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CMO of the FutureConnecting the dots…
Alison CorcoranSVP Marketing, US Stores & Online • Staples
Even the meaning of “Easy” has changed.
Retailers have more dots to connect.
How to build relationships with valuable business customers
Small Business customers believe Staples is the best at:
• Taking care of small businesses
• Having the most knowledgeable associates
• Delivering the best customer service
• Having the best product selection
• Being the easiest place to buy office supplies
Every week, over 2M Small Businesses make a purchase at a Staples store or on Staples.com
9.2M small business customers shopped last year
51% shop both channels
10% make 11+ transactions annually
I ran out or need something fixed.
We make it easy:
I need help reaching my goals.
We make it easy:
• To buy supplies• To make copies• To print documents• To maintain equipment• To furnish your office
• To run your business• To grow your business• To learn new things• To build relationships• To do what you love
Our challenge, moving from transactions to engagement
Today Repeat transactions
Tomorrow Continuous engagement
Staples.com and Email drive the most store visits
0%
5%
10%
15%
20%
What marketing influenced your visit to a Staples store?
Customer Purchase Path: What Sources Are They Using Pre-purchase?
ServicesConsumables Durables
Didn’t use any 16% 19 29 21 16 21 24 9 11 12 13 12 11 12 11 11 17 22
Usual purchase 26% 46 37 42 49 44 44 18 12 12 15 16 14 19 14 11 39 18
Print ad 3% 1 1 2 2 3 2 4 3 5 2 4 3 5 3 5 1 1
Referral 10% 3 5 2 3 3 2 14 18 14 17 5 8 14 8 8 13 34
Sales associate 8% 3 4 1 1 1 1 18 14 11 12 5 10 18 9 9 11 12
Online coupon 7% 9 8 11 12 9 7 5 6 9 3 5 8 2 8 7 10 2
Online ad 6% 3 2 3 5 6 3 7 9 7 3 7 9 7 7 10 6 2
Printed coupon 6% 10 6 14 9 9 6 3 3 5 3 8 6 3 7 5 9 2
Manu. Website 10% 4 3 2 4 1 3 21 26 18 19 8 15 17 9 11 6 8
Store circular 8% 5 4 13 7 9 7 11 7 9 5 10 13 6 12 10 4 3
In store display 11% 3 5 9 4 8 7 11 13 13 7 15 16 18 20 19 5 6
Online reviews 15% 1 2 2 1 1 2 28 33 27 28 19 31 25 17 21 6 11
Retailer website 19% 12 12 12 13 12 16 26 27 23 22 21 27 24 22 30 16 11
Searched online 23% 10 12 9 8 8 12 36 39 41 37 27 35 29 28 36 14 17
Media Effectiveness
• Email, Circular, Paid Search & Display are most important sales drivers to stores and online
• Fastest growth coming from digital media
• Targeted Direct Mail to business customers an effective tool
How our Customer researches and shops impacts media effectiveness Sales Impact by Vehicle
Our Vehicles
Almost everything we do drives transactions not engagement
Broad-based
Personalized
Targeted
NewGeoTargeted
Online Circular, Customer Targeted
Site and Deals, and Paid Display
Targeting
Targeted Paid Search, Social Campaigns w/Targeted Media,
Mobile
CRM, Personalized Email,
DM, PRO, SAMs targeting (site, account
managers, Email), Premier Rewards
Paid Search, Social Posts, PR, Affiliates
DM, Email, Mass Rewards
TV, Radio, Circular, Site,
Display, Daily Deals
Traditional
How do we move from transaction to engagment?
Target Small Business Consumer
Consumer Small Business
Message DealsOffersProductsPrograms
DealsOffersProductsEngagementCustomer Service
ConversationContentCommunityStorytelling Solutions
Vehicles CircularRadioTVDMEMDisplaySearch, etc.
FacebookTwitterYouTube
LinkedIn CommunitySocial platforms with SMB focusSmall Business month
Traditional/Digital Social Contextual*
*Aligning content, conversation and community to the visitor’s mission, interests and social currency.
What does contextual marketing look like?
Seed, farm and harvest small business content
Join
Consume
Engage
Share
Community of small businesses with shared mission
Authentic conversations with small businesses
Extend reach to other small businesses
through member sharing and content
dissemination
20
Being part of the conversation give us unprecedented insight into small businesses
Customer-First Innovation
Services
ProductsMessaging
Listen
Respond
ContributeShare
Solve
InsightUnmet Needs
Content
21
SearchPush Your Business Forward Facebook contest launched
Direct Mail In-store Small Business Showcase
Email Marketing
Constant Contact Webinar: Email & Social Media
Social Media Twitter Party withexpert Steve Strauss
Social
EmailOnline
YOU COULD WIN!
In-StoreReceipts
Staples Business Hub
921%Growth
25%Growth Over
Last Year
80%Growth Over
Last Year
Small Businesses Engaged
Facebook Fans
Twitter Followers
When we connect the dots,we connect with customers.
Alison CorcoranSVP Marketing, US Stores & Online • Staples, Inc.