So welcome everyone to today's session. We're going to be focusing on how you can create an omnichannel experience using data and personalization strategies to take advantage of post-holiday shopping and beyond. So as we're moving into 2024, I can't believe it's already December and you're starting to think about those New Year resolutions, it's the perfect time to reflect on the past year and really start to think, how can I reinvent my marketing strategies? So our hopes by the end of the session, you'll leave with several actionable ways that you can maximize your sales from your post holiday season and really deliver those premium customer experiences throughout the rest of this year and beyond. So I am going to share a couple of housekeeping items before we get started. So just in light of introductions, my name is Megan. I will be your moderator for today. Your main speaker and the main show is going to be ran by Mikkel Tophoj, who is a Services Consultant at Emarsys. He comes to us with an agency background and plenty of MarTech experience, spending nine years working with clients of all shapes and sizes across several verticals, much of which is retail. So with that, I hope that everyone is excited for today, and I will go ahead and pass it off to Mikkel to get started. All right. Thanks for that introduction, Megan. So what are we going to cover today? We'll start with the background and we'll look at some of the trends around holiday shopping and shopping in the post holiday season. So we'll look at a couple opportunities with some of those new shoppers and existing shoppers that you'll have. We also look at some of the challenges we have like economics, inflation, that's a major one. But how an amazing customer experience driven by an omnichannel journey will drive success in this season and throughout the rest of the year, too. And so how do we go about building that omnichannel journey? We'll look at our four resolutions we have for the new year for building that better customer experience. It all starts with needing a plan. So how to make the most out of it? We'll look at some of the use cases like communications and automations that you can use that will drive towards your goals. We look at that based on our past data, and so we understand what data we have and then what data we might need to collect. So that'll get us to resolution number two, which is to enhance our data collection. And we'll look at some of the tactics here that range from lead gen to progressive profiling to making it even more effective. And once we have that data then we can figure out how we want to use it to personalize our experiences, looking at how to uncover the right segmentation and say the right things to them, as well as understanding how to meet them on the right channel. And then finally, resolution number four – build an entire omnichannel journey; and that's not just personalizing good names of products, it's looking at how to adjust that journey to your customers needs. So with that, we'll dive into those backgrounds which we'll cover again, some of the customers will face as well as the economic challenges. And so why do we need a post holiday strategy anyways? There is a major opportunity in this post holiday shopping season. So as retailers, you might have additional inventory that you want to clear in that post holiday. And for our customers, after having a really generous season, doing the holidays of gifting and giving to your friends and family, and now it's time to do a little bit of self gifting. And so we saw some of that data, we were able to collect that self gifting. Some people did it during the holidays, but we'll also be able to collect it and use it in the post holiday. So this is a great time to really upsell or cross-sell or just deliver a really relevant promo to our existing customer base. And so that's one of the personas we'll be talking about throughout this deck is existing customer 'Xavier' and I purposely named him Xavier because that rhymes with existing. So we'll talk about him a little bit and some of the strategies we can get him to come back and purchase from you after the holiday season. And then there's another type of customer too, and that's your new customer. And so some of these customers, the new ones, might be coming in because they received a gift card as a gift and they might be shopping at your store for the first time, but you'll also be bringing them in through all your normal acquisition channels too, such as display ads or mail outs. And so you'll see her come up throughout the deck as well. New customer Nora and again, new and Nora rhymes, you can think of that. But ultimately both of these types of people are just trying to purchase some things that will help them with their resolutions in this post holiday season and make their life a little bit easier. So why do they look so skeptical and glum? Well, the first reason is they're just coming back from holiday break. They had a really nice time with their family and they come back to work and reality's kind of setting in. And then the second reason is that they have just been through this marketing overload during that holiday season and they could be feeling a little burnt out on all the communication that they just received. And so that's our opportunity here is to provide like a little bit of post-season holiday cheer while driving a better and more personalized experience. And so I talked about there's some economic challenges. The good news is that holiday sales are expected to grow 1% year over year and January has