Presentation by Mark Needham, Sitecore UK at Home, Garden & Retail Intelligent Digital Marketing event - 1st July 2014

1. Mark Needham
Digital ExperienceConsultant – Sitecore UK
Know every customer.
Own every experience.
#Winning!!

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Who we are

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who we are
Sitecore allows you to have meaningful conversations with your customers online. Build personalised
experiences, improve brand loyalty and monitor and manage your digital marketing efforts all from one
platform. Sweet.
……here
680+employees
50countries
21awards
11years in business
6moustaches
3500customers
500
10000developers
1500partners
1solution
social butterflies geekscoffee lovers
5 450

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What we do
.
Sitecore
provide
Platform and
Tools
Sagittarius
provide the
craft
Immersive
Digital
Experiences
Brilliant Basics
Magic Touches
Consumer Advocacy
=

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Why the Challenge?

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Digital
touchpoints
Physical
touchpoints
Decisions are not made in straight lines
AWARENESS CONSIDERATION ACTION SERVICE LOYALTY
TV
Radio
Print
Outdoor
PR Word
of mouth
Direct mail Store Call center Call center IVR Promotion
on invoice
Online Ads
Viral
email
Digital
billboards Search
Landing
page Blog
3rd Party
sites Website Mobile IM/Chat Blog Email Newsletter
Managed touchpoint
Unmanaged touchpoint
Customer 3Customer 2Customer 1

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You face many challenges delivering on digital engagement

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Your systems are increasingly complex and your customer data
more disconnected

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What's at stake?

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UK Ecommerce growth still strong – but growth is
slowing
 B2C Ecommerce set to increase by £24bn between 2014-2017
 Market is beginning to mature, 93% of UK internet users ages 14+
will shop online in 2014, a total of 41.2 million people.
 40% of UK internet users shop daily; additional 35% shop every
week
 A.T. Kearney’s “Global Retail E-Commerce Index” ranks UK fourth
in world’s top 10 countries ranked by digital retail market
attractiveness.
MarketTrends

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Mcommerce offers the biggest growth opportunity
 UK Mcommerce set to increase by £12bn between 2014-2017; tablets
take £10bn slice of the growth
 IMRG/Capgemini state mobile devices accounted for 32% of total UK
retail ecommerce sales in Q4 2013
 73% of Mcommerce purchases via tablets in 2017;Average purchase
value of £83
 17% of smartphone buyers made purchases <£200
 ‘Bricks and mortar’ fight back – 16% of all retail Ecommerce (Q4
2013) was ‘Click and Collect’
MarketTrends

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Future is all Growth
Revenue
Customer acquisition
Repeat business
Customer LifetimeValue
Market share

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Rewards

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 Total organic search engine visits were up 48% in the 6 months following the deployment of
Sitecore CMS.
 Increased productivity through content repurposing, 20 fold improvement time to market
for new content launch
 100m – amount of data driven through the digital marketing system to drive deeper
engagement
When you do it right
 Overall site traffic has increased by more than 200 percent – and in some cases, traffic is
up by 700 percent.
 25% year on year increase in traffic, 40% increase in online revenues & increased
conversion rates
 80% of in store purchasers have been found to have researched their purchased online

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When you do it really right!
Website
goes live
FTSE 100
The new personalised
homepage contributed
to EasyJet being able to
fill two planes
every minute
during its biggest ever
sale in Jan 2012
22%Increase in booking
conversions versus
legacy CMS (project
target was 2%)

16. Michael O’Leary
Ryanair
“EasyJet has wiped the floor
with us, with the website and
modest customer [service]
improvements” Mr O’Leary
said onThursday, as he
launched 12 new routes
from Stansted.
“We can learn from the
bits they have done well”
TheTelegraph
Friday 29, November 2013

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What needs to
happen to get it
right?

