#CNX14 - Personalized Experiences: Web & Email Customization Made Easy

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In high-touch, complex industries customers still rely on trusted advisors to make purchasing decisions. These sales associates ask questions and observe customer behavior to personalize the experience and usher the customer to a sale. Learn how one retailer is leveraging the power of Predictive Intelligence online to help visitors find the perfect piece and become a customer for life.

Citation preview

Track: Mobile & Web Marketing

#CNX14

#CNX14

Fred Meyer Jewelers: Caitlin Leonard,Marketing DirectorExactTarget: Matt Coffman,Director of Product Management, Web Products

Personalized Experience: Bring the Offline Relationship into the Digital World with Predictive Intelligence

Track: Mobile & Web Marketing

#CNX14

Goals – Presentation Overview

1 2 3

Online Customer Engagement is More

Needed and More Challenging than

Ever Before

Replicating the In-store Experience

from a Trusted Sales Consultant in an

Online Environment

Application Features that Provide

Automation and Other Enhancements

for Marketers

Track: Mobile & Web Marketing

#CNX14

Online Engagement Challenges

• Access to unlimited choices – hyperchoice

• Consumers are always connected and constantly shopping

• Multiple access points (store, web, mobile, etc)

Track: Mobile & Web Marketing

#CNX14

Transformation in Thinking

Track: Mobile & Web Marketing

#CNX14

Digital Marketers’ Perspective on Personalization

Feel most challenged by personalization

Strongly agree that they use machine-learning and

algorithms to personalize

Currently use predictive algorithms

to Personalize

A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014

Rachel Woodall
Algorithms missing the "o" in the middle graphic.

Track: Mobile & Web Marketing

#CNX14

Commissioned Independent Research Report, Forrester, 2014

Personalization efforts impact:

Track: Mobile & Web Marketing

#CNX14

We Used to See Customers Like This…

Track: Mobile & Web Marketing

#CNX14

Now We See Customers Like This…

Track: Mobile & Web Marketing

#CNX14

In-store, 1:1 Sales Strategies

Trusted Sales Consultants:• Get to know the customer• Develop a relationship• Personalize recommendations• Use wisdom gained to tailor the next pitch

Track: Mobile & Web Marketing

#CNX14

Translate the 1:1 Experience to Online

Gather data on your customer• Observe behaviors • Ask lifestyle-based questions• Pull data from other online sources

Track: Mobile & Web Marketing

#CNX14

Power of Predictive Intelligence

Track: Mobile & Web Marketing

#CNX14

• 324 fine jewelry stores and an extensive online selection• Opened in 1973; merged with Kroger Company in 1999• $98.4 billion in total sales in 2013• 375,000 associates company-wide

Track: Mobile & Web Marketing

#CNX14

Your Website Can be a Trusted Sales Consultant

Track: Mobile & Web Marketing

#CNX14

Predictive Recommendations

Track: Mobile & Web Marketing

#CNX14

Predictive Intelligence at Fred Meyer

• Reads signals of customers (implicit)• Asks questions (explicit)• Drives revenue, but preserves

average order value• Highlight Littman jewelry line• Emphasize protection plans• Enhance visibility of Watch

Protection Plans (Rule Manager)

Track: Mobile & Web Marketing

#CNX14

Fred Meyer Results

eCommerce is up 47% year over year

Watch Protection Plan revenue grew 150%

Track: Mobile & Web Marketing

#CNX14

Future Enhancements

• Implementation and optimization flow improvements

• Email Banner Personalization

Track: Mobile & Web Marketing

#CNX14

Future Enhancements

• Implementation and optimization flow improvements

• Email Banner Personalization

Track: Mobile & Web Marketing

#CNX14

Future Enhancements

• Implementation and optimization flow improvements

• Email Banner Personalization

Track: Mobile & Web Marketing

#CNX14

Future Enhancements

• Implementation and optimization flow improvements

• Email Banner Personalization

Track: Mobile & Web Marketing

#CNX14

Future Enhancements

• Drag-and-drop configurations for email and cloud pages

• Catalog-agnostic recommendations

• Rule engine enhancements• New page/campaign wizard• In-app page/campaign reporting

and trend metrics

Track: Mobile & Web Marketing

#CNX14

Future Enhancements

• Drag-and-drop configurations for email and cloud pages

• Catalog-agnostic recommendations

• Rule engine enhancements• New page/campaign wizard• In-app page/campaign reporting

and trend metrics

Track: Mobile & Web Marketing

#CNX14

Future Enhancements

• Drag-and-drop configurations for email and cloud pages

• Catalog-agnostic recommendations

• Rule engine enhancements• New page/campaign wizard• In-app page/campaign reporting

and trend metrics

Track: Mobile & Web Marketing

#CNX14

Overcoming the Challenge of

Engaging Customers Online is Possible

with Predictive Content

Fred Meyer Successfully

Replicates the In-store Experience

with Online Customers

New Features and Upcoming

Enhancements Make Automation and Customization

Possible for Marketers

Recap Slide

1 2 3

Track: Mobile & Web Marketing

#CNX14

Track: Mobile & Web Marketing

#CNX14

Take the after-session survey!

Take the Survey in the Connections 2014 Mobile App

Join the Conversation!

Prizes!

$50StarbucksGift Card Session speaker info

@mcoffman@caitlinleonard

#CNX14

Track: Mobile & Web Marketing

#CNX14

Track: Mobile & Web Marketing

#CNX14

Questions?

Track: Mobile & Web Marketing

#CNX14

CUSTOMER JOURNEY SHOWCASE

MARKETING THOUGHT LEADERS

EMAIL MARKETING PRODUCT STRATEGY& ROADMAP

PERSONAL TRANSFORMATION

& GROWTH

SOCIAL MARKETING MOBILE & WEB MARKETING

DEVELOPERS HANDS-ON TRAINING

INDUSTRY TRENDSETTERS

CREATIVITY & INNOVATION

SALESFORCE FOR MARKETERS

ROUNDTABLES

Track: Mobile & Web Marketing

#CNX14

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