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Today's Personalization Technologies to Fit Your DM Campaign

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Today's Personalization Technologies to Fit Your DM Campaign

  1. 1. Today’s Tablets Mean Bigger Consumer Engagement Connected Customer Strategies Track Linda Brown, Wolverine World Wide Joaquín Ruiz, Catalog Spree 1
  2. 2. What is Catalog Spree? iPad and Mobile Web “Digital Mall” Points of View • Digital window shopping • Brand & product discovery • Fun • Customer prospecting • Path-to-purchase funnel • Asset leveragingOver 150 retail brands including: L.L. Bean  Nordstrom  West Elm  Horchow  Boston Proper  Merrell  Bare Necessities Coldwater Creek  Woolrich  Hanna Andersson 2
  3. 3. Who is Wolverine World Wide?FOOTWEAR CONSUMER APPARELWHOLESALE DIRECT & ACCESSORIES 3
  4. 4. A Tale of Four Disruptions Music Books Retail MagazinesPastPresent 4
  5. 5. Yet Again: Omni-Channel• Be where your customers are... and tie it all together Methods US Online Shoppers Discover Nurture Plan to Use to Shop in 2012 Engage Sell % of respondents Primarily Incent Reward Mostly Mobile, 1 Stores, 12 Surprise Re-engage % % Mostly Link, link, link Online, 42 % Track, track, track Combined, 45%• Build to and measure your company’s Path-to-Purchase Source: PriceGrabber, “2012 Shopping Outlook”• Offline meets Online 5
  6. 6. Portable, Instant Access IDC: Worldwide smartphone shipments already more than PCs 2016 1,600m smartphones 2011 492m smartphones 500m PCs350m PCs 6
  7. 7. A Tidal Wave of Tablets• Tablets growing 19 times faster than PCs.• Tablets growing 60% faster than the smartphone.• By 2016, 126m tablets will be in use by US consumers. 7
  8. 8. Unbelievable (but true) Forecast NPD Group: Tablets to overtake notebooks in 2016 8
  9. 9. Mobile Share of E-commerce Traffic Doubled in Less Than 6 Months100% 8% Dec-11 Apr-12 Dec-11 Apr-1290% 7%80% 6%70%60% 5%50% 4%40% 3%30% 2%20%10% 1% 0% 0% PC Mobile iPad iPhone Other (Android) The iPad alone accounts for half of traffic from mobile devices Source: Catalog Spree Retailer Survey, April 2012 9
  10. 10. Omni-channel Implications• Design for mobile first… at the very least test on mobile – 40%-60% of retail email opened on smartphone – Optimize “first click”• Highest value retail customers are – iPad owners – Shop in stores – Use catalogs …Leveraging and integrating all your channels is vital 10
  11. 11. Regarding Mobile:“Not since the dot-com boom has a consumer trend single-handedly turned the retail industry upside down… Customers are demanding mobile- centric solutions that personalize and improve the shopping experience.” Source: NRF Stores, Nov 2011 11
  12. 12. Product Demo: iOS& Web 12
  13. 13. Data: Shoppers spend 95+ minutes/month on app • Saturday/Sunday are biggest shopping days • Peak shopping time is between 6-9 PM PST Monday 0:00 1 Sunday 12:00 0.9 Monday 12:00 Sunday, 17% 0.8 Monday, 12% 0.7 Sunday 0:00 Tuesday 0:00 0.6 0.5 0.4 Tuesday, 12% 0.3 Saturday 12:00 0.2 Tuesday 12:00 0.1 0 Saturday, 17% Saturday 0:00 Wednesday 0:00 Wednesday, 13% Friday, 15% Friday 12:00 Wednesday 12:00 Thursday, 14% Friday 0:00 Thursday 0:00 Thursday 12:00 traffic breakdown by day Usage per time and day of the weekSource: Catalog Spree data, April 2012 13
  14. 14. 45 million people, 47% of allsmartphone owners,usedmobileappsin theNielsen-defined Shopping/Commercecategoryin June 2012. It was Nielsens first study of a particular category of mobile app. 14
  15. 15. Most of the top 10 apps in the category just help users find dealsororganizetheir shopping. 15
  16. 16. What does mobile mean to WWW? eCommerce Mobile Revenue Share by Period eCommerce Mobile Revenue Share by Period Europe United States 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 2011 2012 16
