Improving the customer journey through cross-channel marketing
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Rob Durkin, from e-commerce marketing technology company FusePump, discusses how retailers can control their product data and use it successfully and creatively across the various marketing channels and advertising applications, moving seamlessly from online to offline. He explained how merchants can use cross-channel marketing to ensure that their product representation remains consistent, visible and engaging to customers.
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Improving the customer journey through cross-channel marketing
- 1. ©2013 FusePump Ltd. All rights reserved. How to Be the Same, But Different Keeping the customer journey consistent, yet personal.
- 2. @durkster www.FusePump.com ©2013 FusePump Ltd. All rights reserved.
- 3. Today’s Presentation Control of product data both within and across marketing channels Multi-channel e-commerce Taking rich online consumer data into the offline environment ©2013 FusePump Ltd. All rights reserved.
- 4. FusePump Aims To make multi-channel e-commerce simple and profitable for online sellers To improve the shopping experience for consumers by delivering a relevant and consistent user journey across all marketing channels ©2013 FusePump Ltd. All rights reserved.
- 5. ©2013 FusePump Ltd. All rights reserved. Taking Control of Product Data Product data feeds - a simple and effective way of distributing your products through online marketing channels Cost effective way of taking part in multi-channel marketing Data is mapped and categorised for online channel marketing Comprehensive product data extracted so all products can be integrated into other channels
- 6. ©2013 FusePump Ltd. All rights reserved. Controlling Your Product Data Across Consumer Touch Points Only 14% of people don’t think retailers need to operate across a variety of channels. E-COMMERCE WEBSITE Marketplaces Comparison Shopping Retargeting Display Advertising Paid Search Affiliate Marketing
- 7. ©2013 FusePump Ltd. All rights reserved. How Can this Be Achieved?
- 8. ©2013 FusePump Ltd. All rights reserved. Cross Channel Control Using data feed technology Information is categorised, re-packaged and made available for optimised integration into multiple online channels Data is refreshed a minimum of every twenty-four hours, ensuring product advertising and channel integrations are accurate Products are represented consistently (the same) but differently (showcasing different product features) across all channels
- 9. ©2013 FusePump Ltd. All rights reserved. Personalisation is a Key Theme Key message Product data feeds enable you to change messaging and product features across channels whilst keeping your data consistent.
- 10. ©2013 FusePump Ltd. All rights reserved. Case Study - Sky
- 11. ©2013 FusePump Ltd. All rights reserved. Interactive Stores
- 12. ©2013 FusePump Ltd. All rights reserved. Case Study – M&S
- 13. ©2013 FusePump Ltd. All rights reserved. Multi-Screening More than 50% of people admit to using at least one device whilst watching television
- 14. ©2013 FusePump Ltd. All rights reserved. Case Study – M&S
- 15. ©2013 FusePump Ltd. All rights reserved. Showrooming
- 16. ©2013 FusePump Ltd. All rights reserved. Take Home Messages Take control of your product data Brands and products must be represented consistently across channels Personalise your content to increase conversions (be ‘the same’ but ‘different’)
- 17. ©2013 FusePump Ltd. All rights reserved. Lets make multi-channel e-commerce simple and profitable. Questions?
- 18. Robert Durkin @durkster Co-Founder & CEO robert@FusePump.com www.FusePump.com ©2013 FusePump Ltd. All rights reserved.
Hinweis der Redaktion
- Rob will be speaking about how retailers can control their product data and use it successfully and creatively across the various marketing channels and advertising applications, moving seamlessly from online to offline. He will explain how merchants can use cross channel marketing to ensure their product representation remains consistent, visible and engaging to customers. Through technology, partnerships and content personalisation, merchants can use their product data effectively to improve the consumer shopping experience and drive increased offline sales from the online environment.
- Apparently you don’t need to spend loads of time on who you are, so just briefly introduce yourself: how young you are and how you began the company. 2 sentences maybe?
- What I’m aiming to cover in this presentation is how retailers can control their product data and use it successfully and creatively across the various marketing channels and advertising applications, moving seamlessly from online to offline.
- FusePump aims:To make multi-channel e-commerce simple and profitable for online sellersTo improve the shopping experience for consumers by delivering a relevant and consistent user journey across all marketing channelsExpand slightly if you want
- Before you can start to achieve successful, personalised cross channel marketing, you need to start controlling your product data.This is much simpler than it sounds. Even if you wish to integrate your products into multiple channels, keeping information consistent is easy. By taking product data from a single source, for example from your e-commerce website, your product inventory can be implemented across multiple channels, but will remain up-to-date and consistent.Maybe talk a bit about what a product data feed is? Just briefly.
- Online shopping is convenient and simple. The way consumers shop online is constantly evolving, but offline retail is still important and online technology, if used properly, can improve the consumer shopping experience, driving increased offline sales from the online environment. What retailers and brands need to do to keep the consumer journey a positive experience, is to promote their products consistently across each channel in an engaging way.
