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Shopper marketing insights for retailers webinar

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Describes customer insights that marketers can use to address the challenges they face in the age of the empowered customer. contains examples of how leading retail companies are using customer big data analytics to create more personalized engagement with their customers and increase conversion rates and customer loyalty.

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Shopper marketing insights for retailers webinar

  1. 1. Intelligent Customer Engagement™ Suite Right Channel, Right Message. Right Now Shopper Marketing Insights for Retailers September 11, 2014
  2. 2. Shopper Marketing Insights for Retailers Rusty Warner Principal Analyst Forrester Research Richard White Advisor to Capillary Technologies Janet Jaiswal VP of Marketing Capillary Technologies Private and Confidential 11/4/2014 2
  3. 3. • Introductions • The Age of the Customer • Big Data Analytics • Retail Case Studies • Key Takeaways • Q & A Agenda Private and Confidential 11/4/2014 3
  4. 4. The age of the customer Obsession and context © 2014 Forrester Research, Inc. Reproduction Prohibited 4
  5. 5. We have entered the age of the customer › Age of the customer — a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 5
  6. 6. Customer obsession: A customer-obsessed enterprise focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers. © 2014 Forrester Research, Inc. Reproduction Prohibited 6
  7. 7. Marketing has a new remit: context.
  8. 8. How context changes marketing BEFORE CONTEXT: AFTER CONTEXT: • Campaigns • Targeting • Customer segmentation • Media schedules • Messages • Transactions • GRPs and CPMs • Interactions • Engaging • Customer recognition • Customer moments • Utility • Value exchanges • Minutes of engagement Source: April 14, 2014, “The Power Of Customer Context” Forrester report
  9. 9. The customer life cycle is contextual… ENGAGE Customers connect with brands for nonservice reasons across ASK DISCOVER Customers are exposed to the initial trigger that will lead them purchase of an existing need. EXPLORE USE BUY to a new need or repeat Customers research your brand and product — and their other options. Customers go through the purchase process and complete the transaction. multiple channels. Customers reach out to get service or help with a purchase. Customers take possession of their purchase, which includes initial and ongoing impressions of it. © 2014 Forrester Research, Inc. Reproduction Prohibited 9
  10. 10. …And interactions depend on insights ENGAGE Insights ASK Interactions DISCOVER EXPLORE USE BUY © 2014 Forrester Research, Inc. Reproduction Prohibited 10
  11. 11. Poll #1 : In your opinion, what are the main barriers for marketers to overcome in the shift towards customer-driven marketing? • Lack of capabilities to manage and analyze Big Data • Executing relevant, timely, channel-specific delivery • Measuring the value through incremental sales • Lack of support from senior management • Overcoming the previous organizational mindset Private and Confidential 11/4/2014 11
  12. 12. Big data Analytics in the age of the consumer © 2014 Forrester Research, Inc. Reproduction Prohibited 12
  13. 13. Big data uproots traditional analytics and offers opportunities to: › Serve the needs of contextual customer experiences › Dig deeper for predictive insights › Understand the role of real-time digital data Source: April 22, 2013, “The Consumerization of Customer Analytics” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 13
  14. 14. A data evolution is underway Less than 15% of data used for business intelligence (BI) Source: May 28, 2014, “Big Data’s Big Meaning For Marketing” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 14
  15. 15. Big Data: Emerging business practices and technologies that close the gap between the amount of data available and your ability to use it for business insight © 2014 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. Big data in the modern world © 2014 Forrester Research, Inc. Reproduction Prohibited 16
  17. 17. Big data in the eyes of marketers © 2014 Forrester Research, Inc. Reproduction Prohibited 17
  18. 18. Time for marketing to reset on big data 8% “Which view of big data is most aligned to yours?” Technology Management Business 14% 35% 34% 7% 12% 21% 40% 35% 30% 25% 20% 15% 10% 5% 0% Hype Technology BI New Confusing Base: 701 North American data and analytics decision makers Source: Business Technographics Global Data And Analytics Survey, 2014 30% 30% 9% © 2014 Forrester Research, Inc. Reproduction Prohibited 18
  19. 19. The big question… “How can big data help me delight my customers?” © 2014 Forrester Research, Inc. Reproduction Prohibited 19
  20. 20. A matter of perspectives… Source: June 19, 2014, “How Analytics Drives Customer Life-Cycle Management” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 20
  21. 21. Drive value across the life cycle Source: June 19, 2014, “How Analytics Drives Customer Life-Cycle Management” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 21
  22. 22. Analytics across the life cycle Source: June 19, 2014, “How Analytics Drives Customer Life-Cycle Management” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 22
  23. 23. Poll #2: What are the primary hurdles to successfully leveraging data in your marketing organization (check all that apply) • Building reports that surface actionable insights • Don’t have the team members with the right skills to leverage the data • Limited budget to install necessary technology • Limited team capacity to prioritize • Culture doesn’t embrace data Private and Confidential 11/4/2014 23
