This document discusses creating an omnichannel retail experience to build customer loyalty. It defines omnichannel marketing as delivering the right message to customers through the right channels at the right time. The document outlines examples of how companies like Slendertone, Elemis, and Screwfix have used tools like dotmailer to integrate customer data across channels and automate personalized marketing campaigns through email, websites, apps, and more. This helps drive engagement, conversions, and sales across the customer journey from acquisition to retention.

1. Connecting the dots:
Creating an omnichannel
retail experience that
builds loyalty
Stephanie Kershaw
4th May 2016

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Agenda
• What do we mean by Omni Channel?
• Customer Journeys
• Client examples
• Tools to help

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What do we mean by omnichannel?
7.5%
9.5%
89%
30%

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The omnichannel marketing hype
“Big data driven hyper-personalized
omni-channel contextual customer
experiences delivered by cloud based
marketing automation solutions”

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The omnichannel marketing reality
“Blah blah driven blah-blah blah-blah blah
customer blah delivered by blah blah blah
blah solutions”

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Hype
“Big data driven hyper-personalized
omnichannel contextual customer
experiences delivered by cloud based
marketing automation solutions”

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Hype
“Big data driven hyper-personalized
omni-channel contextual customer
experiences delivered by cloud based
marketing automation solutions”

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Back to the Future
…omni-channel customer
experiences…
Right Message

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Back to the Future
…omni-channel customer
experiences…
Right Message and Right
Channel

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Back to the Future
…omni-channel customer
experiences…
Right Message and Right
Channel
Big data driven hyper-personalized
…
Right Person

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…omni-channel customer
experiences…
Right Message and Right
Channel
Big data driven hyper-personalized
…
Right Person
…marketing automation… Right Time
Back to the Future

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Considering the buyers journey

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Acquisition
1. Pop overs
2. E-receipts
3. Social media
4. Surveys

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Remarketing
Minimize negative cost factors:
1. Consider free delivery
2. Offer a discount
3. Sent a prompt

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Conversion
1. Be where they are
2. Use your existing touchpoints
- welcome/new subscribe
1. Tailored content
2. Incentives

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Retention
1. Follow it up.
2. Put yourself in their shoes
3. Mix it up a bit
4. They review. You re-new!
5. Time is a great healer

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Client examples

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Slendertone
CASE STUDY
• Combines data from the Connect Abs wearable, the Connect App into dotmailer
• Keeping customers engaged after their wearable device purchase.
• 3 touch campaign encompassing email, landing pages
Results:
• 21% success rate in encouraging
people to come back and use the
belt

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Elemis
CASE STUDY
• International skincare brand – (1600+ spas &
salons worldwide)
• Aim to emulate the instore experience of
talking with a salesperson
• Using custom variables and rich media
Results:
• 30% increase in conversion by adding guided
content over and above faceted navigation
• 27% increase in revenue driven by automated
campaigns within six months of launch

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Screwfix
CASE STUDY
• Screwfix is the UK's largest multi-channel supplier of
Trade Tools, Plumbing, Electrical, Bathrooms and
Kitchens.
• With over 30 years’ experience in the industry, they
dispatch tens of thousands of parcels every week for
next day and weekend delivery to tradesmen, handymen
and serious DIY enthusiasts all over the UK.
Results
• Sales growth of 27.9 % in 6 months
• Store numbers up by a third

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Some tools you can use

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Omnichannel marketing:
• Channel Extensions
- Automate marketing across multiple channels including email, SMS, direct mail,
phone-calls and the web
• Integrate with your CRM or ecommerce platform
- The more data you have on your customers the better and integrations allow lots of
data to be captured
• Get visibility of where customers are interacting and the ability to engage with them on
that channel
- Collate browser behaviour, from the duration of their visit, the pages they’ve looked at
to the device they used to get there, dotmailer stores this insight for you to use to
build powerful customer segments

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Thank you
Questions?