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Learn how True Value is future-proofing by transforming their mar-tech stack


Published on

NRF NXT 2019
July 23, 2019
Sue Smolenski, DVP, Marketing Strategy, True Value Company

Published in: Retail
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Learn how True Value is future-proofing by transforming their mar-tech stack

  1. 1. Sue Smolenski, DVP, Marketing Strategy True Value Company July 23, 2019 SESSION: Case Study: True Value, future-proofing with technology
  2. 2. 2
  3. 3. 3 Key Initiatives
  4. 4. 4 Understanding the Customer Purchase History Website, Email, Direct Mail Behavior Program Participation Demographics Profile Data AGGREGATING CUSTOMER DATA Test, Review & Revise Channel ResponseMessage and Offer Response Customer Segmentation SINGLE VIEW OF CUSTOMERS
  5. 5. 5 MarTech Stack Distributed Marketing Customer Data Warehouse CDI MDM Reporting & Analytics Marketing Technology Suite DAM Creative Assets Cleanse Match Merge Enterprise Message Bus Web ServicesHTTP/SConnect: DirectSFTPEDI / XML Other protocols Campaign Management Local Ecommerce Customer Engagemen t/Loyalty POS W/S + E-mail SMS Faceboo k Twitter Mobile Sources Internal External
  6. 6. 6 Online/Offline Continuum ONLINE OFFLINE ONLINE OFFLINE
  7. 7. 7 ONLINE OFFLINE OLINE OFFLINE Local Ecommerce Pilot Mary Smith / Due at 4:00 PM Scan Products DeWalt Max Drill/Driver Combo Kit. Lithium Ion Item # 194893 Got It Issue iBuild Combination Tool Set, 22-Piece Item # 217598 Pick 2 items Got It Issue
  8. 8. 8 What Now? • Understand your target customer • Be able to articulate your current and future business needs • Allocate time to explore new solutions