About
Hear insights from ecommerce industry experts about enhancing the customer experience at every touchpoint in the Driving the Ultimate Customer Experience Webinar.
This in-depth discussion covers:
- How to improve conversion rates at checkout and beat out your competitors.
- Keeping customers engaged despite changing macroeconomic conditions.
- How brands are delivering outstanding customer experiences, both in-store and online.
- Changing shopper behaviours and omnichannel customer journeys.
- What to expect as we head towards peak sales season.
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Access the Driving the Ultimate Customer Experience Webinar on-demand now for ideas and tips on how to drive the ultimate customer experience.Â
[Music] i just wanted to say thank you to everyone for joining us today um besides being your host or my name is joe fox i’m the vp of partnerships at reviews dot io um thank you again for joining us at this event um today you’ll be hearing from some of the best around uh driving the ultimate customer experience um and just to let everyone know too we’ve got our 250 dollar rip curl vouchers that will be giving away in order to be eligible to win um just drop in the chat what your best and latest uh customer experience was um and please make sure you name the brand and we’ll hand those out at the very end but in saying that i’m going to hand over to the panelists to introduce themselves
great hi everyone i’m kate massey head of apac for search frame at search ring we power search merchandising and personalization solutions both leading and emerging brands uh of which it’s really great to have one of our clients stan from rip girl here today as well
great i’m ivana from lexa alexa we’re a customer data platform and we also have ripco as a client as well so i’m looking forward to our session today good hey guys and i’m dan mclean i’m the anz econ manager here at ripco um yeah and rip curl is uh the ultimate surfing company and i’m i’ve got the pleasure of driving our online business here so thanks for having me thanks for being here and um dan so i’d love to know a little bit just about how you’ve navigated through the past few years a little bit about the rip curl story i mean you guys are one of the most recognized and trusted brands in the world um so yeah i’d love to know what customer experience means to rip curl hear a little bit about the rip curl story and specifically um obviously you can give some examples on how to drive the ultimate customer experience yeah awesome thanks so much joe um yes i guess tripcall’s reaped the benefits um you know cobra’s been a bit of a hard time in general but um i guess customers for us were able to immerse themselves in nature more so than ever um with the onset of lockdowns all of a sudden there was no kids sport on the weekend you couldn’t go overseas on holidays um and i guess it was frustrating for everyone but after a little while here in australia we realized um how blessed we are with what’s in our backyard so like the oceans the the mountains and the capacity for people to live the search which is one of our core values here at ripl um became more accessible than ever with work from home arrangements and people relocating down the coast um so that was like i guess what worked in our favor but it still wasn’t easy because our business has really been built on a wholesale model um so you know you go down to any surf store and you can see rip kill in there um and our systems and structure wasn’t very econ centric so the whole econ space has really been a constant area of change we’ve needed to adapt to meet our customer needs regardless of the channel that they want to shop at at the given time so um yeah thank thankfully we did adapt as needed and we continue to do so um to see um yeah really strong results like we’ve seen over the past few years now um and uh yeah i think um yeah so that that’s i guess what um what we’ve been doing to help drive the customer experience adapt to meet their needs in whichever way they want to shop for sure for sure and i and i think just to quote a bit of a stat here i think you guys like experienced an 86 sales boost from august 2020 to january 20 21 so i guess that really highlights what you’re talking about around people really getting outside and exploring their own backyards which is which is awesome and obviously everything that you guys are implementing is working so that’s really cool to hear um i’m gonna pass over to you to you kate i mean obviously there’s been such a boom in e-commerce um everything’s trending upwards i mean businesses like amazon are just absolutely scaling to the moon with warehousing and all sorts of things and as that space is continuing to grow and i guess we all know it because we live and breathe it and work in it but how do smbs and and hobbyists who are entering the e-commerce space improve that customer experience how do they improve that shopping experience when they don’t necessarily have a bricks and mortar store yeah absolutely and i think it’s really important to um start with the customer in mind so no retailer is the same i’m really starting to understand what are those moments that matter like all of my contacts online the other day loved my little gummy bears i think adore beauty has an amazing loyalty program but i also love the tim tams that you get in your package as well some of our um emerging customers are like active truth and the upside i’ve received like really nice handwritten notes and i think that’s a really nice way to make that customer feel really special um i think it’s really looking at what typically triggers questions so if you’ve got lots of questions coming through online or if you do have um a traditional retail store as well what are those questions that shop assistants typically answer or if you’ve got products being returned why is that is it due to sizing and can you make your fit guide and size guide a