Custora + Borderfree Segmentation success stories: US + abroad C - - PowerPoint PPT Presentation

▶
custora borderfree segmentation success stories us abroad
SMART_READER_LITE
LIVE PREVIEW

Custora + Borderfree Segmentation success stories: US + abroad C - - PowerPoint PPT Presentation

Apr 01, 2024 373 likes •934 views

W E B I N A R Custora + Borderfree Segmentation success stories: US + abroad C O R E Y P I E R S O N , C O - F O U N D E R , C U S T O R A K Y L E S H E P H E R D , M A R K E T I N G , C U S T O R A M I K E G R I F F I N , C L I E N

slide-1
SLIDE 1

C U S T O R A 1 C H AT T H E M . 1

Q U E S T I O N S ? W E B I N A R

Custora + Borderfree Segmentation success stories: US + abroad

C O R E Y P I E R S O N , C O - F O U N D E R , C U S T O R A K Y L E S H E P H E R D , M A R K E T I N G , C U S T O R A M I K E G R I F F I N , C L I E N T S T R AT E G Y A N D O P E R AT I O N S , B O R D E R F R E E

slide-2
SLIDE 2

C U S T O R A 2 C H AT T H E M . 2

Q U E S T I O N S ?

A few reminders

  • 1. Why we’re here
  • 2. Chat your questions
  • 3. Q+A at the end
  • 4. Winners selected
  • 5. Will share deck & recording
slide-3
SLIDE 3

C U S T O R A 3 C H AT T H E M . 3

Q U E S T I O N S ?

T

Today’s Agenda

  • 1. Welcome

2. Custora: Putting segmentation into action 3. Borderfree: Customer segmentation in cross-border e-commerce

slide-4
SLIDE 4

C U S T O R A 4 C H AT T H E M . 4

Q U E S T I O N S ? W E B I N A R

Custora Putting segmentation into action

C O R E Y P I E R S O N , C O - F O U N D E R , C U S T O R A K Y L E S H E P H E R D , M A R K E T I N G , C U S T O R A

slide-5
SLIDE 5

C U S T O R A 5 C H AT T H E M . 5

Q U E S T I O N S ?

We’re working with sharp teams. Intro to Custora Custora is a predictive marketing platform built for e-commerce

  • teams. We help retailers acquire

valuable customers and improve customer retention .

Teams Tools Data

This is our sweet spot

slide-6
SLIDE 6

C U S T O R A 6 C H AT T H E M . 6

Q U E S T I O N S ?

We work with sharp teams

slide-7
SLIDE 7

C U S T O R A 7 C H AT T H E M . 7

Q U E S T I O N S ?

T

Custora Agenda

  • 1. Email + segmentation
  • 2. Balancing demands
  • 3. Testing
  • 4. Bringing it all together
slide-8
SLIDE 8

C U S T O R A 8 C H AT T H E M . 8

Q U E S T I O N S ?

Email drives orders

Data based on The Custora E-Commerce Pulse: Tracks real-time e-commerce transaction data from

  • ver 100 US retailers, over 100 million online shoppers,

& over $40 billion in e-commerce revenue.

15% of e-commerce orders in May 3rd behind search and afliate

slide-9
SLIDE 9

C U S T O R A 9 C H AT T H E M . 9

Q U E S T I O N S ?

Daily / Calendar Transactional Lifecycle

Types of Email

slide-10
SLIDE 10

C U S T O R A 1 0 C H AT T H E M . 1 0

Q U E S T I O N S ?

Segmentation dimensions Demographic Behavioral

Geography Age Gender Income Marital Status Life-stage demographics Purchase behavior Promotion behavior Site behavior Email behavior Mobile behavior Lifecycle Segmentation Persona Segmentation Acquisition Channel

slide-11
SLIDE 11

C U S T O R A 1 1 C H AT T H E M . 1 1

Q U E S T I O N S ?

Poll time

W E B I N A R

slide-12
SLIDE 12

C U S T O R A 1 2 C H AT T H E M . 1 2

Q U E S T I O N S ?

T

Poll

What is the biggest obstacle to improving your email segmentation? Choose what most closely resembles your situation

  • A. Creative doesn’t have enough bandwidth to create multiple email versions
  • B. We don’t have good insight into the most effective way to segment customers
  • C. We have a strict merchandise calendar that we must incorporate
  • D. Segmentation takes time, we need more automation
  • E. We lack a process for testing current segments and improving them
slide-13
SLIDE 13

C U S T O R A 1 3 C H AT T H E M . 1 3

Q U E S T I O N S ?

