2. #CCSeries13
About
CCS
2013
ü 9 Webinars, 4 Days
ü Sessions covering Mobile,
Social, Store Ops,
X-Channel, and more
ü Featuring industry
analysts and consultants
ü Free for Retail executives
www.retailtouchpoints.com/connected-consumer-2013
4. #CCSeries13
About
Retail
TouchPoints
ü Launched in 2007
ü More than 25,000 subscribers
ü Provide executives with relevant,
insightful content
ü Free Resources such as White Papers,
E-book, Webinars, Research and
Podcasts
www.RetailTouchPoints.com
19. 19 5/20/13 Teradata Confidential
Increased Strategies Around Customer Facing
Mobility and Social Marketing
• Accounts for up to 9% of Retail Sales
• By 2014 Almost Every Mobile Phone will be a Smart Phone
• Influences about 50% of Store Sales
Retail Trends
19
20. 20 5/20/13 Teradata Confidential
Increased Strategies Around Customer Facing Mobility
and Social Marketing
• Accounts for up to 9% of Retail Sales
• By 2014 Almost Every Mobile Phone will be a Smart Phone
• Influences about 50% of Store Sales
Consumers Control Their Experience
• Flexibility, Transparency, Relevancy and Convenience
Retail Trends
20
email
Direct Mail
In-Store
Mobile
SMS Offers
Web
Social
21. 21 5/20/13 Teradata Confidential
Increased Strategies Around Customer Facing Mobility
and Social Marketing
• Accounts for up to 9% of Retail Sales
• By 2014 Almost Every Mobile Phone will be a Smart Phone
• Influences about 50% of Store Sales
Consumers Control Their Experience
• Flexibility, Transparency, Relevancy and Convenience
Retail Trends
21
Impacts of Showrooming
• According to recent research 1/3 of customers purchase
from a competitor after researching prices online at the
store
22. 22 5/20/13 Teradata Confidential
Increased Strategies Around Customer Facing Mobility
and Social Marketing
• Accounts for up to 9% of Retail Sales
• By 2014 almost every mobile phone will be a smart phone
• Influences about 50% of Store Sales
Consumers Control Their Experience
• Flexibility, Transparency, Relevancy and Convenience
Retail Trends
22
Impacts of Showrooming
• According to recent research 1/3 of customers purchase
from a competitor after researching prices online at the
store
Showrooming Impacts all Retail Segments
23. 23 5/20/13 Teradata Confidential
Strategies that Retailers a putting in place to counter the act
of showrooming
Is Showrooming a Threat to Retailers
• Price Matching
• Not Sustainable
• Specially Featured White
Labeled Products
• Product Centric vs.
Customer Centric
• Products only unique for
a small amount of time
24. 24 5/20/13 Teradata Confidential
So if not price matching then what…
Retailers need to develop a multi-
prong approach that focuses on
customer centricity
• Use price matching sparingly
25. 25 5/20/13 Teradata Confidential
So if not price matching then what…
Retailers need to develop a multi-
prong approach that focuses on
customer centricity
• Empower their Associates
with Data and Offers to be
Used for each Unique
Customer
• Use price matching sparingly
26. 26 5/20/13 Teradata Confidential
So if Not Price Matching Then What…
Retailers Need to Develop a Multi-
prong Approach that Focuses on
Customer Centricity
• Empower their Associates with
Data and Offers to be Used for
each Unique Customer
• Extended Warranties
• Use Price Matching Sparingly
27. 27 5/20/13 Teradata Confidential
So if not price matching then what…
Retailers need to develop a multi-
prong approach that focuses on
customer centricity
• Empower their Associates with
Data and Offers to be Used for
each Unique Customer
• Extended Warranties
• Loyalty/Reward Points
• Use price matching sparingly
28. 28 5/20/13 Teradata Confidential
So if not price matching then what…
Retailers need to develop a multi-
prong approach that focuses on
customer centricity
• Empower their Associates with
Data and Offers to be Used for
each Unique Customer
• Extended Warranties
• Loyalty/Reward Points
• Enhanced Convenience/
Service
• Use price matching sparingly
29. 29 5/20/13 Teradata Confidential
More Efficient & Effective Marketing
• Creates Relationships
• Drives loyalty & satisfaction
• Saves on agency costs
• Lets the marketer focus on creative,
messaging, offers
• Increases average purchase price
• Store/product/brand recommendations
Better Customer Experience
• Channel preference/convenience
• Ability to easily find Product/brand
information
• Relevant & timely promotional
incentives
• Highly personalized communications
delivered more frequently
Product Info Incentives
Category/
Brand Interest
Customer Centricity
Engagement
Channels
30. 30 5/20/13 Teradata Confidential
Marketers Face Big Challenges:
• Leveraging Data Across the Organization
• 37.5% of retail marketers agree that silos within Marketing
prevent them from having a holistic view of a campaign
across channels
• Integrating the Digital and Physical Worlds
• Only 25% of retailers create a single view of all customer
actions (purchases, call center interactions, web history,
etc.)