  17. 17. What does mobile mean to WWW?Distribution of Mobile Visits & Sales by Device % Visits % Revenue 80% 70% % of eCommerce Business 60% 50% 40% 30% 20% 10% 0% Apple iPad Apple iPhone Droid (Any) Other Apple iPod Touch 17
  18. 18. Community vs. AffinityOwn Apps Aggregation Apps + Brand-immersed + Branded experience + Loyalty Builder + Large Distribution – Costly + Easy MultiChannel: – Maintenance Web, App, Own-site Commitment + Ease of social – Platform choice integration ± Awareness + Scaled expense ± User experience ± One of a crowd 18
  19. 19. Community 19
  20. 20. Community 20
  21. 21. Community 21
  22. 22. Community 22
  23. 23. Affinity (Aggregation) App• Objectives – Prospecting – Participating – Positioning• Challenges – Low Awareness – User-Experience Limits – Lack of Personalization• Cost Structure – 3-15% Commission per Sale – Other fees • Setup Charge • Cost Per View • Cost Per Lead/Subscription 23
  24. 24. Vendor Selection 24
  25. 25. Design Leverage your assets to provide a unified point of view. Don’t overcomplicate things. Make it easy to use. Meet expectations before you exceed them.http://thoughtleadershipleverage.com/wp-content/uploads/2011/09/leverage11.jpg 25
  26. 26. Design 26
  27. 27. The Nitty-GrittyPage Processing Systems:Single pages (not spreads) “Design for Mobile”• CMYK or RGB • Landscape to portrait• 300 x 300 dpi • Fold out spreads to singles• Editable • Products that cross spreads may need adjusting • Avoid distortion by translating to a uniform page size. 27
  28. 28. The Nitty-GrittyData Feed SystemsBefore “go live” After ‘go live’• May use GAN feed • Babysit• May use your own web site for • Changes cause “Item Not sales or separate channel. Available”• Be proactive • Coordinate updates around• Determine all needed fields catalog publishing cycles• Provide test files for review• Confirm meets specifications 28
  29. 29. Beyond Response: KPIsCatalog Spree Calculated KPIs Merrell Spring x100Unique Viewers 2,718 271,800Total View Time 155 hours 15,500View Time per Person 2 min 2 minTime per page 5-6 seconds 5-6 secAvg# Products Zoomed 2.25 2.25% of Zoomed to See More Button 8% 8%Number of Viewers to Website 225 people 22,500Actual Direct Conversion 1 person 100Actual Direct Revenue $125 $12,500Potential 2% Conversion 5 people 500Potential Revenue $625 $62,500 29
  30. 30. Beyond Response: AttributionAll Attribution Merrell Spring ’12 Catalog; 400K Circ.GWP promocode(i.e. RetailMeNot.com) +$0.17/bookWebsite catalog request +$0.03/bookVisit website catalog & buy +$0.002/bookMerrell B&M stores +$0.27/bookAll Digital Catalogs (Combined) +$0.003/book 0.6% $0.475/bookSpring ’12 Added Revenue Contribution = $190,000 30
  31. 31. Be the CheerleaderExternal Promotion• Ongoing promotion on all channels: – B&M signs including driver QR codes – Social Media including contests – Emails regularly as primary story – Emails always in footerInternal Promotion• Who owns it?• Small team focus• Report KPIs 31
  32. 32. What’s Next?: WWW Perspective • Cookie tracking • Social Shopping • Use eCatalog sweepstakes for email growth • More brands / more creative look & feel 32
  33. 33. The Future: Spree’s Perspective Electronic Omni-channel: • “Social Shopping” • Tight integration with social and interest networks • Community annotations • Demographic prospecting & VIP services • Targeted recommendations • Targeted promotions • In-store services • Phone-centric offers & updates • HTML5 distribution • More platforms 33
  34. 34. Conclusions• The acceleration of digital space creates opportunity.• The tablet creates a unique marketing opportunity.• Experiment on multiple platforms – Make sure user-experience fits your brand – Set up a data and learning discipline – Use 1 or more of the community apps 34
  35. 35. Q&A 35
  36. 36. THANK YOULinda.Brown@wwwinc.comJoaquin@catalogspree.com 36

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