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5-20% Probability of selling to a new
prospect
60-70% Probability of selling to
an existing customer
Source: Marketing Metrics

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1. Full Engagement
2. Recommendations
3. Focus on converting the right things
4. Fail Fast
5. More thanTechnology

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Full engagement

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70% of buying experiences are based on how the
customer feels they are being treated –
McKinsey.
“If there is any one secret of success, it lies
in the ability to get the other person’s point
of view and see things from that person’s
angle as well as from your own.”- Henry
Ford (1937)
78% of consumers have bailed on a transaction
or not made an intended purchase because of a
poor service experience. Source: American
Express Survey, 2011
Full Engagement
人無笑臉，不要開店

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Full Engagement
A high percentage of buyers on your website will have a question before completing their
purchase.The speed, personal touch and accuracy with which you are able to provide an
answer will make all the difference in whether they buy and keep buying from you.
Source: Jupiter Research/Forrester Research Inc

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Appliances Online (ao.com)
Solution
 Started by undercutting, but then became fanatical about
service and combined online and offline customer experience
management
 Heavily invested in product video content, social media, and
SEO
 Users can login with Facebook and see which products their
friends have liked – building brand trust
 Customer experience starts at search results, continues
through a rich web experience, and follows right through to a
text message from your driver on the day of delivery
Results
 40% annual revenue growth for 2013
 1m fans on Facebook
 40% increase in video views
 Captured 24% of the market
 Took £86m in one day

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Personas enable you and your marketing and creative staff to get into the mind of your customers and
prospects. And when you understand your audience’s world and their motivations, you can create experiences
and content that engage them more deeply.
Personas

25. Research is the best way to inform your persona-creation
process. From interviews and surveys to site traffic analysis,
you’ll need quantitative and qualitative information on which
to base your persona decisions.

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 Real name
 Title/ position
 Goals/ tasks needed to accomplish
 Relevant demographic information
 Problems/ needs/ wants
 A narrative of the flow of their day
 Skills
 Attitudes
 Environment
What’s needed to develop effective personas
 Tell everyone
 Marketing team
 External agencies
 Creative partners
 Other departments

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 Marketing
 Digital
 Brand management
 Product
 IP team
 Legal
Dyson web experience stakeholders

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Conversations

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Conversations
 Customer intelligence
 You need to collect information across channels in one central place
 Moments of opportunity
 Identify when its your turn to speak in the conversation.These moment need to be identified throughout the
customer engagement lifecycle
 Automated Interactions
 The only way to ensure a timely response is to automate the engagement flow, so that relevant offers and
content get provided at the height of interest

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“No Snakes, only ladders”
Closing the loop 5-8 years product lifecycle

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 Content is still king, high-value content must be
 On target, channel appropriate and delivered in real time
 360 degree view of customer is critical, past, present and future

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More than any other factor,
engagement is the most
accurate predictor of what a
customer will do in the future.

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Recommendations

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Recommendations
 In being timely and relevant, marketers can
significantly improve engagement and help
prospects move farther along the buying
process.
 900%
 Common failures
 Over simplistic approaches fail with the need to deliver
contextually relevant and real time recommendations
 Pushing complementary products before primary
product selection has been made- too eager to sell!

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Focus on converting the right things

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Converting…?
 Open, clicks and traffic show volumes not business objectives delivery
 There is more to conversions than just a sale, tracking intent and step by step funnels conversations are key to
prove success against business objectives and to forecast effectively.
 Four steps
1. Attraction
2. Two-way Communication
3. Trust Building
4. Commitment

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StrategicTheme

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Converting against business objectives

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Fail Fast

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Fail Fast
 With ever more customers relying on online platforms to interact with brands and purchase products the risk of a
non-optimised site is the greatest it has ever been, companies need to be able to test, fail fast, optimise, measure,
refine and repeat.
 The past
1. Work with a third party specialist to run a test on a feature/ journey/ page of your site
2. Wait 4-5 weeks for your turn in the queue
3. Run test
4. Ask IT to action the lesson learned, wait for them to schedule the project.
5. Operationalising winner has been shown to be the biggest problem
6. Gain budget approval for another test and start again
 Now
 Work with a platform that puts business users, not IT in control
 Once you start, you need to invest in constant tweaking and optimising, but you
 will reap big rewards.
DA001. #5127
 93 sites before, “untestable”
 Now 1 platform, “we continually
test”

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Not just about technology

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1. Full Engagement
2. Recommendations
3. Focus on converting the right things
4. Fail Fast
5. More thanTechnology

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One Platform.
One Experience.™
 Experience Platform™ -
create deeply relevant experiences
across any channel
 Experience Database™ –
collects all your customers'
experience data and connects it to
each individual customer

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Sitecore is a single, connected platform