Inspire Chicago - Creating Customer Journeys as Unique as your Customers

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Creating Customer Journeys as Unique as Your Customers Speaker Name and Title

Everyone is using technology in almost every situation these days…

And your consumers are no exception

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Customers are using ALL channels to browse and purchase

Forrester Reports:

use the Internet daily

of Adults 84%


ComScore reported that

consumers use their smart phones to assist them while

shopping.

4 out of 5


Depending on the source, experts estimate anywhere between

of in-store purchases are influenced on the web.

60% to 90%

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research products online,

and nearly

81% of consumers regularly

Nielsen says…

actively shop online, 83% have purchased online. 70%

If your customers are always present, Are you present with them?

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Customers expect to be at the center of your world,

and you need to put them there.

Data collection

Data Analysis

Personalization

Real-Time Marketing

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3 to create the ultimate Customer Journey Key Strategies

Take advantage of every opportunity to capture customer data in a thoughtful way that supports your marketing initiatives 1

A McKinsey analysis of more than 250 engagements over five years revealed that companies putting data at the center of their marketing and sales decisions improve their marketing return on investment by 15–20%.

Forbes 2013

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There is a growing divide between the retailers that tap into personalization and manage data to drive

purchases vs. retailers that don’t

Taken from 4 Retail Marketing Challenges ExactTarget Marketing Cloud, 2014

Reality Check


Reality Check

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Reality Check

Meet

•  32 years old

•  Married

•  Sales rep at Fortune 500 Company

•  New customer and not a current subscriber

•  Has a monthly ’book club night' which is really just a reason for Melissa and the rest of her friends to drink wine and catch-up

Acquire Upon entering the site, she

sees a full page of recommended anti-aging

products.

Melissa does a quick Google search for anti-aging eye cream. One of the first hits is myskincare.com, and she decides to take a look.

Anti-Aging Cream

MySkinCare.com – find the perfect skin regimen for you!

Keep Your Youthful Glow!

Take the

Quiz!

Melissa is prompted to enter her email address and take a quick quiz to figure out the best products for

her.

Email Address: [email protected]

Begin Quiz!

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Explore Preferences

Melissa begins the quiz and answers a series of guided questions about her skin

and complexion.

Makeup Discover Beautiful Skin

1. How would you describe your skin type?

Discover Beautiful Skin

2. What is your age?

Discover Beautiful Skin

3. Choose which best fits your goals to improve your skin and complexion.

Melissa’s Customer Profile

Chicago, IL

Moisturizer

Married

Facebook Friend

Melissa

Email Opt-In

Wrinkle Creams

Warm Color Palate Light Complexion

Blue Eyes

female

Oily/Dry Skin

Anti-aging

Prioritize how you want to analyze your data in order to create 1:1 relationships with customers. 2

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“The ability extract data- to be able to understand it, process it, extract value from it, visualize it, and communicate it is going to be a hugely important skill in the next decades”

Hal Varian Google Chief Economist

"You can never have too much data - bigger is definitely better. The more data you can collect the finer-grained the results can be.”

Werner Vogels Chief Technology Officer

Amazon

Your best marketing campaigns are deeply rooted in what you know about each individual customer. In short,

Relevance Sells.

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Reality Check

To leverage data effectively, collecting implicit and explicit customer data is the first step.

Melissa Smith [email protected] Age 32 @MelissaSmith01 Chicago, IL Facebook Friend & Email Subscriber

From there, you can automatically build personal profiles for each of your customers.

Even if Melissa had opted out of the quiz and decided to browse the site on her own, MySkinCare would still be able to collect implicit data, such as browsing history and clicks.

Did you

know?

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BIG data is a BIG deal

Personalize all marketing efforts, including triggered email campaigns and predictive content on your website 3

Content personalization is currently being leveraged by 55% of retailers we surveyed.

…Are you?

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Behavior-driven messages across any channel, any time 41% of consumers buy more from brands who send personalized emails based on past buying behaviors. -Return Path

77% of marketers say that personalization based on purchase history has a high impact on ROI. - eConsultancy, 2013

A recent Harvard Business Review column supports the fact that personalization can deliver 5 to 8 times the ROI on marketing spend and produce a sales lift of 10% or more.

Mckinsey & Company


Reality Check

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Predict the Next Best Product

Add to cart

Anti-Wrinkle Moisturizer

http://www.myskincare.com

Re-engage

Triggered email sends a remarketing message for the moisturizer based on

Melissa’s web behaviors

Melissa reads the email at work…

…but accidentally deletes it

Remember this?

Free Shipping Code: a2Xbf5

Anti-Wrinkle Cream

Customer Support

Melissa Smith @MelissaSmith

@MySkinCare_Consult I deleted my coupon :( Can you help?

MySkinCare Consult @MySkinCare_Consult

@MelissaSmith Sorry to hear that Melissa. We DM’d you the promo code. Let us know if there’s anything else we can do!

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Leave your Feedback!

Moisturizer

Thanks for your purchase!

Please rate your product here:

Join the MySkin Club! Receive exclusive offers and info on

local events!

Enter your mobile number for mobile alerts and offers!

YES! Not Now

555-145-2910

Triggered Send +14 days

Triggered Send +7 days

Review & Re-engage

3 Months Later…

Melissa is out of moisturizer so she stops by the MySkinCare kiosk at the mall. The consultant pulls up

a digital copy of Melissa’s profile by entering her unique identifier into the system.

Melissa’s receives the eReceipt on her phone, which contains a

bounce back offer with upsell opportunities.

eReceipt $50.32

•  Foundation •  Moisturizer

Thanks for your purchase!

Have you seen these?

The consultant also recommends that Melissa try a new SPF foundation to go with the moisturizer. Melissa purchases both items and requests an eReceipt.

reading

Channel Preference

Based on her preferences

Melissa may receive an SMS alert about an upcoming local event Or receive an email

about special news or offers

MySkinCare Club Newsletter

July

An exclusive look at our new line!

skincare

traveling new customer

MySkinCareClub Event North Elm Mall this Friday.

bit.ly/a5q4

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Summation of Melissa’s Customer Journey

Email Address:

[email protected]

Add to cart

Remember This?

@MySkinCare_Consult

Add to cart

What did you think?

555-145-2910

Join the MySkinCare club & sign up for mobile alerts!

Come to our

event!

Your eReceipt

July Newsletter

Get an exclusive look!

Your sophisticated, hyperconnected consumer isn’t going to wait for you to catch up with them

3 to create the ultimate Customer Journey

Key Strategies Take advantage of every opportunity to capture customer data in a thoughtful way that supports marketing initiatives

Prioritize how you want to analyze your data in order to create 1:1 relationships with customers.

Personalize all marketing efforts, including triggered email campaigns and predictive content on your website

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Now it’s Your Turn…

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Inspire Chicago - Creating Customer Journeys as Unique as your Customers

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Transcript of Inspire Chicago - Creating Customer Journeys as Unique as your Customers