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Sean Godier, VP of eCommerce for Business-Supply.com, has generated significant lifts in conversion rates and ROI by leveraging eCommerce data to send the right message to the right person at the right time. He was able to instantly sync his shopping cart data from AspDotNetStorefront to Bronto, which then enabled him to fully utilize powerful tools in the Bronto platform to achieve impressive results. Sean will cover RFM Segmentation (best customers, churning customers), automated replenishment campaigns using Bronto's Workflow feature, and share specific performance statistics to demonstrate the success he's had by practicing "Engaged Commerce."
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Using Ecommerce Data to Significantly Boost Conversions and ROISean Godier
VP, Ecommerce
Business Supply
The Value of Targeting…
Targeting delivers increased value
RFM Analysis
Recency, Frequency, Monetary (and Spend)
Other ways to measure
Consistently relevant, lower complaints, higher AOV
Meet RFM Analysis
Frequency – Number of purchases made
Recency – Number of days or months since last purchase
Monetary Value – Amount spent by a customer
First, Sort and Split “Recency”
Quartile 4 (R=4)
Quartile 3 (R=3)
Quartile 2 (R=2)
Quartile 1 (R=1)
Continue with “Frequency” &“Monetary”
Quartile 4 (M=4)
Quartile 3 (M=3)
Quartile 2 (M=2)
Quartile 1 (M=1)
Quartile 4 (F=4)
Quartile 3 (F=3)
Quartile 2 (F=2)
Quartile 1 (F=1)
Best Customer (R1-F1-M1)
Quartile 4 (M=4)
Quartile 3 (M=3)
Quartile 2 (M=2)
Quartile 1 (M=1)
Quartile 4 (F=4)
Quartile 3 (F=3)
Quartile 2 (F=2)
Quartile 1 (F=1)
Quartile 4 (R=4)
Quartile 3 (R=3)
Quartile 2 (R=2)
Quartile 1 (R=1)
Marketing to Best Customers (R1-F1-M1)
Exclusive preview of new products.
Early access to limited inventory.
Exclusive discounts or offers.
Free gift for best customers.
“We Love You”
“You’re The Best”
“Thank you!”
“Exclusive… Just for you!”
Recency(Top Quartile)
Monetary Value(Top
Quartile)
Frequency(Top
Quartile)
Churning Clients (R4-F1-M1)
Quartile 4 (M=4)
Quartile 3 (M=3)
Quartile 2 (M=2)
Quartile 1 (M=1)
Quartile 4 (F=4)
Quartile 3 (F=3)
Quartile 2 (F=2)
Quartile 1 (F=1)
Quartile 4 (R=4)
Quartile 3 (R=3)
Quartile 2 (R=2)
Quartile 1 (R=1)
Marketing to Churning Clients (R4-F1-M1)
Win Back Campaigns.
Aggressive Discounts to Re-engage.
Incentivized Reviews / Surveys.
Personal Appeals from Execs.
“We Miss You!”
“Baby, Come Back!”
“$25 Gift Card for Survey”
Recency(BOTTOM Quartile)
Monetary Value(Top
Quartile)
Frequency(Top
Quartile)
One Foot Out the Door…
Challenge: Churning Customers
Solution: Automated Win Back
Results: 20% re-engagement
Rewarding Loyalty…
Target: Best Customers
Segment: RFMS =<6
Solution: Exclusive Reward
Results: 38% Open 44% CTC
Replenishments
Target: Buyers of consumables
Segment: Varies
Solution: Targeted Workflow
Results: 20-50x Increase in Revenue
Price Drops
Challenge: Price Reduction
Segment: Custom
Results: 14k on 13,000 sends. Remail added another 7k.
How Are We Doing?
Want: Customer Feedback
Solution: Mini-survey with coupon incentive
Results: 13% Response
100x Increase in Revenue Per Email (RPE)
Problem: Need some revenue fast
Segment:
• RFM =<6• RA 6/1/11 or after• S=<3• FA=>2
Results:
• 15% Higher AOV• 134x Revenue per email• 6.4x Revenue from 1/21st of Customers (compared to
Batch N Blast)
How Did I Pull This Off? Windsor Circle
Custom Data Feed
The Windsor Circle Promise
Bronto Integrated Partner
Tips
Exclusivity
Targeted
Test. Test. Test…
Get feedback
Discount sparingly
Photos
Scrub carefully
Welcome, thank you series
Remail
Consistent voice
GIVE A CRAP
Thanks…
Sean GodierVP, Ecommerce
sean.godier@business-supply.com
Twitter: @seangodier
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