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Nailing the BFCM Customer Journey Pre and Post Purchase - Recording

Featured Post Image

BFCM (Black Friday Cyber Monday) 🎁 is nearly here, and for many D2C eCommerce brands 🛍️, the big focus is the acquisition, but experience and shipping 🚚 are just as critical. They play a significant role in providing memorable CX journeys Pre and Post Purchase that encourage sales and loyalty ⭐⭐⭐.

Many brands fall short in nailing the CX journey for BFCM. As a result, most shoppers acquired during the season have a short CLV (customer lifetime value) 📉. But it doesn’t have to be that way. Brands that can ensure top-quality customer experiences, including shipping experience, will enhance the CX journey 👩, increase acquisition and retention 🎯.

Improving the CX journey Pre & Post Purchase

The CX journey encompasses all the stages of a customer’s experience with your business – from the awareness to purchase and post-purchase 🛒. Providing a clear, smooth experience that consumers will love involves eliminating friction from every step 👣.

Consumers develop opinions about brands based on the sum of all interactions. They want seamless, easy-to-navigate, and frictionless experiences throughout ⚙️. Customers expect the same level of personal engagement and service they receive from highly successful eCommerce brands like Amazon 🥇.

What you’ll get from the event:

💁 Learn how to provide excellent CX journeys during BFCM and beyond.
💡Discover key actions you can take to offer the best shipping and return experiences, including helping shoppers make purchase decisions.
📈 Uncover untapped opportunities that can skyrocket your BFCM sales

If you get the CX journey right, many more consumers will discover your brand and purchase products.

Nailing BFCM Customer Journey_play

Transcript

Chris Lavoie:
I feel that webinars are a great way to distribute information and bring people together in an easy seamless fashion. So really excited that you've tuned in today. I'm gonna start off by introducing today's event. Talk about the structure and format of this webinar, and then we're just gonna get right into it. So just a quick overview of this whole series of events. And so at Gorgias, which is a customer support e-commerce help desk platform, we've created this direct to consumer experience e-commerce growth community, where we have many in-person and live events. And the idea is to find topics that are really trendy in the industry, and then assemble a star-studded panel of partners and experts and trusted advisors who can speak to that topic. And so one of our tracks of speaking tracks is the tech masterclass series, which you're attending right now. And this month's topic is all about how to nail the BFCM customer journey pre and post-purchase. And so I'm gonna just introduce the event and then we'll jump into it. And so the structure of this event is we have, it's a 90-minute webinar, there's five speakers who each get a 15-minute designated slot, which both includes their presentation and leaving some time at the end for questions. And so we're thrilled to be joined today by Gorgias who's the host, but also Skubana, Sezzle, Klevu and LTVplus, who are all gonna be speaking on how to nail that BFCM journey preempt post-purchase, but from different angles. Which is gonna be a great way for the brands with us today and any marketers and anyone else to really get a unique perspective from different angles and in a nice digestible fashion. And in terms of what we're asking you. So really these webinars are designed for you to help educate brands on the latest and greatest in tech and services in the e-com industry. And so it's really in your best interest to engage as much as possible, ask questions in the chat. We also have a Q and A tab that you can post any questions on. So during a presentation, for instance, if Skubana is going, you have a question for Emily, post it in there, I'll make sure that we get Emily to address that at the end of her talk, give feedback, so engage in the chat. And then if you're liking what you're hearing throughout the presentation, we would love, if you could share some love by using the #dtcx on to tag us on social as if you're like I tuned into this DTCX event, seems pretty cool, would highly recommend you check it out. Awesome, so you're gonna walk away with a lot of great insights today, but that's not all. And so our partners have graciously put up some pretty awesome prizes. We all know how difficult it is to take important time out of your schedules to attend events and webinars like this. And so we wanted to reward you for that. And so we have five great prizes up for grabs, which you can see here today collectively. This is over $1,500 worth of prizes that these partners have put up. How you can win these prizes, and this is key, is that at the end of each presentation, and again, there are five, we're going to roll the dice and randomly select one person who's live with us on air, as an attendee, and then we're gonna take your contact information and get in touch with you. So the key is you need to be on air with us when we announce these awards. All right, I'm gonna stop talking. I'm going to invite Emily up to the stage, and she will kick things off for us. Cool, hey, Emily, how are you?

Emily Garcia:
Hey, good, how are you?

Chris Lavoie:
I'm doing great. Thanks
Chris Lavoie:
Cool, all right. I'll let the Emily get her screenshare going and I'll give her a quick introduction. And so, yeah, really thrilled to be joined by Emily Garcia, who is a senior partner manager at Skubana. For fun fact, and we always do a fun fact for our panelists is that she lived in Australia for six months, which is really awesome. And then her short bio is that she's experiencing scaling SAS pipeline and revenue through strategic partnerships and integrations. She's a problem solver who thrives on partnering, pairing, sorry, modern-day brands with the right services and technology needed to scale their business. Obviously, Emily and Skubana are perfect fits for how to nail the customer journey for BFCM, and I'm sure you're gonna see that firsthand. So take it away, Emily.

Emily Garcia:
Awesome, thank you, Chris. So today I'll be sharing with all of you, how you can create a seamless customer experience during the holidays. So let's take a look at some global global e-commerce trends. The global e-commerce market is expected to total 4.89 trillion in 2021. A recent study from Deloitte revealed that night in 10 companies are making significant investments to improve their supply chain resilience, with 95% of the executive panels indicating that stronger supplies chains are very important, or just important in general. Not only does a strong supply chain make e-commerce brands more nimble, it also gives them the power to scale and launch when you go to market approaches for cross border e-commerce. We took a look internally and 35% of our merchants currently have at least one international warehouse in place. And all of our merchants in general have at least two warehouses in place. Online shoppers are increasingly looking outside their country's borders for purchases. What's happening is that it's becoming harder to get products out of China and other countries. Shipping costs and raw material costs are at an all time high. Space on shipping containers is scarce, and the holiday season is upon us. Let's take a look at 2020's impact and the considerations we should all have this year. If you handle your own fulfillment, stock up with all things needed for fulfillment, including the most basic things, like boxes, paper, bubble wrap, team, stuffing. Make sure to have a surplus of these essential items on hand. Moonglow Jewelry has been a client of ours for almost two years. They sell across four channels, one of them being in Canada. They have two warehouses, one in the US and the other in Europe. Across those two warehouses, they ship about 90,000 orders a year. Last year, during Black Friday Cyber Monday, they ran out of boxes at their US warehouse. The team had to drive all over town, trying to get their hands on as many boxes as they could so that they wouldn't have to continue to hold up fulfillment. Make sure this doesn't happen to you. If you outsource your fulfillment, the heavy lifting is done for you. All you really need to worry about is having a surplus of inventory, especially of your top selling products at each of your fulfillment centers by the right time. If you provide them with custom packaging or inserts, make sure to send them a surplus of these items Lastly, set the proper fulfillment expectations on your site. Check in with your carriers or 3PL to see what their shipping deadlines look like. And if there are any cut-off dates your consumers should be aware of. I know USBS and FedEx recently released what their holiday shipping deadlines look like. What are you looking to accomplish with this year's Black Friday, Cyber Monday? Is it profit, revenue, new customer exposure, liquidation, what do you wanna optimize for? If you don't know by now, you should sit with your team and decide what areas you're looking to focus on. It is impossible to achieve it all so setting a goal and prepping for it is essential. A lot of merchants treat Black Friday, Cyber Monday strategies like trial runs for their holiday strategy. If you're looking at profit, make sure you identify what your profit margins are across your best-selling products. You can optimize your site and offers properly. If you're looking to liquidate the inventory of products that have been sitting at the warehouse for a long time, consider a virtual bundle kitting strategy. Pair a top selling product with a product that may not sell as well or put together a mystery box. You can even consider a buy one, get one offer on these products that may have not been selling. These are all things that can be achieved through an inventory management system, using automated logic. In the next few slides, we will be touching on each of these essential factors to make sure you succeed this Black Friday, Cyber Monday and holiday season. Building a scalable fulfillment foundation is one of the most important things you can do for your business. Have a plan and system in place which helps to automate your fulfillment as much as possible. Pre-select carriers and shipping methods based on requested shipping from the consumer. If you have multiple warehouses, make sure to leverage order, routing and splitting, to ensure you're saving on shipping costs and delivering it to your customers as fast as possible without making them move. This is all something an inventory management system can do for you in the back end. If you don't have one in place already, this is something to heavily consider for early next year. Part of building a scalable fulfillment foundation is locating your customers. 2020 taught us that a brand's fulfillment footprint is mission critical to success. One of the new trends we saw at Skubana was that brands added on an additional fulfillment center in 2021 as a result of increase order demand last year in 2020. Currently all of our merchants have at least two warehouses in place where they actively fulfill from. You need to identify the best areas with highest customer density and make sure you have your stocks stored nearby. If there is another shutdown, something like this can save you. If you don't have a second warehouse or an international one, that is something to heavily consider for early 2022. If you do, make sure to implement automatic order routing and splitting ahead of Black Friday, Cyber Monday to make sure everything runs smoothly. Prevent stock outs, make sure you are overstocked on all of your products and that there is a big surplus of your best selling products. If you haven't done so already take a look at what your best selling products are and make sure you have the stock you need for the upcoming holiday season. If you know your containers are running behind, but will arrive soon, enable pre-ordering on your site for products you don't have enough stock of. This way you don't miss out on collecting revenue. Lastly, if you're a multi-channel brand, make sure your inventory is syncing correctly and in real time across all of your channels. Creating artificial scarcity. Artificial scarcity boosts of sales by representing an item as limited or rare, although you may have a surplus of stock in it, it acts as a great marketing tool for companies to drive in more customers. It thrives on fear of missing out and the best part about it is that it's free. If you have a system in place that supports this, like Skubana. We refer to this as channel allocation rules. Through our channel allocation rules, you can determine how much of your total available stock you want to display on each channel for each listing. Displaying less than what you actually have, has been proven to drive great results. Once the listing sells out and reaches zero, it automatically re-credits inventory based on your chosen thresholds to display if you have stock left. You can also determine at what point you want to shut the listing down by doing the complete opposite and pushing zero quantity to the channel once your inventory reaches a minimum level of your choosing. Virtual bundling kitting is a great way to increase your profits during the season, pairing of products that compliment each other and selling them as one, is the way to go as we move towards the holiday season. Make it easy for people, keep in mind that about 46% of consumers do their holiday shopping on Black Friday, Cyber Monday. Our next tip is to diversify and expand. Try and get on as many relevant channels for your products as possible. Make sure your stock is visible on all channels you're on and that the pricing and offers are the same, this will create a unified experience for consumers. If you're not a multi-channel brand already, this may be something to consider for this holiday season. You can start off small just listing your best-selling products on the additional channels, to minimize the lift. Lastly, let's touch on the importance of having a single source of truth for all of your channel data. Cross channel reporting with detailed data on revenue orders, units sold, profitability, inventory values, and even top and worse selling products can make all the difference for your business. This data will capture itself automatically if you have the right system in place and will make all the difference when you reflect on your Black Friday, Cyber Monday outcome and plan for the holiday season and the following year to come. If you don't have something like this in place yet, definitely reach out to us. And lastly, to thank you for your time today, we're giving away five $50 gift cards to any merchant that schedules a call with us, who hasn't done so in the past. It's first come first serve. I'll be putting in the link in the chat.

