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Keeping the ConnectionAutomated Messages and the Multi-Device Shopper
Jim Davidson
Head of Research
Bronto Software
Christmas Shoppers!
Christmas Shoppers?
vs.
How We Market How They Shop
Petrol Pump
Full Service
Self Service
Banking
Full Service
Self Service
TravelSelf Service
GroceriesSelf Service
Full Service Full Service
Shopping Tools Connected Devices
Ready, Set, SendMarketing Automation & the Customer Lifecycle
Part I: The Pre-Purchase Workout
Part II: Shopping Cart-io
Part III: Transactional Message Training
Part IV: The Post-Purchase Workout
bronto.com/resources
Rethinking the Path to Purchase
Post-Purchase Priorities
Making the Mobile Connection
Wrap Up & Questions
Rethinking the Path to Purchase
Browsing CartingChecking
OutPurchase
Post-Purchase
Traditional View of the Path to Purchase
Browsing Carting Checking OutOrder
ConfirmationPost-
Purchase
-Dynamic
Product Pages
-Abandonment
Reminder
-Cart Page
Features
-Abandonment
Reminders
-Pagination
-Processing
-Data Acquisition
-Processing
-Abandonment
-Order Confirm
-Set
Expectations
-Shipping
Confirm
-Welcome Series
-Customer
Service
-Repeat
Purchase
Traditional View of the Path to Purchase
Browsing CartingChecking
OutPurchase
Post-Purchase
Rethinking the Path to Purchase
Browsing CartingChecking
OutPurchase
Post-Purchase
Rethinking the Path to Purchase
Post-Purchase Priorities
Browsing CartingChecking
OutPurchase
Post-Purchase
Path to the REPEAT Purchase
Browsing CartingChecking
OutPurchase
Post-Purchase
Path to the REPEAT Purchase
Browsing CartingChecking
OutOrder
ConfirmationPost-
Purchase
-Dynamic
Product Pages
-Abandonment
Reminders
-Cart Page
Features
-Abandonment
Reminders
-Pagination
-Processing
-Data
Acquisition
-Processing
-Abandonment
-Order Confirm
-Set
Expectations
-Shipping Confirm
-Welcome Series
-Customer Service
-Repeat Purchase
-? ? ? ? ?
Path to the REPEAT Purchase
27% of subscribers are repeat customers
41% of sales generated from repeat customers
Email Day of Send
Order Confirmation 1
Welcome (No Coupon) 1
Shipping Confirmation 3
Manage Preferences 4
Social Introduction 7
Customer Service Options 10
Satisfaction Survey 14
Tips & Tricks 21
Review Request 25
Next Purchase Coupon 32
Remail Next Purchase Coupon 62
Share Your Thoughts 90
16% YoY revenue increase
33% of total email revenue
Post-Purchase Series Menu
Email Day of Send
Order Confirmation 1
Welcome (No Coupon) 1
Shipping Confirmation 3
Manage Preferences 4
Social Introduction 7
Customer Service Options 10
Satisfaction Survey 14
Tips & Tricks 21
Review Request 25
Next Purchase Coupon 32
Remail Next Purchase Coupon 62
Share Your Thoughts 90
Transactional
VS.
Post-Purchase: Transactional Messages
Customer Service Touchstone
Shipping Corrections / Costs
Customer Assurance
Reinforced Savings
Encouraging Loyalty
Post-Purchase: Transactional Messages
Similar Products
Related Products
VS
Post-Purchase: Transactional Messages
Email Day of Send
Order Confirmation 1
Welcome (No Coupon) 1
Shipping Confirmation 3
Manage Preferences 4
Social Introduction 7
Customer Service Options 10
Satisfaction Survey 14
Tips & Tricks 21
Review Request 25
Next Purchase Coupon 32
Remail Next Purchase Coupon 62
Share Your Thoughts 90
Customer Service
Transactional
Post-Purchase Coupon Videos and Upsell
Post-Purchase: Customer Service
Email Day of Send
Order Confirmation 1
Welcome (No Coupon) 1
Shipping Confirmation 3
Manage Preferences 4
Social Introduction 7
Customer Service Options 10
Satisfaction Survey 14
Tips & Tricks 21
Review Request 25
Next Purchase Coupon 32
Remail Next Purchase Coupon 62
Share Your Thoughts 90
Customer Service
Promotional
Transactional
Started simple……Kept it simple
40% Open rate
+21% Conversion rate
Post-Purchase: Reorder Reminder
Email Day of Send
Order Confirmation 1
Welcome (No Coupon) 1
Shipping Confirmation 3
Manage Preferences 4
Social Introduction 7
Customer Service Options 10
Satisfaction Survey 14
Tips & Tricks 21
Review Request 25
Next Purchase Coupon 32
Remail Next Purchase Coupon 62
Share Your Thoughts 90
Customer Service
Promotional
Data and Content
Transactional
Closer to product pageCurrent rating gives touchstone
126% Increase in Open Rate
2x Increase in CTO
25% Decrease in Conversion
Post-Purchase: Data and Content
Making the Mobile Connection
Making the Mobile Connection
Optimized Site
Store Appointments
Product Availability
Custom Designs
Mobile-Friendly Store Location
Making the Mobile Connection
Active Shoppers
≠Informed Shoppers
Connecting the Consumer
Connecting the Consumer
Active Passive
Connecting the Store Experience
Wrap Up & Questions
Rethinking the Path
to PurchaseUnderstand the shopper’s shifting expectationsMarket to the moment, not the journey
Rethinking the Path
to Purchase
Post-Purchase
Priorities
Understand the shopper’s shifting expectationsMarket to the moment, not the journey
Confirmations are only the beginningBalance the journey with the moments
Rethinking the Path
to Purchase
Post-Purchase
Priorities
Making the Mobile
Connection
Understand the shopper’s shifting expectationsMarket to the moment, not the journey
Confirmations are only the beginningBalance the journey with the moments
Don’t underestimate. Don’t make assumptions.Focus on convenience as well as the connection
Questions?
Jim Davidson
Head of Research
Bronto Software
Keeping the ConnectionAutomated Messages and the Multi-Device Shopper
Thank You
Jim Davidson
Head of Research
Bronto Software
Keeping the ConnectionAutomated Messages and the Multi-Device Shopper
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