Owning the voice of your customers - Mårten Bokedal - Kraftvaerk
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Owning the voice of
your customers
Mårten Bokedal
Senior Manager Marketing Nordics
marten.bokedal@episerver.com
”Lentokonesuihkuturbiinimoottoriapumekaanikkoaliupseerioppilas”
The evolution of the
digital experience platform
2009 2010 2015 2019
CMS CMS and Commerce CMS and Commerce through cloud Digital Commerce, Campaign and CMS,
Smart Personalization, Behavioral Site Search,
Event Triggers and Email, A/B Testing and Optimization
Facilitates over $18B in omnichannel revenue Retail Consumer Brands
61% of consumers
shop online at least
once a month
3% shop daily
23% shop once per
week
n = 4,500 Episerver Reimagining Commerce Report (2019)
UK consumers lead online shopping frequency, with US and other country’s close behind
Australia Germany Netherlands Nordics United United States
Kingdom
n = 4,500 Episerver Reimagining Commerce Report (2019)
Confidential RETAIL APOCALYPSE
The death of retail?
Confidential
THE BIRTH OF THE NEW
MARKETPLACE1998: ”I sell books”
2020: ”I sell whatever the F$@K I want”
Ladder of
loyalty Ambassador
Relation
Engagement
FrictionLadder of
loyalty
FrictionLast mile delivery
If content is incorrect or incomplete on a brand’s website and/or mobile app
(e.g., poor product descriptions, lack of product reviews, images, etc.), how
often does that dissuade you from completing the purchase with that brand?
n = 4,500 (Nordic n = 305) Episerver Reimagining Commerce Report (2019)Experience driven
“Relevant to me” “Show me”
“Make it easy” “Teach me”
“Let me do it myself” “Works on mobile”
“Get it to me quick” “Give me choices”
“Don’t make me wait” “Get me the best price”
Transaction CenteredJean Michel Basquiat Unknown 91 000 000 Euro Approx 1500 Euro
Hermes Ralph Lauren 90 000 Euro 140 Euro
What is usually your primary purpose for visiting a brand’s
website for the first time?
Overall Nordic
33% 30%
22% 25%
11%
17%
16%
11%
10% 10%
6% 8%
•Searching for a product or service •Comparing prices or other variables between brands •Making a purchase •Looking for store information
•Finding inspiration •Finding a dealer/reseller •Other
n = 4,500 (Nordic n = 305) Episerver Reimagining Commerce Report (2019)Where do you typically start your online purchasing journey when
you already have a specific product in mind for purchase?
n = 4,500 (Nordic n = 305) Episerver Reimagining Commerce Report (2019)Confidential
CONTENT IS STILL KING
SEARCH TRUST DIVERSIFICATION
Make sure your Remove buying Stay relevant and
products are friction be helpful
foundConfidential THE RE-BIRTH OF THE BRAND
To meet this challenge Profoto identified
Three cornerstones
Online shop Inspiration Academy
Inspirational & Global & local stories Online training &
transactional videosMobile Share of Traffic Episerver | Confidential 47
59% % of traffic from mobile browsers in November & December 2019
Mobile conversion rate is improving, but lags desktop
3,3%
3,0%
2,3%
Desktop Mobile TabletSocial Episerver | Confidential 52
9,1%
2018 2019 8,5%
8,3%
5,0% 5,0%
4,0%Conversion rate from social performs poorly when compared
to other channels It is critical to get social-to-mobile pathways right…
3,2%
2,8% 2,8%
2,7%
2,5%
1,3%
Mobile Social Social
Mobile Traffic Conv. Rate
Traffic Conv. Rate 50%+ 1.3%
59%+ 2.3%
(Desktop 3.3%) (others: 2.8% avg.)
Social Organic Email Paid Search Referral Direct
Search18% of consumers clicked
and purchased directly from
an influencer's product post
20% of consumers who use
social media wished brands
+
and retailers would
communicate with them more
17% didn’t click but did
on social
purchase later
47% of consumers want the
=
same as now
35%• 1.6 orders per second (5,760 orders per hour) • 9 million visits from 72 countries • Approx. 1 million units sold • $26 million from Black Friday through Cyber Monday • $5.85 million on Black Friday • 100% uptime – no lines
Episerver
Personalization
at ScaleCustomers wants to be Firms know that consumers want
to be treated as individuals
treated as individuals “What new customers expectations
does your organization face?”
To be treated as individuals 66%
To enjoy their dealings with us more 58% 74% of online consumers get
frustrated with websites when
74% content appears that has nothing
Easier interactions with us 56% to do with their interests.
More information and help from us 55%
Personalized emails improve
To deal with us via their smartphones 54% 14% clickthrough rates by 14% and
conversion rates by 10%.
Consistent treatment across channels 51%
To be heard by us (give us feedback) 47% In-house marketers who are
19% personalizing their web experiences
To serve themselves 45% see, on average, a 19% uplift.
To interact with other customers 26%
None of these 4%Episerver
Confidential
Confidential Individualize the Experience •Personalize based on location
Confidential Individualize the Experience •Personalize based on first time or returning customer
Confidential Individualize the Experience •Personalize based on first time or returning customer
Confidential
Confidential
Confidential
Owning the voice of your customers
OPTIMIZE ENTIRE CUSTOMER JOURNEY
SEARCH
BE WHERE YOUR CONTENT IS MAKE SURE TO STAY
CUSTOMERS ARE YOUR VOICE RELEVANTConfidential B2B
Confidential
Toyota Material Handling
SALES PERSON
Complex business
CORE BUSINESS
Expertise
Unique needs
Online Research
E-COMMERCE
Transactional needs
Fast delivery
COMMODITY BUSINESS Standard modelsConfidential Garrets • Progressive Web App • Order offline
Confidential Motoral • B2B distributor focused on motorsports • 25 000 SKUs
Confidential Motoral • Personalized search • Dynamic pricing
Confidential Motoral • Attract: 4.5% conversion rate using Personalized Facebook Remarketing Advertising • Engage: 49.7% increase in AOV with product recommendations • Convert: 8.5% conversion rate using personalized abandon cart emails
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