Today's Personalization Technologies to Fit Your DM Campaign
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Transcript of Today's Personalization Technologies to Fit Your DM Campaign
![Page 1: Today's Personalization Technologies to Fit Your DM Campaign](https://reader033.fdocuments.us/reader033/viewer/2022052509/55a346741a28abc31f8b4607/html5/thumbnails/1.jpg)
Today’s Tablets Mean Bigger
Consumer Engagement
Connected Customer Strategies Track
Linda Brown, Wolverine World WideJoaquín Ruiz, Catalog Spree
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Who is Wolverine World Wide?APPAREL
& ACCESSORIES
CONSUMER
DIRECT
FOOTWEAR
WHOLESALE
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A Tale of Four Disruptions
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Music Books Retail Magazines
Past
Pre
sen
t
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Yet Again: Omni-Channel
• Be where your customers are... and tie it all togetherDiscover NurtureEngage SellIncent RewardSurprise Re-engageLink, link, linkTrack, track, track
• Build to and measure your company’s Path-to-Purchase
• Offline meets Online
Mostly Online, 42
%
Combined,45%
Mostly Stores, 12
%
Primarily Mobile, 1
%
Methods US Online Shoppers Plan to Use to Shop in 2012% of respondents
Source: PriceGrabber, “2012 Shopping Outlook”
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Portable, Instant Access
IDC: Worldwide smartphone shipments already more than PCs
350m PCs492m smartphones
2011500m PCs
1,600m smartphones
2016
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A Tidal Wave of Tablets
• Tablets growing 19 times
faster than PCs.
• Tablets growing 60% faster
than the smartphone.
• By 2016, 126m tablets will
be in use by US consumers.
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Unbelievable (but true) Forecast
NPD Group: Tablets to overtake notebooks in 2016
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
PC Mobile
Dec-11 Apr-12
0%
1%
2%
3%
4%
5%
6%
7%
8%
iPad iPhone Other (Android)
Dec-11 Apr-12
The iPad alone accounts for half of traffic from mobile devices
Source: Catalog Spree Retailer Survey, April 2012
Mobile Share of E-commerce Traffic Doubled in Less Than 6 Months
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• Design for mobile first… at the very least test on mobile
– 40%-60% of retail email opened on smartphone
– Optimize “first click”
• Highest value retail customers are– iPad owners– Shop in stores– Use catalogs
…Leveraging and integrating all your channels is vital
Omni-channel Implications
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Product Demo: iOS& Web
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Monday, 12%
Tuesday, 12%
Wednesday, 13%
Thursday, 14%Friday, 15%
Saturday, 17%
Sunday, 17%
00.10.20.30.40.50.60.70.80.9
1Monday 0:00
Monday 12:00
Tuesday 0:00
Tuesday 12:00
Wednesday 0:00
Wednesday 12:00
Thursday 0:00
Thursday 12:00
Friday 0:00
Friday 12:00
Saturday 0:00
Saturday 12:00
Sunday 0:00
Sunday 12:00
Data: Shoppers spend
95+ minutes/month on app
traffic breakdown by day Usage per time and day of the week
• Saturday/Sunday are biggest shopping days• Peak shopping time is between 6-9 PM PST
Source: Catalog Spree data, April 201213
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45 million people, 47%of all
smartphone owners,usedmobileappsin the
Nielsen-defined Shopping/Commercecategoryin June 2012.
It was Nielsen's first study of a particular category of mobile app.
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Most of the top 10 apps
in the category just
help users find deals
ororganizetheir shopping.
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What does mobile mean to WWW?
eCommerce Mobile Revenue Share by Period
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0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8
eCommerce Mobile Revenue Share by PeriodEurope United States
2011 2012
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What does mobile mean to WWW?
Distribution of Mobile Visits & Sales by Device
0%
10%
20%
30%
40%
50%
60%
70%
80%
Apple iPad Apple iPhone Droid (Any) Other Apple iPod Touch
% o
f e
Co
mm
erc
e B
usi
ne
ss
% Visits % Revenue
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Community vs. Affinity
Own Apps
+ Brand-immersed
+ Loyalty Builder
– Costly
– Maintenance Commitment
– Platform choice
± Awareness
± User experience
Aggregation Apps
+ Branded experience
+ Large Distribution
+ Easy MultiChannel: Web, App, Own-site
+ Ease of social integration
+ Scaled expense
± One of a crowd
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Community
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Community
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Community
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Community
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Affinity (Aggregation) App
• Objectives
– Prospecting
– Participating
– Positioning
• Challenges
– Low Awareness
– User-Experience Limits
– Lack of Personalization
• Cost Structure
– 3-15% Commission per Sale
– Other fees• Setup Charge
• Cost Per View
• Cost Per Lead/Subscription
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Vendor Selection
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Leverage your assets to provide a unified point of view.
Don’t overcomplicate things.
Make it easy to use.
Meet expectations before you exceed them.
Design
http://thoughtleadershipleverage.com/wp-content/uploads/2011/09/leverage11.jpg
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Design
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Page Processing Systems:
Single pages (not spreads)
• CMYK or RGB
• 300 x 300 dpi
• Editable
“Design for Mobile”
• Landscape to portrait
• Fold out spreads to singles
• Products that cross spreads may need adjusting
• Avoid distortion by translating to a uniform page size.
The Nitty-Gritty
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Data Feed Systems
Before “go live”
• May use GAN feed
• May use your own web site for sales or separate channel.
• Be proactive
• Determine all needed fields
• Provide test files for review
• Confirm meets specifications
After ‘go live’
• Babysit
• Changes cause “Item Not Available”
• Coordinate updates around catalog publishing cycles
The Nitty-Gritty
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Beyond Response: KPIs
Catalog Spree Calculated KPIs Merrell Spring x100Unique Viewers 2,718 271,800Total View Time 155 hours 15,500View Time per Person 2 min 2 min
Time per page 5-6 seconds 5-6 secAvg# Products Zoomed 2.25 2.25
% of Zoomed to See More Button 8% 8%Number of Viewers to Website 225 people 22,500Actual Direct Conversion 1 person 100Actual Direct Revenue $125 $12,500
Potential 2% Conversion 5 people 500Potential Revenue $625 $62,500
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0.6%
Beyond Response: Attribution
All Attribution Merrell Spring ’12 Catalog; 400K Circ.
GWP promocode(i.e. RetailMeNot.com) +$0.17/book
Website catalog request +$0.03/book
Visit website catalog & buy +$0.002/book
Merrell B&M stores +$0.27/book
All Digital Catalogs (Combined) +$0.003/book
$0.475/book
Spring ’12 Added Revenue Contribution = $190,000
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External Promotion
• Ongoing promotion on all channels:– B&M signs including driver QR codes
– Social Media including contests
– Emails regularly as primary story
– Emails always in footer
Internal Promotion
• Who owns it?
• Small team focus
• Report KPIs
Be the Cheerleader
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• Cookie tracking
• Social Shopping
• Use eCatalog sweepstakes for email growth
• More brands / more creative look & feel
What’s Next?: WWW Perspective
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Electronic Omni-channel:
• “Social Shopping”• Tight integration with social
and interest networks• Community annotations
• Demographic prospecting & VIP services
• Targeted recommendations• Targeted promotions• In-store services• Phone-centric offers & updates
• HTML5 distribution• More platforms
The Future: Spree’s Perspective
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Conclusions
• The acceleration of digital space creates opportunity.
• The tablet creates a unique marketing opportunity.
• Experiment on multiple platforms
– Make sure user-experience fits your brand
– Set up a data and learning discipline
– Use 1 or more of the community apps
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Q&A
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