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Optimizing the Customer

Experience
Retail & Consumer Goods
The Online Customer Lifecycle &
Best Practices Report

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Content

Forte Consultancy Group Introduction


How We See The Online Customer Lifecycle
Online Customer Lifecycle Best Practices

Our Company
We are data-driven management consulting firm focusing on engagements in marketing,
customer care, and sales-related functions across select industries...
Functions Focused On...

Sectors Practiced In...

Telecommunications

Financial Services

Marketing

Retail & FMCG

Marketing

Focus
Sectors

Business
Intelligence

Customer
Care

Sales
Real Estate

Transportation

Government
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Forte Consultancy Group

Our Places of Practice


We have experience in nearly a dozen countries, managing operations through our
Istanbul and Dubai offices...
Countries Practices In

Istanbul
Office

Dubai
Office

Countries Practiced In
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(Turkey, Romania, Croatia, Saudi Arabia, UAE, South Africa, Azerbaijan, Kazakhstan, Lesotho, Burundi, Zimbabwe)

Forte Consultancy Group

Content

Forte Consultancy Group Introduction


How We See The Online Customer Lifecycle
Online Customer Lifecycle Best Practices

Online Visitor Relationship Ladder


In order to capitalize on such opportunity, we help companies build and grow
relations with their customers

Moving online store visitors up the relationship ladder


provides significant opportunities for growth:

LOYAL

Loyal customers have almost double visit to carts


Loyal customers have almost triple conversion rate
Loyal customers have 10% higher cart value
Source: MarketLive Performance Index

PURCHASED

INTERESTED
UNAWARE

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We identify amount of
customers and prospects in each
stage and define targets as basis
for strategic priorities.

AWARE

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eCommerce Customer Lifecycle


We analyze such relations for eCommerce sites across customer lifecycle

Visited

Subscribed

Viewed Item

Added Item

Abandoned Site

Abandoned Cart

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Returned Goods

Bounced Payment

Paid

Initiated Payment

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Initiated Check-out

Actions & Programs For Opportunities


and develop actions and programs for opportunities we identify across this
cycle

Only about 35%


of visits are
generated from
search engines.

Visited

Subscribed

Around 40% of
customers have 1
and out behavior.

Abandoned Site

Viewed Item

Overall cart
abandonment rate
is around 60%.

Only 9% of visits
end up in carts.

Added Item

Abandoned Cart

Returned Goods

80% of online
customers do
not have repeat
orders.

Bounced Payment

Initiated Check-out

Over 50% of
check-outs are
abandoned.
Paid

Initiated Payment
Source: MarketLive Performance Index

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Decision Quality Maturity Matrix


We add value by putting information at the heart of all decisions and actions
throughout this cycle, as well as identifying and acting on untapped opportunities

Decision Quality

Mature Decisions

Well-Informed
Stage

We help you make most out of


your information base and take
actions based on them

Decisions are not consciously made


Actions do not have consistency
Daily happenings direct business
Key factor for success is luck

Decisions are based on absolute facts


All actions have consistency
Facts direct business
Key factor for success is accuracy

Some decisions are based on facts


Some actions have consistency
Facts direct some parts of business
Key factor for success is focus

Decisions are based on opinions


Actions have limited consistency
Personal motivations direct business
Key factor for success is experience

Impromptu
Stage

Guesswork
Stage

Free Fall
Stage
Maturity
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Content

Forte Consultancy Group Introduction


How We See The Online Customer Lifecycle
Online Customer Lifecycle Best Practices

Customer Segmentation
Most leading retail and eCommerce companies leverage customer insights in
their operations, using various tools, such as customer segmentation

Purchase Behavior

Needs

Demographics

Category Behavior

Office Administrator
Brand Aspirationals
Price Value Shoppers
Trendy Quality Seekers
Price Sensitive Affluents
One Stop Shoppers
Conscientious Objectors

Social Shoppers

Business Reseller

Value-Seeking

Institutional Buyer

Sophie (Older shopper /


empty nester)

Foodservice Entrepreneur
Traditional Club Shopper

Caroline (Young, single


working woman)

Demanding / Experiential
Shopper

Vanessa (Married with


children)

Mom / Family CEO

Variety-Seeking
Brand-Seeking
Simplicity-Seeking
Discovery-Seeking
Quality-Seeking

