Device Preferences

Regular Shoppers Shops regularly once in 60 days

Big Ticket Customers Lifetime Revenue > 2 lakhs

Bargain Customer Only shops with discounts and coupons

On the Fence Has been inactive for over an year

New and PromisingSigned up < 7 days ago, browsed more than 10 products, more than 10

visits

One Time Wonder Bought only once in the last 6 months

Mobile Shopper Shops primarily from mobile

Understanding User ProfilesA categorization of visitor profiles based on certain behaviour

VISITOR SEGMENTATION CRITERIA BEHAVIOUR

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Lifecycle/Funnel Stage Segment Communication

Medium

Understanding User ProfilesWhat should be the communication medium

Email

SMS

On Site Notification/Content

In App

TARGETED CONTENT

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NudgeSpot Wizrocket Betaout

Customer Analytics Bad Bad Very Good

Marketing Analytics Bad Good Bad

Web Analytics Bad Good Bad

Segmentation Good Good Very Good

Communication Very Good Good Good

Ease of Use Good Good Good

Status Using for Email Integrated but not using Integrated but not using

VERY FRAGMENTED INDUSTRY WITH DIFFERENT TOOLS FOR EACH COMPONENT

Understanding User ProfilesExploring various tools which enable a single 360 degree view of the customer

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Understanding User ProfilesCustomer grid snapshot from betaout

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Understanding User ProfilesCustomer profile single view

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Agenda for Session



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Open Q&A6

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On Boarding Mailers Abandonment Mailers Occasion Mailers Behavioural Mailers

Welcome Mailer – T Reminder with the Shopping Bag

Anniversary Mailer Series for Him

Reactivating One time wonders

Brand Story, Best Collection and Policies- T+3

Reminder + Recommendations + New

CollectionsAnniversary Mailer Series for

HerEducation campaign for new

and promising users

Home Try On – T+7 Reminder + Coupons Spouse Birthday Mailers Activating the non-buyer registered base

High Value Cart Item Reminder Birthday Mailers

Customized recommendations for regular

visitors

Customized recommendations for regular

buyers

Coupon/Incentives for Fence customers

Sample Email and SMS Plan What should be the communication strategy

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The Anatomy of an Online Jewellery Purchase

Agenda for Session



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Open Q&A6

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Ask your queriesOpen Q & A

Now you can put up your queries on the chat box

Digital marketing deck anshul khandelwal_31jan16

Education

Transcript of Digital marketing deck anshul khandelwal_31jan16