This document outlines a digital CRM and marketing planning session. It discusses evolving marketing strategies and the need for an integrated approach across various digital channels. The document proposes measuring customer acquisition costs and lifetime value to optimize profitability. It also suggests building customer segmentation and personalized campaigns based on behaviors to deepen engagement and relationships over the long term in a multichannel environment. Key discussion points focus on improving engagement, optimizing touchpoints, integrating data and analyzing acquisition costs.

1. DIGITAL CRM AND
MARKETING
PLANNING SESSION
Prepared by: Charles de Gruchy
April 22, 2014
1

2. MARKETING STRATEGY HAS EVOLVED
2

3. SEMANTICS of Social Connections
SEMANTICSofInformationConnections
IN A DIGITAL AND CONNECTED WORLD
3

4. 1. SEO
2. SEM
3. CONTENT MARKETING
4. EMAIL MARKETING
5. SOCIAL MEDIA
6. BLOGS
7. TELEVISION AND RADIO
8. OUTDOOR
9. MOBILE
10. DISPLAY
11. RETARGETING
12. PUSH
13. OUTBOUND
14. INBOUND
WHERE AN INTEGRATED MARKETING STRATEGY IS REQUIRED
4

5. AND DIGITAL ACQUISITION IS TAKING FIRST PLACE
5

6. WHERE TRAFFIC DRIVES TO MARKETING MANAGEMENT
6
NEW
RETURNING

7. BASED ON CUSTOMER LIFECYCLE BEHAVIOR MANAGEMENT
7

8. APPROACH TO SUPPORT AUTOMATED, TRIGGERED, PERSONALIZED CAMPAIGNS
AND CUSTOMER LIFECYCLE CAMPAIGN MANAGEMENT
8

9. SUPPORTED BY THE SINGLE VOICE OF THE BRAND
9
INTEGRATED CONTENT STRATEGY

10. WITH A BALANCED FILE STRATEGY
Net customer analysis delivers a net additions/losses view of customer acquisition
on a daily, weekly, monthly, fiscal, etc basis.
The analysis is one view of forecasted customer activity looking 6 months forward.
The key elements of the analysis are expressed in relation to:
• Total file
• Active buyers
• Total New
• Returning
• Inactive
10

11. 11
AND MANAGED CUSTOMER ACQUISITION COSTS

12. 12
OFFSET WITH A LIFETIME VALUE STRATEGY
RULE = LTV > 3X Customer Acquisition Cost
CUSTOMER PROFITABILITY IN 12 MONTHS

13. WITHIN SOCIAL COMPLEXITY AND INTEGRATED DATA
13

14. SCALED AND AUTOMATED
14

15. OPTIMIZED THROUGH STRATEGIC ALIGNMENT
15

16. WITH PRODUCT DELIVERING TO KEY BUYER MOTIVATORS
16

17. 17
• Google Search
• Web Site
• Mobile app
• Reviews
• Blogs
• Social media
• Influencers
• Trial
• Mobile to retail
• Desktop to retail
• Mobile in store
WHERE CUSTOMER BEHAVIOR HAS NEW DIMENSIONS

18. 18
IN A MULTI TOUCH CONTACT WORLD

19. UNDERPINNED WITH AN ANALYTICS INFRASTRUCTURE
19

20. AND PROGRESSIVE DATA STRATEGY
20

21. GROUNDED IN RFM BUT BUILT THROUGH LIFECYCLE
21

22. SEGMENTS ENHANCED THROUGH PRIMARY RESEARCH
22
Survey 1: Segmentation
(Golden question that will help us identify your
segment(s)
1. Frequency of shop
2. Who shops at Brooks Brothers’
3.Degree Enjoyed/disliked shopping experience
4.Indicated what smart means to them
5.Categorizes shopped/not shopped

23. BUILDING PROFITABLE CUSTOMER MANAGEMENT
23
SEGMENTATION = PROFITABLE MANAGEMENT OF INDIVIDUAL RELATIONSHIP

24. AND WHILE CAMPAIGNS DELIVER TO NEEDS
24

25. A dynamic customer grooming program that deepens customer relationship
via targeted, relevant and personalized content presentation. The program:
• Facilitates discovery of new categories and helps customers find the
products they like,
• Optimizes the time they spend shopping across channels,
• Helps transform personal standards, and
• Aligns customer expectations with the brand proposition.
The result is that shopping at Brooks Brothers makes the brand synonymous
with shopping smart and living better.
ENGAGEMENT BUILDS LONG TERM VALUE
25

26. AND FAIR EXCHANGE OF VALUE IS NOT NEGOTIABLE
26
In a world where everything is visible…

27. WITH NON NEGOTIABLE KPIs
27

28. 28
PLANNING SESSION DISCUSSION POINTS
BOTTLENECKS
• Where are we failing to engage prospects? How?
• What changes need to be made?
• Marketo integration
CREDIT BUSINESS
• Elite customer management
• Differentiated value prop. Visible or Surprise & Delight strategy
CONVERSION RATES
• Optimization opportunities
• Test concepts
• Eliminate Silos
COST OF CUSTOMER ACQUISITION
• Rolling segmentation out across the business
• Integrated view of prospects and customers
ENGAGEMENT
• Where are we failing to engage prospects?
• How? Touchpoint optimization. Multi touch ROI.
CUSTOMER RETENTION
• Role of customer service
• Role of the credit business

29. DISCUSSION
29