Chris Lavoie:
Awesome. Perfect. Thanks so much for that Emily. Really excited to learn more. Actually I think if you can stay on camera and maybe we're just going to have a few questions. Yeah, perfect. First of all, thanks so much. It's always a pleasure learning more about Skubana. Few questions before we let you off here. First is, we get these questions all the time. How does a business know if they're a good fit to get started with Skubana, like what are the key signs or metrics or maybe pain points that a brand might be experiencing when they start to think about having the need for a solution like Skubana?

Emily Garcia:
Yeah, that's a great question. If you're having trouble managing your inventory in general or forecasting or if you don't have any visibility into your profits and losses, or if you're looking to expand to other channels, then, you're definitely fit for us. So any of those are typically reasons why people might look into something like what Skubana has to offer.

Chris Lavoie:
Got it, cool, and then the next question, just to help people understand the value and the ease in which you can get set up. A question we get a lot when it comes to any partner or solution where you have inventory in the mix, is they have a lot of fear about how long it takes to get set up and onboarded with a potential solution. So can you speak to, the timeline for how long it takes for a brand to get set up and up and running with Skubana? Just if you could share information on that.

Emily Garcia:
Yeah, for sure. So on average it typically takes anywhere between two to six weeks for a brand to fully set up and go live on Skubana. It really all depends on the complexity of their workflow. This is something that we fully scope out through the discovery process and sales process. And then after that we assign a dedicated implementation manager to the merchant and their team, to help them onboard onto the platform and train them on how to use all the features and functionality. So two to six weeks, but most of the time it's really four to five, but we like to say two to six just to play it safe.

Chris Lavoie:
Cool, and then the last question is from an ideal customer profile perspective. Is there a certain threshold, like number of orders per month or the SKU count that a brand has, that makes them either a good fit or a bad fit for Skubana?

Emily Garcia:
Not necessarily, we're really a great fit for any merchant out there. We typically say merchants should be generating at least 3 million a year in revenue in order to be a fit for us. That's what we see, like our merchants range from three to 50 million and then our enterprise merchants, which is about 20% is generating well into the hundreds of millions a year in revenue. But anywhere between three and 50 is a good size in revenue.

Chris Lavoie:
Got it, perfect, appreciate that. Any brands with us listening in you now have a good sense of whether or not you'd be a good fit and you now know who to reach out to. So, cool, thanks so much Emily again for joining us and I'm sure we'll see you see you again soon.

Emily Garcia:
Yeah, thanks.

Chris Lavoie:
Alrighty, cool. Well, we're gonna keep the party going here with our second presentation. Just gonna invite Ryan to the stage who is at Sezzle. Well, actually, sir.

Ryan Boonstra:
Hi, fam.

Chris Lavoie:
Ryan real quick before we move on, I forgot to do the giveaway for Skubana. So just hold tight. So we're gonna quickly give away the first prize, which is a modern HD eight inch tablet with HD display. I'm gonna just randomly close my eyes here and we're gonna scroll through the attendees and I'm just going to pick a lucky winner. Cool, so I have Benjamin Edwards. So Benjamin Edwards, you are the lucky winner of the HD tablet, courtesy of Skubana. So, thank them. We'll be in touch with you after the webinar to get your contact information for shipping. Cool, all right, now back to you, Ryan, first of all, thanks so much for Sezzle joining us yet again gonna tee up with a quick intro and then we'll let you off. Cool, so really excited to have our second speaker today, Ryan Boonstra, who's a Senior Account Executive at Sezzle. His fun fact is, in his free time, he's an avid cyclist. That's awesome. Ryan's joined us for a few webinars in the past. I think you'll find him to be quite instructive. He certainly goes deep into the use cases for Sezzle and really does a great job highlighting the key benefits and specific metrics that a tool like Sezzle will help you achieve. And so, really excited to hear what you have to say for your BFCM packs. So the floor is all yours, Ryan.

