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Exp
erie
nce
Eve
ryw
he
re:
Th
e N
ew
Dig
ital L
an
dsca
pe
T
ho
ug
ht L
ead
ersh
ip
an
d D
iscu
ssion
Th
e in
form
atio
n c
on
tain
ed
in th
is do
cu
men
t is the so
le p
rop
erty
an
d d
om
ain
of T
he C
HR
Gro
up
.
Th
e in
form
atio
n c
on
tain
ed
in th
is do
cu
men
t is the so
le p
rop
erty
an
d d
om
ain
of T
he C
HR
Gro
up
.
Th
e C
on
ne
cted
Cu
stom
er:
Re
de
finin
g &
Bu
ildin
g L
oya
lty
In To
day
’s Dig
ital L
an
dsca
pe
by B
etsy
Em
ery
Martin
CH
R / T
ho
ug
ht L
ead
ersh
ip
Th
e N
ew
Re
tail L
an
dsca
pe
R
eta
il Om
ni-c
han
nel stra
teg
ies th
at
perso
naliz
e a
cu
stom
er’s e
xp
erie
nce p
rese
nt
un
para
llele
d o
pp
ortu
nitie
s to c
reate
bra
nd
co
nn
ectio
ns th
at a
lign
with
cu
stom
er n
eed
s
an
d stre
am
line o
pera
tion
s, pro
du
cin
g re
ven
ue
gro
wth
as w
ell a
s co
st savin
gs.
Yet p
lan
nin
g, p
rioritiz
ing
an
d im
ple
men
ting
yo
ur d
igita
l road
map
has n
ever b
een
mo
re
ch
alle
ng
ing
. Ou
r Exp
erie
nce E
very
wh
ere
strate
gy m
eets th
at c
halle
ng
e.
Th
e C
on
ne
cted
Cu
stom
er
As w
e e
nte
r a n
ew
era
of th
e C
on
necte
d
Cu
stom
er, it is tra
nsfo
rmin
g w
hat it m
ean
s
to d
eliv
er in
no
vativ
e a
nd
rele
van
t bra
nd
exp
erie
nces. O
ur d
igita
l strate
gy p
rocess
co
mb
ines te
ch
no
log
y e
xp
ertise
with
a c
usto
mer-c
en
tric fo
cu
s to e
xam
ine c
ore
co
mp
etitiv
e v
alu
e, b
ran
d a
ttribu
tes, a
nd
infra
structu
re re
qu
ired
to se
am
lessly
en
gag
e,
co
nvert a
nd
bu
ild lo
yalty
with
yo
ur c
usto
mer.
Syn
chro
nizin
g th
e P
hysica
l to
Dig
ital a
nd
Back
In
sigh
t from
mark
etin
g, te
ch
nic
al a
nd
op
era
tion
al d
ata
sou
rces e
nab
les
a m
ultid
imen
sion
al, 3
60
deg
ree v
iew
to
cre
ate
the g
reate
st ease
in th
e c
usto
mer’s
jou
rney a
cro
ss dig
ital a
nd
no
n-d
igita
l
ch
an
nels–b
uild
ing
a stra
teg
y th
at ta
kes
yo
ur C
on
necte
d C
usto
mer fro
m th
e p
hysic
al
to th
e d
igita
l an
d b
ack. B
usin
ess o
bje
ctiv
es
dep
en
d o
n c
usto
mers a
cco
mp
lishin
g
go
als —
like fin
din
g p
rod
ucts a
nd
makin
g
desk
top
, mo
bile
, kio
sk, in
-store
, cata
log
an
d c
ross-c
han
nel p
urc
hase
s.
Incre
asin
g R
ele
van
cy, E
ng
ag
em
en
t an
d L
oya
lty
A w
ell-c
rafte
d d
igita
l strate
gy e
xte
nd
s the
exp
erie
nce o
f pro
du
cts a
nd
serv
ices a
s well
as th
e jo
urn
ey to
disc
overin
g, p
urc
hasin
g,
sharin
g a
nd
bu
ildin
g lo
yalty. T
his c
reate
s a c
om
petitiv
e a
dvan
tag
e b
y o
fferin
g u
niq
uely
rele
van
t exp
erie
nces th
at sh
orte
n
the d
istan
ce b
etw
een
need
an
d sa
tisfactio
n.
