How The North Faces Inspires Consumers to Live a Life of Exploration
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The document discusses Chiara Rossitti's role as CRM/Email Marketing manager at The North Face and outlines the company's customer data acquisition, enhancement, and 1:1 marketing strategies. It includes information on their customer consideration, awareness, purchase, and post-purchase retention efforts across digital channels and retail. Charts provide insights into their customer profiling with metrics like transactions, time since last purchase, frequency, monetary value, and proportions of prospects, active customers, and inactive customers. It also details a recent eBook sample incentive campaign to drive newsletter signups.
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How The North Faces Inspires Consumers to Live a Life of Exploration
- 1. Chiara Rossitti CRM/Email Marketing manager The North Face
- 2. ENABLE PEOPLE TO LIVE A LIFE OF EXPLORATION
- 8. CONSIDERATIONAWARNESS PURCHASE POST PURCHASE RETENTION CHANNEL Digital receipt E C O M R E T A I L Welcome program Newsletter Sign Up Welcome program Abandoned cart Weekly newsletter Order confirmation Post purchase Survey Shipment or Cancellation Post purchase Survey Weekly newsletter Happy birthday Newsletter Weekly newsletter
- 9. Active Inactive Prospect # Transactions # Days since last purchase One-Time Repeater Amount Spent Recency Frequency Monetary
- 10. 2/3rd are Prospects 15% are Active 11% are Inactive
- 11. 2/3rd with one purchase 10% with more than one purchase
- 12. Data Acquisition // Leveraging Brand assets/content eBook sample offered as incentive for Newsletter Sign Up Active in August in selected English-speaking countries “Thank you” page with links to download a free sample and pre-order on Amazon +10% registrations vs baseline Tied to brand DNA to foster consumer engagement Approx +10% registration
Editor's Notes
- our CRM recognizing every consumer across all touch points TO understand their needs and create long term client relationship. tailor the marketing activities increase the effectiveness of marketing efforts. We want our CRM to enable recognizing every consumer (buyer and prospect) across all touch points to understand their needs and nurture long term client relationship. The main goal of our team is to tailor the marketing activities according to the specific behavior of The North Face clients and therefore increase the effectiveness of marketing efforts.
- Collect the data of clients Online and In store Online we have many touch points (with the PopUp, on the header and footer of the website, we have a newsletter page,and SignUp form for dedicated In store it means to Take the opportunity in every moment (during the events, store Opening, Athlete’s speech) to collect the info of the client
- The CRM strategy we are putting in place is: Collect the data of clients Online and In store This is a starting point to know who are our clients. Is important to use and take every occasions (during the events, in the transactional process, during a store opening, when we launch a new collection online…) to get the info. Online we have a popUp, we have a newletter page on the header and the footer of the website, we have an “ad hoc” signUp form in a events page…
- We want to enrich our database (not just the email address), With a transactional, behavioral and demographic data. In order to tailor our marketing activities Complete yuor profile activity
- The CRM strategy we are putting in place is: Thanks to the information collected we can start to build a 1 to 1 communications and start to send an “ad hoc” marketing campaigns tailored on the Customer behavior
- Here below an overview of “TNF Customer Journey” that allow us to see how often we contact the customer, with the split by channel In this journey there is a mix between transactional emails, commercial emails, triggers and product emails. We can say that the Trigger emails are more profitable than the standard email
- We have created the RFM matrix to have a Better Segmentation for eMail marketing Recency: Active (people who did at least one purchase in the last 18th months) /Inactive (people who did at least one purchase more than 18th months ago) / prospect (never purchased) Frequency One time (user with 1 transaction) , Repeater (users with more than 1 transaction) Monetary: how much they spent (LTD, YTD, in the last 18th months)
- …and now we know that: 2/3 of our subscribers never purchased. We are putting in place some strategies to try to convert them for the first time ( Entry-price products /Iconic products) 15% are Active, so they have purchased in the last 18th months. We can exclude them when newsletter frequency increases (2nd or 3rd newsletter in the same week) 11% are Inactive, so they have purchased more than 18th months ago. We can think to contact them with a special offer to come back
- …we know that 2/3rd did 1 purchase and 10% did more than one transaction.
- We thought an alternative strategy (instead of a monetary incentive that works for sure) more appealing and more in line with the DNA of the brand. In August we tested a new kind of “Incentive” : to give 5 free chapters of “Clymbing behind” book written by 2 of our athletes as a gift for the Sign-Up. The result was approx +10% of registrations eBook sample offered as incentive for Newsletter Sign Up Active in August in selected English-speaking countries “Thank you” page with links to download a free sample and pre-order on Amazon +10% registrations vs baseline Tied to brand DNA to foster consumer engagement
- Same HTML Different Subject line Sent to not openers Additonal 78% of Revenue generated Laveraging on the same assets
- …and this is an example of how to contact a very specific segment of subscribers based on where they live. The objective is to contact the clients also to drive traffic to the stores and increase a brand experience We want to promote the event in store ( Weekly free workout in this specific case). We have a good Open rate. In this case the subscribers receive an email where they can register themselves to a Free weekly sessions (on EventBrite website) For the Retail channel, We have also a Store Opening communications ( like a store with an Urban exploration collection)