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What connects the consumer’s experience across all channels?
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The ExactTarget Platform
The Building Blocks of Personalization
Identify all data sources
Organize data
Personalize Take action
Relevancy = Revenue
Explicit
Single Customer View: iGo Point of interaction: ET
Leverage Consumer Input Sources
Leverage Consumer Input Sources
Leverage Consumer Input Sources
On-Site Merchandising
21
Personalizing product recommendations, like those provided by iGoDigital, can increase conversions site-wide by up to 10%. iGoDigital Customer Benchmarking Data
What’s better than predicting?
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Guided Selling – A Personal Boutique Approach
Guided Selling Tools create an “experience” that helps shoppers navigate through the product catalog and make a more informed decision.
Guided Selling Tools
Olay: Cross-‐Channel, Global Capabili:es
Build once, deploy across retail partners, channels, and countries
Syndication and Localization
H.H. Gregg Use Case Study
Quick Facts • 9 Guided Selling Tools • 1 Platform • 1 Front End Development • Key Differentiator
Average Search to Cart Rate:
9.45%
Search Results Based on Profiles
Consistent relevant messaging
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Personalization in Email
Lids.com
• Identified Team and Style Based Shoppers
• Recommendations Made: • Onsite • Marketing Emails • Transactional Emails
Targeted emails based on customer demographics alone produced response rates up to 18x greater than those that were not targeted. Excerpt from McKinsey Global Institute research report.
Results: • Open Rate: 52.9% • Click Rate: 23.3% • Conversion Rate: 17.4%
Personalized Product Recommenda:ons based on the shoppers most recent onsite behavior
Personalized, dynamic subject lines increase open rates by 10% over sta:c subject lines
Op:miza:on
Instant Activity-based Email via iGoDigital iGoDigital can observe cart abandonment and fire off a trigger message in order to maximize opportunity to close a pending purchase. In addition, other events and conditions can trigger a message via an iGoDigital call to the API, including:
• Remarketing Events • Browse Abandon • Favorite Category • Back-In-Stock
• Post-Purchase • New Sale Item • New Item of Interest • Other/Customized
Triggered Emails
Remarketing Best Practices!!iGoDigital triggers the first triggered email 3 hours after an individual abandons a cart. Each individual receives a personalized message. Items that are personalized include:""• Dynamic Subject Line"• Predominately Displayed
Abandoned Items"• Personalized Product
Recommendations"
Fila Abandoned Cart Follow Up
Abandon event is triggered and session info is
passed to iGoDigital
Event is added to the view of customer behaviors
API call is made to ET, passing event data and
firing off a triggered send
Product recommendations turn transactional emails into conversion tools, increasing "click-through rates by up to 35% and conversion rates by up to 25% iGoDigital Customer Benchmarking Data
71% of shoppers are abandoning carts and only 19% of the top 1,000 online retailers are sending abandoned cart email messages to bring the customer back. Internet Retailer article, “Cart Abandonment E-Mails Gain More Attention From E-Retailers”
Profile powered segmentation
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By leveraging iGoDigital behavioral segmentation tool, customers have seen as much as a 50% increase in click-rate and a 56% increase in orders per send. iGoDigital Customer Benchmarking Data
Onsite Recommendations (To Drive Revenue/Visitor)
Email Recommendations (Interaction Based Recs to drive engagment + $)
Email Triggers (Interesting moments to timeliness and relevancy)
Guided Selling (To engage visitors, convert, and collect data)
Harness a Single Customer View
3 !"#$%& you can do now
1. Or%'$() *+,r -'!' Data layer is foundation
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Within your organization • Don’t build out your program first – listen to your customers and use their behaviors to create your marketing programs
• Leverage user generated content and review data (Bazaarvoice)- leverage what shoppers are saying in other marketing efforts
3. M'/) #! p)r&+$'. Synchronize the experience across all channels
Discussion!Q/A
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