Integrated Digital Strategy - Example

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Using a female persona this proposed strategy demonstrates how each platform can be used to engage and convert a consumer and leverages case studies to quantify recommendations.

Using a female persona this proposed strategy demonstrates how each platform can be used to engage and convert a consumer and leverages case studies to quantify recommendations.

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  • 1. Nordstrom New School RoadmapMelissa’s Journey
  • 2. Nordstrom New School Roadmap: Melissa’s JourneyMelissa sees a mobile Facebook post fromher friend about an awesome pair of bootsavailable at Nordstrom.11 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10
  • 3. Nordstrom New School Roadmap: Melissa’s JourneyWhen she gets home later that evening, sheclicks on the Facebook link her friend posted,which takes her to the boots product page onthe Nordstrom website.She purchases her boots and selects a localstore at which to pick them up, using thesite’s “Pick up in Store” functionality.21 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10
  • 4. Nordstrom New School Roadmap: Melissa’s JourneyThe next day Melissa heads down to herlocal Nordstrom store. She picks up theboots and also buys some pants that shethen leaves to be altered.She also asks to get her receipt via emailand be notified when the alterations arecomplete via SMS.31 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10
  • 5. Strategic RecommendationsExtending the Service-Oriented Approach Through Mobile
  • 6. Nordstrom New School Roadmap: Melissa’s JourneyEnable customers to quickly sign up fornotifications via iPad in fitting rooms—Alteration Notifications—New Arrivals by Brand—Size and Color in-stock alertsDevelop streamlined app that enablesassociates to quickly sign up customersImmediate notifications to customers’mobile deviceIntegrating Mobile to Expand the Service-Oriented Approach1 / 2 / 3a / 4 / 5 / 6 / 7 / 8 / 9 / 10
  • 7. Nordstrom New School Roadmap: Melissa’s JourneyClient Background:— Slow annual list growth in stores— Limited ability to integrate with POS systems— Aggressive list growth goals required a fastsolution that collected quality namesSolution:— Built custom iPad app for store associates tocollect email opt-in of store browsers— Trained operational team on use of app— Triggered real time welcome message tosubscribersResults:— 3x increase in store opt-ins— Low bounce and complaint rates indicate highquality of namesSee’s Candies Case Study: Leveraging Mobile in the Stores1 / 2 / 3b / 4 / 5 / 6 / 7 / 8 / 9 / 10
  • 8. Nordstrom Mobile AlertsIn-store iPad integration and SMS opt in
  • 9. Nordstrom New School Roadmap: Melissa’s JourneyLater that evening, Melissa opens here-receipt which confirms her boot purchaseand highlights local Nordstrom events in herarea, additional products, and stylingsuggestions.The e-receipt also includes a sign up forNordstrom email updates.41 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10
  • 10. Nordstrom New School Roadmap: Melissa’s JourneyShe opts in for Nordstrom emails, whereshe will now progress through a welcomelifecycle based on:—preferences—past purchases—site behavior—response metrics—social data51 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10
  • 11. Strategic RecommendationsMulti-wave Welcome Program
  • 12. Nordstrom New School Roadmap: Melissa’s Journey— Immediately onboard newsubscribers with real-time welcomeprogram— Highlight benefits of email sign upand key focus areas of the web site— Include progressive profiling tocollect additional data for immediatetargeting— Enable easy testing for ongoingoptimization and expansionEngaging New Subscribers with a Multi-Wave Welcome Program1 / 2 / 3 / 4 / 5a / 6 / 7 / 8 / 9 / 10Subject: Welcome to NordstromView this e-mail in web browser | on mobile deviceFREE SHIPPING & RETURNS: Our new standard.*women men juniorsbaby& kidsshoeshandbags &accessoriesbeauty &fragranceat home& giftssaledesignercollectionsStore Locations & Events | Gift Card | Shopping Bag | Wish List
  • 13. Nordstrom New School Roadmap: Melissa’s JourneyMelissa Wave #1: Benefits of web site and emailsubscription— Progressive profile question #1— Style personality— Product Category preferences— Favorite brands— Encourage cross-channel interactionMelissa Wave #2: What‘s New (3 days later)— Highlight current trends/new arrivals— Include personalized product module— Progressive profile question #2Melissa Wave #3: Free Shipping/ Tell Us AboutYourself (3 day later)— Send to non-responders— Aggressive messaging to encourage click— Survey, progressive profile— Secondary module with benefits andwhat’s new ‘reminders’— Progressive profile question #3— Personalized product moduleThree-Wave Welcome Program for Nordstrom1 / 2 / 3 / 4 / 5b / 6 / 7 / 8 / 9 / 10
  • 14. Nordstrom New School Roadmap: Melissa’s JourneyOpportunity— Target users who have indicated their interestin Lenovo but have not made a purchase— Provide information relevant to this segment— Send highly-targeted offers to incentconversionSolution— Used the automation capabilities in Responsysto design, test, and execute the welcomeprogram— Once created, the “Lights out” program needsminimal attention, freeing resources to designother campaignsResult— Welcome program generates 9x higher RPEand accounts for 8% of monthly emailrevenue— ROI breakeven achieved in 6 weeksLenovo Case Study: Driving Revenue with Multi-Wave Welcome Program1 / 2 / 3 / 4 / 5c / 6 / 7 / 8 / 9 / 10
