Retail Marketing Automation and OmniChannel Retail Experience.

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Retail Marketing Automation and OmniChannel Retail Experience.

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Accelerate digitization in retail by providing omni-channel customer experience using predictive analytics, marketing automation, Api management. – PowerPoint PPT presentation

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Title: Retail Marketing Automation and OmniChannel Retail Experience.


1
Omni-Channel DigitizationMarketing Automation
Platform
RETAIL
2
Agenda
3
Current Trends in Retail
4
The Buyer Journey in Retail
Source http//www.slideshare.net/mihaidragan/what
-is-omnichannel-retail-past-present-future
5
The New Age Buyers Surveyed
Source https//assets.kpmg.com/content/dam/kpmg/p
df/2016/02/omnichanel-retail-survey-2016.pdf
6
Stock Research in Retail
Source https//assets.kpmg.com/content/dam/kpmg/p
df/2016/02/omnichanel-retail-survey-2016.pdf
7
Customers want a 360 Degree Experience
8
Omni-channel Retail The Evolution
Source Delloites Store 3.0 Study
9
Omni-channel Retail Experience
10
Use Cases in Retail
11
General
  • Omni-channel engagement across Mobile, Web,
    Social etc.
  • Deep Analytics and making the Big Data actionable
  • Tracking user behavior across channels and taking
    action either on demand or campaign based
  • Identify which channel is more effective Web,
    Mobile
  • Integrating offline, legacy, transaction data
    with data generated through new age devices to
    launch new use cases and campaigns
  • Launch new use cases and campaigns in days
    weeks
  • Ability for Business/Marketing team to launch
    campaigns without having any dependency on
    Development team
  • Monitor effectiveness of campaigns

12
User Acquisition
  • With in-app referral campaigns turn customers
    into marketers as they bring in more users for
    mutual benefits
  • With geo-fencing, attract mobile customers into
    the store by sending attractive offers and alerts
  • Share Happy moments on Social Platforms
  • Facebook remarketing for customers having similar
    attributes as your highest converting audience

13
Engagement
  • Assisting Onboarding through InApp messages and
    push notifications
  • Analyze your users specific characteristics,
    interests, and activities to differentiate
    between whos making a purchase and whos just
    window shopping
  • Reduce cart abandonment by sending right push
    notifications at the right time
  • Empower in-store sales reps with internal apps to
    make shopping more convenient
  • Post Sale send notification to user to
    rate/review product or purchase experience
  • On the spot coupons to run flash sales with time
    expiration Example Purchase by 4.00 PM to
    avail a discount or special price
  • Target affluent areas or areas where middle class
    generally live
  • Live Chat Assign a rep or allow your users to
    have in-app chat discussion with your
    representation
  • Get Net Promoter Score

14
Gamification
  • Assign achievement badges to customers based on
    their activities, for instance, shopaholic,
    shopper of the month, etc
  • Incentivize or reward users if anyone in their
    contact list makes a purchase
  • Make shopping more fun by enabling users to add
    their buddies and exchange messages in real-time
  • Induce competitive spirit with social
    leaderboards such as top spender of the month,
    top products, etc.
  • Notify user that on social share they are
    entitled to get reward points in the app

15
Conversion
  • Recommend other products to your users based on
    item similarity and user similarity. People who
    have purchased this have also purchased that
  • Tracking the user behavior based on events and
    recommending
  • Users who have not made any purchase for past 1
    month, send re-engage notifications
  • Target based on Demographic parameters
  • If the customer clicks on a particular banner,
    tutorial, button Automated email to be sent to
    the sales rep so that he can engage with the user
    right away

16
Prediction Analysis
  • Based on user data, forecast the customers
    propensity the likelihood of making a purchase
  • Reduce cost per user by acquiring new customers
    by targeting prospects that are most likely to
    respond favorably
  • Categorize the customers based on their
    expenditure bracket and send personalized push
    notifications for better conversions
  • Propensity to churn
  • Propensity to by another product Enabling cross
    selling

17
Partner Integration
  • Enable integration of CRM, accounting, billing,
    marketing and other legacy systems to expose them
    as APIs
  • Introduce digital wallets to help customers get
    off the long queues with quick payments
  • Superior inventory management by integrating
    internal app with all the vendors and other
    regional stores