lot more a lot more present on the site so you can help use different ways to communicate throughout the online shopping journey of what you’d typically expect um from a kind of shop assistant in store so an example of that is uh west ham one of our clients they had a lot of shoppers would typically look online and go in store and during kovitz shop has started to actually transact on store and so they use uh online banner function to talk about their design services where they typically get offered by a shop assistant they’re now uh highlighting that as you kind of click through and look at their different uh products and categories on site um and i think i recently i purchased from two different shopping uh fashion brands um and one stood out as a really seamless experience whereas the other one took a lot longer to have the um product and i was almost at the stage of reaching out to the customer service team to find out where my order was because i wasn’t getting those regular shipping updates um whereas um the seamless shopping experience i purchased a dress from saint frock super easy to find products and cut products down on their site um so using their filters i knew what i had in mind went to their dresses collection used their advanced filters looked at long sleeve options quickly found their best sellers which are highlighted through through badging um the checkout experience was super seamless but then i got regular kind of delivery updates and it felt like as soon as i placed the order i was pretty much getting that order delivered um really seamlessly really quickly um and then i also uh in the in the package had a discount for my next product that i wanted to purchase and now i’ve got my eye on that so i think that was just a really nice experience all the way through and i think it’s really important to step through that online shopping journey as a shopper and see are there friction points and is there a way to kind of um uh make those products more more discoverable um merchandising in-store has been a key component um for retail for a long time and i think it’s now really starting to get the focus for e-commerce as well so um i have not once uh in the last 20 months of being at search spring met an e-commerce manager that doesn’t um believe their team is really lean or they’re keeping up with all the priorities uh that they have on um and so being able to let technology do more of the heavy lifting utilizing that ai machine learning that shopper behavior what other shoppers are doing to do that heavy lifting and elevating those right products to the right shopper at the right time um so typically what are we looking for it’s things like those in-stock good stock availability good size curb availability best sellers new collections uh and top review products that’s what we want to make as easy as possible to find for the shopper um when they are going through that checkout experience for sure for sure and i’m super interested to see if the uh the audience suggests um suggest a brand that you had a really good experience with too and i i think after after the chat i’m curious because i think it’s the same shopper that i’ve had an experience with so that’s uh that’s perfect but i might pass that on to you um ivana too it’s like can you tell me a little bit about how your clients drive that great customer experience both online and in-store yeah for for us it all starts with really understanding your customer and we do that specifically through data so for customers who buys products specifically online for example compared to just in-store only they can have different buying patterns but they can also buy different types of products as well and so understanding that can really help unlock opportunities and really understand the best way to engage different types of customers so for example if we know customers are buying you know certain types of products online then we can adjust um you know looking at the product whether we need to adjust the free shipping threshold to account for that but also the overall on-site experience for new customers or returning customers as well uh based on what they’re commonly purchasing um for those specific types of customers and then overall that can really help um grow their sort of bus basket size and overall um experience as well um online and then for our in-store customer um a lot of our clients are using third-party data enrichment um so experian is an example of that um and it allows our customers to fully understand um the demographic of their customers who are living in the stores um local area and this really informs sort of things like their family makeup um how old they are and the type of disposable income as well of people living in that local store area so they can make informed decisions on their buying and planning and merchandising as well and inform the type of products that they can stock in those specific stores as well so an example for perhaps like rip curl if they know that there’s a lot of customers in the area that have young families um you can start stocking more sort of kids wetsuit or kids products in that local store area to help um yeah with um issues with stocks moving forward yeah definitely and and that’s super insightful and i guess um dan i’d i’d love to get your thoughts i mean obviously you know you’re using a lot of this tech stack and everything like that so i’d love to know you know what a rip curl doing and what methods are you using to ensure that sort of seamless end-to-end experience from your side yeah 100 um yeah so yeah it’s great to hear um our partners who we already work with and to hear the other side of the equation but i know for us specifically say with um uh the the whole end-to-end experience it obviously starts with um search uh search functionality and merchandising so um yeah we use search ring a lot for that and they do a great job and it makes our life a lot easier we’ve come from a