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Your customers are interacting with your brand in new ways every day. Are you engaging with them in their channel of choice? Join us to discuss the ins and outs of developing a cross-channel customer journey. You’ll hear success stories as well as best practices for developing a cross-channel experience that’s right for your customer.
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Track: Customer Journey Showcase
#CNX14
#CNX14
Creating Cross-Channel Customer Journeys
Track: Customer Journey Showcase
#CNX14
Kandice CarlsonSr. Marketing
Consultant
ExactTarget
Brett BillickVice President,
Channel & Growth RetailMeNot, Inc.
Bob MarianoManager of
Digital Marketing
Raley’s Family of Fine Stores
Track: Customer Journey Showcase
#CNX14
Cross-Channel Marketing:Hot, But Not Happening
-eMarketer, September 2014
Track: Customer Journey Showcase
#CNX14
Overcome Organizational Silos
Expand Your Data Set
Find the Right Product & Tools
Track: Customer Journey Showcase
#CNX14
It has never been a better time to truly focus on the customer experience and craft journeys that build upon the customer's experience with your brand.
Journey Builder Success Guide
Track: Customer Journey Showcase
#CNX14
Shared by Walgreens at the Mcommerce Summit
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
#CNX14
RetailMeNot, Inc.
Brett Billick, Vice President, Channel & Growth
Track: Customer Journey Showcase
#CNX14
RetailMeNot: Who We Are
• The world’s largest marketplace of digital offers
• We connect consumers across all of our platforms to brands
Track: Customer Journey Showcase
#CNX14
RetailMeNot: Who We Are
App downloads
~38MM
Geo-fence locations
$3.5B
175K+Twitter followers
2.7MM+Facebook fans
16MM+Total site traffic is mobile
Total ecommerce sales driven by RMN.com Thanksgiving thru Cyber Monday
Facilitated 2013 global merchant sales
Email subscribers
Visits/month
2.6%
15K+
~39%15MM+
*As of June 30, 2014
Track: Customer Journey Showcase
#CNX14
THE DIGITAL COUPON AUDIENCE IS GROWING FASTER THAN EXPECTED
In 2014, 55% of adult internet users will redeem a digital coupon via any device for either online or offline shopping.
– eMarketer, 2013
More than
70% of digital coupon users will
redeem a coupon or code on a mobile device for online or offline shopping.
- eMarketer, 2014
Track: Customer Journey Showcase
#CNX14
The RetailMeNot Deal Seeker
• Female 25-54• Parent• HH Income $75K+• Spend $2K+ shopping annually• Uses a desktop and/or mobile device to
deal seek• Looking for ease, relevance, and
content
Track: Customer Journey Showcase
#CNX14
Stages of the deal seeker’s journey
Monitoring Deciding to Shop Preparing Actively
ShoppingEvaluating
Deal Purchasing Sharing Deal
Track: Customer Journey Showcase
#CNX14
Mapping channels and needs to the journey
© 2014 Kelton. % Based to total who engaged in each stage
Monitoring Deciding to Shop Preparing Actively
Shopping Evaluating Deal Purchasing Sharing Deal
Avg. Proportion of Total Trip[Among total]
16% 12% 14% 24% 13% 18% 3%
Enjoyment of Journey Stage*
Primary Channel of Engagement
43% 55% 49% 66% 54% 68% 58%
Track: Customer Journey Showcase
#CNX14
Mobile is key to our story
We are consistently driving for cross channel usage – to meet our deal seekers needs at every step
Example: We ask our users during onboarding in app and online to a) tell us their favorite stores and b) sign up to receive deals
Track: Customer Journey Showcase
#CNX14
We then deliver on a promise, no matter where you are, to never miss a deal….
Mobile Push Email
Track: Customer Journey Showcase
#CNX14
What’s next? The journey continues…..
Track: Customer Journey Showcase
#CNX14
#CNX14
Raley’s Family of Fine Stores
Bob Mariano, Manager of Digital Marketing
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Strategy and long-term growth
vs.
“What have you done for me lately?”
Track: Customer Journey Showcase
#CNX14
Goals – Presentation Overview
1 2 3
A snapshot of Raley’s past and
present
A look into our loyalty communications
program
Our plans to improve the Customer
Journey using cross-channel marketing
and automation
Track: Customer Journey Showcase
#CNX14
“The conventional grocery store model is dead.” - an anonymous but very pleasant Raley’s executive
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Cross Channel Marketing
Track: Customer Journey Showcase
#CNX14
Customer Journey – Longer Cycles
Track: Customer Journey Showcase
#CNX14
Building a yearly cycle with increased relevance …each week …month …and quarter.
Track: Customer Journey Showcase
#CNX14
How will you deliver relevance – not just through content, but
through timing, frequency and
location (digital & physical!)
Get everyone in your organization on
board! Delivering on a Customer Journey requires commitment
across teams!
Don’t wait!
Innovate – Experiment – Test &
Learn!
Define “Customer Journey” for your enterprise…
1 2 3
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Questions?
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
$50StarbucksGift Card
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#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