• Optimizing the Customer Experience
• Only 22.5% of retailers routinely use Data Driven
Marketing strategies to customize marketing messages and
offers to improve customer experience
• Analyzing marketing Initiative Effectiveness Across
Channels
• 58% of retailers claim the top obstacle preventing retail
marketing organizations from applying data to make more
informed decisions is their existing technology is
inadequate, outdated
Retail Marketers are Faced with Challenges in Delivering
a Customer Centric Experience
31. 31 5/20/13 Teradata Confidential
Customers
Customer
Interaction
Management
Marketing
Analytics
Marketing
Operations
Marketing
Operations
Customer
Engagement
Real-time
Interactions
Key Questions from Retail Marketers
What
customers
match
certain social
behavior?
What message
should I send
next?
Where is the
customer
engaging with
me?
What has the
customer
purchased?
How do I
attribute value
to the
channels?
What have
I learned
about my
customers?
How should I
respond to the
customer?
Where should I
spend my
marketing
dollars?
32. 32 5/20/13 Teradata Confidential
Data Driven Marketing Drives Customer Centricity
• Analyze Customer Interactions
• Discover Customer Behaviors
• Visualize Social Relationships
• Deliver Relevant, Targeted Messages
• Track Customer Response
• Ensure Governance and Compliance
• Connect Data Across the Enterprise
• Understand Customer Behavior
• Deliver Self-Service Analytics in Minutes
• Optimize Spend Across Channels
• Enable the Next Best Action
• Streamline Campaign Execution
33. 33 5/20/13 Teradata Confidential
Key Marketing Business Challenges
• Need to drive consistent messages across multiple channels
• Want to adjust marketing spend based on performance
• Need to gain insight to understand the right message to
communicate
Engage the Customer
with Relevant
Messages
• Desire to evaluate past behaviors to understand how to best engage
the customer
• Need to empower marketers to engage customers with relevant data
• Want to make social connections and understand the relationships
Gain Meaningful
Customer Insights
Develop a Full
Perspective of the
Customer
• Desire to leverage all enterprise data to drive decisions
• Need to make decisions based on data; not gut feel
• Want to have a complete view of the customer, regardless of
channel used
Integrate & Understand
Analyze & Discover
Act & Optimize
34. 34 5/20/13 Teradata Confidential
Integrate & Understand Customer Success
• To grow, DSW knew it
needed to increase it
rewards program
members, who tend to
purchase more
• Needed information
from all channels to
build right incentive to
drive behavior
• Data infrastructure
was unable to connect
customer experience
from both in store and
online
• Teradata Integrated
Data Warehouse
allows capture of
customer input from
all channels
• Robust system can
quickly scale to
support the 18 million
DSW Rewards
program members
• Front-line employees
are now using data to
differentiate DSW
from the competition
DSW has:
• Increased loyalty
program customers
• Increased average
market basket size
• Delivered more
targeted marketing,
driving customers to
appropriate channel
• Climbed to the
number 2 spot in
market share
DSW is a leading US shoe retailer, with goal of being America’s
favorite place for shoes. Connecting with customers is how DSW
propelled itself into the number 2 position in market share.
Challenge Solution Results
35. 35 5/20/13 Teradata Confidential
Analyze & Discover Customer Success
• Preserve a loyal base
while building the eBook
business
• Create a multi-channel
behavioral view to drive
segmentation & targeting
strategies as well as
marketing spend
• Incorporate data from
digital devices like the
Nook, website, contact
center, in-store kiosks &
in-store point of sales.
• Behavioral Analysis of
Paths to Purchase:
Teradata Aster
MapReduce Platform joins
customer data and
analyzes multi-channel
paths to purchase
• Organic & Planned
Touch Marketing
Attribution: Goes
beyond single-touch
insight to provide
guidance to marketers
“The multi-channel, multi-
touch marketing
optimization insights that
the Teradata Aster platform
provides have been critical
to transforming our
company.”