Active Boomer

Sample

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Collection of Customer Data


Such analytics practices require collection of right customer data, through various
means

Additional Services for


Information

Differentiation of Corporate
vs. Individual Registration

Golden Questions in Registration

Customer Clubs for Information Collection and Interest


Identification

Sample
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Collection of Customer Data


which can range from basic customer identification data to in-depth customer
and social network profiling

Personal Shopper provides highly


customized recommendations and
value added services in return for
detailed demographics, life-style and
preference information.
Sample
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13

Online Traffic Data


In addition to customer data, it is also critical to analyze pure web traffic data to
incorporate Internet user insights into actions

Sample

Seasonal search engine optimization for shopping keyword would result in higher ROI.
Search keyword analysis, as well as traffic source/destination analyses can have substantial impact
on visibility of online stores.
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eCommerce Customer Lifecycle Step 1


First step in eCommerce customer lifecycle is visit to the online store, which
requires effective acquisition activities
Focus Area

Objectives
Create Visits

Visited

Attract different types of visitors to site


using alternative channels and
approaches, providing differentiating
value add

Sample KPIs
Number of Visits per Month
Unique Visitor Count per Month
Advertising Cost per Visitor
% of Visitors Bookmarked Site
Page Rank of Homepage

Guidelines

Use search
engine
optimization
using traffic
insights

Customize
acquisition
approach by
prospect
segment
Utilize
variety of
acquisition
channels

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Provide
additional
reasons for
visiting site

15

Sample Practice
Fast and easy accessibility from search engines can substantially improve
visibility and traffic of online stores

Sample Case
Use search engine
optimization using
traffic insights

In addition to traditional
SEO for keywords
searched, various Google
tools are available
towards increasing web
site accessibility, hence
traffic

In addition to traditional SEO tools, RadioShack uses searchwithin-a-search option of Google to increase accessibility of its
products.

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16

Sample Practice
Providing alternative means for visit attracts prospects with certain
channel habits

Sample Case
Utilize variety of
acquisition channels

Enriching means and


media of access is inline
with the global
telecommunications trend
towards convergence

ebays launch of desktop and mobile version of its shopping


environment increases convenience for customers accustomed
to use of certain tools and channels.

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17

Sample Practice
Visibility in relevant web pages increases brand awareness and interest

Sample Case
Utilize variety of
acquisition channels

Having visibility and


accessibility on sites
where prospects are likely
to be looking for products
is an effective acquisition
approach

On September, ebay launched an Internet browser add-on


which allows customers to compare price of products on any
web site (e.g. Amazon.com, Google.com) with ebay offerings in
one click
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18

Sample Practice
Partner and customer involvement in acquisition allows further and
faster penetration

Sample Case
Utilize variety of
acquisition channels

Referral programs with


business partners, channel
affiliates as well as
existing customers are
effective means for new
customer acquisition

Amazon.com effectively acquires new customers through its


associate web sites, using tools such as Page Recommender
Widget

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Sample Practice
Involvement of partners in acquisition requires well-defined commission
and support programs

Sample Case
Utilize variety of
acquisition channels

Motivation of affiliates
requires both monetary
and non-monetary
benefits

1-800 Contacts provides a laddered commission program for its


affiliates as well as structured support, with dedicated
relationship managers.

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20

Sample Practice
Acquisition of traditional customers with limited web surfing behavior
requires visibility across traditional channels

Sample Case
Utilize variety of
acquisition channels

Kiosks located at relevant


sites and partner stores
can boost awareness and
interest

Thomson uses kiosks located in shopping malls to increase


visibility and acquire traditional shoppers on-site.

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21

Sample Practice
Coalition with online and traditional retailers can result in access to
wider prospect base

Sample Case
Utilize variety of
acquisition channels

Nature of online and


catalog retail businesses
make them ideal
candidates for loyalty
program management

Greenpoints uses online catalog as the foundation of coalition


loyalty program.

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22

Sample Practice
Customized content and merchandising by segment increases interest
and likelihood of word of mouth in targeted segments

Sample Case
Customize
acquisition approach
by prospect segment

Similarly, eCommerce sites


dedicated to certain retail
customers also exist (e.g.
AAFES for military,
DisneyDirect for kids)

Staples provides three different faces to its customers, based


on their segment (e.g. below/over 150 employees, industry).

