Presentation from the NRF 2019 Retail's Big Show Omer Artun, CEO, AgilOne Erik Lautier, EVP, Ecommerce & Chief Marketing Officer, francesca's

1. How a Customer Data Platform
Makes Authentic Marketing
a Reality

3. How a Customer Data Platform
Makes Authentic Marketing
a Reality
Omer Artun
CEO
AgilOne
Erik Lautier
EVP, Ecommerce &
Chief Marketing
Officer
francesca’s

4. COMPAN
Y
BACKGROUND

5. Our Boutiques
• Average of 1,400 square feet
• Warm and inviting
• High-touch service model that delivers
personalized guest experience
• Local feel
• Clothing, jewelry, accessories, shoes,
home & gift

6. Merchandising
Guiding Principles
• On-trend
• Broad and shallow
• Constant flow of newness
• Value
• Unique items and brands
• Consistent customer focus across all
categories

7. 1999 2006 2011 2017 2018
Boutique Count1 700+
First boutique opens in
Houston, TX
Launch of
francescas.com
Initial public offering New POS
Launch of CRM
Launch of Agilone,
Loyalty program & WMS
Our History

8. Surprise and Delight
every guest,
every time!
O U R M I S S I O N

9. So who is our guest?

10. Our Core Guest
Active
Loves to travel
Value-oriented
Follows the trend
College graduate
Fashion-conscious
HIGHER-INCOME
18-35 years of age
youthful
Professional
DIGITALLY SAVVY
SOCIAL
CLASSIC
CASUAL
ANIMALLOVER
Playful
CELEBRATES OCCASIONS

11. But really, who is our
guest?

12. Single view of the guest
POS
Phone
POS
Email
POS
Names
SMS
One-off
Emails
Ecom
Accounts
Tens of millions of
individual records
Let’s Find Out!

13. Leveraging our Learnings
• Single view of customer
• Customer deciles
• Price sensitivity
• Channel affinity
• Category preferences
• Data enrichment
• Marketing effectiveness

14. Mobile Store Ecomm Community GEC Social Event
UnderstandKnow Engage
Build single view
of the guest
Enrich guest data
with relevant info
Analyze, segment
to understand
Build
relevancy
models
Deliver highly
personalized
1x1 experience
Scaling Authentic Customer Relationships

15. • All marketers need a single view of the
customer.
• Use a CDP to improve every customer
interaction.
• Evaluate the effectiveness of your campaigns
as they perform across channels.
Actionable Takeaways from this session: