DAY 1

DAY 2

WHAT IS
CUSTOMER
JOURNEY DAY 3

RETARGETING? DAY 4
 THE FUTURE OF RETARGETING

You ask any consumer today what they think of retargeting ads and
Reza Khadjavi what you'll probably hear is "Urgh.. those repetitive ads that follow me
CEO, Shoelace around everywhere? Super annoying!" Annoying is not how a brand
should be remembered. But hey, it works, right? Retargeting remains one
@rezakhadjavi
of the highest ROI activities in paid advertising.

As the next generation of digitally native consumers are entering the

marketplace, this tradeoff will no longer be acceptable. The good news
is that it doesn't have to be this way. When done right, retargeting can
help build emotional connections with your customers, tell your brand
story and create memorable experiences. All while being wildly
profitable!

We call this Customer Journey Retargeting: a personalized approach to

retargeting that shows the right customer, the right ad, at the right time
based on where they are in the buying journey.

Thanks for checking out this deck! Hope you find it informative.

-Reza

!2 What is Customer Journey Retargeting?

 TABLE OF CONTENTS

4 The Problem with Retargeting 45 The 5 Benefits of CJR

15 Customer Journey Retargeting Defined 51 Case Study: Retargeting vs CJR

17 The 5 Components of CJR 52 Case Study: CJR As A Differentiator

26 Examples of CJR Done Well

!3 What is Customer Journey Retargeting?

 Let’s face it…

RETARGETING
HAS BECOME
ANNOYING
!4 What is Customer Journey Retargeting?
 CONSUMERS GET
BOMBARDED
WITH REPETITIVE
AND INTRUSIVE ADS

!5 What is Customer Journey Retargeting?

 CAUSING AD FATIGUE
AND A POOR BRAND
EXPERIENCE

!6 What is Customer Journey Retargeting?

 85%
of consumers report that intrusive
ads give them a poor opinion of
the brand that is being advertised

SOURCE: Nanigans, The Reality of Retargeting: What Advertisers and Consumers Think in 2018”
!7 What is Customer Journey Retargeting? SOURCE: HubSpot, Why People Block Ads (And What It Means for Marketers and Advertisers)”
 85%
88%
of consumers report that intrusive
ads give them a poor opinion of
the brand that is being advertised

of consumers report seeing

retargeting ads for products they
already purchased

SOURCE: Nanigans, The Reality of Retargeting: What Advertisers and Consumers Think in 2018”
!8 What is Customer Journey Retargeting? SOURCE: HubSpot, Why People Block Ads (And What It Means for Marketers and Advertisers)”
 85%
88%
of consumers report that intrusive

77%
ads give them a poor opinion of
the brand that is being advertised

of consumers report seeing

retargeting ads for products they
already purchased
of consumers report they often see
too many retargeting ads from the
same retailer

SOURCE: Nanigans, The Reality of Retargeting: What Advertisers and Consumers Think in 2018”
!9 What is Customer Journey Retargeting? SOURCE: HubSpot, Why People Block Ads (And What It Means for Marketers and Advertisers)”
 IT DOESN’T HAVE TO BE THIS WAY

!10 What is Customer Journey Retargeting?

 Build emotional connections

WHEN DONE RIGHT,

RETARGETING CAN Tell your brand story

HELP:
Create memorable experiences

!11 What is Customer Journey Retargeting?

 IT CAN
PERSONALIZE
THE BUYING SHOWED CONSIDERATION

JOURNEY EXPRESSED INTEREST

TOOK ACTION

BECAME A CUSTOMER

!12 What is Customer Journey Retargeting?

 DAY 14

DAY 7

DAY 1

AND EVOLVE
LIKE A STORY

!13 What is Customer Journey Retargeting?

 We call this

CUSTOMER
JOURNEY
RETARGETING
!14 What is Customer Journey Retargeting?
 CUSTOMER JOURNEY RETARGETING (CJR)

a personalized approach to retargeting that shows

the right customer, the right ad, at the right time
based on where they are in the buying journey.

!15 What is Customer Journey Retargeting?

 “
When it comes to retargeting for high-growth merchants,
the team at Shoelace knows what they’re talking about.
Their Customer Journey automation for global brands like
100% Pure sets the standard for not only what digitally
native customers expect but also for generating serious ROI
with minimal effort from busy ecommerce managers and
business owners.

Aaron Orendorff
Editor-in-Chief, Shopify Plus

!16 What is Customer Journey Retargeting?

 5
COMPONENTS OF
CUSTOMER JOURNEY
RETARGETING

!17 What is Customer Journey Retargeting?

 1 Tailored to
buying journey
Visitors who are in various stages of the buying
journey see content that is relevant to them at
that stage.

!18 What is Customer Journey Retargeting?

 2 Engaging and
non-repetitive
Consumers expect to see fresh content in their
social feeds. Bombarding them with repetition
causes ad fatigue.

!19 What is Customer Journey Retargeting?

 3 Sequenced
ad experiences
Visitors go through a sequence of ad experiences
that evolve like a story in the days and weeks after
their visit.

!20 What is Customer Journey Retargeting?

 4 Aligned with
marketing
CJR leverages signals and content from Email,
UGC, Loyalty and other marketing efforts to create
more personalized experiences.

!21 What is Customer Journey Retargeting?

 5 Success is not
just ROAS
ROAS is important, but CJR success is also
measured by revenue growth, repeat purchase and
conversion rate increase.

!22 What is Customer Journey Retargeting?

 “TO SUCCEED IN OUR
OVER COMMUNICATED
SOCIETY, A BRAND MUST
CREATE A POSITION IN
THE PROSPECT’S MIND.
POSITIONING: THE BATTLE FOR YOUR MIND
By Al Ries and Jack Trout

!23 What is Customer Journey Retargeting?

 CUSTOMER JOURNEY
RETARGETING HELPS
BRANDS STAND OUT
AND DIFFERENTIATE

!24 What is Customer Journey Retargeting?

 Expressed Interest
(e.g. visited home page)

AND INCREASE
Showed Consideration
(e.g. viewed a product)

CONVERSIONS ACROSS Took Action

THE PURCHASING
(e.g. added to cart)

FUNNEL Became a Customer

Loyalty
(e.g. repeat purchase)

!25 What is Customer Journey Retargeting?

 14
EXAMPLES OF CUSTOMER
JOURNEY RETARGETING
DONE WELL

!26 What is Customer Journey Retargeting?

 EXPRESSED
INTEREST
(e.g. visited home page)

These are visitors to your store who have looked at

your homepage but haven’t gone any further to
check out a specific product yet.

!27 What is Customer Journey Retargeting?

 Expressed Interest

DAY 1

Content ad to create
brand affinity
Instead of showing ads with simple product
images try using informational content or videos
to provide value to the customer and help build
credibility at this early stage.

!28 What is Customer Journey Retargeting?

 Expressed Interest

DAY 3

Lead ad to promote
mailing list
While these visitors may not be ready to make a
purchase just yet, they may be willing to sign up
to your mailing list for potential exclusive offers
and future updates.

!29 What is Customer Journey Retargeting?

 Expressed Interest

DAY 5

Bestsellers ad to drive
product views
At this stage you should push your audience to
progress through the funnel by showing them a
carousel of bestsellers to encourage them to
return and browse your products.

!30 What is Customer Journey Retargeting?

 Expressed Interest

DAY 7

Messenger ad to boost
engagement
You can leverage your messenger bot with an ad
that encourages customers to start a chat,
allowing you to re-engage with them in the
future since they’d be subscribed to your bot.

!31 What is Customer Journey Retargeting?

 SHOWED
CONSIDERATION
(e.g. viewed a product)

This includes anyone who has gone beyond your

homepage to browse a specific product or collection.

!32 What is Customer Journey Retargeting?

 Showed Consideration

DAY 1

Dynamic product ad to
renew interest
Dynamic Product Ads are a really great fit for this
stage of the funnel to help remind past visitors
about a product they checked out and reignite
the buying decision for them.

!33 What is Customer Journey Retargeting?

 Showed Consideration

DAY 3

Lifestyle ad for social

influence
Lifestyle imagery helps resonate with a customer
by creating a social imperative and embeds your
brand on a deeper emotional level than simple
product ads.

!34 What is Customer Journey Retargeting?

 Showed Consideration

DAY 5

Review ad for social proof

Using your top customer reviews in your ads is a

great way to showcase your brand’s reputation
and help make the buying decision easier for
prospective customers.

!35 What is Customer Journey Retargeting?

 Showed Consideration

DAY 7

Rewards program ad to
cultivate loyalty
Promoting your rewards program can be a really
powerful way to create trust and build a more
meaningful brand relationship for the long term.

