0
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Driving
Relevanc
y (and Incremental
Sales)
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
o Founded in 1990
o A beauty superstore
o Th...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
609 stores across the US
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
Over 20,000 beauty products…
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
…and a Salon in every store
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
Over 11 million
active members
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
Members love our
catalogs, coupons,
and rewa...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
9
We communicate
with members
across many
chan...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10
Our primary challenge?
Making our
communica...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
Obtain
Customer Data
Develop
Relevant
Conte...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
Enter Adobe Campaign
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Better insights via a single view of the custo...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
CRM Solution
Adobe
Campaig
n
Data
Sources
A...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data Sources
15
7 Systems and 38 Data
Feeds
Ma...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Campaign
16
o Daily Data Feeds & Data Cl...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
Data Mining, Modeling, and Scoring (via
SAS...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
So, how does
use it?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
Personalize Content
1 email
21 ad tiles
1,0...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Email
20
Direct Mail
Reach via Multiple Channe...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Deliver a Multi-Touch Series
21
+ 14 days
+ 7 ...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
Recognize Special Events
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
Accelerate Brand Sales
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Increase Purchase Frequenc
24
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
Drive Product Trial
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Test & Learn
26
Original Send Date: Thursday, ...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
Thank you.
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How ULTA Stays Relevant to Customers Across All Marketing Channels

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ULTA is no different than most retailers juggling rewards programs, catalogs, coupons, etc... Communications are critical, and every customer is different. Eric Messerschmidt, ULTA's VP of Loyalty and CRM shares how they stay relevant and drive incremental sales by looking at a single view of the customer across channels, and using Adobe Campaign to manage their campaigns.

Learn more about Adobe Campaign here: http://www.adobe.com/solutions/campaign-management.html

This presentation was give at Adobe Digital Marketing Symposium in San Francisco on September 11, 2013.

Published in: Business, Technology
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  1. 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
  2. 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 Driving Relevanc y (and Incremental Sales)
  3. 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 o Founded in 1990 o A beauty superstore o The largest US beauty retailer that provides one-stop shopping for prestige, mass and salon products and salon services
  4. 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 609 stores across the US
  5. 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 Over 20,000 beauty products…
  6. 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 …and a Salon in every store
  7. 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 Over 11 million active members
  8. 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 Members love our catalogs, coupons, and rewards
  9. 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 We communicate with members across many channels Guest Services Mobile Direct Mail Online Email Point of Sale
  10. 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 Our primary challenge? Making our communication RELEVANT to her.
  11. 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 Obtain Customer Data Develop Relevant Content Send it via the Right Channels The Concept Seems Easy Learn From the Data … but it’s NOT Easy
  12. 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 Enter Adobe Campaign
  13. 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Better insights via a single view of the customer + Self-service, cross-channel marketing tool + Fast, intuitive campaign setup & measurement + One-to-one personalization Benefits 13 = Relevant Communications
  14. 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 CRM Solution Adobe Campaig n Data Sources Analytics Datamart
  15. 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Sources 15 7 Systems and 38 Data Feeds Marketing Planner Loyalty POS Email Salon Pricing eComm Adobe Campaign
  16. 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Campaign 16 o Daily Data Feeds & Data Cleansing o Harmonization Rules (Single View of Customer) o Segmentation & List Selection Tool o Integrated with Delivery Channels o “Next Day” Campaign Measurement o Multi-Level Reporting
  17. 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 Data Mining, Modeling, and Scoring (via SAS) Adobe Campaign Database ULTA Analytics Datamart Daily updates Model Scoring
  18. 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 So, how does use it?
  19. 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 Personalize Content 1 email 21 ad tiles 1,050 unique versions 3 7 1 1 3 6
  20. 20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Email 20 Direct Mail Reach via Multiple Channels
  21. 21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Deliver a Multi-Touch Series 21 + 14 days + 7 days
  22. 22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 Recognize Special Events
  23. 23. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 Accelerate Brand Sales
  24. 24. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Increase Purchase Frequenc 24
  25. 25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 Drive Product Trial
  26. 26. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Test & Learn 26 Original Send Date: Thursday, April 18 Offer Valid thru: Thursday, May 9 Subject line: Exclusive Ojon Offer Just for You! E-MAIL STATS Open Rate Click Rate TOTAL ULTA Incr. Lift Transactions Average Ticket Total Sales Margin Target Audience: OJON Incr. Lift Transactions Average Ticket Total Sales Margin Easy to set up control and test groups!
  27. 27. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27 Thank you.
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