previous platform which um we couldn’t use that and going from that to this is just a whole world of difference and so um we’re always trying to implement um you know changes and we’re learning how to utilize the system more and more but we basically it helps us merchandise our pages we can put boost rules on there that we can set and tweak we can also curate our search terms so that you can have synonyms come up so there’s no zero search results um ever coming through we’re wasting people’s um we’re missing that opportunity we never want to miss those opportunities um and uh yeah we can also curate what they want to see we can make collections and um from there we can try and make the the experience from there through to check out as frictionless as possible and um yeah this is something that we’re always working on but we’ve definitely come a long way uh and so just give you one example for example wetsuits so we might have different obviously there’s different thicknesses of wetsuits so if somebody is in a given location you could um merchandise that based on their thickness um then we can also set based on the time of year so right now we’re still in kind of the end of the winter kind of season for us mate mostly so we could boost our winter collection which is called flash bombs to the top and then we could boost our e-bombs which is our more summer ones under them we could then do other boost rules such as days old so our newer ones are first we could do uh in stock or based on stock levels uh then we could sort by thickness based on the weather uh entry systems as it frees our more premium ones and then ga you can do subsort so it can then sub sort based on your google analytics revenue so that all of our best sellers come to the top based on those other uh fundamental boost rules so yeah it’s become very very useful and you can do that by region and by site and um yeah it can work in a whole lot of ways so that’s one way that we um try to work through a seamless intent experience yeah for sure and and um i guess it’s super interesting like being able to hear that from the i guess us providers as well as hearing that from the merchant around how that works on both sides sides of things so it’s really cool and i guess going back um i guess to like you know kind of the the omni channel um side of things obviously if someone’s shopping they walk into a store there’s a staff member there who’s extremely friendly extremely helpful um that’s very beneficial but as we sort of touched on earlier there’s a lot of retailers who aren’t omni channel they don’t have a bricks and mortar presence but they’re really relying on the e-commerce side of things kate i’d love um to sort of know from you how retailers can sort of bridge that gap if they don’t have the luxury of of having a staff member and someone shopping purely online yeah absolutely and i think um just to add on to uh what dan was saying like uh rip curl or a global brand have lots of domains around the world and being able to have that layer of automation and optimization happening uh rather than having to have those individual people going in and trying to self-merchandise each store uh individually and being able to work off those rules is uh super key um uh customer success lead uh jacinda has actually come from two times you um and we were talking um a couple weeks back about how she could rely on search spring to do the heavy lifting and she could go to sleep on black friday and know that anything that sells out is elevating itself down in the room demoting itself down in the results and she was sleeping a lot better during those days as opposed to previously uh when there was a lot of lost sleep during black friday um but on the uh bridging that gap so i think being able to really look at those those different stages on the the website so if we’re on the actual um product listing pages being able to incorporate things like inline banners um to communicate whether it’s those top collections or the brand story or um shipping um or returns or fit guides so those inline banners can be really used and are starting to be used a lot more throughout the site so not just relying on the about us pages the brand pages the shipping pages or the the home page but then also looking at badging so i think badging is great for talking about if you’re in store you know something is low stock and you should purchase it now um versus being able to have on a badge whether something is last chance or low stock or a new product or a best-selling product or a top review product i’m really starting to look at what are those badges so it can communicate when you’re looking at a page that might have 50 products on it how do i kind of determine which one that i should be kind of adding to cut and ultimately checking out on i think bed threads do um a really great experience from the uh search bar auto complete of incorporating content so they’re from the journal content is a really like making that relevant searchable content to the search terms so if you’re searching for sheets then you can navigate through all of their blogs on on their sheets um so very relevant they’re really nice experience between having that educational content for those shoppers that do want to understand more about about the product it’s a premium product um and so i think they do it really well and i think reviews is a key part of that as well so take when i’m buying pet food from uh pet stock for example so when it comes to the actual brand of food for my darling king charles payne um he gets real canaan i know exactly what i want i want to find that as quickly as possible but then i’m the perfect shopper to upsell to but i want to find the treats and the toys that are those best sellers or top reviewed i’m not a price puncher shopper when it comes to buying the treats or uh the toys i do want those best sellers and those top review products um and i think when i then go across and look at the fashion brands that i frequently shop at i want to see what’s new not um the best sellers that i’ve seen lots of times before so i think really understanding those different shoppers and the different types of products that they’re looking for and whether they’re browsing around on site or whether they’re wanting to get straight to that product and check out quickly on and i think then really looking at a b testing to say well we think these are the messages um that work and connect best with our shoppers but a b testing those different strategies to really see what starts to convert as well
