Retail Marketing Automation and OmniChannel Retail Experience

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Omni-Channel DigitizationMarketing Automation
Platform
RETAIL
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Agenda
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Current Trends in Retail
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The Buyer Journey in Retail
Source http//www.slideshare.net/mihaidragan/what
-is-omnichannel-retail-past-present-future
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The New Age Buyers Surveyed
Source https//assets.kpmg.com/content/dam/kpmg/p
df/2016/02/omnichanel-retail-survey-2016.pdf
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Stock Research in Retail
Source https//assets.kpmg.com/content/dam/kpmg/p
df/2016/02/omnichanel-retail-survey-2016.pdf
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Customers want a 360 Degree Experience
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Omni-channel Retail The Evolution
Source Delloites Store 3.0 Study
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Omni-channel Retail Experience
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Use Cases in Retail
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General

• Omni-channel engagement across Mobile, Web,
  Social etc.
• Deep Analytics and making the Big Data actionable
• Tracking user behavior across channels and taking
  action either on demand or campaign based
• Identify which channel is more effective Web,
  Mobile
• Integrating offline, legacy, transaction data
  with data generated through new age devices to
  launch new use cases and campaigns
• Launch new use cases and campaigns in days
  weeks
• Ability for Business/Marketing team to launch
  campaigns without having any dependency on
  Development team
• Monitor effectiveness of campaigns

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User Acquisition

• With in-app referral campaigns turn customers
  into marketers as they bring in more users for
  mutual benefits
• With geo-fencing, attract mobile customers into
  the store by sending attractive offers and alerts
• Share Happy moments on Social Platforms
• Facebook remarketing for customers having similar
  attributes as your highest converting audience

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Engagement

• Assisting Onboarding through InApp messages and
  push notifications
• Analyze your users specific characteristics,
  interests, and activities to differentiate
  between whos making a purchase and whos just
  window shopping
• Reduce cart abandonment by sending right push
  notifications at the right time
• Empower in-store sales reps with internal apps to
  make shopping more convenient
• Post Sale send notification to user to
  rate/review product or purchase experience
• On the spot coupons to run flash sales with time
  expiration Example Purchase by 4.00 PM to
  avail a discount or special price

• Target affluent areas or areas where middle class
  generally live
• Live Chat Assign a rep or allow your users to
  have in-app chat discussion with your
  representation
• Get Net Promoter Score

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Gamification

• Assign achievement badges to customers based on
  their activities, for instance, shopaholic,
  shopper of the month, etc
• Incentivize or reward users if anyone in their
  contact list makes a purchase
• Make shopping more fun by enabling users to add
  their buddies and exchange messages in real-time
• Induce competitive spirit with social
  leaderboards such as top spender of the month,
  top products, etc.
• Notify user that on social share they are
  entitled to get reward points in the app

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Conversion

• Recommend other products to your users based on
  item similarity and user similarity. People who
  have purchased this have also purchased that
• Tracking the user behavior based on events and
  recommending
• Users who have not made any purchase for past 1
  month, send re-engage notifications
• Target based on Demographic parameters
• If the customer clicks on a particular banner,
  tutorial, button Automated email to be sent to
  the sales rep so that he can engage with the user
  right away

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Prediction Analysis

• Based on user data, forecast the customers
  propensity the likelihood of making a purchase
• Reduce cost per user by acquiring new customers
  by targeting prospects that are most likely to
  respond favorably
• Categorize the customers based on their
  expenditure bracket and send personalized push
  notifications for better conversions
• Propensity to churn
• Propensity to by another product Enabling cross
  selling

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Partner Integration

• Enable integration of CRM, accounting, billing,
  marketing and other legacy systems to expose them
  as APIs
• Introduce digital wallets to help customers get
  off the long queues with quick payments
• Superior inventory management by integrating
  internal app with all the vendors and other
  regional stores