always seen a strong start to the year for that post holiday shopping. However, that 1% growth is down from the ten year average, which is five and a half percent, and that's due to inflation. And so the good news is that is coming down but chances are prices are sticky and they won't come down, they'll still remain high. So that's going to affect how our customers are shopping. They're going to be a little more picky and selective. They might be spending less. They're also maybe looking for discounts that will help them make their decision on what to buy. So you'll see a lot of retailers also turn to discounts. But the unfortunate thing is that discounts do eat into your margin. And so one way to really get those customers coming to you without having to use up all that margin is through a customer experience and being able to just get customers who really love your brand and you're delivering the right message in the right time. And so the good news this season is that that 1% growth is really driven by e-comm, which is a digital channel and as marketers, we have a lot of control over this experience. We're able to control what we say on all those other channels that drive them to e-comm. And so that's really our opportunity this year to build that omnichannel journey on our digital channels. All right, guys, We're going to do our first poll. And our first poll, I think, is timely with New Year's resolutions. So go ahead, take a peek. You should see a pop up on your Zoom screen. The question is, what are your most important New Year resolutions as a marketer? So I got a couple options for you. Something to note you can select more than one. So your most important may be more than one item here, but we've got a couple of folks here, a lot of folks engaging. Love it. Personalization, with more communications, with data seems to be high up. Collecting more data is starting to creep up. Okay, I'll give it ten more seconds. I think we got most of you up. Couple of you more trickling in. I'll give it another few seconds here. All right. Okay. Think we're in a good spot. Oh, it keeps moving. All right. Let's talk about it, Mikkel. Share the results here so everyone can see. Personalization, personalized more communications with data. Second, collect more data. Third, connecting the conversation across multiple channels. All right. Yeah. And that's really important. I think starting with the data, that's really what we need to get to be able to personalize. And then once we have all that data, we can start to see it on the right channel. And so the good news is that one solution that will drive towards any of these goals is building that amazing customer experience. And so I've mentioned customer experience a couple of times already, but what exactly is it? Think about all the different interactions you have with the brand and then the emotions you feel when you have that interaction. That creates a customer experience and they can be positive or negative. Obviously, you want them to be positive, and we're here to show you how to build those positive experiences today. So we can deliver that over the digital channels. We do that by being relevant and showing our customers things that they might want to see or be interested in. We are also adaptive to their actions and so once they make a purchase, we change that conversation up and then we deliver these communications on the right channel that your customer is engaging with. And so if you're not doing these things, there is some downside. And customers, 50% of them are willing to switch brands if they're not having an excellent experience. But there's so much more to gain on the upside. And so you'll see customers are three and a half more times likely to purchase from your brand if they can expect that experience; you'll see a boost in average order value with 52% willing to pay more. And finally, you get the benefit of referrals and 88% of consumers willing to recommend your brand to a friend and that's really important because you're creating that sticky brand community around your brand. So we know you have a lot to gain this holiday season if we're able to deliver this journey to our customer in new acquisitions. But how do we go about doing that? It all starts with being audience first and to figure out who are we talking to and what is their unique scenario. So marketing automation platforms allow us to look at different audience cuts, and here's some of the more popular ones. But these don't have to be discrete. In fact, I really love using category affinities with RFM or lifecycle. It helps you personalize what products you're going to show to those audiences based on what stage they are in the journey. And so once you know who you're talking to, then you can figure out what you want to say to them. If they're a little more top of the funnel audience then you want to start with that nurture and educational. But as they get lower in the funnel, you might offer them a promotion to really nudge them in the direction of that purchase and then figure out where to say it. If it is nurture, emails are great channel for that and it is for promotions too, but you might want to be a little more direct and so you could work in display and social and SMS. And as we're talking about adapting the conversation to what channel our customers are on, there's a new one maybe here for you, and that's mobile wallet, and that really helps you facilitate the online to offline communication. And so I'll get into more what that channel is later in this presentation, but just wanted to introduce