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Go beyond “Hi Joe”
Shifting to Customer-Centric MarketingGrow customer retention & boost e-commerce sales
There is a sure way to sell more on ecommerce site...
Run lots of Ads to draw traffic.Set price lower than competition.
Long Term Profit
…but that’s not sustainable for long term growth
The GoalMake more profit, not just sell more units.
The goal for this presentation is to show you how to get started on this goal, through shifting towards a customer centric marketing
model.
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Traditional ecommerce marketing centers around the ProductMarketing promotions are designed to highlight the product’s unique qualities.
Messages are mass distributed via email, social media channels with minimal personalization to the individual consumers.
In a growingly competitive landscape, marketers often rely on discount and sales to undercut competition on pricing.
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Downside of mass product centric marketing
Increase Consumer Churns.Mass and non-relevant promotion increases consumer annoyance, leading to higher churn rate or unsubscription rate.
Brand fatigue.Untimely and non-personalized promotions leads often to visual fatigue due to seeing the undesired ads repeatedly.
Costly and ineffective.Mass volume campaigns often result in low conversion rates, thus decreasing ROI.
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Successful ecommerce businesses have shifted towards a customer-centric model
Focus on product, then identify audience for
product
Product features and descriptions
“What is this?”
Product Centric Model
“Push” marketing messages
Exceptional product design
Understanding customer needs, then define product
specs
Experience & outcome.“This is why I need this
now”
Customer Centric Model
On-demand personalized messages
Memorable customer journey
Approach.
Values.
Delivery.
Marketing Message.
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Pop Quiz: Which Ad is more likely to convert?
Personalized product recommendations drive 5x more sales conversion.
Hint.
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Adopting a customer-centric approach requires deep customer insights, personalized experience across all channels
Gain customer insights.
Provide scalable yet personalized offers.
Ensure unified channel experience.
It takes investment and commitment from entire organization to succeed in customer-centric model
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There are a few short cuts that’ll realize immediate benefits, starting by using the data you already have for insights…Tip #1 Use web statistics to identify customer segment &
interests Start by defining the key segments of your customers (e.g., long distance runners, fashionista, men, women, teens, etc.)
Refine your product categories & website layout in a way that allows you to identify the segment a visitor may belong based on browsing histories.
Use analytics tool to help you track website traffics & behaviors (what each visitor are browsing) in order to enrich customer profile.
For example
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Tailoring messages to your target segments…Tip #2 Create up to 3 messages per segment profile
Understand what kind of message will appeal to each customer segment.
Create up to 3 messages per customer segment across respective customer journey. For example, an online store selling sneakers can set up following: Educational for first time buyers – “Need help picking the right running shoe?” Product recommendations for teens – “Top sellers for you may also like” Social Proof from pros – “Here are what long distance runners are saying about…”
Don’t overwhelm customers with messages. Take small steps to make improvements. The key is to send targeted messages, based on interest and prior visitor behaviors. Bulk Semi-Targeted
PersonalizedIf you’re here Target to be here
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…and delivering omni-channel experienceTip #3 Begin to unify messages across all channels
Identify customers as they interact with your business across all key channels (e.g., email, social media, on-site, in-stores, etc.) To do that, you’ll need: CRM capability that captures online (and offline) interactions by customer Ability to identify audience across each channels (e.g., custom audience in Facebook) Ability to push messages to each channel
Reinforce your marketing pitch by delivering consistent messages across channels.
This step is harder to accomplish, so make gradual implementation. It may be easier to start with digital channels first before tackling integration with offline.
Visitor browsesproduct
Trigger email2 hr later with product
suggestions
Promote product browsed on social
media,2 days later
Pop up with offerwhen revisiting site
Checkout
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To recap, a few action steps you can start now within minimal investment
1.Start with customer data you already have, use the data to gain insights on visitor behaviors.
2.Design product categories and website layout that makes it easy to understand visitor profiles.
3.Craft and trigger targeted messages based on visitor actions. Optimize based on their interest area.
4.Reinforce with consistent messages across your digital channels. Retargeting is key!