  24. 24. Retail case studies From insights to customer experience © 2014 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. › Tracks both shopper and item-level data › Secures shoppers beyond loyalty program › Provides insights to small suppliers › Enables shopper-focused assortments › Defines individual, adaptable store planograms © 2014 Forrester Research, Inc. Reproduction Prohibited 25
  26. 26. › Established a big data sandbox to unearth shopper insights › Designed a social media program to leverage shopper content › Developed even more personalized shopping experiences › Recognized as a destination retailer › Focused on customer experience © 2014 Forrester Research, Inc. Reproduction Prohibited 26
  27. 27. › Combines shopping data with social media › Creates more actionable shopper segments › Enriches the shopping experience with insights › Providing seamless access to ANN INC. brands › Complementing wear-to-work and special occasion styles with affordable, effortless styles via Loft › Focusing on various shopper roles and redefining business strategy – “EVOLVING WITH HER” © 2014 Forrester Research, Inc. Reproduction Prohibited 27
  28. 28. > Increased its repeat visits per month by 15+% > Realized a 5% increase in same store transaction growth (SSTG) > 38% increases in campaign response rates with only a 14% increase in communications > Won Loyalty & Engagement Awards for "Best CRM Strategy" and "Best Use of Relationship Marketing (B2C)“ > Won CMO Asia Award for "Best Use of Marketing Communications” Private and Confidential 11/4/2014 28
  29. 29. “Merely having an incredible data capturing mechanism does not mean business decisions can be taken effectively. Capillary’s ability to predict future performance helps us take important and reliable business decisions.” –Sumesh Bhat, Business Head > Obtained customer insight through real-time dashboards and reports > Created campaigns that increased incremental sales per individual (achieved 4x campaign target) > Realized 130% ROI on margin within 3 months Private and Confidential 11/4/2014 29
  30. 30. Poll Question #3: What do you believe are some of the biggest challenges facing marketers today (select all that apply): • Too much Big Data – don’t know how to handle it all • The complexity of omni-channel marketing • Measuring and delivering marketing ROI • Delivering timely, personalized communications • Adjusting company mindset & budgets to 1:1 communications Private and Confidential 11/4/2014 30
  31. 31. Capillary Technologies Intelligent Customer Engagement Company Overview
  32. 32. Challenges Capillary solves How can I retain ? more customers? ? in the store? How can I increase my cross-sell / up sell revenue through personalization? How can I improve my Marketing ROI? ? ? How can Store Associates better engage customers Private and Confidential 11/4/2014 What can I do to increase revenue? ? How can I bring more people into my store? ? How can I get my customers to increase their Average Basket Size? How can I improve my marketing campaign results? ? How can I market to my omni-channel customer most effectively? ? ? How can I identify my most loyal customers? And manage my loyalty program? ? 32
  33. 33. The Capillary Value Built for retailers only Integrated, multi-channel loyalty Integrates with most leading POS Real-time customer analytics Complete customer engagement platform Data integration across channels for key insights Private and Confidential 11/4/2014 What can I do to increase revenue? ? How can I retain ? more customers? How can I increase my cross-sell / up sell revenue through personalization? ? How can I improve my Marketing ROI? ? How can I bring more people into my store? ? How can Store Associates better engage customers ? in the store? How can I get my customers to increase their spend? How can I improve my marketing campaign results? ? How can I market to my omni-channel customer most effectively? ? ? How can I identify my most loyal customers? And manage my loyalty program? ? 33
  34. 34. Typical customer results 3%-5% Same Store Growth Private and Confidential 11/4/2014 10% Customer Frequency 15% Average Bill Value 3-5X ROI on Margins 30% Customer Retention Rate 34
  35. 35. Our solution is focused on the Retail industry Private and Confidential 11/4/2014 35
  36. 36. Major Focus • Customer big data analytics • Loyalty program management • Campaign management • Store clienteling • Omni-channel engagement Global Expertise 150+ customers 10,000 stores 100 million consumers Privately held company with 350 employees across 7 offices in US, UK, UAE, SA, AUS, APAC and India Customers About Capillary Technologies Awards Accolades Private and Confidential 11/4/2014 36
  37. 37. Key Takeaways Build a customer engagement intelligence platform – Turn big data into business insights to understand all of your customers Ideation: Set realistic expectations – Start small with a pilot and take a learnings-based approach Implementation: Deliver success then expand rapidly – Measure results and then incorporate into all marketing programs Private and Confidential 11/4/2014 37
  38. 38. Rusty Warner Principal Analyst Forrester Research http://www.forrester.com/Rusty%20Warner Richard White Advisor to Capillary Technologies RWhite@CapillaryTech.com Janet Jaiswal VP of Marketing Capillary Technologies Janet@CapillaryTech.com Complete feedback to receive the Customer Intelligence White Paper

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