it now. And then finally, all these other things we can figure out when to say it. So if we're talking to a behavioral audience, a Triggered timing might be most appropriate because we want to meet them in the moment. But if you're sending a larger message to more people, Send Time Optimization can help you reach them when they're actually engaging with their inbox. Addressing all these types of audiences in their unique stages will help you have a relevant communication to get that new customer, Nora, through her onboarding and first purchase as well as existing customer, Xavier, to becoming a strong and loyal brand advocate. All right. Okay. So pop it in here to thank you, Mikkel, for giving us a great overview of some of the hot takes from this holiday season to give you just an idea of what is going on and what you need to be thinking about heading into 2024. So as we pivot this webinar, we're going to be focusing on these four resolutions. So the first one is all around defining your strategy. So Mikkel, lead us the way. All right. So exactly, we know we want to build that omnichannel journey, but we need to be strategic and we need to have a plan. And I think having a plan is really important as marketers because we often find ourselves being a little more reactive than proactive. Management is coming to us with a promotion or some initiative they want us to support, and we got to go find the customers to push it out to. But if we start with the customer-first approach, then we can actually build those discounts and communications around what our customers are looking for. And so in this section, we'll show you how to build that communication strategy based on the data that you already have on your customers. You've got a lot of different goals and KPIs for the year. I know revenue is probably top of mind for most, but it breaks down also to others like retention, re-engagement, loyalty signups, boosting your net promoter score and certainly others. So we want to find out which use cases or automations or communications will ladder up to those KPIs and business goals. And chances are you'll probably uncover several that could work. What we want to do is we want to look back at our past year's data. We have a lot of it. We've collected data during last year's holiday season and post holiday shopping season. So think about Xavier. You knows habits from last year, such as what channels was he buying on? What kind of products was he interested in? How often did he purchase? Was he a weekday or weekend purchaser? All that can help you inform some of the tactics you'll be using for your existing customers. And then when we think about Nora, who's a new customer, we don't know her personally yet. She hasn't even signed up maybe. But what we do know is we have a lot of other pools of first time buyers and new acquisitions, and we can look at their behavior when they came in and use that to influence tactics for driving signups and then those first purchases. As we've gone through all these different use cases we already have and how they performed in past years, there might be some that you realize you haven't built yet. And so you want to find out do you have the data to be able to inform what you should do and also personalize those use cases? And so some of the data sources you could look at are your web behavior data or also your sales data. But if you find yourself saying there might be some additional data, that would be really helpful. If I just knew this about the customer, we it we could take it so far in our personalization. You could use progressive profiling and we'll talk about some tactics later, and that allows you to get some additional information on your customers. But ultimately, all this data will be foundational for that execution. What tactics are you going to use specifically to get Nora and Xavier to purchase from your brand? I mean, it comes down to start thinking about who they are. It's Nora and it's Xavier, but we can go even deeper than that. Think about what their customer lifecycle is or how loyal of customers they are and what their spend looks like, different purchase patterns. So for Nora, think about our Welcome Nurture series and first purchase journeys. Those are key to have ready to go when she signs up so you can payoff on the value that your brand provides. Then you can also use progressive profiling, as I mentioned, to learn a little bit more about her. So you want to have all these up and ready for your new customers. Then for existing customer Xavier to get him back in the new year, we want to use cross sales and upsells. We've got that data from the holiday season giving us a little insight what he might be interested in. So use that. We can also figure out our discount strategy for our existing customers. Look at those pockets that have a large number of your audience has an interest in a certain product or category and make your discount revolve around that. And likewise, we can also use our audience to figure out who would be most interested in that stagnant inventory that we might want to get rid of. And then this is also a great time to reengage your inactives and you want to look back and see what tactics were most effective for getting those customers back. It could be discounts, but it could also be content to that's just as highly clickable. So as you look at your different tactics, if they're already built, you want to figure out how we can optimize them in this new post holiday shopping season. Look at maybe some testing you could do and use all that data just to