Commerce Intelligence by Craig Shotland

Intelligent Commerce
© 2014 Netstarter

agenda 1. Introduction
2. About Netstarter
3. The Formulae
4. Data – The Key
5. In Store Technology
6. The Possibilities
© 2014 Netstarter

experts in commerce
© 2014 Netstarter

Magento
AWS Hosting
a single point of contact
SEO
Conversion Optimisation
Marketplaces
Integration
Creative
Strategy Marketing Automation
CRM
© 2014 Netstarter

we’re qualified
The #2 ranked partner globally
Most certified partner worldwide
More certifications than all other Australian partners combined
More certified developers than the Magento team itself
© 2014 Netstarter

Ze Formula
Understanding the formulae and variables
© 2014 Netstarter

$1
Understanding the Maths
Sales = Visitors x Conversion Rate x Average Order Value
© 2014 Netstarter

Understanding the Process
Attract Convert Retain
Increase Visitors
Increase Average Order Value
Increase Visitors
Increase Conversion Rate
© 2014 Netstarter

Think
Omni-channel
Omni-channel is a multichannel approach to sales that
seeks to provide the customer with a seamless shopping
experience whether the customer is shopping online from
a desktop or mobile device, by telephone or in a bricks
and mortar store.
© 2014 Netstarter

Data
The secret ingredient
© 2014 Netstarter

the bad
1. Organisations often do not have a clearly
defined data acquisition, storage and
utilisation strategy
2. Online transactions typically account for 3%
of sales for most bricks and click
organisations.
3. Most organisations do not collect even basic
data at the time of purchase In Store (Name
& Email Address)
4. As a result 97% of transactions occurring
are ‘Anonymous’ and the ability to re-market
to these customers is often lost
5. There is often no ability to recognise In
Store purchases online and vice versa
6. Loyalty and reward schemes are often not
shared between the various channels
7. Pricing can be different between various
channels resulting in unhappy customers
(e.g. eBay, Store, Website)
8. Even when data is available it is not used to
intelligently segment and personalise
content to the user via the relevant
channel.
© 2014 Netstarter

Data Acquisition Strategy
1. @ Checkout
2. Sign Up to Mailing List
3. Competitions
4. Profile Builder (Hidden OR Visible)
5. Data Capture Tools
6. Social
7. Many Many More
* The above are all In Store and Online
CRM
Loyalty
Marketing
Automation
© 2014 Netstarter

omni-channel
fulfilment
1. Providing your customers with MORE options
1. Click & Collect
2. Store to Door
3. Store to Store
2. By ensuring you have Accurate and Timely data you can
minimise the requirement to hold additional stock AND
increase the variety of items available for sale through the
channels.
Online In Store Warehouse
© 2014 Netstarter

Technology Platforms
eBay Commerce Marketing Platform Adobe Marketing Cloud
© 2014 Netstarter

bringing web
technology in-store
© 2014 Netstarter

1. Able to target individual screens at each store using Magento
content.
2. HTML5 supported screens
3. Delivery over 3G
4. Plug into other technologies including i-beacon, sonar, NFC or
hardware devices
5. Capture MAC ID via wifi ping to determine browsing habits
and in-store behaviour
6. Personalise messages and merchandising to customers
7. Enhance customer engagement in-store
8. Improve customer service
© 2014 Netstarter

1. Content crowdsourcing platform for omni-channel retailers
2. Aggregate and curate social content from City Beach, brand
ambassadors and customers
3. Tag content with eCommerce CTAs
4. Push content to web and in-store devices
Social
© 2014 Netstarter

In Store
Comps
© 2014 Netstarter

The Bad
Online transactions typically account for only 3% of most
Bricks and Click businesses
It’s Coming
Don’t be left behind
Most organisations do not collect even basic data at the
time of purchase In Store (Name & Email Address)
Most organisations do not collect even basic data at the
time of purchase In Store (Name & Email Address)
© 2014 Netstarter

Making every experience WOW
Scenario: Someone online buys 2 bags of dog food and it is delivered
STOCK STANARD OUTCOME
The order is placed and sent to the customer. Hopefully they logged on so we could know which customer it is
WHAT IT COULD HAVE BEEN
• John Stamos (34 Year old male who lives in Chatswood comes online to buy 2 bags of dog food for his 1 year old Spaniel and 12 year old
Labrador who has arthritis).
• Banners shown focus on dog related products (e.g. toys for medium sized dogs and arthritis medicine for Labradors). Potentially these can
include a special promotion for john as a VIP to get 10% off as he has spent over $1000 (combined in store and on-line) over the past 3
months.
• A notification is provided to John (either in the email after purchase or online) of an in-store event around caring for old dogs that will be
occurring in Artarmon next weekend and Chatswood this weekend
• John isn’t quite sure which arthritis medicine to buy so he phones the 1300 number. The customer service on the phone pulls up Jons records
(potentially integrated with Greencross data) and confirms what the dog has historically been taking. John then enters into a co-browsing
session with the operator who shows him a number of options and provides him with a further 5% discount coupon code.
• An option for to enable automatic recurring (and the subsequent savings) will be presented to John to enable him to easily change his
selection whilst online
• At checkout John has the option to use a fast delivery option (within 3 hours) or pickup from store (within 1 hour) which he chooses as he is
out of food
• Assuming John purchased the arthritic medicine an email will be sent out to him 30 days later (assuming this is how long the medicine lasts)
for replenishment of the medicine. This will also provide an option to setup an automatic recurrence of this (potentially with an incentive)
• The email correspondence will also offer a promotion or offer for a check-up at the local Greencross Vet
• When the goods are sent to John a free toy is added for his Spaniel with a personalised note saying that it is for Max’s birthday next month
© 2014 Netstarter