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23

Sample Practice
Lifestyle and interests of customers can be also leveraged to attract
visitors to site

Sample Case
Customize
acquisition approach
by prospect segment

It is possible to attract
visitors by understanding
what else they are
interested in, and
leveraging relevant
lifestyle concepts

BlueFly attracts fans of Gossip Girl, selling cloths in series


characters closets online.

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24

Sample Practice
Focusing beyond products and providing additional value for customers
can attract first visit to site for many prospects

Sample Case
Provide additional
reasons for visiting
site

Articles, news, tools are


effective means for
creating traffic, if
including relevant content
for targeted prospects

Foster and Smith provides regularly updated articles for pet


owners, creating additional reason for visit for this targeted
segment.

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25

eCommerce Customer Lifecycle Step 2


Once visitor traffic is created, the next step is subscription of visitors, in order to
enable tracking and acting on customer information
Focus Area

Objectives
Subscribe Visitors
Subscribed

Visited

Motivate subscription at first sight,


providing additional value add and good
first impression

Sample KPIs
Subscriber / Visitor Ratio
Total Unique Subscriber Count
Number of Subscriptions per Month
% of Subscribers with Full Data
Duration From Visit to Subscription

Guidelines

Call to
action for
subscription
on landing
page

Provide
immediate
value add
for
subscription
Make
subscription
fast and
convenient

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Promote
competitive
value
propositions

26

Sample Practice
Motivating customers to subscribe from first sight can substantially
increase subscription rates

Sample Case
Call to action for
subscription on
landing page

Landing page has the


ultimate power to lose or
gain a subscriber, which
requires a well positioned
call to action

Market Day calls its visitors to action, by promoting


subscription all across its landing page.

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27

Sample Practice
Customer registration process is a key one, which should collect enough
information to know and communicate with the customer yet still stay
convenient and fast
Sample Case
Make subscription
fast and convenient

Multi-step registration
and drip irrigation
techniques are effective in
collecting customer
information without
causing irritation

Netflix uses a two-step approach to registration, creating


account with minimum information (recording customer email) and requesting additional details for purchase.

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28

Sample Practice
Content personalization is not only a good value proposition for
subscription, but can also increase loyalty once registered

Sample Case
Provide immediate
value add for
subscription

Customization of content
by customer and
maintenance of customer
generated content create
additional reasons for
subscription

Barnes & Noble provides customers ability to create and


customize their own pages motivating subscription in return.

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29

Sample Practice
Building community interactions on-site can motivate interactive visitors
to subscription

Sample Case
Provide immediate
value add for
subscription

Forums, chats and


discussion boards create
ability to attract
customers while making
minimal investments in
content development

Newegg provides access to other customers for technical


expertise exchange, both motivating subscription and building
community loyalty.

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30

Sample Practice
Providing variety of communities facilitate interaction between different
types of people, attracting a greater variety of prospects

Sample Case
Provide immediate
value add for
subscription

Communities developed
around different topics of
interest attract prospects
from different
backgrounds and with
different needs

ebay takes one step further and builds sub-communities with


similar interest areas to motivate subscription and leverage
social networking concept.

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31

Sample Practice
A more basic value add is direct discount or promotions for initial
subscription of first purchase

Sample Case
Provide immediate
value add for
subscription

First purchase discounts


are effective in
subscription, yet require
close monitoring to avoid
abuse

BlueFly provides 10% discount on first purchase, motivating


subscription and use of its online channel.

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32

Sample Practice
Having a unique value offering, such as lowest prices is an ultimate magnet
for prospects

Sample Case
Promote competitive
value propositions

Being the best price


provider is a key
competitive positioning,
which creates customer
interest regardless of
other factors

Overstock capitalizes on the idea of Online Best Prices to


become a preferred supplier for its customers.

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33

Sample Practice
Unique value propositions focusing on various customer needs can
become the reason for subscription

Sample Case
Promote competitive
value propositions

Competitive value
propositions can focus not
only on the products or
prices themselves, but in
the way they are
packaged or delivered

Amazon recently promoted its Frustration-Free Packaging as


an additional value proposition to motivate visitors become
customers.

