See inside for our six step guide
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Direct365 increase digital conversion rates by 50% in 10 days
Improve data quality and reduce cost with our FREE Data Quality Audit
ISSUE 26
Turning Your Browsers into Buyers
In this issue 03 Direct365 increase digital conversion rates by 50% in 10 days
04/05 Turning Browsers into Buyers Our six step guide to turn your anonymous browsers into buyers and loyal customers.
06/07 News Includes data audit offer, as well as news on our Insight Packages, Paperplanes and details of our seminars.
Welcome to Engage, the GI Insight magazine with the latest industry news and ideas. As marketers, we are all driving traffic to our up-to-date, fully optimised, well-designed website. So why aren’t more browsers becoming customers? On pages 4 and 5, we take you through the 6 steps which will help convert more of your browsers into buyers and include the details of where you can download our detailed guide. We are passionate about data quality. Poor data has a detrimental effect on both your customers and your bottom line. To help you we are offering a FREE Data Quality Audit, book yours today, email me on the address below. We hope you enjoy this issue of Engage. All feedback is welcome, so please do not hesitate to send any comments to marketing@gi-insight.com, or contact me using the details below. Thank you for reading Engage. Yours sincerely,
08 Joining the Data Dots at RBTE, London on 8-9 May 2017
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Andrew Adkins Managing Director andrew.adkins@gi-solutionsgroup.com
www.gi-solutionsgroup.com/engage Or use the QR code below. Download a free code reader app at www.beetag.com
This magazine was delivered in an Oxo-degradable plastic polylope and printed by GI Solutions, 147 Scudamore Road, Leicester, LE3 1UQ. Tel: 0116 232 1711; Fax: 0116 232 1611; Website: www.gi-solutionsgroup.com. For more information contact Tara Pickles, Head of Group Marketing on 07970 263 943. We will hold your details in accordance with our Privacy Policy and may contact you by mail, email or telephone on the products and services offered by GI Solutions. If you would like to unsubscribe from the GI Solutions mailing list please email marketing@gi-solutionsgroup.com with your details.
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ENGAGE 26
Take advantage of our FREE Data Quality Audit to get the best out of your marketing campaigns.
See page 6 for further details
Data Quality Audit
Data Quality Audit
Direct365 increase digital conversion rates by 50% in 10 days Overview Direct365 is a central hub for essential workplace business products and services for micro and small businesses across the UK. Offering a diverse portfolio of services and products from waste collection to baby changing tables, customers have peace of mind that their businesses are compliant with legislation. Direct365 appointed GI Insight to get more out of their customer data and transactional website. Working together, Direct365 and GI Insight identified the following core objectives and deliverables: • align marketing resources and spend through improved attribution modelling • optimise the customer journey and improve conversion rates • target relevant offers to the right customer segment at the right time • use data learning to co-ordinate internal sales resource more efficiently.
Strategy Once GI Insight had access to Direct365’s customer data, significant opportunities were identified to improve customer retention. Through GI Insight’s predictive analytics, Direct365 were able to identify those customers at risk of lapsing, and when to target people with retention and reactivation messages. All of the learnings captured within the initial insight project were then incorporated into the next stage, which was the deployment of GI Insight’s self-serve CAMPAIGN tool.
Results GI Insight worked with teams throughout the business to make all this happen in less than 2 months, from consultation to launch. Within 10 days of launch, Direct365 saw a 50% increase in campaign conversion rates and a significant increase in number of opportunities and leads captured by their website. Sam Tinsley, General Manager confirms: “The insight that we received from the CAMPAIGN software and the work GI Insight have done for us will further accelerate our growth. Whilst we knew the key areas we wanted to focus on, the project helped us crystallise the approach. We only wish we had run the project sooner!”
