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Track: Customer Journey Showcase #CNX14 #CNX14 Creating Cross-Channel Customer Journeys
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#CNX14 - Creating Cross-Channel Customer Journeys

Nov 13, 2014

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Your customers are interacting with your brand in new ways every day. Are you engaging with them in their channel of choice? Join us to discuss the ins and outs of developing a cross-channel customer journey. You’ll hear success stories as well as best practices for developing a cross-channel experience that’s right for your customer.
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Page 1: #CNX14 - Creating Cross-Channel Customer Journeys

Track: Customer Journey Showcase

#CNX14

#CNX14

Creating Cross-Channel Customer Journeys

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Kandice CarlsonSr. Marketing

Consultant

ExactTarget

Brett BillickVice President,

Channel & Growth RetailMeNot, Inc.

Bob MarianoManager of

Digital Marketing

Raley’s Family of Fine Stores

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Cross-Channel Marketing:Hot, But Not Happening

-eMarketer, September 2014

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Overcome Organizational Silos

Expand Your Data Set

Find the Right Product & Tools

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It has never been a better time to truly focus on the customer experience and craft journeys that build upon the customer's experience with your brand.

Journey Builder Success Guide

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Shared by Walgreens at the Mcommerce Summit

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#CNX14

RetailMeNot, Inc.

Brett Billick, Vice President, Channel & Growth

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RetailMeNot: Who We Are

• The world’s largest marketplace of digital offers

• We connect consumers across all of our platforms to brands

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RetailMeNot: Who We Are

App downloads

~38MM

Geo-fence locations

$3.5B

175K+Twitter followers

2.7MM+Facebook fans

16MM+Total site traffic is mobile

Total ecommerce sales driven by RMN.com Thanksgiving thru Cyber Monday

Facilitated 2013 global merchant sales

Email subscribers

Visits/month

2.6%

15K+

~39%15MM+

*As of June 30, 2014

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THE DIGITAL COUPON AUDIENCE IS GROWING FASTER THAN EXPECTED

In 2014, 55% of adult internet users will redeem a digital coupon via any device for either online or offline shopping.

– eMarketer, 2013

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More than

70% of digital coupon users will

redeem a coupon or code on a mobile device for online or offline shopping.

- eMarketer, 2014

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The RetailMeNot Deal Seeker

• Female 25-54• Parent• HH Income $75K+• Spend $2K+ shopping annually• Uses a desktop and/or mobile device to

deal seek• Looking for ease, relevance, and

content

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Stages of the deal seeker’s journey

Monitoring Deciding to Shop Preparing Actively

ShoppingEvaluating

Deal Purchasing Sharing Deal

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Mapping channels and needs to the journey

© 2014 Kelton. % Based to total who engaged in each stage

Monitoring Deciding to Shop Preparing Actively

Shopping Evaluating Deal Purchasing Sharing Deal

Avg. Proportion of Total Trip[Among total]

16% 12% 14% 24% 13% 18% 3%

Enjoyment of Journey Stage*

Primary Channel of Engagement

43% 55% 49% 66% 54% 68% 58%

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Mobile is key to our story

We are consistently driving for cross channel usage – to meet our deal seekers needs at every step

Example: We ask our users during onboarding in app and online to a) tell us their favorite stores and b) sign up to receive deals

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We then deliver on a promise, no matter where you are, to never miss a deal….

Mobile Push Email

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What’s next? The journey continues…..

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Raley’s Family of Fine Stores

Bob Mariano, Manager of Digital Marketing

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Strategy and long-term growth

vs.

“What have you done for me lately?”

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Goals – Presentation Overview

1 2 3

A snapshot of Raley’s past and

present

A look into our loyalty communications

program

Our plans to improve the Customer

Journey using cross-channel marketing

and automation

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“The conventional grocery store model is dead.” - an anonymous but very pleasant Raley’s executive

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Cross Channel Marketing

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Customer Journey – Longer Cycles

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Building a yearly cycle with increased relevance …each week …month …and quarter.

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How will you deliver relevance – not just through content, but

through timing, frequency and

location (digital & physical!)

Get everyone in your organization on

board! Delivering on a Customer Journey requires commitment

across teams!

Don’t wait!

Innovate – Experiment – Test &

Learn!

Define “Customer Journey” for your enterprise…

1 2 3

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Questions?

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Take the after-session survey!

Take the Survey in the Connections 2014 Mobile App

Join the Conversation!

#CNX14

$50StarbucksGift Card

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CUSTOMER JOURNEY SHOWCASE

MARKETING THOUGHT LEADERS

EMAIL MARKETING PRODUCT STRATEGY& ROADMAP

PERSONAL TRANSFORMATION

& GROWTH

SOCIAL MARKETING MOBILE & WEB MARKETING

DEVELOPERS HANDS-ON TRAINING

INDUSTRY TRENDSETTERS

CREATIVITY & INNOVATION

SALESFORCE FOR MARKETERS

ROUNDTABLES