eCommerce Loyalty? YES indeed, Mr. Customer! MAKIS THEMELIS Chief Digital & Commercial Officer QIVOS S.A.
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eCommerce Loyalty? YES indeed, Mr. Customer!
MAKIS THEMELIS
Chief Digital & Commercial OfficerQIVOS S.A.
C-Level Executive & Digital Transformation Specialist
20+ years of professional experience
Specialized in e-Commerce / Digital Marketing Technologies / Omnichannel / Loyalty & CRM
BA in European Studies / MA in International Business Relations
About Me
Success stories: ebay.co.uk, yell.com, xo.gr, xe.gr,
goldendeals.gr, goldenbrands.gr, brandsgalaxy.gr, etc.
Proud father of a 7 year old son
Pet Lover (Hector)
Basketball EnthusiastHuge PANATHINAIKOS fan
Fun guy to be with…
About Me
1. e-Customer Acquisition vs. e-Customer
retention: the big challenge
2. The Role of Retention Marketing in e-
commerce
3. 7 tips to Refine Customer Experience and
drive customer retentions
4. Key takeaways
Table of Contents
01.e-Customer Acquisition vs. e-Customer retention:
the big challenge
e-Customer acquisition is one of the biggest and most difficult challenges
that e-Commerce brands face today.
01. e-Customer Acquisition vs. e-Customer retention: the big challenge
Attracting a new customer is 5 - 7 times more expensive than retaining an existing one
(Advertising costs, ad impressions, clicks, conversions, SEO techniques, etc.)
01. e-Customer Acquisition vs. e-Customer retention: the big challenge
e-Customer retention needs to be at the top of your KPIs list and represents the key to
e-Commerce Success, building revenue and long-term growth.
02.The Role of Retention Marketing in e-Commerce
Existing customers
already know and love
your brand and it is
more likely to return to
your e-shop and buy
again.
02. The Role of Retention Marketing in e-Commerce
Building strong relationships with your customers is key to
standing out in the increasingly competitive e-commerce world.
Retention strategies can transform your business and help you
create customer experience (CX) excellence.
02. The Role of Retention Marketing in e-Commerce
Loyal customers act differently than
occasional customers and being able
to UNDERSTAND their buying habits,
demographic profiles and micro-
moments in their engagement with
you, will help you keep them more
engaged, devoted and, finally,
maximize their lifetime value.
Targeting existing customers, apart from being less expensive, it
offers numerous unique benefits to online businesses. The more
times a customer purchases from you, the stronger your
relationship becomes.
03.7 tips to Refine Customer Experience (CX) and
Drive Customer Retention in e-Commerce
5 Key Steps to follow are:
➢ Be Consistent: apply your strategy across all the channels that your
customers visit (e-shop, mobile application, social media, emails, even brick-
and-mortar, etc.) and build trust.
➢ Build a Unified Commerce Model where the customer is, of course, the
center.
➢ Personalize communication and engagement via Data Acquiring Techniques
➢ Visualize
➢ Set Retention Benchmarks & KPIs, such as:
▪ CLV
▪ AOV
▪ Purchase Frequency
▪ Visit Frequency
#1Build a Unified Customer Retention Strategy
Did you know?
71% of consumers have ended their
relationship with a company due to
poor customer service.
(Source: KISSMETRICS)
✓ Customer service is about creating happy customers that keep coming back to you.
✓ Brand loyalty and Customer Service go hand in hand
#2Master Customer Service
Start thinking the
relationship with
your customers as a
continuous journey
and not as a single
action.
Find 4 more tips >>
4 creative tips:
1. Build trust (treat them as
human beings and not just
as data points).
2. Listen to your customers
(focus on their feedback).
3. Emphasize on your team
(train the on what and why
CX is valuable)
4. Delight your customers
(go the extra mile & amaze
them with your service)
Marketing automation tools enable you to connect with your customer with the right content
at the right moment, delivering personalized and consistent experiences across all
touchpoints.
#3
Marketing automation via:
- Email (newsletters, etc.)
- SMS
- Viber / What’s Up
- Social Media (chatbots, etc.)
Invest in Marketing Automation
Examples: Make real-time product
recommendations during the e-store
visit based on the specific customers’
preferences or even automated cart
abandonment campaigns, along
with a special offer or a discount to
give incentivize accordingly
Taking your loyal
customers for granted is
risky as customers expect
different treatment for
being loyal and staying
connected with you.
