email personalization with listrak

©2015.  All  rights  reserved.  This  presenta7on  may  not  be  recorded,  copied,  distributed  or  used  without  wri@en  consent  from  Listrak.  

Using Personalized Product Recommendations at

Every Touchpoint this Holiday Season*

About Listrak • Founded in 1999 • Automation platform for omnichannel retailers • Retail Experts

• Privately Owned Growth Company

• Over 1,100 Clients

• 200+ Employees

• Locations Lititz, PA; Los Angeles CA

Our  clients

Helping retailers create personalized experiences in every channel and touch point

Omnichannel  solu1ons

The  customer  journey

A  few  stats  –  CUSTOMERS…

Value personal messages cross-channel

Expect retailers to use previous interactions to personalize messages

Source: 2015 Harris Poll Results…

83% Value retargeted ads with previously viewed items

69%

56%

Considera1ons  -­‐  Design

Match your brand for a seamless experience, email, site, store

Setting expectations in the Header

Large product images

Badges, strikethrough pricing, clear product name, social feedback.

Add to Cart or Quick View buttons

Acquisi1on  at  all  touch  points

Next 3 slides all have a marketing faux pas

Can you find them?

Considera1ons  –  Determine  Personaliza1on  Goals

•  Complement Purchase •  Related merchandise •  Frequently bought together •  Like Items

•  Product Discovery •  Viewed this/viewed that •  Viewed this/bought that •  Recently viewed

•  Inventory Considerations •  Trending now •  New Arrivals •  CEO’s Picks

Considera1ons  –  Filtering  by  Price

Filter to prevent conflicts in brand/pricing

Was  ₤85.  then  ₤  59.  Now  ₤  42  

₤85  

Considera1ons  -­‐   Customer  Experience

 2 sets of duplicate items!

$135  

Considera1ons  –  Product  Feed

Know your product feed •  More data = better Recommendations •  Category •  Discontinued •  Quantity on hand •  Price •  Close out •  Amount purchased •  Zip code

Considera1ons  -­‐  Tes1ng

• Test – Test - Test

• Look & feel

• Appropriate level of filters

• New Products vs. Top Sellers

• Past purchases vs. current intent

• Make no Assumptions

Recommendations - Not set it and forget it.

Quick  Recap

Work towards the goal of that page/touch point Visual elements matter Setup appropriate filters for your business

Product feed is the backbone Remember the Customer Experience

Testing never stops

Acquisi1on  at  all  touch  points

On-Site

Acquisi1on  at  all  touch  points

Adding personalized product recommendations on the following pages will

give you a 23% revenue lift Source: IBM

IBM  Study  2015  

Category  /  Homepage

Same look as your physical store and email

Trending

On Sale

Recommendations Personalize based on past activity, profile data or current promotion

Category  /  Search  Page

• Sometimes overwhelming • Broad range of products, brands, styles,

price levels • Keep them on site by showing customer

favorites (?) Customer Favorites

Category  /  Product  Page

Engagement (customer picked) Promote complementary products

• Leverage accessories • Complete the look,

Alternatives, Frequently bought together

People Also Purchased, Highly Rated, Top Sellers

Frequently Bought Together

Just getting

started?

Start here!

Category  /  Cart  Page  –   Intent  to  purchase

•  Cross Sell •  Recs don’t distract from sale! •  Bought This/Bought That •  Include hover view and

add-to-cart functionality •  Leverage free shipping

threshold •  Recommend items to fit

threshold

Spend  just  $44  more  and  get  free  shipping  

Category  /  Cart  Page  –  Interna1onal  Military  An1ques

Show  like  items    

WWII  Map  

2% Conv. Rate

Conversion  rate  •  Average  1-­‐3%  conversion  •  IMA  1%  conversion      

Category  /  Product  Page

22.5% Conv. Rate!

Category  /  Shopping  Cart  Page

Conversion  rate  •  Na7onal  average  15%  

Category  /   Order  confirma1on  page

Didn’t they just buy?

Why Recommendations?

•  Opportunity for cross sell / up sell

•  Leverage Subsequent Purchase and Purchased Together

•  What % of 2nd sales come within 24 hours of 1st purchase?

Your  order  has  been  received  

When  does  a  second  sale  occur?

7 day post purchase email 14 day post purchase review request

84% of 2nd sales take place in the first 24 hours – Recs will help you take advantage

Why is this so important?

Listrak  Customer  Index  

When  Does  aThird  Sale  Occur?

