For September’s Fresh Ideas Live event, we joined forces with partners Mapp and 5874 to host digital marketers at The Shard, London.
The goal: To help our guests move forward with their personalization strategy.
Content was action-oriented, with a focus on real-life examples and questions from fellow marketing professionals. We heard about a range of email and web strategies including:
● Getting personal with behavioral targeting.
● Customizing the customer experience with headless commerce.
● Advanced ways to use behavioral email triggers.
Visitors then had the opportunity to bring the afternoon to a close with a sundowner at The Shard’s viewing platform.
If you didn’t make it on the day, or want to relive the awesomeness, here’s a recap:
Getting personal with behavioral targeting
Away from the podium, Fresh Relevance’s Alistair Milne spends his days talking to marketers who want to get ahead with personalization.
Alistair gave a brief overview of the retail landscape, reminding us why it’s so important to personalize the customer experience.
Already this year we’ve seen a number of established household names fall out of favor after failing to keep up with changing customer behavior. So how can brands and retailers stand out in this challenging environment?
Personalization is one way to delight customers and keep them coming back for more.
In the context of digital marketing, personalization means offering tailored marketing messages that are timely and relevant to the customer. Shoppers return to your online store because you provide offers that resonate with the individual, anticipate their needs and save them time.
Behavioral targeting enables personalization by recognizing customers’ context to provide the most appropriate type of content right now – then personalizing that content to their interests. That could be as simple as sending a price drop email to let bargain hunting shoppers know that their favorite item has decreased in price.
Alistair encouraged guests to consider:
● What behaviors do they want to target? Frequent browsing? Carting certain types of products?
● Who are the customers that exhibit this behavior? - What are their preferences and motivations? Where are they in the buying journey and customer lifecycle?
● And what content is most valuable to them right now? - A coupon? A reminder? A product recommendation?
The presentation concluded with a reminder of how Fresh Relevance helps you market to customers based on behavior.
What is Headless Commerce and why should you care?
5874 is an eCommerce agency with offices in Birmingham and London. The 5874 team mainly works with eCommerce platform BigCommerce, and helps clients meet their objectives using best-of-breed tools like Fresh Relevance.
Digital Director Rupert Cross gave attendees the low-down on headless commerce.
Put simply, headless commerce is the decoupling of the front end from the back end of the eCommerce platform. This enables marketers and front-end developers to create a smooth user experience that meets the needs of the business.
Brands and retailers can create content-focused websites using dedicated customer experience tools - such as a CMS - while managing back-end functions like fulfilment through the eCommerce system.
This comes with some big benefits:
- Scalability: Developers and marketing teams can implement changes and roll out new websites quickly.
- Customization: Marketers can provide an exceptional customer experience using the best tools for the job.
How email triggers are evolving - and what you need to consider
Mapp is a digital marketing platform that aims to bring back the fun to digital marketing, while helping marketers crush it at their job.
Senior Project Manager Joanna Moore told us how to get the most out of triggered emails - and why you need them in your toolkit.
Email remains one of the quickest, most efficient and most cost-effective ways to reach consumers. It’s also the place where most customers feel comfortable being contacted by brands.
Behavioral emails are especially effective because they’re triggered by shoppers’ interests and interactions with your store - so customers dictate what emails they’ll receive.
When you think of triggered emails, your mind probably jumps to cart recovery messages. But shopper behavior can trigger a whole range of highly relevant, timely emails - including price drop and back in stock alerts. These communications provide valuable information that makes you a hero for your customers.
In short, a great triggered email is:
● Action based –driven by customer behavior.
● Personalized – related to the individual customer’s interests.
● Dynamic – including relevant and timely content at the point of open.
Personalization challenges and opportunities
To wrap up the formal part of the day, our expert speakers tackled a range of questions from the audience. A key concern for attendees was how to convince senior management to invest in a personalization solution.
Eddy Swindell, CRO and co-founder at Fresh Relevance, explained that the answer will vary depending on your boss’s priorities.
Nevertheless, a good approach is to look at revenue and develop an ROI model showing what sales uplift can be generated by different types of personalization. The easiest way to prove an uplift is by creating net new opportunities to connect with customers. For instance, by launching a cart abandonment email program.
Another strategy is to focus on efficiency. Personalization technology automates the customer experience, and normally requires minimal ongoing maintenance. That helps to free up scarce marketing resource.
It can also be helpful to highlight specific business objectives. For instance, if a retailer frequently has excess stock to sell, marketers can send targeted emails to customers who are most likely to purchase the product.
Networking with a view
The day’s conversation continued at The View from The Shard, a lofty 244m above the ground.
Guests soaked up the view as the sun set over London’s iconic skyline…
If you’re keen to get started with personalization, download the dedicated ebook for more hints, tips and examples: