34 Spring 2013 www.ChiefMarketer.com
Managing the Journey
Through Multiple Touchpoints
is senior director
is top priority
for 51% of retailers
The growth of divergent channels such as social, email
and mobile has made it difficult for brands to deliver
a consistent experience for consumers. Managing the
steady stream of intelligence on customer behavior is
no longer possible via spreadsheet programs and other
consumer-buying journey is realtime and happens across many different touchpoints.
According to Forrester, of transactions made by new
customers, one-third are influenced by more than one
touchpoint, and multiple touchpoints influence 48%
of repeat customers.
To sell competitively and gain brand loyalty in the
age of highly equipped, informed and fickle consumers, brands must service the information
needs dynamically and consistently throughout the
buying journey. Here are 10 recommendations to help
make that happen:
1. Explore, extract and integrate digital data. With
the explosion of media-enabled devices comes the
availability of vast new volumes of consumer
the opportunity for marketers to derive value from it.
This starts with the exploration of data from existing
systems, including POS, CRM, call and fulfillment
centers, ecommerce, social networks, websites, mobile
apps and email. Once gathered in a single location,
this data can be filtered, analyzed and used to drive
real-time segmentation, content personalization and
2. Segment more frequently: With consolidated
and cleansed data from multiple online and offline
sources, marketers are empowered to segment
with more frequency, identifying target markets
with unprecedented precision. Real-time data feeds
streamline the amount of time and number of resources
required to consolidate, extract and analyze the
necessary information for segmentation by behavior
and other customer actions.
3. Message with precision. Along with segmentation,
retail marketers must engage with customers in a
relevant manner by demonstrating knowledge of
preferences, purchase history, context and
buying intentions. Generic batch-and-blast email
campaigns yield little ROI and can potentially damage a
reputation. However, practices such as dynamic
content creation and contextually-based promotions
offer customers a personalized experience that drives
greater engagement and revenue.
4. Optimize customer interactions in every
channel. Although each interactive channel is designed
differently, each must ultimately optimize the
experience in order to drive conversion. Understand the
rules that govern each channel and how people interact
with each medium, and then create content, design and
message delivery strategies accordingly. For example,
optimize email deliverability by understanding specific
inbox spam filters, IP reputation, how people access
their messages via mobile, etc.
5. Test, test, test. While testing is shown to increase
conversion by fourfold, less than one-third of marketers
test on a consistent basis. Today, the availability of
affordable, highly functional online services provides
marketers with easy access to enable quick A/B
for example, content testing, subject line testing, etc.
6. Create multi-touchpoint campaign sequences.
Do not assume a message to
engagement with consumers, particularly with products
that have longer sales cycles.
7. Nurture, engage and service consumers in a
continuous cycle. Understand the intention of the
customer at each stage of engagement through to the
transaction itself, and provide the right level of support
to facilitate her buying journey. A focus on creating a
long-term customer relationship versus a one-time
transaction yields a higher customer lifetime value.
8. Shift focus from acquisition to retention. In the
U.S., only 1% of people browsing online actually make a
purchase, yet 78% of retail marketing budgets are spent
on search and display advertising. Instead, funnel your
efforts toward effective programs that achieve revenue
goals and nurture existing leads.
9. Measure against business goals. Avoid dependency
on superficial metrics, such as clickthrough
rates and open rates, as the true measure of performance.
Understand the ultimate goal with each customer and
use attribution models to determine impact against
business goals such as revenue generation.
10. Be agile. Online consumers conduct product and
price comparisons at an alarming they expect
to find the best deals quickly and easily online. Ensure
that your brand is present and can react quickly to
competitive offerings and online messages. Attract and
retain customers by employing strategies that adjust
to market conditions, such as serving promotions in