Live Q&A Session 7 - Digital Marketing

1. Introduction to the
Company
Live Q&A Session with
Mr. Anshul Khandelwal
VP, Marketing, Bluestone.com

2. Page -2-
Agenda for Session
Anatomy of Online Jewellery Purchase
Common Pain Points for Users
Marketing Automation
1
2
3
Understanding User Profiles4
Sample Email and SMS Plan5
Open Q&A6

3. Page -3-
Anatomy of Online Jewellery Purchase
A high involvement and long gestation buying process
1
2
3
4
5
50% of Orders have 4 or more Touch Points Across the Conversion Funnel
At least 10/12 Products are Viewed Before a Purchase
50% of the Users Browse on Handheld Devices
On an Average 5/6 visits are Required for a Customer for Purchase Completion
Increasing Use of Multiple Screens/Devices through the Buying Cycle
6 60-70% of Orders are Assisted, Require Human Interaction (Chat/Phone)

4. Page -4-
Anatomy of Online Jewellery Purchase
A high involvement and long gestation buying process
Discovery
Interest
Exploration
Consideration
Selection &
Validation
Sale
85%
Drop
User Buying Lifecycle Key User Actions
• Discover BlueStone through Paid, Social and
Organic sources
• Spends time on the website
• Social Engagement
• Email Sign Up
• Reads About Us/Policies/Contact Us
• Browse Multiple products
• Chat/Call/Email
• Add to Wishlist
• Retargeting Clicks
• Multiple Visits
• Add to Cart/Home Try On
• Price Comparisons, Read Reviews
• Confirm Policies, Chat, Call
• Order/Sale

5. Page -5-
Anatomy: Online Jewellery Purchase
A high involvement and long gestation buying process
AUTHENTICITY
• Is this Jewellery Real?
• Do you Have a Store?
• Is it Pure Gold?
QUALITY
• Is the Jewellery
Hallmarked?
• Is it Certified?
• How Can I Trust the
Quality of the
Jewellery ?
• Do you Manufacture
on your Own?
TRUST
• Can I Trust your
Website?
• How Can I Trust your
Courier Partner?
• Is the Jewellery
Insured?
PRODUCT
INFORMATION
• What are the Making
Charges?
• What is the Pricing
Break Up?
• What is the Diamond
Quality?
• Size/Weight/Specifica
tions of the Jewellery
POLICIES
• Can I Resell the
Jewellery? If yes,
what is the Resale
Value?
• Can I Return This?
Will I Get 100%
Refund?
• Can I Sell it to Any
Jeweller Later?
• When Will it be
Delivered?

6. Page -6-
Anatomy of Online Jewellery Purchase
Agenda for Session
Common Pain Points for Users
Marketing Automation
1
2
3
Understanding User Profiles4
Sample Email and SMS Plan5
Open Q&A6

7. Page -7-
Common Pain Points for Users
Multiple moments of misery which a user can experience in his cycle
PRODUCT DISCOVERY
INFORMATION/ NEEDS
SHOPPING ASSISTANCE
Moments of Misery
• Unable to Find/Discover the Desired Products
• Lack of Information on the Site
• No Response/Delayed Response from Customer Support
• Lack of Detailed Knowledge
• No Proactive Help
• No Recommendations
• Mechanical Responses

8. Page -8-
Common Pain Points for Users
Multiple moments of misery which a user can experience in his cycle
1 Reduce Abandonments and Drop Offs and Churn
2 Regular Customer Engagement
3 Shorten the Time Taken to Purchase
4 Induce Repeat Purchase

9. Page -9-
Anatomy of Online Jewellery Purchase
Agenda for Session
Common Pain Points for Users
Marketing Automation
1
2
3
Understanding User Profiles4
Sample Email and SMS Plan5
Open Q&A6

