Learn how shifting to a customer-centric model can help grow e-commerce sales and increase customer retention.

1. Go beyond “Hi Joe”
Shifting to Customer-Centric Marketing
Grow customer retention & boost e-commerce sales

2. There is a sure way to sell more on ecommerce site...
Run lots of Ads to draw traffic. Set price lower than competition.
Long Term Profit

3. …but that’s not sustainable for long term growth
The Goal
Make more profit, not just sell more units.
The goal for this presentation is to show you how to get started on this goal,
through shifting towards a customer centric marketing model.

4. Traditional ecommerce marketing centers around the Product
Marketing promotions are
designed to highlight the
product’s unique qualities.
Messages are mass
distributed via email, social
media channels with minimal
personalization to the
individual consumers.
In a growingly competitive
landscape, marketers often
rely on discount and sales to
undercut competition on
pricing.
4

5. 5
Downside of mass product centric marketing
Increase Consumer Churns.
Mass and non-relevant promotion increases consumer annoyance, leading
to higher churn rate or unsubscription rate.
Brand fatigue.
Untimely and non-personalized promotions leads often to visual fatigue
due to seeing the undesired ads repeatedly.
Costly and ineffective.
Mass volume campaigns often result in low conversion rates, thus
decreasing ROI.

6. 6
Successful ecommerce businesses have shifted towards a
customer-centric model
Focus on product, then identify
audience for product
Product features and
descriptions
“What is this?”
Product Centric Model
“Push” marketing messages
Exceptional product design
Understanding customer needs,
then define product specs
Experience & outcome.
“This is why I need this now”
Customer Centric Model
On-demand personalized
messages
Memorable customer journey
Approach.
Values.
Delivery.
Marketing
Message.

7. 7
Pop Quiz: Which Ad is more likely to convert?
Personalized product recommendations drive 5x more sales conversion.
Hint.

8. 8
Adopting a customer-centric approach requires deep customer
insights, personalized experience across all channels
Gain customer
insights.
Provide scalable yet
personalized offers.
Ensure unified
channel experience.
It takes investment and commitment from entire organization to succeed in
customer-centric model

9. 9
There are a few short cuts that’ll realize immediate benefits,
starting by using the data you already have for insights…
Tip #1 Use web statistics to identify customer segment & interests
 Start by defining the key segments of your customers (e.g., long distance runners, fashionista,
men, women, teens, etc.)
 Refine your product categories & website layout in a way that allows you to identify the
segment a visitor may belong based on browsing histories.
 Use analytics tool to help you track website traffics & behaviors (what each visitor are
browsing) in order to enrich customer profile.
For example

10. 10
Tailoring messages to your target segments…
Tip #2 Create up to 3 messages per segment profile
 Understand what kind of message will appeal to each customer segment.
 Create up to 3 messages per customer segment across respective customer journey. For
example, an online store selling sneakers can set up following:
 Educational for first time buyers – “Need help picking the right running shoe?”
 Product recommendations for teens – “Top sellers for you may also like”
 Social Proof from pros – “Here are what long distance runners are saying about…”
 Don’t overwhelm customers with messages. Take small steps to make improvements. The key
is to send targeted messages, based on interest and prior visitor behaviors.
Bulk Semi-Targeted Personalized
If you’re here Target to be here

11. 11
…and delivering omni-channel experience
Tip #3 Begin to unify messages across all channels
 Identify customers as they interact with your business across all key channels (e.g., email,
social media, on-site, in-stores, etc.) To do that, you’ll need:
 CRM capability that captures online (and offline) interactions by customer
 Ability to identify audience across each channels (e.g., custom audience in Facebook)
 Ability to push messages to each channel
 Reinforce your marketing pitch by delivering consistent messages across channels.
 This step is harder to accomplish, so make gradual implementation. It may be easier to start
with digital channels first before tackling integration with offline.
Visitor browses
product
Trigger email
2 hr later with product
suggestions
Promote product
browsed on social media,
2 days later
Pop up with offer
when revisiting site
Checkout

12. 12
To recap, a few action steps you can start now within minimal
investment
1. Start with customer data you already have, use the data to gain insights on visitor
behaviors.
2. Design product categories and website layout that makes it easy to understand
visitor profiles.
3. Craft and trigger targeted messages based on visitor actions. Optimize based on
their interest area.
4. Reinforce with consistent messages across your digital channels. Retargeting is
key!

13. THANKS, ANY QUESTIONS?
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