Integrating the customer strategy within the goals and objectives of the field is always a challenge. Alignment requires work. The regional meetings were an essential part o of the conversation designed to deliver fact, build trust and change behaviors positively.

1. 1
FIELD INTRODUCTION
CRM – CUSTOMER RELATIONSHIP
MANAGEMENT
Charles de Gruchy
Head of customer marketing

2. 2
DISCUSSION
• Objectives for the CRM session
• Privacy
• What is CRM?
• Your questions
• Other things we are working on
• Welcome program
• Capture technology
• Insights into your business
• One great idea

3. 3
TODAY --
Objectives for the CRM session are:
1.to help you understand some CRM basics, and
2.to show you how this knowledge will be of value in building your
business.

4. 4
TODAY --
Specifically --
• Walk through some of the questions I’ve heard asked about
BROOKS BROTHERS CRM standards,
• Review a capture program in development,
• Present a technology to support relationship building and
capture, and finally
• Give you some insights into your store and your customers.

5. 5
YOUR QUESTIONS

6. 6
YOUR QUESTIONS
A number of questions about BROOKS BROTHERS CRM standards,
the customer database, and how we contact our customers have
come up. Here are a few --
1. BROOKS BROTHERS US customer database –
 2,700,000, 0 – 12 month customers
 4,600,000, 13+ month customers

7. 7
2. Mailing and emailing
 0 – 12 month customers are mailed a catalog three
times per year – Spring, Fall and Holiday.
 13+ month customers are mailed selectively
 1M customers are emailed weekly
 The WELCOME email timing has been changed from
immediate to 4-weeks from purchase.
YOUR QUESTIONS

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YOUR QUESTIONS
3. Foreign Tourists
 We can capture foreign tourist address information and save
the record.
 We just may not know how.
4. Why capture foreign tourist information –
 BROOKS BROTHERS is a global company
 Without accurate capture we can’t increase customer value

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YOUR QUESTIONS
5. Contact information
 My customers don’t want to give me their contact
information.
 My customers are different.

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OTHER THINGS WE ARE WORKING ON

11. 11
OTHER THINGS WE ARE WORKING ON
• Retail corporate gift collateral support
• Gift card promotion in the Fall/Holiday catalog
• Gift card personalization/customization
• Customer database and analytics system
• Retail THANKYOU emails
• Social media engagement measurement
• Face book impact on business metrics
• 1x (hit and run) Customer clientelling program
• Low frequency – how to maintain the ‘experience’ after the sale

12. 12
PRIVACY

13. 13
PRIVACY
BROOKS BROTHERS is completing a global initiative to update our
privacy standards.
WHY?
Because respect for and acknowledgement of our customer’s
privacy needs correlates directly with our ability to build long term
customer relationships.

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PRIVACY
Privacy policy US ex CA, key policy points –
1.COLLECTION -- The personal information that we collect from you and store or
that is submitted by you when you transact business with us
2.SHARING -- We may share personal information that you provide to us with our
affiliates and service providers
3.ACCESS -- You can access, correct and update certain personal information by
contacting our Customer Service Department at info@brooksbrothers.com.
4.OPTING OUT -- You may change your opt-out or opt-in preference at anytime
by contacting our Customer Service Department at 1.800.274.1815
5.SECURITY -- Various security measures, including encryption technology
embedded in our global data systems, are used to protect personal information
that we collect

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PRIVACY
Privacy and consent CA and EU –
6. CONSENT-- BROOKS BROTHERS will request and confirm customer consent to
be contacted by signature.
Consent is an increasingly important part of privacy management in both the
US and globally. Across the US there are now 32 state initiatives to restrict
access and limit capture options for marketers.
Changes in capture laws in California have limited capture to pre or post sale
and are designed to ensure PERMISSION is both clear and explicit
In the EU a PERMISSION based privacy standard has been in place for a
number of years.
BROOKS BROTHERS’s corporate policy is to stay in advance of the market
trend to ensure minimum exposure to legal risk.

