"Sleigh" the Holiday Season with Customer Loyalty - And Keep Customers Shopping Well into the New Year - FitForCommerce
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“Sleigh” the Holiday Season with Customer Loyalty
And Keep Customers Shopping Well into the New Year
October 15, 2019
Today’s Agenda
1. Introduction
2. Leveraging Loyalty Programs at Holidays & Beyond
3. Customer Acquisition/Retention During Holidays
4. Conversion Rates by Customer Lifecycle and CLTV
5. Case Study: Clarins Evolution
6. Q&A
2
Meet Today’s Speakers
Arthur McManus Rich Siefert Alex Timlin
Chief Technology Officer Sr. Consultant VP, Ecommerce
FitForCommerce FitForCommerce Emarsys
3
is a specialized consultancy
helping digital businesses
accelerate growth. Trusted Curated digital innovation
advisor to hundreds of tracking and applied market
global companies. advice to businesses in
CDO-on-demand service.
is a philosophy and our Benchmarking of Top 120
methodology based on an Retailers for Omnichannel
investment and due diligence Innovation (Store, Web,
mindset for decision-making Mobile, Cross-channel).
and execution to ensure
success.
We are the help.
4
11 years... and counting
113 18 1500+ 500+ 600+ 400+ 1600+
IR1000 clients countries served engagements retailer, brand, B2B, combined years of vendor selection thought leadership
helping clients grow manufacturer clients experience across 25 projects pages published
verticals
5
1,850
Ecommerce and Retail clients
4.2 billion 350 million 6.2 billion
customer records daily personalized messages per month
interactions
6
Real- time
Indus try- s pecific Marketing
optimization
s olutions activation
with AI
7
LIVE POLL
Which aspects of the retail shopping experience
do internet users worldwide value most?
A. Quick and easy checkout
B. Earning rewards or loyalty points
C. Free or easy returns
D. Click-and-Collect/BOPIS
E. Personalization and advanced technology
8
Live Poll Results
Which aspects of the retail shopping experience
do internet users worldwide value most?
70%
62%
60%
50%
40%
30%
23%
20%
10% 8% 8%
0%
0%
Quick and easy checkout Earning rewards or loyalty Free or easy returns Click-and-Collect/BOPIS Personalization and
points advanced technology
9
10
Main Reasons
Shoppers Participate
in Loyalty Programs
Source: HellowWorld, “2019 Loyalty Barometer Report,” February 2019
11Loyalty Programs Boost Holiday Sales
of shoppers take advantage of loyalty program
90% perks during the holiday shopping season
use rewards points to buy
use reward points for
67% holiday purchases 50% more gifts than they
otherwise would have
use points to buy gifts use points to treat themselves
26% for people they wouldn’t normally
include in their holiday budget
41% with purchases they
would otherwise pass
Source: Loyalty 360 Blog, “More than a Good Deal: Drive Real Customer Loyalty this Holiday Shopping Season,” December 2018
12Use Loyalty Programs to Extend Shopping into 2020
• Entice new memberships & activate existing members
– Immediate limited-time rewards for use during holiday
shopping season
– Earn additional rewards redeemable in 2020
• Leverage holiday shopping data
– Determine which rewards resonate best with shoppers;
continue in 2020
– Send “thank you” offers for 2020
• Create programs where points are collected
throughout the holiday that are redeemable in 2020
13Data: 2018 Reflections
Holiday Acquisition Numbers
14Data: 2018 Reflections
Conversion Rate
15Data: 2018 Reflections
Conversion Rate
16What Does All This Mean?
• Most brands will make more money from existing than new customers this
holiday season – unless you’re a fast growing start-up
• Over time, lifetime value (LTV) increases for customers, but there are huge
differences in the number and value of repeat buyers – classify your average,
determine what’s low value and create a clear view of who are your most
important customers by revenue
• Plan your strategy by understanding the money you need to protect and the
opportunity you have for growth according to customer LTV
• Think about how you’re going to treat your customers differently: the best
programs in retail (just like with airlines) have tiers that focus on the
experience being different, not just the rewards
17How to Get Executive Buy-in for Loyalty
18CLARINS HK
July 2019
Emarsys Evolution
19Why do we do CRM at Clarins?
We were the first …
TO BUILD A 1 TO 1 RELATIONSHIP WITH OUR CLIENTS
WITH THE CLIENT CARD
“It is simple to succeed: let’s just listen to women and
offer them what they want” J. COURTIN
20Why do we do CRM at Clarins?
We were the first …
TO HAVE THIS CLIENT CENTRIC MINDSET
21What is the Clarins CRM signature?
BUILD CLIENT UNIQUE ENGAGE 1 TO 1
LISTEN PAMPER
VIEW COMMUNICATION
Actively listen to our clients Build a client 360 Communicate Pamper our clients with all
(getting their insights) touchpoints overview - The right content our loyalty actions and
- At the right moment program
- Through the right way
22What is the Clarins CRM signature?
How do we actively listen to our clients ?
FOCUS CUSTOMER SOCIAL STRES
STORES
BAZAAR VOICE SURVEYS
GROUPS CARE NETWORKS FEEDBACKS
23What is the Clarins CRM signature?
How do we build a unique Customer view?
WEBSITE
RETAILERS
EMAILS
BOUTIQUES CUSTOMERCARE
EMARSYS
24What is the Clarins CRM signature?
How do we communicate with our clients?
AUTOMATION OF COMMUNICATIONS
WITH OUR CLIENTS AT SCALE
FROM 1-TO-MANY…
TO MANY-TO-1
25What is the Clarins CRM signature?
How do we build loyalty?
Communications to
Focus groups build loyalty Events Gifts
26Automated Welcome program key learnings
Objective: Better engage our new customers and trigger a 2nd purchase
1 2 3
First few weeks are critical Personalization drives higher repeat 2nd purchase invitation is
a winning strategy
27Automated Welcome program key learnings
Objective: Better engage our new customers and trigger a 2nd purchase
4 5 6 7
Lifestyle content, eco/social Store Experts are the Loyalty program to Omnichannel
responsibilities boost best loyalty drivers Increase repeat Strategy
customer engagement
28Automated Welcome program key learnings
Positive quantitative and qualitative feedbacks
New Repeat Growth New Repeat Growth “The Double points offer allowed me to reach the first
BEFORE WP LAUNCH AFTER WP LAUNCH
(from Jan to June) (from Jan to June)
level of reward of the CCB catalogue.” from customer
2017 10.68pts 5.73pts
8.75pts 6.51pts “The invitation card enabled us to build a real
2018
relationship with our new customers, as we make
EVOL -1.93 +0.78 everything possible to match our work schedule with
the next appointment.” from store expert
New Local New Local
customers Repeat
+49% +0.49% pts
YTD May 2019
29Use Loyalty Programs to…
Retain and reactivate existing customers
Increase holiday sales for both
Acquire new customers
gifting and personal uses
Differentiate your brand
Increase customer lifetime value from other retailers
by offering something different
30Thank You! The recording of this webinar and
the final presentation will be sent to you.
Contact FitForCommerce:
Transformations@fitforcommerce.com
Contact Emarsys:
https://www.emarsys.com/demo/
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