inform your acquisition channels. Use those emails that drove the highest engagement and conversion and then identify your best performing incentives. And so all this data is available and executable using marketing automation platforms, which really take the burden off of your team from having to create all those versions and then find the right people to push it out to. Now that you have a plan for what you'd like to build, we'll look at a couple of ways to make sure you have the data to power it in the next section. All righty. So we are moving right along on to resolution number two. Now, this is important. We talked about strategy, but 36% of you said that collecting more data is one of your New Year's resolutions as a marketer. So very important piece of the puzzle is enhancing data collection. Also, just a friendly reminder, we do have a lot of questions coming in to the Q&A. So if you have questions, please route them to the Q&A widget. We have Frank and Matt on hand to get those answered. All right, Mikkel, back to you for resolution number two. All right. So, yeah, we want to look at some ways we can collect this first party data. And it's so important because we're facing challenges like data, privacy, regulations, I think GDPR, all the states are now enacting their own privacy acts. We're also seeing the deprecation of the third party cookie. And so all those factors are limiting how much we know about our customers. So we want to have a plan to to be able to collect this first party data that will really pad us and protect us from those those threats. So in this section, we'll look at some tactics on how to collect that. So it all starts with lead gen and progressive profiling. With lead gen, that's getting somebody to give you their personal data. It could be their name, their email or phone, and those are the basics. We don't want to ask for too much upfront because we don't want to cause any friction to that sign up process. And this process starts on social display. You can run ads or you can just collect it as somebody who's coming to your site and browsing organically. But to get that information, there needs to be a value exchange. Think of new customer Nora and what would make her want to sign up for your brand? There's discounts, of course, but there's a lot of non-monetary ways too, such as just opting into a newsletter that will keep her up to date on the newest product releases. And then once you have Nora signed up, you can begin progressive profiling, which is understanding a little bit more about her, figuring out what her category interests are or the types of communications that she'd like to receive. But the key here is you don't want to interfere with this journey that she's on. She could be trying to make a purchase, you want to let her do that. So give her options to complete her profile at a later time when she returns to your site. Or you can do it with the email as well. If she is returning to your site, there's a lot of cool ways we can do this and you can do it on your app or mobile site or desktop site. But basically these options, based on how direct you want to be at collecting that information. And you should also consider what is Nora doing and engaging with on your site? So some of those methods include a ribbon, which is a banner at the top of your page, and that's persistence. So as she scrolls along, it also scrolls. The next way is an embedded call-to-action. This is sandwiched between some content a little bit lower down in your page and this one is really effective because as people scroll lower in your page, what they're telling you is I'm interested in your brand. And so they might be a little more likely to give you some information about themselves. And finally, the most direct way is through an overlay. It kind of looks like a pop up and of course, we want to always give them that the chance to exit out of this. But it's really clear that we'd like to know more about them. And so no matter which method you're using, the real value of progressive profiling is knowing exactly what your customers want. We can always use segmentation and behavioral to infer what our customers are looking for but with progressive profiling, your customer is explicitly telling you what they would like to hear from you. And so once they do tell you, we just want to make sure that we use it in accordance to their requests. It's okay to sprinkle in some new and other different product recommendations out of their preferences from time to time but we really want to focus on delivering what our customer asks for. A couple of ways to make progressive profiling and lead gen go further is through gamification and interactive content. And what you're doing here is you're creating a two way conversation and the longer you get somebody to stay on your site by engaging with some fun and interesting content, the more memorable their experience will be with your brand and they'll think about you in the future. These tactics can be used both for getting Nora to sign up; those incentives to get you to sign up. Sometimes getting information such as infographics can be useful if it's really valuable so be willing to submit information to access that information. Or if you're using a discount to get her to sign up, I really like some of those ones that involve chance, such as scratch cards or spin the wheel. When you see that I could win $25 just for signing up, that's really enticing. Even if you only end up winning five, you still leave happy that you got something. These tactics can also be used to get