1. Unlocking the power of Permission
to grow your online sales
Jeremy Glass Online Retailer Conference
Managing Director Tuesday Sept 27, 2011
Permission Sydney, Australia

3. Revolution: Running shoes
! Stormed the market in 1972 aimed at supporting the
heel and propelling people forward
! Created bad habits and made our feet weak.

4. Heel and toe is a no, no, no
! Runners shouldn’t
be landing on their
heels
! 10%* increase in
Achilles tendon
blowouts since the
70s
* Source: Dr Craig Richards, a researcher at the University of Newcastle in Australia, as outlined in a
2008 article in the British Journal Of Sports Medicine

7. ! Time to get back
to basics and run
how we were born
to run
! On the front of our
feet
! Join the revolution!

10. Online retail’s 3 biggest challenges
! Building without a plan
! Silly behaviour - price
! Technology challenges

11. 1. Building without a plan
Documented
strategic
Plan?

12. 1. Building without a plan
“Only 35% of retailers have a
documented strategic plan”
Business of retail 2011 report
BRW and AMP Capital

13. Online Retail’s 3 biggest challenges
! Building without a plan
! Silly behaviour - price
! Technology challenges

14. 2. Silly behaviour - price

15. http://www.allthedeals.com.au

16. 2. Silly behaviour - price
! Solution – creating ‘value’ and differentiating the
customer service experience:
! Get to know your customers for greater relevance:
• High value – VIP experiences, no need to discount!
• Lower value – Repeat purchase stimulation.
• Service satisfaction – Manage detractors,
leverage Promoters / Advocates.

17. Unlocking The Power of Permission
Adore
Ambassador
Permission Level
Advocate
Love
Referral
Referral
Social advocacy
Like
Fan
Desire
Customer Relevance
Remarketing
Interact
Visitor
Prospect Earning
Aware
permission
Suspect Relationship Knowledge & Value

18. Parklife Ticket for $7,000
“The World's Most Ridiculously Expensive Ticket”
as requested through Facebook

20. Online retail’s 3 biggest challenges
! Building without a plan
! Silly behaviour - price
! Technology challenges

21. 3. Technology? All too hard
! Problem: Technology limitations and frustrations
! Solution: Low cost, easy to integrate solutions
• Grow sales
• Create greater consumer engagement
• Improve efficiencies

22. Unlocking The Power of Permission
Adore
Ambassador
Permission Level
Love
Advocate
Referral
Like
Fan
Desire Customer Relevance
Remarketing
Interact Visitor
Earning
Prospect
permission
Aware
Suspect Relationship Knowledge & Value

23. 3. Technology solutions
Integrated email
Welcome programs
Purchase within 30 days of
registration will significantly
increase chance of repurchase
and overall lifetime value
Source: Forrester Research

24. 3. Technology solutions
Integrated email
Welcome programs
Purchase within 30 days of
registration will significantly
increase chance of repurchase
and overall lifetime value
Source: Forrester Research

25. 3. Technology solutions
Integrated email
Cart Abandonment programs
Cart abandonment
50% – 60% – 70%?
Source: Forrester Research

26. 3. Technology solutions
Integrated email
Cart Abandonment programs
Source: Forrester Research

27. 3. Technology solutions
Integrated email
Cart Abandonment programs
Only 17% of top 500
online retailers run CAP’s
Silverpop
Source: Forrester Research

28. Unlocking The Power of Permission
Adore
Ambassador
Permission Level
Love
Advocate
Referral
Like
Fan
Desire Customer Relevance
Remarketing
Interact Visitor
Earning
Prospect
permission
Aware
Suspect Relationship Knowledge & Value

29. 3. Technology solutions
Merchandising and
recommendations
More relevant offers that increase
conversion rates, average order
value and improve overall user
experience
29

30. 3. Technology solutions
Merchandising and
recommendations
30

31. 3. Technology solutions
Merchandising and
recommendations
“62% of consumers say they
value recommendations
when shopping”
“When deployed,
recommendation engines
drive 2-20% of sales”
31

32. 3. Technology solutions
Merchandising and
recommendations
Up to 30% increase in
sales per visitor
depending on usage &
industry.
32

33. 3. Technology solutions
Remarketing and Cart Abandonment Programs combined

34. Unlocking The Power of Permission
Adore
Ambassador
Permission Level
Love
Advocate
Referral
Fan Social advocacy
Like
Desire Customer Relevance
Remarketing
Interact Visitor
Aware
Prospect
Suspect Relationship Knowledge & Value

35. 3. Technology solutions
Twritter
Social engagement
programs
Referral
Social advocacy

36. So….
! Assess smart, lower cost technology
! Differentiate price, value and
customer experience offering
! Build on your plan

37. Our journey to multi-channel

38. Planning
! Our process to get a product sold on the internet and to a
customer
! Pre-planning
Multiple team members working to the best of their Always a happy customer
ability, yet in an unfocused, unorganised fashion

39. Planning
! Our process to get a product sold on the internet and to a
customer
! Post-planning
Operations
Social Media
Reputation Management
SEO/SEM
E-mail Marketing
Organised teams focused on specific capabilities Always a happy customer
Applied to specific on-line businesses with clear objectives

40. “Price, Price, Price”?

41. “Price, Price, Price”?
Attentio
n
Action Interest
Desire

42. “Price, Price, Price”?
Adore
Ambassador
Permission Level
Love
Advocate
Referral
Like
Fan
Customer Relevance
Desire
Remarketing
Interact Visitor
Earning
permission
Aware
Prospect
Suspect Relationship Knowledge & Value

43. Technology
! We know we need to stay ahead of the trends
! What is next, how do we engage and transact

44. So….
! Assess smart, lower cost technology
! Differentiate price, value and
customer experience offering
! Build on your plan

45. Download our free whitepaper
Top Ten Tips for Successful
Online Retail Marketing
wp.permission.com.au
jeremy.glass@permission.com.au
@permission_syd