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PRIVACY
Privacy policy distribution –
•US retail privacy policy launched
•EU retail privacy in translation
•CA policy guideline ready for distribution

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WHAT IS CRM?

18. 18
WHAT IS CRM?
‘Using customer data and business intelligence to build customer
value over time’
C = CUSTOMER
R = RELATIONSHIP
M = MANAGEMENT

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WHAT IS CRM?
• How do we describe customer value?
Three metrics are used by most retailers to define customer value:
RECENCY – the time frame in which a customer purchases.
For example, 0 – 3 months from date of purchase, and most recent to least
recent.
FREQUENCY – the number of times a customer purchases
For example, 1x, 2x, +3x, and most frequent to least frequent.
MONETARY – the dollar value of a customer’s purchase.
For example, total lifetime purchase value and top 10% to bottom 10%.
LIFETIME

20. 20
WHAT IS CRM?
• What does this mean to your business?
Each metric is a measure of the health of your business and each metric predicts
how your business will grow.
MORE RECENT PLUS MORE FREQUENT
=
HIGHER VALUE

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HOW DO I MAKE THIS HAPPEN?

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URE CLIENTELING CAPTURE CLIENTELING CAPTURE CLIEN
URE CLIENTELING CAPTURE CLIENTELING CAPTURE CLIEN
URE CLIENTELING CAPTURE CLIENTELING CAPTURE CLIEN
URE CLIENTELING CAPTURE CLIENTELING CAPTURE CLIEN
URE CLIENTELING CAPTURE CLIENTELING CAPTURE CLIEN
URE CLIENTELING CAPTURE CLIENTELING CAPTURE CLIEN
URE CLIENTELING CAPTURE CLIENTELING CAPTURE CLIEN
URE CLIENTELING CAPTURE CLIENTELING CAPTURE CLIEN
URE CLIENTELING CAPTURE CLIENTELING CAPTURE CLIEN
URE CLIENTELING CAPTURE CLIENTELING CAPTURE CLIEN

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CAPTURE IS KEY

24. 24
CAPTURE IS KEY?
IN OTHER WORDS –
WITHOUT CAPTURE MARKETING CANNOT:
• Motivate customers to be more recent, or
• Give customers reasons to be more frequent, or
• Influence their overall value upwards
AND RETAIL CANNOT
• Benefit from incremental traffic, or
• Influence customer behavior on the floor.

25. 25
CAPTURE IS KEY?
CAPTURED CUSTOMERS SPEND MORE THAN NON CAPTURED!
The average sale of a captured US customer is about 24% higher
than that of a non captured customer and 22% higher in the EU
WHY?
Because these are the customers we mail and email, telephone and
text, invite to events and preview product with. These are the
customers we “touch” frequently.

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CAPTURE IS KEY?
NOT JUST ANY CAPTURE WILL DO

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CAPTURE STANDARDS –
 Year to April we processed +1.5M transactions and
CAPTURED 700K (48%).
 That doesn’t mean that 48% of those captures are
MAILABLE.
CAPTURE IS KEY

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WHAT’S A PERFECT CAPTURE?
 The simple answer is that a perfect capture is an accurate
capture!
– Complete first and last name
– Land address with the address number
– Correctly spelled street name
– Correctly spelled city name
– Complete ZIP or postal code
– Home address for consumers (no hotels please)
– Complete email address
CAPTURE IS KEY

29. 29
NEW WELCOME PROGRAM,
TECHNOLOGY, AND SUPPORT

30. 30
WELCOME PROGRAM, TECHNOLOGY AND SUPPORT?
1. We have developed three important new customer retention and
sales support tools:
• A WELCOME program designed to support the capture process,
• A leading TECHNOLOGY solution that makes capture simple and
effective and transparent, and
• New INSIGHTS into your customer RECENCY, and FREQUENCY

31. 31
WELCOME PROGRAM

32. WELCOME/ANTIATTRITION DECISION TREE
Account
Open
Welcome
Package
Plastics
Created
2-days Plastics
Inhome
3-days Pre
month
end
Plastics
Mailed 7-days
1 2
3
Usage offer
31
days
PURCHASE
NO PURCHASE
Brooks total
mail stream

