Facebook & Instagram Advertising Audience + Conversion Series - Day 2
Conversion day 2014 > the conversion kitchen
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Transcript of Conversion day 2014 > the conversion kitchen
Tasty ingredients for cross- and upselling
The conversion kitchen
It’s more than digital
It’s your business
@DaanGoor
Never offer a
candy
Without
knowing
The current
mood
Spice up your cross- and
upselling
Spice up your cross- and upselling
TipsCase
Spice up your cross- and upselling
TipsCase
“Upselling is a sales technique whereby a seller induces the customer to purchase more expensive items, upgrades, or other add-ons in an attempt to make a more profitable sale”
“Cross-selling is the action or practice of selling an additional product or service to an existing customer”
Spice up your cross- and upselling
Related or recommended products Subscribe to receive discount on next purchaseWish, birth and other lists Temporary discount bundles Customer cards
Spice up your cross- and upselling
Related or recommended products Subscribe to receive discount on next purchaseWish, birth and other lists Temporary discount bundles Customer cards
Spice up your cross- and upselling
Related or recommended products Subscribe to receive discount on next purchaseWish, birth and other lists Temporary discount bundles Customer cards
Spice up your cross- and upselling
Related or recommended products Subscribe to receive discount on next purchaseWish, birth and other lists Temporary discount bundles Customer cards
Spice up your cross- and upselling
Related or recommended products Subscribe to receive discount on next purchaseWish, birth and other lists Temporary discount bundles Customer cards
Spice up your cross- and upselling
Related or recommended products Subscribe to receive discount on next purchaseWish, birth and other lists Temporary discount bundles Customer cards
Spice up your cross- and upselling
TipsCase
Bijenkorf App = sales-driven, customer-centric application focused on information exchange and loyalty incentives
Objective 1: convert Bijenkorf from preferred into favorate brand by initiating a membership programObjective 2: familiarize customers with the periodic promotions and campaigns Objective 3: generate more sale revenue
App as crucial sales driver during promotion marathons
Bijenkorf memberships generate unique priveliges– Receive personalized vouchers and discounts– Collect points per euro you spend– Exchange points for discount or free products
What’s on your personal
menu?
What’s on your personal menu?
ToolsCase
What’s on your personal menu?
ToolsCase
“Personalization is all about creating memorable and optimal user experiences by presenting a tailored mix of content and interface layouts to different users based on a mix of implicit and explicit preferences, their device and the context.”
Main aspect: behavorial targeting based on visitor history
Vital for continuous business performancePersonalization drives cross- and upselling
“Companies who are personalising web experiences are seeing an average 19% uplift in sales.”
(source: monetate.com)
Product recommendationsOn-site search resultsImages or textSite navigationCustom featuresBadging
First-party historical customer data/segments First-party real-time browsing dataThird-party profiling data
What’s on your personal menu?
Personalization integrated with web analyticsIndependent personalization enginesPersonalization of customer serviceE-commerce Personalization Software as a ServicePersonalization features as part of CMS
What’s on your personal menu?
Personalization integrated with web analyticsIndependent personalization enginesPersonalization of customer serviceE-commerce Personalization Software as a ServicePersonalization features as part of CMS
What’s on your personal menu?
Personalization integrated with web analyticsIndependent personalization enginesPersonalization of customer serviceE-commerce Personalization Software as a ServicePersonalization features as part of CMS
What’s on your personal menu?
Personalization integrated with web analyticsIndependent personalization enginesPersonalization of customer serviceE-commerce Personalization Software as a ServicePersonalization features as part of CMS
(source: oracle.com)
What’s on your personal menu?
Personalization integrated with web analyticsIndependent personalization enginesPersonalization of customer serviceE-commerce Personalization Software as a ServicePersonalization features as part of CMS
What’s on your personal menu?
Personalization integrated with web analyticsIndependent personalization enginesPersonalization of customer serviceE-commerce Personalization Software as a ServicePersonalization features as part of CMS
What’s on your personal menu?
ToolsCase
MySamsung = social, customer-centric community platform focused on knowledge exchange and gamification
Objective 1: convert Samsung from preferred into favorate brand by increasing customer’s engagement and interactionObjective 2: familiarize customers with the broad range of innovative, less known Samsung products in other categories
Customer care can direct you to MySamsung
Baseline: get more from your Samsung purchasePersonalized dashboard includes product suggestionsCookies connect pre-sales to post-sales behavior
Quick but healthy
takeaways
Quick but healthy takeaways
Stay relevantExercise restraintBuild credibilityLocation is criticalLow vs high involvementTry bundling discountsGrease the wheelsCustomer service sells
Quick but healthy takeaways
Stay relevantExercise restraintBuild credibilityLocation is criticalLow vs high involvementTry bundling discountsGrease the wheelsCustomer service sells
Quick but healthy takeaways
Stay relevantExercise restraintBuild credibilityLocation is criticalLow vs high involvementTry bundling discountsGrease the wheelsCustomer service sells
Quick but healthy takeaways
Stay relevantExercise restraintBuild credibilityLocation is criticalLow vs high involvementTry bundling discountsGrease the wheelsCustomer service sells
Quick but healthy takeaways
Stay relevantExercise restraintBuild credibilityLocation is criticalLow vs high involvementTry bundling discountsGrease the wheelsCustomer service sells
Quick but healthy takeaways
Stay relevantExercise restraintBuild credibilityLocation is criticalLow vs high involvementTry bundling discountsGrease the wheelsCustomer service sells
Quick but healthy takeaways
Stay relevantExercise restraintBuild credibilityLocation is criticalLow vs high involvementTry bundling discountsGrease the wheelsCustomer service sells
Quick but healthy takeaways
Stay relevantExercise restraintBuild credibilityLocation is criticalLow vs high involvementTry bundling discountsGrease the wheelsCustomer service sells
Quick but healthy takeaways
Stay relevantExercise restraintBuild credibilityLocation is criticalLow vs high involvementTry bundling discountsGrease the wheelsCustomer service sells
Thank
you
Thank
you
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