➢ The prime objective of any customer retention strategy is creating loyalty.
➢ Loyalty programs are a huge help in e-commerce. Today’s customers are always online, have
access to more choices, and can easily switch to other brands. Basically, they have fewer reasons
to be loyal than ever before.
➢ Top e-commerce businesses reinforce their marketing efforts for retaining their most loyal
customers by investing in a customer loyalty program.
#4Implement an attractive Customer Loyalty Program
A customer loyalty program is still one of the most effective ways to drive
repeat purchases and boost brand loyalty. >>
Build an attractive customer loyalty
program that rewards your customers
for:
✓writing reviews
✓giving feedback
✓hashtagging photos
✓referring friends
✓connecting on social media
#4
“ The best customer loyalty programs don’t just
engage with and reward shoppers when they
make purchases – they also give points,
discounts, etc. for a variety of different actions.
”
THE REWARDS MIX:
➢ Consumers aren’t necessarily just interested in saving money. Enhanced customer service,
mobile rewards and the ability to earn special treatment have become more important over the
past few years
Did you know?
Almost half of web users expect a site to
load in 2 seconds or less, and they tend
to abandon a site that isn’t loaded
within 3 seconds.(Source: KISSMETRICS)
➢ Website design or frequent re-design converts visitors into customers and returning customers.
➢Your e-shop is your main channel, so make sure that its performance is high; it loads fast and
your content encourages engagement.
#5Build a user-friendly site that converts
Extra Tip:
A user-friendly site means you
have put the customer at the
center of it and you understand
the customer’s unique needs.
Content marketing is an
effective way to enhance
customer experience and drive
repetitive visits to your e-shop.
User Experience (UX) is key. Some tips:
1. Make the navigation easy and the structure
of your website clear (can find attitude
within a few clicks).
2. Make additions that will enhance UX; add
descriptions to your products, clear call to
actions, along with useful and educational
content.
3. Set a simple checkout process with several
payment methods.
Mobile presence
➢ Consumers rely on their smartphones as
information, entertainment, shopping and
life companions.
➢ Mobile phones are not just a technology
device; they have become a personal hub
of information & way of life where people
spend time on daily.
#6Focus on mobile moments & social media engagements
Social media engagements
➢ Use constantly social media to stay connected
with your customers. “follow” or “like” is a sign
of loyalty by definition…
➢ Create engaging content for your social
media accounts and determine the right time
and frequency to post.
Tips:
• Leverage mobile moments to reach your customers successfully and create meaningful and
lasting connections with them.
• Use retargeting ads to reach current customers & visitors of your e-shop. It is an effective
retention tactic that when used right, can increase retention rates.
The key to success is to test and measure all
your efforts during the customer retention
process. Hence,
- Optimize your strategy often and deliver
A/B testing campaigns to determine
which message works best.
- Invest in technology, such as an
advanced CRM platform to get a deep
activity and insights on your customers
and monitor their impact through custom
analytics and reporting.
#7Optimize your strategy
By understanding customer behavior
and preferences, you will be able to
make personalized communications
with them and boost customer
engagement.
04.Key takeaways
E-Commerce Loyalty!! CERTAINLY YES!!!!
While e-Customer Acquisition is very important, e-Customer Retention is vital for
online businesses and it involves examining the entire customer journey in a new,
unified way. Understand, Personalize, Execute…
Utilize the 7 e-Customer retention tips effectively and they will help you
successfully reach your existing customers and create unique user experiences.
Find the right mix of acquisition and retention for your online store
04. Key takeaways
WHO
WE ARE AN AWARD-WINNING MARKETING TECHNOLOGY AGENCY
Loyalty Agency
of the year
2018
80specialized
professionals
3.5MRevenue
Our own technology
25 customers in
8
countries
COPYRIGHT © QIVOS 2018 | ALL RIGHTS RESERVED
W H AT W E D O
We help omnichannel retail to optimize multiple sales channels
and bridge the gap of online and offline customer journey
by creating a persistent, unified, single customer profile.
COPYRIGHT © QIVOS 2018 | ALL RIGHTS RESERVED
W E
I N C R E A S E
C U S TO M E R
LO YA LT Y
_
T H E Y T R U S T U S
IKEA
COPYRIGHT © QIVOS 2018 | ALL RIGHTS RESERVED
COPYRIGHT © QIVOS 2018 | ALL RIGHTS RESERVED
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