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Describes customer insights that marketers can use to address the challenges they face in the age of the empowered customer. contains examples of how leading retail companies are using customer big data analytics to create more personalized engagement with their customers and increase conversion rates and customer loyalty.
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Intelligent Customer Engagement™ Suite
Shopper Marketing
Insights for RetailersSeptember 11, 2014
Right Channel, Right Message. Right Now
Private and Confidential 11/4/2014 2
Rusty Warner
Principal Analyst
Forrester Research
Shopper Marketing Insights for Retailers
Richard White
Advisor to Capillary Technologies
Janet Jaiswal
VP of Marketing
Capillary Technologies
Private and Confidential 11/4/2014 3
• Introductions
• The Age of the Customer
• Big Data Analytics
• Retail Case Studies
• Key Takeaways
• Q & A
Agenda
© 2014 Forrester Research, Inc. Reproduction Prohibited 4
The age of the customer
Obsession and context
© 2014 Forrester Research, Inc. Reproduction Prohibited 5
We have entered the age of the customer
› Age of the customer — a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited 6
Customer obsession:
A customer-obsessed enterprise focuses its
strategy, its energy, and its budget on
processes that enhance knowledge of and
engagement with customers and prioritizes
these over maintaining traditional competitive
barriers.
Marketing has a new remit: context.
How context changes marketing
BEFORE CONTEXT: AFTER CONTEXT:
• Campaigns
• Targeting
• Customer segmentation
• Media schedules
• Messages
• Transactions
• GRPs and CPMs
• Interactions
• Engaging
• Customer recognition
• Customer moments
• Utility
• Value exchanges
• Minutes of engagement
Source: April 14, 2014, “The Power Of Customer Context” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited 9
The customer life cycle is contextual…
ENGAGE
ASK
USE BUY
EXPLORE
DISCOVER
Customers are exposed to the initial trigger that will lead them
to a new need or repeat purchase of an existing need.
Customers are exposed to the initial trigger that will lead them
to a new need or repeat purchase of an existing need.
Customers research your brand and product
— and their other options.
Customers research your brand and product
— and their other options.
Customers go through the purchase process and
complete the transaction.
Customers go through the purchase process and
complete the transaction.
Customers take possession of their purchase, which includes initial and ongoing impressions
of it.
Customers take possession of their purchase, which includes initial and ongoing impressions
of it.
Customers reach out to get service or help with a
purchase.
Customers reach out to get service or help with a
purchase.
Customers connect with brands for nonservice reasons across
multiple channels.
Customers connect with brands for nonservice reasons across
multiple channels.
© 2014 Forrester Research, Inc. Reproduction Prohibited 10
…And interactions depend on insights
ENGAGE
ASK
USE BUY
EXPLORE
DISCOVER
Insights Interactions
Private and Confidential 11/4/2014 11
• Lack of capabilities to manage and analyze Big Data
• Executing relevant, timely, channel-specific delivery
• Measuring the value through incremental sales
• Lack of support from senior management
• Overcoming the previous organizational mindset
Poll #1 : In your opinion, what are the main barriers
for marketers to overcome in the shift towards
customer-driven marketing?
© 2014 Forrester Research, Inc. Reproduction Prohibited 12
Big data
Analytics in the age of the consumer
© 2014 Forrester Research, Inc. Reproduction Prohibited 13
› Serve the needs of contextual customer experiences
› Dig deeper for predictive insights
› Understand the role of real-time digital data
Big data uproots traditional analytics and offers opportunities to:
Source: April 22, 2013, “The Consumerization of Customer Analytics” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited 14
Less than 15% of data used for business intelligence (BI)
A data evolution is underway
Source: May 28, 2014, “Big Data’s Big Meaning For Marketing” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited 15
Big Data:
Emerging business practices and
technologies that close the gap between the
amount of data available and your ability to
use it for business insight
© 2014 Forrester Research, Inc. Reproduction Prohibited 16
Big data in the modern world
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Big data in the eyes of marketers
© 2014 Forrester Research, Inc. Reproduction Prohibited 18
Base: 701 North American data and analytics decision makers
Source: Business Technographics Global Data And Analytics Survey, 2014
Time for marketing to reset on big data
8%
14%
35%34%
9%
7%
12%
21%
30% 30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Technology Management Business
“Which view of big data is most aligned to yours?”
Hype Technology BI New Confusing
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
The big question…
“How can big data help me delight my
customers?”
