Using Data to Increase Engagement and Retention

Using Data to Increase Engagement & Retention

Nathan DeckerDirector of Ecommerce

evo

Andrew PearsonVP, MarketingWindsor Circle

$100 evo gift card could be

yours!Submit your business card and

we’ll draw the winner at the end

What You’ll Learn Today1. What is Predictive Marketing?

2. Why Now?

3. Who Should Act to Seize Competitive Advantage?

4. Real World Examples from EVO

1. What is Predictive Marketing

Gartner: Five Key Trends1. Cross-Channel Strategy, Campaigns and Data

2. Automation to Boost Speed and Performance

3. Yearning for 1:1 Customer Relationships

4. Engagement Aligned for Daily Activities

5. More Responsibility for Digital Commerce

http://www.gartner.com/smarterwithgartner/five-key-trends-in-gartners-2015-digital-marketing-hype-cycle/

Gartner: Five Key Trends1. Cross-Channel Strategy, Campaigns and Data

2. Automation to Boost Speed and Performance

3. Yearning for 1:1 Customer Relationships

4. Engagement Aligned for Daily Activities

5. More Responsibility for Digital Commerce

http://www.gartner.com/smarterwithgartner/five-key-trends-in-gartners-2015-digital-marketing-hype-cycle/

8http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/

http://www.growthverse.com/

The race is on… $123 Million raised

2. Why Now?

‘Early adopters’ require more complete products, but move quickly to seize competitive

advantage.

Mainstream adoption requires completeness and convenience.

Innovators willing to try

early products, co-invest in

development, etc.

3. Who Should Act Now to Seize Competitive Advantage?

Aspiring Stars

Category Leaders Establishe

d Migrators

Soph

istica

tion

Resources

4. Real World Examples From EVO

FROM DORM ROOM SALES TO INDUSTRY LEADER

MILESTONES

2001

2015

evogear.com launches with 1 other employee

evo’s Great 8 core values are created

First non-living room office opens

in Greenlake

First store opened at 122 NW 36th in Seattle’s Fremont

First evoTrip to Japan & Bali. evo

weathers “Imperfect Storm”

evo moves to flagship store at 3500 Stone Way N, launches ATS

Skatepark

Transworld National Action Sports Retail of the Year.

Skiing Business Retailer of the Year awards.

evo opens second flagship at 200 SE

MLK Jr Blvd, Portland, OR

2002 2003 2005 2008 2011 2012 2014

evo launches Surf and Bike categories,

first La Familia partnership

SIA Retailer of the Year

2016

A CROSS SECTION OF OUR CATEGORIESevo PRODUCT MIXevo curates the best of brands and products in Ski, Snowboard, Wake, Bike, Skate, and Surf – from hardgoods to apparel and accessories, sport to lifestyle.

8CATEGORIES

400+

BRANDS

13,000PRODUCT STYLES

FROM PEOPLE TO SPACES, evo IS UNMISTAKABLE

evo PERSONALITYWe believe in making the business and our people accessible, showing the customer behind the curtains and inviting them to the evo party. Being cooler than the consumer is not a part of evo; we are open and inclusive, knowledgeable but friendly, and always excited to share the fun.

OUR SCRAPPY JOURNEY FROM HOMEGROWN AND MANUAL TO CLOUD BASED AND AUTOMATED

Three Stages of Email Marketing

STAGE ONE: INITIALIZATION

evo.com

Social PLADirectPaidOrganic Store

BluntCampaign Repeat Etc.

