Barbara Canning Brown set the tone and direction for customer marketing and it was a big shift from the program driven approach currently in place. She brought in Charles de Gruchy to support an analytics strategy more consistent with market. Her approach was simple -- identify and manage customer value and segment and customize consistent with investment return. And, it worked!

1. 1
CRM Strategy
Prepared by
Barbara Brown
February 12, 2008

2. 2
WHAT CRM CONTRIBUTES TO TRU
 Brand equity
 Brand preference
 Incremental sales (trial, cross purchasing, attachment, etc.)
 Customer loyalty
 Customer advocacy
 Customer lifetime value
 Optimize marketing and communications spend
 spend to customer value or customer potential
 more expensive to get a new customer versus optimize existing

3. 3
UNKNOWN PROSPECTS AND
CUSTOMERS
One Size
Fits All
KNOWN CUSTOMERS
One To
Select
Groups
KNOWN INDIVIDUALS
One To
One
THE MIGRATION PROCESS FROM CURRENT TO PROPOSED
Broad targeting
Mass advertising
Product and promotion
driven
Segmented targeting
Customized
communications
Category and Product
usage driven
Individual targeting
Personalized
communications
Behavior and Value
driven

4. 4
STEPS TO MIGRATING THE CUSTOMER
RelationshipConversionAcquisition
Framework

5. 5
CRM TACTICS
Relationship
Register
Conversion
Opt-In
Join
Acquisition
List Rental
Paid Media
Strategic Partners
Affinity/Affiliate
Offer
Incentive
Value Exchange
Channels
DM | Email | Events
Shared Values
TacticalPlanFramework
Community
Services

6. 6
CRM IN RELATIONS TO DATA CAPTURE
Data Capture
Relevance
Join
Register
Opt-in
 Email address
 First Name
 Opt-In
Join/Multi Purchase
Complete profile
for complete
program
Register/First
Purchase
Register for news,
updates, relevant offers,
tips, etc.
Opt-in/
Register/Attend an
event
Sign up to receive generic
newsletter
 First Name
 Last Name
 Email address
 Postal address/zip
 Category/Product
Usage
 Preferences
 Opt-In
 First Name
 Last Name
 Email address
 Postal address/zip
 Category/Product
Usage
 Preferences
 Segmentation
 Opt-In
 Profile answers

7. 7
CRM SUCCESS METRICS
 Registration/New to File
 Opt-in
 Conversion Rate
 Opt-outs
 Purchases
Category
Product/SKU
 Purchase $ Value
 Retention Rate - % 12-month active opt-ins
 % of total registrants
 Offer Response Rate
 Direct Mail Response
 Email Response
 Newsletter Interactions
 Conversion of prospects to customers – offer
redemption and re-qualification
 Cross-sell/Up sell response among customers
 Program Interactions
Wish lists completed
Downloads/Sharing
Gift Registry, etc
Event attendance.
 Purchase Frequency
 Purchase Recency
 # of Log Ins
ACQUISITION RELATIONSHIP MANAGEMENT
CUSTOMER ENGAGEMENT

8. 8
UNKNOWN
PROSPECTS AND
CUSTOMERS
One Size
Fits All
KNOWN CUSTOMERS
One To
Select
Groups
KNOWN INDIVIDUALS
One
To
One
Broad targeting
Mass advertising
Product and promotion
driven
Segmented targeting
Customized
communications
Category and Product
usage driven
Individual targeting
Personalized
communications
Behavior and Value
driven
WHERE WE ARE NOW

9. 9
WHERE WE ARE GOING

10. 9
WHERE WE ARE GOING