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10 Ways To Personalize The Holidays
The document discusses ways to personalize customer experiences during the holidays through loyalty programs and personalized communications. It provides 10 tips for personalization, including using identifiable customer information consistently, localizing experiences, personalizing beyond email content, continuing conversations with customers, and presenting related products to increase loyalty. The document emphasizes that personalization requires aligning data, technology, processes and people to move from one-size-fits-all campaigns to personalized customer conversations across channels.
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10 Ways To Personalize The Holidays
- 1. 10 Ways To Personalize The Holidays Presented by Sponsored by
- 2. About Holiday CCS 2014 ü 7 Webinars, 4 Days ü Sessions covering Store Ops, X-Channel, Loyalty, Big Data & more #HolidayCCS ü Featuring industry analysts and consultants ü Free for Retail executives ccs.retailtouchpoints.com/holiday-2014
- 3. Follow The Webcast On Twi=er #HolidayCCS #HolidayCCS @ConnectConsumer @RTouchPoints @merkleCRM
- 4. About Retail TouchPoints ü Launched in 2007 ü More than 28,000 subscribers ü Provide executives with relevant, insightful content ü Free Resources such as White Papers, E-book, Webinars, Research and Podcasts www.RetailTouchPoints.com #HolidayCCS
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- 6. Today’s Panelists #HolidayCCS Alicia Fiorletta Senior Editor Retail TouchPoints MODERATOR Arif Damji Senior Director of Strategy & Development, 500friends Zimm Zimmermann Vice President, Personalization, Merkle
- 7. 10 Ways to Personalize the Holidays Zimm Zimmermann VP, Personaliza0on Merkle, Inc. © 2014 Merkle. All Rights Reserved. 7 Confidential Arif Damji Senior Director, Strategy & Development 500friends, Inc.
- 8. Merkle| We recognize the complexity in PersonalizaRon © 2014 Merkle. All Rights Reserved. 8 News Feeds Integrated Channel Confidential And Media Miscellaneous Social Networks Reviews In-Store Experience Email Television Personal Relationships Text, Mobile Web Newspaper Ads, Articles Website, Online Mentions, Ads
- 9. Our definiRon of “PersonalizaRon” © 2014 Merkle. All Rights Reserved. 9 Confidential LTV Segment Print Social DM &EM Display Search TV/Video Mobile Site Product Demographics Life Events Call center Meetings Personalization manages the conversation and experience of optimized content / data relevant to the customer journey. • Integrates Channel and Media • Explicit (customer provided) and implicit (market derived) data • Converses with anonymous and known customers • Leverages all relevant data, models and other Personalization Methodologies • Obvious and Obscure Personalization Tactics
- 10. From Anonymous to IdenRfied: Companies should target and personalize the experience from the very beginning The Addressability Spectrum Identification: Anonymous Partially Identified Identified Personalization: Knowledge: Unknown Some Knowledge Well Known Addressability uses customer data (anonymous or identified) data to increase the targetability and relevance of marketing impressions and experiences © 2014 Merkle. All Rights Reserved. 10 Confidential Channels & Media:
- 11. Merkle Understands the Value of Growing a PersonalizaRon Program Channels © 2014 Merkle. All Rights Reserved. 11 Confidential Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Personalization requires aligning people, process, technology and data to effectively move from campaigns to viewer centric conversations. Revenue Impact Characteristics & Tactics • Basic "Batch" List Targeting • Campaign Management • Base Segmentation • No Optimization • Email or Print • Single Message for everyone • “Dear Harry” Personalization • Business Rules based Segmentation • Campaign Management • A/B Testing • Email tied to Site Landing Page • Email Champion message delivered to everyone • Tag Personalization • Model Defined Segmentation • Campaign Management • Multivariate Optimization • Email tied to Site Landing Page • Optimization within Email and landing page • Tag Personalization • Automated Segmentation • Interaction Management • Persona Driven Interactions • Automated Modeled • Optimization • Channel and Media Integration • Best Message / Best Product Offer • Personalized with viewer / product attributes • Automated Self- Learning Segmentation • Consumer Journey Based • Interaction Management • Conversion Messaging • Automated Predictive Optimization • Channel and Media Integration • Next Best point within the conversation / relationship Static Campaign Rules Based Campaign Model Based Campaign Integrated Viewer Centric Viewer Centric Conversation - 3% 10% 20% 60% 120%
- 12. Countdown to the Holidays – Make every interacRon personal 10 9 8 Use identifiable information more than once? © 2014 Merkle. All Rights Reserved. 12 Confidential source: Adobe Localize the experience Personalize More Than the Email Content! Hey, Joe Welcome Back, Joe Joe! Look at this one! @ @ From: [email protected] Subject: Texas Chingding Specials! Locations: Hours: Two in five say they buy more from brands that send them personalized emails
- 13. Countdown to the Holidays – Create value from purchase history 7 6 5 @ @ © 2014 Merkle. All Rights Reserved. 13 Confidential Continue the Conversation Create Value-Add Emails Sneak Peak Sales Just For YOU! You left some items in your cart and we found a few extras you might like. Santa’s Helper has dropped your package off at Mom’s front door. Just For You! 10% off two items in still waiting for you in the cart. @ source: Adobe One-third of con-sumers want greater personalization in their ecommerce experiences. Nearly two-thirds of loyalists - consumers with strong brand relationships and affinities - cited “shared values” as their core reason for deep engagement.
