How to thrive in the age of the customer!
Age of the customer — a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
Acing The CRM Experiment - 40 Customer Engagement Tips From Leading Brands
Shopper Marketing Insights for Retailers
1. Intelligent
Customer
Engagement™
Suite
Right
Channel,
Right
Message.
Right
Now
Shopper
Marke+ng
Insights
for
Retailers
September
11,
2014
@CapillaryTech
2. Shopper
Marke+ng
Insights
for
Retailers
Rusty
Warner
Principal
Analyst
Forrester
Research
Richard
White
Advisor
to
Capillary
Technologies
Janet
Jaiswal
VP
of
Marke=ng
Capillary
Technologies
Private
and
Confiden=al
2
@CapillaryTech
3. • Introduc=ons
• The
Age
of
the
Customer
• Big
Data
• Case
Studies
• Key
Takeaways
• Q
&
A
Agenda
Private
and
Confiden=al
3
@CapillaryTech
11. Poll
#1
:
In
your
opinion,
what
are
the
main
barriers
for
marketers
to
overcome
in
the
shiH
towards
customer-‐driven
marke+ng?
(You
can
select
more
than
one)
• Lack
of
capabili=es
to
manage
and
analyze
“Big
Data“
• Inability
to
execute
relevant,
=mely
&
channel-‐specific
communica=on
• Inability
to
measure
the
value
through
incremental
sales
• Lack
of
support
from
senior
management
• Overcoming
the
previous
organiza=onal
mindset
Private
and
Confiden=al
11
@CapillaryTech
23. Poll
#2:
What
are
the
primary
hurdles
to
successfully
leveraging
data
in
your
marke+ng
organiza+on?
(check
all
that
apply)
• Building
reports
that
surface
ac=onable
insights
• Don’t
have
the
team
members
with
the
right
skills
to
leverage
the
data
• Limited
budget
to
install
necessary
technology
• Limited
team
capacity
to
priori=ze
• Culture
doesn’t
embrace
data
Private
and
Confiden=al
23
@CapillaryTech
28. > Increased its repeat visits
per month by 15+%
> Realized a 5% increase in
same store transaction
growth (SSTG)
> 38% increases in campaign response rates with only a 14%
increase in communications
> Won Loyalty & Engagement Awards for "Best CRM Strategy"
and "Best Use of Relationship Marketing (B2C)“
> Won CMO Asia Award for "Best Use of Marketing
Communications”
Private
and
Confiden=al
28
@CapillaryTech
29. “Merely
having
an
incredible
data
capturing
mechanism
does
not
mean
business
decisions
can
be
taken
effec=vely.
Capillary’s
ability
to
predict
future
performance
helps
us
take
important
and
reliable
business
decisions.”
–Sumesh
Bhat,
Business
Head
> Obtained customer insight through real-time dashboards
and reports
> Created campaigns that increased incremental sales per
individual (achieved 4x campaign target)
> Realized 130% ROI on margin within 3 months
> Modified loyalty program to increase visit frequency
Private
and
Confiden=al
29
@CapillaryTech
30. Poll
Ques+on
#3:
What
do
you
believe
are
some
of
the
biggest
challenges
facing
marketers
today?
(select
all
that
apply)
• Too
much
Big
Data
–
don’t
know
how
to
handle
it
all
• The
complexity
of
omni-‐channel
marke=ng
• Measuring
and
delivering
marke=ng
ROI
• Delivering
=mely,
personalized
communica=ons
• Adjus=ng
company
mindset
&
budgets
to
1:1
communica=ons
Private
and
Confiden=al
30
@CapillaryTech
32. Challenges
Capillary
solves
How can I retain
?
more customers?
How can I increase my cross-sell
/ up sell revenue through
personalization?
?
How can I
improve my
Marketing ROI?
?
Private
and
Confiden=al
How can Store Associates
?
better engage customers
in the store?
What can I do to
?
increase revenue?
How can I bring
more people
into my store?
?
How can I get my
customers to increase
their Average Basket Size?
?
How can I improve my
?
marketing campaign results?
How can I market to my omni-channel
customer most
effectively?
?
?
How can I identify my most loyal customers?
And manage my loyalty program?
@CapillaryTech
32
33. The
Capillary
Value
!
Built
for
retailers
only
Private
and
Confiden=al
What can I do to
?
increase revenue?
How can I retain
?
more customers?
How can I increase my cross-sell
/ up sell revenue through
personalization?
?
How can I
improve my
Marketing ROI?
?
How can I bring
more people
into my store?
?
How can Store Associates
?
better engage customers
in the store?
How can I get my
customers to increase
their spend?
?
How can I improve my
?
marketing campaign results?
How can I market to my omni-channel
customer most
effectively?
?
?
How can I identify my most loyal customers?
And manage my loyalty program?
!
Integrated,
mul=-‐channel
loyalty
!
Integrates
with
most
leading
POS
!
Real-‐=me
customer
analy=cs
!
Complete
customer
engagement
plaaorm
!
Data
integra=on
across
channels
for
key
insights
@CapillaryTech
33
34. Our
solu+on
is
focused
on
the
Retail
industry
Private
and
Confiden=al
@CapillaryTech
34
35. Typical
customer
results
Private
and
Confiden=al
3%-‐5%
Same
Store
Growth
10%
Customer
Frequency
15%
Average
Bill
Value
3-‐5X
ROI
on
Margins
30%
Customer
Reten=on
Rate
@CapillaryTech
35
36. Major
Focus
• Customer
big
data
analy=cs
• Loyalty
program
management
• Campaign
management
• Store
clienteling
• Omni-‐channel
engagement
Global
Exper+se
150+
customers
10,000
stores
100
million
consumers
Privately
held
company
with
350
employees
across
7
offices
in
US,
UK,
UAE,
SA,
AUS,
APAC
and
India
Customers
About
Capillary
Technologies
Private
and
Confiden=al
36
Awards
&
Accolades
@CapillaryTech
37. Key
Takeaways
Marke=ng
to
shoppers
who
are
increasingly
sophis=cated
and
demanding
is
not
easy
Build
a
customer
engagement
intelligence
plaaorm
– Turn
Private
and
Confiden=al
big
data
into
business
insights
to
understand
all
of
your
customers
– The
insights
will
enable
relevant
and
personalized
interac=ons
@CapillaryTech
37
Idea=on:
Set
realis=c
expecta=ons
– Start
small
with
a
pilot
and
take
a
learnings-‐based
approach
– They
need
the
right
message
at
the
right
=me
through
the
relevant
channel
Implementa=on:
Deliver
success
&
then
expand
rapidly
– Measure
results
and
then
incorporate
into
all
marke=ng
programs
across
channels
38. Rusty
Warner
Principal
Analyst
Forrester
Research
hjp://www.forrester.com/Rusty%20Warner
Richard
White
Advisor
to
Capillary
Technologies
RWhite@CapillaryTech.com
Janet
Jaiswal
VP
of
Marke=ng
Capillary
Technologies
Janet@CapillaryTech.com
Complete
feedback
to
receive
the
Customer
Intelligence
White
Paper
Private
and
Confiden=al
@CapillaryTech