#CNX14 - Creating Cross-Channel Customer Journeys
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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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#CNX14 - Creating Cross-Channel Customer Journeys
- 1. Track: Customer Journey Showcase #CNX14 #CNX14 Creating Cross-Channel Customer Journeys
- 2. Track: Customer Journey Showcase #CNX14 Kandice Carlson Sr. Marketing Consultant ExactTarget Brett Billick Vice President, Channel & Growth RetailMeNot, Inc. Bob Mariano Manager of Digital Marketing Raley’s Family of Fine Stores
- 3. Track: Customer Journey Showcase #CNX14 Cross-Channel Marketing: Hot, But Not Happening -eMarketer, September 2014
- 4. Track: Customer Journey Showcase #CNX14 Overcome Organizational Silos Expand Your Data Set Find the Right Product & Tools
- 5. 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
- 6. Track: Customer Journey Showcase #CNX14 Shared by Walgreens at the Mcommerce Summit
- 7. Track: Customer Journey Showcase #CNX14
- 8. Track: Customer Journey Showcase #CNX14 #CNX14 RetailMeNot, Inc. Brett Billick, Vice President, Channel & Growth
- 9. 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
- 10. Track: Customer Journey Showcase #CNX14 RetailMeNot: Who We Are Total ecommerce sales driven by RMN.com Thanksgiving thru Cyber Monday App downloads ~38MM Geo-fence locations $3.5B 175K+ Twitter followers 2.7MM+ Facebook fans 16MM+ Total site traffic is mobile Facilitated 2013 global merchant sales Email subscribers Visits/month 2.6% 15K+ ~39% 15MM+ *As of June 30, 2014
- 11. 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
- 12. More than 70% of digital coupon users will redeem a coupon or code on a mobile device for online or offline shopping. - eMarketer, 2014
- 13. 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
- 14. Track: Customer Journey Showcase #CNX14 Stages of the deal seeker’s journey Monitoring Deciding to Shop Preparing Actively Shopping Evaluating Deal Purchasing Sharing Deal
- 15. Track: Customer Journey Showcase #CNX14 Mapping channels and needs to the journey Monitoring Deciding to © 2014 Kelton. % Based to total who engaged in each stage 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%
- 16. 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
- 17. Track: Customer Journey Showcase #CNX14 We then deliver on a promise, no matter where you are, to never miss a deal…. Mobile Push Email
- 18. Track: Customer Journey Showcase #CNX14 What’s next? The journey continues…..
- 19. Track: Customer Journey Showcase #CNX14 #CNX14 Raley’s Family of Fine Stores Bob Mariano, Manager of Digital Marketing
- 20. Track: Customer Journey Showcase #CNX14 Strategy and long-term growth vs. “What have you done for me lately?”
- 21. 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
- 22. Track: Customer Journey Showcase #CNX14 “The conventional grocery store model is dead.” - an anonymous but very pleasant Raley’s executive
- 25. Track: Customer Journey Showcase #CNX14
- 26. Track: Customer Journey Showcase #CNX14 Cross Channel Marketing
- 27. Track: Customer Journey Showcase #CNX14 Customer Journey – Longer Cycles
- 28. Track: Customer Journey Showcase #CNX14 Building a yearly cycle with increased relevance …each week …month …and quarter.
- 29. Track: Customer Journey Showcase #CNX14 Define “Customer Journey” for your enterprise… 1 2 3 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!
- 30. Track: Customer Journey Showcase #CNX14 Questions?
- 31. Track: Customer Journey Showcase #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! #CNX14 $50 Starbucks Gift Card
- 32. Track: Customer Journey Showcase #CNX14
- 33. 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
Notes de l'éditeur
- Good afternoon. My name is Kandice Carlson and I’m a Sr. Marketing Consultant for ExactTarget. I’m really excited to be joined by Brett Billick, Vice President of Channel & Growth at RetailMeNot and Bob Mariano, Manager of Digital Marketing at Raley’s Family of Fine Stores.
- We are here today to talk about cross-channel marketing. I loved the headline for an eMarketer article earlier this month. I think it really describes the state of the union for cross-channel marketing. From what I can tell, everyone is talking about it but very few companies are planning for a cross-channel future and even fewer are actively executing programs. Why?
- Because it’s hard! Having a cross-channel strategy means breaking down organizational silos, expanding your data-set to be able to see a full view of the customer and finding a product that allows you to target in an automated fashion so that you’re not bogged down with manual messaging. All while doing your day job. That’s no easy task.
- But ultimately we know that the model of recency, frequency and relevancy is no longer enough. We must take into account where our customer is most actively participating with our brands and we must address them in that channel. The way I’ve really been thinking about this is that it’s impossible to truly deliver a relevant message if you don’t know the ways in which your customer is interacting with you. Don’t tell me to join your SMS program if I’m already a member. I don’t need to “Like” your Facebook page, I did that a while ago.
- With the reminder that this isn’t just for benefit of the customer, this is for the bottom line. Walgreens has shared that multiple channel interaction increases customer spend up to 6X. Study after study shows that when a customer interacts in multiple channels they are more valuable AND more loyal to your brand.
- We thought it would really interesting and beneficial to have two companies share their stories with you today. I have the pleasure of working with RetailMeNot and Raley’s and have been so impressed with both their current execution and future visions for a cross-channel customer experience. Let’s start with Brett Billick from RetailMeNot.
