Joined by Olapic, Retention Science reviews how top brands are using Artificial Intelligence and User Generated Content to build better, more authentic relationships with their customers.

1. USING TECHNOLOGY TO
BUILD BETTER CUSTOMER
RELATIONSHIPS

2. We’re recording & will send out after webinar
Please add questions to chat box on right
Follow along on Twitter: #BetterThruTech
HOUSEKEEPING

3. OUR SPEAKERS
About Ryan
Ryan Lee has been with Retention Science since
2014 and is Head of Client Success where he has
worked with brands like Honest Company, Dollar
Shave Club, Laurel & Wolf and more.
About Abe
Abe Anwar joined Olapic in 2013 and serves as a
Product Manager at Olapic, helping to set the
product vision and spearheading day-to-day
management of Olapic’s Visual Marketing Content
Engine.

4. of shoppers reported “breaking up” with a brand because of
“poor, disruptive, or irrelevant marketing messages.”
Source: Oracle
...they need to be personal, relevant,
omnichannel-friendly and more in order to
build relationships with their customers.
MODERN MARKETERS KNOW…
34%
But is that enough?
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5. BUILDING RELATIONSHIPS REQUIRES
AUTHENTIC MARKETING EXPERIENCES

6. Build Trust & Credibility
Deliver Value to Customers’ Lives
Provide a Unique Customer Journey
Embrace Omnichannel Marketing Experiences
4 STEPS TO MARKETING AUTHENTICITY
1
2
3
4

7. BUILD TRUST & CREDIBILITY

8. Customers see through overly Photoshopped
images and / or fluffy product descriptions
Shoppers are more informed than ever before and
will do their own research before purchasing
DON’T BE FAKE
[DON’T TRY TO TRICK CUSTOMERS]
of consumers rely on three or more
channels when conducting product
research.
Source: Blue Nile Research
70%
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9. QUALITY CONTENT IS HARD TO CREATE
11.4
Consumers engage with 11.4 pieces of content, on average, prior
to making a purchase.
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10. FORTUNATELY, THERE IS ALREADY A
WEALTH OF QUALITY CONTENT BEING
CREATED ON BEHALF OF BRANDS…

11. • Take advantage of existing content generated by your
users to build credibility
• Visual UGC, or “earned content,” is a great way to
see the product in real life and on real people
USE WORDS AND IMAGES OF REAL PEOPLE
22k
On platforms like Facebook, Instagram,
and Pinterest, more than 22,000 images
are uploaded per second!
Source: AdWeek
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12. CASE STUDY: American Eagle Outfitters
66%
Increase in
conversions after
building
ambassadors
relationships
5X
Increase of UGC
photos
Since activating its Olapic Ambassador Community, AEO has
identified a number of valuable brand ambassadors who have
helped build an even more robust online community.
The Ambassador content was central to AEO’s promotion of its
2015 product line and AEO hopes to highlight ambassador
photos in email marketing and social advertising in 2016.
22%
increase in sales
Labor Day
weekend 2015 in
comparison to
Labor Day
weekend 2014
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13. DELIVER VALUE TO CUSTOMERS’ LIVES

14. CUSTOMER PRIORITIES HAVE CHANGED
E-Commerce means
shoppers have an
unprecedented variety of
places to shop
This has shifted
consumers’ main priority
from price to value
Providing value is how
brands keep customers
engaged long-term
Two key factors to
providing value:
Data and Content
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15. Think of your data as your cheat-sheet when it comes
to understanding what brings value:
• What social media channels are the most popular
with your users?
• What channel gets the most interactions?
• Who are your biggest purchasers and what do
they have in common with each other?
• What is your ideal shopper profile?
DATA INFORMS YOUR VALUE
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16. Laurel & Wolf virtually connects a marketplace of
professional interior designers with people looking
to design a place.
SPOTTING TRENDS IN DATA
When Retention Science analyzed their
data, we discovered that over the 12
rooms they offer for design services,
the kitchen and bathroom were most
likely to be purchased together.
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17. • UGC can help inform marketing
strategy along the way.
• Visual UGC is like a real-time,
massive focus group.
USER GENERATED CONTENT
PROVIDES MORE DATA
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18. Think beyond the purchase to a good cause.
CONTENT COMMUNICATES YOUR VALUE
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19. PROVIDE UNIQUE, TAILORED
EXPERIENCES FOR EACH CUSTOMER

20. Traditional lifecycle marketing depends too
much on linear, static lifecycle stages. Your
customers move in more mysterious (and
unexpected) ways.
THE NEW CUSTOMER JOURNEY(S)
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21. The key to cracking this mystery?
Artificial Intelligence.
ENTER AI (NOT THE ROBOT KIND)
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22. With AI Marketing – you can turn everyone into
someone.
AI makes it possible to send the right message
to the right customer at the right time for
improved conversions
CORTEX: ARTIFICIAL INTELLIGENCE MARKETING
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23. CORTEX: ARTIFICIAL INTELLIGENCE MARKETING
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24. Retailers like The North Face are using
technology like IBM’s Watson to give customers
an in-store experience when shopping online.
HOW AI CAN INFLUENCE ONLINE SHOPPING
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25. EMBRACE OMNICHANNEL
EXPERIENCES

26. Integrate earned content across all marketing channels, use it as
the thread connecting siloed efforts
Balance AI with human engagement and ingenuity
Build through intelligent growth (focus on the tools that actually
move the needle, not just what is new and flashy)
TIPS TO BUILDING AN OMNICHANNEL STRATEGY
1
2
3
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27. CASE STUDY: NYX Cosmetics
320%
higher conversion
rate from
customers who
interact with UGC
93%
higher AOV from
shoppers who
interacted with
UGC
OFFLINE ADVERTISING
In addition to featuring high-quality, authentic visual content
on their website to inform a user’s buying decision, NYX
sought to to extend the online experience to their in-store
locations and make the brand experience even more
engaging.
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28. REVIEW

29. BUILD TRUST AND CREDIBILITY WITH YOUR CUSTOMERS
• Present your true brand/product – Not the time to fake it ‘til you make it!
• Use real words and images from other customers
DELIVER VALUE USING DATA AND CONTENT
• Use data to gain new insights to truly understand your customers
• Analyzing content can give you insight into your customers likes/dislikes
PROVIDING UNIQUE, TAILORED EXPERIENCES TO EACH CUSTOMER, AT SCALE,
USING ARTIFICIAL INTELLIGENCE
• Brands utilizing AI see improved conversions by sending the right message to the right customers
OMNICHANNEL PRESENTS A NATURAL AND AUTHENTIC EXPERIENCE
• Be sure to focus on tools that will move the needle for your brand, not just what’s the newest platform
KEY TAKEAWAYS
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30. ?
QUESTIONS
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