Webinar: Beauty Brands: How to Transform Your Customer Experience with Personalisation
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Beauty is one of the fastest growing retail sector in eCommerce. The online beauty market in the UK is forecast to grow 21.1% over the next five years. With this growth comes competition. Keeping customers coming back is a big challenge but also a huge opportunity. Within this webinar we look at the tactics beauty brands can use to: - Create a stand out personalised customer experience - Drive purchase intent with proactive marketing - Improve conversion rates - Increase repeat purchases and loyalty with post-purchase marketing To watch the webinar, please visit: https://www.pure360.com/webinar/beauty-brands-how-to-transform-your-customer-experience-with-personalisation/
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Webinar: Beauty Brands: How to Transform Your Customer Experience with Personalisation
- 1. Beauty Brands: How to Transform Your Customer Experience with Personalisation Cara Wilson, Senior Marketing Manager - Acquisition Luke Knight, Senior Marketing Manager - Retention
- 2. Your hosts Cara Wilson Senior Marketing Manager - Acquisition Pure360 Luke Knight Senior Marketing Manager - Retention Pure360
- 3. What we’ll cover today... • Why personalise the beauty customer experience • The experience customers want from your brand • What you can do to personalise your customer experience • Key takeaways
- 4. About Pure360 Marketing technology: ● Email marketing ● Personalisation ● Behavioural targeting Established in 2001 Trusted by 1000s of brands
- 5. Awareness Consider Purchase Upsell Loyalty Repeat Purchases How we help Deliver personalised experiences and automated marketing across the customer lifecycle
- 6. Beauty is one of the fastest growing retail sectors in eCommerce. With the UK's online beauty market forecast to grow by over 21% during the next five years!
- 7. The customer journey is not linear
- 8. The customer journey is not linear Things to consider: - Where does your journey begin? - What & where are the touch points? - How to you interact at these touch points?
- 9. Hesitant VIP Lapsed Yet to make a purchase Price sensitive Timed coupon Browse/cart abandonment email Very responsive to marketing Impulse buyer Exclusive sale access Post-purchase upsell Hasn’t purchased in a while Unresponsive to marketing ‘We miss you’ discount Behaviour Offer Customer Personas
- 10. What customers want - Product recommendations based on personal information & past purchases - Product reviews or ratings - Showing them what their social networking friends like or buy - Knowing / remembering who they are and what they like - Helping them to find / buy what they want - Site information customised to them (e.g. time of day and location) - Keeping their personal data secure - Easy to use / clear navigation - A fast, reliable and trustworthy service
- 11. The start of the journey Personalised exit overlays can increase your conversions by 267%
- 12. Welcoming your new subscribers - Welcome emails Welcome emails generate between 50-60% open rates - Welcome emails are 50% - 86% more effective than email newsletters - Subscribers who receive a Welcome email show 33% more engagement with the brand, - Despite these numbers, just 57.7% of brands send Welcome emails to their newly subscribed users
- 13. Onboarding (Welcome) Campaigns What should Welcome messages do: - Introduce your brand - Set future expectations - Product/service features (filling the knowledge gap) - Potential offer to get them back to your website - Ask to socially connect or for referrals
- 14. Keep the conversation going
- 15. Ways to personalise your website content Content personalisation: - Browsing behaviour - Source of referral - Demographics - Previous buying behaviour - Location - Stock levels
- 16. Recover abandoned carts Remind customers what they have left in their basket Encourage them to complete the purchase Recommend alternative products Ratings and reviews Show social proof 67% of baskets are abandoned 90% of abandoned baskets go cold after 1hr 45% of abandoned emails are opened Increase sales by up to 8%
- 17. Retention & Waking Up Lapsed Subscribers The probability of selling to an existing customer is 300 - 400% higher than selling to a prospective customer.
- 18. Customer Retention Stats - 25 x more expensive to acquire new customers than it is to retain existing ones - The average customer spends 67% more in their third year as a customer of your business than in the first year - 20% of customers of a given company are the source of 80 percent of the company’s profits - 80% of consumers indicated they are more likely to do business with a company if it offers personalised experiences
- 19. Upselling and Cross Selling
- 21. Keeping Customers Loyal Loyalty, reward and subscription schemes are big news in health and beauty retailing – just think Boots Advantage Card, Sephora or Birchbox. They’re all poised to do one thing – keep the health and beauty addict hooked.
