Awards & Press

eTail West 2019:
Perfecting Micro Moments to Drive Commerce

Focusing on the micro moments throughout a consumer’s journey will pay dividends on the macro metrics retailers obsess over measurement-wise, whether it’s conversion rate, average order value or another KPI deemed proper to track effectiveness.

Micro moments? Tell me more …

The brand, the messaging, the ads, the digital and in-store experiences.
The way you leverage landing page optimization to increase email acquisition rates.
The customer service along the way to commerce and after the sale.
The friendly nudge from a brand when they’re ready to guide you to a recommendation.
The ___________ you’ve now thought of for your brand after seeing a few examples.

Metrics like conversion rate and average order value are the sum of the individual micro parts along the path to purchase. Polish and perfection of the individual components of the consumer journey ripple effect into smooth omni-channel experiences and improved macro metrics.

While there was a lot to take in at eTail West 2019 last week, this stood out to us as the most actionable insight marketers can start working on now. We attended 10+ sessions while we were there and highlighted relevant perspectives from speakers that accentuate this insight.

“The purchase is the result of many micro-conversions that people have on your site. Giving their email address or starting to check out. When you focus your efforts on the areas where micro-conversations happen, progress is made toward e-commerce.”
Alex Banys, Director, Global eCommerce and Digital Marketing, Specialized Bicycle Components

Consumer Journey Mapping

When you dig into the micro components of your consumer’s journey, the complexity grows exponentially. Especially given the number of touch points and interactions people have with brands before purchasing. Mapping this journey can be overwhelming, but there’s value in spending a few hours white boarding and identifying immediate opportunities to improve.

“What’s helpful with consumer journey mapping is identifying the paint points. I’m a big believer in talking to customers and making sure I understand what they want.”
– Valerie Hoecke – Chief Digital Officer, LVMH Perfumes and Cosmetics, LVMH

“There’s not one journey for all. If you’re looking from start to finish, you’re already wrong.”
– Alan Wizemann – Chief Digital Officer, Dollar Shave Club

“When it comes to the journey, it comes down to your brand and the experience. Don’t get overwhelmed about the entire customer journey, but focus on a few areas and make sure the personality of your brand comes through. That’s personalization.”
– John Hazen – Chief Digital Officer, Boot Barn

As indicated from the quotes above, deciding which micro moment opportunity is right for your brand is the most difficult choice to make. At this point, it makes sense to zoom out and consider the macro metrics as you prioritize. If you were to improve on each of the micro moments, what impact would it have on conversion rate and average order value?

Removing Friction

Once you decide which moments to focus on, be relentless about removing friction.

“When we think about removing friction, we ask ourselves, ‘What benefit does this provide to the consumer?’ first and then design and build experiences from there. As you remove friction, personalization and humanization become real.”
Kathryn Money – VP, Strategy & Merchandising, Brilliant Earth has removed friction on multiple fronts, including virtually trying on rings with different skin tones and “Drop A Hint” functionality on product pages. In 2020, they’ll be launching augmented reality for trying on rings, creating joint accounts for partners to share notes and making it easy to create Instagram moments while in store.

For GameStop, digital ad creative is a friction point. “Creative is a friction point that doesn’t allow us to get to an individually personalized state, according to Jim Edgett – Head of Digital Ecosystem & Channels. He continued to say, “We’re making better use of customized landing page templates for certain audiences, but having a hard time keeping up with digital ad versioning.”

Causality and Incrementality

Whatever micro moment you decide to focus on, create a learning agenda, define which micro metrics to measure and then build a forecast that makes assumptions about the impact you can have on conversion rate and average order value.

“Whatever we do, we have to understand the deterministic thing that influenced a sale.”
– Jim Edgett – Head of Digital Ecosystem & Channels, GameStop

At Ovative Group, we measure causal impact with our marketing analytics platform by analyzing incrementality. If you’re interested in learning more about how we do that, or how we can increase revenue on your digital media channels by 25%, we’d love to hear from you.