Xavier coming back and one of the ways I like to use this is with progressive profiling. You can use quizzes or calculators or assessments which feel a lot less like direct progressive profiling to your customer. It's a lot more fun and interactive for them. But we're also gaining that information we were looking for about our customer. And then the final method for collecting data is loyalty programs. This incentivizes Nora to sign up. It includes tactics like initial discounts or the chance to earn rewards on purchases. But it doesn't always have to be a buy in reward kind of situation. Some of the non-monetary methods include just exclusive or early access to new products or experiences, and these non-monetary engagements can also get Xavier coming back in times of in between purchases when he might be thinking, Why would I come to this site unless I'm actually going to make a purchase? There's a couple of ways we can get him back. One is asking for reviews in exchange for some loyalty points. And so this is really beneficial to us as marketers because we're getting content through those reviews and we can leverage that in our marketing creative, really using the voice of our customer, which is so valuable when attracting new customers. We also understand the positive and negative aspects of either a product or an experience, and that gives us an opportunity to optimize those. And another way to get Xavier coming back is to ask for a referral, refer a friend and exchange again for some loyalty points. And again, you're just creating that sticky brand community around your your brand. So now that we have a plan for how to collect the data, we'll get into how you go about using it. Okay. So resolution number three is all around personalizing experiences. Now, one thing I want to call out, Mikkel, and you may have remembered this from the poll earlier, is that 56% of you said that personalize more communications with data was the number one resolution for you next year. That actually beats out increasing ROI at 32%. So personalization is crucially important and I would be remiss if I didn't make a quick plug here. Emarsys is the one who is putting on this webinar and we are a leader in personalization. So if you are new to learning more about Emarsys, maybe if you aren't an existing customer yet, we would love to chat with you about how we have become the personalization leader for five times in a row, according to the Gartner Magic Quadrant. So with that, I will pass it back to you, Mikkel, to show us what we can learn when it comes to personalizing experiences. Yeah, exactly. It's so important. If you are personalizing, you will see the returns on your marketing. But I think some of the trends we've seen this past year is that engagement has been dropping a little bit and that's just because there's been a large volume boost without the personalization to come with it. And so if we are personalized, we'll see engagement increase as well as conversion. So we've gathered the data and now how are we going to use it? We're going to talk a little bit about email first and then we'll expand how to use it in multiple channels. All righty. So who's ready for another poll? We love polls around here. I will go ahead and launch this. All right. So you should see a poll pop up on your screen. We're talking about how many people never check the promotions folder in their inbox? I know we all are marketers, but also consumers for all of these brands that you're likely promoting. So curious to see from a consumer perspective how we engage with email. So we have a lot of you participating or moving around a little bit. This one looks like leading the pack as I look at all my emails quite frequently. Second, I only frequently check a few brands that I'm really loyal to. But you guys are moving around, give it another few seconds here. A couple of more of you participating. Okay. All right. I think we're in a good spot. I'm going to go ahead and share the results and let's chat about it. All right, Mikkel, what do you think we got? Number one being that 'I look at my emails quite frequently' and then 'I only frequently check a few brands that I am really loyal to'. Pretty neck and neck. Yeah. Yeah and I think we're seeing some people do check their emails quite frequently. Maybe that's why we're in marketing. Maybe we got into it because of that. We were trying to check up on the competition. But I think a lot of people do struggle with checking their email as much as we would like them to, and I think that's what our existing customers looking at too. We can see that by the results we'll show them later how engagement has just dropped a little bit. But really what I want to talk about first is how relevance does drive conversion and if you are personalized, this will really help you have that individual 1 to 1 conversation. As we've analyzed, over 100 billion email campaigns sent out through Emarsys, we can see just how relevance does boost conversion rate. And so as you look at this graph, as it starts on the left, we're having one too many conversations, sending out to a lot of people on our list, maybe being a little less personalized. But as we start to add demographic attributes or figure out what kind of person we're talking to, developing a persona and knowing that this is a mother with two children that she's purchasing for, then you begin to understand what type of products is she interested in, you can start seeing this conversion rate really increase. As you deliver it in the moment being really interaction-driven, we can make