Making every experience WOW
The Story Continues …
Scenario: Someone walks into a Store
STOCK STANARD OUTCOME
He looks around purchases something and walks out
WHAT IT COULD HAVE BEEN
• John checks in through the Beacon application upon entering the store
• The staff member is notified about John and his profile
• Based on this knowledge the staff member is able to offer the right advice to John and upsell
him on a variety of products.
• The staff member (prompted by the system) recommends that John comes to the upcoming
in-store talk on aged dog care at either Chatswood or Artarmon in the upcoming weeks
• The Beacon application recognises that John’s older dog is due for a renewal of arthritic
medicine and provides John with a promotion code to use in his in store purchase.
• With bags full of Petbarn products John pays using PayPal from his application with a single
swipe and walks out the door knowing he will be back on Saturday morning with Brutus.
• Oh yes and because John had such an awesome experience he likes you on Facebook and
tweats the experience. He also tells his geriatric dog walking Thursday morning friends
about this and they all come along for the lecture on Saturday
© 2014 Netstarter

more than an ecommerce agency
Lead
Generation
Customer
Insights
Personalised
Comms
Sales
Conversion
Engagement
& Service
Customer
Feedback
Letterbox / Lasoo / Search/ Social / Online Display / Competitions / Kiosk / D2D / Sampling
DISCOVER INFLUENCE CONVERT REACH LISTEN
Single customer
view
Analytics &
insights
Right offer
Right channel
Right Time
Omni-channel
commerce
Conversion
optimisation
Multi-channel
customer
engagement
Voice of
customer
NPS & CES
© 2014 Netstarter

advanced promotions
We have extended Magento’s robust promotions engine to support a number of
additional actions that enable retailers to replicate the successful merchandising
strategies commonly used in store.
• Personalised promotion code generation
• Birthday promotions
• Free Gift
• Buy 2 products and get 3rd with $X off
• Buy X and get a Y for $Z off
• Satisfy a set of condition and get a free product automatically added to the cart
• Add a X to the cart and choose Y for the fixed price of $Z
• Buy 2X and get any product from Y category for $Z
• Buy 3 and get 1 cheapest (or most expensive) free, get 6 and get 2 cheapest (or most expensive) free
• Buy 2 X and get the 3rd X for free (or for 40%, 50% etc. off)
• Get $X discount from each $500 spent’
• Get any X items from category Y for $N
© 2014 Netstarter

loyalty program
In addition to the native reward actions supported by Magento Enterprise, our
module introduces will enable to create an enriched customer profiles and
increase the number of registered account holders – translating in a more
personalised communication and increased conversion.
• Earn points for creating an account post checkout
• Earn points for enriching your profile – this additional information is stored as
custom user attributes which can be passed to your CRM or marketing automation
platform to enable highly personalised communication that converts better
• Earn additional points for posting your latest purchase on Facebook or Twitter
© 2014 Netstarter

segmentation & personalisation
Our Fashion Stack leverages native segmentation engine to facilitate the
personalisation of:
• Hero banners for a segment or customer group
• Personalised banners for a category or product page
• Responsive banners that adapt over different breakpoints
• Relevant promotions to a specific segment or customer group
© 2014 Netstarter

social login
Our social login module supports enables customer
replicate similar functionality offered by Jan Rain or Gigya
without incurring any ongoing licensing fees
• Netstarter’s social login module supports Facebook and Twitter
• The login widget can be integrated with both registration and login controls
• After choosing the preferred login channel, the customer simply enters their
usernames and passwords to log in - no additional information is required.
• If the customer is already signed into their social account (Facebook login, Gmail
login, Twitter login), the system will automatically use the information from their
social account to login.
• The module also supports a ‘post-purchase’ widget to encourage the user to
share product info with their network
© 2014 Netstarter

email
marketing
1. Tight integration with Magento
2. Store orders, baskets and wishlists for every customer.
3. Segment customers on their purchase behaviour.
4. Automate email triggers such as welcome series or post
purchase feedback.
5. Report on ROI and page visits from each email campaign.
6. Lost baskets including the basket contents.
7. Unique coupon codes for any promotion.
8. Product recommendations, dynamically include product
recommendations in emails.
© 2014 Netstarter

1. Create a single customer view – centralise both in-store and
online order information for improved segmentation and
personalisation
2. Target customers as you view them across multiple channels
3. Import customers, orders and shopping carts from your
Magento, online marketplaces and POS systems
4. Cost effective way to extend Magento’s native reporting
5. Create and manage campaigns within OroCRM
6. Full customer call, email and task tracking
© 2014 Netstarter

1. Multi-channel loyalty programs
2. Extends Magento’s native reward actions to encourage
- referrals
- sharing products
- sharing purchases
- tiered loyalty
- customer re-activation
3. Extensive API to enabled integration with POS/ERP
4. Native integration with ORO CRM
© 2014 Netstarter

• Revenue up 25% since launch
• Organic traffic up 27%
• Engagement up 11.5% (page views)
• Mobile traffic up 42%
• Mobile revenue up 95%
© 2014 Netstarter

Commerce Intelligence by Craig Shotland

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