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This Emarsys Webinar on the science of segmentation and understanding customer engagement will discuss: • How to make every interaction as relevant and personalised to the individual customer as possible • The emerging science of ERFM and how it opens up exciting opportunities for retail and e-commerce marketers, delivering far better results in terms of extended customer loyalty, increased conversions and realising better up-sell and cross-sell opportunities • 4 different customer profiles – churning customers, active buyers, first time buyers and leads. Looking at best practice for personalisation and segmentation, discussing how they should all be treated differently
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VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE • DUBAI
The Science of Segementation: Understanding the
who, what, when and how of customer engagement
Who we are...
Saima Alibhai
Director of Solutions
Josie Scotchmer
Marketing Executive
Talk with us @Emarsys
#engagement
Before we begin…
What you will learn
• Customer Engagement
• Definition
• Corner shop Corporation
• The emerging science of ERFM
• Customer Lifecycle
• Customer Profiles
Agenda
About Emarsys
Treat every customer differently,
however similar they seem
Definition
7
What is Customer Engagement?
Customer Engagement: “the level of involvement, interaction,
intimacy and influence an individual has with a brand over time”
(Forrester 2007).
We got yourfavouritecheese.
gMr. Smith… My best
customer…
It‘s yourbirthdaytomorrow!
• Who & how important is the
customer?
• What products does he like?
• How to reach out to him?
• When to reach out to him
What is customer engagement
I‘ll callyou next
week!
In the online world the
shopkeeper is gone,
but customer
engagement should
remain…
…provided by intelligent
customer engagement
software solutions
Transition to the online world
The Importance of Every Customer: ERFM Scoring
Customer Lifecycle
Leads
Customer Lifecycle
First-time
Buyers
Active
Buyers
revenue
stagesDefecting Customers
a
1
Higher conversion rate
2
Increase revenue per customer
& strenghten retention
3
Winback defecting
Customer lifecycleWITHOUT customerengagement promotions
Customer lifecycleWITH customerengagement promotions
Increase customer lifetime value
Leads First-time
Buyers
Active
Buyers
Churning
Customers
Hot & High Potential Lead & Churning Gold Buyer
We should not
treat them the
same!
Stages
Revenue
• Male, 25 years old
• Browsed website 3x in last 7 days
• Interested in expensive suits & coats
HIGH eRFM POTENTIAL
• Female, 35 years old
• Avg. Purchase value £600
• Last Purchase >180 days
HIGH FM SCORE
How can we treat customers totally different?
Whatcontent fits
the customer?
Successful Customer Engagement
Whois the
customer?
14
Leads
Website recommendations / Product Page
“Similar / Related Items”RELATED products
• Guide through first
purchase
• Generates 4%-10% of
total revenue
• Increases engagement,
average CTR 10%
16
First time
Buyers
Website recommendations / Cart page
“May also interest you”CART widget offers cross- and up-sell products according to the
combination of items in cart
• Guide customers to make
multiple purchases
• Leads users back to store,
average CTR 4%
• Generates 2%-3%
of total revenue
CART
18
Active
Buyers
Website recommendations / Homepage
“Recommended for You”PERSONAL widget targets visitors based on their recorded affinities
• Welcome display for
returning visitors
• Virtual shop assistant
• Average performance:
8% CTR
2.4% of total sales
PERSONAL
20
Churning
Customer
Website recommendations / Homepage
“Recommended for You”PERSONAL widget targets visitors based on current top selling products
• Engaging display for
returning visitors
• Virtual shop assistant
• Average performance:
8% CTR
2.4% of total sales
PERSONAL
Contact your
Account Manger or
our Sales Team for a
demo of our
eMarketing Suite
T +44 207 388 0888
W www.emarsys.com
Connect With Us
www.facebook.com/Emarsys
www.twitter.com/Emarsys
www.linkedin.com/company/Emarsys
www.emarsys.com
VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE • DUBAI
Thank You
Any Questions?
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