Marketing Communication With Sophisticated Customers Moscow, 12 April 2013 Online Retail Russia 2013
Sophisticated customer Has a lot of offers to choose from (remember that you always compete) Has little time (limited attention) Is on the move (interacts with brand in different places and situations) Uses multiple devices and applications (think about your OWN consumer habits)
Cleaning up a mess in databases
Cleaning up the mess Only VALID addresses will GROW your business
Bigger database = bigger revenue How EFFECTIVE your collection points are? Newsletter webform on your website Pop-up on your website Points of Sales (forms, electronic receipts, online order completion) Loyalty programs Call centers Social and mobile apps Affiliate / CPA programs
Preventing trouble Identify risks and action points: Send to ALL subscribers Use double opt-in it will lower subscriptions by 10-20%, but: 1.will help in getting whitelisted 2.will protect from typos that can get you blacklisted vs 3.spambots won’t subscribe to your lists Affiliate/CPA programs – use seperate domains Inactives – may lower results. Measure precisely Purchased lists = spam traps, harvesting
Newsletter subscription doesn’t need to be boring
Get trendy, jazzy and cool! Make it easy – use social login Be creative to provide relevance Cross-promote your brands
Get trendy, jazzy and cool! Communicate benefits, add incentives (% off, free shipping, freebie)
Show that customers’ contacts are important!
Use responsive design Your customers are here: Most s are still designed to display here:
with responsive design in action Pinterest on Webmail: Pinterest on iPhone:
How not to fail expectations of the sophisticated customer
Send! drives sales in other channels
Stand out from the crowd! Your competitors are already there. Can afford not to be?
Act quickly Purchase at Bloomingdale’s Payment and subscription to get receipt at the same terminal Newsletter opt-in checkbox 1 minute later with receipt and offers
How you THINK your looks like
How subscribers REALLY see it
So, you stop at newsletters? Automatic welcome s !!! Automatic birthday / anniversary s Specials for Most Valued Customers Cross-selling and upselling Clearing remaining inventory from your stock Incentives for non-buyers
I do all that already… What’s next? Predictive eye-tracking for content optimization Revenue based split-testing s with recommendations Customer segments for specific products generated from behavioral data and predictive analysis Life-cycle programs
Eleonora Nikiforova For business inquiries please contact
Thank you! Krzysztof Jarecki VP Global Business Development