Kahuna webinar with Forrester: Using mobile engagement to drive E-commerce outcomes

How E-Commerce Marketers Can Leverage
Mobile to Improve Goal Conversions By 101%
With Guest
Mihir Nanavati
SVP Product & Marketing
Jennifer Wise
Sr. Analyst

We work with business and
technology leaders to develop
customer-obsessed strategies
that drive growth.
3© 2017 FORRESTER. REPRODUCTION PROHIBITED.

Agenda
› How mobile is today’s customer?
› How do today’s customers impact retailer and eCommerce
customer engagement strategies?
› How can companies harness new tools and technologies to
deliver on these strategies?

Agenda
› How mobile is today’s customer?
›How do today’s customers impact retailer and eCommerce
›How can companies harness new tools and technologies to

Mobile.
Image source: iStock

It’s true: Mobile matters
Source: The “Vendor Landscape: Mobile Engagement Automation” Forrester report.
78% of time is spent in apps
126 minutesspent on a mobile phone daily
25 the number of apps a consumer uses in a month
5.4 billion smartphones globally by 2020

30 billion

Mobile
moments aren’t
just app-based.

Mobile web moments continue to grow
Source: The “A Billion Mobile Sites Spark No Joy” Forrester report.
In some markets, such
as Japan and Great
Britain, more than 50%
of web traffic is already
from smartphones.

And the customer journey isn’t siloed

What exactly is
the mobile
shopper doing?

Mobile moments impact the entire shopper journey
Source: Forrester's Consumer Technographics North American Online Benchmark Survey (Part 1), 2016; Forrester's Consumer Technographics North American Retail
& Travel Online Benchmark Recontact Survey (Part 1), Q3 2016
56% of US mobile phone
users compare prices on
their mobile phones while
shopping in a physical
store most or all of the
time.
51% of US smartphone
users make more
unplanned or impulse
online purchases on their
smartphones than they do
other devices.
29% of mobile phone users
receive coupons/promotions
through their respective
devices at least weekly.
43% of US smartphone
users buy products/services
through a smartphone app
at least monthly.

And mobile expectations abound:
Base: 33,385 online shoppers (18+)
*Base: 44,761 online smartphones owners (18+)
Source: Forrester's Global Consumer Technographics® Online Benchmark Survey, 2016
54% of online shoppers expect companies to have a
mobile app.
First thing in the morning, more than a quarter of smartphone
users have fired-up a shopping app at least once.
75% of online shoppers expect companies to have mobile-
friendly websites.
80% of smartphone users report greater confidence in
purchases after using their phones to research.*

But mobile’s key role in retail today? Impact on other
channels:
By 2021, 24% of
online retail sales
will be completed on
mobile devices.

Agenda
›How mobile is today’s customer?

Mobile.

Old engagement tactics won't work with mobile
Source: The “Vendor Landscape: Mobile Engagement Automation Solutions” Forrester report.
Pre-mobile: Mobile:
Customer segmentWho to target Individuals
Pre-fabricated messages through pre-
planned channels
What format and
content
Personalized content through optimal
touchpoint
Triggered by a company eventWhen to engage Push-based communication triggered by
a customer-led event
Any locationWhere to engage An explicit location
Proactive interactions to serve the
business, or reactive communication to
serve the customer
Why the
engagement
occurs
Proactive interactions to serve the
customer and business

Agenda
›How mobile is today’s customer?

How will you deliver across the customer lifecycle?

What does your strategy need?
Right channel?
Type of analytics?
Optimization?
Learning?
App analytics?
Real-time
data?
CRM?

It’s time to shift
your approach
to mobile
moments.

Key takeaways:
1. Advance from viewing mobile as a channel to the
orchestrator of cross-channel engagement.
2. Embrace the new who, what, when, where, and why of
marketing engagement.
3. Leverage the rights tools and technologies to deliver against
this engagement strategy.

We take the guesswork
out of marketing
TRUSTED BY THESE COMPANIES
We help marketers listen and connect with their
consumers with personalized interactions at scale
to improve brand engagement and drive revenue.
Powered by Artificial Intelligence, we help create
delightful experiences for every customer with
the perfect message, delivered on the right
channel, at just the right time.

CHALLENGE
Attention, not Reach
SOLUTION
Solving the attention problem requires personalizing the
communications at scale
● As consumers, we get ads & messages
from brands every day
33%
use an ad-
blocker
91%
unsubscribe
from emails
46%
opt out of push
messages
● While these messages are reaching us,
they are failing to engage us
● We expect marketers to know us, and
when they don’t, we disengage & tune
out
WITH AI
ACROSS
CHANNELS
LISTENING &
DECISIONING
Sweet
Spot

Agenda
WHO
To target
WHAT
Content to deliver
WHEN
To engage
WHY
The engagement
occurs
IMPACT
Business
results
WHERE
To engage

1. WHO: Target individuals who express intent, not segments or subscribersTHEOLDWAYTHENEWWAY
Granular targeting at the individual level based
on user behavior, with explicit & implicit affinities
collected in real time
Segments created in a batched manner by
collecting lists e.g. subscribers

Everyone gets the same message, without any
context about the consumer’s past actions
Personalized messages include not just attributes
such as name, but also refer to the consumer’s
recent interactions with the brand
2. WHAT: Deeply personalized content, not pre-canned, generic messagesTHEOLDWAYTHENEWWAY
Check out our new deals!
Later OK
Later
Hi Sarah, the Gucci Dionysus
tote you’ve been eyeing has
gone on sale! Grab it now and
get free shipping too.
OK

Trigger sending messages based on real-time
consumer actions and deliver them at individually
optimized times
3. WHEN: Send messages whenever consumers perform actions and deliver them
when they are most likely to respond
THENEWWAY
Start when a user triggers [an action]. e.g.
add to cart and does not trigger purchase
confirmation within minutes using RevIQ.
Messages are sent all at once to a large group of
consumers, creating deliverability challenges
THEOLDWAY
17Apr 2017
3014

Either everyone gets emails, SMS, or push
notifications, or the marketer has to configure
complex workflows to target the appropriate
addressable audience
Consumers get messages on the channel they are
most likely to respond to, while factoring in
addressability & inferred preference
4. WHERE: Send messages on the channel consumers preferTHEOLDWAYTHENEWWAY
We will deliver your messages on the best channel for each user.

Messages that drive the interests of the
business first interrupt and irritate the
consumer, leading to business reputation
damage
Consumers get timely, friendly, and relevant
messages to help them complete their intended
action
5. WHY: Nudge consumers to help them complete their actionsTHEOLDWAYTHENEWWAY

Kahuna powers the new way of marketing
WHO
To target
WHAT
Content to deliver
WHEN
To engage
WHY
The engagement
occurs
WHERE
To engage
Behavioral
Targeting
A/E Message
Optimization
Send Time
Optimization
Optimal
Channel
Triggered
Campaigns

3,558
CAMPAIGNS ANALYZED
1.15%
GOAL ACHIEVEMENT BY CONTROL GROUP
101%
IMPROVEMENT IN GOAL ACHIEVEMENT
2.32%
GOAL ACHIEVEMENT WHEN MESSAGED BY KAHUNA
6. IMPACT: When using Kahuna, marketers increased goal conversions by 101%

Q & A
https://www.kahuna.com info@kahuna.com (650) 443-7749

Kahuna webinar with Forrester: Using mobile engagement to drive E-commerce outcomes

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