reach the hyper-connected consumer -...

1

Reach the Hyper-Connected Consumer

August 19, 20152:00PM EST / 11:00AM PST

Meeting the expectations of the hyper-connected shopper

with mobile and social personalization

FitForCommerce Webinar Series: Let’s Get Personal – Omnichannel Personalization in a Hyper-Connected World

2 #LetsGetPersonalFFC

Bernardine Wu

FitForCommerceFounder & CEO

Meet Today’s Speakers

Ken Burke

MarketLiveFounder & CEO


• Survey of 100+ key decision-

makers

• Interviews with retailers and

brand executives

• Input from technology and

service providers

• First-hand FitForCommerce

experience

Setting the Stage


A Personalization “Deep Dive”


What We’ll Cover Today

• The Hyper-Connected Consumer

• The Mobile Factor

• The Social Factor

• Takeaways

• Q&A

6

FitForCommerceA boutique consultancy founded to help online businesses ‘figure out what they need and how/where to find it’

eCommerce Diligence™A philosophy and methodology based on diligent preparation and decision-making to ensure success

RecruitingFor strategic and senior talent that aligns with e-strategy

eCommerceKnowHow.comThe first ecommerce knowledge base: Best practices, expert advice and info on 100s of features, functions and topics, 100s of provider and solution comparative info

FFC BenchmarkingStructured detailed benchmark studies

Client Sampling


MarketLive – Complete Omni-Channel

Solution

• Complete Omni-Channel Platform

• Scalable and Extensible Technology

• Fully Responsive

• Hosted in Amazon Cloud (AWS)

• 100’s of Technology Partners

PLATFORM

• Pre Launch Implementation Services

• Post Launch Enhancements

• Dedicated Support

• Managed Services

• Upgrades

SERVICES

• eCommerce Strategy and Insights

• Seasoned Retail Experts

• eCommerce Best Practices

• Pre and Post Launch

• MarketLive Community

PARTNERSHIP


MarketLive Selected Clients

http://www.sportchalet.com/home.do

http://www.sportchalet.com/home.do


The Hyper-Connected Consumer


85% of online shoppers start shopping on one device and finish on

another

A Couple of Things You Should Know

Sources: Google, Nielsen Shopping Report

20% of all retail sales are influenced by mobile in some way.

of internet users consult social media when making a purchase decision46%


Today’s Retail Reality


So How Do We Reach & Engage the

Hyper-Connected Shoppers?


It’s Time to Get Personal


Let’s do a Poll

What channels are you

leveraging to personalize the

shopping experience?

- Web

- Email

- Mobile

- Social

- In-store


Live Poll from webinar


Top Channels for Personalization

We asked what channels

retailers and brands use

to personalize the

customer experience…

#3 Mobile

#5 Social


The Mobile Factor


Is Mobile the New Norm?

60% of consumers state

that they use mobile as their

primary or only source for

accessing the Internet

Source: InMobi 2014 Mobile Media Consumption Report


Millennials, Mobile & Shopping

“My phone is my most

valuable shopping tool when

I am in the store.”

Source: 2015 Digital Marketing Survey, Razorfish

56% of millennials


The Customer & How Mobility is at the Center


How Did We Ever Survive Before Mobile?

We use mobile to: • Stay in touch

• Share experiences

• For entertainment

• Find inspiration

• Research products

• Find nearby stores

• Buy & pay

• Check on deliveries

• Redeem loyalty points


Mobile + Personalization

Mobile plays a pivotal role throughout the entire shopping journey and is a

powerful tool for personalizing experiences


It Always Starts with Data

• Track usage across all devices – Encourage users to login across multiple devices

– Consider the form factor – make it easy

• Aggregate data across all devices– Use data to personalize the entire shopping experience

• Leverage native mobile functionality – Location, push notifications

Understand how consumers use mobile and how it impacts their

shopping behaviors


Native Mobile Features Not Priority

Thinking about personalization, retailers were asked what their plans are for offering the

following as personalized shopping features:


Focus on Relevancy, Convenience & Utility

• Understand customer needs and

wants across the entire shopping

journey

• Constantly improve and fine-tune

content and messaging based on

usage, profiles and user feedback

How can you make the experience relevant, useful and

convenient?


Be Relevant, Not Creepy

• Fine line between delivering relevancy

and being intrusive

• Allow users to control • Opt-in

• type of messages

• frequency of messages

Intrude on her privacy and you may lose her forever

• I.e. Target limits the number of alerts shoppers receive to two per visit so as

not to overwhelm users


That Personal Touch - Clienteling

• Equip sales associates with tablets

• Provide easy access to all customer

and product data

• Create personalized offers in real-

time based on past behaviors

• Order products not available in store

• Handle the checkout process

Empower sales associates to provide a personal, one-on-one

experience in the store environment


Taking the Desktop to the Store &

the Store in the Pocket

Turn the threat of “showrooming” into an

advantage

• Turn in-store mobile activity into personalized

experiences that increase sales

• Encourage customers to use mobile to deliver

personalized experiences

• Encourage sales associates to engage with customers

searching on phone

• Gain insight into what customers search for while in

store


Pocket-Sized Personal Shopping Assistant

• In-store wifi

• Scan in store to create personal

shopping lists

• Targeted content to guide the

buying process

• Order history

• Loyalty program – look up points &

get exclusive offers


Location, Location, Location

• Use location to personalize shopping

experiences

• Reach consumers when they are

most present and engaged

• Create highly-targeted, personalized

messaging and offers based on

location

$8 billion global market for

location-based services in 2014

$40 billion market projection by

2019

Source: MicroMarketMonitor: Global Location-based Services


Timely, Contextual & Personalized

The more personalized the experience, the more complex, but also

the more effective


Beacons – The Next Big Thing or Buzz

• Micro-location tracking to target consumers with a

greater accuracy

• Combine personalization strategies and beacon

technology

• Engage with consumers – near or in the store,

while they shop or at checkout

• Capture real-time consumer behavior – e.g.