Purchase

STAGE TWO: OPTIMIZATION

evo.com

Social PLADirectPaidOrganic Store

BluntCampaign

Repeat

PurchaseEmail Signup

Welcome #1

Welcome #2 Welcome #3Targeted

Campaigns

STAGE 3: RETENTION AUTOMATION

evo.com

Social PLADirectPaidOrganic Store

BluntCampaign

Repeat

Purchase

Email Signup

Welcome #1

Welcome #2 Welcome #3Targeted

Campaigns

Post Purchase Series

BehavioralAutomation

EMAIL TRENDS Over 10%

2010 2011 2012 2013 2014 2015$0$500,000

$1,000,000$1,500,000$2,000,000$2,500,000$3,000,000$3,500,000$4,000,000$4,500,000$5,000,000

0%

2%

4%

6%

8%

10%

12%

Email RevenueEmail as % Total

RETENTION SERIESTRIGGERED EMAIL COMMUNICATION BASED ON VISTITOR BEHAVIOR

“OMNI” CHANNELRECREATING THE RICHNESS OF THE IN STORE EXPERIENCE THROUGH DIGITAL MEDIUMS

DIGITAL PURCHASE

PurchaseConversion on evo.com

Fit uncertainty

UNCERTAINTY , GUILT AND SUBOPTIMAL INFORMATION IN CONSUMER PURCHASING

HOLES IN THE PATH

ResearchCustomer researches on

evo.com

Shipping• Outside SEA, PDX, package

ships to home. • Lost opportunity for add-on

sales, service.

Isolated Service• Consumer walks product into

3rd party for service. • Consumer guilt over separate

purchase, point of tension.• Random traffic, often lost to

local shop.

Lost CommunicationRisk of lost contact after shipping

reduces incremental sales beyond service.

PurchaseConversion on evo.com

PROVIDING A SEAMLESS PATH

CLOSING THE LOOP

CLOSING THE LOOP

ResearchCustomer researches on

evo.com Increased Loyalty• Follow up on fit• Product use guides• Ability to suggest related

products Reinforcing expertise and leadership

• Delighting Customers = Higher loyalty with evo.

Partnership between evo and local retailer can remove much of the consumer guilt, improve service, ramp up local traffic, and capture customer data for acquisition and increased communication. The end result is improved loyalty for evo and a new customer for the partner retailer.

Shipping• Ship to partner offered

to consumer• Opportunity to direct

traffic to partners

Service• Customer gets recommended

service location• Increased consumer trust,

blunts uncerttainty upfront.

“OMNI” CHANNEL RECREATING THE RICHNESS OF THE IN STORE EXPERIENCE THROUGH DIGITAL

• Lower tech knowledge gap

• Communicate critical ownership information

• Improve product experiencewith suggestive selling opportunities

38%

CTR

RETENTION AUTOMATION – POST PURCHASE EMAILS DESIGNED TO IMPROVE THE PRODUCT EXPERIENCE1. Guide to Trying on Your Boots

OPENRATE

67.8%

RelevantImage

Why this works

Clear CTA

25%

CTR

RETENTION AUTOMATION – POST PURCHASE EMAILS DESIGNED TO IMPROVE THE PRODUCT EXPERIENCE2. How to Video

OPENRATE

56%

Reference to first email in series

Why this works

Clear CTA

8%

CTR

RETENTION AUTOMATION – POST PURCHASE EMAILS DESIGNED TO IMPROVE THE PRODUCT EXPERIENCE3. Technical Ski Socks

OPENRATE

49%

Fun Image

Mentions First Purchase

Why this works

Clear CTA

RESULTS: SKI BOOT SERIESRECREATING THE RICHNESS OF THE IN STORE EXPERIENCE THROUGH DIGITAL

Non W

C Email

sWC E

mails

Try on

Guide (

email

1)

