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Shoppers - CWI#68

This weeks theme: shoppers - About leveraging on their data, how to think about a strategy taking pla
Shoppers - CWI#68
By Dries Bultynck • Issue #68 • View online
This weeks theme: shoppers - About leveraging on their data, how to think about a strategy taking platforms into account & more.

Pure players are feeling the impact of "shoppers"
De top van de Nederlandse online pure players zoekt naar de nooduitgang | Marketingfacts
Offering e-commerce solutions is a knife cutting both sides. It’s a great customer relation/experience tool to serve customers better (self-service is key you know). On the other hand, unless you can’t offer a different product than others (besides Amazon etc), you’re competing on price. No matter what you say, you just are! From the full keynote of Steven (45min worth watching), these two slides are the two slide you need to take in account.
We trust platforms, so ... why not use that trust?
We trust platforms, so ... why not use that trust?
Can you deliver a great experience without them? Probably yes, but they move so fast and set the standards, that you probably won’t be able to keep in, even in mindset :) So… do both. Figure out a strategy that will take in account using platforms (sales) and building your brand (marketing). Do both by leveraging data
Low priced or end of stock offerings at platforms could be interesting from a product perspective. Yet, if you can afford a longer stretch, you could think about data capture driven offerings to find out if the people on the platform match certain profiles in your data and so on…
In the end, you have no other option than to incorporate the platforms.
It might seem like repeating history and many marketers over and over again.. but here’s why you need to invest in getting to know your customers with the help of some € - this one reason why you need to connect your CRM or data-system with your web analytics (remember, e-commerce, shoppers)
Very few first-time visitors (shoppers) turn into customers directly
Very few first-time visitors (shoppers) turn into customers directly
No need to say you definitely want to understand your customer to be able to aim at the best potential shopper, right? And what do we all use right now to find that shopper? Yep, Google, Facebook, … some of us Amazon, …
Depending on each part of the customer journey a user is currently in (user state), you’ll be able to optimize for that stage. The main question? Are you investing in the right shopper at that current time? It’s something we all dream about and think AI will solve, yet, you’ll need to tackle your analytics framework and storage first (that fits your strategy). After that, AI can assist you. Keep in mind, the probability that the platform will help you detect those shoppers faster than any other tool you’ll ever look at or test is very likely!
oh… and I’m very pleased to finally read this out in the open: channel agnostic, not omnichannel - you’ll always need something tailored to _your_ business, but in the end, you want to cross-leverage you’re insights from data.
Fabletics began as an online-only retailer in October 2013, opening its first brick-and-mortar store two years later. “We wanted to make it about community, product and lifestyle first, then bring customers in via digital advertising,” said Netral.
Fabletics is proudly agnostic about how and where its customers shop: “We’re not using the web site to drive people into the store; we aggregate all our business, online and offline, and figure it all into our financial results,” said Netral.
The stores, which average 1,800 to 2,200 square feet, have proven to be another great data source. “More than 40% of the people coming into the stores are members, so we can track their one-to-one interactions in the physical environment,” Netral noted. Fabletics places iPads outside the store fitting rooms that scan the items shoppers bring in to try on: “We know the customer’s name and the items she has selected,” he said.
Adding a brick-and-mortar channel has been positive for Fabletics. Customer lifetime purchases are 142% higher for omnichannel customers vs. online-only shoppers, and Net Promoter Scores are 53% higher among the omnichannel shoppers.
Fabletics uses its brick-and-mortar data advantage to sharpen online offerings: “We use the store data, including item-level conversion data, to help drive digital decisions, for example around merchandise designs,” said Netral. “On the site, we will feature items with higher conversion rates more prominently, and our upsell recommendations are powered by the physical experiences in the stores.”
Extra win: you can focus on the next step of predictive analytics, skipping the optimizing part of attribution on platforms as you _know_ you’re targeting the right shoppers. You can focus on the backend. Focusing on the clients that _are_ interesting to nurture and predict the probability of spend and growing the look-a-like audience.
Campaign UTM tracking template
For you to use, tnx to Xaveer for sharing this. A simple yet very effective template to tag and thus track your campaigns with UTM tagging for Google Analytics. If haven’t already, this is a good start.
UTM Tracking Template - Xaveer Rumbaut
While you were sleeping
Tesla activates world's biggest battery - YouTube
Google Lens an impressive start for 'visual search'
Lauren Gallo on LinkedIn: “We are now open in…
Interesting reads
How critical is digital word of mouth for your business? | Smart Insights
Advertising Analytics 2.0
That’s it for this week.
See you next week.
d - out.

ps: if you think someone within your organization could benefit from these updates, feel free to pass it on.
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Dries Bultynck

The internet is the best thing that ever happened to me. Really! It helps me to better understand the world we live in and learn as much as I can, as fast as I can in order to be Creative with Intelligence as wide as the box can get. @Parafixio is my playground.

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