Ryan Boonstra:
Yeah, thank you Chris for the nice introduction. So to those of you on the phone, thank you much for your time. I'm sure if you are a part of this series of the one that Gorgias ran last year, you definitely were able to reap some of the reward of optimizing your online experience last Black Friday and Cyber Monday. Thankfully, we've had a little bit of time to kind of better understand, first and foremost, how COVID has really impacted e-commerce in general. But really, when we look at payment methods in particular, what Sezzle does, today at least gonna take a little bit of a step back and describe some more of the underlying trends that we see from a customer purchasing perspective and in the main part related to how their purchasing preferences have shifted. So back in 2008 and during the great recession was when we really saw the main inflection point of shifting away from credit to debit. So a lot of tightening lending models, even this year where we've seen reports that credit declines have increased as much as 30% from last year in 2020. And when you look at young consumers in particular, those that are traditionally opting into methods like Sezzle, which we'll describe the business model a little bit here in a moment, are those that tend to have less of access to credit. And one of the main reasons for that is in 2009, that credit card lending app prevented many lenders from actually messaging or marketing their cards or different financing solutions on college campuses. So it's just been less effective for lenders to actually reach these kinds of shoppers who many of which still have seen what's gone on with their family or their parents have had terrible experiences with credit have been declined constantly and are looking for unique options that are gonna allow them to pay for things that they either need or want. So when you look at our user base, we see many of them and actually a good majority of them having been denied for credit, having maxed out cards in the past. And when you look at our period of repayment, which is four installments over six weeks, it's not a long period of time. Most people that are accustomed to credit are gonna be used to the traditional 30 day period after your statement hits, to go ahead and make your purchases or pay off your statement. But the downside of that is, it typically comes with high interest, not transparent fees. And that's really what we're trying to come back here. So when you look at some of the surveys that we've done in partnership with the Center for Generational Kinetics, which is a national research firm, we're realizing that one of the main reasons people are looking to opt, for ways that you can pay not in full and the main one is gonna be no fees or interest. And one of the other ones, is no and negative impact to your credit score. And so one of the biggest problems that we've seen especially during all of the different issues that COVID has impacted us with, as many people still trying to establish a baseline for their credit score. And so it's directly in line with people that are not trying to negatively impact it, but at the same time it's kind of the chicken and the egg scenario where you're not gonna be able to build upon a credit score that's not even there. So that's another thing that we're able to give you access to and I'll touch on that a little bit more here. But what we're seeing from buy now pay later, and one of the most kind of intrinsic results is what we call a positive halo effect for brands. And so we're seeing that 80% of shoppers, and this is from another Center for Generational Kinetics Study is that consumers believe a retailer that stands behind its products more is more socially aligned. It tends to be one that they'd like to purchase from more often. And so that's really why we've tried to focus our mission on being a certified B Corp, on financially empowering the next generation. But ultimately that comes down to education and access. So through different portals of really trying to better educate customers into how to build their credit score and how to really utilize that, to really get access to a better financial livelihood, opposed to simply, like I mentioned before from some of the growing trends we're seeing, so many declines in credit and inability to access purchasing power that, millennials and Gen Z, that the greatest purchasing power that segments have seen, that can actually get access to it. So, what is this growth act exactly and how can you leverage buy now pay later to really take advantage of a period of time where we tend to see over 20 to 25%, if not greater, of the entire year's revenue, just falling into one month and potentially even one week. So what we're seeing, of course a rise in digital commerce, which is really exacerbated by COVID. Flexible payment options have really become the key method for the next generation where for our shoppers, at least 80% of which tell us that they want Sezzle to be their preferred method of payment and ultimately buy now pay later usage in general. So players like Sezzle, Afterpay, Klarna, Affirm, have seen such great year over year holiday improvement, where we see a lot of our, both in merchant acquisition and shopper acquisition occurring in the last quarter of the year. And so if you're familiar with buy now pay later, I'm sure you've heard of the different marketplaces that providers like Sezzle give you access to, but if you're not, there effectively in online shopping database or marketplace where you can come on, leverage our search engine and find unique brands and retailers that are selling the products that you're looking for, but you know that you can leverage a buy now pay later solution on and make it easier on your finances. And one of the really unique things that we see about that is, our period of repayment being six weeks really fits in with given a majority of Americans are paycheck to paycheck, it allows you to line up your purchases along with those paychecks, just to make things easier as we know many people in their budgeting are focusing on their rent and food and things like that earlier on in the month. And then another point especially related to what we've seen with COVID and how that's impacted just the economy in general, but also leading into the holiday season. We're seeing a lot of shoppers really expecting prices to increase this holiday season, whether that because of tariffs or because of inflation as we touched on in the presentation previously, logistics issues, if you're a brand that's considered increasing those prices and maybe it's out of necessity, buy now pay later is also another way to, I look at it as kind of inherently decreasing the price of the product without actually doing so, but giving people a way to pay over time and just simply making it easier for them. We'll touch on some of the stats on how that actually impacts them, but it's been a great way to ultimately allow someone to access a new payment method, attain purchasing power they couldn't have achieved otherwise. And then like you saw in the survey data, not paying any interest or fees. So, why is this effective? And really, what are you getting out of adding an option like this at your site? Typically over a 6% increase in purchase frequency. We honestly did not expect the second stat of decreasing returns by 10%. But really when you think about it, it's really a buyer's remorse thing where you're looking at the next period or the next day on your debit statement or your debit card or your credit card and you see that you only paid a quarter of the purchase price. It just makes it significantly easier to stomach. So generating 11% higher revenue on the average and that's net new incremental revenue from predominantly shoppers that have not checked out previously. And when you look at our apparel and retail and basket sizes that we saw last Black Friday and Cyber Monday, we saw transactions that went through the Sezzle portal, nearly 50% higher average order values than what came through credit or existing debit cards. So, what exactly is the Sezzle solution I'm talking a whole lot about, I'm sure you guys are familiar with the Corp, buy now pay later idea, but what we do for installments over six weeks, completely interest free, there's no impact to your credit. But one of the options that we do have that's built into the solution is actually a way to opt in to credit building. So for many shoppers that have thin or low file credit, they've been unable to attain credit due to all of the limitations that I've discussed previously, Sezzle and opting into this program and we actually just announced a deeper partnership with TransUnion today, allows them to actually establish a baseline, which as we all know, building that score over time gives your entire financial situation just much more breathing room. And then of course, I'm sure many of you are thinking about, "I see Afterpay, I see Sezzle, I see Klarna and I see four installments over six weeks under all of the brands. Isn't it the same thing across the board?" And we get that question so often, and really there are significant nuances to each company, but one of the biggest ways that we have set ourselves apart, and I truly think this is why we have the highest Trustpilot and G2 ratings in the industry. And it's because of our social alignment and really what we do on the back of our customers. So we're the only Certified B Corp in payments, actually Certified Carbon Neutral and we plant a new tree for each new user that we acquire. But I think the most important portion of this real mission alignment and buy now pay later is financial education. So within our portal, you're given access to a tool called Sezzle U, which is a series of blog posts and informational tools to better understand how to leverage Sezzle, but more importantly, how to leverage other financial assets to better your financial livelihood. And you're not gonna see things like that from some of our competitors who candidly may be more focused on loyalty and ad related effectiveness, which is great as well, but that's just not the mission that we've focused on. And so when you're looking at your shoppers and the ones that may not be converting, they may not be boosting your average order value right now, more than likely at least what we've seen from our survey data and anecdotes from our merchant partners, which we have over 42,000 of, many of those people that aren't converting tend to have below a 600 FICO Score. And that's where 53 or over 50% of our user base tends to sit. So, again, just painting a picture of how you currently may have an inability to convert these kinds of shoppers, if they're not given more leeway over time to pay for their items. And so these other people that aren't giving credit, these are the people that aren't given access or education to it, and buy now pay later is an easy to add, especially for those of you on WooCommerce and Shopify, a tool that you can leverage this holiday season through the remainder of the year and onward to acquire more of these kinds of shoppers. So I'll quickly skip through these final couple of slides here, but really what this looks like on a retail partner site. One of ours, Barstool Sports just has a couple of different messages, either under the price point, whether that be on the Product page, the Cart page, or at checkout, just providing consistent messaging throughout to ensure that you're educating the shopper on an easy to use interest-free option that you can pay for items over time. But ultimately, if you're someone that's using Sezzle already or using another provider like we've mentioned before, more than likely you're gonna be using another one within the next 12 months, if not sooner. We've opened up the ability for our clients to work with more than one provider than just Sezzle, and we're seeing a strong shift in that direction from the other partners as well. And just when you imagine even looking here, the credit card ticker, you're seeing that there are multiple options that can be leveraged through a single checkout. And that's really where we anticipate the market heading in. And ultimately, when you check out user data from both Netfluentialand what we've asked our server or shoppers on, we're seeing that 82% of users want to see more than one option. And ultimately that's down to customer choice. You use different options to pay for different items or you attain different credit card points for different cards. And through all of us, pay for things in different manners. So really what we're going after here is just optimal consumer choice. And so finally with one of our clients, apparel brand in the US, Kappa actually was utilizing Afterpay first and then added Sezzle. And we still have a slightly smaller share of checkout than Afterpay does. And that's completely okay because our average order value lift has been about 5% higher than they've seen with Afterpay, but ultimately these are incremental benefits to the retailer because the greater share of checkout here compared to credit, especially at these high of average order value lifts is purely incremental net new revenue from shoppers that in 80 to 90% of cases, would not have checked out with you otherwise. And so really takeaways here, we're expecting Black Friday and Cyber Monday to be even more impactful than 2020, but of course, coming with some more pricing concerns potentially. So consider ways that you can either provide better or greater discounts, but also considering options like Sezzle that will allow you to inherently discount the product, make the unaffordable affordable, and then really try to drive greater sales through a buy now pay later solution. Thank you, guys, for your time.

Chris Lavoie:
Awesome, that was fantastic. Ryan, I'm just trying to keep track of some of the questions we have in the chat here. So first of all, the thing that sticks out to me every time you present, is just how much data Sezzle has, not just on your own existing retail partners and customers, but also just like market research. I think that stands out and we definitely appreciate that. I think everybody with us does. So just want to commend you on that. Few questions for you before we let you jump off. One question I have, and then I'll get to a few questions from the audience. Can you tell us if you have the data, what's a typical basket size value where, a buy now pay later solution from a consumer standpoint starts to become appealing. So for instance, if you're buying cheap goods, like things under say, $20, I imagine that this doesn't come into play. So is there a typical sweet spot for the cost of goods, average basket size where you start to see buy now pay later just jump up big time?

Ryan Boonstra:
Yeah, that's a really good question. So given we work with so many merchants, we really see success across the board, but if you boil it down to our absolute sweet spot, it's gonna be average order values from, in the $60 range to probably as high as 200. And now I'm just referring to best performance from a percentage AOV lift increase. Of course, it's gonna be less exponential. It would, if we're looking at electronics that are average order value, let's say a home security system of seven or $800, that's more of a conversion play. So just trying to get more people through the door. But yeah, if you're solely looking at average order value, it's typically apparel and fashion brands with an AOV plus or minus on.

Chris Lavoie:
Got it, that's great. Few questions, I won't be able to get through all of them. So if you, when you jump off, if you can answer the rest of them, that'd be great. So question we have here from Solei. She's asking, "What's the benefit of having multiple BNPL options other than customers wanting to have the option?"

