Presentation deck for the trends disrupting the retail environment for the next 5 years. We talk about the importance of life cycle marketing, marketing automation, mobile optimization, analytics/data, and cross-channel integration

50. • Contrast – carefully consider your
color choices to ensure the text and
images stand out properly against
the background.
• Avoid reversing out small text on a
dark background.
• Text Size – 13px for body copy. No
pinching = 15-16px (depending on
font) and preview it on your mobile
device.

51. • Imagery – Images help tell your
brand’s story, so consider taking
the time to choose artful shots that
complement your message.
• Layout – One-column layout works
best for mobile. If you have a multi-
column layout, plan how elements
shift or stack.

54. Great defensive design
techniques like HTML
text and alt text.

59. Mothercare uses styled alt text and background colors for
most of the effect, but also uses mosaic color blocking to
recreate the stroller image.

61. Consumers are suspicious of
first-name personalization in
subject lines. Open rates are
lower when it’s used as are
click rates.

64. Lenovo, welcome email
Kyle, thank you for signing up. Enjoy your
exclusive Lenovo offer.
Michael’s, progressive profiling email —
Kyle, isn't it time we got to know each other?
Olive Garden, birthday email —
Kyle, go celebrate your birthday with a free
app or dessert!
ThinkGeek, 5/17/13 — Kyle, I am your father

65. Helzberg created 60,000 unique animated gifs
to target each of their subscribers by name
with charms. The subject line was not
personalized.

66. Outperformed a similar email
by nearly 300% in items of
revenue generated.

117. Meet Stacie
• 29 years old
• Married
• Elementary School Teacher
• Runs 4-5 times a week; likes to race against friends
• Long-time Nike customer and Facebook Fan but not
a current subscriber
• Local Store: Niketown New York, E 57th St

118. Purchase & Initiate
Stacie bought the NIKE AIR MAX+
2013 because her previous pair of Air
Max shoes wore out.
She types in the URL for the the
landing page and is directed to the
Make it Count landing Page
Type this into your web browser:
Learn How You Can Make It Count
www.makeitcount.com/nike
When her shipment arrives she
notices that the packing materials
contain a post card publicizing the
Nike Make It Count Desktop
Experience

119. Capture
Stacie follows Nike , joins the #MakeItCount initiative
on Twitter, and selects the option to become a Nike
member on Nike.com, opting into promotional
messages.

120. Cross Sell
Since Stacie joined the Make It Count initiative, so we
drop her into the Nike+/Fuelband area of the site.
Stacie uses guided selling tools to look for other running gear
for running in NYC with her friends, and it recommends the
Nike Fuel Band and other related gear
Running gear
She browses the items…
Even adding the Nike Fuel Band to her cart…
But decides not to purchase.

121. Prompt
The iGoDigital Customer
Intelligence Engine
notices she has not purchased
the Fuel Band
…and triggers an abandoned cart message for the
Nike Fuel Band based on Stacie’s web behavior, with
a promo code to incent purchase.
Promo Code Below:

122. Success
Stacie stops by her local Niketown and
buys the Nike Fuel Band with her promo
code. She requests an eReceipt.
The eReceipt contains a bounce back
offer with upsell opportunities
eReceipt
$149.00
Have you seen these?

123. 7 days after her FuelBand purchase, Stacie receives an
automated rating/review email.
Engage
Review your
Recent
FuelBand
purchase.
Triggered Send
+7 days
Log your runs on Nike+
She is also invited to join Nike+
Triggered
Send+14
days
She adds her mobile number to her profile so she can receive
mobile alerts about local Nike running events
.
Stacie Johnson’s Profile
1-503-509-6995

124. A Relationship
Group Runs 3/5,3/7, & 3/9
Or an email about an upcoming event
Stacie can request information and
receive an SMS alert about an upcoming
local event…

125. Inspired Marketing
Type this into your web
browser:
Learn How You Can Make It
Count
www.youtube.com/nike