The Science of Segmentation: Understanding the who, what, when and how of customer engagementEmarsys...
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Transcript of The Science of Segmentation: Understanding the who, what, when and how of customer engagementEmarsys...
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VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE • DUBAI
The Science of Segementation: Understanding the
who, what, when and how of customer engagement
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Who we are...
Saima Alibhai
Director of Solutions
Josie Scotchmer
Marketing Executive
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Talk with us @Emarsys
#engagement
Before we begin…
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What you will learn
• Customer Engagement
• Definition
• Corner shop Corporation
• The emerging science of ERFM
• Customer Lifecycle
• Customer Profiles
Agenda
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About Emarsys
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Treat every customer differently,
however similar they seem
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Definition
7
What is Customer Engagement?
Customer Engagement: “the level of involvement, interaction,
intimacy and influence an individual has with a brand over time”
(Forrester 2007).
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We got yourfavouritecheese.
gMr. Smith… My best
customer…
It‘s yourbirthdaytomorrow!
• Who & how important is the
customer?
• What products does he like?
• How to reach out to him?
• When to reach out to him
What is customer engagement
I‘ll callyou next
week!
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In the online world the
shopkeeper is gone,
but customer
engagement should
remain…
…provided by intelligent
customer engagement
software solutions
Transition to the online world
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The Importance of Every Customer: ERFM Scoring
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Customer Lifecycle
Leads
Customer Lifecycle
First-time
Buyers
Active
Buyers
revenue
stagesDefecting Customers
a
1
Higher conversion rate
2
Increase revenue per customer
& strenghten retention
3
Winback defecting
Customer lifecycleWITHOUT customerengagement promotions
Customer lifecycleWITH customerengagement promotions
Increase customer lifetime value
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Leads First-time
Buyers
Active
Buyers
Churning
Customers
Hot & High Potential Lead & Churning Gold Buyer
We should not
treat them the
same!
Stages
Revenue
• Male, 25 years old
• Browsed website 3x in last 7 days
• Interested in expensive suits & coats
HIGH eRFM POTENTIAL
• Female, 35 years old
• Avg. Purchase value £600
• Last Purchase >180 days
HIGH FM SCORE
How can we treat customers totally different?
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Whatcontent fits
the customer?
Successful Customer Engagement
Whois the
customer?
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14
Leads
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Website recommendations / Product Page
“Similar / Related Items”RELATED products
• Guide through first
purchase
• Generates 4%-10% of
total revenue
• Increases engagement,
average CTR 10%
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16
First time
Buyers
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Website recommendations / Cart page
“May also interest you”CART widget offers cross- and up-sell products according to the
combination of items in cart
• Guide customers to make
multiple purchases
• Leads users back to store,
average CTR 4%
• Generates 2%-3%
of total revenue
CART
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18
Active
Buyers
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Website recommendations / Homepage
“Recommended for You”PERSONAL widget targets visitors based on their recorded affinities
• Welcome display for
returning visitors
• Virtual shop assistant
• Average performance:
8% CTR
2.4% of total sales
PERSONAL
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Churning
Customer
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Website recommendations / Homepage
“Recommended for You”PERSONAL widget targets visitors based on current top selling products
• Engaging display for
returning visitors
• Virtual shop assistant
• Average performance:
8% CTR
2.4% of total sales
PERSONAL
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Contact your
Account Manger or
our Sales Team for a
demo of our
eMarketing Suite
T +44 207 388 0888
W www.emarsys.com
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Connect With Us
www.facebook.com/Emarsys
www.twitter.com/Emarsys
www.linkedin.com/company/Emarsys
www.emarsys.com
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VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE • DUBAI
Thank You
Any Questions?