Presentation given at the Technology for Marketing and Advertising show in London on 27th February 2013. The presentation discusses Omni-Channel and Customer Experience for Marketers. It references Specialty Fashion Group and how they have delivered award winning marketing for their customers using the SDL Campaign Management and Analytics platform.

1. Making Omni Channel a
reality.
Featuring Specialty
Fashion Case Study
Roger Luxton, Industry Marketing Director
SDL
February 2013 SDL Proprietary and Confidential

2. Omni Channel and Customer Experience
Consumers use all channels simultaneously, so
successful marketers must ensure their customers
experience the brand across all channels.
“A member who shops both online and in-store is worth
2.6 times more than in-store-only members.”

3. Topics
• Introducing Specialty Fashion Group
• Why
– Customer Experience Perspective
– Marketing Team Perspective
• Building Blocks
– Omni Channel data in one place
– Intelligent Customer Focused Analysis
– Fast Marketing Execution
• Specialty Fashion Group Results
• Final Thoughts
3

4. Introducing Specialty Fashion
Group
• 7.3million customers
• 894 stores
• 8 online stores
• 9 websites
• 4 Facebook pages
• 52m personalised emails, blogs
and competitions
• 2m SMS messages
• 42,921 customer service calls
• all to sell one garment every
second.
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5. Introducing Specialty Fashion
Group
• 7.3million customers
• 894 stores
• 8 online stores
• 9 websites
• 4 Facebook pages
• 52m personalised emails, blogs
and competitions
• 2m SMS messages
• 42,921 customer service calls
• all to sell one garment every
second.
5

6. Introducing Specialty Fashion
Group
• SFG previously found it
difficult to execute
personalized, targeted
communications.
• “spray and pray”
communications to the entire
database population was the
norm
• Transformed themselves and
won Retail Touchpoints
Award in the Cross-Channel
Analytics Category.
6

7. Topics
• Introducing Specialty Fashion Group
• Why
– Customer Experience Perspective
– Marketing Team Perspective
• Building Blocks
– Omni Channel data in one place
– Intelligent Customer Focused Analysis
– Fast Marketing Execution
• Specialty Fashion Group Results
• Final Thoughts
7

8. Why – Customer Experience Perspective
“More than 55% “Over 66% have
visited a store to compared store and
review products prior online prices while in
to online purchase” the high street”
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SDL Shopper Survey - 2012

9. Why – Customer Experience Perspective
“You don’t talk
“Why don’t you to me as
listen to what I
“You don’t much as your
say and do” competitors”
seem to be
joined up”
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10. Why – Marketing Team Perspective
“Don’t have “Takes “Don’t have
purchase & ages to get skills to ask
channel data counts” right
in one place” questions”
“Why can’t we
“I want to get automate “Too slow to
response stuff” send out
data back” campaigns”
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11. Topics
• Introducing Specialty Fashion Group
• Why
– Customer Experience Perspective
– Marketing Team Perspective
• Building Blocks
– Omni Channel data in one place
– Intelligent Customer Focused Analysis
– Fast Marketing Execution
• Specialty Fashion Group Results
• Final Thoughts
11

12. Building Blocks – Omni Channel Data in one place
Customer
Database

13. Building Blocks – Omni Channel Data in one place
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14. Building Blocks – Omni Channel Data in one place
Customer
Database
“We draw upon behaviour from stores, eCommerce,
mCommerce, dm and social media across the brands. In
digital, every hover and/or click can be associated with a
member so we can leverage intent to increase sales.”
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15. Building Blocks - Intelligent Customer Focused Analysis
Customer
Database
Customer
Intelligence
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16. Building Blocks - Intelligent Customer Focused Analysis
Customer Journey Focused
“Focus on
Acquisition,
engagement, anti-
churn and re-
activation”
Decrease
Spend
One Lapsed Best
Prospect
Purchase Customer Customer
Increase
Spend
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17. Building Blocks - Intelligent Customer Focused Analysis
Key Questions to Ask
Are we Do we have a
acquiring the single purchase
right people? issue?
What influences
changes? How important
are your best
customers?
What
customers buy
certain
products
together?
Who is at
risk?
How many of
Which channels these are worth
How frequently are working? reactivating?
17 are they buying?

18. Building Blocks - Intelligent Customer Focused Analysis
In-house or External
Build our own Use External
team Expertise
Use best
practice guides
and vertical
packages
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19. Building Blocks - Intelligent Customer Focused Analysis
Ideas to skill you up

20. Building Blocks - Intelligent Customer Focused Analysis
“Our SDL platform
increases analyst
efficiency over 3x
faster”
“We deliver
accurate and
timely business
updates for weekly
exec meetings. “

21. Building Blocks – Fast Marketing Execution
Customer
Database
Customer
Intelligence
Campaign
21
Management

22. Building Blocks - Fast Marketing Execution
Right Channel, Right Product, Right Message, Right Time
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23. Building Blocks - Fast Marketing Execution
Intelligent ad-hoc campaigns
An Autograph eDM from week x
Personalised ad-hoc campaign driven by:
– Inventory
– Personalisation
– Discount
– Open and Click
– Store location
– Behaviour - clicks and/or hovers
– Propensity to shop online
– Results vs control
• 60% uplift in conversion
• 14% uplift in customer margin
• 80% uplift in campaign margin
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24. Building Blocks - Fast Marketing Execution
Automating Journeys
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25. Building Blocks - Fast Marketing Execution
“The SDL solution drastically reduced
production times for eDM (electronic
Direct Marketing) from 24 hours to less
than 2 hours”
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26. Topics
• Introducing Specialty Fashion Group
• Why
– Customer Experience Perspective
– Marketing Team Perspective
• Building Blocks
– Omni Channel data in one place
– Intelligent Customer Focused Analysis
– Fast Marketing Execution
• Specialty Fashion Group Results
• Final Thoughts
26

27. Specialty Fashion Group - Results
“single customer view of
member behaviour
across brands, and to
drive cross-channel
engagement. “
“Our SDL platform
increases analyst
efficiency over 3x
faster” “drastically
reduced production
times for eDM from
24 hours to less
than 2 hours.”
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28. Specialty Fashion Group - Results
• Since implementing the SDL
solution, the most recent 200
eDM campaigns delivered an
ROI of 2,200%, as well as
realizing the following:
– eDM open rate uplift of 12% on
industry benchmarks
– eDM click through rate uplift of 44%
against industry benchmarks
– Increase in email member contribution
to sales from 32.4% to 45.7%
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29. Topics
• Introducing Specialty Fashion Group
• Why
– Customer Experience Perspective
– Marketing Team Perspective
• Building Blocks
– Omni Channel data in one place
– Intelligent Customer Focused Analysis
– Fast Marketing Execution
• Specialty Fashion Group Results
• Final Thoughts
29

30. Final Thoughts
Consumers want to purchase anywhere they
want and want a seamless experience...the
omni-channel shopper has a three- to four-
times higher propensity to spend.“
Source: Saks CEO Steve Sadove,
September 2012
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31. Final Thoughts
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32. Contact Details
• Email rluxton@sdl.com
• Twitter RogerLuxton
• LinkedIn Roger Luxton
• Phone 07753 902878
• Website www.sdl.com
http://www.sdl.com/solutions/industry/retail/cma.html
- Best Practice Papers
- Speciality Fashion Case Study
- Awards and the CFO talking about what they do
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33. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,
service marks, images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be
copied, used or distributed except as authorised by SDL.