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34

Sample Practice
Over 70% of customers are interested in in-store pickup service, which can
differentiate multi-channel retailers against pure eCommerce players

Sample Case
Promote competitive
value propositions

In-store pickup is a lower


cost option for retailers,
where speed and lower
pricing can also be
attractive for customers

Circuit City provides in-store pickup for faster and cheaper


delivery of online purchases.

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35

eCommerce Customer Lifecycle Step 3


In order to have subscribers make purchases, the first requirement is creating
interest in items and making merchandise easily accessible
Focus Area

Objectives
Create Interest in Items

Subscribed

Viewed Item

Make items of interest easily accessible


and pro-actively communicate relevant
information on merchandise

Sample KPIs
Number of Items Viewed per Visit
Number of Items Viewed per Subscriber
% of Subscribers Viewing Items
Number of Categories Viewed per Subs.
% of Items Not Viewed for Long Time

Guidelines

Use
effective
and
alternative
categories
for items

Provide
ability to
search with
alternate
means
Pro-actively
recommend
items

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Provide
creative and
instructive
item views

36

Sample Practice
Using alternative categorization schemas for items increase usability and
are proven to increase conversion rates by 34%

Sample Case
Use effective and
alternative
categories for items

Providing alternative
categorizations for
products let customers
reach out to searched
items faster and easier

Schwans provides alternative categorization, making its


products more accessible for customers looking for certain
types of offerings.

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37

Sample Practice
Pro-active recommendations increase cross-sales rates and provide ability to
push higher profit items while providing convenience for customers

Sample Case
Pro-actively
recommend items

Customer specific
recommendation requires
understanding of
associations between
products as well as
customers needs and
preferences

Amazon provides daily recommendations and motivates


customers to share more information in order to improve its
recommendations.

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38

Sample Practice
An effective site search function has substantial impact on accessibility
of items, increasing conversion rates by 40%

Sample Case
Provide ability to
search with
alternate means

Providing ability to search


by various means (e.g.
price, brand, features)
increase usability and
visibility of items

Zappos uses a number of tools (e.g. multi-criteria search,


popular search list, brand newsletter) to make its products
easily searchable.

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39

Sample Practice
Site search is also an effective means for gathering additional
information about customers preferences, which can be used to provide
further recommendations
Sample Case
Provide ability to
search with
alternate means

Customers reveal
important information
about themselves when
searching for items, which
should be effectively
leveraged

TigerDirect provides in-depth search options, while collecting


more information about its customers.

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40

Sample Practice
Information provided about products and how they are represented also
have significant impact on customers likelihood of viewing items

Sample Case
Provide creative and
instructive item
views

Providing detailed
information in a creative
way increases preference
for site over alternatives,
even if products are
available in other sites as
well

Martin & Osa provides 360 degree rotating view of its


products, to increase interest in its site visits and provide more
detailed information.

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41

eCommerce Customer Lifecycle Step 4


Conversion of interest into purchase intent is a key step, where high performing
retailers can increase their bottom-line significantly
Focus Area

Objectives
Create Purchase Intent

Viewed Item

Added Item

Translate interest into action by learning


from customers interests and following
up effectively

Sample KPIs
% of Views Resulting in Item Add
Number of Items per Cart
Value per Added Item
% of Items Viewed but not Added Freq.
% of Subscribers Viewing Items Only

Guidelines

Follow-up
and
promote
viewed
items
purchase

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Identify and
act on
subscribers
using site
for viewing
only

Follow-up
interest in
out-of-stock
items

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Translate
interest into
wish lists for
future
purchase

42

Sample Practice
Products which are easiest to sell are the ones already viewed by
customers, where pro-active actions can have immediate impact

Sample Case
Follow-up and
promote viewed
items purchase

Managing list of items


viewed by customer
trigger impulsive
purchases, while providing
convenience

Netflix keeps list of previously viewed DVDs and enables one


click purchase of these items.

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43

Sample Practice
Subscribers who frequently view products but do not purchase any are
likely to be using other providers for purchases, who can be motivated
by extra value offerings
Sample Case
Identify and act on
subscribers using
site for viewing only

Activation of nonpurchasing subscribers is


possible with the right
value offering, such as
lowered fees for first
purchase

Halifax identifies its customers who havent purchased any


services yet and provides one time refund of its fees.

