Digital Bricks and Mortar for Retailers William Darbey Key Account Director, #magentouncovered

Slide 2Digital Bricks & Mortar for #magentouncovered UK Online is Exploding £107b Online Sales 2014 £91b Consumer Sales 17% Growth 2013 Source: Capgemeni % Growth 21% Total Retail

Slide 3 of 28 What is the Next Big Thing? “Big data driven contextual customer experiences delivered by cloud based marketing automation solutions”

Slide 4 of 28 What is the Next Big Thing? “Blah blah driven blah blah blah delivered by blah blah marketing blah blah”

Slide 5 Digital Bricks & Mortar for #magentouncovered People Buy From People Picture from drivendigital.com

Slide 6Digital Bricks & Mortar for #magentouncovered Experience Starts Before You Even Walk In

Slide 7Digital Bricks & Mortar for #magentouncovered Transactions Have Become Sterile 7

Slide 8Digital Bricks & Mortar for #magentouncovered The Bricks and Mortar Journey GreetBrowse Buy Goodbye

Slide 9Digital Bricks & Mortar for #magentouncovered The Bricks and Mortar Experience Greet: Welcome to How are you today? Can I help you find anything in particular? Browse: Can I find that for you in your size or something that goes with that? Have you seen this offer? If you are too busy, I can hold this for you. Buy: Upsell/Cross Sell Point out missed offers Answer any questions about payment, returns etc. Would you like to join our mailing list? Goodbye: Thank you Did you find what you were looking for today? Stop by next week for new stock. Customer satisfaction

Slide 10Digital Bricks & Mortar for #magentouncovered From eTail to meTail Greet: Welcome program Data capture Landing pages VIP program Browse: Browse abandonment Product recommendations Size guides Product reviews Buy: Order confirmation Shipping confirmation Cross sell/upsell Data capture Goodbye and After: Thank you Review request/customer sat survey Product Replenishment VIP program Lost/Lapsed program Birthday program

Slide 11 of 28 Greet

Slide 12 Digital Bricks & Mortar for #magentouncovered Data Capture and Welcome – J. Crew What do you really need to know when you first meet someone: –First name –Last name This also asks for: – twice –Password twice –Password hint –Country

Slide 13 Digital Bricks & Mortar for #magentouncovered Data Capture and Welcome – J. Crew This is sent immediately Greeting and copy tone match the brand This does call out the benefits of registering but will they be perceived as a benefit?

Slide 14 Digital Bricks & Mortar for #magentouncovered Data Capture and Welcome – J. Crew A more branded comes the next day Missed some tricks –Not presonalised –CTA to website but this follows a registration on the website –Doesn’t reinforce the benefits of the time the customer spent giving up their details

Slide 15Digital Bricks & Mortar for #magentouncovered Getting to Know You

Slide 16 of 28 Browse

Slide 17Digital Bricks & Mortar for #magentouncovered AlexandAlexa

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Slide 20Digital Bricks & Mortar for #magentouncovered AlexandAlexa

Slide 21Digital Bricks & Mortar for #magentouncovered AlexandAlexa

Slide 22Digital Bricks & Mortar for #magentouncovered AlexandAlexa

Slide 23 of 28 Buy

Slide 24Digital Bricks & Mortar for #magentouncovered Why you should send transactional s Post-sale transactional shave the highest customerengagement of anycommunication: Minimize post-purchasedissonance Reduce returns Build customer loyalty andtrust Build online brand advocacy Maximize upsell and cross-sell revenue

Slide 25 Digital Bricks & Mortar for #magentouncovered Order Confirmation Say “Thank You” Confirm payment, product and delivery details Show related products Share customer service details Encourage people to sign-up who haven’t already Ensure that the message is on brand both visually and tone of voice.

Slide 26 Digital Bricks & Mortar for #magentouncovered Shipping Confirmation This is always a good news message Don’t let your carrier take the glory – unless the message isn’t great (e.g. wide delivery window) Confirm the shipping details Another good opportunity to cross and up sell.

Slide 27 of 28 Goodbye – For Now

Slide 28 Digital Bricks & Mortar for #magentouncovered Surveys are a Form of Digital Body Language Time the within a couple of days of delivery Ideally include an image or description of the product purchased to remind customers which purchase they are reviewing Include customer services details or a special department to resolve issues before they leave the review Do not forget to thank all reviews – positive and negative Follow up on all reviews if possible

Slide 29 Digital Bricks & Mortar for #magentouncovered Product replenishment First Priority – Will they buy the product again? Second Priority – Will they buy it from you? Tailor it to the product –Product specific timing –Product image –Dynamic content in you other marketing comms

Slide 30Digital Bricks & Mortar for #magentouncovered Some Thoughts About Retention Did you wake up wanting to be retained today? How much time should you spend on your “Monthly Campaign where you Repurpose Stuff Off Your Website”? If you could personally walk a single customer throughtheir journey from first purchase to loyal customer, whatwould your story be?

Thank You Skip Fidura Global Client Services Director, dotmailer Chairman, Marketing Council, UK