Marketing in the Retail landscape faces many challenges. Hear Mapp & Edinburgh Wooden Mill Group discuss data strategies you can implement to reach the right customers and increase customer lifetime value. In this webinar we deep-dive into: - Retail Strategies - How EMWG market across their 14 different brands using Mapp Engage - How you can keep up with the digital savvy shopper Learn how you can break through data silos and how to take a data led approach to your marketing and how technology can innovate your email, web, social and display campaigns.

1. Making Promotions Personal:
Using data to reach the right customers
Jo Davis
Group Email Development Manager
EWM Group
Ricardas Montvila
Director of Solution Strategy
Mapp Digital

2. Trends shaping digital
marketing in Retail

3. Trends shaping Retail Digital Marketing
Shoppers are becoming more savvy1.
Attention span is on decline2.
New channels continue to emerge3.
Lines between Advertising and4.
Marketing are blurring
Consumers are becoming more aware5.
with what is happening with their data
Automations on the rise6.
More touchpoints are becoming7.
digitized
Customer experience focused8.
AI is becoming mainstream9.
Increased transparency between10.
vendors and brands

4. Adventure Marketing Solutions ©

5. Create a Wishlist.
Wait for the sale.
Savvy
consumer

6. Abandon a basket.
Get a discount coupon.
Savvy
consumer

7. Check email for coupon
Before checkout.
Savvy
consumer

8. Delete cookies.
Check what other deals
are available.
Savvy
consumer

9. Google a discount code
Before checkout
Savvy
consumer

10. Merchandising needs
vs
Consumer centricity

12. Brand Advertising
Upsell &
Retention
Over 75% of converting visitors visit the site more than once.
89% of PPC budget is wasted on people that never convert.
Smart Insights ©
Focus on the middle of the funnel

13. £99
£0.25
£4.25
£57.00
PPC cost
Cost for all channels
Including wastage
First basket
value
Cost to
Acquire
The first sale

14. 1st 2nd 3rd
The second sale…
and beyond

15. 5 techniques for increasing engagement
Product Focus
Advantages
Focus on stock that needs
to be cleared.
Inspire about things they
may not have considered.
Content Focus
Advantages
Increase engagement rates.
Increase length of the
session.
In-Market triggers
Advantages
Significant cross sell
opportunity
Transactional
Advantages
Significant upsell
opportunity
Behaviour triggers
Advantages
Recover lost sales.
Increase LTV.

16. 14 brands

17. Edinburgh Woollen Mill Group
Separate e -Commerce web shops and
marketing teams based in 4 different
locations
To unify consumer data and to scale,
EWM choose Mapp Cloud and services
3.6 Million 1100Unique customers across
EWM Group of brands
that Mapp directly
markets to.
physical stores
across the UK.

18. EWM Groups Key Marketing Strategies
Content
Pillars
Results
Acquisition
Retention
Re-engagement
Automation
DataEnrichment
Drive Interactions & Revenue
Relevant & Personalised
Evaluation and Reporting
Objective

19. EWM Groups Key Marketing Strategies
1.
Understand
consumer
behaviour
2.
Encourage
users to a
1st time
purchase
3.
Focus on
customers
and
increasing
purchase
propensity
4.
Engage
customers
across all
channels

20. EWM Key Marketing Channels
Weekly Email
Newsletter
Personalised Web
Experience
Email
Social / Paid
Media
PPC & SEO

21. Additional Techniques
In store - Signups
Product
Recommendations
Display Re-targeting
Abandon Basket
/ Browse
Order Confirmation

22. Brand content strategy

23. Brand Engagement
Strategy
Number of newsletters
per week
Offer-led Communications ✔ ✔✔
✔✔
6 2/3 4 3/4 3/4
Mix
Magento, Mapp & Fresh
Relevance Insight ✔✔ ✔
20 Million
emails per
month

24. Newsletters for the masses
Desktop Mobile

25. Personalised Automated Communications
Abandon Basket & Browse Reactivation Birthday Program
X4 WavesX3 Waves

26. Personalised Automated Communications
Abandon Basket
Wave 1 Wave 2
Abandon Basket Abandon Basket
Wave 3
4 hrs20 min 24 hrs

27. Personalised Automated Communications
Abandon Basket & Browse
X3 Waves
Differentiated cadence for each brand. 2 or 3 waves
for AB, depending if in Sale Periods.
Abandon Browse is a single phase.
Peacocks & Ponden 1st wave after 20 minutes post
web session.
Different Incentives at varying stages. High end
brands no discount but free delivery.
 Jaeger 2nd phase 24hrs, Peacocks 4 hrs
Redesign for mobile resulted in 250% increase in
revenue.

28. Personalised Automated Campaigns

29. Personalised Automated Campaigns
98,251
98,251

30. Personalised Triggered Engagements - Web
Pop-up Form
Product Recs Onsite
Pop-up Form
Email Product Recs

31. Personalised Triggered Engagements - Web
Email Countdown TimersBasket Builders Recommendations
1000 ’s new name acquisition each week
Revenue Driving Product Recommendations
70 % Revenue AB - 30% Revenue Browse
Countdown Timers - Create Immediacy
Responsible for 35% revenue of all Email
Communications per week

32. Data-Driven Paid Media
Weekly Email
Newsletter
Social Ads, Social Page Unity
Display Retargeting
Cohesive Cross channel
Marketing Campaigns
 1st Party Data Driving all
formats & channels

33. Transactional Messages
Recent User Marketing Journey
All transactional emails through Mapp, can amend
newsletter behaviour based upon transactional rules.
Next Cross - Sell & Product Recs in transactional Emails

34. What does the future look like
for EWM Group?

35. Mapp Cloud
Acquire
Acquire more of the high value customer at the
optimal price point.
Engage
Nurture customers to increase loyalty and wallet
share. Prevent churn and bring back churned
customers.
Intelligence
Surface opportunities that otherwise could have been
missed.
Customer Data Platform
Leverage real-time data. Everywhere.
Connect
Connect to the wider marketing ecosystem.

36. Key Takeaways
Stop comparing yourself to industry averages.1.
Turn testing into a habit.2.
Not everything is about super3. -hyper-personalization.
Create sophisticated campaigns with the right tool.4.
Your offline and online customers are the same customers.5.
Revisit and improve the existing6. programmes.
Focus on the second visit and repeat purchases.7.
Leverage transactional messages to up8. -sell.
Halloween Kids costumes now available at Peacocks at £9. 8.

37. Meet Mapp & Internet Retailing on 1st November!
RESTRICTED Friday, October 12, 2018 37
Roundtable discussion•
How can you map your customer•
engagement across all of your marketing
channels?
What are the best practices?•
How can you get the most value?•
Hear from a client on how they are using•
personalization in their marketing efforts
Mapp office in London•
Thursday• 1st November
To register your interest email•
events@retailx.net

38. Questions?
Thank you!
Learn more:
www.mapp.com
hello@mapp.com
@mapp_digital
ricardas.montvila@mapp.com