Promozoo- dotmailer bricks and mortar deck

Digital Bricks and

Mortar for Retailers

Brian Larkin- Founder Promozoo.ie

@Promozoo

Skip Fidura- Huge title at dotmailer

@skipfidura

Slide 2@SkipFidura @dotmailer #CustomerJourney

An estimated €3.7bn was spent by Irish consumers online in 2012 however 73% of that was spent on overseas websites. ¹

Mobile phone penetration currently stands at 118.5% (5.4 million plans) ³

Email popularity and usage is on the rise, predicted to rise to 4.9 billion accounts by 2017²

Ireland is one of the fastest growing online retail markets in the world with 60% of Irish adults shopping online. ¹

Sources: ¹Google Ireland Breakfast 2014²Email Statistics Report- Radicati Group 2014³The Irish Digital Consumer Report 2013

To begin Some Killer Stats………;)

60%

4.9 bn

118.5%

€3.7bn

Slide 3 of 28

What is the Next Big Thing?

“Big data driven contextual customer

experiences delivered by cloud based

marketing automation solutions”

Slide 4 of 28

What is the Next Big Thing?

“Blah blah driven blah blah blah

delivered by blah blah marketing blah

blah”


People Buy From People

Picture from www.brand drivendigital.com


Experience Starts Before You Even Walk In

Billions spent annually on POS ..why?

Slide 7 @SkipFidura @dotmailer #CustomerJourney

Transactions Have Become Sterile

….Whose cart is it anyway? …

7

…human interactions at scale


The Bricks and Mortar Journey

Greet Browse

Buy Goodbye


The Bricks and Mortar Experience

Greet:• Welcome to• How are you today?• Can I help you find anything in

particular?

Browse:• Can I find that for you in your size or

something that goes with that?• Have you seen this offer?• If you are too busy, I can hold this for

you.

Buy:• Upsell/Cross Sell• Point out missed offers• Answer any questions about payment,

returns etc.• Would you like to join our mailing list?

Goodbye:• Thank you• Did you find what you were looking for

today?• Stop by next week for new stock.• Customer satisfaction


From eTail to meTail

Greet:• Welcome program• Data capture• Landing pages• VIP program

Browse:• Browse abandonment• Product recommendations• Size guides• Product reviews

Buy:• Order confirmation• Shipping confirmation• Cross sell/upsell• Data capture

Goodbye and After:• Thank you• Review request/customer sat survey• Product Replenishment• VIP program/Loyalty• Lost/Lapsed program• Birthday program

Slide 11 of 28

Greet


Data Capture and Welcome – J. Crew

• What do you really need to

know when you first meet

someone:

– First name

– Last name

• This also asks for:

– Email twice

– Password twice

– Password hint

– Country



• This email is sent immediately

• Greeting and copy tone match

the brand

• This email does call out the

benefits of registering but will

they be perceived as a

benefit?



• A more branded email comes

the next day

• Missed some tricks

– Not personalised

– CTA to website but this

follows a registration on

the website

– Doesn’t reinforce the

benefits of the time the

customer spent giving up

their details

Slide 16 of 28

Browse


Abandon Browse and Basket

• First and foremost highlight the

products that they were viewing

or in the basket

• Position this email as a value

added service

– Holding the products for you

– Anything we can do to help

– Overcome barriers and

objections

• Feature related products

Slide 18 of 28

Buy


Why you should send transactional emails

Post-sale transactional emails have the highest customer engagement of any communication:

• Minimize post-purchase dissonance

• Reduce returns

• Build customer loyalty and trust

• Build online brand advocacy

• Maximize upsell and cross-sell revenue


Order Confirmation

• Say “Thank You”

• Confirm payment, product and delivery

details

• Show related products

• Share customer service details

• Encourage people to sign-up who haven’t

already

• Ensure that the message is on brand both

visually and tone of voice.

Good but Not Carling……..Survey here?The most important part has yet to occurWas it delivered on time & in good condition?


Shipping Confirmation

• This is always a good news

message

• Don’t let your carrier take the

glory – unless the message

isn’t great (e.g. wide delivery

window)

• Confirm the shipping details

• Another good opportunity to

cross and up sell.

Slide 22 of 28

Goodbye – For Now


Surveys are a Form of Digital Body Language• Time the email within a couple of

days of delivery

• Ideally include an image or

description of the product

purchased to remind customers

which purchase they are reviewing

• Include customer services details

or a special department to resolve

issues before they leave the review

• Do not forget to thank all reviews –

positive and negative

• Follow up on all reviews if possible


Product replenishment

• First Priority – Will they buy

the product again?

• Second Priority – Will they

buy it from you?

• Tailor it to the product

– Product specific timing

– Product image

– Dynamic content in you

other marketing comms


Some Thoughts About RetentionBy Skip Fidura, dotmailer Global Client Services director

• Did you wake up wanting to be retained today?

• How much time should you spend on your “Monthly Email

Campaign where you Repurpose Stuff Off Your Website”?

• If you could personally walk a single customer through

their journey from first purchase to loyal customer, what

would your story be?

Thank You

Brian Larkin/Skip Fidura

@Promozoo @skipfidura

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