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How Leading Retailers Optimize the Customer Journey Featuring Crocs, Cabela’s and Hallmark Baby

Maria Humphrey Director, Salesforce Industries Retail

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Support Issue Resolved

First Purchase

Every Customer Is on Their Own Unique Journey  Grouping, segmenting, and stereotyping is no longer enough

*Transforming Customer Experience: From Moments to Journeys, 2013

Journeys are strongly correlated with business outcomes.

+36% Customer

satisfaction

+15% Revenue growth

+28% Willingness to recommend

+33% Less likely to cancel/churn

Why Personalization Matters

94%

78%

14%

Businesses indicate personalization is critical to success

improvement in email click through rates

of consumers indicate they want some degree of personalization

But customer journeys are more than marketing…

?

Systems of Record

Retailers Have Invested in Systems of Record Focused on internal operations, not engagement

Internal Focus Content Delivery – Content Management – Infrastructure

Supply Chain Merchandising HR Inventory eCommerce POS Systems of Record

? #1 Customer experience has

overtaken price and product as the key brand differentiator.

Walker Information, Customers2020 Report

Systems of Record

Retailers Need Systems of Engagement

Supply Chain Merchandising HR Inventory eCommerce POS

Systems of Engagement Mobile Cloud Social

Data Science Internet of Things

The Salesforce Shopper Success Platform

Connected Shoppers Personalization Everywhere

Connected Stores Supercharged Associates

Connected Service Supercharged Agents

Retail Agility Rapid Innovation

Multitenant Cloud World’s most trusted

Customer Success Platform World’s #1 CRM

Retail Solutions Reimagine Engagement

Engage with Customers at Every Step of the Journey

Engage with Customers at Every Step of the Journey

Leverage multiple channels to increase awareness and drive traffic

Explore third-party partnerships to gain subscribers

Provide relevant content throughout the customer journey based on originating source

Acquire

v

Acquire Seasonal Facebook lead gen

Site pop-up

Welcome series

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5.15%

4.38%

0.72%

5.89%

2.01%

Subscrip5onRatebySource

Facebook Pinterest CPC Babycenter.com Display

CPC5%

Facebook73%

Display1%

Babycenter1%

Pinterest1%

Hallmark19%

EmailAcquisi5onbySource

CPC Facebook Display Babycenter Pinterest Hallmark

Results

How we did it Tools and partnerships

More budget allocated to sources with high subscription rates

A seamless customer experience is key

Re-evaluate partnerships to examine placement, customer mindset and traffic

Focus on source of acquisition and assign a revenue and value of email by originating source

Insights & Learnings

Engage with Customers at Every Step of the Journey

Onboard new subscribers with targeted messages

Encourage first open, click, and purchase with Crocs

Use data to power these messages to deliver the right content at the right time

Engage

Welcome email

Onboarding series

Post-purchase

An early conversion is key to a more engaged subscriber across their lifetime

Use data to drive dynamic content, offers and relevant triggers

Take advantage of new technologies to increase engagement

Insights & learnings

Engage with Customers at Every Step of the Journey

Provide content that subscribers find valuable

•  Tips and tricks

•  Videos

•  Secondary message to ‘Shop’

Leverage retail store location to drive in-store event participation

Provide value to subscribers for love of the Cabela’s brand

Retain

Original version

Content-focused emails

Content supporting in-store

Data – driven from store location information

Upcoming events and classes that shoppers can attend

Dynamic content allows for high-level of personalization at scale

How we did it Tools and partnerships

Content and revenue are not mutually exclusive

Decreased unsubscribes by 25%

Incorporate local store events and content

Develop a content strategy, start somewhere

Value-added content

Insights & learnings

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Solution Approach & Demonstration

How it works

 01.VISIT »  02.PURCHASE »  03.COLLECT »  04.FILTER & SEND

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Solution Demonstration

Recap

Acquire new customers through social channels

and partnerships with like-minded brands

Utilize data to customize content during the

onboarding series for a more engaged subscriber

and earlier conversion

Develop value-added content including in-store

events to retain customers longer

1 2 3

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Connect with Us!

Wed, 6:30 – 8:30 pm Sponsored by Slalom

Join our Store Tour at Experience the Shopper Success Platform

Tues, 8:00 – 7:30 Wed, 8:00 – 6:00

Thurs, 8:00 – 12:00

Learn from Retail Thought Leaders

Wed, 2:00 – 2:40 pm Keynote Room

Hear from Retail Thought Leaders Join us at a special Retail Keynote Session on Wednesday

Reimagining Retail in the Age of the Shopper Digital disruption is driving shopper demand for personalization. Hear how leading brands personalize the shopper experience, empower employees with mobile, collaboration and analytics tools, and adopt agile innovation to thrive in the Age of the Shopper. Wed, 5/11, 2:00 PM Keynote Room