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Shopper Marketing Insights for Retailers

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How to thrive in the age of the customer!

Age of the customer — a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers

Published in: Retail
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Shopper Marketing Insights for Retailers

  1. 1. Intelligent Customer Engagement™ Suite Right Channel, Right Message. Right Now Shopper Marke+ng Insights for Retailers September 11, 2014 @CapillaryTech
  2. 2. Shopper Marke+ng Insights for Retailers Rusty Warner Principal Analyst Forrester Research Richard White Advisor to Capillary Technologies Janet Jaiswal VP of Marke=ng Capillary Technologies Private and Confiden=al 2 @CapillaryTech
  3. 3. • Introduc=ons • The Age of the Customer • Big Data • Case Studies • Key Takeaways • Q & A Agenda Private and Confiden=al 3 @CapillaryTech
  4. 4. The age of the customer Obsession and context © 2014 Forrester Research, Inc. Reproduction Prohibited 4
  5. 5. We have entered the age of the customer › Age of the customer — a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 5
  6. 6. Customer obsession: A customer-obsessed enterprise focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers. © 2014 Forrester Research, Inc. Reproduction Prohibited 6
  7. 7. Marketing has a new remit: context.
  8. 8. How context changes marketing BEFORE CONTEXT: AFTER CONTEXT: • Campaigns • Targeting • Customer segmentation • Media schedules • Messages • Transactions • GRPs and CPMs • Interactions • Engaging • Customer recognition • Customer moments • Utility • Value exchanges • Minutes of engagement Source: April 14, 2014, “The Power Of Customer Context” Forrester report 8
  9. 9. The customer life cycle is contextual… ENGAGE Customers connect with brands for nonservice reasons across ASK DISCOVER Customers are exposed to the initial trigger that will lead them to a new need or repeat purchase of an existing need. EXPLORE USE BUY Customers research your brand and product — and their other options. Customers go through the purchase process and complete the transaction. multiple channels. Customers reach out to get service or help with a purchase. Customers take possession of their purchase, which includes initial and ongoing impressions of it. © 2014 Forrester Research, Inc. Reproduction Prohibited 9
  10. 10. …And interactions depend on insights ENGAGE Insights ASK Interactions DISCOVER EXPLORE USE BUY © 2014 Forrester Research, Inc. Reproduction Prohibited 10
  11. 11. Poll #1 : In your opinion, what are the main barriers for marketers to overcome in the shiH towards customer-­‐driven marke+ng? (You can select more than one) • Lack of capabili=es to manage and analyze “Big Data“ • Inability to execute relevant, =mely & channel-­‐specific communica=on • Inability to measure the value through incremental sales • Lack of support from senior management • Overcoming the previous organiza=onal mindset Private and Confiden=al 11 @CapillaryTech
  12. 12. Big data Analytics in the age of the consumer © 2014 Forrester Research, Inc. Reproduction Prohibited 12
  13. 13. Big data uproots traditional analytics and offers opportunities to: › Serve the needs of contextual customer experiences › Dig deeper for predictive insights › Understand the role of real-time digital data And enables a shift from: › Analytics production to consumption and activation › Static analysis to dynamic, real-time intelligence › Experts to casual users Source: April 22, 2013, “The Consumerization of Customer Analytics” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 13
  14. 14. A data evolution is underway Less than 15% of data used for business intelligence (BI) Source: May 28, 2014, “Big Data’s Big Meaning For Marketing” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 14
  15. 15. Big Data: Emerging business practices and technologies that close the gap between the amount of data available and your ability to use it for business insight © 2014 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. Big data in the modern world © 2014 Forrester Research, Inc. Reproduction Prohibited 16
  17. 17. Big data in the eyes of marketers © 2014 Forrester Research, Inc. Reproduction Prohibited 17
  18. 18. Time for marketing to reset on big data Base: 701 North American data and analytics decision makers Source: Business Technographics Global Data And Analytics Survey, 2014 © 2014 Forrester Research, Inc. Reproduction Prohibited 18
  19. 19. The big question… “How can big data help me delight my customers?” © 2014 Forrester Research, Inc. Reproduction Prohibited 19
  20. 20. A matter of perspectives… Source: June 19, 2014, “How Analytics Drives Customer Life-Cycle Management” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 20
  21. 21. Drive value across the life cycle Source: June 19, 2014, “How Analytics Drives Customer Life-Cycle Management” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 21
  22. 22. Analytics across the life cycle Source: June 19, 2014, “How Analytics Drives Customer Life-Cycle Management” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 22
  23. 23. Poll #2: What are the primary hurdles to successfully leveraging data in your marke+ng organiza+on? (check all that apply) • Building reports that surface ac=onable insights • Don’t have the team members with the right skills to leverage the data • Limited budget to install necessary technology • Limited team capacity to priori=ze • Culture doesn’t embrace data Private and Confiden=al 23 @CapillaryTech