Ryan Boonstra:
Yeah, really good question. And I'll kind of build off of some of the points that I mentioned at the end. The key really is customer preference, because really shoppers are looking for their preferred method of payment at checkout. Whether it's buy now pay later, whether it's debit, whether it's credit, whether it's making sure that you can walk into, let's say a restaurant and pay with your Amex or not. You really wanna make sure that you have the options that the customer wants. And then to my point earlier, we do different things for different reasons. Some are, Klarna, for example, is a great rewards program, which can leverage ways that you can alleviate purchase prices in the future on different orders. We don't have something like that, and it's because we haven't focused on it. Sezzle can allow you to build your credit score for those that may not get approved by another method, like a firm, who publicly says they wanna prove under, let's say a 600 FICO Score. So really it's, these different solutions are more nuanced than they seem to be when you just look at installments over six weeks. But yeah, we each have our own value at it.

Chris Lavoie:
Got it, that's great. We could keep chatting forever. I truly do appreciate every time you get to speak with us, Ryan. There's a few more questions that we don't have time to get to. So if you could, kindly after you jump off, just engage in the chat and just answer some of those questions, you're a hot commodity today, but yeah. Before you jump off, sorry. Yeah, before you jump off, I keep forgetting. We do have our second giveaway, so Sezzle has put up a JBL Flip 5 Bluetooth speaker, which is a great speaker. So I'm just gonna, again, scroll randomly through here and let's just take a gander, see who wins this one, and tell I'm Canadian by the fact that I just used gander in a sentence. So Natasha Murphy, you have won this JBL Flip speaker from Sezzle. We'll be in touch with you after to get your shipping address.

Ryan Boonstra:
Congrats.

Chris Lavoie:
Yeah, thanks again, for representing Sezzle, Ryan.

Ryan Boonstra:
Yeah, of course, talk to you soon.

