10 Ways To Personalize The Holidays

10 Ways To Personalize The Holidays

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About Holiday CCS 2014

ü 7 Webinars, 4 Days

ü Sessions covering Store

Ops, X-Channel, Loyalty,

Big Data & more

ü Featuring industry

analysts and consultants

ü Free for Retail executives

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BrightTALK

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Today’s Panelists

Arif Damji Senior Director of Strategy & Development, 500friends

Alicia Fiorletta Senior Editor Retail TouchPoints

MODERATOR

Zimm Zimmermann Vice President, Personalization, Merkle

© 2014 Merkle. All Rights Reserved. Confidential 7

10 Ways to Personalize the Holidays Zimm Zimmermann VP, Personaliza0on Merkle, Inc.

Arif Damji Senior Director, Strategy & Development 500friends, Inc.


Merkle| We recognize the complexity in PersonalizaRon

Integrated Channel And Media

News Feeds

Miscellaneous

Social Networks

Reviews

In-Store Experience

Email Television

Website, Online Mentions, Ads

Newspaper Ads, Articles

Text, Mobile Web

Personal Relationships


Our definiRon of “PersonalizaRon”

Social Print

DM &EM

Display

Search TV/Video

Mobile

Site

Product

LTV Segment

Demographics Life Events

Call center

Meetings

Personalization manages the conversation and experience of optimized content / data relevant to the customer journey. •  Integrates Channel and Media •  Explicit (customer provided) and

implicit (market derived) data •  Converses with anonymous and

known customers •  Leverages all relevant data, models

and other Personalization Methodologies

•  Obvious and Obscure Personalization Tactics


Addressability uses customer data (anonymous or identified) data to increase the targetability and relevance of marketing impressions and experiences

The Addressability Spectrum

Anonymous Partially Identified Identified Identification:

Knowledge: Unknown Some Knowledge Well Known

Channels & Media:

Personalization:

From Anonymous to IdenRfied: Companies should target and personalize the experience from the very beginning


Merkle Understands the Value of Growing a PersonalizaRon Program

Stage 1 Stage 2

Stage 3 Stage 4

Stage 5

Personalization requires aligning people, process, technology and data to effectively move from campaigns to viewer centric conversations.

Revenue Impact

Characteristics & Tactics

Channels

•  Basic "Batch" List Targeting

•  Campaign Management •  Base Segmentation •  No Optimization •  Email or Print •  Single Message for

everyone •  “Dear Harry”

Personalization

•  Business Rules based Segmentation

•  Campaign Management •  A/B Testing •  Email tied to Site

Landing Page •  Email Champion

message delivered to everyone

•  Tag Personalization

•  Model Defined Segmentation

•  Campaign Management

•  Multivariate Optimization

•  Email tied to Site Landing Page

•  Optimization within Email and landing page

•  Tag Personalization

•  Automated Segmentation

•  Interaction Management •  Persona Driven

Interactions •  Automated Modeled •  Optimization •  Channel and Media

Integration •  Best Message / Best

Product Offer •  Personalized with

viewer / product attributes

•  Automated Self-Learning Segmentation

•  Consumer Journey Based

•  Interaction Management •  Conversion Messaging •  Automated Predictive

Optimization •  Channel and Media

Integration •  Next Best point within

the conversation / relationship

Static Campaign

Rules Based Campaign

Model Based Campaign

Integrated Viewer Centric

Viewer Centric Conversation

60% 120% 20% - 3% 10%


Countdown to the Holidays – Make every interacRon personal

source: Adobe

10 9 8 Use identifiable

information more than once?

Localize the experience

Personalize More Than the Email

Content!

Hey, Joe

Welcome Back, Joe

Joe! Look at this one!

@ @From: [email protected]

Subject: Texas Chingding Specials!

Locations:

Hours:

Two in five say they buy more from brands that send them personalized emails


Countdown to the Holidays – Create value from purchase history

7 6 5 Continue the Conversation

Create Value-Add Emails

Sneak Peak Sales Just For YOU!

You left some items in your cart and we found a few extras you might like.

Santa’s Helper has dropped your package off at Mom’s front door.

@ @Just For You! 10% off two items in still waiting for you in the cart.

@

source: Adobe

One-third of con-sumers want greater personalization in their ecommerce experiences.

Nearly two-thirds of loyalists - consumers with strong brand relationships and affinities -cited “shared values” as their core reason for deep engagement.


Countdown to the Holidays – Personalizing the Anonymous

4 3 2 Obscure

Personalization

Build a conversation with

a survey

Change tactics for non-responders

It’s Snowing! Have you seen our online specials?

@ If you had to choose one of the following as a gift, what would you choose?

@Subject: Product

Subject: Product

Subject: Product

JUNK

source: Adobe

Sixty percent of shoppers like when an ecommerce site remembers that information.


Make your Holidays count … From personalizaRon to loyalty

1 Present Related

Relevant Products Loyalty

“Hi Mary, we’re getting in a new shipment of your favorite designer brand shoes. “

@

•  Increased Customer Satisfaction •  Heightened Brand Perception •  Longer Customer Lifecycles •  Optimal Customer Lifetime Value

Benefits of Personalization:


Poll QuesRon

If you implemented all of the <ps presented here today, in which personaliza<on stage do you believe you would fall? Answer the poll ques0on and 3 lucky people will receive “Connected CRM: Implemen0ng a Data-‐Driven, Customer-‐Centric Business Strategy,” wriPen by Merkle CEO, David Williams q  Stage 1 – StaRc Campaign q  Stage 2 – Rules-‐based Campaign q  Stage 3 – Model-‐based Campaign q  Stage 4 – Integrated Viewer Centric q  Stage 5 – Viewer-‐centric ConversaRon

16

ARIF DAMJI, Senior Director of Strategy & Development [email protected]

How loyalty drives holiday personalization

a

Desktop Email In-Store Social Mobile

To power personalization, you need to provide customers with a reason to identify themselves

That’s why everyone wants a loyalty program these days; it incentivizes customers to say who they are.

a

Loyalty then becomes the hub for all customer data…

...and paints a vivid picture of each and every member

ONLINE

IN-STORE

COMMUNICATION

SOCIAL

•  Likes Mad Men

•  Referred dress to friend

•  Always looking for new styles

•  Bought product last week

•  Referred dress to friend

•  Asked an associate about dress availability

•  Gives new product 5 stars

•  Visits e-shop every Tuesday

•  Filled in preference profile

•  Called customer service about a prior order

•  Responds to emails about ladies’ shoes

•  Doesn’t respond to generic discounts

Dermalogica is an example of how a brand can incentivize members to share information

a

You could take this information to personalize offers to a member based on products mentioned by friends…

a

… and personalize redemption options to ensure a higher “implied value”

a

Also remember, loyalty intelligence can also boost your ROI for new customer acquisition

Lifetime Value Paid Search Bid

WITHOUT loyalty data $250 (average member)

$1.00

WITH loyalty data $1,000 (elite member)

$10.00

Can pay more to acquire customers with high lifetime value.

a

So use the holidays as an opportunity to build and nurture loyalty relationships over the entire year

Summer: Summer Skin SOS

Thanksgiving: Thanks GIVEaway

New Year: Resolve to Relax

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Q&A

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Today’s Panelists

Arif Damji Senior Director of Strategy & Development, 500friends

Alicia Fiorletta Senior Editor Retail TouchPoints

MODERATOR

Zimm Zimmermann Vice President, Personalization, Merkle

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Thank You For Joining Us

The next session in this series…

Embrace The Mobile Retail Store Of The Future…Now! 2PM ET / 11AM PT

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