amount of time a customer spends in each area

of a store and how they navigate through the

space


Leveraging Beacons Through 3rd Party Apps

Retailers have embraced beacons over the past couple

of years, often by integrating with a third-party shopping

or coupon apps

• Partner with third-party shopping apps to provide

hyper-local experience

• Low-risk point of entry before investing in more

comprehensive mobile development

• Tap into existing mobile shopping apps such as

Shopkick to test hyper-local programs


Target Going Hyper-Local

• Alerts shoppers to hyper-local content accessible via a

newsfeed-like stream

• Target Run - find content based on their location

• Lists and maps the most popular features

• Product recommendations related to the department they

are located in

Save guests time and money by helping them find what they’re looking for,

discover new products and receive offers and services that are relevant and

timely


Personalized Shopping via Mobile & Social

• Leverages social media to make beacon

alerts relevant

• Interior designer tool for college-bound

shoppers, that links with their social

media profiles to provide a personalized

and interactive selection of merchandise

Target puts guests first as they increasingly look for – and expect – a more

personalized shopping experience


Are We There Yet?

• Still fairly new and unproven

approach

• Slow consumer adoption rate

• Riskier investment than other

mobile personalization tactics

More consumers will expect brands and retailers to deliver the targeted

personalized mobile experiences that beacons can offer, but…


Wearables & Personalization

• Add deeper layer to customer

data

• Personalize based on tracked

behaviors

• Layered with shopping based

on activities


Don’t Forget About Email

66% of all emails

are opened on a

mobile device

Source US Consumer Device Preference Report. MovableInk


Getting Started with Mobile Personalization

• Understand customer behavior and needs

• Online and offline channels and customer expectations should dictate the mobile

personalization strategy

• Leverage localization and beacon technology to create hyper- local personalized

experiences and integrate mobile POS to interact with customers at the store level

• Test use cases and get feedback from customers via surveys, reporting, store

associate feedback and, ultimately, measurable ROI, to define the direction

• Start speaking with providers now about their current capabilities in mobile

40

The Social Factor

The Social Factor


To Social or not to Social

of online adults consult social networking

sites before making a purchase

the number of sources shoppers check

before making a purchase

of overall ecommerce sales will come

from Social Networks in 2015

Sources: Google Research, Bazaarvoice, shopsocially

74%

8

5%


Social Personalization is on the Radar

Thinking about personalization, retailers were asked about their plans for offering the

following personalized shopping features:


Social Media & Shopping

Social media is inherently personal in nature and is typically a

consumer-driven channel


Push and Pull

Social is both a push and a pull opportunity

Push offers and

content based on

customer personas

to social media

networks

Pull valuable data

about customers –

their interests,

activities etc.


Know Thy Customer

• Leverage social attributes and self-

identified characteristics for a more

complete customer view

• Engage the shopper with content,

products, and offers targeted specifically to

their interests and intent

Use social media to inform your personalization

strategies across all touchpoints


The Power of the Social Login

Source: Gigiya, Blue Research- Social Login and Personalization

60% of consumers find

suggested products & promos based

on their social profiles useful

44% expect that using social

login will improve their site

experience


Sharing is Caring… and Personal

• By sharing, consumers show their peers

(and brand) who they are, or who they

aspire to be

• Sharing feels personal and relevant

because it comes from a reliable source - a

personal recommendation from someone

they trust

Source: Nielsen: - How Connectivity Influences Global Shopping

46% of internet users consult social

media when making a purchase

decision


“Shoppers look at user-generated photos,

identify with them and therefore the

experience feels more personal.”

Mark Friedman, President Ecommerce, Steve Madden

“Personalizing” with UGC


Taking User-Generated Content &

Personalization to the Next Level


Getting Started with Social Personalization

• Know what social channels your customers use and how

• Start with the obvious - social channels that have the highest audience

engagement

• Make it easy to share content - make it as easy as possible for users to

share content

• Encourage customers to share with rewards and incentives

• Incorporate social login – familiar and expected by users.

• Leverage user profile data to personalize onsite experiences and deliver

targeted messaging through other channels

51

Q&A

#LetsGetPersonalFFC

Bernardine Wu, Founder & CEO

Download the Report

http://www.fitforcommerce.com/items/annual-

report-personalization/

Ken Burke, Founder & CEO

[email protected]

[email protected]

http://www.fitforcommerce.com/items/annual-report-personalization/

http://www.fitforcommerce.com/items/annual-report-personalization/

reach the hyper-connected consumer -...

Documents