Chris Lavoie:
And so yeah, cool. All right, well, that's a tough act to follow for myself. So yeah, I'll be doubling today as host, but also as a presenter, big, tough act to follow from Ryan at Sezzle but excited to speak with you today. Cool, so obviously as the host, I won't be able to moderate the chat. So if you do have any questions, just hit them up in the Q and A. I haven't seen as many questions as I typically like to see. So any merchants or brands with us or anybody who has a question, make sure you hit up the Q and A section and engage in the chat. Cool, gonna keep the presentation going. I'm gonna be speaking on behalf of Gorgias about how you can really nail that BFCM customer journey. And I'll be speaking to this point from the customer support and customer experience standpoint. So I'm gonna start off just by introducing and giving a high level overview of where customer experience stands in modern e-comm and then I'm gonna switch gears and talk about Gorgias, and then ultimately, some tips for you heading into BFCM. Cool, so I think any brand that's starting to hit a reasonable scale and size is appreciating more than ever. The customer engagement and customer experience really is that critical layer of your e-commerce stack. And if you think end to end, all your marketing, top of funnel stuff, all the way to post-purchase, return and exchanges and customer care, that customer experience is a quintessential piece of that tech stack. And there's a few key data points here that really illustrate this point. Well, I'm not gonna go through over them verbatim, but what these data points are showing you is that there's two main ingredients when it comes to delivering exceptional customer experience to your consumers. And those two key ingredients are speed, so how fast can you actually respond to a question? We all know our attention spans are shorter than ever, when we're shopping, we expect answers to be lightening quick. And so that's a must have ingredient. That's honestly probably the most important ingredient. And then aside from that, it's personalization. And so it's how well are you conveying to the customer that you understand that, their purchasing habits, the reviews that they've left on you, the average sentiment that they leave on your social media post. This should all be consolidated into a single view. And we believe that this should actually be powered through the customer experience platform. And so how well can you be fast, and how well can you deliver personalized experiences? Having one of two is a pretty good start for most brands, but if you can really nail both of those, then that can unlock some serious growth, both pre-purchase driving more conversions through customer engagement, but also on your retention and lifetime value post-purchase as well. Oops, cool. So to give you a quick summary of where things stand today with buyers and in e-com, obviously we've heard so much about the ship again and that's happening right now, you have freight container ships parked outside on the coast of California. We're expecting a lot of shipping delays and it's gonna lead to a big mess. And so it's suffice to say how many buyers today are gonna be frustrated. This is true most times of the year now, but certainly for BFCM holiday season, you can expect a lot more problems. And so in the customer support side of things, what this really means is you're gonna, customers are gonna face slow response times. So whether you have a pre or post-purchase question, whether you're trying to track your order, or you got the wrong order, or you're really upset about something, if reaching out to brands, customers are typically facing long, fast response times. So how long it actually takes to answer and get back to a customer and put a question, when you're not leveraging all of the customer insights and data, you're not delivering personalized responses or you're wasting a lot of time trying to understand who the customer is before you actually get into addressing whatever concern or question they might have. That's a huge missed opportunity on the sales side of things, and also hurts your attention and sees that, and then just having siloed data. So not having all of your tools within your tech stack integrated with one another is a huge missed opportunity from a data leveraging perspective, and we'll talk about that. And so all of these problems are true. As I said, most times of the year, but certainly true at this time of the year. So we're gonna talk about how you can really think about customer support and customer experience and setting yourself up for success this year. So quickly introducing Gorgias, and then I'll give these four major tips that we have for you. So if you're not familiar with Gorgias, we are one of the most widely used customer support help desks that were built specifically for e-commerce. We were built initially as a Shopify App that basically manages all of your communications with customers. We've since expanded. We are predominantly a Shopify based platform, but we have a healthy amount of customers on other platforms like BigCommerce and Magento, for instance. And today we're trusted by over 7,200 DTC brands of all shapes and sizes. And one of my favorite facts is that, we're an agent powered help desk, meaning you have an actual human being powering our technology. And currently we have over 22,000 support agents working with DTC brands, like ones who are with us today that are using Gorgias on a day-to-day basis. And then in terms of our feature sets, the main thing to highlight is that we're essentially consolidating all of these main communication channels that you have with the consumer, whether it's through phone, live chat, email, SMS responses, and then social media engagement as well. We're gonna pull all of those conversations into a single view, a single dashboard, and then we're gonna match all of that up with the customer data that you have through their Shopify, through their Amazon, through the reviews that they've left through Yapo, through their subscription data that they've left or have with you, say through Recharge. So, all of the data and all the customer communication is gonna happen in a single dashboard, which is a breath of fresh air for brands who struggle with support. All right, so we're gonna go rapid fire with four major tips I have for you to think about around customer support. I'm going to be highlighting how Gorgias helps solve these problems, but you're using Gorgias or not, whether you have a custom tool or you're managing things manually, regardless, these are some of the things you should be thinking about. So the tip number one, certainly heading into BFCM, certainly if you've been running for a number of years and you can look back to previous years is to understand your support volume. And so you should have a clear idea of, okay, certainly during BFC and holiday season, what are the most commonly asked questions and what is the makeup of our support volume? And so what I'm showing you here is a typical direct to consumer brands support volume that they have. So if you get a thousand support inquiries in a month, this is the breakdown of categories or question types. And so you can see here, order status takes up the biggest chunk of this one third of your volume typically, and there's a few other repetitive questions like canceling an order, refunding your requests and unsubscribing. And the main point here, is that while these are important and certainly they're important to the end consumer, these are questions that are honestly with modern e-comm tools, this is super easy to just automate and completely take away from your support line. So that the bullet at the bottom here is you should not be answering these questions that are circled in blue. You should not be answering these manually. And so you should be able to detect these questions incoming. You should either be able to give the customers the power to answer themselves, or you should be set up to respond to these really quickly. And so this means building templated email responses, having rules and triggers in place where if a customer says, "Where is my order," then respond with the data and give them a personalized message. And so the way that we achieve this in Gorgias at least is we have this great self-serve widget. You go on a website, you can go to hellotushy.com for instance, they're a great, the data company that uses Gorgias At the bottom right, you'll see this little pop-up, if you click it, the first thing you'll be prompted with is this widget here, where now you're giving the power to the customer. So imagine you're a consumer, you maybe don't want to talk to someone on the phone certainly anymore. We don't do that. You don't even really want to talk to a live agent maybe. And certainly a lot of people don't like to engage with an actual bot. And so now you can avoid having to talk to anybody. You can get instant information on your own. So you simply just need to hit one of the options, track, return, cancel or report an issue with an order. You put it in your email or your SMS number along with the order ID and then it'll just spit out all of the different orders that we have tracked for you with that specific brand. And what's great is now you're deflecting, not even automating the resolution of the tickets, you're actually deflecting them from being created in the first place, which is great. And transparently, this actually hurts our pricing model. So this is not in our best financial interest, transparently because we're a ticket based pricing model, which works really well with our brand. And here we are deflecting the actual creation of tickets, right? And so this is a huge boon for our customers that they're really excited about. You can deflect anywhere between 30 to 40% of your support volume by giving your customers the power to answer their own questions. So let's now go quickly to this chart. So let's just imagine, for instance, we've wiped away these repetitive questions, like order status and refunding request and canceling an order. Now, all of a sudden, what we start to see is there's actually a lot of pre-purchase inquiries that are embedded in your support volume, that are disguised and you weren't capturing them before because you were spending so much time answering things like, "Where's my order." And so you can see questions like product availability, product suggestion, product question, creator question. These are pre-purchased inquiries that are being unattended to in your support volume. And it can be anywhere between 10 to 15%. And so by spending too much time on WISMO, you're not actually getting to these pre-purchase opportunities. And so this represents a huge, a little bit of a hidden treasure chest within your support volume, where if you're able to capitalize by delivering fast and personalized responses, you can start to actually capture meaningful revenue. And so for instance if you're doing, 1000, 10,000, 25,000 tickets plus per month, if you multiply that by the 10 to 15% number multiplied by your average order value, then that can give you a pretty good sense of how much revenue you stand to gain by capturing on this. And so the takeaway here is focused less than frequently asked questions, build out some way, whether it's through Gorgias or another means to automate the resolution of these tickets and then focus more on pre-purchase opportunities. Cool, tip two, I've kind of highlighted this already, put a premium on speed and automation. This is true always, when it comes to customer support and customer experience. People want answers fast as possible. If I'm on a website and I engage with a live chat and they don't answer me pretty quickly, I'm gone, right? There's no chance I'm going to stick around and wait for them to answer me. So speed is everything. And one of the most important metrics for any brand with us, whether you're using a support tool or not, that you should have a firm understanding of, is response time. So this is not to be confused with resolution time, which means how long it actually takes to close a ticket and resolve the question. Response time is how long does it actually take for you to acknowledge the existence of a customer and their requests that they put into you, their inquiry. And so we see a much stronger correlation between first response time as compared to resolution time, to important metrics like conversion rates and retention rates and LTB, for instance. And so we've actually categorized all 77,000 plus Gorgias merchants who use our platform into five categories, one being the worst or the slowest response time and level five being the fastest, which is we call the Amazon gold standard, like them or hate them, Amazon delivers exceptionally fast, first response times. And that's where we want to get more of our customers there. And a key data point here to really illustrate how important first response time is, is, if you're engaging with a customer pre-purchase, whether it's through live chat on your website or your having an SMS conversation back and forth, maybe they responded to an SMS campaign that you sent out. If you respond in under 10 minutes, the conversion rates for that opportunity go up to 28 to 35%. And so this is a major opportunity for you. And again, the key ingredient here is being as fast as possible. All right, so quickly again, I don't want you to turn this into a Gorgias demo in a sales pitch, but I'm showing you, what the opportunity is, and I'm showing you how Gorgias approaches it. If you're not using Gorgias your using your own custom tool, the takeaway is still gonna be the same. And so here, I'm just gonna illustrate some Gorgias features that help you go fast and put a premium on speed. And so I mentioned live chat. So we have a great live chat, it can be agent power, 24/5. A lot of brands are starting to adopt 24/7 as they expand it to international markets, which is great. But aside from that, we also have some pretty cool features that are easy to set up like macros. So canned responses. So heading into this BFCM you should be thinking, "Okay, I now understand my support blame, I understand that 30% plus is gonna be around where's my order. I better have this canned response or prebuilt macro that allows me to answer WISMO questions as fast as possible." So you can example here, build it a nice personalized message, embed some data variables like Shopify data variables, or you can embed a lot of other variables as well. And the moment I hit send on this email or message, it's gonna immediately retrieve all of those data points from whatever tool you're pulling it from. How you put this on steroids, is you use our rules approach, which is the automation piece where you're setting up if statements, logic statements, so if customer messages us with this request or this phrase, then respond with this action. So it's kind of like a Zapier, if you use Zapier. So here, this rule is for order status. So when a ticket is created or an inquiry comes in, and if the message contains any of the keywords, like, "Where is my order," or WISMO or order status, et cetera, then reply with this specific macro, this will work through live chat, this will work through any channel of communication I might be working with, including social media, importantly. And there's a lot of customization around this. So you can set up a cadence delay. So this could happen within an hour, within two hours, however long you want. There's a lot of other controls that you have to your disposal as well. And then just to give you an actual example of how powerful this whole fast response time thing can be, a few years ago, one of our customers in a single day, so this was right after BFCM, they didn't have this great campaign. They rolled out a lot of social media stuff, drove a ton of traffic to their website, and they had their support team inside of Gorgias, armed and ready to go on live chat. And so meaning that as soon as customers started to engage with their live chat, they were able to deliver rapid first response times, so which you can see for this given day was two minutes, eight seconds. And so their whole approach there was like, "Look, you're gonna have a ton of people who have questions about your products." It was a higher end luxury products and obviously people have questions about that before they pull the trigger on a purchase. They were able to answer questions lightning quick, and just through live chat alone, you can see that's the one channel that they engage with that day. They drove in $23,000 in sales, which we attribute very accurately inside of Gorgias. So this just shows you, and this is a few years ago and our products are much better now, this just gives you a glimpse of how powerful funneling as much traffic to your website can be, having a little widget at the bottom, basically a little sales rep saying, "Hey, it's me here, I'm happy to help you navigate through the purchase. I know this is a big decision for you. I want to make sure that you're comfortable before you make the purchase, be lightening quick for your first response times and drive sales that way." And that is basically backing up this whole claim around conversion rate boosts from fast response times. Cool, tip number three, this one's really exciting. And it's capitalizing on your social media engagement. Right, obviously at social media marketing, Facebook marketing, et cetera. That's a proven recipe, we know that works. I'll be at how expensive it's getting now, but there's also a tremendous opportunity to start converting more of the engagement that you're getting through social media, into new sales. Right? And so I'll talk about step one and then I'll get into step two. So step one is to be able to consolidate all of these conversations in the first place. Right? A big problem that a lot of brands have is their marketing team is the one who'll power, send out these great campaigns, get a lot of engagement. Maybe you have a lot of people liking your photos, commenting on your photos. That's great. From a brand awareness perspective, that's great, that's kind of top funnel, right? But what will happen is you're not managing and moderating that channel, all of that engagement, your marketing team are saying, "Look, we did our job. We're not responsible for responding to DMS and replies to stories and comments on our posts." So what happens there? Right? With a tool like Gorgias, we're pulling all of those conversations in, just like we would with phone SMS, live chat, email, we're pulling on the social media conversations as well. DMS, posts on comments, et cetera, or comments on posts, sorry. And so you can see here, this is what a view of inside of Gorgias looks like. So you can see all the individual tickets, which agent is responsible for managing those tickets. And then here's the channel, right? So you can see that, you're not having to log in all of these different tools to engage back with the customer. We don't care if it was email, Facebook, Instagram, Twitter, whatever, we're gonna make it look the same, which from a customer support agent perspective is super for them, because they don't have to like log in to a bunch of different tools. And so now you're also importantly not missing out on all of this engagement. So I'll give you a really good example. And so here's a mock up example of a product thread. So a brand posts, a picture of a new product. You have all of this engagement on your Facebook and what's happening is, is Gorgias we'll be detecting keywords through our machine learning and sentiment detection. And so you'll start seeing keywords like need, need, need, and this will detect positive social sentiment based on this rule here. So when a ticket is created, if the Instagram comment contains, positive sentiment, it'll detect that and tag it as a social lead, meaning there's a potential here to convert a sale that came in through a social media opportunity. And so this will create a ticket, it will tag an agent, it'll prompt them to go in and be like, "Hey, look, there's an opportunity here to convert a sale. You better act quick." And so this is such an easy way to start leveraging more of your social media engagement because too many brands, they're doing a great job getting their brand awareness enhanced through their engagement, but they're not actually capitalizing on the engagement, which is a big missing piece there. And so really this commune equivalent of say a five to 10% increase in your ROAS, your return on ad spend by really capitalizing to this. And then the final tip is this whole not having your customer data siloed and really mapping out every channel that a given customer for you is engaging with. And so, put a different way, is making sure that your tech stack is fully integrated with one another, whether you're built on Shopify, whether you're headless, whether you're built on any other platform, regardless of all the different apps and technologies that you're using, whatever the most important ones to your operation mission is, you should make sure that they're integrated as possible. Meaning data is being flow to and from, and action and platform A is reflected in platform B. And you'd be shocked at just how big a benefit this can be. For instance, like Gorgias, a typical brand who uses Gorgias is using anywhere between eight to 15 different integrations that we offer, right? Just to give you a sense of how powerful that approach can be. And I'm quickly just gonna show you a few to just highlight how much data we're pumping into Gorgias, an unbelievable amount. And so I showed you kind of, we have this ticketing idea. We have conversations with customers. That's really great. And we have all the Shopify orders for instance, but we also, because of our deep integration network, here's an example of some of the data that we're also pumping in. So we have an integration with loop returns. So now, if a customer has requested a return, it'll show up in the customer side view profile, so you can see that, you can click this link and go directly into their return request inside of loop. That makes it really easy. Obviously, if you're a subscription-based model as a brand, you might be using Recharge as an example. And so now whenever you're talking to a customer, you can see all of their complete overview of all of the Recharge subscription data. You can take actions. You can also bake this into the rules feature that I showed you earlier, which is great. Yotpo, a super powerful reviews and UDC and loyalty based app. Now you get to see all of the loyalty points you have, how many reviews they've left, specific reviews. You can actually click on them. You can reply inside of Gorgias and it'll actually show up, say on a Google review, which is really powerful. And then Klaviyo, one of the most widely used, email marketing automation tools, you're seeing all the different segments they're in. You can see all the different codes they've received and we're pushing data actually into Klaviyo that you can use for better segmentation. So this is all to say, that because we have such powerful integrations, you're not only just having to say table-stakes Shopify data and the ability to interact with customers directly. Now you're adding on all of this additional insights, which makes it incredibly easy to deliver a really personalized experience and find opportunities for upsells. And so this is just the tip of the iceberg on that. And that's it, really excited to be able to share this with you today. Hopefully some of it resonated with you. There's still plenty of time to check out a tool like Gorgias. So if you are interested, just hit me up, chris@Gorgias.com. Let me know that you tuned into this webinar and they were happy to get you set up with a two month free trial, which give you plenty of time to check at our tool. And with that, I'm going to stop sharing, if there's any questions in the chat, I'll be sure to answer those in a moment. Before we move forward I'm just gonna do our special giveaway, which is a set of AirPod Pros. And so I'm just going to roll the dice one more time here. All right, so I have Jen Abel, Jen Abel you have won a new set of AirPod pros, apologies if you already have a set, but at the very least, you'll have a nice gift to give someone for the holiday. So congratulations, Jen, we'll be in touch to get your shipping info and we'll send those out shortly. Cool, all right, well without further ado, I'm gonna continue on here and we're gonna invite Sree, to the stage who is with our friends at Klevu.

