Using CRM Data to Activate Shoppers at Retail Elizabeth Tung, Group Manager, National Shopper Marketing, The Clorox Company Jonathan Treiber, CEO & Co-Founder, RevTrax

1. © RevTrax 2015. Confidential and proprietary property of RevTrax. All rights reserved.
Using CRM Data to Activate Shoppers at Retail
Elizabeth Tung, National Shopper Marketing, Clorox
Jonothan Treiber, CEO, RevTrax

2. © RevTrax 2015. Confidential and proprietary property of RevTrax. All rights reserved.
• Build a smart CRM database by tracking digital
marketing channels to brand purchasing
• Coupon campaigns allow brands to collect data
points like
→ In which digital channel consumers engage
→ What action they took to reach the offer they
eventually redeemed
• Identify which channels represent ROAS
Tie Digital Marketing to Retail Sales

3. © RevTrax 2015. Confidential and proprietary property of RevTrax. All rights reserved.
 Consumer Lifetime Value Statistics
→ the longer the consumer relationship
the better the targeting
 CRM data allows CPG’s to form those
relationships independently of retailers
 Provides the base for 1:1 consumer
marketing and retailer activation
CRM Data in Consumer Personalization

4. © RevTrax 2015. Confidential and proprietary property of RevTrax. All rights reserved.
Personalizing CPG Offers
Series A
Series B
$0.50
$0.50
$2.50
$2.50$1.50$1.50
Printed
$0.50
Not Printed
Series C
BRAND B
Consumer who did not print
Redeemed
and
Printed
All Else
→ Create individualized user
experiences based on consumer
actions in real time
→ Optimize promotional budgets
and offer efficiency

5. © RevTrax 2015. Confidential and proprietary property of RevTrax. All rights reserved.
 Promotional CRM utilize coupons as:
→ a data-collection vehicle
→ outbound content marketing
 CRM enables brands to understand consumer
behavior at an individual level for future targeting
 Guide future media spending by creating look-a-like
audiences in known
 Provides leverage for brands to sell into retailers and
build partnerships
Activate CRM Consumers at Retail

6. © RevTrax 2015. Confidential and proprietary property of RevTrax. All rights reserved.
Household Retailer Propensity
Purchases Brands A, B and
C once per month
Average monthly purchase
size: $87.53
Preferred Retailer: Walmart
© RevTrax 2015. Confidential and proprietary property of RevTrax. All rights reserved.
Disclaimer: The examples above are intended to outline our general product direction. It is intended for information purposes only and are not actual promotions or results.

7. © RevTrax 2015. Confidential and proprietary property of RevTrax. All rights reserved.
Activate CPG CRM database consumers at
retail using 1:1, geo-targeted digital media to
drive them into their retailer of choice.
Geo-targeting CPG Promotions
Disclaimer: The examples above are intended to outline our general product direction.
It is intended for information purposes only and are not actual promotions or results.

8. © RevTrax 2015. Confidential and proprietary property of RevTrax. All rights reserved.
• Drive active, loyal CPG consumers into specific retailers
• Implement smart CPG coupon portals on retailer sites
creating a cooperative database of common consumers
• Creates more effective partnerships between brands and
retailers through shared data
Retailer Specific Promotions
© RevTrax 2015. Confidential and proprietary property of RevTrax. All rights reserved.