I Want That!

It's time to end the unidirectional, transactional nature of digital commerce.  Customer Generated Offers build loyal, repeat buyers while preserving margins and driving profitable growth. Negotiation at Scale requires retailers to understand and optimize their customer portfolios.  I Want That! helps merchants build stronger portfolios and helps consumers to get the best value when shopping in digital commerce.

Founder

TBG Marketing

TBG Marketing provides a variety of management consulting and customer marketing services including e-tail, Retail, payments, professional services, not-for-profit and business-to-business marketing services.  Our services range from advanced analytics and data mining to creative development and product positioning.  And sometimes you just need some advice and we are good for that too.

President

2Checkout.com

Lead the development of a marketing and sales department at 2Checkout.com focusing on vendor acquisition, consumer marketing, partnership development, brand marketing and e-commerce marketing.

SVP, Chief Marketing Officer

Bill Me Later, Inc.

Provide strategic insights and access points into core verticals like direct response and catalog marketing to increase acceptance of Bill Me Later payment marks.

Senior Director, Marketing

Cinmar, LP

Manage direct marketing campaigns, implement payment solutions, manage public relations efforts and agencies, build strategic, collaborative partnerships to drive brand sales.

Director, Marketing

Alliance Data Systems

Manage the day-to-day tactical and long-term strategic direct marketing initiatives of assigned client portfolios.

Account Manager

Develop new business relationships cross-selling existing Alliance Data retail customers with database marketing solutions and prospecting for new portfolio clients.

CRM Consulting & Development

92% of consumers look for a coupon before and during shipping online. And conversion rates are still under 3%. Customer Generated Offers enable consumers to make offers to merchants to buy carts.

20 years working in retail marketing, let me show you how to optimize your business to engage consumers in negotiation at scale using customer portfolio management.

It's time to grow conversion, uncover latent demand and build a more profitable customer portfolio with I Want That!

Join us on Shopify to transform how you sell online.

Both Visa and Mastercard have recently launched tools that will enable cardholders to cancel, pause, and restart subscriptions through their banks. 

Subscription merchants must be prepared for the non-distant future, where subscription management happens primarily through customer banks rather than directly in the product. This will have major implications for retention, payments, and data:

🔀 Fewer opportunities to cross-sell, up-sell, or down-sell customers near the point or time of cancellation (an area already getting more challenging with One Click to Cancel), as this part of the customer journey will often occur off-product

🔢 Decline reason codes will need to be tracked for payment failures that occur through this channel, so that they can be attributed to "voluntary churn" rather than "involuntary churn". (P.S. This can occur for PayPal subscriptions already, so make sure you track the relevant decline code across all payment methods). The Visa docs indicate that acquirers will be "expected" to pass the indicative decline reason codes on to the merchant. Have a conversation with your PSP to ensure they will be ready on day one to do so!

🔄 Internal and 3rd party retry tactics will require tuning to ensure these transactions are not unnecessarily retried following a payment failure 

With the subscription economy continuing to grow, paired with "subscription fatigue" from consumers, this topic will become increasingly influential on your KPIs.

#subscriptions

Chris Daly

investor.visa.com • 3 min read

Visa Brings Convenience and Control to Booming Subscription Economy

When I launched Reveting, it wasn't just about starting another marketing firm. 

It was personal. 

I saw so many smart people—founders, execs, marketers—struggling to connect and make their voices heard without breaking the bank. 

They needed a partner, not just a pricey CMO. 

That's where I dug my hands in and got to work on personal branding.

Back then, the choice was clear: start where conversations grow, which meant focusing on LinkedIn. 

But it wasn't enough to just talk. 

We wanted every live chat, every moment of connection, to keep giving. 

So, we turned live streams into blogs, social media clips, and newsletters—all without needing extra hours from your day, thanks to some clever AI tools.

Strategy came first because throwing random tactics at the wall and seeing what sticks just burns money. 

We tailored plans that fit each business like a glove, only using tools and tactics that actually made sense for their individualized marketing strategy.

