Digital Bricks and Mortar for Retailers William Darbey Key
Account Director, dotmailer @dotmailer #magentouncovered
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Slide 2Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered UK Online is Exploding 107b Online Sales 2014 91b
Consumer Sales 17% Growth 2013 Source: Capgemeni 2014 16% Growth
21% Total Retail
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Slide 3 of 28 What is the Next Big Thing? Big data driven
contextual customer experiences delivered by cloud based marketing
automation solutions
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Slide 4 of 28 What is the Next Big Thing? Blah blah driven blah
blah blah delivered by blah blah marketing blah blah
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Slide 5 Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered People Buy From People Picture from www.brand
drivendigital.com
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Slide 6Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered Experience Starts Before You Even Walk In
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Slide 7Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered Transactions Have Become Sterile 7
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Slide 8Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered The Bricks and Mortar Journey GreetBrowse Buy
Goodbye
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Slide 9Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered 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
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Slide 10Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered 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 Lost/Lapsed program Birthday
program
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Slide 11 of 28 Greet
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Slide 12 Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered 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
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Slide 13 Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered Data Capture and Welcome J. Crew 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?
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Slide 14 Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered Data Capture and Welcome J. Crew A more branded
email comes the next day Missed some tricks Not presonalised CTA to
website but this follows a registration on the website Doesnt
reinforce the benefits of the time the customer spent giving up
their details
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Slide 15Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered Getting to Know You
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Slide 16 of 28 Browse
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Slide 17Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered AlexandAlexa
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Slide 18Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered AlexandAlexa
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Slide 19Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered AlexandAlexa
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Slide 20Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered AlexandAlexa
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Slide 21Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered AlexandAlexa
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Slide 22Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered AlexandAlexa
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Slide 23 of 28 Buy
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Slide 24Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered Why you should send transactional emails
Post-sale transactional emailshave the highest customerengagement
of anycommunication: Minimize post-purchasedissonance Reduce
returns Build customer loyalty andtrust Build online brand advocacy
Maximize upsell and cross-sell revenue
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Slide 25 Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered Order Confirmation Say Thank You Confirm payment,
product and delivery details Show related products Share customer
service details Encourage people to sign-up who havent already
Ensure that the message is on brand both visually and tone of
voice.
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Slide 26 Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered Shipping Confirmation This is always a good news
message Dont let your carrier take the glory unless the message
isnt great (e.g. wide delivery window) Confirm the shipping details
Another good opportunity to cross and up sell.
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Slide 27 of 28 Goodbye For Now
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Slide 28 Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered 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
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Slide 29 Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered 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
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Slide 30Digital Bricks & Mortar for Retailers @dotmailer
#magentouncovered Some Thoughts About Retention Did you wake up
wanting to be retained today? How much time should you spend on
your Monthly EmailCampaign where you Repurpose Stuff Off Your
Website? If you could personally walk a single customer
throughtheir journey from first purchase to loyal customer,
whatwould your story be?
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Thank You Skip Fidura Global Client Services Director,
dotmailer Chairman, Email Marketing Council, UK DMA
@skipfidura