The customer journey consists of two separate consumer states, both of which require different methods of communication.
The current e-commerce landscape is filled with noise and competition, and while your goal as a marketer is to increase customer engagement and revenue, you're also tasked with making sure your customers come to you instead of Amazon.com. The challenge in that goal is that the current method of communicating with your customers is ineffective 70% of the time.
At Jetlore, we see this as a huge opportunity, and have developed the first A.I. driven personalization solution that understands and effectively communicates each customer's needs through every part of the customer journey.
The customer journey consists of two separate consumer states that each customer shifts between, both of which require different methods of communication.
- Active customers exhibit an intent to purchase a specific item
- Passive subscribers haven't purchased or interacted in a known period of time, and you as a marketer don't know what will engage them
Amazon ignores the upper funnel, because customers enter Amazon with an expressed purchase intent in mind. More than 50% of shopping search queries start directly on Amazon.com, and as long as Amazon's search works, customers will buy from them.
Upper funnel customer experiences account for the other 70% of all online shopping, and provide the largest opportunity for drawing in repeat customers before they resort to search/Amazon. The only problem is that old-school methods of communication in those channels are both flawed and un-fair to marketing teams—sustainable growth simply isn't possible without a next-gen solution.
Jetlore's method of Upper Funnel Individualization disrupts the status quo of content creation, and drives much better results out of far less work.
The Lower Funnel Is Taken Care of—for the Most Part
Your goal in the lower funnel is to take a customer's recent action, and either complete a sale or increase the value of a current purchase. This is the area of the shopping experience where active customers have expressed a specific interest in a product or category, and are easily converted; the first generation of marketing technologies introduced several ways to increase the value of this area. Product recommendations on the shopping cart page and triggered messaging are examples of lower funnel technologies.
Lower funnel technologies utilize a single user action and a single item to personalize the experience. All users who browse a particular item on site are effectively placed in one broad segment. Segment based recommendations provide relevant context for a user activity, but ultimately show each user the same content as one another based on a single shared action.
While each customer has a shared action, knowing one behavior about a customer does not equate to knowing their full range of preferences. In the example above, there could be countless other items that are more relevant to the original customer—but she is limited to shorts because of her placement within the "Jeans" segment.
The Upper Funnel Is a Lot of Work
The majority of your time as a customer is spent in a passive state, and the communications you receive are meant to drive an interaction with your brand or site. But the current landscape of upper funnel promotional material attempts to activate customers by providing discounts, surfacing popular items, or producing thematic campaigns tied to a certain category, which ultimately only entices customers when they already have a planned purchase need.
Upper funnel channels are closely tied to a detailed marketing and merchandising calendar across several teams. The steps to complete a promotional campaign are highly manual, and create a huge amount of work—coordinating with merchandising teams, defining segment rules, segmenting customers, and creating the content shown to each segment requires a great amount of time and resources.
Even then, email, web, and mobile marketers develop the same content across each channel, resulting in a one-size fits all experience for customers—this results in ineffective promoted content as well:
- Best sellers, popular items, and recently introduced content limits product discovery so that long tail inventory items aren't shown. Popular items keep high visibility, and items that may be very relevant to a particular customer will never see the light of day.
- While broad discounts allows for a constant stream of communication, it fails to inspire intent, and trains customers to wait to purchase until an item or category a customer is interested in is on sale.
- Broad discounts in the upper funnel also fail to guide users through the funnel to a completed purchase. Customers are delivered to the section or category page, and must find the appropriate items and categories from there.
Using Lower Funnel Tech in Upper Funnel Channels
In the upper funnel, relevant customer intent and preference doesn't exist yet—so trying to leverage last click or last purchase data to assign customers to a segment will lead to irrelevant experiences. Instead of reacting to information in an effort to complete a purchase, your goal is to inspire customers to interact with your brand over a long period of time.
Many marketers mistakenly implement lower funnel technology into upper funnel channels, like promotional email. The end result is always either a stale, repetitive, or irrelevant experience:
- The constant flow of customer contributed information isn't available in the upper funnel channels, where users are passively engaged.
- You can't rely on the previous session, because that information could be very old—i.e. a customer that hasn't been to your site in several months.
- Content is not unified—the information the marketer sends or receives from an email is not applied to homepage, product listing pages, or mobile app.
Simply put, Jetlore's AI driven "Learning to Rank" technology is the only solution available that provides a highly relevant, accurate, and inspiring experience at any time.
- Click here to learn about our method of unifying each customer's contributed information into a single, semantic attribute profile, that integrates real time information to leverage in every channel.
- Click here to learn about our "Learning to Rank" algorithm, that dynamically matches the most appropriate content to each user's semantic attribute profiles
- Click here to learn about Jetlore's dashboard, that allows marketing teams to easily create Individualized content for each and every user from a singular "skeleton" layout