!36 What is Customer Journey Retargeting?

 TOOK
ACTION
(e.g. added to cart)

Anyone at this stage is highly likely to convert with

CJR as they have added a product to their cart but
haven’t completed a purchase yet.

!37 What is Customer Journey Retargeting?

 Took Action

DAY 1

Specific product ad to
incentivize purchase
At this stage of the funnel you should make sure
to only show highly relevant content i.e. the
exact product or collection that your visitor was
considering.

!38 What is Customer Journey Retargeting?

 Took Action

DAY 3

Brand story ad to promote

your community
Showcasing your brand’s story can prove to be a
powerful way of convincing a prospective
customer to make a purchase as you promote not
just a product but a community.

!39 What is Customer Journey Retargeting?

 Took Action

DAY 5

Reassurance ad to create
trust
Highlighting the unique elements of how your
brand operates such as a lifetime guarantee or
easy returns is another compelling way to
convince a purchase.

!40 What is Customer Journey Retargeting?

 BECAME A
CUSTOMER
Retargeting shouldn’t stop once the sale is complete.
Instead you should optimize specific campaigns to
create repeat purchasers and lifetime customers.

!41 What is Customer Journey Retargeting?

 Became a Customer

DAY 1

Thank you ad to foster

goodwill
You should focus on continuing to build a
relationship with the customer even after they
make a purchase as this creates goodwill and
increases the likelihood of repurchase.

!42 What is Customer Journey Retargeting?

 Became a Customer

DAY 10

Social engagement ad to
build community
With the right retargeting ad you can encourage
existing customers to spread the word on your
brand through social media, promoting loyalty
and helping you grow your brand’s community.

!43 What is Customer Journey Retargeting?

 Became a Customer

DAY 30

New arrivals ad to drive

repeat purchases
You should nudge your past customers over time
with updates such as promoting new arrivals to
keep your brand top of mind and optimize the
customer relationship for the long term.

!44 What is Customer Journey Retargeting?

 5
BENEFITS OF
CUSTOMER
JOURNEY
RETARGETING

!45 What is Customer Journey Retargeting?

 1 Build stronger
relationships
Past visitors are provided with true added value
as they journey through a memorable retargeting
experience that builds trust in your brand.

!46 What is Customer Journey Retargeting?

 2 Boost
conversion rates
Visitors are encouraged to progress through the
funnel in a natural way that is proven to boost
conversions over conventional retargeting.

!47 What is Customer Journey Retargeting?

 3 Increase repeat
purchase
Retargeting shouldn’t end at a single purchase.
CJR allows you to keep your customers engaged
and coming back for the long term.

!48 What is Customer Journey Retargeting?

 4 Grow your
sales
Brands that have adopted the full-funnel approach
of CJR have seen a sales lift of up to 30%
compared to traditional retargeting.

!49 What is Customer Journey Retargeting?

 5 Build your
brand
Every touchpoint is an opportunity for your brand to
solidify a position in your customers mind. CJR helps
you stand out compared to repetitive ads.

!50 What is Customer Journey Retargeting?

 CASE STUDIES

How Findlay Hats’ Retargeting

Converted 600% Better with
Shoelace

Findlay Hats wanted their retargeting to

authentically reflect their brand image versus the
cringy alternative of flogging the same product ad
over again. That’s where Customer Journey
Retargeting with Shoelace really hit the mark.

LEARN MORE

!51 What is Customer Journey Retargeting?

 CASE STUDIES

How Rockwell Razors uses

Customer Journey Retargeting as
a Differentiator

Rockwell Razors needed to educate their target

market in a personalized and authentic way. With
CJR, they were able to create a custom retargeting
experience that really resonated with their target
audience and provided the right customer with the
right content at the right time.

LEARN MORE

!52 What is Customer Journey Retargeting?

 “
Customer Journey Retargeting with
Shoelace has enabled us to better tell
our story and build stronger relationships
with our customers. We’ve also been
awestruck with the ROI!
Ric Kostick
Founder & CEO, 100% Pure

!53 What is Customer Journey Retargeting?

 REQUEST A DEMO WITH SHOELACE
Join thousands of fast-growing
Shopify brands using Shoelace to
increase sales with Customer Journey
Retargeting

REQUEST A DEMO

!54 What is Customer Journey Retargeting?