- 23. Competitions
- 24. Social Proof - Social proof is the one of the most power tools out there to re- engage your customers - If people feel other people are also making the same decisions as them it re-enforces the decision - Expert, Celebrity, User, Wisdom of Crowds, Wisdom of Friends - 77% of consumers say that word of mouth from family & friends is the most persuasive way to get information about new products and this is no difference for customers
- 25. Utilising your Happy Customers - 68% of millennials trust online reviews - 85% of consumers trust online reviews as much as personal recommendations - Reviews produce an average 18% uplift in sales - Customers who view user generated content show a 133% higher conversion rate
- 27. Surveys
- 28. Milestones - Make customers feel good for an achievement - Positive reinforcement and giving a sense of progress - Reward with loyalty - Offer recommendations based on their behaviour - Personalised notifications i.e Birthdays - Ask for a review/testimonial
- 29. Get more out of your Newsletters
- 30. Why a preference centre - Empower subscribers and manage marketing pressure - Make interactions relevant based on each persona - Identify key opportunities and drive revenue - Reduce churn and convert subscribers into loyal clients - Progressively profile your customers
- 31. Takeaways - Understand your customers persona and journey (map it out) - You need more than just a welcome email, carry on the conversation - Don't settle for the life cycle you have in place, constantly review and enhance it - There is a huge verity of content and types of engagement you can use - A preference centre is essential for maximising engagement through personalisation - Most importantly build trust, relevancy and engagement to drive sales
- 32. Questions?
- 33. Get in Touch Pure360.com Marketing@pure360.com 0844 586 0001
Hinweis der Redaktion
- Today we’ll be covering: The power of automations to increase customer retention and to drive revenue Introducing engaging welcome campaigns to add value from the start How to wake up your lapsed and unengaged customers - Why a preference centre is a must post GDPR - And Paul will be showcasing some of creative and managed services
- Left first, then describe the right
- Firstly we have to understand that the customer journey is not liner and each customer has different expectations. Mapping out your customers journey is one of the most crucial tasks to complete before setting up your lifecycle automations, which touchpoints do you feel will bring the most value to both you and your customers and which type of content or interaction will bring the most ROI? Automations is the only solution to maximise profits and build iupon legitiement interest
- Firstly we have to understand that the customer journey is not liner and each customer has different expectations. Mapping out your customers journey is one of the most crucial tasks to complete before setting up your lifecycle automations, which touchpoints do you feel will bring the most value to both you and your customers and which type of content or interaction will bring the most ROI? Automations is the only solution to maximise profits and build iupon legitiement interest
- - Welcome emails Welcome emails generate between 50-60% open rates - Welcome emails are 50% - 86% more effective than email newsletters - Subscribers who receive a Welcome email show 33% more engagement with the brand - Despite these numbers, just 57.7% of brands send Welcome emails to their newly subscribed users
- Welcome emails are the ideal way to introduce your brand and benchmark your customers expectations. Set future expectations by telling a story and letting them know what to expect in the next instalment, give social proof to gain trust Onboarding new customers can be difficult so giving useful how to’s on product features, aftercare advice and filling in their knowledge gap can increase product or serve adoption such as early checkin services Offering your new customers a discount on future purchase where they’re in the prime time of the buying cycle can also help drive up those revenues Asking your customers to connect on social such as Twitter gives you another channel to connect to be able to give diversity in the types of content they receive Also within your welcome series it’s an opportune time to incentivise referrals especially if you’ve received a positive review
- We’re now going to look at further types of retention emails, which can also help wake up your lapsed subscribers. But firstly here’s an impress stat: The probability of selling to an existing customer is 300 - 400% higher than selling to a prospective customer.
- - To set the scene let’s have a look at the importance of customer retention. A large percentage of marketers time is spent on customer acquisition, driving leads and optimising conversations, but as you can see… - it’s 25 x more expensive to acquire new customers than it is to retain existing ones - The average customer spends 67% more in their third year as a customer of your business than in the first year - 20% of customers of a given company are the source of 80 percent of the company’s profits 80% of consumers indicated they are more likely to do business with a company if it offers personalised experiences Therefore we can neglect the importance of having a solid customer retention strategy to further revenue growth
- We’re now going to look at further types of retention emails, which can also help wake up your lapsed subscribers. But firstly here’s an impress stat: The probability of selling to an existing customer is 300 - 400% higher than selling to a prospective customer.