- 14. Countdown to the Holidays – Personalizing the Anonymous 4 3 2 © 2014 Merkle. All Rights Reserved. 14 Confidential Obscure Personalization Build a conversation with a survey Change tactics for non-responders It’s Snowing! Have you seen our online specials? @ If you had to choose one of the following as a gift, what would you choose? @ JUNK Subject: Product Subject: Product Subject: Product source: Adobe Sixty percent of shoppers like when an ecommerce site remembers that information.
- 15. Make your Holidays count … From personalizaRon to loyalty © 2014 Merkle. All Rights Reserved. 15 Confidential 1 Present Related Relevant Products Loyalty “Hi Mary, we’re getting in a new shipment of your favorite designer brand shoes. “ @ • Increased Customer Satisfaction • Heightened Brand Perception • Longer Customer Lifecycles • Optimal Customer Lifetime Value Benefits of Personalization:
- 16. © 2014 Merkle.All Rights Reserved. 16 Confidential Poll QuesRon If you implemented all of the <ps presented here today, in which personaliza<on stage do you believe you would fall? Answer the poll ques0on and 3 lucky people will receive “Connected CRM: Implemen0ng a Data-‐Driven, Customer-‐Centric Business Strategy,” wriPen by Merkle CEO, David Williams q Stage 1 – StaRc Campaign q Stage 2 – Rules-‐based Campaign q Stage 3 – Model-‐based Campaign q Stage 4 – Integrated Viewer Centric q Stage 5 – Viewer-‐centric ConversaRon 16
- 17. How loyalty drives holiday personalization ARIF DAMJI, Senior Director of Strategy & Development [email protected]
- 18. To power personalization,you need to provide customers with a reason to identify themselves a Email Desktop In-Store Social Mobile
- 19. That’s why everyonewants a loyalty program these days; it incentivizes customers to say who they are.
- 20. Loyalty then becomesthe hub for all customer data… a
- 21. ...and paints avivid picture of each and every member ONLINE SOCIAL IN-STORE COMMUNICATION • Gives new product 5 stars • Visits e-shop every Tuesday • Filled in preference profile • Likes Mad Men • Referred dress to friend • Always looking for new styles • Bought product last week • Referred dress to friend • Asked an associate about dress availability • Called customer service about a prior order • Responds to emails about ladies’ shoes • Doesn’t respond to generic discounts
- 22. Dermalogica is anexample of how a brand can incentivize members to share information
- 23. You could takethis information to personalize offers to a member based on products mentioned by friends… a
- 24. … and personalizeredemption options to ensure a higher “implied value” a
- 25. Also remember, loyaltyintelligence can also boost your ROI for new customer acquisition a Can pay more to acquire customers with high lifetime value. Lifetime Value Paid Search Bid WITHOUT loyalty data $250 (average member) $1.00 WITH loyalty data $1,000 (elite member) $10.00
- 26. So use theholidays as an opportunity to build and nurture loyalty relationships over the entire year a Summer: Summer Skin SOS Thanksgiving: Thanks GIVEaway New Year: Resolve to Relax
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- 28. Today’s Panelists #HolidayCCS Alicia Fiorletta Senior Editor Retail TouchPoints MODERATOR Arif Damji Senior Director of Strategy & Development, 500friends Zimm Zimmermann Vice President, Personalization, Merkle
- 29. Thank You For Joining Us #HolidayCCS The next session in this series… Embrace The Mobile Retail Store Of The Future…Now! 2PM ET / 11AM PT ccs.retailtouchpoints.com/holiday-2014