How SDL make omni channel marketing a reality and deliver a better customer experience

SDL Proprietary and ConfidentialSDL Proprietary and Confidential

Making Omni Channel a reality.Featuring Specialty Fashion Case Study

Roger Luxton, Industry Marketing Director

SDL

February 2013

Consumers use all channels simultaneously, so

successful marketers must ensure their customers

experience the brand across all channels.

“A member who shops both online and in-store is worth

2.6 times more than in-store-only members.”

Omni Channel and Customer Experience

• Introducing Specialty Fashion Group

• Why

– Customer Experience Perspective

– Marketing Team Perspective

• Building Blocks

– Omni Channel data in one place

– Intelligent Customer Focused Analysis

– Fast Marketing Execution

• Specialty Fashion Group Results

• Final Thoughts

Topics

3

• 7.3million customers

• 894 stores

• 8 online stores

• 9 websites

• 4 Facebook pages

• 52m personalised emails, blogs

and competitions

• 2m SMS messages

• 42,921 customer service calls

• all to sell one garment every

second.

Introducing Specialty Fashion Group

4

• 7.3million customers

• 894 stores

• 8 online stores

• 9 websites

• 4 Facebook pages

• 52m personalised emails, blogs

and competitions

• 2m SMS messages

• 42,921 customer service calls

• all to sell one garment every

second.

Introducing Specialty Fashion Group

5

Introducing Specialty Fashion Group

6

• SFG previously found it

difficult to execute

personalized, targeted

communications.

• “spray and pray”

communications to the entire

database population was the

norm

• Transformed themselves and

won Retail Touchpoints

Award in the Cross-Channel

Analytics Category.

• Introducing Specialty Fashion Group

• Why

– Customer Experience Perspective

– Marketing Team Perspective

• Building Blocks

– Omni Channel data in one place

– Intelligent Customer Focused Analysis

– Fast Marketing Execution

• Specialty Fashion Group Results

• Final Thoughts

Topics

7

Why – Customer Experience Perspective

8

“More than 55%

visited a store to

review products prior

to online purchase”

SDL Shopper Survey - 2012

“Over 66% have

compared store and

online prices while in

the high street”

Why – Customer Experience Perspective

9

“You don’t

seem to be

joined up”

“Why don’t you

listen to what I

say and do”

“You don’t talk

to me as

much as your

competitors”

Why – Marketing Team Perspective

10

“Don’t have

purchase &

channel data

in one place”

“Takes

ages to get

counts”

“Don’t have

skills to ask

right

questions”

“Too slow to

send out

campaigns”

“Why can’t we

automate

stuff”

“I want to get

response

data back”

• Introducing Specialty Fashion Group

• Why

– Customer Experience Perspective

– Marketing Team Perspective

• Building Blocks

– Omni Channel data in one place

– Intelligent Customer Focused Analysis

– Fast Marketing Execution

• Specialty Fashion Group Results

• Final Thoughts

Topics

11

Building Blocks – Omni Channel Data in one place

Customer

Database

13

Building Blocks – Omni Channel Data in one place

Building Blocks – Omni Channel Data in one place

14

Customer

Database

“We draw upon behaviour from stores, eCommerce,

mCommerce, dm and social media across the brands. In

digital, every hover and/or click can be associated with a

member so we can leverage intent to increase sales.”

Building Blocks - Intelligent Customer Focused Analysis

15

Customer

Database

Customer

Intelligence

Building Blocks - Intelligent Customer Focused AnalysisCustomer Journey Focused

16

Lapsed

Customer

Best

Customer

Decrease

Spend

Increase

Spend

One

PurchaseProspect

“Focus on

Acquisition,

engagement, anti-

churn and re-

activation”

Building Blocks - Intelligent Customer Focused AnalysisKey Questions to Ask

17

Are we

acquiring the

right people?

Do we have a

single purchase

issue?

Who is at

risk?How many of

these are worth

reactivating?

How important

are your best

customers?

What influences

changes?

Which channels

are working?How frequently

are they buying?

What

customers buy

certain

products

together?

Building Blocks - Intelligent Customer Focused AnalysisIn-house or External

18

Build our own

team

Use External

Expertise

Use best

practice guides

and vertical

packages

Building Blocks - Intelligent Customer Focused AnalysisIdeas to skill you up

Building Blocks - Intelligent Customer Focused Analysis

“Our SDL platform

increases analyst

efficiency over 3x

faster”

“We deliver

accurate and

timely business

updates for weekly

exec meetings. “

Building Blocks – Fast Marketing Execution

21

Customer

Database

Campaign

Management

Customer

Intelligence

Building Blocks - Fast Marketing ExecutionRight Channel, Right Product, Right Message, Right Time

22

An Autograph eDM from week x

Personalised ad-hoc campaign driven by:

– Inventory

– Personalisation

– Discount

– Open and Click

– Store location

– Behaviour - clicks and/or hovers

– Propensity to shop online

– Results vs control

• 60% uplift in conversion

• 14% uplift in customer margin

• 80% uplift in campaign margin

Building Blocks - Fast Marketing ExecutionIntelligent ad-hoc campaigns

23

Building Blocks - Fast Marketing ExecutionAutomating Journeys

24

Building Blocks - Fast Marketing Execution

25

“The SDL solution drastically reduced

production times for eDM (electronic

Direct Marketing) from 24 hours to less

than 2 hours”

• Introducing Specialty Fashion Group

• Why

– Customer Experience Perspective

– Marketing Team Perspective

• Building Blocks

– Omni Channel data in one place

– Intelligent Customer Focused Analysis

– Fast Marketing Execution

• Specialty Fashion Group Results

• Final Thoughts

Topics

26

Specialty Fashion Group - Results

27

“single customer view of

member behaviour

across brands, and to

drive cross-channel

engagement. “

“drastically

reduced production

times for eDM from

24 hours to less

than 2 hours.”

“Our SDL platform

increases analyst

efficiency over 3x

faster”

• Since implementing the SDL

solution, the most recent 200

eDM campaigns delivered an

ROI of 2,200%, as well as

realizing the following:

–eDM open rate uplift of 12% on

industry benchmarks

–eDM click through rate uplift of 44%

against industry benchmarks

– Increase in email member contribution

to sales from 32.4% to 45.7%

Specialty Fashion Group - Results

28

• Introducing Specialty Fashion Group

• Why

– Customer Experience Perspective

– Marketing Team Perspective

• Building Blocks

– Omni Channel data in one place

– Intelligent Customer Focused Analysis

– Fast Marketing Execution

• Specialty Fashion Group Results

• Final Thoughts

Topics

29

Consumers want to purchase anywhere they

want and want a seamless experience...the

omni-channel shopper has a three- to four-

times higher propensity to spend.“

Source: Saks CEO Steve Sadove,

September 2012

Final Thoughts

30

Final Thoughts

31

• Email rluxton@sdl.com

• Twitter RogerLuxton

• LinkedIn Roger Luxton

• Phone 07753 902878

• Website www.sdl.com

http://www.sdl.com/solutions/industry/retail/cma.html

- Best Practice Papers

- Speciality Fashion Case Study

- Awards and the CFO talking about what they do

Contact Details

32

Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,

service marks, images and logos are the property of their respective owners.

This presentation and its content are SDL confidential unless otherwise specified, and may not be

copied, used or distributed except as authorised by SDL.