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Personas & Journeys

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How to use data to increase retail purchase.
Massimo Fubini - Contactlab
Fashion Innovation Week 2019

Veröffentlicht in: Marketing
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    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download Full doc Ebook here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download PDF EBOOK here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/rsytz69 } ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download Full doc Ebook here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download PDF EBOOK here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/rsytz69 } ......................................................................................................................... .........................................................................................................................
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    Sind Sie sicher, dass Sie …  Ja  Nein
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download Full doc Ebook here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download PDF EBOOK here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/rsytz69 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/rsytz69 } ......................................................................................................................... .........................................................................................................................
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Personas & Journeys

  1. 1. 1 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. PERSONAS & JOURNEYS How to use data to increase retail purchase Massimo Fubini CEO & Founder, CONTACTLAB
  2. 2. 2 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 2 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase DIRECT EXPERIENCE FROM…
  3. 3. 3 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase SOME OF OUR CUSTOMERS… (since 1998)
  4. 4. 4 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase «ONE STOP SHOP» for fashion retailers DIGITAL STRATEGY DIGITAL OPERATIONS ACQUISITION & ENGAGEMENT PLANNING, PERFORMANCE MEASURING, TRAINING COMPETITIVE BENCHMARKING APPLICATION DEVELOPMENT AND INTEGRATION SERVICES FULL SERVICE CREATIVITY & CAMPAIGN MANAGEMENT DELIVERABILITY SERVICES INTEGRATED MARKETING SERVICES TECHNOLOGY MARKETING PROVIDER + CUSTOMER DATA PLATFORM ANALYTICS / SEGMENTATION / PERSONALIZATION / AUTOMATION
  5. 5. 5 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase WHAT IS A JOURNEY?
  6. 6. 6 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase
  7. 7. 7 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 7 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase
  8. 8. 8 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 8 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase
  9. 9. 9 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 9 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase
  10. 10. 10 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 10 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase WHAT ABOUT A «PERSONAS»?
  11. 11. 11 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 11 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase IN ITALY WE USE TO SAY / DO YOU KNOW THE «CASALINGA DI VOGHERA»?
  12. 12. 12 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 12 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase BUT, LET’S STAY FOCALIZED. WHY PERSONAS ARE SO IMPORTANT?
  13. 13. 13 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 13 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase COMUNICATE WORKS (REVENUES) Advanced revenues from email openers Email openers purchasing pattern Not email receivers purchasing pattern
  14. 14. 14 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 14 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase AND SHAREHOLDER’S VALUE
  15. 15. 15 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 15 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase BUT WHEN YOU COMUNICATE… SOMEONE NEEDS TO LISTEN
  16. 16. 16 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 16 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase «COMPETITION ON USER’S ATTENTION» YOU WILL HAVE FEW SECONDS AND LOW ATTENTION DO THE RIGHT THING
  17. 17. 17 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 17 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase RIGHT PERSON RIGHT CONTENT RIGHT MOMENT RIGHT MEDIA
  18. 18. 18 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 18 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase THOSE ARE JUST FEW SLIDE Let’s try with a video
  19. 19. 19 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 19 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase OK… FUNNY… BUT HOW TO UNDERSTAND MY USERS, ONE BY ONE
  20. 20. 20 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 20 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase TRACKING (with a CDP) & LOT OF TIME AND EXPERIENCE
  21. 21. 21 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 21 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase USER ENGAGEMENT IS 1% INSPIRATION 99% TRANSPIRATION
  22. 22. 22 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 22 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase BROWSE BUT NO PURCHASE
  23. 23. 23 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 23 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase BROWSE AND IMMEDIATE PURCHASE
  24. 24. 24 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 24 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase SPENDING ENTIRE LIFE JUST BROWSING
  25. 25. 25 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 25 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase OK, LITTLE SQUARE, CIRCLE… BUT IN DETAILS?
  26. 26. 26 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 26 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase WE COMMUNICATE A LOT… BUT NO INTERREST
  27. 27. 27 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 27 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase WE DO NOT COMMUNICATE BUT HE/SHE PURCHASE
  28. 28. 28 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 28 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase WE ARE DOING GOOD
  29. 29. 29 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 29 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase AND FINALLY A RETAIL PURCHASE AFTER A MAILING CAMPAIGN & A BROWSING SESSION
  30. 30. 30 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 30 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase NICE… MORE DETAILS?
  31. 31. 31 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 31 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase KEYWORD SEARCHED
  32. 32. 32 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 32 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase SOURCE ADV (REFERRAL)
  33. 33. 33 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 33 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase WISHLIST
  34. 34. 34 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 34 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase PIECES OF JOURNEY… BUT ALL TOGHETHER?
  35. 35. 35 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 35 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase
  36. 36. 36 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 36 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase HOW TO USE?
  37. 37. 37 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 37 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase 5: MONITOR 5 4: ACT 4 3: UNDERSTAND 3 1: COLLECT 1 2 2: RECOGNIZE
  38. 38. 38 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 38 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase COLLECT Customer Care Transaction Analytics Social Login Preference Centre Subscription form Feedback Campaign Progressive Profiling Identità del consumato re
  39. 39. 39 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 39 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase RECOGNIZE - UNDERSTAND
  40. 40. 40 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 40 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase NOT ONLY NUMBERS
  41. 41. 41 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 41 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase UNDERSTAND PRODUCTS & BUYING CYCLE
  42. 42. 42 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 42 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase UNDERSTAND CLV
  43. 43. 43 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 43 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase UNDERSTAND GEOGRAPHY Splitofregisteredclientsspending(%) Splitofregisteredclientsspending(%) Client Residence distance from shop (miles)Client Residence distance from shop (miles)
  44. 44. 44 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 44 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase UNDERSTAND CLUSTERS CLUSTER 1 – 31% Low spenders, last purchase 5y ago, mostly foreign  Re-engaging strategy: e-commerce CLUSTER 4 – 41% Low spenders, last purchase 5y ago, mostly domestic, some MTM  Re-engaging strategy: services CLUSTER 2 – 7% Low spenders, last purchase 1y ago, mostly foreign  Travelers CLUSTER 6 – 10% Low spenders, last purchase 1y ago, mostly domestic, very impacted by sales  Savers CLUSTER 3 – 11% High spenders, last purchase 1y ago, loyal, retail, not influenced by sales, MTM, both foreign and domestic  VIP clients CLUSTER 5 – 1% Second by spending, last purchase 2y ago, loyal, e- commerce, MTM, both foreign and domestic  Worth nurturing, high potential cross
  45. 45. 45 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 45 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase UNDERSTAND MARKET CHARACTERISTICS
  46. 46. 46 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 46 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase ACT
  47. 47. 47 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 47 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase ACT
  48. 48. 48 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 48 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase ACT
  49. 49. 49 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 49 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase MONITOR
  50. 50. 50 © Copyright 2017-2020 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 50 Fashion Innovation Week 2019 Personas & Journeys - How to use data to increase retail purchase GRAZIE – THANK YOU! Massimo Fubini massimo.fubini@contactlab.com

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