identifying hidden customer segments that drive revenue
Post on 28-Jan-2018
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WEBINAR SPEAKERS
Thom O’Leary Alex GoldmanPresident,
FIXER Group
Consulting
Project Manager,
Oro, Inc.
Thom O’Leary of Fixer Group Consulting
advises successful online stores to help
them double their revenue year over year.
He helps successful online stores that are
outgrowing their current tools find the right
e-commerce platform.
www.fixergroup.com
Alex Goldman is a Project Manager and
Solutions Engineer at Oro Inc. where he has
scoped and implemented dozens of
OroCRM and OroCommerce applications.
www.oroinc.com
AGENDA
IDENTIFYING SHOPPER
SEGMENTS
IDENTIFYING RECIPIENTS
DRIVING SALES
Q & A
GIFTING OCCASIONS
ORO’S PHILOSOPHY
DEMO OF OROCRM
Importance Varies by Products:
Valentine’s Day,
Mother’s/Father’s Day,
Christmas
TYPICAL HOLIDAY GIFT OCCASIONS
Recurring:
Birthdays, Anniversaries,
Work Anniversaries
ANNUAL PERSONAL GIFT OCCASIONS
Some Seasonal, Some
Unpredictable:
PERSONAL EVENT GIFT OCCASIONS
Graduations, Babies,
Weddings, Thank You Gifts
GIFTING OCCASIONS
IDENTIFYING SHOPPER SEGMENTS: GIFT GIVERS
It’s not always obvious:
Look for hard evidence & subtle
clues
THINK LIKE AN INVESTIGATOR
Definite Gift Givers:
Gift card senders, gift notes,
gift wrap/box, personalization,
asked for gift help
COLLECT THE EVIDENCE
Possible Gift Givers:
PIECE TOGETHER THE CLUES
Gender-specific gifts, different
sizes, different addresses
IDENTIFYING RECIPIENTS
Identify and Modify:
Learn the buying and product
patterns of your gift givers, then
encourage higher ROI items
LTV and AOV of GIFT GIVERS
Examine Gift Messages:
Export and review most
commonly used gift messages
WHO IS THE LUCKY RECIPIENT?
Mother or Mom?:
WORDING MATTERS
Phrasing can tell you a lot
about your customers and how
to speak to them
DRIVING SALES
Create email segments
and social audiences
Target these segments around
known holidays
Substitute missing info with info
you do have
Tune your CRM to track customer
occasions
Use follow-up messages for
momentum of goodwill
Create physical mailer segments
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Include something in the package
for the giver, too
Gather gift-specific testimonials
and UGC
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The Oro Team
Yoav KutnerCEO
Jary CarterCRO
Dima SorokaCTO
Michael BessolovVP, Engineering
Motti DaninoCOO
Roy RubinAdvisor
RECAP
IDENTIFYING SHOPPER
SEGMENTS
IDENTIFYING RECIPIENTS
DRIVING SALES
GIFTING OCCASIONS
THE RIGHT TOOL FOR THE
TASK
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