10. Page -10-
Marketing Automation
Right Information at the Right Time to the Right User on the Right Device via a Right Medium
BEHAVIOURAL
USER
SEGMENTATION
• Capability of Segmenting every User based on his Behaviour and Demographics
CONVERSION
FUNNEL/LIFECYCLE
TARGETING
• Customized Communication based on the Lifecycle the User is in
PERSONALIZATION • Unable to Find/Discover the Desired Personalized Communication based on the
Customer Persona
CROSS CHANNEL, MULTI
CHANNEL PLATFORM
COMMUNICATION
• Multiple Channels of Communication : Email, SMS, On Site, In App
• Customized Communication for Mobile and Desktop
INTEGRATION
• Integration with the CRM and Order Management System – Single 360 Degree View
of the Customer

11. Page -11-
Anatomy of Online Jewellery Purchase
Agenda for Session
Common Pain Points for Users
Marketing Automation
1
2
3
Understanding User Profiles4
Sample Email and SMS Plan5
Open Q&A6

12. Page -12-
VISITOR PROFILES
Time since last visit/sign up
Time since cart abandoned
Cart Value
Past Buyer Behaviour
Design Preferences and Browsing Patterns
Device Preferences
Regular Shoppers Shops regularly once in 60 days
Big Ticket Customers Lifetime Revenue > 2 lakhs
Bargain Customer Only shops with discounts and
coupons
On the Fence Has been inactive for over an
year
New and Promising
Signed up < 7 days ago,
browsed more than 10 products,
more than 10 visits
One Time Wonder
Bought only once in the last 6
months
Mobile Shopper Shops primarily from mobile
Understanding User Profiles
A categorization of visitor profiles based on certain behaviour
VISITOR SEGMENTATION CRITERIA BEHAVIOUR

13. Page -13-
Lifecycle/Funnel
Stage
Segment
Communication
Medium
Understanding User Profiles
What should be the communication medium
Email
SMS
On Site
Notification/Content
In App
TARGETED CONTENT

14. Page -14-
NudgeSpot Wizrocket Betaout
Customer Analytics Bad Bad Very Good
Marketing Analytics Bad Good Bad
Web Analytics Bad Good Bad
Segmentation Good Good Very Good
Communication Very Good Good Good
Ease of Use Good Good Good
Status Using for Email Integrated but not using Integrated but not using
VERY FRAGMENTED INDUSTRY WITH DIFFERENT TOOLS FOR EACH COMPONENT
Understanding User Profiles
Exploring various tools which enable a single 360 degree view of the customer

15. Page -15-
Understanding User Profiles
Customer grid snapshot from betaout

16. Page -16-
Understanding User Profiles
Customer profile single view

17. Page -17-
Anatomy of Online Jewellery Purchase
Agenda for Session
Common Pain Points for Users
Marketing Automation
1
2
3
Understanding User Profiles4
Sample Email and SMS Plan5
Open Q&A6

18. Page -18-
On Boarding Mailers Abandonment Mailers Occasion Mailers Behavioural Mailers
Welcome Mailer – T
Reminder with the Shopping
Bag
Anniversary Mailer Series for
Him
Reactivating One time wonders
Brand Story, Best Collection
and Policies- T+3
Reminder + Recommendations
+ New Collections
Anniversary Mailer Series for
Her
Education campaign for new and
promising users
Home Try On – T+7 Reminder + Coupons Spouse Birthday Mailers
Activating the non-buyer
registered base
High Value Cart Item Reminder Birthday Mailers
Customized recommendations
for regular visitors
Customized recommendations
for regular buyers
Coupon/Incentives for Fence
customers
Sample Email and SMS Plan
What should be the communication strategy

19. Page -19-
The Anatomy of an Online Jewellery Purchase
Agenda for Session
Common Pain Points for Users
Marketing Automation
1
2
3
Understanding User Profiles4
Sample Email and SMS Plan5
Open Q&A6

20. Page -20-
Ask your queries
Open Q & A
Now you can put up your queries on the chat box