Beyond Cribs and Chairs – Creating Truly Custom Journeys

Matt Ebbert, CRM and Analytics Manager, The Land of Nod

‘Design for Kids and People That Used to be Kids’

The Land of Nod is the best place to shop for kids. We offer exceptional products, presented with style and supported with legendary service by people who are insanely

passionate, insanely committed and just plain insane.

Personalized, data-driven marketing will become more

refined. There is a difference between data-driven marketing and intrusive marketing.

Marketers who focus on relationship building will be rewarded, while intruders will be shut out.

*Forbes Top Trends Driving The Future of Marketing

Relevance Accurately addressing customers current needs and wants in an unobtrusive way

Creating Relevant Journeys that Grow Relationships and Sales

Knowing Your Customer

Finding Efficiencies Using Predictive Intelligence

1 2 3

Know Your Customer: Good customer data is the key to relevant messaging

• Storage Bin • Baskets •  Shelves • Toy Box

This person is trying to get organized This person is ALSO organizing

Some  customers  purchase  everything  for  their  project  at  once  while  some  purchase  over  7me,  but  regardless  their  current  purchase  is  an  indicator  of  future  needs

Same trends and patterns show up in visit and cart activity

Incorporating This Into our Journeys

Finding Efficiencies Imperfect Relevant Content is Better Than Perfect Irrelevant Content

Using Predictive Intelligence in Journeys

Fine Tuning

Treat new Customers Differently You’ve worked hard to build your brand, don’t forget that new customers may not be aware of all you do

Always be Testing

Subject Line : Bigger and BIGGER savings

Subject Line : Bigger and BIGGER Nursery savings

Subject Line : Bigger and BIGGER savings on Bedding

Subject Lines Order and Timing

Thinking Beyond E-mail

Your Customers Journey is not limited to e-mail, why is yours?

Site Personalization Direct Mail Display

Putting It all Together

Key Takeaways

• Know your customers needs intimately

• Relevant Content trumps everything

• Efficiencies are the key to scaling

Questions?