From Email to Cross-Channel · Local discount Review Catalog Promotion . Provide Commerce Unique...

From Email to Cross-Channel Building a cross-channel roadmap

Dan LeBlanc VP, Customer Intelligence &

Relationship Management

Provide Commerce

Presented by:

Marcus Tewksbury Global Vice President, Product Strategy

Experian Marketing Services

The world… is NOT flat!

Customers are evolving

Meet Dana…

experian.com/meetdana

EMPOWERED

HYPERCONNECTED

OPINIONATED

HIGHLY VOCAL

… the modern consumer

Flattening the funnel

CHANNELS AWARENESS INTEREST DESIRE ACQUISITION

Catalog

Birthday Offers Birthday Reminder

Loyalty Capture Promotion

Community Promotion

Local Discount

Lessons from B2B…

Product vs. customer centric

Experience

Messaging

Product

Channel

Thinking like a salesperson

CUSTOMERS AWARENESS INTEREST DESIRE ACQUISITION

Catalog

Birthday offers

Birthday reminder

Loyalty capture

Promotion

Community promotion

Local discount

Review

Catalog

Promotion

Provide Commerce

Unique and sentimental gifts that make a classic statement.

Farm fresh fruit, gift baskets and delicious hand-made sweets.

Custom, personalized gifts for every occasion.

Gift advice and ideas from the experts for everyone on your

list.

Gourmet hand-dipped berries, cookies and cakes.

A wide selection of green and exotic plants, perfect for gifts

and home décor.

The freshest flowers, guaranteed to last at least 7 days.

Leading online provider of high quality gifts and gift recommendations backed by

superior customer service.

The source for the highest quality fresh flowers, chocolates and sweets, jewelry,

accessories and unique, personalized gifts.

Our family of brands

Marketing in a product centric

approach

website

email

display

direct mail

Understand your customer

Perform a customer segmentation study

• Survey customers and non-customers

• Build a psycho-demographic segmentation

“Input” variables

key attributes key needs key behaviors key

demographics key lifestyle

variables database variables

Cluster analyses

Home Florists

Dutiful Spouse Occasionally Thoughtful Romantics

Build a customer profile

Jennifer

• Wants the gift to be

unique and one they

will remember

• Seeks out ideas and

inspiration everywhere

• Likes to see what

others think of a

product or brand

Lisa

• Wants the gift to be

something they won’t

buy for themselves

• Knows what they want

to buy

• Has a group of brands

that they have come to

trust over the years

Identify the critical decision points

Constant

marketing from

brands

Ideation Window shopping

Shopping the site

Transaction Delivery The Give Follow Up

From brand Spread the

word “CRM”

FMOT

Market with a customer centric

approach

email

display

social

website direct mail

Speak to your segments

How to target

Audience IQ

Database

Internal DB/retention

Cookies Pixel

Consumer View

Acquisition direct mail

TV Online display Dynamic website

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Cherry Moon Farms – Save 20%

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Shari's Berries – Save 20%

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