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AdDiego Summit 2017 | Presented by CPC Strategy & Google
Customer Centric eCommerce Marketing
Aligning Paid Media Strategy Across Key Channels
©Copyright AdDiego 2017 | Presented by CPC Strategy & Google
Speakers
Lewis BrannonSr. Retail Search Manager
KC SimmonseCommerce Marketing Manager
Today’s Agenda
● Brief History of REEF eCommerce
● Challenges with transition from wholesale/retail to D2C eComm
● Key principles of customer centricity
● Aligning paid media strategy across channels
● Q/A
● Started by Aguerre Brothers in Argentina in early 80’s with $4,000
● Moved to La Jolla, CA and Launched REEF Brand in 1984
● Used Innovative Marketing to Gain Traction in Surf Community
● Heavily reliant on Wholesale Model
● Steadily Grew, Becoming World Leader in Active Sandals
● REEF.com launched in 2011
● Today Offer Full Line of Footwear, Apparel & Accessories
Brief History of REEF
Wholesale/Retail to D2C eCommerce
● Prior to 2015 all eCommerce was outsourced to a “one-stop-shop”
○ Website Management
○ Product Photography
○ Marketing Services (SEM, Email, Affiliate, SEO, Display)
○ Customer Service
● Transitioned to In-House eCommerce in 2015
○ Hired Director of eComm
○ Assembled eComm Team (KC)
○ Signed Key Agency Partners
Challenges of building an eComm Channel
Finding the Best Partners & Agencies● Prioritization of Needs
● Finding Specialists, not “one stop shops”
Creating & Championing a Digital Strategy
● Pitching for Budget
● Balancing Brand Protection & New Customer Acquisition
● Co-Exist with retail partners
Identifying Areas of Opportunity● New Customer Acquisition (Shopping, Search, Social, Email)
● Customer Retention
● Website / UX
● Resources & Data Management
My Focus as eCommerce Marketing Manager
Initiatives:
● Organize and harmonize all advertising accounts
● Partner with best-in-class agencies to instill best practices
● Reinforce customer-first mentality throughout the organization
Focus Areas:
● Paid Media (Search, Shopping, Display, Video)
● Social Media (Performance Social including Retargeting & Prospecting)
● Affiliate
● Organizing D2C Calendar
Key Results
● Single Digit Growth - when outsourcing REEF.com
● Double Digit Growth - by bringing eComm in house
● Triple Digit Growth - after partnering with the right agencies
Customer Centricity Defined
*businessdictionary.com
Creating a positive consumer experience at the point of sale
and post sale. A customer-centric approach can add value to a
company by enabling it to differentiate itself from competitors
who do not offer the same experience.
Experience
Website Experience
● UX
● Brand Values
Ad Experience
● Relevancy and Timeliness
● Alignment Across
Channels
Purchase Experience
● Checkout
● Shipping
● Returns
Experience - Purchase Experience
● FREE SHIPPING● Minimize clicks to checkout (studies
show clear correlation between lesser clicks to higher conversion rate)
● Checkout buttons at top and bottom of page
● Account creation AFTER checkout● Allow ‘continue shopping’ from
checkout (differentiate button color)● Recommended products at checkout● Clean product summaries & easy
edits to cart content
● Product Mix
○ Retail Parity, at Minimum
○ Strive to Offer Full Collection
○ Web Exclusives? Careful with Retailer Custom Make-ups
● Merchandising
○ Product Placement
○ Display Offers Up Front
○ Sorting / Filtering / Check Site Search Data
○ Customization - Requires 3rd Party Software*
Selection
● Overall Pricing Strategy
○ Fair Prices that Meet Customer Expectations
● Re-Seller Pricing Strategy
○ MAP Agreements are a Must
■ Be Willing to Enforce Them (we know, it’s hard)
● To Discount or Not To Discount?
○ Concern around Brand Dilution, Understandable
○ Discounts Definitely Help Conversion Rates (~50% better)*
○ Full Price/Outlet Strategy, Selective Discount Marketing Strategy
Price
Price - Selective Marketing Tactics
● Google Shopping
Special Offers
● Personalized Search
Ads (RLSA)
● Small Batch Display /
Social Campaigns
○ Promo Codes
PRICE
SELECTION
COMMUNICATION
RELATIONSHIP
EXPERIENCE
5 Core Elements of Customer Centricity - Power of Search + Social Strategy
Communication
● Customer E-Mail Collection (Customer Match)
● E-Mail Triggers (Hey, You Left Something in Your Cart)
● Customization of Website UX*
● Tracking Pixels (AdWords RLSA, Facebook Audiences, E-Mail Segments)
● Purchase History
● Perhaps Biggest Benefit of Having a D2C Strategy
○ Removes the Middle-Man from Customer Interaction
○ You Control Your Brand’s Message
● Ability to Collect 1st Party User Data
Communication - Using Search Data to Build Social Prospecting
What’s Driving Business on Google Search? Use that in Facebook
Communication - Using Search Insights for Social Outreach
● Strategic Communication to Potential New Customers● Facebook/Instagram Targeting = Phenomenal
● Single Sign On (SSO) vs. Cookie-Based (Google Getting Better, Though)
Communication - Using Facebook Audience Insights
● Page Likes● Demographics
● Location
● Activity/Device
● Household Income
● Purchase Behavior
How to access FB Audience Insights: All Tools > Audience Insights
Communication - Using Social Insights for Other Paid Media
● Target Similar Brand
Keywords in Search
Campaigns
● For YouTube Channel
Targeting
● To Build Google Affinity
Targeting
Facebook Audience Insights Page Likes Data for REEF
How to use this info:
Relationship - Reviews
● Reviews are very important
source of consumer data
● Can be used in various ways
(Right Examples)
● Ask customers to leave reviews
● Respond to negative reviews
★ Per PeopleClaim, 95% of
Shoppers will return to
interact with site if negative
review is resolved
Include Best Reviews in Facebook Ads - Can Be Automated (Yotpo)
Suppress Products with Poor Reviews from Search/Shopping (Advanced)
Relationship – VIP’s – LTV’s
Activating VIPs
● Customer Cohorts (customer match)● VIP activation campaigns (stay in front of your repeat purchasers, make them
buy even more!)
Measuring Lifetime Value
● Figure our your LTV● Upload LTV data into Facebook for better Custom Audience creation● Google has LTV tools they’re unveiling too...
Relationship - Rewards Examples
Freeman Beauty - Free samples at checkout
Muscle & Strength - earn points for all kinds of actions (purchase, friend referral, birthday) and use points to buy
prAna Influencer: for industry professionals, offer discount, sneak peek at new product launches, in-store discount, exclusive content
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