for sure and um so did you want to give a little bit more insight into that side of things as well dan because obviously i mean we have sort of touched on that but love to get a little bit more insight into that from you as well yeah 100 um so yeah i guess it is a challenge that we continually always work to improve as well um but i guess the classic example that comes to mind is a promo product like you know when you go in a store i used to work in stores as a teenager and a young adult and then you know you get judged based on how how hard are you pushing to get the add-on products and that’s something that when i come into e-commerce i realized that that was really hard to do to match in stores these add-on you know purchase with purchase kind of offers and it’s taken a bit of working to get these things into play to be this kind of unified commerce kind of um you know entity but uh we’ve built in a promo mechanic into our website now so that you’ll have a mini cart and you can see where you’re up to have you qualified for free shipping and then to spend a little bit more have you qualified for that promo at that threshold and then when you do hit that threshold it’ll pop up now and say do you want to add this drink bottle for 15 bucks instead of 30 or whatever it is or a towel for free if you go over this price or whatever and those um those promo mechanics have yeah it’s a massive increase that we’ve seen like yeah huge um so that’s another way that we can kind of um bridge the gap between that physical and and online experience where in the past it’s been a bit harder um and yeah the ability to also merchandise and curate search terms uh to give the customer the highest chance of finding what they’re looking for as well because you don’t have the luxury of of them being able to ask a staff member where’s this where’s this top or where’s this um pen or wetsuit or whatever so um we need to be able to show them what they’re looking for before they bounce for sure for sure and i just wanted to on that note you know while we’re talking about omni channel i’m just going to remind everyone to make sure that they drop their uh best customer experience in and you’ll be able to use those vouchers either in-store or online as you choose so please don’t forget to do that but i guess on that note and it’s it’s probably an unavoidable topic and we’ve touched on it a couple of times but now that lockdowns have sort of gone um and and major restrictions are over um and and kate i sort of wanted to to gather your insights um around this obviously we’re seeing this big um you know kind of well i wouldn’t say it’s a big shift because you know people are having the luxury of of utilizing e-commerce more but we’re starting to see this shift where people may not necessarily want to wait for a product to be shipped they might want to be able to um you know click and collect um and and avoid um you know avoid necessarily having to wait for something and they want to be able to get it in their hands right now um obviously that can sort of result in you know dropouts or or you know disruptions in in stats around uh abandoned cart rates etc um i’d love to know you know a little bit more and you’ve touched on it but really specifically how brands can sort of streamline streamline that checkout process yeah absolutely and i think we could talk attribution and data all day and they have a separate webinar for that it is really tricky um and especially you have retail store managers they have their goals and their targets and e-commerce managers have their goals and their targets and we work with some brands that are very happy to have shoppers looking online and driving them into store and they don’t mind where they convert but it is very challenging then for the e-commerce managers that have those conversion goals and revenue goals um and then the in-store and and so it’s looking at how we kind of bridge those those friction points of two competing strategies and i think click and collect does really help with that um so i think uh it really will come down to the um the uh actual retailer and if they have in store what is their strategy and getting really clear on that strategy first and foremost um between that online and in store because i think more and more people are going back to store and so it’s an important piece of the puzzle and i think loyalty programs can really help with that and understanding the the data so i think e-commerce absolutely has its place and shoppers will maybe even for if they’re purchasing for the first time with a brand they might want to go in store and try it on and find their size but then they want to transact conveniently um e-commerce moving forward and really understanding those different shoppers in the life cycle and stages of those shoppers um but i i also think that um uh really how can you take away those friction points on site and build that confidence up and i think that’s where reviews plays a super important part so um reviews having a very clearly laid out pdp with the right information that shoppers are actually looking for to build their actual confidence in getting them across the line to that checkout and then i think things like looking at the data what is triggering any returns or any support queries uh or what are those questions that are coming up that you can