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ACTIVATION – TOUCH 1

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ACTIVATION – TOUCH 2

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ACTIVATION –TOUCH 3

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ACTIVATION –TOUCH 4

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CLOSING AND UPSELLING

38. 38
2. SCRIPT SUPPORT
Laura is developing into a much broader clientelling project that will
include the consultative approaches to best support the capture
effort.
Results of her work with be in training Q1, 2012
In addition, for the CA market we have developed a capture
guideline that navigates through the capture restrictions in that
market.

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POS ENHANCEMENT

40. 40
3. POINT OF SALE ENHANCEMENT
FOR CALIFORNIA --
• A non-transaction based capture screen in SAP is in development.
This screen will be used either prior to or post sale consistent with
legal restrictions in the CA market to capture customer contact
information in coordination with the CAPTURE CARD.

41. 41
CUSTOMER RECOGNITION AND
RESALE

42. 42
4. CUSTOMER RECOGNITION
THANK YOU POST EXPERIENCE PROGRAM --
•A thank you email to retail buyers is in development that will be
pushed to retail only buyers thanking them for their contact
information and offering them 10% off their next purchase.
•Site experience personalization will be implemented for Q4
•Integrated Display media will deliver post experience messaging at
key post decision points

43. 43
HOW DO REWARDS WORK?
• BROOKS BROTHERS provides experience and “value” benefits
designed to recognize and reward the two buyer behaviors we’ve
already discussed:
– RECENCY – more recent
– FREQUENCY – more frequent
WHY IS THIS IMPORTANT?
Because the recognition and reward of these customer
behaviors creates habits of behavior in our customers
that are good for sales!

44. 44
SIMPLY – through CRM programs like PASSPORT we motivate more of
the customer behaviors that we know lift sales and increase
customer value measured in:
• RECENCY
• FREQUENCY
• MONETARY
MANAGING CUSTOMER BEHAVIOR!
SALES

45. 45
• REWARDS for both tender and non tender customers will
continue to be developed over the next several years. New
customer benefit to launch is:
BIRTHDAY RECOGNITION
• TIMING -- Test Q1– Rollout Q2, 2012
REWARDS PROGRAM

46. 46
• COLLATERAL DISTRIBUTION --
 Initial inventory will be distributed from NJ
 Replenishment through Vidalia
 Target launch – Fall ’11
-- EXPECTATIONS MANAGEMENT --
Launch is contingent on:
• Email
• SAP
CAPTURE PROGRAM DISTRIBUTION

47. 47
CAPTURE TECHNOLOGY

48. 48
CAPTURE TECHNOLOGY
eReceipts
“WOULD YOU PREFER AN EMAIL RECEIPT PAPER RECEIPT OR
BOTH?”

49. 49
CAPTURE TECHNOLOGY
e RECEIPTS AND CAPTURE --
eReceipts create two important reasons to justify capture to your
clients:
•It’s a record of sale that gives access to warranty benefits, and
•It’s a convenience that saves time.

50. 50
CAPTURE TECHNOLOGY
eReceipts
RECEIPT # AND
ASSOCIATE ID
PROMOTION
INFORMATION
AND LIVE LINK
SOCIAL MEDIA
LINKS – LIKES!!
PRIVACY
POLICY
RETURNS
POLICY

51. 51
CAPTURE TECHNOLOGY
CURRENT STATUS --
1.Laura, Richard and I are meeting August 8th
for draft scripting
2.Joe Brino will develop the BPP mid August
3.Trial in Short Hills and GSP mid to end of August
4. Launch meeting US and EU marketing and retail mid September
5.Rollout end September US and EU

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KEY BEHAVIOR CHANGES

53. 53
KEY BEHAVIOR CHANGES
• WHAT DO WE WANT YOU TO DO DIFFERENTLY
•FIRST – Show your customers that we respect their privacy –
INCLUDE THE PRIVACY POLICY IN YOUR CAPTURE CONVERSATION.
•SECOND – Demonstrate that BROOKS BROTHERS is working to
improve the shopping experience –
SHARE THE BENEFITS OF eRECEIPTS.
•THIRD – Think about influencing your customers RECENCY and
FREQUENCY --
INCLUDE WELCOME BENEFITS AS PART OF YOUR RELATIONSHIP
BUILDING DIALOG.