Fit Be

tter G

uide (

email

2)So

cks G

uide (

email

3) -10.0%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

18%

58%

68%56%

48%

3%

25%

38%26%

8%

Open RateClick Rate

3.29.6

Times theOpen Rates

Times theClick Rates

POST PURCHASE FOLLOW UP SERIES

Backcountry Safety Snowboard Boots Guide

RECREATING THE RICHNESS OF THE IN STORE EXPERIENCE THROUGH DIGITAL

BRIDGE THE DATA & TECH GAPFIRST CONNECT THE RIGHT DATA INTO YOUR EMAIL PROGRAM, THEN POWER UP AUTOMATION

• Automated• Accurate• Accessible

• Nightly upload• Data translation• Over 50 fields

Photo: Grant GundersonSource: Outsideonline.com

Mt. Baker Road Gap

• AutomatedPrograms

BRIDGE THE DATA & TECH GAPFIRST CONNECT THE RIGHT DATA INTO YOUR EMAIL PROGRAM, THEN POWER UP AUTOMATION

Examples:WC_Purchase_HistoryMarker The Squire Ski Bindings (110mm Brakes);Line Skis Snow Angel Skis Girls - 133 Kids;Rossignol S2 Skis Women's – 150

WC_Purchase_CategorySNOWSPORTS > SKIING > SKIS

WC_First_Order_Date01/28/2013

+50 more

BEHAVIORAL AUTOMATIONTRIGGERED EMAIL COMMUNICATION BASED ON VISITOR BEHAVIOR

BEHAVIORAL AUTOMATIONTRIGGERED EMAIL BASED ON VISITOR BEHAVIOR

10.1%

$4.75

REVENUEPER EMAIL

CLICKRATE

BEHAVIORAL AUTOMATION – EMAIL COMMUNICATION TRIGGERED BY WEBSITE INTERACTIONCART ABANDONMENT

OPENRATE

49.8%

12.3%

$1.83

REVENUEPER EMAIL

CLICKRATE

BEHAVIORAL AUTOMATION – EMAIL COMMUNICATION TRIGGERED BY WEBSITE INTERACTIONWINDOW SHOPPING

OPENRATE

57.4%

12.3%

$1.83

REVENUEPER EMAIL

CLICKRATE

BEHAVIORAL AUTOMATION – EMAIL COMMUNICATION TRIGGERED BY WEBSITE INTERACTIONPOST PURCHASE

OPENRATE

57.4%

14.99%

$1.72

REVENUEPER EMAIL

CLICKRATE

BEHAVIORAL AUTOMATION – EMAIL COMMUNICATION TRIGGERED BY WEBSITE INTERACTIONPRICE DROP

OPENRATE

43.86%

BEHAVIORAL AUTOMATION – EMAIL COMMUNICATION TRIGGERED BY WEBSITE INTERACTIONRESULTS

 Abandoned Cart

 Window Shopping

0.00%10.00%20.00%30.00%40.00%50.00%60.00%

OpensCTR

BEHAVIORAL AUTOMATION – EMAIL COMMUNICATION TRIGGERED BY WEBSITE INTERACTIONRESULTS

Retention Series (Windsor Circle)3%

Promo-tional Email

(Windsor Circle +

IBM)54%

Behavioral Automation (Bluecore)

34%

Transactional10%

Email % Revenue

QUICK WINS

QUICK WINS: LATE DAY REMINDERS

Subject Line: REMINDER: $50 Off Ends at Midnight!

Piggyback Creative

Highly Relevant 50+% Open Rates, 5%+ CTRs

New Traffic – Huge Conversion Rates (2-3x)

QUICK WINS: LATE DAY REMINDERS

Late Day Reminder

Sends

Same Day Sends

Total

Total

94%

6%

Reminder Revenue as % Total Email(last 30 days)

QUICK WINS: SWEEPS!

Ensure Message Gets to Intended Audience

Piggyback Creative

Use Previous Performance

Incremental Revenue

Sent 2/10 (100K) Sent 2/12 (20K)

SO MUCH MORE TO DO!

NEXT STEPS

Moving Predictive Segments Beyond EmailSummer 2016

Growing Email FileSummer 2016

Content Diversity / Aspirational StorytellingSpring/Summer 2017

Setup automators to capture these personas

• Predictive Lifecycle Marketing Platform

• 350+ Retail Clients• 35MM Consumers• 80+ Employees• #Winning• Google Pitch Contest• SxSW Pitch Contest• $9MM VC• #1 on Glassdoor

Windsor Circle, Inc.

• WindsorCircle.com/evo• Q&A• Big winner…