How to use data to increase retail purchase. Massimo Fubini - Contactlab Fashion Innovation Week 2019

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PERSONAS & JOURNEYS
How to use data to increase retail purchase
Massimo Fubini CEO & Founder, CONTACTLAB

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
DIRECT EXPERIENCE FROM…

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
SOME OF OUR CUSTOMERS… (since 1998)

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
«ONE STOP SHOP» for fashion retailers
DIGITAL STRATEGY DIGITAL OPERATIONS
ACQUISITION & ENGAGEMENT PLANNING,
PERFORMANCE MEASURING, TRAINING
COMPETITIVE BENCHMARKING
APPLICATION DEVELOPMENT AND INTEGRATION SERVICES
FULL SERVICE CREATIVITY & CAMPAIGN MANAGEMENT
DELIVERABILITY SERVICES
INTEGRATED MARKETING SERVICES
TECHNOLOGY MARKETING PROVIDER
+
CUSTOMER DATA PLATFORM
ANALYTICS / SEGMENTATION /
PERSONALIZATION / AUTOMATION

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
WHAT IS A JOURNEY?

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase

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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase

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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase

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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase

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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
WHAT ABOUT A «PERSONAS»?

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
IN ITALY WE USE TO SAY / DO YOU KNOW THE
«CASALINGA DI VOGHERA»?

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
BUT, LET’S STAY FOCALIZED.
WHY PERSONAS ARE SO IMPORTANT?

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
COMUNICATE WORKS (REVENUES)
Advanced revenues from email openers
Email openers purchasing pattern
Not email receivers purchasing pattern

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
AND SHAREHOLDER’S VALUE

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
BUT WHEN YOU COMUNICATE…
SOMEONE NEEDS TO LISTEN

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
«COMPETITION ON USER’S ATTENTION»
YOU WILL HAVE FEW SECONDS AND LOW ATTENTION
DO THE RIGHT THING

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
RIGHT PERSON
RIGHT CONTENT
RIGHT MOMENT
RIGHT MEDIA

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
THOSE ARE JUST FEW SLIDE
Let’s try with a video

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
OK… FUNNY…
BUT HOW TO UNDERSTAND MY USERS, ONE BY ONE

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
TRACKING (with a CDP)
&
LOT OF TIME AND EXPERIENCE

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
USER ENGAGEMENT IS
1% INSPIRATION
99% TRANSPIRATION

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
BROWSE BUT NO PURCHASE

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
BROWSE AND IMMEDIATE
PURCHASE

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Personas & Journeys - How to use data to increase retail purchase
SPENDING ENTIRE LIFE JUST
BROWSING

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
OK, LITTLE SQUARE, CIRCLE…
BUT IN DETAILS?

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Personas & Journeys - How to use data to increase retail purchase
WE COMMUNICATE A LOT…
BUT NO INTERREST

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
WE DO NOT COMMUNICATE
BUT HE/SHE PURCHASE

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Personas & Journeys - How to use data to increase retail purchase
WE ARE DOING GOOD

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
AND FINALLY A RETAIL PURCHASE
AFTER A MAILING CAMPAIGN & A
BROWSING SESSION

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Personas & Journeys - How to use data to increase retail purchase
NICE…
MORE DETAILS?

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Personas & Journeys - How to use data to increase retail purchase
KEYWORD SEARCHED

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Personas & Journeys - How to use data to increase retail purchase
SOURCE ADV (REFERRAL)

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
WISHLIST

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
PIECES OF JOURNEY…
BUT ALL TOGHETHER?

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
HOW TO USE?

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
5: MONITOR
5
4: ACT
4
3: UNDERSTAND
3
1: COLLECT
1
2
2: RECOGNIZE

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
COLLECT
Customer
Care
Transaction
Analytics
Social Login
Preference
Centre
Subscription
form
Feedback
Campaign
Progressive
Profiling
Identità del
consumato
re

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
RECOGNIZE - UNDERSTAND

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
NOT ONLY NUMBERS

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
UNDERSTAND PRODUCTS & BUYING CYCLE

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
UNDERSTAND CLV

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
UNDERSTAND GEOGRAPHY
Splitofregisteredclientsspending(%)
Splitofregisteredclientsspending(%)
Client Residence distance from shop (miles)Client Residence distance from shop (miles)

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
UNDERSTAND CLUSTERS
CLUSTER 1 – 31%
Low spenders, last purchase 5y ago, mostly foreign
 Re-engaging strategy: e-commerce
CLUSTER 4 – 41%
Low spenders, last purchase 5y ago, mostly
domestic, some MTM
 Re-engaging strategy: services
CLUSTER 2 – 7%
Low spenders, last purchase 1y ago, mostly foreign
 Travelers
CLUSTER 6 – 10%
Low spenders, last purchase 1y ago, mostly
domestic, very impacted by sales
 Savers
CLUSTER 3 – 11%
High spenders, last purchase 1y ago, loyal, retail, not
influenced by sales, MTM, both foreign and domestic
 VIP clients
CLUSTER 5 – 1%
Second by spending, last purchase 2y ago, loyal, e-
commerce, MTM, both foreign and domestic
 Worth nurturing, high potential cross

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UNDERSTAND MARKET CHARACTERISTICS

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ACT

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Fashion Innovation Week 2019
Personas & Journeys - How to use data to increase retail purchase
ACT

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Personas & Journeys - How to use data to increase retail purchase
ACT

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MONITOR

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GRAZIE – THANK YOU!
Massimo Fubini
massimo.fubini@contactlab.com