The document outlines Stacie's consumer journey across multiple channels including web, email, social media and mobile as she engages with a retailer from an initial online purchase, enters a sweepstakes, receives personalized recommendations and communications, makes additional purchases both online and in-store, joins a cookbook club, and opts to receive mobile alerts about related events. It demonstrates how cross-channel marketing can build engagement and loyalty through personalized, triggered interactions based on consumers' behaviors and preferences across touchpoints.

3. 49% of consumers
want a seamless
shopping experience
across all channels.
Accenture Seamless Retail Study, 2013

4. In 2013, smartphones
will overtake PCs as
the most common web
access device
worldwide. Gartner

5. 31,900,000
US Twitter users

6. There are 750,000,000
Facebook mobile users
(up 54% from last year)

7. 93% of US online
consumers are email
subscribers, and receive
at least one permission-
based email each day.
ExactTarget

8. 1 in 3 consumers use
their mobile phone to
research products in-
store.
Cisco Internet Business Solutions Group

9. 67% of consumers are
more likely to buy a
company’s product or
service if their website
is mobile-friendly.
Google/Sterling Research/SmithGeiger

20. Social
Mobile
Email
Web
4 Cornerstones of
Cross-Channel
Marketing

24. Website
• Where buyers engage first
• Enables access to content
• Promotes subscription

25. Website

32. Unlike email inboxes, where most people are accustomed to
abundant marketing messages, customers still consider their
phones a personal and highly valued space.
Take every opportunity to connect with new customers via
mobile, relating to them in the spaces where your brand already
has visibility.
• In the inbox.
• In the mail.
• In the store.
• On your website.
• On social networks.
• In your CRM.

36. Once a subscriber has opted in to receive your text and push
messages, you don’t want to wear out the welcome mat—or go
radio silent. Just as you would welcome email subscribers with a
series of welcome emails, your mobile messaging strategy should
help your new subscribers get to know you, and it can take
anywhere from 10 days to two months, depending on your goals.
Remember that subscribers expect communications that speak
directly to their behaviors, preferences, and history with your brand.
As you welcome your new subscribers, keep in mind your targeting
criteria (like previous shopping experiences) to make your welcome
messages valuable from the start.

40. Customers who interact with your brand through mobile-
specific channels are among your most engaged.
• Send dynamic coupon codes.
• Promote your app.
• Ask mobile subscribers to join your email database.
• Promote your brand’s social media accounts.
• Tie in current events.
• Set up a keyword response program.
• Send a countdown.
• Take a vote.
• Send a data-triggered message.
• Enhance SMS with APIs.

46. The more data you collect about your mobile
subscribers, the more your mobile strategy will become
increasingly personalized and less “batch and blast.”
• Offer important content through mobile.
• Incentivize subscribers to reengage.
• Incentivize them immediately post-transaction.
• Use mobile messaging to follow up after
person meetings

50. Accumulating thousands of
fans and followers does not
mean you have a social
media strategy!

51. To monetize social
media, brands must
develop a plan to convert
fans & followers to email
subscribers.

63. • 29 years old
• Married
• Mother of a five-year-old daughter and a
two-year-old son
• Elementary School Teacher
• Long-time catalog customer and Facebook Fan but not a
current subscriber
• Has a monthly 'neighborhood knitting night' which is really just
a reason for Stacie and the rest of the ladies to drink wine and
catch-up while their spouses watch the kids
Consumer Journey
Meet Stacie

64. When the shipment arrives
she notices that the
packing materials contain a
post card publicizing a
sweepstakes
She types in the URL for
the landing page and is
redirected to the contest’s
SocialPages on Facebook
Stacie bought the heart
cookie cutter set because
she is making cookies for
her class at school
Enter our
sweepstakes!
cookstore.com/enter
Web purchase

65. Social Capture
Stacie enters the contest and
selects the option to opt-in to
promotional messages from the
retailer so that she can be the first
to find out about similar offers
Email Address:
stacie@portland.net
Thanks for
entering!
Tell us more!

66. Web Customization
Since Stacie entered a contest
relating to a cookbook, we
drop her into the Cookbook
section of Cook’s Tool area of
the site
Cookbooks
Stacie uses guided selling
tools to look for other related
cookbooks
Find a Cookbook
1. What kind of food do you
want to make?
She browses items,
even adding a cookbook to her
cart
Add to cart
Fresh + Fast
Cooking
But decides not to purchase
Find a Cookbook
2. How experienced
are you with cooking?
Find a Cookbook
3. How much are you
wanting to spend?

67. Email Recommendations
Triggered email sends a
remarketing message for the
cookbook based on Stacie’s
web behaviors
Remember this book?
Promo Code
Fresh + Fast
Cooking
Stacie reads the email at workbut accidentally deletes it

68. Social Interaction
Stacie Smith @StacieSmith
@CookStore I accidentally deleted my coupon. Can you help?
CookStore @CookStore
@StacieSmith Sorry to hear that Stacie, we have resent the email
to you. Let us know if there is anything else we can do for you.

69. In-Store Purchase
Stacie stops by the mall and
buys the recommended cookbook
with her promo code.
She requests an eReceipt
The eReceipt contains a
bounce back offer with
upsell opportunities
eReceipt
$20.71
Fresh + Fast
Cooking
Thanks for your purchase!
Have you seen these?

70. Email Personalization
7 days after her cookbook
purchase,
Stacie receives an automated
rating/review email
She is also invited to
join the cookbook club
Review your
purchase
Fresh + Fast
Cooking
Triggered Send
+7 days
Join our
Cookbook
Club!
Triggered Send
+14 days
She joins and adds her
mobile number to her profile
so she can
receive mobile alerts about
local cookbook club events
Stacie Smith’s Profile

71. scrapbooking
Mobile Promotion
Based on her
preferences
Stacie can receive an
SMS alert about an
upcoming local event
Or receive an email
about an upcoming
event
Cookbook Club
Newsletter
February
baking
music
reading
Cookbook
Club Event
at NW23 &
Flanders
this Friday.
bit.ly/a3m4

72. Stacie’s Consumer Journey
Email Address:
stacie@portland.net
Add to cart
Fresh + Fast
Cooking
@CookStore
Review