3. Introductions and Objective
Objective:
Demonstrate how we
integrate technology to
provide intelligent
relevancy during the path
to purchase to influence
consumer behavior.
Chris Reighley
Director of eCommerce
@chrisreighley
#BSum12
6. Path to Purchase Assumptions
We make the following assumptions when it comes to
path to purchase:
• Consumers go through a decision process when
making a purchase.
• Before a consumer gets to our site, there is a high
likelihood that their purchasing intent is decided.
• The consumer has gone through multiple
touchpoints before arriving at the purchasing
decision.
7. Consumer Decision Making Process
CONSUMER BEHAVIOR
Lars Perner, Ph.D.
http://www.consumerpsychologist.com/
8. “Findings indicate that
80% of consumers’
shopping decisions are
made before entering
the store…”
Merchant Mechanics, Inc.
16. Intelligent Relevancy
Understand your consumer & their behavior
Segment your consumer
Leverage your technology to
be in the consumers mind at
the right time with the right
message.
17. Understanding Your Consumers
What we have learned
• When it RAINS people need an UMBRELLA
• Message Testing when Rain is in the forecast:
• Current Day
• 3 Day Forecast
• 5 Day Forecast
• 7 Day Forecast
18. totes-ISOTONER.com Customer Flow
• Some one that has visited
Non-
our site but has not
Purchaser purchase online from us.
• Someone that has
Purchaser purchased online from
us.
Brand • A brand junkie and
Loyalist proud of it.
19. High Level Segmentation
Brand Other Segments:
Consumers:
Purchasers Product • Geo-Location
Products:
Frequency • Rain
• Cold Weather
• Not Rain or Cold
Brand
Engaged
Product
(Lookers)
Non-
Purchasers
Non-
Frequency
Engaged
21. Step 1 – Capture Customer Segment
Our primary “lists” or segmentations are build in
MarketLive and flow down to Bronto.
In Bronto this flows in as a List
22. Step 2 – Provide Intelligent Relevancy
The next step is, we send targeted emails via Bronto.
We add MyBuys Recommendations to our Bronto
emails.
23. Step 3 – Pin Point Remarketing
The next step is actively remarket based on the
customer behavior with the email messaging AND
what the do on the website using Omniture Genesis.
Three Segments:
• Product Views
• Cart Abandon
• Conversion
27. So, Does it Work…
First, we validated the MyBuys Recommendations.
We ran a multi-variant email test via Bronto.
Test Messaging Scenarios:
• Version A: No MyBuys recommendations
• Version B: Our product recommendations
• Version C: MyBuy Recommendations
33. Results – Value Per Visit
21.4% lift in visit value
Version A Version B Version C
34. So, Does it Really Work…
Second, we validate remarketing using Omniture
Genesis Segmentation.
Using Product View Omniture Genesis
segmentation, we sent a remarketing email for our
Acorn Spring Collections Launch.
39. Key Take Always
• Consumers go through a decision making process
during their Path to Purchase.
• Studies show that 80% of consumers have made a
purchasing intent decision before they arrive at
your site.
• 53% of consumers had multiple touchpoints on the
path to purchase. (Oh BTW – EMAIL IS BIG!)
• Intelligent relevancy is not an option.
• Use technology to tightly integrate your
touchpoints to provide Customer Satisfaction &
Revenue.