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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 (
1)
Fit Be
tter G
uide (
2)So
cks G
uide (
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…