Sree Sripathy:
Hello.

Chris Lavoie:
Hey, Sree, how are you?

Sree Sripathy :
I'm all right, I'm all right.

Chris Lavoie:
Awesome, well, really excited to have you with us. If you want to go ahead and get your screen share going. I'll give you a quick introduction.

Sree Sripathy :
Awesome. Y'all can see my screen?

Chris Lavoie:
Yes, we can, cool. So I'm really excited to welcome Sree to the stage. She is a customer success manager at Klevu. Her fun fact is that she used to work in a zoo, managing on-site systems and training multiple baby black widow egg sacks from a turnstile that's honestly might take, I've done hundreds of these, that might take the cake in terms of the most unique fun facts. So congratulations on that.

Sree Sripathy :
Thank you, thank you.

Chris Lavoie:
But yeah, really excited to have you with us today Sree. And the floor is all yours.

Sree Sripathy :
Awesome, baby black widows, by the way, are yellow and black, not like fully black. So if you'd run across one, runaway. So thanks for joining me, my name is Sree. I'm a customer success manager at Klevu. And what does Klevu do? I ask myself the same thing every day, just kidding. We provide AI powered product discovery software that connects shoppers with what they want to buy. So let's talk about the problem, normally referred to as the middle child. I say this with respect while hiding behind my monitor. The landscape for e-commerce is more crowded than ever. E-commerce has grown tremendously during the COVID pandemic. People are much more comfortable shopping online. Several clients have told me that in the past two years, their strongest revenue months used to be their lowest crazy, right? So, you as consumers will spend $933 billion on e-commerce this year. This is an 18% year, over year increase and it's 15.3% of total retail sales. Let's talk about product discovery. We want shoppers to have the best experience possible and great customer experiences are created by removing barriers. Is your product discovery filled with barriers or is it guiding shoppers to the cart? We're going to drill down into header navigation, the homepage, search, filtering and product selection, product detailed pages and purchasing. So whether you're established or just starting out, I hope to show you some areas of your website that can be improved. So if you can follow along, open up your homepage on your website or on your browser, not on your website and follow along with me. Let's start with site navigation. Is your search bar visible on mobile and desktop search converts three to five times better than non-search pages. It's obvious, right? We want to drive people to search. This means a prominent invisible search bar on the homepage. So make sure your search bar is in exactly the same position across the entire website. You don't want it to be bouncing all around like a two-year-old. You want it to be static, same thing with mobile. You want a visible and consistent search bar on mobile. Whoops, that slide went a little bit ahead of me, you want a visible and consistent search bar on mobile because that will increase purchases by 44%. People interact with what they can see. A lot of fancy UX/UI design hides the search bar behind a pretty icon or something similar. Don't do that. Show people they can search and they will search. And you will see that mobile increase. Now let's talk product content. Do you have information pages like return policies, shipping information, and FAQ's as part of search results? Definitely start including those, 60% of shoppers want to know your return policies before buying, including that information is helpful to shoppers as you're providing value and value always helps conversion. Now let's talk about your homepage. Do you show product recommendations on your homepage or landing pages? Think about including them. Relevant product recommendations on the homepage increase conversion by 25%. If you can, make them personalize to the shopper or show new or trending products, the way e-commerce is going, somebody always has something new or trending, so keep that up to date. And when you show the recommendations, you want to make sure that content is rich. So include price, include sales, include reviews, any relevant attribute to get a shopper to buy things. You also want to make sure your content is fresh. Either merchandise it daily, or use an AI recommendations tool, wait for the namedrop, like Klevu, to help you automate. We are now going to dive into search and product discovery. I have not had any coffee today, so please bear with me and give me a lot of enthusiasm. Do you offer auto suggestions in your search? You want site search to anticipate what a shopper's looking for. This can be done with the search dropdown or overlay that so search and products additions, while someone is actively typing. So if you guys remember back when we actually went into stores and shop, did you ever remember working behind the counter and someone would come in and say, "Hey, we're looking for something fun, friendly, colorful for my two year old." Really specific, right? Keep in mind. But even online shoppers will not know product names. They won't know how to spell them or even which product they're looking for. So you want to anticipate what they're looking for and help them out. In the graphic that you see, we're looking at Eurokangas, a finished fabric shop. The search term, "Black Stripe", brings up not only products, but also categories and content pages. Now let's talk about typos, they happen. 26% of e-commerce websites can not handle simple misspelled words and return zero results. Most shoppers will bounce if they get a zero result, natural language processing prevents this. In this graphic, you'll see that on one site, sofa is misspelled as S-O-F-F-A and returns zero results. In the second example, the same search on made.com returns relevant results. With Klevu, natural language processing or NLP is part of our AI and requires no manual work. So don't lose sales over a simple typo. Now let's talk about long tailed search phrases. Natural language is becoming more and more important with the use of voice to search, especially for mobile devices. Can your search engine process a term that includes various attributes like color and category and price. According to the Klevu product discovery index, 54% of e-commerce websites returned zero or irrelevant results for complex search queries, natural language. You want relevant results in the search overlay and search results pages like we see here on made.com. All right, no results pages or the NRP. E-commerce merchants love these, remember when word clouds were all the rage back in the day, you'd see them on every no result page. Here's the thing, you do not want your shoppers to ever reach this page. With natural language processing, there's a 12% increase in e-commerce conversion from search. Why? Because shoppers are finding what they're looking for. There will still be instances when a user hits the NRP. You don't want the shopper to abandon the site in that instance. So you want to think about how to keep them, how to keep that conversion. So here are some tips. Number one, have a well laid out page. Number two, provide alternate queries or keywords suggestions. Don't have them think too much. You want to guide the shopper. Lastly, provide a list of relevant categories or trending products. The entire goal is to not lose the conversion. Edina says, you can see her does this really well, which by the way is probably because the page has reached often, obvious hint, they don't use Klevu. For the record, marketing insisted I say this joke, I take zero responsibility. Please enjoy the pun. Now let's talk personalization. Do you use it on your website? Personalization increases the average order value by 6% when enabled on a website, the slightest improvements to average order value per session value or conversion rate will result in more revenue generating traffic to your website, here are some tips. Have a reset window, any personalization behavior or purchases, reset after a certain time period. Number two, base personalization on behavior rather than profiling. This will result in more relevant results. It is not resource heavy and there are no associated privacy concerns or risks. Next we'll talk about sorting and filtering important for laundry and socks and also your website. If you don't have proper sorting and filtering options, you can end up wearing different colored socks to a client meeting. Don't ask me for details, it is very embarrassing. When you search for something general on your site, like red shoes or casual dining wear, do you allow shoppers to sort and filter your products easily? If you look at the graphic on this slide, you'll see that shoppers can, number one, see all relevant filters, two, see how many products are in each filter. Three, they are able to choose multiple filters in different categories. And lastly, they have their choices auto update avoiding a zero results scenario. Shoppers are already familiar with this kind of navigation behavior due to Amazon. So they expect the same behavior with other retailers, especially when there are many items to choose from. Product recommendations or how I maxed out another credit card, true story. Do you display recommendations on category and product detail pages. When shopper see complimentary suggestions or recommendations using strategies like viewed also viewed or recently viewed, the impact on your average order value and overall revenue is immense. Recommendations in the basket or shopping cart is an opportunity to upsell. You do not want to miss out on that opportunity. Strategies such as bought so bought or pricing specific algorithms can have a positive impact. The clothing retailer Roolee, uses pricing rules. If the card is less than $85, for instance, the prices of recommended items are restricted to be less than $50. So, I've breezed through a lot today and I have 10 more slides to go through. Just kidding, I really don't. But what I do want to do is summarize by sharing six key points for you to incorporate onto your site. Number one, make sure your search box is visible on mobile and on desktop and achieve a 44% increase in mobile orders. Two, have your onsite search engine process typos and use natural language achieving a 12% increase in search conversion. Three, offer filter options on category and search results pages, increase your conversion by 5%. Four, display smart auto suggestions with rich content and keep the search term visible. Achieve a 20% increase in mobile conversion. Five, place product recommendations on the homepage and see a 25% increase. Put them in the basket for a 7% increase in average order value. Six, add recently viewed products and use other product recommendations on the category card or product detailed pages and increase your overall site wide AOV by 7%. Lastly, remember that the key to sustainable growth is not only converting the traffic you're already getting, but also increasing your customer's lifetime value. Thank you so much for following along, my name is Sree. I'm a customer success manager at Klevu. Please reach out to us at marketing@klevu.com for any questions, or to get a copy of our product discovery audit spreadsheet.