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44

Sample Practice
Customers who were interested in out-of-stock items are the most likely
targets for these items after replenishment

Sample Case
Follow-up interest in
out-of-stock items

Personalized e-mails after


restock do not only create
good sales opportunities,
but also provide a good
experience for customers

Roots sends e-mails to inform customers about restocked


items, which they could not purchase earlier due to stock-out.

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45

Sample Practice
Wish lists and gift registries translate interest into purchase, even if the
customer is not willing to buy for himself/herself

Sample Case
Translate interest
into wish lists for
future purchase

Gift registries are effective


means for both having full
share of wallet from an
event and getting new
customers

Williams-Sonoma enables registry for weddings, enabling


purchase of added items by others.

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46

eCommerce Customer Lifecycle Step 5


Keeping customers on-site and cross-selling before check-out require pro-active
actions, which can create substantial ROI
Focus Area

Objectives
Create Check-out Intent

Added Item

Init. Check-out

Avoid abandonment of added items


providing convenient transition to checkout and following up

Sample KPIs
% of Item Adds Abandoned
% of Item Adds Removed
% of Cart Value Proceeded to Checkout
Average Item Time in Cart
Average Time to Checkout

Guidelines

Provide one
click checkout

Cross-sell
before
check-out
Make single
item
purchase
faster

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Make added
items
accessible
even if
abandoned
site

47

Sample Practice
One click check-out minimizes the time to proceed, leaving less time for
customer to change his/her mind while providing convenience

Sample Case
Provide one click
check-out

One-click checkout option


should be available across
all pages, to make it
accessible whenever
customer makes his/her
final decision

GAP allows one-click checkout while customer keeps adding to


his/her shopping cart.

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48

Sample Practice
Single item purchase should be even easier, using already provided
information about customer

Sample Case
Make single item
purchase faster

Especially for non-grocery


retailers, one item
purchases are frequent
transactions, which should
be given extra attention

Amazon provides ability to purchase single item right away


without need for visit to check-out screen.

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49

Sample Practice
Shopping cart based recommendations before checkout are effective
ways to motivate impulsive purchase before final action

Sample Case
Cross-sell before
check-out

Recommendations based
on current shopping cart
and not only the customer
history ensure relevance
for both the customer and
the occasion

Amazon makes recommendations based on shopping cart


content before customer proceeds to checkout.

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50

Sample Practice
For customers who will review alternative sites or products, providing
access to items selected earlier can trigger sales in next visit

Sample Case
Make added items
accessible even if
abandoned site

Providing ability to
register selected items
increases likelihood of
purchase later if customer
will abandon cart in
current occasion

Dell keeps a separate My Saved Items list to manage added


items which are decided to be considered for purchase later.

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51

eCommerce Customer Lifecycle Step 6


Cart abandonment is a major issue for eCommerce sites, where convenient
check-out process as well as rigorous follow up are keys to success
Focus Area

Objectives

Avoid Abandonment
Init. Check-out

Initiated Payment

Ensure completion of check-out with


convenient processes and cart follow-up

Sample KPIs
% of Check-outs Abandoned
% of Potential Value Abandoned
% of Abandoned Carts Purchased Later
% of Abandonment to Competitor Site
% of Subscribers with Abandoned Carts

Guidelines

Provide
convenience
and speed
in checkout
Remind and
follow up
abandoned
cart

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Motivate
abandoned
cart
purchase
with
benefits

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Make cart
available in
next visit if
abandoned

52

Sample Practice
An easy and fast checkout step decreases likelihood of abandonment at
this very last stage

Sample Case
Provide convenience
and speed in
checkout

One page checkout with


auto-fill fields is a fast and
convenient way of
finalizing transaction

Ruelala gets all necessary information and enables updates on


one screen during checkout process.

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53

Sample Practice
For customers with abandoned carts, reminder e-mails can refresh
interest

Sample Case
Remind and follow
up abandoned cart

Detailed information
about and direct access to
checkout in targeted emails can facilitate
completion of
transaction

Nordstrom sends e-mails reminding customers about their


abandoned carts, providing detailed information on their
content.