34%  

56%  

49%  

2,622  

905  

510  

250  

321  

78,000  

Category  /  Other  On-­‐Site   Recommenda1ons

No search results •  Trending •  Top Sellers •  Recent Activity Landing pages •  Promotions •  Giveaways •  Sweepstakes •  Hidden pages

404 error pages Avoid  dead  ending  a  client  Show  Recommenda3ons    

TEST  –  TEST  -­‐  TEST

Header  text  Price  vs  no  price  Call  to  ac7on  vs  no  call  Posi7on  of  Recommenda7ons    Algorithm  /  Recipe  Subject  Line…    

Acquisi1on  at  all  touch  points

Email

The  Customer  Journey  -­‐  Considera1on

Considera1on Pop-­‐Up/Lightbox

Acquisition – Let’s assume you have a pop-up in place… Confirmation pop up? Recs on confirmation?

• Propel to purchase • Makes navigation easy

Preference Center…  

Considera1on Pop-­‐Up/Lightbox

Is it responsive?  

Considera1on  -­‐  Welcome

Goal: •  Coupon code in message 1 if needed

•  Site Navigation

•  Recently viewed merchandise

•  Top sellers

•  Trending products

•  Gateway products (?)

Items purchased 1st by new clients  

Considera1on  -­‐  Welcome

How do you get Recommendations into a welcome message sent

immediately?    

You  don’t  without…  

Open  Time  Op3miza3on  

When  are  Welcome  Messages  Opened?  

Less than 5 minutes after opt-in

5 – 30 minutes after opt-in

30 – 60 minutes after opt-in

60+ minutes after opt-in

17%

27.5%

11%

44.5%

Source:  Listrak  Customer  Index  

83%  emails  opened  a^er  5  minutes  

Considera1on  –Browse  &  Abandon

1st hero image should be last item viewed

Text very important

•  We know you just viewed…

•  We like your style

•  Personal picks with you in mind

•  Recommendations just for you

•  We think you have great taste

•  Don’t miss the opportunity to purchase everyone’s favorites  

(Big Brother?)  

Considera1on  –  Cart  Abandonment

Goal: Conversion abandoned item or similar product •  Simpler the better? (it used to be) • Cart is a place to store items •  Add Recommendations that complement • Related / alternative merchandise •  Frequently bought together

•  Viewed this / viewed that •  Viewed this / bought that •  Bought this / bought that

Shop Now

Button

Considera1on  –  Nurturing  Campaigns  Case  Study

Considera1on  –  Nurturing  Campaign  –  Case  Study

Day 1 Day 2 Day 3 Day 4 Day 5 Day 6

Considera1on  –  Nurturing  Campaign  –  Case  Study

Day 1 Day 2 Day 3 Day 4 Day 5 Day 6

Nurture messages increased the conversion revenue by 21% Six messages account for 10% total email revenue

Considera1on  -­‐ Recurring  Automated  Campaigns

Goal: Set it and forget it • Nurture shoppers through customer journey • Automated email sent throughout the week

• Markdowns, New Arrivals • Top Sellers, Trending • Favorites, Top Rated…

Conversion  -­‐  Transac1onal

Goal: Communicate specific information to engage customer, and encourage loyalty

• Related merchandise • Complete the look • Frequently bought together • Open Rate?

As much as a 19% lift adding Recs to transactional messages

75-­‐80%  

Conversion  –  Post  Purchase

Goal: Keep customers engaged/loyal brand • Extension of cross sell • More time passed than SCA • Related Products • Complete the Look • Trending or New Arrivals in the last

purchased category…

Reac%va%on  -­‐  Winback

Goal: Re-engage to drive conversions • New markdowns • New arrivals • Best sellers • Trending/Hot

Consumables • Want to buy again • Need to re-order…

People who never bought

People who bought one or more times

326,830  

103,879  

Reac%va%on  –  Winback  Case  Study  

Case  Study

Sub Rec’vd Opned Click Rec’s Sent

Purch $

2/8/12 461 13 4 11/19/15 11/19/15 $11 2/8/12 391 14 5 11/19/15 11/19/15 $135

2/8/12 462 23 7 11/19/15 11/19/15 $61

Acquisi1on  at  all  touch  points

Holiday Shopping Experience

Display Retargeting From Email

Browsed  Item  On-­‐Site

They  browse  and  leave  the  site…  

Saw  Display  Ad  Featuring  Products

Email  Featuring  Product

Saw  Display  Ad  Featuring  Products

Conclusion

•  Customers Value the right Product Recommendations

•  How can Recommendations contribute to your goals?

•  Test…test…test

•  Will your product feed support merchandising/marketing needs?

•  What business filters will solve your needs?

•  Use recommendations across all channels

Ques1ons

70 Days

©2015.  All  rights  reserved.  This  presenta7on  may  not  be  recorded,  copied,  distributed  or  used  without  wri@en  consent  from  Listrak.  

Using Personalized Product Recommendations at

Every Touchpoint this Holiday Season*

*If  you  don’t  enjoy  this  presenta7on  blame  Johnny  Russo,  he  introduced  me  to  Charles.    

*If  you  don’t  enjoy  this  presenta7on  blame  Johnny  Russo,    he  introduced  me  to  Charles…