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#CNX16
How Rack Room Shoes Drives Customer Loyalty with a Mobile Cross Channel Journey
Paul Voss
CRM Director
Rack Room Shoes
PVoss@obshoes.com
@PaulVoss
Corey Inouye
EVP, Digital
Digital Fusion
corey.Inouye@digitalfusion.com
@CoreyInouye
About the Companies
Rack Room Shoes
Headquartered in Charlotte, N.C.,
Rack Room Shoes is the family
footwear retailer of choice. Known as
an innovator in the shoe industry for
more than 90 years, Rack Room
Shoes offers a wide selection of
nationally recognized and private
brands of shoes for men, women and
children in comfort, dress, casual and
athletic categories.
Digital Fusion
We help brands unify their digital
marketing programs and make them
relevant to each and every consumer.
We accomplish this by fusing customer
data together and using it to create
highly personalized journeys between
a brand and its' consumers This data
centric, performance driven approach
drives increased engagement and
consistently greater ROI.
Agenda
Keys to Success
Vision and roadmap
Mobile Core to Digital Strategy
Results orientation
Questions
Keys to Success at Rack Room Shoes
Vision and
Roadmap
Mobile Core to
Digital Strategy
Results
Orientation
1 2 3
#CNX16
“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.”
― Jeff Eisenberg
CEO, BuyerLegends.com
Early Challenges
Siloed data repositories
Inconsistent brand presentation across channels
Sub optimized marketing communications
Time constrained IT team
Internal digital marketing expertise
Too many manual processes
Explosive growth of loyalty program
Vision
Customer-centric
approach
Optimized digital
marketing
communications that
are relevant,
personalized and
drive measurable
ROI fueled by a
unified view of the
customer
PHASE 1:
WALK
PHASE 3:
LEAP
PHASE 2:
RUN
Personas
Mass
Segmented
Targeted
Personalized
Predictive
Intelligence
Real Time
Behavioral Triggers Convers
ion R
OI
Demographic Preference TransactionalPreference &
Transactional
Demographic
& Reference
& Transactional
Organizational Support
C Level
Bi-weekly meetings with CEO, Mark Lardie
Omni Channel team crosses many departments
Supports marketing, works with IT
IT liaison to ensure alignment with Technology team
Rack Room Shoes flat organizationally
Sr. Director of Omni Channel, Scott Baldt (reports to CEO)
Strategy
Leverage data driven digital marketing tactics to
increase revenue, drive online/offline traffic while
adding value to and enhancing the customer
experience.
Unified Customer View
eCommerceLoyalty
Social
Media
Digital
Ads
In-Store
Mobile
Website
Traditional
Media
Paid Search
Marketing Cloud Solutions and Key Integrations
Current Solutions (most implemented in the last 9 months)
• E2.0 Email Marketing Platform
• Mobile Connect
• Contact Builder
• Journey Builder
• Mobile Push
Under Evaluation • MMS
• Service Cloud
Key Integrations• Current – Rack Room Shoes data mart, Aimia
loyalty, Point of Sale (Epicor/Aptos)
• Planned – eCommerce (Hybris), Service
Cloud
Vision and Roadmap – Key Takeaways
Executive support is critical
Be clear about your goals
Put the customer at the center of your strategy
Build a digital roadmap but stay flexible through execution
Choose your partners and technology solutions carefully
Maintain perspective – very few mid-market players have it all together
Mobile at Core of Customer Loyalty and Digital
2011 - 2013 2014 2015 2016 2017 2018 2019
Current Program
Capability/Scope
Capability Under
Evaluation
PHASE 1
2016 - Q1 2016 - Q12015 – Q4
SMS
Responsive Rewards
Website
Responsive Email Templates
Mobile App / Mobile Push Messaging
Responsive eCommerce / Rewards Website
Automations, Journeys and Interations
MMS Messaging
Service Cloud
Hybris Integration
Mobile Usage – Rack Room Shoes and Off Broadway Shoes Customers
56.57%32.21%
11.22%
Mobile Desktop Tablet
April 2015
66.73%
24.77%
8.50%
Mobile Desktop Tablet
April 2016
SMS / MMS
SMS
Promotional SMS messages with
coupon codes and eCommerce
links
• Weekly SMS messages
• Flash sales
MMS
Evaluating for high frequency /
high value customers to increase
engagement
Brand considerations
Rewards
Responsive website
SMS
• Near threshold, 60/30/15 day rewards
expiration, birthday
• In-store rewards sign-up flow
• Near threshold, 60/30/15 day rewards
expiration, birthday
eCommerce
Hybris backend
Website Tools
• Monetate
• Google analytics
• Foresee
• Social sign-on –
evaluating
The Athletic Shop
Journeys / Automations / Integrations
Integrations and Automations
• Data mart imports
• Loyalty platform imports
Journeys
• Rewards – Email
• Flash sale
Mobile Application / Mobile Push Messaging
Rack Room Shoes mobile
app launch date
• June 2016
Feature set
• Rewards focused
• Rewards barometer
• Full purchase history
• Integrated Journeys
• Full locations map visibility
• Notifications via mobile
push messaging
Mobile Core – Key Takeaways
Be open to new channels and evaluate them early
It’s not the technology but the application of the technology that
drives results
Build your customer profile incrementally
This is complicated, plan for delays and troubleshooting and
test, test, test
Add value for the customer… always
Benchmarking and Measurement
Laying foundation for effective tracking in 2017
End to end conversion mapping – identify and fix gaps from all channels
• Rewards sign up
• Promotional email sign up
• SMS sign up
• App download
Early positive indicators on SMS rewards sign up
SMS Rewards Sign Ups Program Overview
Goal
Counter flat, in-store loyalty sign-ups by enabling
customers to sign-up for our loyalty program with
their mobile #
Customer Benefits
Reduces barrier of entry as Email address is no
longer required at Point of Sale
Convenient – customers can sign-up while in line
100% SMS driven – not smart phone dependent
Brand Benefits
Relieves pressure on sales associates to drive all
in-store sign-ups at POS
Expands reach of program while incrementally
adding data over time
Accurate data
Early Program Results
Two Test Regions
Oregon
• 9% increase in loyalty transactions
Colorado
• 46% increase in loyalty transactions
March reflected first increase in YOY
enrollments since program launch
Company Wide rollout
May 2nd 2016
Challenges
Automated Reports not sent or missing data
Email Journeys randomly not firing
Creating control groups for Journeys
Limitations with validating target population via Test Mode
Processing time for Journeys
Multi-channel Journeys
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Thank You
Paul Voss
CRM Director
Rack Room ShoesPVoss@obshoes.com
@PaulVoss
Corey Inouye
EVP, Digital
Digital Fusioncorey.Inouye@digitalfusion.com
@CoreyInouye
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