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Tech Talk: Marketing technologies that drive omnichannel sales retail_menot_theiss_laher

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Tech Talk: Marketing technologies that drive omnichannel sales retailmenot_theiss_laher

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Tech Talk: Marketing technologies that drive omnichannel sales retail_menot_theiss_laher

  1. 1. Marketing technologies that drive omnichannel sales John Theiss, SVP, Retailer & Brand Solutions, RetailMeNot Sahal S. Laher, Chief Digital Officer & CIO, DXL Group SPONSOR
  2. 2. Marketing Technologies that Drive Omnichannel Sales John Theiss, SVP, Retailer & Brand Solutions, RetailMeNot Sahal S. Laher, Chief Digital Officer & CIO, DXL Group
  3. 3. Reach Consumers Where It Matters Most Consumers want great, seamless experiences every time they shop — across all consumer touch points. 3
  4. 4. The Omni-Channel Opportunity Source: Forrester Data Online Retail Forecast, 2016 To 2021 (US); Forrester Data Mobile And Tablet Commerce Forecast, 2016 To 2021 (US)4 2016 US total retail sales (online and offline) $3.39 trillion
  5. 5. The Omni-Channel Opportunity Source: Forrester Data Online Retail Forecast, 2016 To 2021 (US); Forrester Data Mobile And Tablet Commerce Forecast, 2016 To 2021 (US)5 11.6%2016 US online retail sales $393.8 billion 2016 US total retail sales (online and offline) $3.39 trillion
  6. 6. The Omni-Channel Opportunity Source: Forrester Data Online Retail Forecast, 2016 To 2021 (US); Forrester Data Mobile And Tablet Commerce Forecast, 2016 To 2021 (US)6 1% 11.6% 2016 US retail sales via mobile phones $60.2 billion 2016 US online retail sales $393.8 billion 2016 US total retail sales (online and offline) $3.39 trillion
  7. 7. 1% Mobile = Influence Source: Forrester Data Online Retail Forecast, 2016 To 2021 (US); Forrester Data Mobile And Tablet Commerce Forecast, 2016 To 2021 (US)7 11.6% 31% 2016 US retail sales via mobile phones $60.2 billion 2016 US online retail sales $393.8 billion 2016 US total retail sales (online and offline) $3.39 trillion 2016 US mobile phone influenced offline retail sales $1.05 trillion
  8. 8. Mobile Influence on Purchase Behavior 8 Primary Reason That U.S. Smartphone/Tablet Users Use Mobile Apps While Holiday Shopping 11% 7% 11% 29% 43% 25% 8% 33% 33% Specific Retailer App (e.g., Kohl's, Macy's, etc.) 3rd-Party App (e.g., Amazon, Groupon, RetailMeNot, etc.) Find Discounts / Coupons Compare Prices Find Similar Products Find Variety of the Same Product Other Source: eMarketer, Jan 2016
  9. 9. 35% 40% 71% 0% 20% 40% 60% 80% Promotions Drive Sales 9 More than twice as many respondents said they were driven to make a purchase based on a coupon compared with an ad from a brand Ads From a Brand Suggestions From Friends and Family Coupons and Discounts Factors That Influence U.S. Internet Users’ Purchase Decisions by % of Respondents Source: eMarketer, Jan 2016
  10. 10. Reach Active Shoppers Anytime, Anywhere – on Any Device, Online or In Stores 10 eGift Cards Email Promotion Desktop & Mobile Web RetailMeNot Store Page In-Feed Display Mobile App Mobile Push Across Our Omni-Channel Platform More Ways to Engage Consumers Online Offers In-Store Promotions Social Media Branded Search Cash Back Offers Digital Circulars
  11. 11. 11 DXL Marketing Strategy • Build the "store of one", don't treat every customer like John Doe! • Maximize every customer interaction with dynamic personalization • Provide a seamless experience across all channels • Keep it simple - remove customer experience friction points!
  12. 12. 12 RetailMeNot Campaign Goals: • Expand omnichannel presence • Increase engagement & AOV • Drive conversion and sales • Increase new to file customers • Leverage mobile to drive in-store demand RetailMeNot Campaign Tactics: • Increase media exposure • Omnichannel offers • Mobile/in-store offers • Brand+ • Cash Back Offers
  13. 13. 44% increase in traffic volume YTD attributable to increased media exposure and increased engagement with omnichannel content, particularly on mobile 13
  14. 14. 14 176%L I F T I N E N G A G E M E N T Omnichannel & Exclusive Content 147%L I F T I N S A L E S
  15. 15. With greater investment, Destination XL's ad volume has grown while improving ROAS, with coverage across all platforms Increased Media Investment Email PromotionMobile App RetailMeNot Store Page Branded SearchDesktop & Mobile Web 15 67% traffic lift on days w/ placements illustrating top-of-funnel demand for DXL across RMN audience
  16. 16. Brand+ • The paid search channel alone has helped take traffic out of the red to the 44% growth we're seeing this year • Paid search channel has boosted total program traffic lift to 70% • Highly efficient channel from a conversion perspective, contributing 20% of program revenue 16
  17. 17. Cash Back Offers 17 • Users are converting at 1.5x the average online rate while spending ~$80 more than required by the spend threshold • Over $60k in sales generated through CBOs alone • 20% lift in engagement when CBOs are live vs. days they are not
  18. 18. CONFIDENTIAL Thank You! 18

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