© 2014 Forrester Research, Inc. Reproduction Prohibited 20
A matter of perspectives…
Source: June 19, 2014, “How Analytics Drives Customer Life-Cycle Management” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
Drive value across the life cycle
Source: June 19, 2014, “How Analytics Drives Customer Life-Cycle Management” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
Analytics across the life cycle
Source: June 19, 2014, “How Analytics Drives Customer Life-Cycle Management” Forrester report
Private and Confidential 11/4/2014 23
• Building reports that surface actionable insights
• Don’t have the team members with the right skills to
leverage the data
• Limited budget to install necessary technology
• Limited team capacity to prioritize
• Culture doesn’t embrace data
Poll #2: What are the primary hurdles to successfully
leveraging data in your marketing organization
(check all that apply)
© 2014 Forrester Research, Inc. Reproduction Prohibited 24
Retail case studies
From insights to customer experience
© 2014 Forrester Research, Inc. Reproduction Prohibited 25
› Tracks both shopper and item-level data
› Secures shoppers beyond loyalty program
› Provides insights to small suppliers
› Enables shopper-focused assortments
› Defines individual, adaptable store planograms
© 2014 Forrester Research, Inc. Reproduction Prohibited 26
› Established a big data sandbox to unearth shopper insights
› Designed a social media program to leverage shopper content
› Developed even more personalized shopping experiences
› Recognized as a destination retailer
› Focused on customer experience
© 2014 Forrester Research, Inc. Reproduction Prohibited 27
› Providing seamless access to ANN INC. brands
› Complementing wear-to-work and special occasion styles with affordable, effortless styles via Loft
› Focusing on various shopper roles and redefining business strategy – “EVOLVING WITH HER”
› Combines shopping data with social media
› Creates more actionable shopper segments
› Enriches the shopping experience with insights
> 38% increases in campaign response rates with only a 14% increase in communications
> Won Loyalty & Engagement Awards for "Best CRM Strategy" and "Best Use of Relationship Marketing (B2C)“
> Won CMO Asia Award for "Best Use of Marketing Communications”
Private and Confidential 11/4/2014 28
> Increased its repeat visits
per month by 15+%
> Realized a 5% increase in same store transaction growth (SSTG)
> Obtained customer insight through real-time dashboards and reports
> Created campaigns that increased incremental sales per individual (achieved 4x campaign target)
> Realized 130% ROI on margin within 3 months
Private and Confidential 11/4/2014 29
“Merely having an incredible data
capturing mechanism does not
mean business decisions can be
taken effectively. Capillary’s ability
to predict future performance helps
us take important and reliable
business decisions.” –Sumesh Bhat,
Business Head
Private and Confidential 11/4/2014 30
• Too much Big Data – don’t know how to handle it all
• The complexity of omni-channel marketing
• Measuring and delivering marketing ROI
• Delivering timely, personalized communications
• Adjusting company mindset & budgets to 1:1
communications
Poll Question #3: What do you believe are some of the
biggest challenges facing marketers today
(select all that apply):
Capillary Technologies
Intelligent Customer Engagement
Company Overview
Private and Confidential 11/4/2014
Challenges Capillary solves
How can I
improve my
Marketing ROI?
?
How can I retain
more customers??How can I increase my cross-
sell / up sell revenue through
personalization?
?
How can Store Associates
better engage customers
in the store??
What can I do to
increase revenue??
How can I bring
more people
into my store?
?How can I get my
customers to increase
their Average Basket Size?
How can I market to my omni-
channel customer most effectively?
? How can I identify my most loyal customers?
And manage my loyalty program?
?
How can I improve my
marketing campaign results??
?
32
Private and Confidential 11/4/2014
What can I do to
increase revenue??
How can I retain
more customers??How can I increase my cross-
sell / up sell revenue through
personalization?
? How can I
improve my
Marketing ROI?
?
How can I bring
more people
into my store?
?
How can Store Associates
better engage customers
in the store??
How can I get my
customers to increase
their spend?
How can I market to my omni-
channel customer most effectively?
? How can I identify my most loyal customers?
And manage my loyalty program?
?
How can I improve my
marketing campaign results??
?
The Capillary Value� Built for retailers only
� Integrated, multi-channel loyalty
� Integrates with most leading POS
� Real-time customer analytics
� Complete customer engagement platform
� Data integration across channels for key insights
33
Private and Confidential 11/4/2014
Typical customer results
3%-5%Same Store
Growth
10%Customer
Frequency
15%Average
Bill Value
3-5XROI on
Margins
30%Customer
Retention
Rate
34
Private and Confidential 11/4/2014
Our solution is focused on the Retail industry
35
Major Focus
• Customer big data analytics
• Loyalty program
management
• Campaign management
• Store clienteling
• Omni-channel engagement
Global Expertise
150+ customers
10,000 stores
100 million consumers
Privately held company with 350
employees across 7 offices in US,
UK, UAE, SA, AUS, APAC and India
Customers
About Capillary Technologies
Private and Confidential 11/4/2014
Awards &
Accolades
36
Private and Confidential 11/4/2014
Key Takeaways
Build a customer engagement intelligence platform– Turn big data into business insights to understand all of your
customers
Ideation: Set realistic expectations– Start small with a pilot and take a learnings-based approach
Implementation: Deliver success & then expand
rapidly– Measure results and then incorporate into all marketing programs
37
Rusty WarnerPrincipal Analyst
Forrester Research
http://www.forrester.com/Rusty%20Warner
Richard WhiteAdvisor to Capillary Technologies
Janet JaiswalVP of Marketing
Capillary Technologies
Complete feedback to receive the Customer Intelligence White Paper