The Consumer Engagement Mindset 2018A deep dive into research conducted by Pure360 and partners

Komal Helyer | Marketing Director | www.pure360.com

About Pure360

360 Digital marketing and web

personalisation platform:

● Email & SMS execution

● Web & mobile personalisation

● Behavioural targeting

● Conversion optimisation

● Journey based automations

● User segmentation

Established in 2001

Trusted by 1000s of brands

About me

Marketing Director @Pure360

Over 18 years email & digital experience

Led the email strategic direction for many leading brands including

HSBC, Carphone Warehouse, Black & Decker & Screwfix

Follow me - @komal_helyer

YouGov

Consumer’s are complicated

What makes them fickle?

72%

76%

76%

PRICE is CHEAPER

BETTER QUALITY

SAVE ME TIME

But they don’t firmly trust brands or their marketing!

“They confuse me with

a lot of jargon and I

feel intimidated…”

“All they want to do is

sell to me!”

“I don’t like

the fact they

hold so much

data on me!!”

What drives trust?

K

I

S

S

The Channels that Customers prefer

79%

Use at least one digital channel to find out about new products and services

79%

Use at least one traditional channel to find out about new products and services

19%Find out about products from

SOCIAL

24%Find out about products from

VIDEO

23%Find out about products from

EMAIL

73%

Prefer email as a marketing channel

How relevant are the channels?

What else do consumers want?

They want personalised content and offers

88%of people prefer shopping with retailers who offer personalised cross-channel experiences.

93%of companies see an uplift in conversion rates using personalisation.

ECONSULTANCYSWIRL NETWORKS

Consumers expect it….

84%of customers feel frustrated when website content is not personalised.

LOYALTY 360

83%customers expect relevant information and products to be recommended to them based on personal preferences.

SABRE

52%consumers would switch away from brands that don't personalise communications.

SALESFORCE STUDY

Personalisation is not just a marketing priority…

...it’s a business priority.

So what does personalisation do?

Increase conversion

rates

Increase average order

values

Improve marketing ROI

Increase customer

lifetime value

Our customers average 22% more online revenue with cross-channel personalisation

So personalisation…. All good right…

The ‘creepy factor’?

What do consumers think about personalisation?

Useful, relevant shopping aids? Misuse of data?

We asked 2,000 people how they’d react to the following personalisation tactics in

marketing...

YouGov Survey Results

Would you engage with marketing communications that addressed you by your first name?

YouGov Survey Results

Would you engage with marketing communications that used personal detailse.g. your birthday in the subject line?

YouGov Survey Results

Would you engage with marketing communications that included an offer that is interesting to you?

We have to be conscious of the value of personalisation to the consumer

Personalisation is an investment in creating better customer experiences…

More revenue is a by-product.

Get it wrong and the consequences can be disastrous.

What makes personalisation bad?

#1 UnnecessaryDoesn’t add value to the experience

No differentiated messaging

#2 IrrelevantDoesn’t consider context

Incorrectly assumes preference

#3 DisruptiveInterruptive or Creepy

#4 Data errors

#5 Over-personalisation

41%of consumers switched companies last year over a lack of trust and poor personalization, costing businesses $756 billion

ACCENTURE

When personalisation goes wrong…

…What makes personalisation great?

#1 It’s contextual

The customer’s context – what is guiding the purchase decision?

● Lifestyle aspirations● Emotional association● Historical experiences/Peer review● Demographics● Location● Device● Time of day, day of week● Seasonality / Regularity● Functional considerations● Customer journey position● Motivation: Desire or necessity

Search: Cheap flights to Orlando

Young family Family with teenagers, thriller seekers

Romantic break

#2 It’s seamless

The customer journey is not linear

At a minimum:

● Multiple visits● Cross-device● Cross-channel

Retail path to purchase

The average person:

● 90% consumers don’t make a purchase the first time they visit your site

● Many people leave your site without making a purchase due to lack of or incorrect info

● It is imperative you capture data so that you can drive them back

ECONSULTANCY

It’s also not about showing off your ability to track every move…

….It’s about blending in

#3 It’s Behavioural

Demographic based personas

Who

Behavioural based personas

Who does whatwhen they do itand why

Demographic based data points

● Age● Gender● Marital status● Children● Location● Occupation● Household income● Education● Work experience

Behavioural based data points

● Web engagement behaviour (urgent, hesitant, engaged, confused)

● Content interest● Touch interaction data● Spend patterns● Customer journey stage● Recency & frequency of purchase● Satisfaction● Offer engagement● Price sensitivity

Yet to make a purchasePrice sensitive

Timed couponBrowse/cart abandonment email

Very responsive to marketingImpulse buyer

Exclusive sale accessPost-purchase upsell

Hasn’t purchased in a whileUnresponsive to marketing

‘We miss you’ discount

Behaviour Offer

….using behavioural data signals to personalise offers

#4 Dynamic

Adapt to changing circumstances

Weather based personalisation

• Real-time weather updates ingested to power personalised destination recommendations

• Email & web automations triggered by bad weather tempt customers to browse getaways in sunnier climes.

• Can be applied to email nurture series to provide ‘before you travel updates’

• In-resort email triggers provide local travel info and suggested itineraries based on local weather conditions

#5 Transparent

93%of adults say that being in control of who can get information about them is important.

PEW RESEARCH CENTER

The consumer mindset 2018

1. Consumers prefer to shop around2. Price. Quality. Usefulness 3. Consumers don’t trust brands4. Improved trust is driven by

SimplicityPeer ReviewsSnackable content

5. Customers prefer email 6. Personalisation rules!7. But use it wisely ☺

Thank you

Komal Helyer | Marketing Director | www.pure360.com