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2014 Holiday Connected Consumer Series session presented by Merkle #HolidayCCS
Citation preview
10 Ways To Personalize The Holidays
Presented by Sponsored by
#HolidayCCS
About Holiday CCS 2014
ü 7 Webinars, 4 Days
ü Sessions covering Store
Ops, X-Channel, Loyalty,
Big Data & more
ü Featuring industry
analysts and consultants
ü Free for Retail executives
ccs.retailtouchpoints.com/holiday-2014
#HolidayCCS
Follow The Webcast On Twi=er
#HolidayCCS @ConnectConsumer @RTouchPoints @merkleCRM
#HolidayCCS
About Retail TouchPoints
ü Launched in 2007
ü More than 28,000 subscribers
ü Provide executives with relevant,
insightful content
ü Free Resources such as White
Papers, E-book, Webinars,
Research and Podcasts
www.RetailTouchPoints.com
#HolidayCCS
BrightTALK
#HolidayCCS
Today’s Panelists
Arif Damji Senior Director of Strategy & Development, 500friends
Alicia Fiorletta Senior Editor Retail TouchPoints
MODERATOR
Zimm Zimmermann Vice President, Personalization, Merkle
© 2014 Merkle. All Rights Reserved. Confidential 7
10 Ways to Personalize the Holidays Zimm Zimmermann VP, Personaliza0on Merkle, Inc.
Arif Damji Senior Director, Strategy & Development 500friends, Inc.
© 2014 Merkle. All Rights Reserved. Confidential 8
Merkle| We recognize the complexity in PersonalizaRon
Integrated Channel And Media
News Feeds
Miscellaneous
Social Networks
Reviews
In-Store Experience
Email Television
Website, Online Mentions, Ads
Newspaper Ads, Articles
Text, Mobile Web
Personal Relationships
© 2014 Merkle. All Rights Reserved. Confidential 9
Our definiRon of “PersonalizaRon”
Social Print
DM &EM
Display
Search TV/Video
Mobile
Site
Product
LTV Segment
Demographics Life Events
Call center
Meetings
Personalization manages the conversation and experience of optimized content / data relevant to the customer journey. • Integrates Channel and Media • Explicit (customer provided) and
implicit (market derived) data • Converses with anonymous and
known customers • Leverages all relevant data, models
and other Personalization Methodologies
• Obvious and Obscure Personalization Tactics
© 2014 Merkle. All Rights Reserved. Confidential 10
Addressability uses customer data (anonymous or identified) data to increase the targetability and relevance of marketing impressions and experiences
The Addressability Spectrum
Anonymous Partially Identified Identified Identification:
Knowledge: Unknown Some Knowledge Well Known
Channels & Media:
Personalization:
From Anonymous to IdenRfied: Companies should target and personalize the experience from the very beginning
© 2014 Merkle. All Rights Reserved. Confidential 11
Merkle Understands the Value of Growing a PersonalizaRon Program
Stage 1 Stage 2
Stage 3 Stage 4
Stage 5
Personalization requires aligning people, process, technology and data to effectively move from campaigns to viewer centric conversations.
Revenue Impact
Characteristics & Tactics
Channels
• Basic "Batch" List Targeting
• Campaign Management • Base Segmentation • No Optimization • Email or Print • Single Message for
everyone • “Dear Harry”
Personalization
• Business Rules based Segmentation
• Campaign Management • A/B Testing • Email tied to Site
Landing Page • Email Champion
message delivered to everyone
• Tag Personalization
• Model Defined Segmentation
• Campaign Management
• Multivariate Optimization
• Email tied to Site Landing Page
• Optimization within Email and landing page
• Tag Personalization
• Automated Segmentation
• Interaction Management • Persona Driven
Interactions • Automated Modeled • Optimization • Channel and Media
Integration • Best Message / Best
Product Offer • Personalized with
viewer / product attributes
• Automated Self-Learning Segmentation
• Consumer Journey Based
• Interaction Management • Conversion Messaging • Automated Predictive
Optimization • Channel and Media
Integration • Next Best point within
the conversation / relationship
Static Campaign
Rules Based Campaign
Model Based Campaign
Integrated Viewer Centric
Viewer Centric Conversation
60% 120% 20% - 3% 10%
© 2014 Merkle. All Rights Reserved. Confidential 12
Countdown to the Holidays – Make every interacRon personal
source: Adobe
10 9 8 Use identifiable
information more than once?