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54

Sample Practice
Providing extra benefits for checking out abandoned cart can motivate
this transaction

Sample Case
Motivate abandoned
cart purchase with
benefits

A multi-step reminder and


benefits system for
abandoned carts can
create the highest
response rate while
keeping cost as low as
possible

Zales uses multi-step approach in its offers, first reminding


customers about their abandoned cart without any
promotions, than offering a discount in second reminder email.
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55

Sample Practice
Keeping cart available for certain duration ensures saving losses due to
technical problems or customers forgetting about their carts

Sample Case
Make cart available
in next visit if
abandoned

In cases where customer


has initiated checkout yet
not completed payment,
likelihood of return is
considerably high

Drugstore.com keeps shopping carts available for certain


period, but clears out later to call customers to action.

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56

eCommerce Customer Lifecycle Step 7


Problems experienced in payment process not only mean lost cart sales, but also
could become a reason for customers lost forever
Focus Area

Objectives

Ensure Payment
Initiated Payment

Paid

Process payment securely and using


alternative means

Sample KPIs
% of Payments Bounced
% of Potential Value Bounced
% of Bounced Payments Abandoned
Payment Attempts per Purchase
Number of Fraudulent Cases Identified

Guidelines

Provide
alternative
means for
payment
Ensure and
promote
payment
security

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Keep
customers
informed
about
payment
process

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Follow-up
and recover
failed
payments

57

Sample Practice
Providing alternatives to bank transfers and credit cards can decrease
likelihood of defecting in case of payment problems

Sample Case
Provide alternative
means for payment

Installments and no
upfront payments are
effective for customers
with limited liquidity at
time of purchase

Louis Vuitton uses BillMeLater service to enable deferred


payment of goods purchased by its customers.

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58

Sample Practice
Providing gift cards as payment alternatives can even attract those who
do not usually shop online

Sample Case
Provide alternative
means for payment

Gift vouchers are effective


for acquiring new
customers and facilitating
payment by alternative
means

Amazon provides gift cards for both retail and corporate


customers, to be used as gifts and incentives for employees or
own customers as alternative means for payment.

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59

Sample Practice
Payment security is one of the key concerns about online shoppers,
where confidence can ensure purchase completion

Sample Case
Ensure and promote
payment security

Guarantee offerings,
backed up with security
certification can
differentiate online stores
in a highly sensitive area

TicketsNow focuses on reliability by proposing unconditional


guarantee and using most trusted security service providers.

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Sample Practice
Providing information about the payment status and details increases
reliability while prompting immediate action in case of problems

Sample Case
Keep customers
informed about
payment process

Detailed and immediate


information on payment
confirmation and
problems is critical in
closing sales

Dell sends order confirmation e-mail to its customers, with


details on payment terms as well as contact information for
follow-up.

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61

Sample Practice
In case of failures in authorization of payments, follow-up and pro-active
recommendation of alternatives are critical

Sample Case
Follow-up and
recover failed
payments

Convenience, alternative
options and immediate
response in payment
failure can avoid loss of
sales

Barnes & Noble informs customer about the authorization


failure and recommends alternatives on how to proceed, in
addition to details of failed order.

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62

eCommerce Customer Lifecycle Step 8


With a first purchase completed, the next stage is to close the cycle, getting
customers revisit and repurchase
Focus Area

Objectives
Create Repeat Visits

Paid

Visited

Identify and motivate non-returning


customers providing additional
information and value add

Sample KPIs
% of Subscribers with 2 Purchases
% of Subscribers with >2 Purchases
% of Subscribers with >1 Visit
% of High Value Loyalists
% of Subscribers with Returned Goods

Guidelines

Regularly
provide new
content and
offerings

Provide
value add
for repeat
business
Pro-actively
take actions
for dormant
visitors

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Recommend
for cross
and up-sales

63

Sample Practice
Refresh cycle of content is a key parameter in visit frequency of
customers

Sample Case
Regularly provide
new content and
offerings

Recommendations,
articles and news can
become reasons for return
if relevant and frequently
updated

Barnes & Noble provides new content and information,


updated weekly, daily and even hourly.

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64

Sample Practice
Frequency of update and variety of promotions are critical in motivating
customer return

Sample Case
Regularly provide
new content and
offerings

Providing pick of the day


promotions or changing
list of discounted items
create reason for frequent
revisit

Newegg provides new deals every day and week to keep its
subscribers coming back.