And when the existing tools didn’t cut it? We built our own. 

Like our Chrome extension, which lets us pull precise data from any livestream. 

This helps us see clearly what works and what doesn’t.

Reveting is here to simplify your marketing, to amplify your voice, and to turn your marketing in revenue. 

We want to make sure your story is heard.

If your current marketing feels more like shouting into the void than sparking conversations, feel free to send me a DM. 

It’s amazing what the right strategy and a dedicated team can do.

Let’s make your marketing work for you, not against you.

I took a gut punch last week... from an unexpected source - a family member.

I think the day I figured out I wanted my own business was the day someone told me I would never make director while sitting in her office with an offer letter to be a director of marketing elsewhere.

At that moment, I knew, people in big organizations hide there, build fifedoms, deride others, hoard information, and suck the life out of work. 

That's not what I wanted.  

So I take risks.  In fact, for the most part, I am the only person in my family who takes risks.  I bet on myself because I believe in myself.

My e-Commerce business, Bryden Road, never quite got the traction I wanted and I shut it down at 5 years.  

The business sold furnishings and decor for people who work from home - I was about 5 years too early on shutting down.

Today, it's I Want That!, a collection of just about every single thing I have learned in business over the last 30 year pouring into an application to help merchants grow.

And I was told you're going to fail, just like the other business did.

Now I have learned a couple of things along the way.  And I always start with "consider the source" and when I did, I discarded the opinion.

But it's the tale that is as old as time, entrepreneurs are magnets for people who deride them because those people are too weak to step up and build something of their own.

So for all of you builders out there, keep building.  

You might fall short.  

You might shut down.  

You might start again.  

And then again, you might not and you might just be the happiest person in the world, not the person saying "you're going to fail"

When should you consider a customer churned in D2C (non-subscription)?

Here’s how I look at it:

Consider the stats:

On average, brands can expect 30% of customers to repurchase within 90 days after their first purchase.

This is the “hot” period.

That’s assuming they like your product and you’ve implemented core retention mechanisms (mainly email flows).

Does it make customers with 90+ since their first purchase churned?

Not really. Here’re 3 reasons why:



1. Product Cycles

What’s the typical lifetime of your product?

If it exceeds 90 days, some customers may not return before then.

Unless you offer a wide array of products that can be cross-sold.

DO:

Account for product cycles in your LTV targets.

Don’t forget to time your offers accordingly too.



2. Seasonality

Did you acquire a customer in July / August?

They might wait until BFCM or Christmas to jump on your discounts.

Especially if you’ve conditioned them to do so with constant coupon emails.

DO:

Loosen the Pavlov’s experiment.

Switch away from discount redundance to value abundance.



3. Problem Resolution

Do you only sell a solution to one problem?

Then your customers don’t have a reason to buy again, even if they want to (not churned).

DO:

Product development based on customer feedback / research.

Engage inactive customers before they fully churn.

Research new problem -> create a solution -> distribute the solution.

—-

Churn = end of the relationship.

Customers that haven’t purchased 90 days after are not necessarily churned.

Especially considering the 3 reasons above.

They are still an asset that can be deployed to improve your brand.

Utilize that asset to its fullest potential 👊

P.S. if you need help understanding your brand’s product cycles or repurchase standing, DM to see my system in action 😎

#ecommerce #dtc

After 2 years of working and grinding on I Want That! I am pleased to announce we have secured a $2MM Pre-Seed funding round to propel our growth.

Led by W.E. Coyote from the ACME company, the fund was joined by the Nigerian Royal Industrial Fund and the SBF Index Fund.

Eschewing a SAFE Agreement so we could keep 100% of the equity, we opted for DEBT financing with a cost of funds at only 110% which seemed like a great deal in this period of demands for high returns.

"Chris and his team are building something that can only be described as 'Super Genius'" said Mr. Coyote, and we are pleased to lead this first round and are expecting returns starting tomorrow.

Funds were made ready through the support of our bank, led by Mr. Moneybags right after we passed GO.  

