Making Omni Channel areality.Featuring SpecialtyFashion Case StudyRoger Luxton, Industry Marketing DirectorSDLFebruary 201...
Omni Channel and Customer Experience         Consumers use all channels simultaneously, so        successful marketers mus...
Topics• Introducing Specialty Fashion Group• Why    – Customer Experience Perspective    – Marketing Team Perspective• Bui...
Introducing Specialty FashionGroup• 7.3million customers• 894 stores• 8 online stores• 9 websites• 4 Facebook pages• 52m p...
Introducing Specialty FashionGroup• 7.3million customers• 894 stores• 8 online stores• 9 websites• 4 Facebook pages• 52m p...
Introducing Specialty FashionGroup• SFG previously found it  difficult to execute  personalized, targeted  communications....
Topics• Introducing Specialty Fashion Group• Why    – Customer Experience Perspective    – Marketing Team Perspective• Bui...
Why – Customer Experience Perspective       “More than 55%                “Over 66% have       visited a store to         ...
Why – Customer Experience Perspective                                        “You don’t talk    “Why don’t you            ...
Why – Marketing Team Perspective “Don’t have              “Takes         “Don’t have purchase &             ages to get   ...
Topics • Introducing Specialty Fashion Group • Why     – Customer Experience Perspective     – Marketing Team Perspective ...
Building Blocks – Omni Channel Data in one place                         Customer                         Database
Building Blocks – Omni Channel Data in one place13
Building Blocks – Omni Channel Data in one place                               Customer                               Data...
Building Blocks - Intelligent Customer Focused Analysis                          Customer                          Databas...
Building Blocks - Intelligent Customer Focused Analysis Customer Journey Focused                                          ...
Building Blocks - Intelligent Customer Focused Analysis  Key Questions to Ask           Are we             Do we have a   ...
Building Blocks - Intelligent Customer Focused Analysis In-house or External        Build our own                 Use Exte...
Building Blocks - Intelligent Customer Focused AnalysisIdeas to skill you up
Building Blocks - Intelligent Customer Focused Analysis  “Our SDL platform   increases analyst   efficiency over 3x       ...
Building Blocks – Fast Marketing Execution                          Customer                          Database            ...
Building Blocks - Fast Marketing Execution Right Channel, Right Product, Right Message, Right Time22
Building Blocks - Fast Marketing Execution Intelligent ad-hoc campaigns An Autograph eDM from week x Personalised ad-hoc c...
Building Blocks - Fast Marketing Execution Automating Journeys24
Building Blocks - Fast Marketing Execution             “The SDL solution drastically reduced              production times...
Topics • Introducing Specialty Fashion Group • Why     – Customer Experience Perspective     – Marketing Team Perspective ...
Specialty Fashion Group - Results     “single customer view of        member behaviour      across brands, and to        d...
Specialty Fashion Group - Results • Since implementing the SDL   solution, the most recent 200   eDM campaigns delivered a...
Topics • Introducing Specialty Fashion Group • Why     – Customer Experience Perspective     – Marketing Team Perspective ...
Final Thoughts            Consumers want to purchase anywhere they            want and want a seamless experience...the   ...
Final Thoughts31
Contact Details • Email      rluxton@sdl.com • Twitter    RogerLuxton • LinkedIn   Roger Luxton • Phone      07753 902878 ...
Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,service marks, images and ...
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How SDL make omni channel marketing a reality and deliver a better customer experience

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Presentation given at the Technology for Marketing and Advertising show in London on 27th February 2013. The presentation discusses Omni-Channel and Customer Experience for Marketers. It references Specialty Fashion Group and how they have delivered award winning marketing for their customers using the SDL Campaign Management and Analytics platform.

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  • Source SDL Shopper Survey
  • Source – typical comments of customers
  • How SDL make omni channel marketing a reality and deliver a better customer experience