it go even further. But this doesn't impact conversion rate only. We also see it in our engagement rates. When we're personalized, we see higher open rates and more click rates. And so this can all be seen within a single touch but what we really want to do is make a journey and acknowledge there's different lifecycle stages, reaching them in times between purchases, but doing it at the right frequency and with content that really is of value to them. And then we want to change that message to be a little more forward when they're showing that intent. And so we have the capability to be doing this, but not everybody is, and we can see that in this next slide. Marketing automation has helped marketers with with two things. One is being efficient and then two is personalizing. On efficiency, email is a really high ROI channel and this has led to a major increase in volume. Marketing automation has made it really easy to boost that volume and so you'll find that some people equate more volume with more revenue, and that might work in the short term when you think "I'll just add this segment to this email because they might be interested" and sure, you might get a couple purchases out of it, but what you're really risking is losing your most valuable asset and that's your subscribed customers. We're seeing over the past two years a 70% increase in volume within email. But at the same time that click through rate has been decreasing and that's just all because of a lack of personalization and sending emails that aren't relevant to where they're at in the customer's purchase lifecycle. But on the upside we do have the ability to personalize and that does increase conversion. So if we're really focusing on customer wants and meeting them in the interaction, we can keep engagement high as well. So the key to delivering an omnichannel journey is delivering the right message. That's the first piece. But we also have to deliver on the right channel. Because of all that email noise in our inboxes, marketers have turned to more channels. That's really important too, because our customer is actually using 3 to 5 channels during that purchase journey. And so again, there's two components to making that omnichannel journey. One, to say the right thing, two, to say it on the right channel. And I think a lot of people confuse multichannel and omnichannel. So multichannel is just pushing out the same conversation on all your channels at once. Omnichannel is the next evolution of that. You're pushing out all those conversations on multiple channels but as somebody interacts with your email, all the additional channels adjust to that journey. And so once they go to interact with SMS or on your site, there's a different conversation having and that's what we want to have. We want to be able to adapt the channel that our customer's engaging with. And so as I've talked about adapting the channel to our customer, I mentioned mobile wallet earlier. That's a new channel to do this on and it gives you the capability to transfer this conversation from online to offline. You might have heard of mobile wallet. They come preinstalled on Apple and Android devices and they've been really popular in the airlines and concert tickets industry. You think when you go to the airport and you want to check in, you just pull up your boarding pass on your mobile wallet and you get through security with the breeze. As marketers, we can do this with discounts and coupons. And so once a customer engages with your email or text or display ad for a promotion, they click on that, they land on the landing page, and then they have the option to add that that discount to their mobile wallet. That makes it really easy for when they get into the store and they're actually using that discount because when they're in the checkout line, they're thinking back "I came in here for this discount and I can't remember if I saw it on an email or if it was on a text" and they're searching through, but if they have it on their mobile wallet, it's so much easier to cut through all that clutter and get back to it right away for an easy checkout. And there's some cool things we can do at the mobile wallet too. It's very customizable. We can send notifications if that pass is about to expire. So reminding them to get back in store and if they did lapse and didn't make it in time, we can actually update that that discount in their mobile wallet with the latest and greatest coupons. So they don't have that buyer's remorse that they feel like they missed out on something. Now we'll get into how just seeing how everything we just talked about from personalizing within a channel to transferring channels to including mobile wallet how that looks like inside of an automation, how do you actually do this. So we'll take a look at a welcome series automation, and somebody can enter your welcome series automation through a number of means. One way is they made a purchase and they're filling out the checkout and they enter their email and now they're in your database. Or maybe they haven't made that purchase yet. Maybe they just came to your site and they saw that 10% discount and they signed up because they're interested. So figuring out whether they made a purchase or not can affect how we talk to them and how we use personalization. If they did make a purchase, we can use our cross-sell and upsell tactics knowing what products are likely next purchases or complimentary. If they didn't make a purchase yet, we can look at their web behavior and see what were they browsing and what can we recommend. If