  • 15. Nordstrom New School Roadmap: Melissa’s JourneyOpportunity— Collect profile data for new and unengagedsubscribers— Target upcoming campaigns based on profiledata to increase relevancySolution— Used progressive profiling to understand skincare concerns— Version upcoming skin care launch campaignsusing problem/solution messaging— Included skin care survey question in ongoingcampaignsResult— Targeted campaigns generated 5x higher RPEthan default versionPhilosophy Case Study: Increasing Relevancy Through Progressive Profiling1 / 2 / 3 / 4 / 5d / 6 / 7 / 8 / 9 / 10
  • 16. Live DEMOInteract Welcome Program and Testing Capabilities
  • 17. Nordstrom New School Roadmap: Melissa’s JourneyLater that week, Melissa is checking heremails and browsing online.She sees a Nordstrom web display ad withsmart accessories that could go well with hernew boots and pants. It also reminds her ofFree Shipping offered at Nordstrom.61 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10
  • 18. Nordstrom New School Roadmap: Melissa’s JourneyMelissa gets an SMS message that notifiesher that her pants are ready to be picked up.She makes plans to return to the store overthe weekend to pick up her pants and browsethe latest Fall collections.71 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10
  • 19. Nordstrom New School Roadmap: Melissa’s JourneyMelissa returns to her local Nordstrom thatweekend to pick up her pants and shop.Melissa also receives a Personal Stylist email,which features personalized product and stylerecommendations. With the help of the email,she buys a bit more than she was expecting.81 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10
  • 20. Strategic RecommendationsDriving Engagement with Personalized Content
  • 21. Nordstrom New School Roadmap: Melissa’s Journey— Leverage timely data to determinetargeting— In-market data such as browse and click— Progressive profile data— Develop templates thataccommodate “on-trend” messagingand personalized content— Include standardized personalizationmodule in all campaigns to increaserelevancyIncrease Engagement with Personalized Content1 / 2 / 3 / 4 / 5 / 6 / 7 / 8a / 9 / 10
  • 22. Nordstrom New School Roadmap: Melissa’s JourneyThree areas of focusfor testing:1. Optimal data source— Browse, transactional, profile— Affinity data source (predictive,third-party, merchandiser)2. Optimal placement ofpersonalized content— Above the fold, right rail, footer— What is the hierarchy of personalizedcontent3. What segments are worth targeting— Who responds better withpersonalized content— Do certain segments performregardless of relevancyFinding the Right Targeting Strategy: Testing Recommendations1 / 2 / 3 / 4 / 5 / 6 / 7 / 8b / 9 / 10
  • 23. Nordstrom New School Roadmap: Melissa’s JourneyMelissa continues to receive targetedcampaigns via email, mobile, and display.She also receives an email that highlightsthe additional and exclusive content availableon the Nordstrom Facebook site.1 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 109
  • 24. Nordstrom New School Roadmap: Melissa’s JourneyShe “Likes” Nordstrom on Facebook andbegins to share her new found love for thecustomer service retailer to her friends,helping to start more new school marketingjourneys.101 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10
  • 25. Reaching New CustomersCross-Channel Targeting
  • 26. Nordstrom New School Roadmap: Melissa’s Journey—Track subscribers’ share andlike activity in email— Develop Influencer Index score— Target campaigns andmessaging based on level ofinfluence—Leverage Facebook Connectto tap into the social graphdata of your fans— Personalize email content withshared friends— Target based on product ‘likes’— Track response to social contentsuch as postings and polls1 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10aLeveraging Social Data for Better Targeting
  • 27. Nordstrom New School Roadmap: Melissa’s JourneyOpportunity— Highly engaged subscriber base withhigh propensity to share content— Aggressive list growth through the socialchannel— Facebook sourced names didn’t performas well as other segmentsSolution— Version content based on acquisitionsource— Promote the viral components of theemail ahead of the shopping links— Encourage subscribers to share thecontent— Measure success through shares andthe ‘social tail’ of the email campaignPhilosophy Case Study: Targeting the Social Influencer1 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10b
  • 28. Nordstrom New School Roadmap: Melissa’s JourneyOpportunity— Large portion of users wereregistering on web site thoughFacebook Connect— Opportunity to leverage the socialgraph data to personalize contentand drive engagementSolution— Integrated social graph data intoResponsys for targeting— Included personalized pictures ofsubscribers’ network in emailChegg Case Study: Personalizing Content Through Social1 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10c
  • 29. Live DemoReporting