Windsor Circle & Blue Acorn Overview, Demo &
Discussion
Retail Retention Marketing TrendsAn Overview of the 2016
Internet Retailer Retention Marketing Report
+
1
Todays Speakers
Steve DumasIBM Marketing CloudGautham PandiyanWindsor Circle
2
Todays AgendaThe Importance of Retention in Retail
The 2016 Internet Retailer Retention Marketing Report
Findings
Insights, takeaways & surprises
5 Tips for Customer Retention
Real life case study, Q&A
3
Retail: A Highly Competitive Market!
Why Retention MattersThis 8%...
Represents 41% of revenue
Source: Adobe Loyal Shoppers Report1st Time Buyers: $25.50
2nd Time Buyers: $ 52.50
By The Numbers: 1st Time Buyers: $25.50
2nd Time Buyers: $ 52.50
5
Acquisition Grows Increasingly Expensive
The Profitability of Retention Revenues
POLL 1What percentage of your Marketing Budget is focused on
Retention and existing customers?0-10%10-25%25-50%50+ %
Introducing
The Respondents..
Progress, but Room to Grow
More Focus on Retention
% of Retailers Budgeting over 30% by Industry
Email Resources Focused on Retention
Regardless of size, were seeing at least 50% of retailers in the
small, medium, and large categories devoting 50% or more of their
resources to marketing to existing customers via email.15
Social Media Resources Focused on Retention
Regardless of size, were seeing at least 50% of retailers in the
small, medium, and large categories devoting 50% or more of their
resources to marketing to existing customers via email.16
Replenishment: The Perfect Retention Use-Case
Predictive Product Replenishment
Retail marketers face a number of challenges today:Getting the
right 'data' to be truly data-driven marketersKnowing what to do
with that dataSpending the time & analysis to truly understand
their customersFinding time to setup the many different
hyper-personalized campaigns they know they should.A Retailers
Checklist
The State of Email-eCommerce Integration
POLL 2What channels are you most active in to drive
retention?EmailSocial MediaWeb (SEO/PPC/Display)Mobile
(SMS/Push)Other
Turn Observations into ActionsUnderstand Your Customers
PersonasPromote LoyaltyEducate Your CustomersIncrease Brand
Affinity with Data Science
5 Tips for Customer Retention
22
Understand your historical order, customer, and product data
Turn Observations Into Actions
Understand key retail metrics, such as your AOV, CLV, latency,
coupon use, etc.Analyze your RFM (regency, frequency, monetary) to
identify your best customers, churning customers, etc.
23
Use your data to send personalized communications based on your
unique customersUnderstand Your Customers Personas
Automate hyper-personalized communicationsCreate mass
personalization on a 1:1 scale
Demonstrate your unique value proposition and what makes you
different than your competitors Offer incentives/discounts that
reward loyaltyShow your appreciationPromote Brand Loyalty
25
Create a unique experience that shows customers you care about
their satisfaction with their purchase
Educate Your Customers
Offer a concierge-level of service that makes your customers
fall in love with youReplenishment remindersRelevant product
recommendationsTimely promotions based on buying cadenceIncrease
Brand Affinity withData Science
This isnt just for the big guys - CoffeeForLess have driven over
$1MM
27
POLL 3Would you like help improving your Retention Rates &
drive more revenue from your existing customer database?Yes, please
contact me to setup a callYes, Id like to schedule a Retention
Health Check consultationPerhaps, please send me more info &
follow-upNo thanks, Ive maximized my revenue potential with my
database
Resources & QuestionsRetention Marketing Report2016 Email
Benchmark
StudyWindsorCircle.com/[email protected]
[email protected]
29
Schedule a Retention Health Check at Shop.org:Windsor Circle:
Booth #5074IBM Marketing Cloud: #5001, #9048
Contact us for a consultation from your
[email protected]@us.ibm.com
Next Steps to Retention Nirvana!
