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ULTA is no different than most retailers juggling rewards programs, catalogs, coupons, etc... Communications are critical, and every customer is different. Eric Messerschmidt, ULTA's VP of Loyalty and CRM shares how they stay relevant and drive incremental sales by looking at a single view of the customer across channels, and using Adobe Campaign to manage their campaigns. Learn more about Adobe Campaign here: http://www.adobe.com/solutions/campaign-management.html This presentation was give at Adobe Digital Marketing Symposium in San Francisco on September 11, 2013.
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Driving Relevanc
y (and Incremental Sales)
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
o Founded in 1990 o A beauty superstoreo The largest US
beauty retailer that provides one-stop shopping for prestige, mass and salon products and salon services
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
609 stores across the US
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
Over 20,000 beauty products…
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
…and a Salon in every store
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
Over 11 million active members
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
Members love our catalogs, coupons, and
rewards
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.9
We communicate with members
across many channelsGuest Services
Mobile
Direct Mail
Online
Point of Sale
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.10
Our primary challenge?Making our
communicationRELEVANT
to her.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
ObtainCustomer Data
Develop RelevantContent
Send it via the Right
Channels
The Concept Seems Easy
Learn From the
Data
… but it’s NOT Easy
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
Enter Adobe Campaign
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Better insights via a single view of the customer
+ Self-service, cross-channel marketing tool
+ Fast, intuitive campaign setup & measurement
+ One-to-one personalization
Benefits
13
= Relevant Communications
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
CRM Solution
AdobeCampaig
n
Data Source
s
AnalyticsDatamart
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data Sources
15
7 Systems and 38 Data Feeds
Marketing Planner
Loyalty
POS
Salon
Pricing
eComm
Adobe Campaign
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Campaign
16
o Daily Data Feeds & Data Cleansingo Harmonization Rules (Single View of
Customer)o Segmentation & List Selection Toolo Integrated with Delivery Channelso “Next Day” Campaign Measuremento Multi-Level Reporting
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
Data Mining, Modeling, and Scoring (via SAS)
AdobeCampaign Database
ULTA Analytics Datamart
Daily updates
Model Scoring
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So, how does use
it?
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Personalize Content1 email
21 ad tiles
1,050 unique
versions
3
7
1
1
3
6
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
20
Direct Mail
Reach via Multiple Channels
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Deliver a Multi-Touch Series
21
+ 14 days
+ 7 days
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Recognize Special Events
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Accelerate Brand Sales
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Increase Purchase Frequency
24
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
Drive Product Trial
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Test & Learn
26
Original Send Date: Thursday, April 18Offer Valid thru: Thursday, May 9Subject line: Exclusive Ojon Offer Just for You!
E-MAIL STATS Open Rate
Click Rate
TOTAL
ULTA Incr. Lift
Transactions
Average Ticket
Total Sales
Margin
Target Audience:
OJON Incr. Lift
Transactions
Average Ticket
Total Sales
Margin
Easy to set up control and test groups!
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
Thank you.