Key points • 50% increase in conversion rates • Combination of insight and CAMPAIGN tool services • Automation of retargeting campaigns including cross-sell and upsell • Customers at risk of lapsing identified
“As a management team we are excited by the speed with which we have seen results, as we didn’t anticipate seeing a return so quickly. It has allowed us to enhance the use and benefit from existing technologies that we currently have in place, and we look forward to continuing to reap the return from our work with GI Insight.” Sam Tinsley, General Manager
marketing@gi-insight.com 0116 232 17 11 www.gi-insight.com
www.gi-insight.com
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Turning Browsers Research shows us that most website visitors are in the ‘consideration phase’ of their purchasing journey, and that only a small proportion go on to buy. Therefore what you want is to get more out of those browsers completing their purchases, by focusing on them becoming happy, loyal customers.
Interested? Watch our explainer video at gi-insight.com
Here is our six step guide to turn your anonymous browsers into buyers and loyal customers.
1
3
Identify your browser
Understand customer activity
Selling becomes so much easier when you know who you are selling to and what their needs are. The first step in the journey is turning your anonymous visitors to identified browsers. Once you know who people are, you can start to engage with them.
Once you’ve identified your customer and built their profile, you need to understand their activity on your website.
2
Build customer profiles
f Identify customer needs nderstand when in fU
espond with detailed fR
consideration phase
Once you’ve identified your customers, you can start to build up a picture of who they are and their online (as well as offline) behaviours. You can then begin to use this insight to send targeted communications that will resonate with each individual customer.
information
Add to basket Browse
We can identify the key points in your sales process and provide a customer journey plan.
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s into Buyers CAMPAIGN automates sending personalised, relevant and targeted communications to any device in real time. Get in touch for your personal demonstration:
marketing@gi-insight.com 0116 232 1711
5
Automate your campaigns with Smarter Marketing Automating these campaigns means you never miss a customer. Your communication is ‘always on’ in real time.
4
Create effective campaigns Now you have collected the right customer data and information and uncovered valuable customer insights, you can send them relevant and targeted campaigns - at precisely the right moment - that encourages people to buy.
ake control of fT
ampaign in real time fC ever miss an fN
6
Evaluate your Results
your marketing
A real time automated marketing platform is essential kit for the modern marketer showing you in detail how customers are participating in each campaign.
opportunity
se tools that deliver results fU K f eep an eye on your KPIs e creative fB
Turning Browsers into Buyers id, Hi Dav
From browsers to buyers in six easy steps
Download the full guide We can apply essential personalisation to all communication for maximum response.
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gi-insight.com/whitepapers marketing@gi-insight.com
www.gi-insight.com
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News
PROMOTIONS, NEWS, IDEAS & UPDATES
Improve data quality and reduce cost with our FREE Data Quality Audit
Data Quality Audit
Poor-quality customer contact data could be costing UK organisations as much 6% of annual revenues1 Good data management is at the heart of effective direct marketing, preventing decay and ensuring the integrity of your data. Bad data can harm your customer relationships, cause bad publicity and result in additional costs due to postal returns. GI Insight can help you get it right, by auditing or cleaning existing data, we have the expertise you need improve your data quality and reduce your mailing costs.. Contact us now to take advantage of our FREE Data Quality Audit Service.
marketing@gi-insight.com 0116 232 1711 www.gi-insight.com
Royal Mail 2016, Third annual survey of UK marketing, data and analytics professionals
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Transform your website conversion with Programmatic Mail w
b se
ut no sale ’ BlueSky All your computer, cloud and IT needs
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£15.00
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RESPONDING TO BROWSER BEHAVIOUR
i'll check out later
NEW CUSTOMER JOURNEYS
CONVERTING ABANDONED BASKETS
One of marketing’s best-kept secrets is that direct mail is better at driving customer action than digital. According to research conducted by the Harvard Business Review, 25% of those targeted by direct mail campaigns took action on the mail they received. Digital means came second with email responses totalling just 23%. Paperplanes technology enables UK brands to take advantage of direct mail as part of their digital marketing mix, backed by GI Solutions, allowing laptop to doorstep delivery in just 48 hours.
Get in touch to see how you can benefit from a Programmatic Mail solution.