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Sales Force Automation

• Manage monitor Sales field force for enhanced
  personalization
• Monitor Sales Rep Productivity
• Availability of accurate and timely actionable
  sales data
• Competitor intelligence
• Awareness about discounts offers
• Gamify based on no. of customers met in a day in
  each store and get achievements which later can
  be redeemed through Rewards
• Activity reports
• Quota reports notification
• Allow them to quickly figure out the interests
  based on the previous purchases and present
  personalized offers
• Enable them to find out the detailed info and
  stock update across all stores with internal apps

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ShepHertz App42 Platform Overview
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Why ShepHertz

• - One Stop solution
• Omni-channel Platform Supports 18 Native
  Platforms
• Big Data - Leverage Real time data generated by
  New age devices as well offline
• Time To Market - Launch use cases in hours than
  in weeks
• End-to-End Solution - Single provider which
  offers you all the services with committed SLAs
  and transparent/predictable pricing
• API driven so existing investments does not get
  wasted.
• Dependency of CMOs, Marketing Product Heads on
  Tech is removed
• Expose protected resources as APIs To Partner
  Apps and systems
• Deployment Model Public, Dedicated, Hybrid
  OnPremise

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Continual Transformation Environment to build
Omni-Channel Apps
Launch Use Cases Campaigns on Omni-Channels
Mobile, Web, Social, IoT, Wearables, TV,
Kiosks/ATMs
Backend API Services
Gamification
Automation Actionable BigData
Integrate with other Apps by Exposing APIs
Big Data
App Behavior
Legacy Apps
Real Time
Offline
Transactional
External Apps
Unstructured
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Challenges Constraints
Need to interface with multiple Cloud Service
providers
In context seamless transition of consumers
across Omni- channels
Leveraging BigData - User Acquisition, Retention,
Engagement Conversion
Leverages Compliments their legacy applications
Ever increasing customer expectation Expects
new services in weeks
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App42 Cloud API - Services
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Actionable BigData- Everything you need to grow
your App
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App42 API Gateway Comprehensive API Management
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Verticals
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Server Locations
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ShepHertz App42 Platform Deep Dive
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App42 Cloud Ecosystem
800 APIs 30 Cloud Services
Actionable BigData
Realtime Messaging System
API Management
IaaS Providers IBM, vCloud Air, AWS, Azure
Hybrid
Enterprise OnPremise
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Real-time Actionable Analytics
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App42 Actionable Analytics
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App Engagement and Retention
e.g. - Trigger In-App Message if a User stays on
a page for more than 30 seconds
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Behavioural Segmentation
e.g. - Users of Age 25 from New Jersey who
started the App today but did not make a purchase
Advanced Segmentation based on Multiple Events
and User Properties
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Event Based Achievements

• Create achievements based on certain events to
  increase user recognition and easy engagement
• Assign badges as soon as users do those events
• Get to be creative in the badge design and names

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Session Event Tracking
APP SESSION
DROP-OFF POINTS
EXIT POINT
ENTRY POINT
Send information on DEALS
Send RECOMMENDATIONS
Send information on OFFER S
Engaging the user during these in-session drop
off points based on real-time analytics
(Enhancing in-app Personalization)
Engaging the user at the exit point based on his
current session activity
Engaging the user at the entry point (can be
based on past session)
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Campaigns

• Run Ad Campaigns
• Set Real time In-App triggers to boost Conversion
• Run Retention Campaigns
• Schedule highly targeted Push Notifications
• Run Chain Campaigns to progressively bring Users
  down the Sales Funnel

To run chain campaigns

• Another Event
• A/B Test
• Custom Code
• URL

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Dashboard

• Comprehensive Dashboard
• Customizable
• Daily Metrics Mails
• Deep dive based on interest

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Omni-Channel Dashboard

• Real-time App Installs
• Current Active Users
• Average Session Time
• Total current events

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Web Push Notifications

• Ability to Add Channels The greatest thing about
  triggering the opt-in box to the user to click on
  allow or block is that you can enable them to
  choose the channels they would like to subscribe
  to instead of opting for all the notifications.
• User Segmentation In addition to enabling the
  users to choose channels, you can also segment
  them according to their demographics, behavior,
  activities, device type, etc. This further
  enhances your targeting and increases the
  conversion of your push messages up to 75.
• Push Automation It is difficult to send out web
  push manually every time your user does any
  desired event. With the ability of marketing
  automation tools, you can create events that you
  consider are important and you may go ahead and
  create campaigns based on those events. 