Th
e in
form
atio
n c
on
tain
ed
in th
is do
cu
men
t is the so
le p
rop
erty
an
d d
om
ain
of T
he C
HR
Gro
up
.
CH
R / T
ho
ug
ht L
ead
ersh
ip
Incre
asin
g E
fficien
cies a
nd
RO
I M
an
ag
ing
cam
paig
ns, c
on
ten
t, an
d c
om
merc
e
in th
e O
mn
i-ch
an
nel e
ra m
ean
s cen
traliz
ed
pro
cesse
s an
d sy
stem
s to su
pp
ort in
cre
asin
gly
p
erso
naliz
ed
log
ic a
nd
pro
gra
mm
atic
deliv
ery.
With
the c
orre
ct sy
stem
s an
d p
rocesse
s in
pla
ce, tra
ditio
nal d
ep
artm
en
ts are
tran
sform
ed
into
hig
hly
effic
ien
t an
d e
ffectiv
e d
igita
l
op
era
tion
s. Dig
ital p
latfo
rms a
nd
ag
ile
pro
cesse
s accele
rate
gro
wth
an
d e
fficie
ncy.
A m
ore
inte
gra
ted
an
d re
spo
nsiv
e m
od
el
en
han
ces th
e q
uality
of th
e u
ser e
xp
erie
nce
an
d e
fficie
ncy o
f op
era
tion
s. A g
ran
ula
r set
of ta
rget m
etric
s tracks p
rog
ress w
ith a
focu
s
on
real-tim
e v
alu
e m
easu
rem
en
t.
“Th
e C
on
necte
d C
usto
mer w
an
ts to
en
gag
e w
ith y
ou
r bra
nd
wh
en
ever,
wh
ere
ver a
nd
ho
wever th
ey w
an
t.” —
Betsy
Em
ery
Martin
We e
valu
ate
op
po
rtun
ities to
imp
rove
ou
tco
mes w
ith a
uto
matio
n a
s well a
s the
incre
ase
d e
fficie
ncy o
f man
ual p
rocesse
s. A
s mo
re a
gile
pro
cesse
s are
iden
tified
,
pla
nn
ed
, an
d te
sted
, we tra
in in
tern
al a
nd
exte
rnal te
am
s an
d m
easu
re o
utc
om
es.
We ta
ke stra
teg
y in
to a
ctio
n w
ith c
lear
req
uire
men
ts for ra
pid
imp
lem
en
tatio
n a
nd
retu
rn. W
e h
elp
iden
tify th
e b
est p
latfo
rms
an
d p
rocesse
s for im
ple
men
tatio
n o
f stra
teg
y p
lan
req
uire
men
ts.
Th
e in
form
atio
n c
on
tain
ed
in th
is do
cu
men
t is the so
le p
rop
erty
an
d d
om
ain
of T
he C
HR
Gro
up
.
Disco
ver th
e B
est P
ractice
s of th
e F
utu
re:
He
lp Y
ou
r Cu
stom
er A
nsw
er “W
hy?”
– Be
fore
Th
ey A
sk It
Le
ad
ersh
ip
Betsy
is an
inte
rnatio
nally
reco
gn
ized
e-c
om
merc
e le
ad
er w
ho
has d
efin
ed
an
d
imp
lem
en
ted
gro
wth
strate
gie
s for so
me
of th
e w
orld
’s mo
st loved
an
d tra
nsa
ctio
n
inte
nsiv
e b
ran
ds. H
er c
on
tribu
tion
to to
day’s
ever-c
han
gin
g m
ark
etp
lace h
as g
arn
ere
d o
ver
40
“Best o
f Web
” aw
ard
s an
d c
overa
ge in
top
med
ia o
utle
ts. Betsy
has p
artn
ere
d w
ith c
lien
ts su
ch
as N
utrisy
stem
, New
Yo
rk &
Co
mp
an
y,
Th
e V
itam
in S
ho
pp
e, K
ay &
Jare
d J
ew
ele
rs, 18
00
Mattre
ss, Ch
ef’s C
ata
log
, Bro
oksto
ne,
Visa
Inte
rnatio
nal, F
ran
klin
Tem
ple
ton
, an
d
man
y m
ore
. As a
resp
ecte
d p
ion
eer d
urin
g
the “d
ot-c
om
” bo
om
, Betsy
serv
ed
as C
hie
f o
f Clie
nt se
rvic
es a
t Fry
wh
ere
she m
an
ag
ed
acco
un
t team
s in c
reatin
g e
-co
mm
erc
e site
s
that se
t the in
du
stry sta
nd
ard
for e
xcelle
nce,
inclu
din
g E
dd
ie B
au
er, C
rate
& B
arre
l, Co
ach
an
d G
od
iva. S
he th
en
fou
nd
ed
an
d q
uic
kly
g
rew
Tellu
s to b
eco
me a
lead
ing
partn
er to
top
e-c
om
merc
e b
ran
ds n
atio
nally.
