This document outlines 5 ways retailers can boost holiday marketing revenue with big data. It discusses: 1) Understanding customer preferences like in-store vs. online shopping from analytics and offering relevant promotions. Customers who engage across channels are worth 2x as much. 2) Driving up-sells and cross-sells through targeted emails, increasing one retailer's additional sales 13-fold. 3) Creating effective strategies by consolidating transaction and customer data to identify best offers. This increased one pizza chain's sales 12%. 4) Acquiring and retaining customers through personalized multi-channel communications, improving shopping experiences. 5) Delivering consistent branding across all retail channels including online, phone, and stores to coordinate the

1. 5 Ways to Boost
Holiday Marketing
Revenue with Big Data
Rusty Warner, SVP Marketing
September 17, 2013

2. Introductions
Rusty Warner
Senior Vice President of Marketing
SDL Campaign Management & Analytics
@rustywarner

3. Remember when marketing during the holiday
season was a little less complicated?

4. Technology has changed all of that!

5. Holiday Shopping Preferences
In-Store
On-Line
US
UK
51%
49%
40%
54%
Source: SDL Report: Preferences on Holiday Shopping Experiences, December, 2012

6. Holiday Shopping Preferences
Source: SDL Report: Preferences on Holiday Shopping Experiences, December, 2012
Why Shop In-Store?
Why Shop On-Line?
US Respondents UK Respondents
Evaluate Products 75.1% 44.5%
No Shipping Costs 52.3% 39.2%
In-Store Discounts 48.6% 39.0%
US Respondents UK Respondents
Avoid Crowds 59.7% 28.6%
Home Convenience 52.5% 30.9%
On-Line Discounts 38.2% 36.8%

7. Q Which resources do you use to research gift purchases?
Check all that apply.
1. On-Line Search (e.g., Google, Yahoo)
2. In-Store
3. Retailer Website
4. Facebook
5. Pinterest
Interactive Moment

8. Holiday Shopping Preferences
Source: SDL Report: Preferences on Holiday Shopping Experiences, December, 2012
Most Influential Sources
Least Influential Sources
US Respondents UK Respondents
On-Line Search 49.0% 42.8%
In-Store 43.2% 61.8%
Retailer Website 39.1% 60.5%
US Respondents UK Respondents
Facebook 3.9% 8.2%
Pinterest 2.3% 2.3%
Twitter 0.75 2.6%

9. How can marketers keep pace with individual
customer preferences?
• Understand customers with analytics
• Engage customers with relevant offers
• Orchestrate cross-channel communications

10. 5
Deliver Consistent
Brand Messaging
Across All Channels
4 Acquire and Retain
More Customers
3 Create More Effective
Marketing Strategies
2 Drive Up-Sells
and Cross-Sells
Optimizing engagement begins with customer
insights…
1 Boost Multi-Channel
Conversions

11. • Retail TouchPoints Cross-Channel Analytics Award 2012
• Smart Card Asia Multi-Channel Retailer of the Year 2013
• Australian Retail Awards Multi-Channel Retailer 2013
Specialty Fashion Group 1 Boost Multi-Channel
Conversions

12. • eDM open rate uplift of 12%
• eDM click-through rate increase of 44%
• From 32.4% to 45.7% in email member contribution to sales
• Average campaign ROI of more than 1,800%
• 2,200% ROI on most recent 200 eDM campaigns
Specialty Fashion Group
“Data is a critical component of our business, but too much or erroneous
data can be detrimental to our customer relationships. Working with SDL,
we are able to better understand our customer information and, as a
result, deliver promotions and information through the right channel at the
right time.”
Alison Henriksen, CFO of SFG
1 Boost Multi-Channel
Conversions

13. Q How much more life-time value is generated by a customer
active in multiple channels versus one channel?
1. 50%
2. 100%
3. 200%
4. 300%
5. 400%
Interactive Moment

14. Specialty Fashion Group

15. Dave & Busters 2 Drive Up-Sells
and Cross-Sells
• 60 retail venues
• Interactive entertainment
• Food and beverage service

16. 2 Drive Up-Sells
and Cross-Sells
• $52 million in additional sales compared to only $2 million for
non-targeted emails over a one-year period
• 13 times greater sales for registered members: $38.50 per
customer versus $2.85
• Double email sales contribution since program inception
Dave & Busters
Solution Implemented by

17. 3 Create More Effective
Marketing Strategies
• Consolidation of transaction data and
customer data by delivery zone
• Propensity models to identify best
options in different delivery areas,
and best days for special offers
• Deeper customer understanding for
higher revenues from up-sell items
such as garlic bread, chicken wings,
desserts and beverages
International Pizza Franchiser
“You better cut the pizza in four pieces
because I'm not hungry enough to eat six.”
- Yogi Berra

18. • 12% uplift compared to usual store promotions
• Total increase in eCommerce sales of 46.3% in 2012
• Mobile sales increase of 187%
International Pizza Franchiser 3 Create More Effective
Marketing Strategies

19. 4 Acquire and Retain
More Customers
• Individually tailored emails to existing and prospective
customers
• Personalization for simple as well as complex multi-channel
communications
• Overall goal: improve the shopping experience
European Electronics Retailer

20. Q What contributes most to a positive shopping experience?
Choose your top 3.
1. Product Quality for Price
2. Holiday Sales / Discounts
3. Good Product Selection
4. Sales Associates Available
5. Free Shipping / Easy Returns
Interactive Moment

21. Holiday Shopping Preferences
Source: SDL Report: Preferences on Holiday Shopping Experiences, December, 2012
Product Quality for Price
Holiday Sales / Discounts
Good Product Selection
Sales Associates Available
Free Shipping
Easy Returns

22. 5
• On-line and telephone orders for delivery
• Early adopter for SoLoMo strategy
• Consistent messaging across 6 brands
Gift & Floral Retailer
Deliver Consistent
Brand Messaging
Across All Channels

23. Conclusions
• Leverage Big Data to boost
retail revenues during the
holidays and throughout
the year

24. 5 Ways to Boost
Holiday Marketing
Revenue with Big Data
Rusty Warner, SVP Marketing
September 17, 2013
Thank You!