18
Sales Force Automation
  • Manage monitor Sales field force for enhanced
    personalization
  • Monitor Sales Rep Productivity
  • Availability of accurate and timely actionable
    sales data
  • Competitor intelligence
  • Awareness about discounts offers
  • Gamify based on no. of customers met in a day in
    each store and get achievements which later can
    be redeemed through Rewards
  • Activity reports
  • Quota reports notification
  • Allow them to quickly figure out the interests
    based on the previous purchases and present
    personalized offers
  • Enable them to find out the detailed info and
    stock update across all stores with internal apps

19
ShepHertz App42 Platform Overview
20
Why ShepHertz
  • - One Stop solution
  • Omni-channel Platform Supports 18 Native
    Platforms
  • Big Data - Leverage Real time data generated by
    New age devices as well offline
  • Time To Market - Launch use cases in hours than
    in weeks
  • End-to-End Solution - Single provider which
    offers you all the services with committed SLAs
    and transparent/predictable pricing
  • API driven so existing investments does not get
    wasted.
  • Dependency of CMOs, Marketing Product Heads on
    Tech is removed
  • Expose protected resources as APIs To Partner
    Apps and systems
  • Deployment Model Public, Dedicated, Hybrid
    OnPremise

21
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22
Continual Transformation Environment to build
Omni-Channel Apps
Launch Use Cases Campaigns on Omni-Channels
Mobile, Web, Social, IoT, Wearables, TV,
Kiosks/ATMs
Backend API Services
Gamification
Automation Actionable BigData
Integrate with other Apps by Exposing APIs
Big Data
App Behavior
Legacy Apps
Real Time
Offline
Transactional
External Apps
Unstructured
23
Challenges Constraints
Need to interface with multiple Cloud Service
providers
In context seamless transition of consumers
across Omni- channels
Leveraging BigData - User Acquisition, Retention,
Engagement Conversion
Leverages Compliments their legacy applications
Ever increasing customer expectation Expects
new services in weeks
24
App42 Cloud API - Services
25
Actionable BigData- Everything you need to grow
your App
26
App42 API Gateway Comprehensive API Management
27
Verticals
28
Server Locations
29
ShepHertz App42 Platform Deep Dive
30
App42 Cloud Ecosystem
800 APIs 30 Cloud Services
Actionable BigData
Realtime Messaging System
API Management
IaaS Providers IBM, vCloud Air, AWS, Azure
Hybrid
Enterprise OnPremise
31
Real-time Actionable Analytics
32
App42 Actionable Analytics
33
App Engagement and Retention
e.g. - Trigger In-App Message if a User stays on
a page for more than 30 seconds
34
Behavioural Segmentation
e.g. - Users of Age 25 from New Jersey who
started the App today but did not make a purchase
Advanced Segmentation based on Multiple Events
and User Properties
35
Event Based Achievements
  • Create achievements based on certain events to
    increase user recognition and easy engagement
  • Assign badges as soon as users do those events
  • Get to be creative in the badge design and names

36
Session Event Tracking
APP SESSION
DROP-OFF POINTS
EXIT POINT
ENTRY POINT
Send information on DEALS
Send RECOMMENDATIONS
Send information on OFFER S
Engaging the user during these in-session drop
off points based on real-time analytics
(Enhancing in-app Personalization)
Engaging the user at the exit point based on his
current session activity
Engaging the user at the entry point (can be
based on past session)
37
Campaigns
  • Run Ad Campaigns
  • Set Real time In-App triggers to boost Conversion
  • Run Retention Campaigns
  • Schedule highly targeted Push Notifications
  • Run Chain Campaigns to progressively bring Users
    down the Sales Funnel

To run chain campaigns
  • Another Event
  • A/B Test
  • Custom Code
  • URL

38
Dashboard
  • Comprehensive Dashboard
  • Customizable
  • Daily Metrics Mails
  • Deep dive based on interest

39
Omni-Channel Dashboard
  • Real-time App Installs
  • Current Active Users
  • Average Session Time
  • Total current events

40
Web Push Notifications
  • Ability to Add Channels The greatest thing about
    triggering the opt-in box to the user to click on
    allow or block is that you can enable them to
    choose the channels they would like to subscribe
    to instead of opting for all the notifications.
  • User Segmentation In addition to enabling the
    users to choose channels, you can also segment
    them according to their demographics, behavior,
    activities, device type, etc. This further
    enhances your targeting and increases the
    conversion of your push messages up to 75.
  • Push Automation It is difficult to send out web
    push manually every time your user does any
    desired event. With the ability of marketing
    automation tools, you can create events that you
    consider are important and you may go ahead and
    create campaigns based on those events. 

