According to Statista, the global online fashion market was worth $533 billion in 2018, and is predicted to grow to $872bn by 2023. Within such a competitive and growing marketplace, being able to offer a superior service and experience to your customers and prospects has never been so important. Personalisation is becoming an expected norm for consumers and a powerful tool for eCommerce brands especially within the Fashion industry to drive conversions, recommend complementary products, increase customer retention plus many more benefits. Within this webinar we explore the personalisation tactics fashion eCommerce brands can use to: - Create a stand out personalised customer experience - Drive purchase intent with proactive marketing - Improve conversion rates through website personalisation and abandonment recovery - Increase repeat purchases and loyalty with post-purchase marketing - We will also look at examples of fashion brands who are doing it well.

1. Personalisation: The perfect fit for your fashion brand
Alice Garside, Customer Success Manager

2. Your hosts
Alice Garside
Customer Success Manager
Pure360

3. What we’ll cover today...
• Why personalise the fashion customer experience
• The experience customers want from your brand
• What you can do to personalise your customer experience
• Key takeaways

4. About Pure360
Marketing technology:
● Email marketing
● Personalisation
● Behavioural targeting
Established in 2001
Trusted by 1000s of brands

5. Awareness
Consider
Purchase
Upsell
Loyalty
Repeat
Purchases
How we help
Deliver personalised
experiences and automated
marketing across the
customer lifecycle

6. According to Statista, the global
online fashion market was
worth $533 billion in 2018, and is
predicted to grow to $872bn by
2023.

7. The customer journey is not linear

8. The customer journey is not linear
Things to consider:
- Where does your journey begin?
- What & where are the touch points?
- How to you interact at these touch points?

9. Hesitant
VIP
Lapsed
Yet to make a purchase
Price sensitive
Timed coupon
Browse/cart abandonment email
Very responsive to marketing
Impulse buyer
Exclusive sale access
Post-purchase upsell
Hasn’t purchased in a while
Unresponsive to marketing
‘We miss you’ discount
Behaviour Offer
Customer Personas

10. What customers want
- Product recommendations based on personal information & past purchases
- Product reviews or ratings
- Knowing / remembering who they are and what they like
- Helping them to find / buy what they want
- Site information customised to them (e.g. time of day and location)
- Keeping their personal data secure
- Easy to use / clear navigation
- A fast, reliable and trustworthy service

11. Overlays
96% of people will leave your website without making a purchase.
Use targeted overlays to capture email address of new visitors
which can be done either on arrival or exit intent.
Social proof and entice users by showing how many existing
subscribers you have.
As with newsletter sign up CTA, again, think about being really clear
about the benefits of sign up.
Can increase conversion by 267%

12. Why a preference centre
- Empower subscribers and manage marketing pressure
- Make interactions relevant based on each persona
- Identify key opportunities and drive revenue
- Reduce churn and convert subscribers into loyal clients
- Progressively profile your customers

13. Welcoming your new subscribers
- Welcome emails generate between 50-60% open rates
- Welcome emails are 50% - 86% more effective than email
newsletters
- Subscribers who receive a Welcome email show 33% more
engagement with the brand,
- Despite these numbers, just 57.7% of brands send Welcome emails
to their newly subscribed users

14. Onboarding (Welcome) Campaigns
What should Welcome messages do:
- Introduce your brand
- Set future expectations
- Product/service features (filling the knowledge gap)
- Potential offer to get them back to your website
- Ask to socially connect or for referrals

15. “If we have 4.5 million customers,
we shouldn’t have one store. We
should have 4.5 million stores.”
JEFF BEZOS, Founder and CEO of Amazon
From an interview in 1998!

16. Ways to personalise your website content
Content personalisation:
- Browsing behaviour
- Source of referral
- Demographics
- Previous buying behaviour
- Location
- Weather

17. Localised Weather Personalisation

18. Recover abandoned carts
Remind customers what they have left in their basket
Encourage them to complete the purchase
Recommend alternative products
Ratings and reviews
Show social proof
67% of baskets are abandoned
90% of abandoned baskets go cold after 1hr
45% of abandoned emails are opened
Increase sales by up to 8%

19. Post Purchase
There are a wide array of Post-Purchase emails to
consider implementing, including:
● Thank you email
● Product Care Information
● Encouragement to leave reviews/spread the
word to friends and family/interact on social
● Encourage to repeat purchase/complete
the outfit
● Cross Sell

20. Retention & Waking Up Lapsed Subscribers
The probability of selling to an existing
customer is 300 - 400% higher than
selling to a prospective customer.

21. Customer Retention Stats
- 25 x more expensive to acquire new customers than it is to retain existing ones
- The average customer spends 67% more in their third year as a customer of your business
than in the first year
- 20% of customers of a given company are the source of 80 percent of the company’s profits
- 80% of consumers indicated they are more likely to do business with a company if it offers
personalised experiences

22. Keeping Customers Loyal
Reward loyalty and show your customers just how much you value them

23. Discounts & Offers

24. Utilising your Happy Customers
- 68% of millennials trust online reviews
- 85% of consumers trust online reviews as
much as personal recommendations
- Reviews produce an average 18% uplift in sales
- Customers who view user generated content
show a 133% higher conversion rate

25. W.I.I.F.M.
(What’s in it for me)

26. Start with a clear message

27. Start with a clear message
Remind your recipient what's
in it for them!

28. Start with a clear message
Remind your recipient what's
in it for them!
Let you recipient know the
rules

29. Start with a clear message
Remind your recipient what's
in it for them!
Let you recipient know the
rules
Show the reward

30. Takeaways
- Understand your customers personas and journey (map it out)
- You need more than just a welcome email, carry on the conversation and keep your
customers loyal
- Don't settle for the life cycle you have in place, constantly review and enhance it
- There is a huge variety of content and types of engagement you can use
- Maximising engagement through personalisation to build trust, relevancy and drive sales

31. Thank you!
Ready to learn more?
Book a consultation and
have a personal demo at
www.pure360.com/demo

32. Get in Touch
Pure360.com
Marketing@pure360.com
0844 586 0001