We are also pleased to announce that Bernie Madoff has joined our board in absentia to help us with the allocation of our finances.

2024 is off to a great start.  HAPPY APRIL FOOLS if you made it this far.

Ep #7: Database Marketing and Retail Meets eCommerce with Chris Daly

Available on Youtube Here: https://lnkd.in/gBE6hmMP 

All other streaming platforms here: https://lnkd.in/gs8vpJNw

Chris Daly and Nathan discuss various topics related to marketing data, customer segmentation, and customer-generated offers. Chris emphasises the importance of understanding customer value and purpose, as well as the challenges faced by retailers in pricing, targeting, and audience building. Daly also highlights the need for marketing data warehouse services and the potential of machine learning in offer generation. 

I wrote my first piece of "code" in 1984 on a Commodore 64.  I wrote a script in RBasic that made the screen flash different colors.  It irritated mom.

But ever since, I have had this right-brain left-brain thing going on.

As a founder, I am finding it useful.

I can lean in on NextJS and help build some of our architecture.

I can figure out Liquid, GQL, Polaris, and more to create extensions on Shopify to enhance our product.

I can build databases to capture information on merchants and consumers to build our product and serve our customers.

I can build a data warehouse to ingest stores and return actionable data to drive growth through conversion and acquisition.

I can build a website by hand, maybe not the best like Jesus McDonald but enough to get us to the point where I can hand it off to Jesus and his team.

I can fully configure and deploy HubSpot and email campaigns, but nothing compared to Michael Roberts but it will do until I can hand it off to Michael.

I can build and deploy a Podcast until I can hand it off to someone else.

I can build and deploy video content to illustrate our GTM focus on selling and engaging customers and inject humor into it (The Defenders - coming to a YouTube Channel near you in 2024).

I am the generalist.  I can do a lot, stand up a lot, sell, market, and build.  

But inevitably, those things go to people who are the best at it.

And that's not me.

But that's why I am a founder - lead the vision, lead the strategy, focus like a laser on customers, and build a product they cannot live without.

It's a hard road at times, but I am glad I am on it.  Everything I know is going into one project and sometimes things I do not know.

Let's roll.

Net Revenue Retention is KPI that every retailer should be adopting.  It's your source of organically funding new acquisition and profits for your business.

The levers include Customer Acquisition Cost (CAC), Contribution Margin, and Revenue Retention across and within Customer Portfolios.

NRR: Payback Period is the metric to follow to build a sustainable, profitable retail business.

Check it out from The Retail Seller's Mindset!

Net Revenue Retention for Retail Growth

The biggest disconnect in e-commerce is that the cart is the hub 

In reality, the cart is the manager and architect of touchpoint management

Every retail business, regardless of channel, should own a marketing database.  

Here's why:

The marketing database will be your source of truth on consumers
The marketing database supports meta data at scale on consumers
The marketing database supports transformations on consumers
The marketing database supports information from every data source
The marketing database supports advanced machine learning scripts
The marketing database supports operational model scoring
The marketing database supports business intelligence
The marketing database supports product pricing analytics
The marketing database supports inventory planning and assortment
The marketing database supports product bundle analytics
The marketing database supports customer portfolio management
The marketing database supports line of thought adhoc analytics
The marketing database supports third party data enhancements
The marketing database supports dynamic customer persona modeling
The marketing database supports operational LTV updates
The marketing database supports store of loyalty analytics
The marketing database supports householding analytics
The marketing database supports customer rewards analytics
The marketing database supports campaign analytics and lookback
The marketing database supports operational segmentation
The marketing database supports manual segmentation
The marketing database supports campaign write back and shared learning
The marketing database supports customer service storage and analysis
The marketing database supports revenue and profit forecasting

And that's just off the top of my head.  The single core of all of your marketing, sales, data collection, data transformation, campaign selection, targeting and offer orchestration and touchpoint management needs to be a marketing database.

It's the one tool that is platform agnostic - you build it, you own it.

