Using Technology to Build Better Customer Relationships

USING TECHNOLOGY TO BUILD BETTER CUSTOMER

RELATIONSHIPS

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HOUSEKEEPING

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About RyanRyan Lee has been with Retention Science since 2014 and is Head of Client Success where he has worked with brands like Honest Company, Dollar Shave Club, Laurel & Wolf and more.

About AbeAbe Anwar joined Olapic in 2013 and serves as a Product Manager at Olapic, helping to set the product vision and spearheading day-to-day management of Olapic’s Visual Marketing Content Engine.

of shoppers reported “breaking up” with a brand because of “poor, disruptive, or irrelevant marketing messages.”

Source: Oracle

...they need to be personal, relevant, omnichannel-friendly and more in order to build relationships with their customers.

MODERN MARKETERS KNOW…

34%

But is that enough?

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BUILDING RELATIONSHIPS REQUIRES AUTHENTIC MARKETING EXPERIENCES

Build Trust & Credibility

Deliver Value to Customers’ Lives

Provide a Unique Customer Journey

Embrace Omnichannel Marketing

Experiences

4 STEPS TO MARKETING AUTHENTICITY

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BUILD TRUST & CREDIBILITY

Customers see through overly Photoshopped images and / or fluffy product descriptionsShoppers are more informed than ever before and will do their own research before purchasing

DON’T BE FAKE[DON’T TRY TO TRICK CUSTOMERS]

of consumers rely on three or more channels when conducting product research.

Source: Blue Nile Research

70%#BetterThruTech

QUALITY CONTENT IS HARD TO CREATE

11.4

Consumers engage with 11.4 pieces of content, on average, prior to making a purchase.

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FORTUNATELY, THERE IS ALREADY A WEALTH OF QUALITY CONTENT BEING CREATED ON BEHALF OF BRANDS…

• Take advantage of existing content generated by your users to build credibility

• Visual UGC, or “earned content,” is a great way to see the product in real life and on real people

USE WORDS AND IMAGES OF REAL PEOPLE

22kOn platforms like Facebook, Instagram, and Pinterest, more than 22,000 images are uploaded per second!

Source: AdWeek

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CASE STUDY: American Eagle Outfitters

66%Increase in conversions after building ambassadors relationships

5XIncrease of UGC photos

Since activating its Olapic Ambassador Community, AEO has identified a number of valuable brand ambassadors who have helped build an even more robust online community. The Ambassador content was central to AEO’s promotion of its 2015 product line and AEO hopes to highlight ambassador photos in email marketing and social advertising in 2016.

22%increase in sales Labor Day weekend 2015 in comparison to Labor Day weekend 2014

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DELIVER VALUE TO CUSTOMERS’ LIVES

CUSTOMER PRIORITIES HAVE CHANGED

E-Commerce means shoppers have an

unprecedented variety of places to shop

This has shifted consumers’ main

priority from price to value

Providing value is how brands keep

customers engaged long-term

Two key factors to providing value: Data and Conte

nt

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Think of your data as your cheat-sheet when it comes to understanding what brings value:

• What social media channels are the most popular with your users?

• What channel gets the most interactions?

• Who are your biggest purchasers and what do they have in common with each other?

• What is your ideal shopper profile?

DATA INFORMS YOUR VALUE

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Laurel & Wolf virtually connects a marketplace of professional interior designers with people looking to design a place.

SPOTTING TRENDS IN DATA

When Retention Science analyzed their data, we discovered that over the 12 rooms they offer for design services, the kitchen and bathroom were most likely to be purchased together.

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• UGC can help inform marketing strategy along the way.

• Visual UGC is like a real-time, massive focus group.

USER GENERATED CONTENT PROVIDES MORE DATA

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Think beyond the purchase to a good cause.

CONTENT COMMUNICATES YOUR VALUE

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PROVIDE UNIQUE, TAILORED EXPERIENCES FOR EACH CUSTOMER

Traditional lifecycle marketing depends too much on linear, static lifecycle stages. Your customers move in more mysterious (and unexpected) ways.

THE NEW CUSTOMER JOURNEY(S)

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The key to cracking this mystery?Artificial Intelligence.

ENTER AI (NOT THE ROBOT KIND)

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With AI Marketing – you can turn everyone into someone.

AI makes it possible to send the right message to the right customer at the right time for improved conversions

CORTEX: ARTIFICIAL INTELLIGENCE MARKETING

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CORTEX: ARTIFICIAL INTELLIGENCE MARKETING

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Retailers like The North Face are using technology like IBM’s Watson to give customers an in-store experience when shopping online.

HOW AI CAN INFLUENCE ONLINE SHOPPING

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EMBRACE OMNICHANNEL EXPERIENCES

Integrate earned content across all marketing channels, use it as the thread connecting siloed efforts

Balance AI with human engagement and ingenuity

Build through intelligent growth (focus on the tools that actually move the needle, not just what is new and flashy)

TIPS TO BUILDING AN OMNICHANNEL STRATEGY

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CASE STUDY: NYX Cosmetics

320%higher conversion rate from customers who interact with UGC

93%higher AOV from shoppers who interacted with UGC

OFFLINE ADVERTISING

In addition to featuring high-quality, authentic visual content on their website to inform a user’s buying decision, NYX sought to to extend the online experience to their in-store locations and make the brand experience even more engaging.

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REVIEW

BUILD TRUST AND CREDIBILITY WITH YOUR CUSTOMERS• Present your true brand/product – Not the time to fake it ‘til you make it!• Use real words and images from other customers

DELIVER VALUE USING DATA AND CONTENT• Use data to gain new insights to truly understand your customers• Analyzing content can give you insight into your customers likes/dislikes

PROVIDING UNIQUE, TAILORED EXPERIENCES TO EACH CUSTOMER, AT SCALE, USING ARTIFICIAL INTELLIGENCE

• Brands utilizing AI see improved conversions by sending the right message to the right customers

OMNICHANNEL PRESENTS A NATURAL AND AUTHENTIC EXPERIENCE• Be sure to focus on tools that will move the needle for your brand, not just what’s the newest platform

KEY TAKEAWAYS

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?QUESTIONS

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