start to kind of answer on the front foot before waiting for those um questions to actually come in and i think one of the really uh simple uh examples there is things like fit guides uh we have a um shopper that um has a jeans category and so actually have like a um a guided quiz on finding the right pairs of jeans when you land on the results they use inline banners talk about their size guides and their fit guides um and so i think really kind of helping kind of take away some of those things that would stop you from actually getting across the line uh and checking out we always say make sure it’s not a really busy it’s very nice to upsell at the checkout level and we see some brands do it really well but we also don’t want to confuse the process and actually stop them from taking action as well um i think having the different payment options is super important um but sometimes there can be too many options again and it can become all uh too overwhelming um and then i think um we also just announced our um clavio integration as well for um uh being able to take what they’re doing so if they’re searching for something and they do drop off being able to communicate with them to try and get them back onto that buyer’s journey as well um and there’s been a lot of real interest in them so really kind of focusing um if they stop checking out uh how do we try and get them back onto that buyer’s journey and then if they do check out how do we get them coming back to um site again and again uh through effective kind of strategies as well yeah definitely and and dan i’d love to um you know sort of get your thoughts around that changing shopping behavior obviously you would have seen a lot of trends a lot of data particularly within rip curl um what do you think we’re gonna see more of as we head into peak sales season i mean um black friday cyber monday um all of those events are sort of just around the corner um you know peak gifting season all of those sorts of things are coming up and you know i’m sure that everyone who’s watching would love to hear some insights from you um around that and what you’re expecting to see um with that sort of online versus in-store versus a combination of both through omni-channel 100 um yes so like what’s been really obvious to us recently and i believe we’re not alone here as i’ve talked to a lot of people that are in similar positions is that um that trend of customers really do they are wanting to go back into stores post lockdowns and this can hurt online conversion but i guess to think about it holistically if if you’re an omni channel business like us it can help the overall business as much as it can be painful for me personally so the focus there can be assisted conversions which can be measured in google and or we can try to present the brand message as well as possible to ensure that when the customer is online doing research to buy in-store they can find everything they need like you say on the pdps to reassure them of their purchase before they do so and i think um yeah the final piece of that puzzle there is really integrating all systems between channels like we talked about at the start um to be uh focusing how we can um to be an online uh kind of like unified commerce like wherever you wanna shop by channel all the systems need to be able to talk to each other and i think that’s a bit of a scramble for a lot of businesses at the moment to try and get all of our systems to speak um so i think yeah the trend that i’m expecting and has already obviously um been happening a lot is um going towards click and collect shipped from stores finding stores all these kinds of things will be more and more important um heading into peak i believe and will create a more and more seamless experience um yes that’s that’s that’s what i foresee so far yeah yeah sorry sorry to interrupt that dan and um i mean you know speaking of omni channel obviously we’ve got lexa here we’ve got ivana here ivana i’d really um you know love to get a little bit more of an understanding around um how you help customers you know in particular like rip curl actually track that omni channel experience and ensure they’ve got full visibility over that journey yeah and to sort of what dan was saying um before you know trying to organize your data and just trying to create a unified profile is something that can be quite challenging and for us alexa there’s a few key challenges that we try to address and capturing that um in-store data is a really important component of that because you’re not just seeing a portion of the customer journey but you’re seeing the overall shopping journey both online and also in store and so for you know kate mentioned earlier for some clients um you know they use loyalty program to capture more data um and membership pricing is a great example of that for people to capture more data in store and lexa actually collects that information and are able to unify both their offline data but also the online data as well to create a single customer profile and to just understand as an individual as a customer what’s the overall you know customer lifetime value as a customer and another key challenge that we try to address as well is how well you know is your digital marketing campaigns um performing you know we can understand um in-store how well that’s performing but you know understanding that offline sale is a really difficult challenge and lexa we have an api tool essentially that allows you to push that offline customer data back onto facebook or google to just really understand the overall impact of their paid media strategy and you can also optimize as well based on which channel is performing and we found that through that there’s a large sort of transparency across both online and in-store and we also found that um there’s actually a high um number of revenue sort of being driven in store after the digital marketing campaigns um so it’s a really um it’s a really