Chris Lavoie:
Awesome, that was fantastic, Sree. How are you feeling?

Sree Sripathy:
I was so nervous, it was my first time on a webinar. So thank you all for bearing with me.

Chris Lavoie:
Seriously, wow, you definitely could not tell that I can assure you of that. Love the energy, love the puns and you actually get a lot of love in the chat. It sounds like there's a few users of Klevu here. It's really helped us level up our search and they have hands down, the best customer service support I've ever experienced. So that's a direct shout out to you Sree. So, kudos to you. A few questions and then we'll let you off the hook here. So first question is, this question gets asked any solution in this space by brands is, and that's what does Klevu look like out of the box?
Sree Sripathy:
A lot of brands don't have developer teams, like they really want, super seamless turnkey solution. So, can you explain to us what Klevu looks like out of the box. So out of the box, Klevu is fully integrated and can be set up in just a few hours. Many customers have gone live in just a day using Klevu's template. So we have preset JavaScript libraries, simple ones and more advanced ones that you can use. We also have a developer community. So if you have in-house developers or third-party developers, you can log onto our community forum and you can actually interact with the Klevu's developers straight from the get go. Now, if you're Walmart, it's not gonna be seven hours until you're a live, but if you're a smaller e-comm brand, absolutely.

Chris Lavoie:
Got it, that's great. And then the last question then we'll let you go what e-commerce platforms does Klevu currently integrate with that brands might be in?

Sree Sripathy:
So we actually are platform agnostic so we can integrate with any platform, but the ones we have really strong relationships with and a direct app that works with them, are Adobe eCommerce, also known as Magento, Salesforce, formerly known as Demandware, BigCommerce and Shopify. Got it.

Chris Lavoie:
Perfect, all right, Well, before we let you go, we're actually gonna do a quick giveaway courtesy of Klevu which is the Echo Show 5, smart display, another great prize. We've been giving away some great prizes already today so hopefully someone's gonna walk away here lucky. So one more roll. All right, we have Tessa Hughes. So Tessa Hughes, congratulations. You're walking away with an Echo Show 5 smart display, we're tech companies and we like giving away tech prizes. So, we've taken note of your information. We'll be in touch to send that up.

Sree Sripathy:
Next time please give away some chocolate, 'cause I'll attend a lot more of it.

Chris Lavoie:
Honestly my fiance would say the same thing.

Sree Sripathy:
Godiva, Godiva, you can only get it in Canada now.

Chris Lavoie:
All right, well that's good to know I'm going Godiva into some of that after this, so cool. All right, well thanks so much, Sree. Great job, I know that you said it was your first talk, but I don't think anybody would know that. So, great job. And thanks so much for representing.

Sree Sripathy:
Awesome.

Chris Lavoie:
Alrighty, we are gonna keep the show going here. It's been a really fun engaging event, I love how much interaction we're getting in the live chat. I'd love to see that. We're gonna finish off strong here, the classic last, but certainly not least certainly applies here. Really excited to welcome GQ Fu from LTVplus, which is one of Gorgias' strongest partners. GQ is the co-founder and CEO of LTVplus his fun fact is that he was a music producer for five years before transitioning to tech. I'm sure he can't help himself in his spare time and do a little bit of that on the side, in addition to running a great company. So, GQ really excited to have you with us today and you can get your screen share going the floor is all yours-

