DV 2016: Delivering Better Online Customer Experiences with Offline Data

© 2016 Tealium Inc. All rights reserved. | 1

Delivering Better Online Customer Experiences with Offline Data

Monique Trulson, Dover Saddlery


Monique Trulson Director of Ecommerce


Dover SaddleryDover Saddlery, Inc. is a leading multichannel retailer of equestrian products in the United States. Founded in 1975 in Wellesley, Massachusetts, by United States Equestrian team members, Dover Saddlery has grown to become The Source® for equestrian products. Dover offers a broad and distinctive selection of competitively priced, brand-name products for horse and rider through catalogs, the Internet and company-owned retail stores. We serve the English rider through Dover Saddlery and Dressage Extensions, and the Western rider through Smith Brothers.

32 stores across all three brands 57% retail, 43% direct (32% internet, 11% call center)


Current landscape at DoverRetail – started with 1 store in 1975, currently 30 stores nationwide with plans to expand with 5 – 7 new stores annually. Also one Smith Brothers store in TX, and one Dressage Extensions store in CACatalog – multiple mailings throughout the year made up of annual catalogs and sale catalogs for all three brandsWeb – three sites with the combined annual number of visits over 10 million, supported by multiple online marketing channelsData from all channels is aggregated in our Marketing Database, and used throughout the businesses


Dover and TealiumPartners since 2012

• Initial implementation mainly aimed at tag management and website performance improvements

• Added AudienceStream in 2014• Initial focus was utilizing the data for

triggered emails

• DataAccess for S3 in Q4 2015• Download of TiQ data into Marketing

Database for offline use

• Onboarding of second brand site to TiQ and AudienceStream in early 2015

• Added DataAccess for Redshift in mid 2015• Upload of retail/call center data into

Tealium for online use


“Data onboarding is the process of transferring offline data to an online environment for marketing needs. Data onboarding is mainly used to connect offline customer records with online users by matching identifying information gathered from offline datasets to retrieve the same customers in an online audience.”Wikipedia


“Marketers must look at their data assets holistically to understand their customer journey and how they can leverage onboarding to truly bridge offline and online touch points.

In doing so, brands will be one step closer to real-time, people-based marketing.”Mike Sands, “Much Ado About Data Onboarding: A Key to Real-Time, People-Based Marketing”


A 2 0 1 4 I N F O S Y S S U RV E Y R E P O RT E D T H AT 7 8 % O F C O N S U M E R S S A I D T H E Y ’ D B E M O R E L I K E LY T O P U R C H A S E F R O M A R E TA I L E R A G A I N I F T H E Y

P R OV I D E D O F F E R S TA R G E T E D T O T H E I R I N T E R E S T S , WA N T S O R N E E D S . A M A J O R I T Y O F

C U S T O M E R S ( 8 6 % ) S A I D T H E Y ’ D B E W I L L I N G T O PAY U P T O 2 5 % M O R E F O R A B E T T E R E X P E R I E N C E . I N A 2 0 1 2 A C C E N T U R E S T U DY , 6 4 % O F R E S P O N D E N T S S A I D I T I S M O R E I M P O RTA N T T H AT C O M PA N I E S P R OV I D E R E L E VA N T O F F E R S , A S O P P O S E D T O 3 6 % W H O S A I D C O M PA N I E S S H O U L D S T O P T RA C K I N G T H E I R O N L I N E

A C T I V I T Y.

Trips Reddy, “13 RETAIL COMPANIES USING DATA TO REVOLUTIONIZE ONLINE & OFFLINE SHOPPING EXPERIENCES”


OVERALL TRENDSOmni-channel brands are growing fastest – interest once again in retail

Integrating marketing, contact strategy development and attribution are where brands and service companies are focused

More personalization and triggered marketing programs

“Considerations for Your Direct Marketing Strategy Today”, Belardi-Ostroy


A NEW WAY TO THINK ABOUT YOUR HOUSEFILERFM + P + P + S + C + E + S + L + S + L + CRecencyFrequencyMonetaryProduct PurchasePromo HistorySourceChannelEngagement (Web + Email)SocialLoyalty ProgramsStore AreaLifestage (new mover, new mom, new horse owner, etc)Content

“Considerations for Your Direct Marketing Strategy Today”, Belardi-Ostroy


DATA WE COLLECT ONLINE

AddressesEmailMailing

Order DataCategory AffinityDisciplineBrand AffinityProducts purchased

Social Media interactionsLoyalty/Fan statusRiding PreferenceNumber of Horses ownedEntrance ChannelStore Location/RadiusWishlist userDover Visa holderNew or returning visitorSearch or navigation userLook Book userMobile/Tablet/Desktop visitorPromotion usedetc

OFFLINEAgeZip codeCustomer StatusLast ActivityAOVNumber of ordersRecency of purchase across channelsLast activity across channelsFirst Purchase DateLast Mailed CatalogStore Location/RadiusChannels used to purchase

RetailWebPhone

Associations/affiliationsRiding PreferenceRiding FrequencyNumber of horses ownedPromotion historyetc


Our challenge…Elevate brand presentation onlineBuild customer loyaltyIncrease conversion and revenue

“I took a friend to the Tent Sale for her first visit. She loved the experience. We drove over 800 miles round trip just for the tent sale occurring.”

“They had a large selection and various brands. All around an amazing place to purchase riding equipment. The ONLY place I shop for horse items.”

“Amazing customer service and selections! I'm there weekly and will never go anywhere else!!”


A design based on data, focused on brand

Personalized, relevant, fresh

Our solution…


Homepage CarouselReplace existing static, sale oriented banners with rotating three banner carousel

• Large, visually appealing images• Personalize using riding preference, brand

affinity, category affinity• Include latest email offer

Test results

• In an A/B split test, these new assets improved Revenue Per Visitor (RPV) by 5.2%, and conversion rate by 4.8%


Services adHighlight additional services or tools offered by Dover to our customers

• 100% Satisfaction Guarantee – default banner for new visitors

• Dover Visa – push for application if they don’t have one, remind them of the benefits of using it if they do

• Gift Cards – show around the same time the customer purchased the previous year

• Wishlist – highlight the tool if they don’t have one, remind them to “treat themselves” if they do Test results

• Tested with Homepage Carousel


Top categoriesHighlight the visitor’s top 4 favorite categories

• High end mood shots that will highlight our product selection for the categories most shopped/purchased from

• Quicker TTI (time to information) for the categories the visitors shop most Test results

• A/B test showed that those that saw their favorite categories on the home page had a 4% increase in RPV and a 5% higher Average Order Value (AOV) than those who did not see the content.


What’s Next?Building on the success

Product highlights Geotargeting Brand affinity Social interaction Trending products

Additional home page improvements

Integrate the attributes and audiences created in AudienceStream into our catalog and other direct mailings

Deeper integration in offline marketing

Expanding the concept Implement personalized assets

throughout the website Replace marketing emails with fully

automated targeted campaigns based on customer data

Integrate data throughout additional marketing channels

Highlight offline activities online


Summary/ Key TakeawaysMake your marketing meaningful to your customers

Capture every data point you can Marry all your data, no matter the source, to provide a better experience in

ALL channels and on all devices Use ALL your tools, including your Tealium team TEST!

Your customers are telling you what they are interested in, want or need


AUDIENCE Q&A


Thank [email protected]

PSOmom


Technology

DV 2016: Delivering Better Online Customer Experiences with Offline Data