important tool to be able to um get that full transparency across all channels yeah definitely definitely and i i think in in that regard and i mean you touched my ivana kate you you certainly touched on that in terms of reviews playing a big part of you know driving omni channel whether it’s in store um or whether it’s e-commerce specific or a combination of the two with omni channel um and obviously kate you know we’ve we’ve got quite a few clients that take advantage of that search bring and reviews i o integration um you know coco black being a good example of that i’d love to to sort of know from your side of things obviously you know typically we see an increase in in-store visits online sales you know increased aov with you know user-generated content and reviews but i’d love to know a little bit more specifically around that integration and what your thoughts are and how you know it helps with those things yeah absolutely so we know that top review products typically convert really well right so that’s good stock availability and size curve availability and all the other things that go into conversions but um on the whole top review products convert well um so we want to help shoppers find those top review products as easy as possible so um do we have the ability to sort on top review products uh do we have the ability to filter down to the four or five star review products um and then are we elevating automatically top review products to the top of our results through merchandising strategies so um and we know that that can all drive conversions um so let’s make those products as findable as possible and let’s automate that as much as possible as well and i think where it really kind of adds that conversion as we’ve touched on before is building that confidence so that the shoppers are comfortable in purchasing um and then likely to buy more as well at the same time i think those top review products are also less inclined to be those discounted products as well so um which uh all goes into having a nice healthy aov too so let’s get those great products that sell really well that we don’t need to discount and make the them as easy as possible for shoppers to get to uh and navigate and i think having a really good review strategy is part of that so how we’re collecting reviews how we’re encouraging reviews and it’s great to see all the examples coming through in the chat of how brands have been uh getting those reviews to be coming through um to help other shoppers navigate to those products and ultimately buy more yeah definitely and and i guess following on from that kate it’s like a large part of what search springs offers is that personalization and those recommendations um how does search spring make those right recommendations to their shoppers yeah absolutely so with personalization we cover that in uh three core areas so the first one being personalized search and personalized category merchandising so if you’re a retailer starting lots of brands and me as a shopper i’m searching around and looking at a specific brand showing more from that brand as we go through the search results um all the collections if i’m shopping for furniture and i’m shopping for a dining room furniture this time showing me more of that dining room collection as i click around inside um and that’s all want to be driven on ai machine learning shop and behavior what have other shoppers that have looked at these products gone on to purchase then we look at product recommendations so in fashion complete the look the model is also wearing we want to show similar products to make sure that they convert on that type of product that they’re looking at but then showing complementary products as well so what does this go well with um and letting that um ai machine learning do that heavy lifting so not needing to go in and manually create every product that this should go with this this and this showing um things like whether it’s recently viewed or personalized to the shopper so what have they purchased previously then what about the shop has gone on to purchase as well so uh in if we’re talking furniture it might be complete the room complete the set we’re talking um with rip curl then it might be like you can complete the surfing adventure right so how do we really get focused on on growing that um uh average order value so with recommendations what we’re really looking for is how can we help shoppers spend longer on sites look at more products and ultimately add more to cart convert at a higher level and a higher average order value um if you’ve got shoppers that come and buy a certain product time and time again how can you then start to introduce different products to them uh as well so that product recommendations piece is key and um as as daniel was saying being able to have like that cart level upsell as well that’s taking an 80 order to 100 order each time right and when you times that by the number of orders that we’re doing every week that can have a significant impact um and i think particularly going into that peak um sales season that’s coming up really looking at how can we get focused on growing that average order value if it’s right for for the brand and the types of products uh obviously that are um being sold online and then the last piece of the puzzle as i mentioned was then taking that um email integration um with claibio and being able to then take what shoppers are either searching for or purchasing online and driving those hyper relevant uh recommendations into that email marketing strategy as well um and again with a real focus on that conversion and um creating those shoppers that are either browsing around into those transacting shoppers and then how do we create them into those loyal shoppers that keep coming back time and time again um as uh ivana was talking about that lifetime value of the shopper we know black friday often triggers a lot of net news shoppers to a site as well as repeat