Rtp rsp16-bronto-final deck
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The Retail Strategy and Planning Series is designed to provide retail executives with the tactical tips, insights, metrics and trend data needed to guide 2017 strategies. Tune in to watch Adapting Lifecycle Messages To Target Changing Consumer Behavior and learn how to deliver relevant messages that adapt to today’s ever-changing shopper: http://rtou.ch/2c45gN2
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Rtp rsp16-bronto-final deck
- 5. #RSP16 About Retail TouchPoints ü Launched in 2007 ü Over 30,000 retail subscribers ü To provide executives with relevant, insightful content across a variety of digital medium Sign up for our weekly newsletter: www.retailtouchpoints.com/subscribe
- 7. Adapting Lifecycle Messages to Target a Changing Consumer Pushing the Envelope
- 8. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company What We Know Consumer behavior is changing
- 9. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Agenda • Consumer changes. • Ways to challenge “best practices.” § Welcome series. § Cart abandonment. § Birthday.
- 11. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Consumer Behavior Then Consumer Behavior Now
- 12. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Mobile Purchasing 38% 63% 49% 25% 5% 0% 10% 20% 30% 40% 50% 60% 70% Smartphone Laptop Desktop Tablets Wearables Purchases by Device
- 13. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Customer Service Experience 6• Average number of channels retailers use (phone, email, blogs, social, etc.) Response time: • Facebook query: 53 hours. • Email query: 27 hours.
- 14. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Customer Service Experience Customer Service CALL CENTER EMAIL SOCIAL NETWORKS IN-STORE Retailer’s View Customer View
- 15. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Consumer Behavior Now • Savvy. • Availability. • Relevancy. • Flexibility. • Loyalty needs to be earned. • An experience!
- 16. Welcome series, abandoned cart, and birthday messaging Lifecycle Messaging Adjustments
- 17. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Consumer Engagement • 10% off • Free shipping • 30 day returns • 10% off • Free shipping • 30 day returns Which store do you buy from?
- 18. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Influence on Purchases 70% Email 46% Social
- 19. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Consumer Engagement • Email (promo & lifecycle): § Lifecycle: • Welcome series. • Never purchased. message/series. • Birthday message. • Cart abandonment. • Post-purchase series. • Lapsed purchaser series. • Re-engagement series. • Browse abandonment. § Promotional: • Segmentation. • Product recommendations. • Social media: § Customer service. § Engagement-personal interaction. § Crowdsourcing. § User generated content (UGC). § Social influence.
- 20. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Consumer Engagement • Email (promo & lifecycle): § Lifecycle: • Welcome series. • Never purchased. message/series. • Birthday message. • Cart abandonment. • Post-purchase series. • Lapsed purchaser series. • Re-engagement series. • Browse abandonment. § Promotional: • Segmentation. • Product recommendations. • Social media: § Customer service. § Engagement-personal interaction. § Crowdsourcing. § User generated content (UGC). § Social influence.
- 21. Welcome Series Behavior and source
- 22. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company An Effective Welcome • Welcome Series: • Builds the relationship. • Increases engagement. • Establishes trust. • Builds consumer confidence. • Drives revenue. • Welcome Message: • Is a handshake. • Is a first impression. • Starts a relationship. • Establishes a connection. • Drives revenue. Designed to enhance the experience & differentiate
- 23. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Common Welcome Series Strategies • Number of messages. • Types of messages. § Social invite. § Manage preferences. • Timing of messages.
- 24. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Welcome Message • Should be the most read message you will send. • User engagement at critical mass. • Welcome them. • Explain email benefits. • Provide a CTA to shop.
- 25. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company A Different Kind of Welcome
- 26. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Pushing Boundaries • Step out of your comfort zone. • Try to strike emotion (e.g. clever, cute, funny, ridiculous). • Be memorable. • Be different!
- 27. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Welcome Series
- 28. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Enhance the Experience • Consider two things: § The source. § The behavior.
- 29. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Consider the Source
- 30. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Consider the Source
- 31. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Consider the Source • Men’s fitness à men’s fitness messaging. • Maternity à maternity messaging. • Dog products à dog messaging.
- 32. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Consider User Behavior • Create a “choose your own adventure” welcome series. • Use click activity to determine messages. § Click boxing link à send boxing messaging. § Click maternity link à send maternity messaging. • Users control their own onboarding experience.
- 33. Oops you forgot something in your strategy Abandoned Cart
- 34. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Common Abandoned Cart Strategies • Number of message. § One, two or three? • Timing of messages. § 1 hour, 12 hours, 3 days? • Incentive. § If so, in which message? § How often?
- 35. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Abandoned Cart Strategy • Is acquiring a $40 customer = a $500 customer? • Question things! • Evaluate the purchaser and adjust the strategy.
- 36. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company 3 Ways To Differentiate • Cart total. • Incentives. • Number of messages.
- 37. Cart Total Number of messages
- 38. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Cart Total • How serious is this buyer? • What does a big spender view differently than a low spender? § Do those with low cart totals purchase sooner?
- 39. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Cart Total • Evaluate the purchaser and adjust the strategy. § Number of messages. § Timing of messages. § Incentive. • If under $100. § 1 message. § No incentive. • If between $100-$399. § 2 messages. § Incentive in 2nd. • If over $400. § 3 messages. § Incentive in 3rd.
- 41. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Abandoned Cart Incentives • Test incentives: § Tiered discounts. § Minimum spend. § Dollar vs. percentage. § Shipping services (expedited, free). § No incentive. • Customers are not created equal. § Combine with cart total?
- 42. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Abandoned Cart Incentives • If under $100: § No incentive. § Tiered discount. § % no min. § % with min. • If between $100-$399: § $ off. § Free gift. § Expedited shipping. § % off w/ higher min. • If over $400: § Free gift & $ off. § $ off. § % off. § No incentive.
- 43. Number of Messages Number of messages
- 44. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Cart Abandonment Messages • One, two or three messages?
- 45. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Cart Abandonment Messages • Why not four…or more?
- 46. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Abandoned Cart Logic
- 47. Birthday Message
- 48. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Common Birthday Message Strategy • Send on birthday or before? • How much of an incentive?
- 49. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Birthday Message Strategy • Analyze your products for pre- birthday opportunity. • Target their social circle. • Guide the subscriber. § Don’t rely on one message.
- 50. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Birthday Series • Message 1: three weeks prior. § What are your plans? • Go out à links your dresses. • Stay in à links to PJs, loungewear, etc. • Message 2: two weeks prior. § Shareable incentive for friends. • Message 3: one week prior. • Message 4: Actual birthday (goodwill only).
- 51. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Birthday Series
- 52. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Half Birthday Message • Have FUN! • Show personality.
- 53. Final Thoughts
- 54. © 2016 Bronto Software, LLC | Bronto is a NetSuite Company Final Thoughts • Consumers are ever-connected, and expect a better experience. Strive to iImprove the experience. • Consumers are different. One size does not fit all. § Question best practices. § Differentiate. § Be bold. § Be memorable.
- 55. Questions