  24. 24. Retail case studies From insights to customer experience © 2014 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. › Tracks both shopper and item-level data › Secures shoppers beyond loyalty program › Provides insights to small suppliers › Enables shopper-focused assortments › Defines individual, adaptable store planograms © 2014 Forrester Research, Inc. Reproduction Prohibited 25
  26. 26. › Established a big data sandbox to unearth shopper insights › Designed a social media program to leverage shopper content › Developed even more personalized shopping experiences › Recognized as a destination retailer › Focused on customer experience © 2014 Forrester Research, Inc. Reproduction Prohibited 26
  27. 27. › Combines shopping data with social media › Creates more actionable shopper segments › Enriches the shopping experience with insights › Providing seamless access to ANN INC. brands › Complementing wear-to-work and special occasion styles with affordable, effortless styles via Loft › Focusing on various shopper roles and redefining business strategy – “EVOLVING WITH HER” © 2014 Forrester Research, Inc. Reproduction Prohibited 27
  28. 28. > Increased its repeat visits per month by 15+% > Realized a 5% increase in same store transaction growth (SSTG) > 38% increases in campaign response rates with only a 14% increase in communications > Won Loyalty & Engagement Awards for "Best CRM Strategy" and "Best Use of Relationship Marketing (B2C)“ > Won CMO Asia Award for "Best Use of Marketing Communications” Private and Confiden=al 28 @CapillaryTech
  29. 29. “Merely having an incredible data capturing mechanism does not mean business decisions can be taken effec=vely. Capillary’s ability to predict future performance helps us take important and reliable business decisions.” –Sumesh Bhat, Business Head > Obtained customer insight through real-time dashboards and reports > Created campaigns that increased incremental sales per individual (achieved 4x campaign target) > Realized 130% ROI on margin within 3 months > Modified loyalty program to increase visit frequency Private and Confiden=al 29 @CapillaryTech
  30. 30. Poll Ques+on #3: What do you believe are some of the biggest challenges facing marketers today? (select all that apply) • Too much Big Data – don’t know how to handle it all • The complexity of omni-­‐channel marke=ng • Measuring and delivering marke=ng ROI • Delivering =mely, personalized communica=ons • Adjus=ng company mindset & budgets to 1:1 communica=ons Private and Confiden=al 30 @CapillaryTech
  31. 31. Capillary Technologies Intelligent Customer Engagement Company Overview
  32. 32. Challenges Capillary solves How can I retain ? more customers? How can I increase my cross-sell / up sell revenue through personalization? ? How can I improve my Marketing ROI? ? Private and Confiden=al How can Store Associates ? better engage customers in the store? What can I do to ? increase revenue? How can I bring more people into my store? ? How can I get my customers to increase their Average Basket Size? ? How can I improve my ? marketing campaign results? How can I market to my omni-channel customer most effectively? ? ? How can I identify my most loyal customers? And manage my loyalty program? @CapillaryTech 32
  33. 33. The Capillary Value ! Built for retailers only Private and Confiden=al What can I do to ? increase revenue? How can I retain ? more customers? How can I increase my cross-sell / up sell revenue through personalization? ? How can I improve my Marketing ROI? ? How can I bring more people into my store? ? How can Store Associates ? better engage customers in the store? How can I get my customers to increase their spend? ? How can I improve my ? marketing campaign results? How can I market to my omni-channel customer most effectively? ? ? How can I identify my most loyal customers? And manage my loyalty program? ! Integrated, mul=-­‐channel loyalty ! Integrates with most leading POS ! Real-­‐=me customer analy=cs ! Complete customer engagement plaaorm ! Data integra=on across channels for key insights @CapillaryTech 33
  34. 34. Our solu+on is focused on the Retail industry Private and Confiden=al @CapillaryTech 34
  35. 35. Typical customer results Private and Confiden=al 3%-­‐5% Same Store Growth 10% Customer Frequency 15% Average Bill Value 3-­‐5X ROI on Margins 30% Customer Reten=on Rate @CapillaryTech 35
  36. 36. Major Focus • Customer big data analy=cs • Loyalty program management • Campaign management • Store clienteling • Omni-­‐channel engagement Global Exper+se 150+ customers 10,000 stores 100 million consumers Privately held company with 350 employees across 7 offices in US, UK, UAE, SA, AUS, APAC and India Customers About Capillary Technologies Private and Confiden=al 36 Awards & Accolades @CapillaryTech
  37. 37. Key Takeaways Marke=ng to shoppers who are increasingly sophis=cated and demanding is not easy Build a customer engagement intelligence plaaorm – Turn Private and Confiden=al big data into business insights to understand all of your customers – The insights will enable relevant and personalized interac=ons @CapillaryTech 37 Idea=on: Set realis=c expecta=ons – Start small with a pilot and take a learnings-­‐based approach – They need the right message at the right =me through the relevant channel Implementa=on: Deliver success & then expand rapidly – Measure results and then incorporate into all marke=ng programs across channels
  38. 38. Rusty Warner Principal Analyst Forrester Research hjp://www.forrester.com/Rusty%20Warner Richard White Advisor to Capillary Technologies RWhite@CapillaryTech.com Janet Jaiswal VP of Marke=ng Capillary Technologies Janet@CapillaryTech.com Complete feedback to receive the Customer Intelligence White Paper Private and Confiden=al @CapillaryTech

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