- We’re now going to look at further types of retention emails, which can also help wake up your lapsed subscribers. But firstly here’s an impress stat: The probability of selling to an existing customer is 300 - 400% higher than selling to a prospective customer.
- We’re now going to look at further types of retention emails, which can also help wake up your lapsed subscribers. But firstly here’s an impress stat: The probability of selling to an existing customer is 300 - 400% higher than selling to a prospective customer.
- - Competitions are a great way to re-engage with your customers, especially your lapsed customers, giving the chance to gain engage & the opportunity to learn more about them - WIIFM? (what's in it for me?) Everyone needs a reason to do something, so give a clear benefit for entering and your incentive doesn't always have to be money, just remember WIIFM, you could even include everyone that enters gets a discount regardless of if they win. - Make it easy. Entering needs to be pain free & the time for entering or filling in needs to be considered, you can even include a few additional fields in order to profile your customers further - And know your audience - is the prize what they really want? Try a range of competitions segmented to the users prefrences to gain more engagement.
- - Building a resource of positive customer testimonials has never been more essential as social proofing is the one of the most power tools out there to re-engage your customers - This is because if customers feel other people are also making the same decisions as them it re-enforces the decision to purchase and this is no difference with re-purchasing. Working with industry experts, influencers and happy customers to build trust, is a sure-fire way to help strengthen your customer retention We can see this as 77% of consumers say that word of mouth from family & friends is the most persuasive way to get information about new products - and this is no difference for customers
- Are you utilising reviews on your website, do you proactively show the best reviews and recommend products to your customers/visitors Here are some great statistics proving that it should be a top priority to gain and utilise positive customer feedback to use within your ongoing marketing activities. - 68% of millennials trust online reviews - 85% of consumers trust online reviews as much as personal recommendations - Reviews produce an average 18% uplift in sales - Customers who view user generated content show a 133% higher conversion rate
- - Another important part of the part of your customer email life cycle should be Surveys this will give you deeper insight into your customers perception of your brand, products or service offerings. Not only is the information gathered from these useful for fine-tuning your offering and uncovering areas for further development, but it can also uncover advocates of your brand that you for testimonials and a change to segment your lists for further personalisation. It’s best practice not to ask to many questions at once do try and incorporate these surveys over a sustained period of time to further profile your customers, helping to enhance personalisation.
- - Another important part of the part of your customer email life cycle should be Surveys this will give you deeper insight into your customers perception of your brand, products or service offerings. Not only is the information gathered from these useful for fine-tuning your offering and uncovering areas for further development, but it can also uncover advocates of your brand that you for testimonials and a change to segment your lists for further personalisation. It’s best practice not to ask to many questions at once do try and incorporate these surveys over a sustained period of time to further profile your customers, helping to enhance personalisation.
- Mapping out the milestones in your customers lifecycle can work hand in hand with notifications and work well to give your customers a sense of achievement and give them a sense of progress. Creating milestones such as the amount of time they have been a customers, number of times they have travelled with you, when they last purchased from you or giving them a discount on their birthday, all helps maximise engagement and strengths customer retention. Milestones are also the ideal way to build customer loyalty and the perfect opportunity to gain feedback through a review or survey.
- We cant forget the importance of keeping your customers up-to-date with your newsletter This is an essential part of your customers lifecycle to keep your brand at the front of their mind and aware of the latest news and developments of your business. These should be aligned with your brand values and really be the voice for building your brand and maintain ongoing engagment.
- - A preference centre is the ideal way to ensure your customers receive the most relevant personalised content from you. Giving the power back into the hands of the customer to decide which content they would like to receive, will help increase engagement, identify new segments to target, with the key aim to reduce churn and retain your customers longer.
- - Understand your customers persona and journey (map it out) - You need more than just a welcome email, carry on the conversation - Don't settle for the life cycle you have in place, constantly review and enhance it - There is a huge verity of content and types of engagement you can use - Post-GDPR a preference centre is essential for maximising engagement - Most importantly build trust, relevancy and engagement