Context. Content. Crowds: The Power Triangle of Modern Real-Time Marketing
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The document discusses the importance of context, content, and crowds (the power triangle) for modern real-time marketing. It provides examples of how The Entertainer retailer uses customer data and context to personalize marketing messages. SmartFocus' tools have helped The Entertainer increase email revenues, conversion rates, and returning customers through personalized, real-time messaging based on customers' purchase history, interactions, locations and other contextual data.
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Context. Content. Crowds: The Power Triangle of Modern Real-Time Marketing
- 1. Context. Content. Crowds: The Power Triangle of Modern Real-Time Marketing PHIL GEARY, Dir., Marketing and ECommerce, The Entertainer SARAH TAYLOR, CMO, SmartFocus ROB WOOD, Head of Online, The Entertainer
- 3. Retail’sBIGSHOW2017|#nrf17 CONTEXT. CONTENT. CROWDS. THE POWER TRIANGLE OF MODERN REAL-TIME MARKETING NRF is not responsible for Exhibitor content. This insight was developed and produced by the sponsor
- 4. Speakers Sarah Taylor Chief Marketing Officer SmartFocus Phil Geary Marketing & E-commerce Director The Entertainer Robert Wood Head Of Online The Entertainer
- 5. WHAT WILL THE WORLD LOOK LIKE TODAY?
- 6. THE CUSTOMER HAT TRICK WHICH DO YOU STRUGGLE WITH? CONTENT CONTEXT CROWDS Instantbrand engagementthrough contentthatisamplified by the customer themselves Understandingthe whyand when of customerbehavior Findingreach through thenoise. Generate demandby building awarenessand brand interest
- 8. HOW MANY CUSTOMERS THOUGHT THAT RETAILERS REALLY HAD UNDERSTOOD THEM?
- 10. YOU CAN’T KNOW BUT YOU CAN LEARN CONTEXT
- 12. 1 Demographic Who are they? Where do they live? How old? How much money do they earn? Do they have a family? Use: 1st party profile data. Census data. 2 Purchase History Have they purchased from you? How many times? AOV? Use: instore POS feeds, eCommerce feeds, product feed 3 Brand Interactions Have they opened your emails recently? Visited the site? How many times? What have they searched? What have they read? Use: transactional data, web analytics, attribution 4Use: GPS, location on open, wifi, beacons, sensors Location & Currency Where are they right now? How does this differ to registered location? How close to store? Traveling? MACRO CONTENT MICRO CONTENT 5Use: cross-channel device recognition data & customer stitching Content & Channel What channel are they interacting with right now? After how many other channels? What is the typical device being used?
- 13. CONTENT 50% OF CONSUMERS SAY THEY TRUST CUSTOMER CREATED MEDIA MORE THAN BRAND CREATED MEDIA
- 15. OUR STORY
- 16. OUR STORY
- 17. OUR STORES 0 20 40 60 80 100 120 140 160 1981 1988 1994 2000 2006 2012 2013 2014 2015 2016 138 stores across the UK
- 18. OUR PROPOSITION New launches/ firstto market Education andadvice Competitive pricing Store locations in shopping malls, city centres & local towns Events, demonstrations and competitions In-store environment Widest range of brandsand exclusive items
- 19. IN-STORETHEATRE
- 20. OUR CUSTOMER
- 21. ONLINE Online sales up 50% YOY Click and Collect is 40% of online
- 22. HIGH STREET RETAIL: THE CHALLENGES 1. Footfall decline 2. Discounters 3. Grocers 4. Brexit 5. Fast moving customer expectations
- 23. MY LITTLE PONY FANS
- 25. GUESS WHO?
- 26. THE SMARTFOCUS CHALLENGE 1. Understand what our customers want and when they want it 2. Send them the right messages at the right time
- 30. SMART CONTENT User Generated Content
- 31. Within one year of using The Message Cloud, The Entertainer have: THE RESULTS 4x email revenue 3x open rates Increasedconversionrates 44% increasein click-throughrates 120% increasein mobilesales 60% increasein returningshoppers Significantly increasedAOV Using The Message Cloud, The Entertainer is now able to self-serve and modify their personalization algorithms in accordance with their business needs
- 33. COME AND MEET US AND THE ENTERTAINER AT: STAND #515 Retail’sBIGSHOW2017|#nrf17
- 34. Thank you © 2016 SmartFocus. All rights reserved. SF00400