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Unified Notifications

• Target customers based on User Behavior, Events
  Properties, Offline Data
• Rich Notifications
• Classification of users Predictive
• Schedule
• Campaign Based
• Personalized
• A/B Test
• Geo Target/ Geo Fencing
• Configure Badge Sound

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Push Geo-Targeting Campaign Management

• Push Campaign for Geo Targeting
• Interactive map for selecting the users in a
  particular location
• Select Country, State, City to send targeted push
• Getting Geo location of various users and then
  segmenting them to send targeted Push messages
• Campaigns can be built for automated targeting to
  the users on the specific geo locations

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Push Geo-Fencing Campaign Management

• Push Campaign for Geo Fencing
• Interactive map to select the multiple Geo Fences
  
• A fence can be as small as 50 meters (Close to
  SBI Banks or ATMs)
• Users can be targeted based on following cases
• Entering the fenced area
• Exiting the fenced area
• Dwelling inside the fenced area

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Define Multi-level Segmentation
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Insights Active Users (DAU, WAU, MAU) Set Goals
Get trigger mail
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Insights - Funnel Analysis

• Create user flows - track drop off points
  Target
• Get accurate analysis of the screens where users
  mostly lose interest
• Create specific campaigns to target them to move
  them further into the funnel for increased
  conversions

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Insights - Cohort Analytics Retention Marketing

• Track returning users with smart cohort analytics
• Analyze the days having majority of non-returning
  users
• Monitor the activities accordingly
• Plan personalized campaigns to bring them before
  they churn

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Insights Avg. Session
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Insights Installs Un-Installs
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Campaign Push, InApp, Survey, Social Post,
Email, Virality, Lead Generation
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Campaign - Push

• Event based rich push notifications (include
  HTML, images, sound and badges, videos)
• Geo-target people with location based push
  notifications
• Create unlimited geo-fences across the world and
  run campaigns on people entering, exiting or
  dwelling for sometime in the fence
• Run experiments on your push notifications with
  A/B/n testing to try out different copies, CTAs
  and graphics to see which one works best

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In-app referrals

• Implement growth hack in-app referral campaigns
  without any coding effort
• Choose among multiple sharing platforms
• Target users based on different segments to boost
  user acquisition

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On Demand Targeting
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Effectiveness Compare Campaigns
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Predictive Analytics
Supports Classification, Regression, Anomaly
Detection, Clustering

• Features
• Increase Conversion, reduce Churn
• Define your Churn/Convert condition
• Bucket your customers into High, Medium or Low
  likelihood of Churn/Conversion
• Know your bucketed customers related activities
   
• Know your bucketed customers related user
  attributes
• Take preventive action on bucketed segments to
  reduce churn or increase conversion
• Identify Problem Areas
• Retain customer loyalty

Predict
Analyze
Target

• Define your Churn/Convert condition
•  Get the users likelihood of Churn or Convert

•  Know the reason of Churn or Conversion by
  looking at similar customers related activities
• Know the type of customers who are churning or
  converting by looking at similar customers
  attributes

• Target the segments by taking appropriate actions
• Send Push notifications, In-App Campaign or take
  other actions to reduce churn or increase
  conversion

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Prediction Analysis
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Remarketing - Facebook
Added to custom list based on in-app actions
User interacts with your app/web
Sees Remarketing ad on Facebook offering benefits
and suggestions
User leaves
Banner prompts that user to return to your app/web
Completes the activities or takes further actions
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Remarketing
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Thank You