    1. 1. Making Omni Channel areality.Featuring SpecialtyFashion Case StudyRoger Luxton, Industry Marketing DirectorSDLFebruary 2013 SDL Proprietary and Confidential
    2. 2. Omni Channel and Customer Experience Consumers use all channels simultaneously, so successful marketers must ensure their customers experience the brand across all channels. “A member who shops both online and in-store is worth 2.6 times more than in-store-only members.”
    3. 3. Topics• Introducing Specialty Fashion Group• Why – Customer Experience Perspective – Marketing Team Perspective• Building Blocks – Omni Channel data in one place – Intelligent Customer Focused Analysis – Fast Marketing Execution• Specialty Fashion Group Results• Final Thoughts3
    4. 4. Introducing Specialty FashionGroup• 7.3million customers• 894 stores• 8 online stores• 9 websites• 4 Facebook pages• 52m personalised emails, blogs and competitions• 2m SMS messages• 42,921 customer service calls• all to sell one garment every second.4
    5. 5. Introducing Specialty FashionGroup• 7.3million customers• 894 stores• 8 online stores• 9 websites• 4 Facebook pages• 52m personalised emails, blogs and competitions• 2m SMS messages• 42,921 customer service calls• all to sell one garment every second.5
    6. 6. Introducing Specialty FashionGroup• SFG previously found it difficult to execute personalized, targeted communications.• “spray and pray” communications to the entire database population was the norm• Transformed themselves and won Retail Touchpoints Award in the Cross-Channel Analytics Category.6
    7. 7. Topics• Introducing Specialty Fashion Group• Why – Customer Experience Perspective – Marketing Team Perspective• Building Blocks – Omni Channel data in one place – Intelligent Customer Focused Analysis – Fast Marketing Execution• Specialty Fashion Group Results• Final Thoughts7
    8. 8. Why – Customer Experience Perspective “More than 55% “Over 66% have visited a store to compared store and review products prior online prices while in to online purchase” the high street”8 SDL Shopper Survey - 2012
    9. 9. Why – Customer Experience Perspective “You don’t talk “Why don’t you to me as listen to what I “You don’t much as your say and do” competitors” seem to be joined up”9
    10. 10. Why – Marketing Team Perspective “Don’t have “Takes “Don’t have purchase & ages to get skills to askchannel data counts” rightin one place” questions” “Why can’t we “I want to get automate “Too slow to response stuff” send out data back” campaigns”10
    11. 11. Topics • Introducing Specialty Fashion Group • Why – Customer Experience Perspective – Marketing Team Perspective • Building Blocks – Omni Channel data in one place – Intelligent Customer Focused Analysis – Fast Marketing Execution • Specialty Fashion Group Results • Final Thoughts11
    12. 12. Building Blocks – Omni Channel Data in one place Customer Database
    13. 13. Building Blocks – Omni Channel Data in one place13
    14. 14. Building Blocks – Omni Channel Data in one place Customer Database “We draw upon behaviour from stores, eCommerce, mCommerce, dm and social media across the brands. In digital, every hover and/or click can be associated with a member so we can leverage intent to increase sales.”14
    15. 15. Building Blocks - Intelligent Customer Focused Analysis Customer Database Customer Intelligence15
    16. 16. Building Blocks - Intelligent Customer Focused Analysis Customer Journey Focused “Focus on Acquisition, engagement, anti- churn and re- activation” Decrease Spend One Lapsed Best Prospect Purchase Customer Customer Increase Spend16
    17. 17. Building Blocks - Intelligent Customer Focused Analysis Key Questions to Ask Are we Do we have a acquiring the single purchase right people? issue? What influences changes? How important are your best customers? Whatcustomers buy certain products together? Who is at risk? How many of Which channels these are worth How frequently are working? reactivating? 17 are they buying?
    18. 18. Building Blocks - Intelligent Customer Focused Analysis In-house or External Build our own Use External team Expertise Use best practice guides and vertical packages18
    19. 19. Building Blocks - Intelligent Customer Focused AnalysisIdeas to skill you up
    20. 20. Building Blocks - Intelligent Customer Focused Analysis “Our SDL platform increases analyst efficiency over 3x faster” “We deliver accurate and timely business updates for weekly exec meetings. “
    21. 21. Building Blocks – Fast Marketing Execution Customer Database Customer Intelligence Campaign21 Management
    22. 22. Building Blocks - Fast Marketing Execution Right Channel, Right Product, Right Message, Right Time22
    23. 23. Building Blocks - Fast Marketing Execution Intelligent ad-hoc campaigns An Autograph eDM from week x Personalised ad-hoc campaign driven by: – Inventory – Personalisation – Discount – Open and Click – Store location – Behaviour - clicks and/or hovers – Propensity to shop online – Results vs control • 60% uplift in conversion • 14% uplift in customer margin • 80% uplift in campaign margin23
    24. 24. Building Blocks - Fast Marketing Execution Automating Journeys24
    25. 25. Building Blocks - Fast Marketing Execution “The SDL solution drastically reduced production times for eDM (electronic Direct Marketing) from 24 hours to less than 2 hours”25
    26. 26. Topics • Introducing Specialty Fashion Group • Why – Customer Experience Perspective – Marketing Team Perspective • Building Blocks – Omni Channel data in one place – Intelligent Customer Focused Analysis – Fast Marketing Execution • Specialty Fashion Group Results • Final Thoughts26
    27. 27. Specialty Fashion Group - Results “single customer view of member behaviour across brands, and to drive cross-channel engagement. “ “Our SDL platform increases analyst efficiency over 3x faster” “drastically reduced production times for eDM from 24 hours to less than 2 hours.”27
    28. 28. Specialty Fashion Group - Results • Since implementing the SDL solution, the most recent 200 eDM campaigns delivered an ROI of 2,200%, as well as realizing the following: – eDM open rate uplift of 12% on industry benchmarks – eDM click through rate uplift of 44% against industry benchmarks – Increase in email member contribution to sales from 32.4% to 45.7%28
    29. 29. Topics • Introducing Specialty Fashion Group • Why – Customer Experience Perspective – Marketing Team Perspective • Building Blocks – Omni Channel data in one place – Intelligent Customer Focused Analysis – Fast Marketing Execution • Specialty Fashion Group Results • Final Thoughts29
    30. 30. Final Thoughts Consumers want to purchase anywhere they want and want a seamless experience...the omni-channel shopper has a three- to four- times higher propensity to spend.“ Source: Saks CEO Steve Sadove, September 201230
    31. 31. Final Thoughts31
    32. 32. Contact Details • Email rluxton@sdl.com • Twitter RogerLuxton • LinkedIn Roger Luxton • Phone 07753 902878 • Website www.sdl.com http://www.sdl.com/solutions/industry/retail/cma.html - Best Practice Papers - Speciality Fashion Case Study - Awards and the CFO talking about what they do32
    33. 33. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,service marks, images and logos are the property of their respective owners.This presentation and its content are SDL confidential unless otherwise specified, and may not becopied, used or distributed except as authorised by SDL.

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