re engage lost shoppers with personalization
TRANSCRIPT
RE-ENGAGE LOST
SHOPPERS WITH
PERSONALIZATION
Ken Levy, CEO, 4-Tell
• Personalization Overview
• Convert Shoppers with
Big Data Personalization
• Re-Engage with
Personalized & Abandoned
Browse/Cart Email
Agenda to Re-Engage Shoppers
“Online Retail Sales will Grow from
$225.5B in 2012 to $434.2B in 2017” -- eMarketer
Two Key Problems
Convert & Re-Engage
Why did you leave? Come on Back!
Compelling Results
WEB
• 17% More Sales
• 18% Higher Conversion
• Transactional: 5.2% click through with 15% conversion
• Daily Deal: 26% more revenue with recommendations
• Forrester (Analyst): 3% boost to email ecommerce revenue
Do You Want Fries With That?
$ $++
Personalization is Measurable
Personalization Types
Leverage the individual’s behaviors
• Cross-Sell: Complimentary, bought together
• Up-Sell: Alternatives, similar
• Personal: Products the shopper is likely to buy
• Top Sellers: Site wide, Category, or Seasonal
4-Tell Boost® Personalization Engine
WISDOM OF THE CROWDSales Data
Click Stream
CATALOGProducts & Attributes
BUSINESS RULESFiltering & Category Logic
CURRENT BEHAVIORRecently Viewed
CartShopper
• Promotions, Exclusions, Filters, Category, Brand Rules, etc.
• Manual Curation
Best of Both Worlds: Automation & Control
• Personalization Overview
• Convert Shoppers with
Big Data Personalization
• Re-Engage with
Personalized & Abandoned
Browse/Cart Email
Agenda to Re-Engage Shoppers
Product Page
Personalize with
Shopper Behavior• Cross-Sell
• Up-Sell
Beyond Category &
Brand Top Sellers
Cart
Cross-sell using all
items in cart
/
Mobile
Better navigation for a
small screen
• Personalization Overview
• Convert Shoppers with
Big Data Personalization
• Re-Engage with
Personalized & Abandoned
Browse/Cart Email
Agenda to Re-Engage Shoppers
Personalized Email
Dynamically created on open
• Change with real-time stock
and browsing data
Easy setup
• Graphical setup
• Works with any email provider
Daily Deal
26% increase in sales
with cross-sell
Transactional
5% click-through with
cross-sell
Reduce Abandoned Cart by 10%
Bad Assumption:
People who abandon don’t want to buy
Cart Abandonment: Part of Buying Process
Abandoned Cart Email
• Reminders to
complete purchase
• Discount offers
• Suggestions
Abandoned Browse Email
• Capture Email
• Reminders
• Recommendations
• Bring ‘em Back to Site
Recently Viewed
Typical Campaign
• Series of 3 emails
• TEST, TEST, TEST
Fundamentals
• Recency
• Frequency
• Offer Value
Email Campaign
Initial Plan/Starting Point
Stage Conversion Open Rate Revenue/Email
1: Real-time 22% 70% $112: 24 hours 7% 65% $43: 7 days 6% 60% $3
Total 35% Avg 65% Avg $6
Source: SeeWhy
Final Tips to Reduce Abandonment
Stop it before it happens
• Product recommendations
• Easy checkout
• Omni-channel Cart
(PC and mobile)
Bring them back
• Collect email early
• Abandoned email campaigns
Conclusion
• Increase Conversion with
Big Data Personalization
• Re-Engage Lost Shoppers
with Abandoned Emails