Finding a balance

Merchandise Creative Customer demands

slide-14
SLIDE 14

C U S T O R A 1 4 C H AT T H E M . 1 4

Q U E S T I O N S ?

Product afnity segmentation

Merchandise Creative Customer demands

Target customers who are likely to want certain products, despite not having previously purchased.

slide-15
SLIDE 15

C U S T O R A 1 5 C H AT T H E M . 1 5

Q U E S T I O N S ?

Finding a balance

Merchandise Creative Customer demands

Target customers who are likely to want certain products, despite not having previously purchased.

Product afnity segmentation

slide-16
SLIDE 16

C U S T O R A 1 6 C H AT T H E M . 1 6

Q U E S T I O N S ?

Merchandise Creative Customer demands

Target customers who are likely to want certain products, despite not having previously purchased.

Product afnity segmentation

slide-17
SLIDE 17

C U S T O R A 1 7 C H AT T H E M . 1 7

Q U E S T I O N S ?

Merchandise Creative Customer demands

Target customers who are likely to want certain products, despite not having previously purchased.

Product afnity segmentation

slide-18
SLIDE 18

C U S T O R A 1 8 C H AT T H E M . 1 8

Q U E S T I O N S ?

Modular content

Static content

slide-19
SLIDE 19

C U S T O R A 1 9 C H AT T H E M . 1 9

Q U E S T I O N S ?

The importance of testing

Simple A/B Test

A B

slide-20
SLIDE 20

C U S T O R A 2 0 C H AT T H E M . 2 0

Q U E S T I O N S ?

The importance of testing

Controlled experiment Simple A/B Test

A A B B

Control

slide-21
SLIDE 21

C U S T O R A 2 1 C H AT T H E M . 2 1

Q U E S T I O N S ?

The importance of testing

Controlled experiment Complex experiment Simple A/B Test

A A A A B B B B

Control Control Control

slide-22
SLIDE 22

C U S T O R A 2 2 C H AT T H E M . 2 2

Q U E S T I O N S ?

Persona segmentation

Identify personas hiding in their database. Properly test the impact of different creative. Leading Fashion Retailer

slide-23
SLIDE 23

C U S T O R A 2 3 C H AT T H E M . 2 3

Q U E S T I O N S ?

Persona segmentation

Surfaced an “accessories” persona. Saw substantial lifu vs. the control groups. Leading Fashion Retailer

slide-24
SLIDE 24

C U S T O R A 2 4 C H AT T H E M . 2 4

Q U E S T I O N S ?

Let’s try some ideas and see how they go.

Analyze Data Identify

  • pportunities

Conduct experiments Automate what works

Bringing it all together

What can we learn from the data? What customers stories emerge? Who’s “at risk”? What do we send them? When do we send it?

slide-25
SLIDE 25

C U S T O R A 2 5 C H AT T H E M . 2 5

Q U E S T I O N S ?

What are the different tiers in my customer base?

Analyze Data Identify

  • pportunities

Conduct experiments Automate what works

Leading Online Retailer

AOV Segmentation

slide-26
SLIDE 26

C U S T O R A 2 6 C H AT T H E M . 2 6

Q U E S T I O N S ?

What is the goal? What can we do right now?

Analyze Data Identify

  • pportunities

Conduct experiments Automate what works

AOV Segmentation

Leading Online Retailer

slide-27
SLIDE 27

C U S T O R A 2 7 C H AT T H E M . 2 7

Q U E S T I O N S ?

Lower priced products to lower AOV customers, and vice versa

Analyze Data Identify

  • pportunities

Conduct experiments Automate what works

AOV Segmentation

Leading Online Retailer

slide-28
SLIDE 28

C U S T O R A 2 8 C H AT T H E M . 2 8

Q U E S T I O N S ?

Gold Silver Platinum

AOV Segmentation

slide-29
SLIDE 29

C U S T O R A 2 9 C H AT T H E M . 2 9

Q U E S T I O N S ?

