Tailor the in-store engagement using true 360 customer profile_Godiva_Arm Treasure Data

1. Junko Miyano
Chief Digital Officer, Godiva Japan
Kaz Ohta
VP of Technology, Data Services, Arm Treasure Data
Tailor the in-store engagement using true 360 customer profile

3. Memorable Occasions
of Happiness

4. “Aspirational & Accessible”
Recognized by Consumers
Brand Awareness : 92%
Premium Chocolate : No.1 Share
Premium Time can be Spend at Stores
1 GODIVA 39.9%
2 LOUIS VUITTON 35.2%
3 SENBIKIYA 35.1%
4 TIFFANY & CO. 32.9%
5 STARBACKS 29.4%
350 brands; answered by 230,000 over 16 years old male & female 2017

5. Occasions Segmentation : Multi Channel Approach
Department Store
“Formal Gifting”
Station Building
“Self Treat”
Shopping Center
“Casual Gifting”
Outlet
“Destination Shopping”
Convenience Store
“Impulse Buying”
E-Commerce
“Convenience Shopping”

6. Customer 360’ differences

7. Retailers have better opportunities to personalize in-store as
there is a person, an associate, to deliver a great personal
customer experience in store, with good customer data
Value of personalization in retail industry is
3-4x that in CPG industry

8. • Store-level precision marketing
• Fresh customer 360’ data to empower associates
How can Customer Data Platform be used for
better personalization?

9. Identify and clarify top decile of customers
for precision marketing
90-day business unlock

10. • Unify customer data
• Improve customer experience in- store
• Improve supply chain and inventory optimization
How can Customer Data Platform help in digital
transformation?

11. • Be more responsible for governing and securing customer data
• Have more first party customer data
• Target only opt-in customers
Privacy

12. Use data to select digital transformation initiatives
to focus on and specifically customer data
Digital transformation

13. • Invest in customer data driven digital transformation
• Unification of customer data is essential to drive 360’
customer experience in retail
• Privacy, security and governance of customer data is
essential to maintain customer trust
Actionable Takeaways from this session:

14. The most important objective for many retailers to focus on
is to retain and grow the loyal customer base
What do you think is the most important objective
for retailers to focus on?