Respond to customer data, behavior, context, and circumstance in real time.

1. #monetatesummit
MatthewButlein,President, Freshpair.com
Customer
LifecycleMessaging
Respondtocustomerdata,behavior,
context andcircumstancesinrealtime

2. Intro to Underwear
1. There’s a lot of different
kinds of underwear out there
2. People have very different
attitudes towards underwear
3. It’s a very personal and
confusing category for the
customer

3. Who We Are
‣ W: bras, panties, shapewear, hosiery,
sleepwear & socks
‣ M: underwear, t-shirts, swim, shapewear,
sleepwear & socks
!
!
• Founded in 2000, NYC-based
• 130+ brands of men’s and women’s
underwear (from Kohl’s to Saks)
• Monetate customer for over 5 years
• We’ll help you find the underwear that
will make you look & feel your best

4. The Problem
Without knowing anything about a prospect, it’s very
difficult to help her/him find the best underwear.
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5. The Problem
Hypothesis:
Prospects are telling us what they’re interested in.
If we use that data to send them more relevant content,
they’ll buy more from us in the short- and long-term.
!
Measurement:
1.$/prospect during Welcome Series
2.3-, 6- and 12-month prospect cohort revenue

6. The Solution
• Architecture: Smarter Remarketer + Responsys + Monetate
‣ Implicit data from site browse activity
‣ Explicit preferences from email interaction
‣ Imported browse data from Smarter Remarketer into Responsys
‣ Created the lifecycle campaign in Responsys Program
‣ Used Monetate to create on-site continuity with each email
• Make it measurable and flexible so we can iterate over time
- Browse activity drives dynamic content
- Email interaction drives frequency/resends
- Content interaction drives content in future emails
• Leverage relevant shopper data to drive communication and content

7. The Solution Cont.
EXPLICIT&OR&
IMPLICIT&
PREFERENCES

8. The End Result
• ~30 days in to the test, it’s too early to look at
3-, 6- and 12-month cohorts
!
• However, during our Welcome Series the $/
prospect increased by +13%

9. Next Steps
• Shift more from ad hoc to triggers
• Push data from Welcome interaction to
triggers down the line
• Deeper Monetate integration to pass them
customer segments so they can tailor more
of the site experience