they don't even have browsing data, we can still use our category of first purchasers to see what that most likely first purchase category is and make recommendations. So once we know how we're going to talk to them and what we're going to say, then we look at where to see it and we look at what channels are they opted in. If it's email, let's go ahead and do it there. If it's an SMS, we can send one there and then we finally look at how they engage with those communications we just sent out. If you sent that email, but they didn't open or click, transfer them to SMS. And again, if they didn't engage with that SMS, then we've got display ads as an option. And so you're moving through and your customers, you just want to meet them where they're engaging. And so this is for one automation. We want to create actually rules for prioritizing all of our automations. We want to be able to transfer somebody from a welcome automation to an abandoned browser, for instance, or whatever they're doing along the journey. Well, all righty. So crucially important across each of these channels. Interesting to see the different increase in channels and emerging channels like mobile wallet. I know me personally, I'm starting to use mobile wallet a lot more. And like you said, it kind of started with more of te travel, hospitality, airlines, but I've definitely seen it across retailers. Just an easy way to pull that in. Also, love that you don't have to have a mobile app to provide the mobile wallet experience. So love to see moving to mobile. Resolution number four, how do we build those beautiful omnichannel journeys that Mikkel just showed us? So with that, let's wrap it up with resolution number four. Yeah, it's our final resolution or putting it all together. We're taking that data we collected, using it in automations, but then we're also using it to understand what is the right automation and what should we be saying to our customers. So in this section, we'll show you what this looks like from start to finish. And so the first step is just you got to create all those key automations. You got to have them up and ready to go. But then you want to think about that journey and the different scenarios from Welcome through Win Back. As you think about what kind of journeys do you need to have for the Welcome series for Nora, you obviously want to have that welcome to pay off on that initial sign up and communicate value of your brand as well as showcase some areas that she might not have discovered initially. But in that beginning experience, she was making a purchase and got distracted and didn't complete it. We want to make sure to have those Abandoned Browse, Abandoned Cart automations ready and set up to go. And we can use our web behavior data to inform this when they happen and then what products we need to show when it does happen. And so that'll all help her get to purchase. And once she has purchased, then you can move on to those first purchase, first time buyer automations. We can look at post-purchase and both of those can be informed by sales data to help you understand again when those do happen and then how to personalize them. But you also want to have automations like win back. Unfortunately, some of our customers just drift out of email engagement, so we want to have a way to tie them back in. And then I really like having these surprise and delight kind of automations too, that occur kind of infrequently, but in between purchases. And that's a really great opportunity to get somebody coming back to your brand and those ideas can be like birthdays or anniversaries, things like that. So once you've got all these communications and you want to know what to build, you'll want to start out on email and then you can expand to building them out on multiple channels. Then we have to figure out what is the priority and we can base the priority of how somebody steps through these based on what they're doing in their journey. It can also help drive to our business goals that way. And so one way to think about how to prioritize all these scenarios is just to put your self in your customers shoes and walk through what your customer might experience. And that's what we'll do right here. I'll show you how to do this. I've done this with a lot of clients creating a buyer journey and it's just brainstorming what are all the possible scenarios. So we'll look at the scenario for somebody becoming an anonymous buyer to a repeat buyer. And we use the example of an outdoor retailer who also has e-comm and physical locations. So it all starts with Nora. She got a gift card for Christmas and she's excited to go use it and she's never shopped at this outdoor retailer. So she goes online and she's browsing some snowboards and finds one that she's really interested in. So she adds it to her cart but during the checkout experience, the site recognizes that she is not a loyalty member yet, and this is a really great opportunity for her to earn some additional points, especially on an expensive product like a snowboard. So we trigger a web pop up just showing the value of the loyalty program and how many points she could earn from this purchase. She's interested because one of her New Year's resolutions is to become more outdoorsy and by becoming a loyalty member of an outdoors retailer, she'll probably buy some things that will help her get back out there. So she makes a purchase, she signs up for loyalty, and she's getting that loyalty welcome series. One of the touches in that series is to leave a review for points. We recognize that she made