41
Unified Notifications
  • Target customers based on User Behavior, Events
    Properties, Offline Data
  • Rich Notifications
  • Classification of users Predictive
  • Schedule
  • Campaign Based
  • Personalized
  • A/B Test
  • Geo Target/ Geo Fencing
  • Configure Badge Sound

42
Push Geo-Targeting Campaign Management
  • Push Campaign for Geo Targeting
  • Interactive map for selecting the users in a
    particular location
  • Select Country, State, City to send targeted push
  • Getting Geo location of various users and then
    segmenting them to send targeted Push messages
  • Campaigns can be built for automated targeting to
    the users on the specific geo locations

43
Push Geo-Fencing Campaign Management
  • Push Campaign for Geo Fencing
  • Interactive map to select the multiple Geo Fences
  • A fence can be as small as 50 meters (Close to
    SBI Banks or ATMs)
  • Users can be targeted based on following cases
  • Entering the fenced area
  • Exiting the fenced area
  • Dwelling inside the fenced area

44
Define Multi-level Segmentation
45
Insights Active Users (DAU, WAU, MAU) Set Goals
Get trigger mail
46
Insights - Funnel Analysis
  • Create user flows - track drop off points
    Target
  • Get accurate analysis of the screens where users
    mostly lose interest
  • Create specific campaigns to target them to move
    them further into the funnel for increased
    conversions

47
Insights - Cohort Analytics Retention Marketing
  • Track returning users with smart cohort analytics
  • Analyze the days having majority of non-returning
    users
  • Monitor the activities accordingly
  • Plan personalized campaigns to bring them before
    they churn

48
Insights Avg. Session
49
Insights Installs Un-Installs
50
Campaign Push, InApp, Survey, Social Post,
Email, Virality, Lead Generation
51
Campaign - Push
  • Event based rich push notifications (include
    HTML, images, sound and badges, videos)
  • Geo-target people with location based push
    notifications
  • Create unlimited geo-fences across the world and
    run campaigns on people entering, exiting or
    dwelling for sometime in the fence
  • Run experiments on your push notifications with
    A/B/n testing to try out different copies, CTAs
    and graphics to see which one works best

52
In-app referrals
  • Implement growth hack in-app referral campaigns
    without any coding effort
  • Choose among multiple sharing platforms
  • Target users based on different segments to boost
    user acquisition

53
On Demand Targeting
54
Effectiveness Compare Campaigns
55
Predictive Analytics
Supports Classification, Regression, Anomaly
Detection, Clustering
  • Features
  • Increase Conversion, reduce Churn
  • Define your Churn/Convert condition
  • Bucket your customers into High, Medium or Low
    likelihood of Churn/Conversion
  • Know your bucketed customers related activities
     
  • Know your bucketed customers related user
    attributes
  • Take preventive action on bucketed segments to
    reduce churn or increase conversion
  • Identify Problem Areas
  • Retain customer loyalty

Predict
Analyze
Target
  • Define your Churn/Convert condition
  •  Get the users likelihood of Churn or Convert
  •  Know the reason of Churn or Conversion by
    looking at similar customers related activities
  • Know the type of customers who are churning or
    converting by looking at similar customers
    attributes
  • Target the segments by taking appropriate actions
  • Send Push notifications, In-App Campaign or take
    other actions to reduce churn or increase
    conversion

56
Prediction Analysis
57
Remarketing - Facebook
Added to custom list based on in-app actions
User interacts with your app/web
Sees Remarketing ad on Facebook offering benefits
and suggestions
User leaves
Banner prompts that user to return to your app/web
Completes the activities or takes further actions
58
Remarketing
59
Thank You
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