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