CULTIVATING LOYALTY WITH DATA-DRIVEN MESSAGING Accelerate Your Messaging Strategy SEPTEMBER 14, 2017

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Kerry Lindsey
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1 CULTIVATING LOYALTY WITH DATA-DRIVEN MESSAGING Accelerate Your Messaging Strategy SEPTEMBER 14, 2017

2 MEET TODAY S SPEAKERS Bernardine Wu FitForCommerce Founder & CEO Jay Greenberg FitForCommerce Sr. Consultant Greg Zakowicz Oracle + Bronto Senior Commerce Marketing Analyst 2

3 WHAT WE LL COVER Introduction Instilling Loyalty to Retain Customers Using Data to Meet Customer Expectations Welcome Strategies that Cultivate Loyalty Retention Strategies: Post-Purchase Messaging Q & A 3

FitForCommerce A specialized consultancy founded to help online businesses accelerate growth. Trusted advisor to hundreds of global companies.

4 FitForCommerce A specialized consultancy founded to help online businesses accelerate growth. Trusted advisor to hundreds of global companies. Digital Diligence A philosophy and our methodology based on an investment and due diligence mindset for decision-making and execution to ensure success. Recruiting For strategic and senior talent that aligns with digital strategy. ecommerceknowhow.com The first ecommerce knowledge base: Best practices, expert advice and info on 100s of features, functions and topics, 100s of provider and solution comparative info. NRF Omnichannel Retail Index & FFC Benchmarking Structured detailed benchmark studies. The Innovation Office Filtering, curating, peer sharing, applied advisory on retail innovations. 4

5 Oracle + Bronto Overview BUILT FOR COMMERCE DESIGNED FOR ROI PROFESSIONAL SERVICES AWARD-WINNING SUPPORT Integrates with virtually all ecommerce platforms, including: NetSuite Magento Shopify Plus And more Segmentation Personalization Automation Sophisticated marketing tools with drag-and-drop simplicity Implementation Strategic services Full-service execution Developer services Deliverability services An in-house team offering around-the-clock, awardwinning service across the globe 9 time Stevie Award winning Customer Support Teams Copyright 2017, Oracle and/or its affiliates. All rights reserved.

6 Prospect Customer Source: InvespCRO 6

7 7 QUICK POLL

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9 Marketing Objectives Customer Retention Ranked 7.3% More Important than Acquisition Upselling Customer Retention Lead Generation Increase Brand Awareness Increase Customer Engagement Increase Sales Source: TrackMaven, Marketing Leadership Survey: Strategy, Technology and Data-Driven Management 2017, April 13, Percentage Least Important Important Most Important 9

10 Our customers are loyal to us right up until the second someone offers them a better service and I love that. It s super-motivating for us. Jeff Bezos Amazon 10

11 11 DATA is like a Rock Star. If not managed well, it will trash the place.

12 Instilling Loyalty to Retain Customers

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16 Millennials and Generation Z are currently estimated to be over 144 million strong, and wield tremendous buying power. In fact, Millennials (a/k/a Generation Y) whose oldest members just turned 35, are estimated to spend $600 billion each year in the U.S. Entrepreneur.com 16

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18 Dynamic Content Most Effective Personalization Tactic Personalization Tactics that Effectively Drive Relevancy Website Content Based on Software/Machine Learning 57% Personalized Content Based Software/Machine Learning 58% Personalized Content Based on Real-Time Data 60% Website Content Based on Real-Time Data 62% Dynamic Content in Marketing 65% 52% 54% 56% 58% 60% 62% 64% 66% Source: OneSpot, The Return on Personalization, The Relevancy Group, June 21,

19 Any business with delighted customers has a sales force they won t have to pay; you don t see them, but they are talking to people all the time. Warren Buffet 19

20 While Many Loyalty Programs Exist, Few Do It Right Loyalty Program Participation Belong Actively Participate Source: Bond Brand Loyalty, The Loyalty Report 2017 in collaboration with Visa, May 23,

21 21 Structured Loyalty Programs

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23 We re heading toward an age of assistance where, for marketers, friction will mean failure, and mass messages will increasingly mean move on. Sridhar Ramaswarmy VP of Ads & Commerce Google 23

24 How to Cultivate Loyalty with Data-Driven Messaging

Relevance Expectations of Personalization Copyright

Relevance How often do you find marketing emails from companies useful? Consistently not: ~60% of the time. Consistently useful: 15% of the time.