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65

Sample Practice
Pro-active communication offering additional benefits is also necessary
to reactivate dormant customers

Sample Case
Pro-actively take
actions for dormant
visitors

Showing that the


company cares about
doing business with the
customer and offering
additional benefits can
motivate customers return
to site

Avon pro-actively communicates with its dormant customers


and uses free shipping to motivate re-activation.

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66

Sample Practice
Reminders for special events which commonly trigger sales can increase
repeat business

Sample Case
Provide value add
for repeat business

Ability to set up
personalized reminders
create value for
customers, while creating
opportunities for
additional sales

Oriental Trading lets customers set-up reminders about special


events for repeat business on such occasions.

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67

Sample Practice
Targeted and personalized reminders are effective means for repeat and
periodical purchases

Sample Case
Provide value add
for repeat business

Making one-click offers


targeted at same receiver
and occasion can
guarantee repeat
business

ProFlowers sends personalized (by sender and receiver)


periodical e-mails to motivate repeated purchase of gifts on
common occasions.

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68

Sample Practice
Schemes creating repeat business upfront are effective means for
building customer loyalty

Sample Case
Provide value add
for repeat business

Product of the month


clubs create opportunity
to future-sell products
ensuring relation with the
customer for months

Harry & David gets its customers subscribe to clubs with


monthly product deliveries to ensure repeat business from one
purchase.

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69

Sample Practice
As in traditional retailing, loyalty programs are effective means for
repeat business in online stores

Sample Case
Provide value add
for repeat business

High performing loyalty


programs not only
promote repeat business
but are also used as
means for collection more
customer information for
actions, (e.g. with
registration)

Borders provides a loyalty program with points schema,


including initial subscription benefit to increase interest and
collect additional information in registration process.

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70

Sample Practice
Personalized and targeted recommendations for cross-sales create high
return on investment while avoiding irritation due to overcommunication
Sample Case
Recommend for
cross and up-sales

Identification of neverpurchased relevant


products and their
promotion means
increased share of wallet
and loyalty

Tesco pro-actively sends e-mail to its customers for purchases


in never-purchased categories with extra benefits.

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71

Sample Practice
New product launches create important opportunities for
communications and promotions, which need to be managed in a
targeted manner
Sample Case
Recommend for
cross and up-sales

New products can be


effectively promoted to
customers with relevant
history for re-activation
and quick sales of new
products

Tesco informs customers about new products, which are


relevant to customers purchase histories.

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72

FCG eCommerce Services


Forte Consultancy Group provides services in increasing eCommerce
performance, through effective strategies and tactics across customer lifecycle

Forte Consultancy Group can assist you


Contact us for details at info@forteconsultancy.com
Do you know your own performance across customer
lifecycle?

Are you aware of the untapped potential of your site


and have strategies and tactics to realize them?

We can assist you in

We can assist you in

Definition of eCommerce KPI and targets


Analysis of current eCommerce performance
Design and set-up of performance reporting

Can you use customer intelligence effectively to


target customers and take the right actions?
We can assist you in

Definition of ideal data elements to be collected


Segmentation of visitors and customers
Prediction of site abandonment & churn risk
Analysis of cross and up-sales likelihood
Prediction of customer response to offers
Automation of advanced recommendations
Discovery of main and niche targets for campaigns

Forte Consultancy Group. All Rights Protected and Reserved.

Assessment of eCommerce current state


Re-engineering of customer experience
Design and execution of marketing communications
Design and execution of one-time and repeating campaigns
Refinement of product portfolio and value propositions
Refinement of web site design features

with customized approach for each of following objectives

Creating visits
Subscribing visitors
Creating interest in items
Creating purchase intent
Creating check-out intent
Avoiding abandonment
Ensuring payment
Creating repeat visits

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73

The information contained in this document, much of which is confidential to Forte


Consultancy Group, is for the sole use of the intended recipients. No part of this
document may be reproduced in any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior written permission of Forte
Consultancy Group.

Forte Consultancy Group | Istanbul Office

Forte Consultancy Group | Dubai Office

Giz 2000 Plaza, No: 7/57,


Maslak, Istanbul - Turkey
info@forteconsultancy.com
+90 212 230 9004

Business Central Towers Office #902B


Dubai Media City, Dubai United Arab Emirates
info@forteconsultancy.com
+971 4 439 03 97