integrated consumer behavior experience
DESCRIPTION
We would like to discuss how we have been able to integrate Bronto within our eco system to be highly target based on consumer behavior. We have done this with the integration of Bronto within our web platform, where we are able to flow our customer segments into Bronto automatically via the API. We have also integrated specific product recommendations within our email program. These recommendations are based on the consumer behavior on our site. This allows us to send a unique, relevant promotional email to consumer based on their behavior. With these integrations, we can further refine our segmentations and email remarketing efforts based both on how consumer interact with our emails both within the email, and when they are on our site.TRANSCRIPT
Putting all the pieces togetherIntegrated Consumer Experience
Introductions and Objective
Objective:
Demonstrate how we integrate technology to provide intelligent relevancy during the path to purchase to influence consumer behavior.
Chris ReighleyDirector of eCommerce
@chrisreighley
#BSum12
Path to Purchase
Path to Purchase Assumptions
We make the following assumptions when it comes to path to purchase:
• Consumers go through a decision process when making a purchase
• Before a consumer gets to our site, there is a high likelihood that their purchasing intent is decided.
• The consumer has gone through multiple touchpoints before arriving at the purchasing decision.
Consumer Decision Making Process
CONSUMER BEHAVIORLars Perner, Ph.D.http://www.consumerpsychologist.com/
“Findings indicate that 80% of consumers’
shopping decisions are made before
entering the store…”Merchant Mechanics, Inc.
What is happening……
CONSUMER BEHAVIORLars Perner, Ph.D.http://www.consumerpsychologist.com/
Multiple Touchpoints
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.
How did consumers find deals
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.
Email vs. Search
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.
Touchpoints through the path to purchase
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.
Intelligent Relevancy
Intelligent Relevancy
• Understand your consumer & their behavior
• Segment your consumer
• Leverage your technology to be in the consumers mind at the right time with the right message.
Understanding Your Consumers
What we have learned:
• When it RAINS people need an UMBRELLA
• Message Testing when Rain is in the forecast:• Current Day• 3 Day Forecast• 5 Day Forecast• 7 Day Forecast
totes-ISOTONER.com Customer Flow
• Some one that has visited our site but has not purchase online from us.
Non-Purchase
r
• Someone that has purchased online from us.
Purchaser
• A brand junkie and proud of it.
Brand Loyalist
High Level Segmentation
Purchasers
Brand
Product
Frequency
Non-Purchaser
s
Engaged (Lookers)
Brand
Product
FrequencyNon-Engaged
Other Segments:
Consumers:• Geo-Location
Products:• Rain• Cold Weather• Not Rain or Cold
The Pieces
Step 1 – Capture Customer Segment
Our primary “lists” or segmentations are build in MarketLive and flow down to Bronto.
In Bronto this flows in as a List
Step 2 – Provide Intelligent Relevancy
The next step is, we send targeted emails via Bronto. We add MyBuys Recommendations to our Bronto emails.
Step 3 – Pin Point Remarketing
The next step is actively remarket based on the customer behavior with the email messaging AND what the do on the website using Omniture Genesis.
Three Segments:• Product Views• Cart Abandon• Conversion
HAPPY CUSTOMERS
Case StudyOK – now for the serious stuff
So, Does it Work…
First, we validated the MyBuys Recommendations. We ran a multi-variant email test via Bronto.
Test Messaging Scenarios:
• Version A: No MyBuys recommendations
• Version B: Our product recommendations
• Version C: MyBuy Recommendations
Results – Part 1
Results – % of total Revenue
Ver-sion A31%
Version B32%
Ver-sion C38%
Results - AOV
Version A Version B Version C
$42.35
$45.83
$47.32
Results – Value Per Visit
Version A Version B Version C
$3.19 $3.29
$4.06
So, Does it Really Work…
Second, we validate remarketing using Omniture Genesis Segmentation.
Using Product View Omniture Genesis segmentation, we sent a remarketing email for our Acorn Spring Collections Launch.
Results Part 2
Key Take Always
• Consumers go through a decision making process during their Path to Purchase.
• Studies show that 80% of consumers have made a purchasing intent decision before they arrive at your site.
• 53% of consumers had multiple touchpoints on the path to purchase. (Oh BTW – EMAIL IS BIG!)
• Intelligent relevancy is not an option.
• Tightly integrating your touchpoints provides results – Customer Satisfaction & Revenue.
