Today’s episode is an expert panel discussion from the Commerce Accel Conference. The session was hosted by Rosie Bailey, with an expert panel consisting of Ban Parr, Val Geisler, Dan McGaw and Meghann York.

We all know that there have been seismic shifts in the marketing landscape. The iOS 14 update has made it difficult for ad platforms like Facebook to collect user data. The end result is that ads targeting is not as precise as it used to be. But it doesn’t stop there, other policies like phasing out of cookies are going to further reduce targeting capabilities.

We are now officially living in the world of owned audiences. If you don’t own your audience data, it will become progressively harder to market effectively in the future. This starts with building your email lists and communities. Many might say if you don’t have a list already then you’ve missed the bus. But that is not entirely true, you can use the upcoming holiday period to get started on your data collection strategy.

In this episode, our expert panel discusses how marketing teams can actively and passively collect, process and use data to deliver personalized experiences to both customers and prospects. You will get to hear about best practices for personalisation and specific tips for the holiday period. This is a great episode for marketers and merchants alike.

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Here is a summary of some of the most important points made,

• • Zero party data is data collected directly from customers
  • Customers are willing to share their data if they can get valuable offers in return
  • Customer experience is a battleground in eCom and Retail
  • The welcome email to new subscribers should ask questions to get to know them better
  • All data is important to collect, but it is not always useful immediately
  • Using Quizzes can help you know things about customers that you would never otherwise
  • Empathy and Value are 2 pillars in marketing

Covered Topics:

On today’s episode, the expert panel discuss,

• Zero party, First party and Third party data
• Importance of Personlisation
• Collecting and Using Data
• Tips for BFCM
• Advice for Merchants

Timestamp:

• 13:30 – Meet the panel
• 16:40 – Zero party, First party and Third party data:
  • Ben:
    • 3rd party is data you don’t own at all – think Facebook or Google
    • 1st party data is data you track basis user behaviours – think clicks, purchases
    • Zero party data is data collected directly from customers – think data collected from surveys or quizzes
  • Val:
    • Any shop assistant that asks too many questions too quickly leads to an annoying customer experience
• 21:30 – Importance of Personlisation:
  • Meghan:
    • Customers are willing to share their data if they can get valuable offers in return
    • Marketers often get carried away with the technology available by doing things because they’re possible and not because you should do them
• 25:20 – Collecting and Using Data:
  • Dan:
    • Use the welcome email to new subscribers to ask questions to know them better
    • All data is important to collect, but it is not always useful immediately
    • Speak to them in a language that would resonate with them
    • Ask for data from a position that would benefit customers
  • Ben:
    • Using Quizzes can help you know things about customers that you would never otherwise
• 36:50 – Tips for BFCM:
  • Val:
    • Leverage quizzes if you aren’t already
    • It is very important to service your best customers
    • Offer loyal clients to opt out of black friday marketing emails
  • Ben:
    • Empathy and Value are 2 pillars in marketing
    • A lot of buying in BFCM is for giving
    • Many merchants create a gift finder
    • Use a conversational popup – ask a question to help the customer rather than asking for their email
    • Your onsite and marketing strategy should be guided by the question “what is going to help the customer?”
  • Dan:
    • BFCM is a good time to convert more people
    • SMS is great way to stand out from the barrage of emails customers will get
    • Try and collect as many phone numbers as possible
    • Once you do have their numbers, don’t batch and blast
    • Using a text bot can help collect data
  • Meghan:
    • Don’t forget we are still in the pandemic
    • 40% customers want to go to physical stores
    • Retailers need to be everywhere
    • Try and take baby steps towards an omnichannel strategy
    • Pick 2 channels where you will focus on collecting data and connect that data
• 47:00 – Final tips:
  • Val:
    • Go through your website customer journey as if you were the customer
    • It is an eye opening process, you can ask friends or family to go through the process with you
    • Another way is to talk to a new customer and get feedback on the customer journey
  • Ben:
    • Start personalising your email flows
    • You need to increase the chance of visitors opting in during their first or second visit, so that you don’t have to spend much on retargeting
    • Using conversational popups and quizzes helps boost optin rates
    • Use the data you have to personalise your emails
  • Meghan:
    • Think about your offer, promotion that would offer most value
    • Think about what you want to do with data before you start collecting

Takeaways:

• Conversational popups have a higher optin rate than regular pop ups
• Merchants can create gift finders to help visitors find giftable items easily
• A text bot is a great tool to collect Zero Party data

Links:

• Rosie Bailey on Linkedin

Tweetable Quotes:

“Customer experience is a battleground in eCom and Retail.”

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SPONSORS:

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