Localize the experience
Personalize More Than the Email
Content!
Hey, Joe
Welcome Back, Joe
Joe! Look at this one!
@ @From: HolidayHelper@retail.com
Subject: Texas Chingding Specials!
Locations:
Hours:
Two in five say they buy more from brands that send them personalized emails
© 2014 Merkle. All Rights Reserved. Confidential 13
Countdown to the Holidays – Create value from purchase history
7 6 5 Continue the Conversation
Create Value-Add Emails
Sneak Peak Sales Just For YOU!
You left some items in your cart and we found a few extras you might like.
Santa’s Helper has dropped your package off at Mom’s front door.
@ @Just For You! 10% off two items in still waiting for you in the cart.
@
source: Adobe
One-third of con-sumers want greater personalization in their ecommerce experiences.
Nearly two-thirds of loyalists - consumers with strong brand relationships and affinities -cited “shared values” as their core reason for deep engagement.
© 2014 Merkle. All Rights Reserved. Confidential 14
Countdown to the Holidays – Personalizing the Anonymous
4 3 2 Obscure
Personalization
Build a conversation with
a survey
Change tactics for non-responders
It’s Snowing! Have you seen our online specials?
@ If you had to choose one of the following as a gift, what would you choose?
@Subject: Product
Subject: Product
Subject: Product
JUNK
source: Adobe
Sixty percent of shoppers like when an ecommerce site remembers that information.
© 2014 Merkle. All Rights Reserved. Confidential 15
Make your Holidays count … From personalizaRon to loyalty
1 Present Related
Relevant Products Loyalty
“Hi Mary, we’re getting in a new shipment of your favorite designer brand shoes. “
@
• Increased Customer Satisfaction • Heightened Brand Perception • Longer Customer Lifecycles • Optimal Customer Lifetime Value
Benefits of Personalization:
© 2014 Merkle. All Rights Reserved. Confidential 16
Poll QuesRon
If you implemented all of the <ps presented here today, in which personaliza<on stage do you believe you would fall? Answer the poll ques0on and 3 lucky people will receive “Connected CRM: Implemen0ng a Data-‐Driven, Customer-‐Centric Business Strategy,” wriPen by Merkle CEO, David Williams q Stage 1 – StaRc Campaign q Stage 2 – Rules-‐based Campaign q Stage 3 – Model-‐based Campaign q Stage 4 – Integrated Viewer Centric q Stage 5 – Viewer-‐centric ConversaRon
16
ARIF DAMJI, Senior Director of Strategy & Development arif@500friends.com
How loyalty drives holiday personalization
a
Desktop Email In-Store Social Mobile
To power personalization, you need to provide customers with a reason to identify themselves
That’s why everyone wants a loyalty program these days; it incentivizes customers to say who they are.
a
Loyalty then becomes the hub for all customer data…
...and paints a vivid picture of each and every member
ONLINE
IN-STORE
COMMUNICATION
SOCIAL
• Likes Mad Men
• Referred dress to friend
• Always looking for new styles
• Bought product last week
• Referred dress to friend
• Asked an associate about dress availability
• Gives new product 5 stars
• Visits e-shop every Tuesday
• Filled in preference profile
• Called customer service about a prior order
• Responds to emails about ladies’ shoes
• Doesn’t respond to generic discounts
Dermalogica is an example of how a brand can incentivize members to share information
a
You could take this information to personalize offers to a member based on products mentioned by friends…
a
… and personalize redemption options to ensure a higher “implied value”
a
Also remember, loyalty intelligence can also boost your ROI for new customer acquisition
Lifetime Value Paid Search Bid
WITHOUT loyalty data $250 (average member)
$1.00
WITH loyalty data $1,000 (elite member)
$10.00
Can pay more to acquire customers with high lifetime value.
a
So use the holidays as an opportunity to build and nurture loyalty relationships over the entire year
Summer: Summer Skin SOS
Thanksgiving: Thanks GIVEaway
New Year: Resolve to Relax
#HolidayCCS
Q&A
#HolidayCCS
Today’s Panelists
Arif Damji Senior Director of Strategy & Development, 500friends
Alicia Fiorletta Senior Editor Retail TouchPoints
MODERATOR
Zimm Zimmermann Vice President, Personalization, Merkle
#HolidayCCS
Thank You For Joining Us
The next session in this series…
Embrace The Mobile Retail Store Of The Future…Now! 2PM ET / 11AM PT
ccs.retailtouchpoints.com/holiday-2014
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