a purchase and we'll give her some points if she comes back and gives us a little feedback. So excited at the prospect of earning some more points, she goes back to the site. We've got her on the site again and she's leaving a review. After that process, we serve her one of those embedded progressive profiling call to actions and again, we're offering a little bit of loyalty points in exchange for more data about her. And so, again, she's excited about getting even more points and she identifies that she's interested not only in snowboarding, but in running as well. And so later on in the season, when we had the offer for running shoes or shoes in general, we're able to send her that SMS coupon and it's a buy one, get one half-off and we make it for in-store. So that way she has to come in, she has to try shoes on anyways, so that makes sense. But it's also getting her to come back into the store and explore and walk through and maybe discover some things she's also interested in. So she sees the option to clip that to her mobile wallet. She's never used it before, but it seems convenient, so she does it. And then finally she ends up in the store and she's searching around. She found those running shoes she wanted, she got two pairs, and she got a pair of socks and she's checking out and she's trying to remember where she saw that coupon for the buy one get one half off. And as she's looking through all her texts and emails, trying to figure it out, the cashier familiar with this process says, oh, yeah, just check on your mobile wallet. So she goes in there, finds the coupon. It's there. The cashier scans it. It can be scanned by any point of sale system that reads barcodes or QR codes. And so she makes that purchase, gets a discount. And then as marketers, we actually know that she made that in-store purchase, too. It all ties back to the tracking. So really valuable for not only our customers, but for attribution as marketers. And so this is how we can get somebody through this life cycle. And these are just some of the channels that are at their disposal. Luckily, Nora was engaging and so she was communicating back on these channels but if she wasn't, we also could have added digital ads for some retargeting along the journey. So anyways, that's the power of omnichannel messaging. It's possible to meet your customer with the right channel and the right messages. Building that omnichannel journey will help you drive your customer acquisition and additional purchases through existing customers this holiday season. But it should also be used through the whole year. And so to just recap on how we built that omnichannel journey, we started by figuring out what our goals and KPIs were for the year and then finding those key communications that would help us reach our new customers and existing customers and drive to those goals. We figured out which ones of those were going to be most successful by looking at previous year's data. And then we figured out, do we have that data that we need to enable personalization? If we didn't, we went ahead and collected it through progressive profiling. And then we built those automations. We started with email and and expanded to more channels and made sure to personalize along all of them. Then we used gamification in their interactive content to make it go further. And then we were able to prioritize those automations based on those business goals and our customer goals. Probably most are even more improving to use our customer goals because those were latter up. And then we created those rules on how to transition somebody based on their customer behavior from automation to automation. Once you've actually had all of these built out, then you want to just continually optimize these. Look at your analytics and see how they're performing. There's probably improvements you can make, and then that's where testing comes in as well that can really help develop your program. And so by doing this all, we're able to create that amazing customer experience for our customers. We understood where they were at in their journey, and we met them with communications that were just right in frequency while offering something of value too. And you can tell just how effective this was. By the way, that Nora and Xavier are smiling now. And so thank you again for your time today. If you're looking for strategic advice on how to power your 2024 planning with learnings from your holiday campaign, please reach out to me. I'll drop my email in the chat and then I'll pass it back to Megan just to wrap things up. All righty. I mean, look at the face of Nora and Xavier. I mean, they're so happy. Thank you so much, Mikkel, for chatting with us today. Like he said, I did drop in his email. It's also on the screen here. So please, please, please reach out. He is a wealth of information. So thank you for being here. I also dropped in a few resources for those who may not be familiar with who Emarsys is. So our mission is to empower marketers to build, launch, and scale personalized cross-channel campaigns that drive business outcomes. So you'll see this through a three minute product tour that can give you a quick overview of the challenges that we saw for our customers with our customer engagement platform. I've also included a holiday hub, so in the spirit of holiday, my little holiday gear on today, the holiday hub has used cases, customer examples, case studies for you to take a peek at. So with that, thank you so much for joining us. We hope this is a valuable time for you and best of luck in your 2024 season.