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#CNX14 - Personalized Experiences: Web & Email Customization Made Easy

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In high-touch, complex industries customers still rely on trusted advisors to make purchasing decisions. These sales associates ask questions and observe customer behavior to personalize the experience and usher the customer to a sale. Learn how one retailer is leveraging the power of Predictive Intelligence online to help visitors find the perfect piece and become a customer for life.

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#CNX14 - Personalized Experiences: Web & Email Customization Made Easy

  1. 1. Track: Mobile & Web Marketing #CNX14 #CNX14 Personalized Experience: Bring the Offline Relationship into the Digital World with Predictive Intelligence Fred Meyer Jewelers: Caitlin Leonard, Marketing Director ExactTarget: Matt Coffman, Director of Product Management, Web Products
  2. 2. Track: Mobile & Web Marketing #CNX14 Goals – Presentation Overview 1 2 3 Online Customer Engagement is More Needed and More Challenging than Ever Before Replicating the In-store Experience from a Trusted Sales Consultant in an Online Environment Application Features that Provide Automation and Other Enhancements for Marketers
  3. 3. Track: Mobile & Web Marketing #CNX14 Online Engagement Challenges • Access to unlimited choices – hyperchoice • Consumers are always connected and constantly shopping • Multiple access points (store, web, mobile, etc)
  4. 4. Track: Mobile & Web Marketing #CNX14 Transformation in Thinking
  5. 5. Track: Mobile & Web Marketing #CNX14 Digital Marketers’ Perspective on Personalization Feel most challenged by personalization Strongly agree that they use machine-learning and algorithms to personalize Currently use predictive algorithms to Personalize A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014
  6. 6. Track: Mobile & Web Marketing #CNX14 Personalization efforts impact: Commissioned Independent Research Report, Forrester, 2014
  7. 7. Track: Mobile & Web Marketing #CNX14 We Used to See Customers Like This…
  8. 8. Track: Mobile & Web Marketing #CNX14 Now We See Customers Like This…
  9. 9. Track: Mobile & Web Marketing #CNX14 In-store, 1:1 Sales Strategies Trusted Sales Consultants: • Get to know the customer • Develop a relationship • Personalize recommendations • Use wisdom gained to tailor the next pitch
  10. 10. Track: Mobile & Web Marketing #CNX14 Translate the 1:1 Experience to Online Gather data on your customer • Observe behaviors • Ask lifestyle-based questions • Pull data from other online sources
  11. 11. Track: Mobile & Web Marketing #CNX14 Power of Predictive Intelligence
  12. 12. Track: Mobile & Web Marketing #CNX14 • 324 fine jewelry stores and an extensive online selection • Opened in 1973; merged with Kroger Company in 1999 • $98.4 billion in total sales in 2013 • 375,000 associates company-wide
  13. 13. Track: Mobile & Web Marketing #CNX14 Your Website Can be a Trusted Sales Consultant
  14. 14. Track: Mobile & Web Marketing #CNX14 Predictive Recommendations
  15. 15. Track: Mobile & Web Marketing #CNX14 Predictive Intelligence at Fred Meyer • Reads signals of customers (implicit) • Asks questions (explicit) • Drives revenue, but preserves average order value • Highlight Littman jewelry line • Emphasize protection plans • Enhance visibility of Watch Protection Plans (Rule Manager)
  16. 16. Track: Mobile & Web Marketing #CNX14 Fred Meyer Results eCommerce is up 47% year over year Watch Protection Plan revenue grew 150%
  17. 17. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Implementation and optimization flow improvements • Email Banner Personalization
  18. 18. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Implementation and optimization flow improvements • Email Banner Personalization
  19. 19. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Implementation and optimization flow improvements • Email Banner Personalization
  20. 20. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Implementation and optimization flow improvements • Email Banner Personalization
  21. 21. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Drag-and-drop configurations for email and cloud pages • Catalog-agnostic recommendations • Rule engine enhancements • New page/campaign wizard • In-app page/campaign reporting and trend metrics
  22. 22. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Drag-and-drop configurations for email and cloud pages • Catalog-agnostic recommendations • Rule engine enhancements • New page/campaign wizard • In-app page/campaign reporting and trend metrics
  23. 23. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Drag-and-drop configurations for email and cloud pages • Catalog-agnostic recommendations • Rule engine enhancements • New page/campaign wizard • In-app page/campaign reporting and trend metrics
  24. 24. Track: Mobile & Web Marketing #CNX14 Overcoming the Challenge of Engaging Customers Online is Possible with Predictive Content Fred Meyer Successfully Replicates the In-store Experience with Online Customers New Features and Upcoming Enhancements Make Automation and Customization Possible for Marketers Recap Slide 1 2 3
  25. 25. Track: Mobile & Web Marketing #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! Prizes! #CNX14 $50 Starbucks Gift Card Session speaker info @mcoffman @caitlinleonard
  26. 26. Track: Mobile & Web Marketing #CNX14 Questions?
  27. 27. Track: Mobile & Web Marketing #CNX14 CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES
  28. 28. Track: Mobile & Web Marketing #CNX14

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