Track: Customer Journey Showcase #CNX14 #CNX14 Creating Cross-Channel Customer Journeys
Nov 13, 2014
Track: Customer Journey Showcase
#CNX14
#CNX14
Creating Cross-Channel Customer Journeys
Track: Customer Journey Showcase
#CNX14
Kandice CarlsonSr. Marketing
Consultant
ExactTarget
Brett BillickVice President,
Channel & Growth RetailMeNot, Inc.
Bob MarianoManager of
Digital Marketing
Raley’s Family of Fine Stores
Track: Customer Journey Showcase
#CNX14
Cross-Channel Marketing:Hot, But Not Happening
-eMarketer, September 2014
Track: Customer Journey Showcase
#CNX14
Overcome Organizational Silos
Expand Your Data Set
Find the Right Product & Tools
Track: Customer Journey Showcase
#CNX14
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
Track: Customer Journey Showcase
#CNX14
Shared by Walgreens at the Mcommerce Summit
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
#CNX14
RetailMeNot, Inc.
Brett Billick, Vice President, Channel & Growth
Track: Customer Journey Showcase
#CNX14
RetailMeNot: Who We Are
• The world’s largest marketplace of digital offers
• We connect consumers across all of our platforms to brands
Track: Customer Journey Showcase
#CNX14
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
Track: Customer Journey Showcase
#CNX14
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
More than
70% of digital coupon users will
redeem a coupon or code on a mobile device for online or offline shopping.
- eMarketer, 2014
Track: Customer Journey Showcase
#CNX14
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
Track: Customer Journey Showcase
#CNX14
Stages of the deal seeker’s journey
Monitoring Deciding to Shop Preparing Actively
ShoppingEvaluating
Deal Purchasing Sharing Deal
Track: Customer Journey Showcase
#CNX14
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%
Track: Customer Journey Showcase
#CNX14
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
Track: Customer Journey Showcase
#CNX14
We then deliver on a promise, no matter where you are, to never miss a deal….
Mobile Push Email
Track: Customer Journey Showcase
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What’s next? The journey continues…..
Track: Customer Journey Showcase
#CNX14
#CNX14
Raley’s Family of Fine Stores
Bob Mariano, Manager of Digital Marketing
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Strategy and long-term growth
vs.
“What have you done for me lately?”
Track: Customer Journey Showcase
#CNX14
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
Track: Customer Journey Showcase
#CNX14
“The conventional grocery store model is dead.” - an anonymous but very pleasant Raley’s executive
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Cross Channel Marketing
Track: Customer Journey Showcase
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Customer Journey – Longer Cycles
Track: Customer Journey Showcase
#CNX14
Building a yearly cycle with increased relevance …each week …month …and quarter.
Track: Customer Journey Showcase
#CNX14
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
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Questions?
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
$50StarbucksGift Card
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
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