We sit down with Luxottica's Ryan McGuire, Contact Management owner of iconic retail brands like Sunglass Hut and Lenscrafters, to hear how Luxottica is reshaping their email marketing strategies by brand, using advertising to grow each brand's email reach, finding new email subscribers that look like their best ones at scale, and re-engaging inactive users on channels like Facebook. Every email marketer will walk away with new ideas to think about omni-channel marketing done right.

1. #CNX16
Using email and advertising together
to grow revenue

2. #CNX16
Gabe Joynt
Director, Product Marketing
Salesforce
@gabejoynt

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5. By combining email and advertising, retailers:
• Reached 119% more of their email list1
• Increased email CTR by 8%2
• Converted 22% more openers to purchase2
• Drove a $13:1 ROI amongst inactives3
1 – Salesforce Marketing Cloud and Facebook studies (aggregate), March 2014 -- November 2015
2 - Salesforce Marketing Cloud and Facebook study March 2014
3 – Salesforce Marketing Cloud and online retailer studies March 2013-December 2014 (aggregate)

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Ryan McGuire
Director, Contact Management, CRM & Analytics
Luxottica

7. Luxottica is the World’s Leading Eye Wear Company

8. Global retail leader in Optical and Sun
Over 7,000 stores worldwide
……………………………………
Leading premium optical
retailer in:
§ North America
§ Central & Latin America
§ Europe
§ South Africa
§ Greater China
§ Asia
§ Pacific
……………………………………
A strong and diversified retail
brand portfolio

9. The right message to the right person at the right time…

10. CRM has three main reasons for being at Luxottica
Complement our strengths to become a customer-centric organization
• Analyze and understand our customers
• Inform our brands’ action plan
• Deploy the most appropriate engagement strategy

11. Luxottica’s journey
with Salesforce
Why look beyond email? Advertising + Email pilot
and measurement
approach
1 2 3

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Questions?

15. Over 50 years of excellence

16. The best brand portfolio in the industry
ENTERS
THE GROUP
Proprietary
Brands
Licensed
Brands

17. Global retail leader in Optical and Sun
Over 7,000 stores worldwide
……………………………………
Leading premium optical
retailer in:
§ North America
§ Central & Latin America
§ Europe
§ South Africa
§ Greater China
§ Asia
§ Pacific
……………………………………
A strong and diversified retail
brand portfolio

18. The right message to the right person at the right time…

19. CRM has three main reasons for being at Luxottica
Complement our strengths to become a customer-centric organization
• Analyze and understand our customers
• Inform our brands’ action plan
• Deploy the most appropriate engagement strategy