- Mark Parrish VP of
Retention and Loyalty.
• Reduce churn: analytics
from 5-6 hours previously
to now 20 minutes
• Increase conversions from
recommendations
Barnes and Noble was a leading retailer of physical books, video,
music and more. Over the past few years, Barnes and Noble has
shifted from a physical seller of books to a digital technology
company with eReaders with the Teradata Aster MapReduce
Platform
Challenge Solution Results
36. 36 5/20/13 Teradata Confidential
Act & Optimize Customer Success
• Needed a solution to
assist in the kick-off of
their Customer Centric
Marketing program
• Wanted to re-launch the
Buzz Club Rewards
customer loyalty
program in all of Big
Lots’ stores
• Required an integrated
marketing solution to
carry these out
Challenge Solution Results
Due to instrumental new and revised marketing initiatives,
Big Lots was in need of a technology refresh to help them
succeed in bringing these programs and plans to fruition
while ensuring their effectiveness.
• Using Teradata
Campaign Management
Big Lots segmented
customers better to
allow for better
messages and offers
• Using Email Marketing,
Big Lots created more
personalized e-
dialogues for more
effective
communications
• Using Campaign
Management, Big Lots
collected, maintained,
evaluated and analyzed
buying patterns of
customers
• Reduced costs by
phasing out preprint
distribution
• Realized revenue lift
from existing customers
• Increased average
market basket size
• Performed RFM analysis
to determine how
recently a customer has
purchased, how often
they purchase and how
much the customer
spends
• Retained members of
the Buzz Club Rewards
program
37. 37 5/20/13 Teradata Confidential
Technology-Enabled Customer Centricity
Workflow
& Rules
Plan &
Spend
Assets &
Offers
Source Data
Product/
SKU
Inventory
Sales/
POS/
Franchise
Supplier
Promotional/
Loyalty Data
Strategic Insight and
Marketing Processes
Seamless Customer
Engagement / Experience
Call
Center
ATM/
Kiosk
Email
Mobile
Channels Customers
Sales
Customers
Partners
Social
Media
Web
Digital
Marketing
Acquisition/
Loyalty
CampaignCustomer
360 Data
Warehouse
Mining
Modeling
Reporting
Trending
Profiling
Segmenting
Big
Data
Customer-centric
Data Management
Assets
Multi-Channel Real Time
Marketing Management
Marketing Operations
Marketing Analytics
38. 38 5/20/13 Teradata Confidential
Real-Time Decisions
Experiment & Iterate
• Social Graph
• Multivariate testing
• Segmentation
Behaviors
• Path to Purchase
• Attribution
• Sentiment Analysis
Results
• Spend
• Wins
• ROI
All Your Analysis
Digital Execution
• E-mail
• SMS/RSS
• Blogs
• Social Marketing
• Personalization
• Landing Pages
• Multi-channel Campaigns
Marketing Management
• Planning
• Dashboards
• Workflow
All Your InteractionsCloud
• Web
• Mobile
• Social
• eCommerce
• Search
• Mobile
• Ad Placements
• Tags
• Visitor Clickstream
Applications
• POS
• Care
• OSS/BSS
Digital Data Management
• Weblog Analysis & ETL
• Web Intelligence Data Model
• Workload
All Your Data
38
Tools to Optimize Performance
39. 39 5/20/13 Teradata Confidential
• Integrate and Understand your Customers
> Pull data across your organization (offline, online, inventory/
warehouse, social, call center) into a single platform to create a
comprehensive view of your customer and your operations
• Analyze and Discover
> Enable big data analytics to understand what is driving customer
behavior like path to purchase, or causes for abandoning the
online basket as well as what and who influences your customer
purchasing behavior
• Act and Optimize
> Leverage the insights and analytics, empower customer touch
points including your in-store personnel with the information and
ability to deliver relevant and specific offers to each consumer
In Summary the Key to Customer Centricity
42. #CCSeries13
Q&A
//
Panelists
Pam Goodfellow
Consumer Insights Director
Prosper Insights & Analytics
Debbie Hauss
Editor-in-Chief
Retail TouchPoints
MODERATOR
Marc Schroeder
VP, Industry Marketing
Teradata
43. #CCSeries13
Leveraging
The
Power
Of
Data
Today, 2 PM ET / 11 AM PT
Thank
You
For
Joining
Us
www.retailtouchpoints.com/connected-consumer-2013
The next Connected Consumer Series session…