Make sure your customers feel the love this Valentine’s Day

Presenters:

Andrew PearsonVP, Marketing Windsor Circle

Polly FlinchContent Marketing Coordinator

Windsor Circle

Agenda:

• Intro• Valentine’s Day Strategy• Key Segments • Messaging• Timing

Tweet to win!#DataDrivenLove & @WindsorCircle

1st Place: $200 gift card to a restaurant of your choice for Valentine’s Day

2nd Place: Valentine’s Day gift basket valued at $100

About Windsor Circle

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Valentine’s Day Strategy

Valentine’s Day…By the NumbersConnect your eCommerce Platform to your ESP

Valentine’s Day is a highly competitive time for retailers.

Sources: Stambor, Zak. "For Valentine's Day, E-retailers Should Get Personal." Personalization. InternetRetailer, 5 Feb. 2014. Web. 31 Dec. 2014.

• 59% of shoppers say they prefer to buy their Valentine’s Day gifts online

• 58% of shoppers say that retail websites and online ads will influence their Valentine’s Day purchases

How can retailers stand out in the crowd?

Create Your Valentine’s Day StrategyConnect your eCommerce Platform to your ESP

Key Elements:• Segments• Messaging• Timing

#DataDrivenLove

Key Segments

Key Segments

Identify Your Key Segments:

Not all customers are created equal, meaning your shouldn’t send the same email to every customer. Here are the key segments you should be on the look out for in the lead up to Valentine’s Day:

A. Last Year’s Valentine’s Day Buyers

B. Best Customers

C. Procrastinators D. Biggest Ticket Items with Cross-Sell Opportunities

E. Churning Customers

F. 1x Purchasers from Nov-Dec

G. Subscribers (Non-Purchasers)

#DataDrivenLove

Key Segments

#DataDrivenLove

Last Year’s Valentine’s Day Buyers

Purchase Date ≥ 1.15.14

Purchase Date ≤ 2.14.14

*

Identify 2014 Valentine’s Day Buyers

Last Year’s Valentine’s Day Buyers

Great Value Add!

Last Year’s Valentine’s Day Buyers

Dear [First Name],

This time last year you shopped with us and hopefully we helped you have a special Valentine’s Day.

Can we be your date again this year?

Whether making coffee for your sweetheart or enjoying some alone time, nothing says love like hot espresso from the Lavazza A Modo Mio capsule coffee machine.

Buy one today and receive a free set of capsules so you can truly enjoy the Italian espresso experience at home.

• Update text

• Update offer

Procrastinators

Step-by-Step Guide

1. Identify last minute buyers. Any customer who’s purchase date is after Feb. 6, and before Feb. 14, 2014.

2. Identify rush shippers. Any customer who paid for rush shipping since February 1, 2014

Tip: Your goal is to help your chronic procrastinators get a head start. Make sure to email them well before the actual holiday and keep a cadence to help remind them to make a purchase.

Purchase Date ≥ 2.6.14

Purchase Date ≤ 2.14.14*

Rush Shipping since 2.1.14

ProcrastinatorsOffer Help!

Procrastinators

Best Customers

1. Identify most recent. a. Rank all customers by number of

days since last purchaseb. Divide list into 4 groups (quartiles)c. Give Quartile 1 (first group) a rank

of R=1

Best Customers

R1

M1

F1

#DataDrivenLove

2. Identify most frequent. Use the same process as above but with the quantity of orders. Give Quartile 1 of this group a rank of F=1

3. Identify highest monetary value. Use the same process as above but with the amount of money spent. Give Quartile 1 of this group a rank of M=1

Step-by-Step Guide

Best Customers

Make them feel special!

Best Customers

For Your Best Customer Segment

Top Products

#DataDrivenLove

Reminder: Tweet!

@WindsorCircle

Timing

Campaign Timing & Segments

#DataDrivenLove

Campaign Timing & Segments

#DataDrivenLove

Campaign: Segmented Promotion

Segment 1: All otherGeneral promotion of V-Day or other products

Segment 2: 1x 2014 HolidayMessaging: Thank you for shopping with us last Holiday season.Dynamic product image to cross sell based on holiday purchase.

Segment 3: Last Years Valentines BuyersMessaging: Here’s to another Valentine’s Day together

Suppress customers who have purchased since 1/15/2014

Campaign Timing & Segments

#DataDrivenLove

Campaign: Best Customer & Churning Customer Offer

Email 1: Best Customer SegmentMessaging: This is a V-Day special for our best customersThreshold based discount, or special gift if you spend $X

Email 2: Churning Customer SegmentMessaging: Our Valentine’s would be more special with you around.

Suppress customers who have purchased since 1/15/2014

Campaign Timing & Segments

#DataDrivenLove

Campaign: General Promotion

Segment: All CustomersPromote V-Day hot products, reminder about shipping options, specials, deadlines

Suppress customers who have purchased since 1/15/2014

Campaign Timing & Segments

#DataDrivenLove

Campaign: Segmented Promotion

Segment: All othersV-Day messaging + static product recommendation (based on product analysis)

Segment: Big TicketsTarget customers who have purchased product X, but not cross-sells Y & ZPosition cross-sells as product recommendation

Suppress customers who have purchased since 1/15/2014

Campaign Timing & Segments

#DataDrivenLove

Campaign: Procrastinators Only

Segment: ProcrastinatorsMessaging: Don’t delay! Just a helpful reminder about these shipping deadlines, offers, and e-gift card options for your V-Day shopping

Suppress customers who have purchased since 1/15/2014

Campaign Timing & Segments

#DataDrivenLove

Campaign: Best Customer

Segment: Best CustomersReminder about best customer offer

Suppress customers who have purchased since 1/15/2014

Campaign Timing & Segments

#DataDrivenLove

Campaign: General Promotion

Segment: All CustomersHighlight any remaining items that could be shipped overnight (gift basket or set)Promote e-gift cards

Suppress customers who have purchased since 1/15/2014

Campaign Timing & Segments

#DataDrivenLove

Campaign: V-Day Card

Segment: All CustomersValentine’s card (or link to video card!) to share love with your customers

Optional Segment: Best CustomersInclude a special gift (ex: $20 e-gift card) as a special reward

No suppression required!

Questions?

Want more?

Download the Valentine’s Day eBook:

WindsorCircle.com/VDay2015

1. Last Year’s Valentine’s Day Buyers2. Best Customers3. Churning Customers4. 1x Purchasers from Nov-Dec 20145. Procrastinators6. Biggest Ticket Items with Cross-Sell

Opportunities7. Subscribers

7 Key Segments:

Make sure your customers feel the love this Valentine’s season