Custora U Courses Customer-Centric Marketing Customer Lifetime Value Segmentation Lifecycle Marketing Cohort Analysis Predictive Analytics Custora E-commerce Pulse High Growth Fashion Index

Add’l resources

slide-30
SLIDE 30

Customer Segment ntat atio ion n in Cross- Bor Border Ecom commerce

Mike Griffin, Sr. Director, Client Strategy and Operations

June 10th & 11, 2015

slide-31
SLIDE 31

2

Key Messages

  • Importance of Segmentation
  • Recognize the state of your brand across the globe
  • Recognize your audience
  • Customize and Segment
  • Email, Social & Site Setup
  • Product Assortment, Availability and Sales Profile
  • Language and Cultural Customs
  • Holidays and Seasonality
  • Duty and Tax Treatment
  • Recognizing when not segmenting is just as important

Communicating to your international consumer

slide-32
SLIDE 32

3

Importance of Customer Segmentation

In an international sphere, our effectiveness and efficiency to reach customers extend to cover global locations and foreign languages.

slide-33
SLIDE 33

4

Raise and Drive Brand Awareness

slide-34
SLIDE 34

5

Poll

Ar Are international customers greeted any differently upon entering yo your site experience? A) Yes B) No

slide-35
SLIDE 35

6

Recognize and Speak to Your Audience

slide-36
SLIDE 36

7

Poll

Ho How are your international emails segmented? A) By country/region B) International vs. Domestic C) My international emails are not segmented

slide-37
SLIDE 37

8

Segment Domestic & International Emails

Language Translation

slide-38
SLIDE 38

9

Segment Domestic & International Emails

Cultural Sensitivity

slide-39
SLIDE 39

10

Understand What Converts Well in Which Regions

Canada

Apparel and Michael Kors

Brazil

Furniture

UK

Children’s clothing

Middle East

Gowns

Australia

Apparel

Asia

Beauty & Michael Kors

slide-40
SLIDE 40

11

Customize Product Assortment

Au Australia & Ar Argentina Un United Ki Kingdom & & Canada

Avoid promoting winter coats in summer Avoid promoting swimsuits in winter

slide-41
SLIDE 41

12

Customize Product Assortment

Seasonality

slide-42
SLIDE 42

13

Customize Product Assortment

Restrictions

slide-43
SLIDE 43

14

Recognize the Language Barrier

Keep it simple and focus on what to take off rather than what to add

slide-44
SLIDE 44

15

Recognize the Language Barrier

Be visual by using graphics to bypass translations

slide-45
SLIDE 45

16

Recognize the Language Barrier

Be wary of translations since nuances exist within the same language between different geographies

Fr French Fr French Canadi dian En English Acheter en ligne Magasiner en ligne Buy online Livraison Expédition Shipping Service clientèle Centre d'aide Customer service Solde Chute de prix On sale

slide-46
SLIDE 46

17

Poll

How would you descri ribe your marketi ting efforts rts in inte tern rnati tional ec ecommerce (as a % of sales)? )? A) More than US B) Same as US C) Significantly less than US D) Little to no marketing internationally

slide-47
SLIDE 47

18

Capitalize on Domestic Promotions

Leverage and offer existing sales to international consumers

slide-48
SLIDE 48

19

Recognize International Holidays

slide-49
SLIDE 49

20

Understand What Resonates Where

Are you promoting the right products to targeted audience?

slide-50
SLIDE 50

21

Understand What Resonates Where

Are you marketing the right promotions to targeted audience?

slide-51
SLIDE 51

22

Consider the Details

Include fine print that specify promotion qualifications, returns, duties, and taxes (and make it easy to find)

slide-52
SLIDE 52

23

Identify Past Failures

Recognize what marketing strategies didn’t work in the past

  • Target countries for the right season
  • Ensure that consumers have a consistent user experience

Translation of email to landing page to checkout

  • Run the right promotions

Duty free in Hong Kong is not relevant but is the best promotion to run in China

  • Avoid promoting restricted products

Leather can’t be shipped to certain countries

slide-53
SLIDE 53

borderfree.com

slide-54
SLIDE 54

C U S T O R A 3 0 C H AT T H E M . 3 0

Q U E S T I O N S ?

Q+A

A S K A W A Y

C O R E Y P I E R S O N , C O - F O U N D E R , C U S T O R A K Y L E S H E P H E R D , M A R K E T I N G , C U S T O R A M I K E G R I F F I N , C L I E N T S T R AT E G Y A N D O P E R AT I O N S , B O R D E R F R E E