Rewarding Customer BehaviourSeptember 17, 2015

Justis Saayman Managing Consultant for IBM Marketing

Cloud 15 years experience in the visual

communication and marketing industries Worked for/with companies such as:

Just-EatMoo.comVolvoSurfstitch Group (Surfdome)

Loves getting licked by puppies

Caroline Brocart-Henno Senior Consultant for Silverpop, an IBM

company IBM Marketing Cloud guru 2+ years experience in Digital Marketing 6+ years experience within Retail industry

in France and New Zealand Loves singing, running and jumping in

puddles

@caroline_henno

So what are we talking about?1. The unseen problems

2. Reaping benefits from habits

So what are we talking about?1. The unseen problems

2. Reaping benefits from habits

So what are we talking about?1. The unseen problems

2. Reaping benefits from habits

The unseen problems

Small things can have great impacts

Marketers are:

Assuming actions and results when data is right in front of them

Thinking they can change behavior quickly

Compartmentalising and not learning

Marketing to the exception and not the rule

Reaping benefits from habits

You have down days? So does everyone elseUsing search data to affect email/social and web marketing

Problems addressed:

Use search reports to see what’s trending (on-site, SEO and PPC) Check historic (previous week) click categories on email Highlight stock which needs clearing or is slow-selling

You have down days? So does everyone elseOnline retailer sells 400% more products in a day than in the last 4 weeks

Flash sale campaign Day selected by low traffic days combined with search/ppc analysis

of competitors Products selected by customer search data on-site Campaign launched via Social and Email

Results:• 400% more products sold per product selection in one day compared to

same selection in the last 4 weeks• Stock holding decreased on slow moving products• Compared to assumed product they saw a significant increase

Sometimes a person is just after a bargainWhy change the habit when they could be worth more…

Problems addressed:

Make bargain hunters buy more, more often No cannibalising of full-price customer basket values Increase brand value Utilise tools like IBM’s Watson Analytics* to gauge trends or quickly

report on customer behaviour

*Free trial available: http://www.ibm.com/analytics/watson-analytics/

No need to offer sales to everyone, instead target those who always use it

Offer sales to those who only buy via discount or sale Less sales mean brand is perceived to be more premium Let full price customer buy products on special occasions only eg.

Summer sale

Results:• Discount customer average yearly sales up from 4 to 6 purchases• Average basket value for Discount customers stayed the same• Client could remove one 20% sale from their yearly calendar

Sometimes a person is just after a bargain

One size sometimes does fit all (or the majority)20 generic sales beats 1 personalised sale

Problems addressed:

Send Time Optimisation is awesome, but not always the answer Waking hours matter to click and conversion rates Getting the non-engagers to engage Market to the rule not the exception but segment based on scoring

Using email behaviour data drives crowd participation

More than 50% of openers did so within the first 24 hours of launch Substantial decrease in opens, clicks and conversion after 10pm Used historical email data to decide earlier send times for testing

and customer segments Focussed on generic, grudge/passion product

Results:• Offered on average 10-20% more clicks within the 24 hour time frame• Conversion increased• Lower converting segments increased engagement significantly

One size sometimes does fit all (or the majority)

Questions

Silverpop, an IBM company:Email marketing, automation behavioural marketing, lead-to-revenue management and mobile engagement solutions.

IBM Marketing Cloud:Delivery of exceptional experiences for customers across the buyer journey by leveraging key data, providing analytical insights and automating relevant cross-channel interactions.

IBM Marketing Cloud Capabilities

Thank you