It's the one tool that has infinite memory bc cloud storage is cheap.

A 40 year retailer looked back on 20 years of data - it was 80GB

1TB of data storage is $400 a year

Nothing is going to drive improvement in your business faster than a marketing database.

Automating scripts on RFM, LTV, SOL, Category Index, Brand Duration, Contact efficiency, Optins, Transactions, etc. take 20 minutes to set up and can last years.

So if you are trying to gather in first party and zero party data - the marketing database is your friend, it's your mentor, it's your seer.  If there is anything you do in 2024, build your business a marketing database.  

Once you do, you will wonder how you ever got by without one.

Contribution Margin is NOT a KPI.  It's the outcome from KPI's being met.

This post will probably get 1.2 trillion views... or none.  Good morning LinkedIN.

In 2024 retailers are focusing on Zero and First Party (consumer) data to drive personalization.  But the missing component is .... CONTEXT

A lack of context around your personalization turns it into nothing but a bunch of merge fields that are sometimes off.

In direct response marketing it's List, Offer, Creative IN THAT ORDER - right list, right offer, right creative drives response.

Consider this... right list, right offer - wrong creative

Spring is rapidly slipping away, explore our Spring Sale and take 20% off the purchase of any outdoor plants.

vs.

Spring is rapidly slipping away, and the maintenance of an old home knows no season.  Whether repairing downspouts and gutters, fixing an old cedar fence or repairing garden beds from wayward pets, we've got you covered.

Get your Spring maintenance out of the way with $10 off $100 or $30 off $200 and get your property ready for those summer barbecues.

One says buy whatever you want, the other focuses on the burgeoning need of owners of older homes the on-going maintenance of keeping them up to snuff.  

One gives away 20% on a $10 purchase, the other gives up to 15% off a more targeted purchase.

Context matters.  I have spent more than $100k with Lowe's and Home Depot over 25 years in a near 200 year old home. Neither of them put their offers in context.  Both of them just offer me to "buy some stuff"

One brand I worked with, we knew our best customers lived on or near the water - it was their escape.  And we fed that context with a partnership with a magazine that drove a sweepstakes, huge engagement, huge signups and established our authority for on the water living.

Context matters.  You can find it in surveys.  

"How was your purchase?" becomes "Were you able to put your purchase to good use?  Post your story on your Instagram and tag us for a $10 discount on your next $100 purchase"

How was your purchase is okay.  But getting context and collecting contextual information through social listening will power your creative to convert.

Stop personalizing, start contextualizing.

If you are a retailer looking for first-party/zero-party data solutions... let's go!

It's easier than ever to move your data anywhere on the planet.

Tools like Paragon can help you sync your shopping cart, marketing automation, session tracking, Google Ads, Facebook Ads and more into a single repository.

These tools can help you manage the ETL AND pushing insights you glean from that data BACK into the platforms you go them from.

This is the essence of Touchpoint Management - using your data and insights to improve customer experiences.

That requires moving your data BACK to interface with the consumer.

These set ups are wide and varied:

Google Looker Studio

-- You can sync carts and platforms to Looker Studio, upgrade to the Pro and start mining data and asking questions

-- Annual cost for the license and data movement depends a bit on the size of your data but around $2500 - $3000 a year.

Google BigQuery

--- Sync your data here and then train tools like Power BI, Tableau, SQL or even Google Sheets with a native connection to BigQuery

-- Mine through the data, start understanding the different value every customer brings to your brand

-- Annual cost can range from $5000 ~ $150,000 depending on the size of your store and the number of consumers

--- p.s. - the cost of the data is relatively SMALL - it's the processing use that drives the cost

Finally, if you are moving your data to the cloud to analyze and mine through it, that's not enough.

There are hundreds of pieces of metadata you can create around users that you can store, analyze, segment, and target consumers with.  

This meta data is often the data you push back to CRM, shopping carts, marketing automation platforms to deliver customized and relevant marketing messages and offers.