54. 54
INSIGHTS

55. 55
INSIGHTS
• We have developed two new store reports based on:
1. CAPTURE, and
2. REPEAT PURCHASE

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INSIGHTS
1. Name Capture
• If we capture a customer and touch them 4x in the first six months after sale they are
60% more likely to convert to a second sale.
• What is the difference between your captured rate and your mailable rate?
RETAIL CAPTURE REPORT
Report date: 07/13/11
Period: APRIL
Classification: DOMESTIC
District: Northeast District 1
Area:
Store #: 2
Store Name: Short Hills
DNC PHONE
TRANSACTIONS CAPTURED MAILABLE CAPTURED MAILABLE
MONTH 529 7 338 297 117 241
1% 64% 56% 22% 0% 46%
YTD 1,952 12 1,214 1,063 452 854
1% 62% 54% 23% 0% 44%
MONTH 37,299 138 14,300 11,631 6,883 9,731
0% 38% 31% 18% 0% 26%
YTD 130,851 406 51,877 42,590 25,054 35,042
0% 40% 33% 19% 0% 27%
DOMESTIC
STORE
ADDRESS EMAIL
MAILABLE to
CAPTURED
RATIO
TAKES THE
PLACE OF THE
DASHBOARD
COMPARED TO
TOTAL
DOMESTIC
64% vs. 56%

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INSIGHTS
1. Name Capture
RETAIL CAPTURE REPORT
Report date: 07/13/11
Period: APRIL
Classification: DOMESTIC
District: Boston Area
Area:
Store #: 55
Store Name: Copley Place
DNC PHONE
TRANSACTIONS CAPTURED MAILABLE CAPTURED MAILABLE
MONTH 427 3 148 118 34 88
1% 35% 28% 8% 0% 21%
YTD 1,565 3 589 440 117 286
0% 38% 28% 7% 0% 18%
MONTH 37,299 138 14,300 11,631 6,883 9,731
0% 38% 31% 18% 0% 26%
YTD 130,851 406 51,877 42,590 25,054 35,042
0% 40% 33% 19% 0% 27%
DOMESTIC
STORE
ADDRESS EMAIL
35% vs. 28%

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INSIGHTS
1. Name Capture
RETAIL CAPTURE REPORT
Report date: 07/13/11
Period: APRIL
Classification: DOMESTIC
District: Southeast District 2
Area:
Store #: 76
Store Name: Dadeland
DNC PHONE
TRANSACTIONS CAPTURED MAILABLE CAPTURED MAILABLE
MONTH 439 3 98 79 42 73
1% 22% 18% 10% 0% 17%
YTD 1,609 7 394 315 200 257
0% 24% 20% 12% 0% 16%
MONTH 37,299 138 14,300 11,631 6,883 9,731
0% 38% 31% 18% 0% 26%
YTD 130,851 406 51,877 42,590 25,054 35,042
0% 40% 33% 19% 0% 27%
DOMESTIC
STORE
ADDRESS EMAIL
22% vs. 18%