poppers so how do we turn those like um net news shoppers into repeat shoppers post black friday and that has to be a key part of every black friday strategy yeah definitely definitely and you know we’ve all sort of spoken about this change in in consumer behavior that was triggered mainly by the pandemic i mean i think there’s people who’ve probably never shopped online before who you know now became avid online shoppers um and obviously because of that you know retailers are able to collect large amounts of data about those shoppers whether they’re new or existing how they’re purchasing what those purchasing habits look like ivana i’d love to know in what ways retailers can use this data uh going forward um and i guess in in relation to what we’re talking about with you know the sales season coming up and a huge retail season coming up um what what ways can you know consumers use this data um whether it be reviews or whether it be data that’s particularly around audience types etc yeah there’s like um you know during that time there was an overwhelming of data that was being collected around that time and for us you know we help our clients make sense of the data that they have to work with and we sort of develop a framework using um acquire grow and retain to look at the overall customer lifestyle life cycle journey at a more sort of holistic level and to just really understand okay you know is this a new customized it’s a returning customer how many times um has this customer purchased with us and when we have that sort of clear view of the customer and the different types of customers that we’re dealing with we can really understand and implement some strategies around that to help them grow their customer and but also to nurture as well if they haven’t yet purchased so um you know we know that it’s often more expensive to acquire new customers than it is to really encourage that repeat purchase um so like kate said you know once we’ve acquired them during black friday how can we really sort of grow that customer during non-sales period for example so it’s really important to kind of consider that and to find ways to help grow the overall average order value as well so personalization is a key part of that and kate mentioned that earlier as well how important personalized experience is to really help them feel special and feel like they’ve got you know an easy way to get to the checkout and to get what they want um so in creating that personalized sort of one to two time buyer journey um is important as well so looking at you know previously what they’ve purchased um and we also have um you know ai modeling as well to understand what they’re more likely going to purchase too so we incorporate those strategies into the email communications and also any digital marketing campaigns across paid social we can really try to help increase the overall engagement with the actual content but also conversion as well and you know with things like reviews and social proof um it really helps boost their overall engagement as well and we’ve found that clients that include reviews and social proofing in their email content or digital marketing content it really helps increase the overall engagement and conversion as well for those customers yeah awesome that’s that’s super insightful and i i hope um everyone today who attended has certainly been able to pick up a little bit about how to drive the ultimate customer experience as we mentioned um in e-commerce we’re coming into you know the busiest period of the year so i hope um the the panelists insights um were incredibly helpful um dan obviously those insights coming directly from rip curl were incredibly helpful um i learnt a lot from that so i really really appreciate it so i just want to thank everyone for attending now before we go um i haven’t had time to go through the chat obviously um being the host but i just saw there’s like 50 comments so i haven’t had time to be able to um pick a winner but there’s a lot of great insights in here so i might just jump over to you anastasia if that’s okay if you wanted to be able to pick two winners from the group as we mentioned with those rip curl vouchers you’ll be able to use them either online or in-store or a combination of both with an omni channel experience so um yeah thank you so much everyone for attending um if you’d like to reach out to any of us we’ll follow up with a bit of an email with our linkedin you know you can reach out to us and connect with us on linkedin or by email et cetera et cetera but thank you so much everyone for attending and anastasia i’ll pass over to you um thank you again to the panelists and anastasia cool so we had so many entries i was just reading them all and it was very entertaining and i started adding some brands to who i need to look up after but um i’ve really i’ve chosen to the first one is natalie wallace she wrote about her experience with milk run now she said she received her order there was a free chalky inside with a handwritten note by the driver and also a hand-drawn drawing which you know when you’re a company that’s trying to scale little things like that sometimes don’t become front of mind so i’ve also experienced with milk run um they’re really great they do keep you updated so i think that’s definitely one we should give the voucher to so congrats natalie and then the second one is annabelle with go to skincare so um she said you know they’ve got amazing content fun and relatable brand voice reviews great use of badges on plp free samples and rewards now reason i’ve chosen that is you know there’s so many little things you can do from a customer experience standpoint but really customer experience is about the whole brand as well so from content to reviews to rewards so um that’s why we’re giving that one to you as well and annabelle so i’ll contact you both after this session to give you that voucher thanks for all your submissions everyone [Music]
