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5 ways to boost holiday marketing revenue

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Presentation delivered on September 17 with Retail TouchPoints via BrightTalk.

Presentation delivered on September 17 with Retail TouchPoints via BrightTalk.

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  • 1. 5 Ways to Boost Holiday Marketing Revenue with Big Data Rusty Warner, SVP Marketing September 17, 2013
  • 2. Introductions Rusty Warner Senior Vice President of Marketing SDL Campaign Management & Analytics @rustywarner
  • 3. Remember when marketing during the holiday season was a little less complicated?
  • 4. Technology has changed all of that!
  • 5. Holiday Shopping Preferences In-Store On-Line US UK 51% 49% 40% 54% Source: SDL Report: Preferences on Holiday Shopping Experiences, December, 2012
  • 6. Holiday Shopping Preferences Source: SDL Report: Preferences on Holiday Shopping Experiences, December, 2012 Why Shop In-Store? Why Shop On-Line? US Respondents UK Respondents Evaluate Products 75.1% 44.5% No Shipping Costs 52.3% 39.2% In-Store Discounts 48.6% 39.0% US Respondents UK Respondents Avoid Crowds 59.7% 28.6% Home Convenience 52.5% 30.9% On-Line Discounts 38.2% 36.8%
  • 7. Q Which resources do you use to research gift purchases? Check all that apply. 1. On-Line Search (e.g., Google, Yahoo) 2. In-Store 3. Retailer Website 4. Facebook 5. Pinterest Interactive Moment
  • 8. Holiday Shopping Preferences Source: SDL Report: Preferences on Holiday Shopping Experiences, December, 2012 Most Influential Sources Least Influential Sources US Respondents UK Respondents On-Line Search 49.0% 42.8% In-Store 43.2% 61.8% Retailer Website 39.1% 60.5% US Respondents UK Respondents Facebook 3.9% 8.2% Pinterest 2.3% 2.3% Twitter 0.75 2.6%
  • 9. How can marketers keep pace with individual customer preferences? • Understand customers with analytics • Engage customers with relevant offers • Orchestrate cross-channel communications
  • 10. 5 Deliver Consistent Brand Messaging Across All Channels 4 Acquire and Retain More Customers 3 Create More Effective Marketing Strategies 2 Drive Up-Sells and Cross-Sells Optimizing engagement begins with customer insights… 1 Boost Multi-Channel Conversions
  • 11. • Retail TouchPoints Cross-Channel Analytics Award 2012 • Smart Card Asia Multi-Channel Retailer of the Year 2013 • Australian Retail Awards Multi-Channel Retailer 2013 Specialty Fashion Group 1 Boost Multi-Channel Conversions
  • 12. • eDM open rate uplift of 12% • eDM click-through rate increase of 44% • From 32.4% to 45.7% in email member contribution to sales • Average campaign ROI of more than 1,800% • 2,200% ROI on most recent 200 eDM campaigns Specialty Fashion Group “Data is a critical component of our business, but too much or erroneous data can be detrimental to our customer relationships. Working with SDL, we are able to better understand our customer information and, as a result, deliver promotions and information through the right channel at the right time.” Alison Henriksen, CFO of SFG 1 Boost Multi-Channel Conversions
  • 13. Q How much more life-time value is generated by a customer active in multiple channels versus one channel? 1. 50% 2. 100% 3. 200% 4. 300% 5. 400% Interactive Moment
  • 14. Specialty Fashion Group
  • 15. Dave & Busters 2 Drive Up-Sells and Cross-Sells • 60 retail venues • Interactive entertainment • Food and beverage service
  • 16. 2 Drive Up-Sells and Cross-Sells • $52 million in additional sales compared to only $2 million for non-targeted emails over a one-year period • 13 times greater sales for registered members: $38.50 per customer versus $2.85 • Double email sales contribution since program inception Dave & Busters Solution Implemented by
  • 17. 3 Create More Effective Marketing Strategies • Consolidation of transaction data and customer data by delivery zone • Propensity models to identify best options in different delivery areas, and best days for special offers • Deeper customer understanding for higher revenues from up-sell items such as garlic bread, chicken wings, desserts and beverages International Pizza Franchiser “You better cut the pizza in four pieces because I'm not hungry enough to eat six.” - Yogi Berra
  • 18. • 12% uplift compared to usual store promotions • Total increase in eCommerce sales of 46.3% in 2012 • Mobile sales increase of 187% International Pizza Franchiser 3 Create More Effective Marketing Strategies
  • 19. 4 Acquire and Retain More Customers • Individually tailored emails to existing and prospective customers • Personalization for simple as well as complex multi-channel communications • Overall goal: improve the shopping experience European Electronics Retailer
  • 20. Q What contributes most to a positive shopping experience? Choose your top 3. 1. Product Quality for Price 2. Holiday Sales / Discounts 3. Good Product Selection 4. Sales Associates Available 5. Free Shipping / Easy Returns Interactive Moment
  • 21. Holiday Shopping Preferences Source: SDL Report: Preferences on Holiday Shopping Experiences, December, 2012 Product Quality for Price Holiday Sales / Discounts Good Product Selection Sales Associates Available Free Shipping Easy Returns
  • 22. 5 • On-line and telephone orders for delivery • Early adopter for SoLoMo strategy • Consistent messaging across 6 brands Gift & Floral Retailer Deliver Consistent Brand Messaging Across All Channels
  • 23. Conclusions • Leverage Big Data to boost retail revenues during the holidays and throughout the year
  • 24. 5 Ways to Boost Holiday Marketing Revenue with Big Data Rusty Warner, SVP Marketing September 17, 2013 Thank You!

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