Lillian Smith

Senior Analyst, Paid Social

About the Author

Lillian is a Senior Analyst on the Paid Social team at Ovative.

Dale Nitschke

Dale Nitschke

CEO & Founder

About the Author

Dale is the Founder and CEO of Ovative. After years of operating a large omni-channel business and leading a customer data initiative, Dale knew there was an opportunity to create a marketing firm that helped clients become more customer centric and drove better performance outcomes. A gap existed between business consultancies and advertising agencies that modern marketing approaches demand. He also believed that a strong, healthy culture could attract and develop smart, talented team members. In 2009, he formed Ovative to bring media, measurement, and consulting together under one roof to enable an enterprise approach that drives more revenue and grows clients’ customer base.

Prior to founding Ovative in 2009, Dale spent 23 years at Target Corporation where he served as President of and grew the ecommerce business from start-up stage to a $1 billion+ business and established the foundation of Target’s Guest database capabilities. Previously he served as SVP Merchandising at the Department Store Division of Dayton Hudson. Dale has advised retailers and brands globally on business, growth, marketing, and measurement transformation strategies.

Outside of Ovative, Dale is a leader on topics including business strategy, change management, and team leadership. He serves on the board of Allergy Amulet and on the Dean’s Advisory Board of the Wisconsin School of Business at UW-Madison.  He enjoys spending time with his family, up north in northern Wisconsin, playing golf, and cheering on Wisconsin sport teams.

Seth Brand

Senior Manager, Consulting

About the Author

Seth is a Senior Manager on the Consulting team at Ovative.

Amanda McCann

Senior Manager, Consulting

About the Author

Amanda is a Senior Manager on the Consulting team at Ovative, specializing in Retail Media Networks.

Jenny Reinke

Senior Analyst, Measurement Solutions

About the Author

Jenny is a Senior Analyst on the Measurement Solutions team at Ovative.

Annie Zipfel

Executive Vice President, Media

About the Author

Annie is the Executive Vice President of Media at Ovative. She oversees delivery and growth across paid and owned media (digital, traditional, and retail media) and creative services.

Annie has more than 30 years of experience in media, brand management, insights/analytics, marketing, and product. She has also developed large, high-performing teams and built new measurement capabilities. Annie led the marketing team at Andersen Windows & Doors, leading the digital, social, content, customer insights, and creative functions. Prior to that, Annie served in multiple marketing leadership roles at Starbucks, REI, Target, and General Mills, with a keen focus on brand, media, insights, analytics, and measurement.

Annie is an industry leader in brand management, customer insights, e-commerce, social media, and analytics. She enjoys hiking, traveling, cooking, fishing, and spending time with her sweet dog and two sons.

Bonnie Gross

Executive Vice President, Talent Services

About the Author

Bonnie is the Executive Vice President of Talent Services at Ovative. She is responsible for attracting and retaining top talent and creating a culture in which our team thrives personally and professionally. Under Bonnie’s leadership, Ovative has defined an industry leading leadership and development program and transformed our approach to talent recruitment with a focus on diversity, equality and inclusion. Prior to her current role, Bonnie led Ovative’s Client and Business Development team overseeing client satisfaction and new growth opportunities.

Before joining Ovative in 2014, Bonnie spent 13 years at Target Corporate as the VP of digital and Digital Marketing where she led the launch of Cartwheel, an industry-leading social shopping application. Bonnie was the VP of Marketing for Fingerhut for 15 years prior to joining Target.

Leander Cohen

Analyst, Consulting

About the Author

Leander Cohen is an Analyst on the Consulting team at Ovative.

Will Silva

Analyst, Measurement Solutions

About the Author

Will is an Analyst on the Measurement Solutions team at Ovative.

Sarah Chang

Sarah Chang

Analyst, Consulting

About the Author

Sarah Chang is an Analyst on the Consulting team at Ovative.

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