Inspire & Connect presentatie 10 juli. Sessie 1: Tim Heinen en Nynke Bersma van Trusted Shops. Sessie 2: Michiel van Gaalenen, Salesforce consultant, met de Marlies Dekkers case. Over Inspire & Connect Elke Inspire & Connect start met een diner en een korte voorstelronde. De perfecte manier voor opdrachtgevers en freelancers om elkaar te leren kennen. Daarna is het woord aan de sprekers die je, met leerzame praktijkvoorbeelden, vertellen over hun ervaringen en de nieuwste ontwikkelingen. We sluiten de avond af met een gezellige borrel, waarbij er voldoende gelegenheid is om vragen te stellen en nog even na te praten.

1. WELKOM
bij de Inspire &
ConnectMultichannel Experience!
SAVE THE DATE: 5 september
Focus op de customer journey,
e-commerce en CRM!

2. seconds
Even
voorstellen

3. Win het vertrouwen van je klant!
Nynke Bergsma & Trusted Shops
Inspire & Connect: Multichannel e-commerce
10 juli 2019

5. Vertrouwenselementen?

20. Bedankt! Vragen?
© 2019 Trusted Shops Benelux B.V. • Alle rechten voorbehouden.

21. Let’s connect!

22. seconds
Even
voorstellen

23. PAUZE!
TIJD VOOR EEN BORREL!

24. Michiel van Gaalen
Salesforce Consultant

25. company info
26 years
2014 reboot
HQ in Rotterdam (45 FTE)
+€30 mln consumer value
wholesale + distributers + retail
digital transformation
> 50% via online channels

26. main markets
Benelux, Germany, France, Nordics, USA
presence in >35 countries

28. digital transformation roadmap
get fit for the future CRM + omnichannel expansion
2014 2019

29. strategic choice for online
company wide change
- product
- B2B
- marketing; content
- way of working
platforming
team
grow
get fit for the future

30. digital transformation roadmap
get fit for the future CRM + omnichannel expansion
2014 2019

31. Market and Sell Cross/Up Sell
Customer
Acquisition
Customer
ServiceProspect Customer
customer value management

32. we believe we can increase consumer
engagement by listening to everything our
customers say & do and show we
understand by actively interacting with the
right message, at the right time and in the
right channel.
this will enhance consumer engagement,
create more loyal customers and build
more valuable relationships.
strategy

33. start  POC
CLV: customer live time value
CPA: cost per acquisition

34. RFM model
segmentation
predictive modelling
customer journeys
automated campaigning
segmentation
<=180 dagen 180 – 550 dagen >550 dagen
>3
>1-3
1
Frequency(orders/py)
Royals
Loyals
Promising
Sleepers

35. Customer 360

36. predictions

37. collection preference

38. Control Balcony Plunge Push-up
+56,38% 113,98% 812%
shape preference

39. a warm welcome

40. AOV
+22%
Conv.
+50%
AOV
+22%
a warm welcome
• Order more
• Convert better
• Buy more often
 Increased CLV
Freq
+94%

41. technology

42. |
Store
customers
Social media
Webshop
customers
E-mail base
Customer
service
Online
advertising
One 360 customer view
Integrating all channels

43. |
How insights lead to campaigns
…and a better CPA/LTV
Insight
drive to store
- store specific mails
- store specific ads
- fit sessions

44. Customer service
Salesforce omni-channel console
Chat
Email
Phone

45. Stock Sale Events

46. Advertising
CRM audiences

48. digital transformation roadmap
get fit for the future CRM + omnichannel expansion
2014 2019

49. CLV/CPA driven
Heatmapping
Omnichannel
expansion

50. results

51. A2014 A2015 A2016 A2017 A2018 F2019
development online
Sales Capex Opex

52. key learnings
• Strategic choice – You need a data cheer
leader
• Hire expertise + build own capabilities
• Platform choice / contracts
• Analyze, test, actionability
• Data quality frustration

53. questions?
Michiel van Gaalen
michiel.vangaalen@marliesdekkers.com
@vongaalen
More Salesforce
Sign up for SFMC user group events:
http://bit.ly/sfmc_nl

54. Maak kennis met
Sales Marketing
Group!

55. Waarom SMG?
-Samen & Sparren
-Opleiding & Coaching
-Events
*Pitch-avond
*Personal branding Day
*Besloten, open & Partner Events
*Performance Marketing Event
-Opdrachten
-Collectieve voordelen

57. In het zonnetje
•Nieuwe partners
-Shanna
-Saul
-Stefan
•Nieuwe opdracht
-Sander
-Frederik
-Wieneke

58. Namens de Sales Marketing Group:
BEDANKT
Wees welkom op de
- Inspire & Connect –
5 september 2019