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ENGAGE 26
High Sales id: Customer44 #78960
No Sale
s
RE-ENGAGING LAPSED CUSTOMERS
LOVING YOUR LOYAL CUSTOMERS
Contact Dan Dunn on: info@flypaperplanes.co.uk 0203 488 2263 www.flypaperplanes.co.uk
Seminar Dates
Joining the Data Dots Actionable Insight Packages Whatever customer insight you need, we have the package to help you: from ‘Understanding Your Customers’ right through to our bespoke Forensic Analysis. Call Marketing on 0116 232 1711 for more details on how we can help you.
Intro Insight
Customer Segmentation
Understanding My Customers
Product Analysis
ality Trend er Numbers & Season I Custom e Trends I Revenu Sales Channel I Trends by ated, Retained) er Status (New, Reactiv I Custom I Churn Trend of Affluence raphics and Level I Geo Demog nt Preference by Segme ry Catego I ed by webinar I Report deliver
E ACTION PACKAG £10,000 : share of wallet I Growing pattern fluctuations in spend I Managing t group churn by produc I Predicting & upsell opportunities I Cross sell SCV source data I Report and tation presen onsite face I Face to
Managing & Growing My Customers
£10k
Life Time Value
kage plus Intro Insight Pac
Category/ Brand Behaviour Campaign Forecasting
Price & Promotions Analysis
Customer Churn
Marketing Segmentation
n Tactical applicatio by of data informed strategic insight
Channel Optimisation Online Browsing
£7k
Insight into Actioingn Managing & Grow My Customers
Basket Analysis
Forensic Insight
Store Profiling
Understanding My Customers
Advanced Customer Segmentation
Channel Insight
Insight into Action
Intro Insight
INTRO PACKAGE £7,000
Your Business Trends
Attribution Modelling
Business Strategy s Recommendation
IC ADD-ONS FORENSght Bespoke Insi
I Market Share multi category I Single / our consumer behavi I Brand loyalty Clustering I Category responders I Predicting igns campa to Basket I Deep Dive Analysis Delisting I Product ts for I Best produc Acquisition alisation I Brand Cannib Ask us for further
Increase your knowledge of customer communications by attending one of our seminars.
promotions I Price and Analysis & Customer I Drive time catchments planning I New store ign analysis I Post campa ng / I Online Browsi is Site Path Analys funnel exit sing Purcha I I Considerationg phase trackin ing modell I Attribution
details.
Masterclass: Improving Customer Communications MKIII Friday 28th April 2017 London EC1A 1AA
Programmatic
Marketing SEMINAR Friday 9th June 2017 WeWork, Moorgate
Cinemagraphs – Bring photos to life To make your digital marketing stand out from the rest of the crowd and bring your photography to life, consider using Cinemagraphs - the latest creative technique being used by many top brands. Cinemagraphs are static photographs in which an element inside them moves on a loop, creating a subtle illusion. They are a great way to draw the reader’s eye to a specific area in the animation, such as a product, call-to-action button or a special promotion. Ask Paul Sumner how we can enhance your next creative marketing idea:
Thursday 25th May 2017 GI Solutions, Leicester
Seminar registration See an example at bit.ly/2nzsNgl
Go to gi-solutionsgroup.com/ seminars or use the QR code below. Download a free code reader app at www.beetag.com
www.gi-red.com marketing@gi-red.com Paul Sumner on 0116 232 1711
www.gi-insight.com
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Joining the Data Dots
8-9 May 2017 | Olympia Grand, London
See us on
STAND
596 Europe’s BIGGEST, BEST and FASTEST GROWING annual event for retail and hospitality
SEE THE FUTURE OF RETAILING out how to boost sales, reduce costs, improve margins and enhance customer engagement.
RBTE IS YOUR EVENT! FREE conference programme featuring leading international retailers | Dedicated Payments Theatre Innovation Trail & Awards | Over 350 exhibitors Extensive Networking ALL UNDER ONE ROOF AND FREE TO ATTEND
“I was amazed to see the extent of the suppliers at RBTE and the offerings they have. It’s fantastic, actually.” Steve Johnson, Head of Central Operations, Carpetright
“RBTE as one of the biggest of its kind in Europe, offers a great opportunity to catch up on all the innovation that is constantly happening in the retail business. Great event.” Oliver Rist, Development Manager, Coop Estonia
8-9 May 2017 Olympia Grand, London
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