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INSIGHTS
2. Repeat Purchase
• If we convert 4 - 6% of 1X customers to second sale in a BROOKS BROTHERS owned
store this will deliver approx. +$30.0m to $45.0m per store annually.
• Approx. 10% of our prior years customers shop again in the current year.
• How consistent is our relationship building from store to store and from district to
District: Europe North
Store Number: 3002
Store Name: Hamburg
Lifetime
Dollars Counts % TOTAL
Lifetime
Dollars Counts % TOTAL
NEW $ 9,777 23 21.1% $8,439 27 32.5%
1X (excluding new buyers) $ 44,384 72 66.1% $16,724 39 47.0%
2X $ 9,401 10 9.2% $9,895 11 13.3%
3X + $ 3,257 4 3.7% $6,705 6 7.2%
TOTAL $ 66,820 109 $41,763 83
DISTRICT
NEW $29,728 93 48.9% $12,666 39 39.4%
1X (excluding new buyers) $46,274 79 41.6% $19,247 43 43.4%
2X $11,115 14 7.4% $9,895 11 11.1%
3X + $3,257 4 2.1% $6,705 6 6.1%
TOTAL $90,374 190 $48,513 99
TUMI - FREQUENCY REPORT
YEAR TO DATE
2011 2010
MONTH: 04/30/11
RUN DATE : 07/14/11
ABOVE
DISTRICT BUT
BELOW
GLOBAL

60. 60
INSIGHTS
2. Repeat Purchase
District: MidAtlantic Area
Store Number: 52
Store Name: Georgetown
Lifetime
Dollars Counts % TOTAL
Lifetime
Dollars Counts % TOTAL
STORE
NEW $ 52,523 133 50.8% $43,871 126 41.0%
1X (excluding new buyers) $ 59,405 86 32.8% $113,847 150 48.9%
2X $ 37,882 35 13.4% $34,152 23 7.5%
3X + $ 24,098 8 3.1% $29,194 8 2.6%
TOTAL $ 173,908 262 $221,064 307
DISTRICT
NEW $259,469 818 44.9% $342,892 965 43.0%
1X (excluding new buyers) $592,795 721 39.6% $650,721 868 38.7%
2X $265,480 209 11.5% $325,052 280 12.5%
3X + $123,914 73 4.0% $333,133 132 5.9%
TOTAL $1,241,657 1,821 $1,651,798 2,245
TUMI - FREQUENCY REPORT
YEAR TO DATE
2011 2010
MONTH: 04/30/11
RUN DATE : 07/14/11
THIS IS THE
NUMBER WE
WANT TO
INFLUENCE

61. 61
INSIGHTS
2. Repeat Purchase
District: Texas Area
Store Number: 63
Store Name: Domain
Lifetime
Dollars Counts % TOTAL
Lifetime
Dollars Counts % TOTAL
NEW $ 44,795 128 39.9% $61,627 187 42.4%
1X (excluding new buyers) $ 100,938 132 41.1% $98,041 157 35.6%
2X $ 35,635 49 15.3% $89,159 71 16.1%
3X + $ 24,534 12 3.7% $57,995 26 5.9%
TOTAL $ 205,902 321 $306,821 441
DISTRICT
NEW $405,179 1,088 44.6% $496,340 1,180 43.4%
1X (excluding new buyers) $899,210 980 40.1% $921,698 990 36.4%
2X $288,024 282 11.6% $531,659 386 14.2%
3X + $154,013 91 3.7% $362,601 162 6.0%
TOTAL $1,746,427 2,441 $2,312,297 2,718
TUMI - FREQUENCY REPORT
YEAR TO DATE
2011 2010
MONTH: 04/30/11
RUN DATE : 07/14/11
IF SOME
STORES ARE
DELIVER ING
HIGHER
COUNTS --
WHAT IS THE
PATTERN OF
SUCCESS
BEHIND THEM?

62. 62
INSIGHTS
CURRENT STATUS --
1.The reports you’ve seen today will replace the dashboard
reporting
2.Reports will be integrated into the dashboard -- TBD
3.Report updates will be quarterly
4. Scheduling is TBD
WHY THE TBDs?
We are migrating our customer database to a new vendor –
completion with reporting Jan ‘12

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REPORTS ROUNDTABLE

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• FOCUS ON THE CAPTURE REPORT
• DISCUSSION –
• Privacy
• Tools and tactics
• eReceipts
• Consistency
• TASK –
• 25 minutes:
– 10 minutes to discuss
– 5 minutes to share
– 5 minutes to present
– 5 minutes to vote
• Each District comes up with one great idea
ONE GREAT IDEA

65. 6565