GQ Fu:
Sure, well, thanks Chris. Thanks, I'm really glad to be here. That's an interesting fun fact that came up from, I think one of our team members had dug that up. But anyway, thanks a lot guys for checking this out. You know, all the presentations have been amazing so far. We've talked a lot about technology and especially more so, with Gorgias, with Chris sharing what Gorgias can do. So today what I'll be sharing is touching on the human aspect of customer service, right? So the people at the front lines meeting your customers, especially through Black Friday, Cyber Monday and thereafter. So how do you prepare a customer service for Black Friday, Cyber Monday 2021? Now, the one thing that I think you probably understand by now is that, having customer service, your contact center can be a profit center. And that's what we've seen across the different brands that we've been supporting for customer service and how you can do that and prepare yourself for Black Friday, Cyber Monday, there are four pillars or four tips that we're gonna go through. The first one being, preparing your team for the influx that you will definitely encounter, the second one being investing in customer service training. So how do you prepare your teams to actually support the customers that will come through. The third one being on the and Chris touched on that a lot, which is amazing. And we will dive a little bit deeper on the human end and how you would support such a feature for example. And the final piece that we're gonna be talking about is the customer service checklist for Black Friday, Cyber Monday, to kind of round it all up. And also, I think it's a little bit of extra tidbits for you to check your boxes when you're checking out your customer service team after this talk today. So the first part, preparing your team for an influx. Now, we know that especially during Black Friday, Cyber Monday, and we know the damage that the pandemic has done to people, right? So when people are shopping generally, great deals, discounts, coupons, this creates a lot of pressure on your customer service team, especially for e-commerce, right? People are looking for the best deals, they might want to ask your CS team if there are any special discounts they could get. And so that creates a lot of stress. And so with this increase in traffic, that you're gonna see, this leads to more tickets, higher response times. And as Chris has shared earlier, that's definitely not good for your business. So how can we avoid that? Not just with tech, but also with your team members. So the first part being, check your knowledge base prior to this, cause we've, there's the element about self-service right? But even before that, are your customer service team members up to date with what's going on with your products, with your processes? So make sure that you refresh and expand on your knowledge base as needed. And this leads to the second point, create Black Friday Cyber Monday specific FAQs. Now this can go into your knowledge base for internal use, but this can also go on your site where people can understand kind of like the whole process while this is being carried out. And if they were to purchase it during this period, what happens, and we can leave that there obviously for the entire time, for maybe even after like at least a few weeks or even a month, just so people understand kind of what's going on. The third piece is optimizing the ticket handling process. Now what Chris has shared, especially with tech like Gorgias, setting up your rules, setting up your macros. But on top of that, you also wanna consider having your team or your agents specialize in handling specific issues. So for example, if you have pre-sales live chat, you have live chat available, make sure that your, the agents that are assigned to live chat they're well-trained in pre-sales live chat and through. And they're gonna just support visitors in that through that channel. And you have people that are handling specifically post-sales inquiries, taking phone calls. And so that way, it kind of helps your team members focus on the key matters at hand. And then with that hyper-focus is how much higher quality of customer experience is delivered, right? Because when during Black Friday Cyber Monday, people can get frazzled because it was pretty intense. Now on that end, let's talk about the training piece. How do you invest in customer service training? Now, just now, what Chris has mentioned, the quick resolution of the issue is super critical. And we've also talked about the fast response as well. But on top of that, one of the other things that we noticed as the top three factors that helps your brand deliver a great customer experiences is how knowledgeable your customer service agents are. And we know that, when you have, let's say you're running live chat and you have six to eight concurrent chats happening, your agents can kind of blank out, right? If they have to get back to people quickly, respond, send the first initial response out there, right? So having knowledgeable agents is super critical. Now, how can you do that? So one thing that we like to do, and we've seen great success with customer service teams for other brands as the first one being brainstorming based on history, what kind of scenarios will show up during, typically show up during Black Friday Cyber Monday, and then coming out with solutions, except for the anticipating, what kinds of scenarios will come up? What kind of questions would people have? Any special cases where, because of new products that you've released, maybe a change in your policies, do you need to have a specific solution for that? Once you have that, you can roll in practice, right? Come up with fake tickets where you have that conversation with your team, have chat conversations, maybe even have, what they call like, just spring those conversations at random so that your team does not anticipate that this is a practice session. So have that practice, practice and practice, 'cause that will help your agents assist your customers a lot better during Black Friday Cyber Monday. The second piece is optimizing your procedures and workflows. So you have your current setup, but how much better can you clean it? And on top of that, once you've optimized that the simpler you can get it, the easier it is for your agents to function during Black Friday Cyber Monday, and of course, you can kind of come up with specifics that we'll talk about shortly. The third piece is preparing training programs and coaching sessions, right? So training programs pretty much, if you're building out or you're increasing your team size right now, is your training program up to date, make sure that that is 'cause it's already the middle of October. You wanna make sure that your agents are well-trained by the time like Friday Cyber Monday hits. Coaching sessions as well. Based on what your agents are currently doing, what's working well, what has worked well before last year or in the years before? Take a look at that and see if you can double down on some of the way conversations are handled, or what people are looking for. And for those that didn't turn out so well, how can you rectify these conversations so that Black Friday Cyber Monday for this year, will go really smooth. And the fourth piece is really just preparing Black Friday Cyber Monday-specific documentation. So while depending on the kinds of tools your agents have on-hand when supporting customers, a simple one pager or two pagers, for example, that they can scroll through during, while they're supporting your customers, that would really greatly assist them in finding the information that they need, right? Something that's searchable, an internal Wiki, or a knowledge base that's both public and internal. Something that you can work with that will make the lives of your agents pretty much easier so that they can create happier customers. Now the third piece is providing omni-channel customer service. So Chris had shared, the one that the parts is having multiple different channels connected in one area, and we'll talk about that shortly. But as pretty much as everyone probably already knows, we did see an increase across email, social media, phone calls, chat, and of course, SMS as well as that was not listed here. But those are areas that people are using to engage right now. And if you don't have these channels available right now, this is probably something for you to consider down the line because you do not have any historical data to understand the kind of volume you'll have when you open the flood gates, so to speak. But if you already have these channels, but they're not necessarily connected right now, what can you do? So, because one of the major things that we've seen is that as I shared before, customers expect brands to respond as quickly as possible to tickets, especially more so during Black Friday Cyber Monday. They don't get them within an hour or less, especially with chat, and you probably within a 30 seconds, people will try another channel until they can get you or they'll just leave. And that creates a bad customer experience. So how can you connect everything? Well, first of all, use an omni-channel help desk like Gorgias, integrate all your channels in there. If you only have email and chat in there right now, and you have, you're still on defensive of social media, probably work out with your marketing team to see if there are any inquiries that you can funnel into Gorgias and start working with that. And so that way you have a central source for communicating with your customer, and each agent will then have an idea of where someone has come from before. Maybe I had hit you up on Instagram DMs and then I switched over to chat and then over to email. As an agent has, when an agent has all that information in one place, it's easier to create more personalized experiences when responding to these customers. The second part of that is assigning dedicated agents to each channel. Now, if I backtrack to the second tip from before, chat agents are great at chat, right? So you wanna make sure that they're fully focused on that. And then you have email, voice, each person being very focused on that one channel, so they don't have to think or switch because that slows people down. However, of course, if there's a need for a chat agent to jump into email at times or vice versa, obviously cross train your agents to do so, but keep them hyper-focused so you can deliver a great quality, especially when the volume is very intense. Third part is that having a scalable team ready to help you during peak periods is also a very good option. And that is, you can do it through maybe having contract stuff that's being trained right now or soon, and that they can jump in maybe for one to two months or a few weeks just to tackle the holiday season. You could also increase your team size so you have a permanent team to kind of work through the volume. And this is of course, already considering the fact that you already have self-service activated, as Chris has mentioned, that cuts 30 to 40% immediately. So you have that, and then you just have a team to support that. Or you could always work with an outsourcing partner to help take care of that period for you. And then transitioning back to your core team during the lull periods. Finally, the Black Friday Cyber Monday customer service checklist, and just a quick recap, the first three points, prepare your team for an influx. So in your knowledge FAQs, dedicating your agents to specific issues, make sure you have that. Investing in your customer service training. So brainstorm different scenarios, rehearse and practice, can't stress this enough, it always works. Optimizing your processes if you haven't already done so, especially for Black Friday Cyber Monday, preparing one pagers and documentation that people can easily refer to. And then ensuring that you have omni-channel customer service turned on while with the realistic number of channels that you have, that you already have active, 'cause you have sort of predict, well, not predict, but kind of understand the volume you're gonna expect. You don't wanna, at this stage in Q4, try a new channel and then kind of have to tackle that. So, and then the next few parts are assigning dedicated agents to each channel and having a scalable team. Now, the next part, and this is to round this off is engaging with shoppers proactively. As Chris mentioned earlier as well, when your agents are able to contact shoppers upfront and assist them with whatever they need, the conversion rates are much higher. We see a nine to 10X conversion rate versus people who did not get, have those conversations with your agents. And on top of that, there's also a chance for cart abandonment recovery. Before someone bounces off your cart, perhaps it's good to just drop in and see if they're having issues. We've seen people, they just couldn't find a return policy and they just didn't wanna buy for example. And you'd be surprised by the kind of reasons why people jump off, and depending on that, you wanna have that avenue open. And of course, you can automate the outreach. You can automate that through an app like Gorgias, right? On top of that, offering scalable personalized CX. So we talked about rules, we talk about macros as well. So you're gonna create a center set, but that gives you a little bit of room to personalize your emails or text messages before you send that out. And most importantly, the cell service piece, 'cause where's my order is a very common question that gets asked. And as a story, if you don't have that through self-service yet, you should probably consider that because that will help take off a huge load of work from your customer service team so they can focus on what matters. And that is reading the world of bad customer experiences. And with that, that's pretty much it, really. So thanks for tuning in. And if you have any questions, I'm happy to answer them now, or feel free to reach out to me at gq@ltvplus.com.

Chris Lavoie:
Awesome. Well, that was fantastic and certainly a great way to put a bow on what was a great event today. So definitely some questions coming in, then I'm gonna fire you away and then we'll wrap this up. So first question is, what is your biggest tip for retailers looking to capitalize on the BFCM from a CX perspective? You've kind of already hit on it from different angles, you and I. But if you could distill it down to one single tip, make or break out of habit, this upcoming gift, and what would you say?

GQ Fu:
Well, I think the most important thing is that you really wanna make sure that your team is ready for this, because the tech part, that's easily taken care of. But just set that up, get that into place, right? But you wanna really make sure that your team members are confident and ready to do that. Specialize them in these, in the different channels, so that way you have hyper focus. I think that's my biggest tip that I would share with everyone.

Chris Lavoie:
Yeah, that's a good one. And then another question, I'm sure you get a lot for sure. Is when should retailers begin to plan for the increase in customer contact in the build-ups in BFCM? I'm sure for new brands, certainly that's a really tough challenging question to have. So how do you approach that?

GQ Fu:
Well, so the thing is, yeah, with new brands, that's gonna be very difficult. And I think a lot of it comes from the get go where you wanna set up automations in place to kind of alleviate the workload from the beginning. But you'd also wanna have some backup, right? So to forecast that is a little bit hard. So for our current brands, just take a look at your past traffic and just kind of anticipate maybe additional 20 to 30% on top of that, that's kind of what we do. And if you're a new brand, that's like you said, it's a tough one, but I think having your tech in place to kinda alleviate a lot of the repetitive inquiries, and just having maybe some staff on standby, right? It's better to probably invest in a little bit of stuff on standby to jump in versus then just kind of like, hey, let's wig in, right? That means you're not really prepared for what's to come.

Chris Lavoie:
Got it. Yeah, I know, that's great. I appreciate that, cool. And then before we let you go, we're gonna do one more giveaway, which is a JBL speaker courtesy of LTVplus, let's go. So one more roll of the dice. I know it's super awkward to watch me do this. I hate doing it, but here we are. Cool, so Phillip Storey. So Phillip Storey, you are the lucky winner of a JBL speaker courtesy of LTVplus, we'll be in touch to get that over to you. GQ, thank you so much for joining us in representing LTVplus, it fit the theme perfectly and definitely excited to have you at a future event.

GQ Fu:
Thank you. Always a pleasure to catch up with you, Chris.

Chris Lavoie:
Likewise, all right, take care.

GQ Fu:
Take care.

Chris Lavoie:
Cool, all right. We are gonna wrap things up here really quickly. We're perfectly on time, which never happens. And so first of all, I wanna thank everybody for tuning in today, tuning into webinars, it's not easy for people, I get that. And we try to make this as valuable as possible. Providing feedback, emailing us, you can reach me at chris@gorgias.com to let me know what you thought and if there's ways that we can improve this, change the content format, et cetera. I wanna thank not just the attendees, but also wanna thank the partners who joined us and put reason of valuable time towards putting a presentation together to speak with you. And also wanna thank the organizers at Gorgias. Specifically, I wanna highlight Anna who's on our events partner marketing team. She makes all of this magic happen and wanna make sure that she gets some love and shine there for that. And, yeah, thanks all for tuning in. Wanna highlight, we do several events each month. We never stop coming with great content. The next event is next Monday, actually again, focusing on BFCM since it's upcoming. This one's all about unlocking your omni-channel potential. So it's gonna be a full conversation about how you can really tap into your omni-channel approach. With that, I'm your host Chris Lavoie at Gorgias. Thanks so much for tuning in, and we will see you next time, cheers.

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