It's 2024 - stop siloing your data in platforms, get them into a data mart, and start mining them.

Where to start?  Quintile your consumers in descending order based on 12-month spend.  Then aggregate your key metrics to those quintiles.

You can thank me later - you probably just saved $200k in discount expense.

Up to 10000 a day.  That's how many digital ad impressions an American gets each and every day.  How many pieces of direct mail did you get yesterday?

The flood to "low cost" digital channels has done what it should have, turned them into higher cost channels.

And with the rise of digital CAC to near $25 per customer AND paying to acquire the same customer multiple times, maybe that mailbox wasn't such a bad thing after all.

Digital ads are 90% about demand capture.  That means the customer is already looking for a product solution.

Digital ads are 95% focused on acquisition - even though multiple consumers click on multiple ads for your brand to be "reacquired"  

And at $50/year for a $ 100-a-year customer - that's a disaster.

Just like digital ads, direct mail can do two things at once: acquire new and engage existing.  But you get to amortize those costs through production efficiencies that you often do not see in digital ads making both more profitable.

While the acquisition is largely an investment in future returns, you can reduce acquisition costs in direct mail by creating lower costs through production at scale to make it more efficient.

Something old is new again - maybe you should break through the 70000 ads you see this week and try direct mail again.

The architecture of Buy $100 get $100 as an offer...

A retailer wants to drive an exciting offer to consumers

The retailer uses IMU pricing and each product sold has $10 in discounts already embedded in the price.

The average market basket has 3.6 items at an AOV of $86.

That means there is already $40 in discounts in each basket (approx)

Buy $100 Get $100 is delivered to all customers

Spend $100 get $100 off your next order of $100 or more

Here's the key - breakage.  

Only 30% of buyers will actually redeem the $100 discount

That effectively moves an $86 AOV to about $115 to earn the discount

Those who return move that AOV TWICE to $115 x 2 = $230

Now there is $80 in discounts in the prices being paid

So the actual cost of redeeming the second $100 is $20

BUT 70% break so when the discounts are done, it ends up being around 20%

You drive excitement, interest, sales, and moving customers to higher spend.

Understanding the mechanics of offers like Buy $100 get $100 and that the discounts in your price are OPPORTUNITY COSTS not real costs, helps you arrive at innovative and fun offers like Buy $100 Get $100.

You're welcome :-)

e-Mail marketers - ever get stuck in an attribution conversation that you cannot get out of?  Is email working for us?  Here's your out: Permanent Controls.

Hold a permanent control group, a random nth across the entire portfolio of 3% of all customers.

And send them nothing.  No emails.  No SMS/TX.  Suppress them in ad audiences.

Send them nothing.

You won't get one year in before they see the massive delta between on-going marketing and doing nothing at all.

And yes - they will scream "it hurts sales"

Thank you for acknowledging that it moves the needle.

I accept cookies and apple fritters as compensation.  

A little bit wet in Downtown CBUS today.

River walk was reconfigured a decade ago, removing dams and widening the river.  And the city put in a flood gate to protect what is now the fastest growing area of Columbus, Franklinton.

Good call.

I got news for you... at $25 CAC in digital, you are damn near the cost of catalogs again.  Keep your head up.

Given the state of AI and software development, there is going to become a burgeoning market in "code review" services.  AI bots write it - people review it and amend it.  

If you are a developer, might start putting together those bundle prices and get out in front of the hourly rates.

Join us for an insightful discussion with our guest, Chris Daly, Founder of I Want That!

We'll explore the world of consumer behavior and what motivates people to buy. 

Tune in for tactical tips you can test on your retail initiatives right away.

See you!

#data #retail #consumers

It's that time of year again.  Another demonstration that SWEEPSTAKES WORK.

The first one was a $50k outdoor backyard makeover.  North of 250k signups.

You think affluent people don't go for Sweepstakes?

And this is a tale of distribution.

A partnership with a Magazine that ended up with a cobranded product line.

Sometimes, those partnerships hit home.  This is now almost 20 years running.

#winning 

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