- Digital coupons are moving to mobile in a big way. This year, more than 70% of U.S. adult digital coupon users will redeem a coupon or code on a mobile device for online or offline shopping, based on a new study. http://www.mediapost.com/publications/article/225091/digital-coupons-the-move-to-mobile.html
- Through q2 2014, users have favorites 79M times and saved 29M times
- 1. Programmatic alerts in mobile push (geo-fences) and email 2. Ad hoc targeting across platforms
- 1. Mobile will continue to be our major focus 2. Email is evolving into a discovery, mobile first tool for our shoppers 3. We’re laying the groundwork for more sophisticated, cross channel targeting and execution.
- Good afternoon(?) – I want to thank ExactTarget for the opportunity to be part of this event, and thanks for joining this session. My name is…. Raley’s is a family of bricks & mortar grocery in Nor Cal Nor NV And I’d like to talk to you about a couple things we’re already doing- and a lot of things we’re working toward to build journeys for our customers.
- I don’t know if you’re facing this question in your business, but…. We’re in the middle of a big transition at Raley’s – not just in the Marketing Dept but across the enterprise - This [slide] gives an idea of where we’re going vs. where we’ve been. As a mid-sized conventional grocer we’re trying to break the conventional expectations we have regarding retail performance and customer behavior And redefining our Customer Journey is a BIG PART of this transition An example: A few year’s ago, if we had Dungeness Crab at half off, we’d send out one email It would do great – and then the next week it would be forgotten Today if Dungeness Crab is half off, we’re asking ourselves: - which customers want to know about this? Should we tell them via email? Text? Social? All of the above? WHEN should we tell them? If they respond to a comm, how do we maintain contact all the way to the store… AT the store… AFTER the transaction? From a Performance standpoint - How did we influence or reward the customer thru our efforts? We’re looking at the Customer Journey in longer, deeper cycles than just one-off campaigns that cause this [point at question on slide] question.
- In the next few minutes, I’d like to share A snapshot of Raley’s past and present A look into our loyalty comms program Our plans to build on our successes using some of the solutions within the ET Marketing Cloud
- [read slide]… Now.. we’ve enjoyed decades of success at Raley’s as a conventional grocer – BUT only because we continue to look for ways to innovate…
- From the first store in 1935, our founder Tom Raley experimented and innovated. We were the first grocer in the west to offer pre-packaged meats In the 1970s, we tore down the wall between the grocery aisles and the general department store, introducing a large multi-category format similar to what you find today in Walmart
- Now, with 118 primary banner locations (29 of those click & collect), 8 discount stores and 11 fuel stations we’re fighting Walmart, Target, Safeway and of course Amazon for share-of-stomach– …AND share of customer attention span.
- Now, with 118 primary banner locations (29 of those click & collect), 8 discount stores and 11 fuel stations we’re fighting Walmart, Target, Safeway and of course Amazon for share-of-stomach– …AND share of customer attention span.
- here’s a depiction of how Cross Channel Marketing has matured at Raley’s. Clearly the shopper on the left was charmed by our newspaper ad, Which then paid off by meeting her expectations via in-store media On the right, we see one of today’s store team members enrolling a shopper in our “Something Extra” loyalty program For years Raley’s promoted that fact that we did NOT have a shopper card – we did NOT want to collect customer data – we did NOT want to track your shopping behavior A few years ago we realized that we needed a loyalty program not just to compete – but to deliver relevance and personalized value to our customers… We paved the road for Customer Journeys.
- We’re redefining the SCOPE and CADENCE of our Customer Journey at Raley’s… Our core communication was always the weekly print ad. We divided our Customer journey into an unrelated string of 7-day cycles The only way to measure relevance: “How did this week’s ad perform against the same week last year?” When the ad week was over, the Journey was broken “What have you done for me lately?” – how do we measure the impact of our comms efforts? Now with 1:1 relevance via email and mobile, we’re building a much broader and more diversified Journey cycle Not just asking WHAT our customers want to see, but… HOW do the want to see it? …WHERE? WHEN? …How OFTEN? When they interact with us… THEN what? Questions that can only be answered using powerful solutions and automation …which is what attracted Raley’s to ExactTarget’s JourneyBuilder…
- These are thumbnails of the email campaigns we send to our loyalty members. Describe the emails left to right: Welcome… Onramp (x6) …Monthly Base …QRS The Journey we’re executing today is very personalized – but it’s very manual. Transactional data, content and targeting files are handled by several team members and files are transferred manually in batches. But we don’t want our teams spending all day on that? We want our teams to spend time executing on customer strategy, not babysitting csv files and jpgs We need to automate follow-up communications based on a previous interaction …today if a customer falls off our on-ramp, we lose them! We need to build a string of touchpoints that are triggered by the activities of an individual person …thereby creating a path that takes them from passive shopper to loyal customer. In JourneyBuilder, Raley’s sees great opportunity to enhance the Customer Journey. We want to acknowledge and thank customers who respond to our interactions We want to catch loyal customers who have fallen off our program or failed to interact with a communication if you didn’t react to an offer, let’s find out why! Send a survey! Try sending a text instead of email! We know the steps we want the customer to take – we want to build each interaction in advance and let automation do the work.
- Have a plan that works for your business. Grocery is a unique animal – your Customer Journey will look very different. But whether your in conventional retail, or B2B ecommerce, your audience expects relevance when and where they want it Get every one onboard For years our email program was a one-man operation that struggled to perform Now it’s part of our core commitment to serve our customers better Raley’s is investing significant capital to growing and sustaining our marketing solutions Try something now – even if it’s small, using whatever internal testing works for you… I’ve lived thru some of the paralysis of waiting until all our marketing pieces are aligned perfectly Only thru creative thinking, commitment and trial-error-succeed was Raley’s able to start building a Customer Journey Thank you!