TCD 2010 Presentatie Zoomio Optimizing the customer lifetime value

1. THE KEY TO SUCCESS IN E-COMMERCE OPTIMIZING THE CUSTOMER LIFETIME VALUE Zoomio Nederland Ben van der Laan Managing Director Nederland T: 020 497 06 57 W: www.zoomio.nl E: [email_address]

3. HOW TO GROW IN E-COMMERCE Page 

4. HOW TO GROW IN E-COMMERCE Page  Ads PPC Keywords 148,129 61,976 28,480 10,406 7,435 3,549 16,792 11,925 294,651 201,687 16,221 15,579

5. AVERAGE CONVERSION RATE Page  3 %

6. NON BUYERS Page  97 %

7. BUYING ONLY 1 TIME Page  80 % 3%

8. WHAT CAN YOU DO? Page  Get in touch with your (potential) customers

9. WHERE IS THE NEWSLETTER SIGN-UP? Page 

10. WHERE IS THE NEWSLETTER SIGN-UP? Page 

11. WHERE IS THE NEWSLETTER SIGN-UP? Page 

12. HOW TO GROW IN E-COMMERCE Page  Share of Wallet No. of Customers

13. HOW TO GROW IN E-COMMERCE Page  Umsatz via Acquisition No. of Customers Umsatz via Retention Increase CLTV Share of Wallet

14. DO NOT TRY THINGS LIKE THAT… Page 

15. AT LEAST – MAKE IT LOOK NICE Page 

16. EVEN BETTER – BE FOCUSSED Page 

17. EMAIL MARKETING IS MORE THAN NEWSLETTERS Page 

18. Page  Email Marketing is much more than sending newsletters EMAIL MARKETING IS MORE THAN NEWSLETTERS

19. CUSTOMER LIFECYCLE MARKETING Page  Potential Customer First Time Buyer Establ. Customer VIP Reactivated Customer Exclusive offer for you! Be the first to…! Thank you for choosing…! Safe & easy shopping! We miss you!

21. EMAIL MARKETING – 3 WAYS OF DOING IT Page  Event NL Xmas, trade- fair etc. Topic NL Product NL PUSH 1:N Special NL

22. DO NOT GET BORING Page  Promotes products, assortments or services. Example: new ski m odels The focus is on a certain topic Example: Safety tipps for skiing If there is something special, make it special. Example: new brand or saison sale The communication is related to a specific event. Example: Ski opening in the Alps Product Special Topic Event THERE ARE 4 DIFFERENT TYPES OF NEWSLETTERS

23. EMAIL MARKETING – 3 WAYS OF DOING IT Page  Promote Opt-In Potential 1 st Timer 2 nd Purchase Established Premium Prevent Opt-Out Event NL Xmas, trade- fair etc. Topic NL Product NL WF: Sign-up Caputre leads onsite W ork F lows – automated processes CAMP aign – segmented actions PUSH 1:N PULL 1:n/1:1 Special NL WF: Honey Moon Turning prospects into customers WF: 1 st Timers Feedback mails & mollow-up incentive WF: Reactivation After 90 days 180 days WF: Tell a friend CAMP: Product Actions Targeted sales CAMP: UpSelling Sell more expensive CAMP: CrossSelling Sell aditional items WF: Birthday Greetings WF: Premium Program Welcome CAMP: Clear Warehouse Sell overstock

24. CLIENT CASES – THE REAL LIFE Page 

25. PRODUCT – OFFER SUITABLE PRODUCTS Page 

26. PRODUCT – OFFER SUITABLE PRODUCTS Page 

27. PRODUCT – OFFER SUITABLE PRODUCTS Page 

28. SPECIAL NEWSLETTER Page 

29. BE POLITE TO YOUR CUSTOMERS Page 

30. BE POLITE TO YOUR CUSTOMERS Page 

31. FOSTER SALES Page 

32. FOSTER SALES Page 

33. FOSTER SALES Page 

34. FOSTER SALES Page 

35. FOSTER SALES Page 

36. FOSTER SALES Page 

37. FROM „FREE“ TO „SOLD“ - AN AUTOMATED PROCESS Page 

38. CUSTOMER LOYALTY & BASE EXTENTION Page 

39. CUSTOMER LOYALTY & BASE EXTENTION Page 

40. CUSTOMER LOYALTY & BASE EXTENTION Page 

41. CUSTOMER LOYALTY & BASE EXTENTION Page 

42. CUSTOMER LOYALTY & BASE EXTENTION Page 

43. CUSTOMER LOYALTY & BASE EXTENTION Page 

44. TIP A FRIEND Page 

45. PROMOTE ONE-TIME BUYERS TO A SECOND BUY Page 

46. CUSTOMER REACTIVATION Page 

47. SOLVE CLIENT PROBLEMS Page 

48. SOLVE CLIENT PROBLEMS – WITH DATA ANALYSIS Page 

49. SOLVE CLIENT PROBLEMS – WITH DATA ANALYSIS Page  Frequency Score (1..5) Recency Score (1..5) Marketing Activity Score (1..5)

50. OPTIMIZING THE CLTV - FIGURES Page 

52. Fragen? Your questions, please! Zoomio Nederland Ben van der Laan Managing Director Nederland T: 020 497 06 57 W: www.zoomio.nl E: [email_address]