- Most retailers operate across more than one channel to ensure that their products are visible from a variety of sources, both online and offline. All consumers use the internet differently, finding items via Facebook, on eBay or from an advert on a third-party affiliate website. The marketing messages for each of these locations need to be identifiable as coming from the same brand for consistency. Plus, if the consumer is then retargeted with the product within a different channel, the brand will be easily recognisable.Product marketing should never be generic or sweeping, but should aim to target consumers directly wherever possible, so that messages are clearly relevant. For certain channels, such as email, content should be tailored towards each individual as much as possible.By distributing products effectively, and making them more accessible and visible across all of the various online and offline channels, retailers will be able to make the shopping experience simple for everyone.
- Cross channel control can also be achieved using business logic. In some sectors product pricing and availability changes rapidly; by setting business rules, products will not be shown within a channel if they are actually out of stock, only available in one size etc. Business logic also helps to increase the conversion rates, as consumers will only be able to see available products, so will not be disappointed if a product is shown as in stock within one channel, but turns out to be unavailable when they try to buy it from the main e-commerce site.Product data should ideally be refreshed a minimum of once a day to keep it relevant. By exercising control of your product data, the consumer journey will be much smoother, with fewer errors and less invalid data. This product data can also be shared across other channels, such as social media, to reach a wider audience.
- In the past, you might have seen online adverts that were so irrelevant to you, that you wouldn’t have given them a second glance, labelling them ‘irritating’ and ‘intrusive’. These adverts do still exist, but their success rate is negligible. If advertising content is displayed in an unusual and interactive way, or is directly relevant, consumers are far more likely to engage with it, especially if they can personalise the content themselves. Marketers are beginning to realise the importance of unique content and more companies are creating innovative ways for customers to personalise and interact with product content both on and offline.
- FusePump recently helped Sky to create an onsite widget that is powered by data feeds. The widget allows consumers to choose their own personalised ‘Sky bundle’ in stages, with package prices updating automatically each time the consumer adds or removes a product. Once the customer has finalised their choices, they are sent straight to the shopping basket on Sky’s main e-commerce site, which is pre-populated with their chosen personalised package.As well as providing shoppers with an interactive way of choosing their Sky bundle, this widget shows Sky which of their packages are the most popular, as well as the average price that most customers are willing to pay.
- Interactive stores are becoming more common on the high street, as their innovative technology helps to drive footfall. Although some of this new technology is more for entertainment purposes only, other features (such as interactive mirrors) are becoming vital for improving the consumer journey and providing a seamless offline to online integration.By combining technology with practicality, retailers give customers a reason to come into their stores, rather than staying at home and ordering everything online from the comfort of their sofa.
- Marks & Spencer have more than 700 stores in the UK; despite more than 21 million people visiting these stores each week, they are investing heavily in their multichannel marketing strategy to improve their international and cross-channel presence. One of their innovations is the Virtual Makeover. Customers looking for M&S make-up can now visit the Virtual Makeover counter, a piece of technology that uses data feeds creatively to make choosing cosmetics much simpler both in store and online. Customers can upload their photo, allowing them to virtually test products on their ‘face’ and they can also receive expert advice in store or online at all times of day.
- According to Econsultancy’s Multi-Screen Report, more than 50% of people admit to using at least one device whilst watching television. With the rise of smartphones and tablets, the consumer journey becomes more and more difficult to monitor, as consumers could see an advert for a product whilst watching TV, browse the retailer’s website on their smartphone and then purchase it from their iPad using a marketplace.
- The M&S iPad app is a particularly creative use of data feeds in cross channel marketing. If a consumer finds that a product is out of stock in the shop they are in, they can use the app to purchase items online in store. Consumers can click on a product within the M&S catalogue page and, with the help of data feeds, browse all available details about that particular product. These products can then be added to the consumer’s basket with one touch and the items can also be easily shared on social media and via email.
- Another current issue that makes the consumer journey difficult to analyse is showrooming. A consumer may be in a store looking at an item, but at the same time be searching for the cheapest place to buy that item from online on their phone.This emphasises that retailers need to be aware of the fact that consumers use a broad range of technology and channels when researching or purchasing an item. To keep up with the rapid progression of technology, retailers need to ensure that they are operating across as many marketing channels as they can, providing a seamless online to offline integration if possible.Some retailers have now developed designated ‘showrooms’ for their customers, offering free in store Wi-Fi so their customers can access the internet easily. House of Fraser.com stores offer free coffee and access to their online catalogue, allowing customers to try clothes on and order online in store for next day delivery. Asian Paints use their store for education only offering customers colour workshops and decorating advice. Once they’ve chosen their perfect shades, customers then purchase their paint online.These distinctive ‘stores’ help to enhance brand reputation and customer opinion by promoting themselves as part of a company that offers dedicated customer service, but understands the convenience of online shopping.
- It’s important that each channel provides consumers with a unique user experience, but brands must be represented consistently across all channels, both online and offline, ensuring content is directly relevant to the audience within that channel. This also helps to improve brand visibility, as does being a little bit different from all the other retailers.Using product data to personalise content for consumers ensures that they sit up and take notice of it, helping to generate product and brand engagement. If content is particularly unusual or interesting, having social media sharing facilities also helps to increase product and brand visibility across the channels.By making the most of product data, captured data and ‘big data’, it’s never been easier to target your product content towards consumers across the various channels, both online and offline. Key pointsTake control of your product dataBrands and products must be represented consistently across channels