26 Relevance How often do you find marketing s from companies useful? Consistently not: ~60% of the time. Consistently useful: 15% of the time. Never 24% Rarely 33% Always 7% 8% Often Sometimes 29% Source: The Inbox Report 2016: Consumer Perceptions of , Nov Copyright 2017, Oracle and/or its affiliates. All rights reserved.

33 Subscriber Behavior Personalized message lift: Open Rate: +134% Click Rate: +254% Conv Rate: +267% RPE: +7,980 3% of sends +140% in revenue Copyright 2017, Oracle and/or its affiliates. All rights reserved.

34 Welcome Series Relevance Personalization is expected! User behavior tells a story: Acquisition source shows interest. Click behavior shows intent. Knowing how users engage allows you to personalize their experience. Copyright 2017, Oracle and/or its affiliates. All rights reserved.

35 Using Data to Meet Customer Expectations

37 Post-Purchase Messaging Enhances the customer experience Nurtures the customer Offers a customer service vehicle Engages Differentiates your brand Copyright 2017, Oracle and/or its affiliates. All rights reserved.

Sample Messages Menu Checkout Welcome. Thank You bounce back.

Social Messages: Crowdsourcing. Social intro. Partnerships.

43 Sample Messages Menu Checkout Welcome. Thank You bounce back. Product care/tips. Customer service reinforcement. Cross-sell/recommendations. Loyalty club signup. Product rating & review. Site resources. Reorder reminder. Offer reminder. Gift giving message. Refer-a-friend. Gift reminder services. Social Messages: Crowdsourcing. Social intro. Partnerships. Social previews/teasers. Manage preferences. Copyright 2017, Oracle and/or its affiliates. All rights reserved.

Post-Purchase Experience Email Sent Order Confirmation Immediately Custom

Product Care Day 7-8 Crowdsourcing/Social Engagement Day 10 Manage

21 Coupon Reminder/Offer Day 26 Transactional Customer Service/ Engagement

44 Post-Purchase Experience Sent Order Confirmation Immediately Custom Welcome 0 2 Hours Shipping Confirmation Day 3 Bounce back/thank You Day 5 Product Care Day 7-8 Crowdsourcing/Social Engagement Day 10 Manage Preference/Birthday Invite Day 13 Cross-Sell Day 16 Product Review Day 21 Coupon Reminder/Offer Day 26 Transactional Customer Service/ Engagement Promotional Data/Content Copyright 2017, Oracle and/or its affiliates. All rights reserved.

45 What s It Worth? Clothing/lifestyle brand retailer What: 15% off Thank You When: 7 days after purchase Lift over promo messages: Open Rate: +372% Click Rate: +123% Conv Rate: +662% RPE: +8,220% Message has generated 5% of revenue while accounting for only 0.6% of sends Seasonal sporting goods retailer What: Customer Service Thank You When: 4 days after purchase Lift over promo messages: Open Rate: +158% Click Rate: +41% Conv Rate: +327% RPE: +1,755% Message accounts for 1% of revenue while accounting for only 0.03% of sends Copyright 2017, Oracle and/or its affiliates. All rights reserved.

46 What s It Worth? Men s clothing retailer What: 3 message series Messages: CS thank you w/ offer, Product care for item purchased w/ offer reminder, Style guide w/ offer reminder Lift over promo messages: Open Rate: +185% Click Rate: +47% Conv Rate: +183% RPE: +884% Series has generated 4.3% of revenue while accounting for only 0.45% of sends Auto parts retailer What: 3 message series Messages: CS thank you, Website resources, Club invitation/blog resources Lift over promo messages: Open Rate: +152% Conv Rate: +126% RPE: +489% Series has generated 4.6% of revenue while accounting for only 0.8% of sends Copyright 2017, Oracle and/or its affiliates. All rights reserved.

47 Post-Purchase Messaging Continue the engagement. Provide value to purchasers. Show an interest in your customers. Differentiate your brand. Copyright 2017, Oracle and/or its affiliates. All rights reserved.

48 DOW NLOAD A N N U A L R E P O R T FROM IDEA TO DOORSTEP Thank you! FitForCommerce transformation@fitforcommerce.com Bronto bronto.com 48

Strategic Partnerships, MailChimp

Strategic Partnerships, MailChimp $43 $43 = Average ROI per $1 spent on email marketing 131% 131% = Increase in orders when sending 3 abandoned cart emails vs. 1 Email + E-commerce Benefits Reach your