Be
tsy E
me
ry M
artin
P
resid
en
t an
d D
igita
l Ch
airm
an
T
he C
HR
Gro
up
“Reta
ilers m
ust e
nsu
re
that th
eir b
ran
d
exp
erie
nce, re
gard
less
of p
latfo
rm, sp
eaks to
th
e c
ore
rela
tion
ship
b
etw
een
the c
usto
mer
an
d th
e m
ark
ete
r.”
CH
R / T
ho
ug
ht L
ead
ersh
ip
Th
e in
form
atio
n c
on
tain
ed
in th
is do
cu
men
t is the so
le p
rop
erty
an
d d
om
ain
of T
he C
HR
Gro
up
.
Exp
erie
nce
Eve
ryw
he
re:
Me
etin
g C
usto
me
rs’ Ne
ed
s W
he
reve
r, Wh
en
eve
r an
d H
ow
eve
r T
hey E
ng
ag
e w
ith Y
ou
Exp
erie
nce E
very
wh
ere
:
A 3
60
Ap
pro
ach to
P
erso
nalize
d S
ervice
Exp
erie
nce
Eve
ryw
he
re:
A 3
60
Ap
pro
ach
to P
erso
nalize
d S
erv
ice
Th
e C
on
necte
d C
usto
mer w
an
ts to c
on
nect
with
yo
u w
here
ver, w
hen
ever a
nd
ho
wever
they fe
el m
ost c
onven
ien
t — in
yo
ur sto
re,
on
their d
esk
top
, ph
on
e o
r tab
let.
Th
e life
time v
alu
e o
f a lo
yal O
mn
i-ch
an
nel
cu
stom
er h
as a
30
% h
igh
er life
time v
alu
e
than
on
e w
ho
use
s on
ly o
ne c
han
nel.
Tod
ay’s d
igita
l reta
il lan
dsc
ap
e d
em
an
ds
a 3
60
deg
ree a
pp
roach
to b
uild
ing
loyalty
an
d c
usto
mer sa
tisfactio
n.
Th
e O
mn
i-Ch
an
nel
Cu
stom
er H
as a
30
%
Hig
her L
ifetim
e V
alu
e
30
%
Over O
ne B
illion
U
.S. R
eta
il Lo
yalty
P
rog
ram
Mem
bers
1 Billio
n
Mo
bile
Acco
un
ts fo
r 50
% o
f E
-co
mm
erc
e P
urc
hase
s 5
0%
CH
R / T
ho
ug
ht L
ead
ersh
ip
“As w
e h
ave e
nte
red
the n
ew
era
of th
e C
on
necte
d
Cu
stom
er, it is tra
nsfo
rmin
g w
hat it m
ean
s to
deliv
er p
erso
naliz
ed
, inn
ovativ
e a
nd
rele
van
t bra
nd
e
xp
erie
nces. T
he C
HR
gro
up
, with
its tale
nte
d
mem
ber a
gen
cie
s, is un
iqu
ely
po
ised
to d
eliv
er
en
d-to
-en
d im
pact.”
—B
etsy
Em
ery
Martin
Th
e in
form
atio
n c
on
tain
ed
in th
is do
cu
men
t is the so
le p
rop
erty
an
d d
om
ain
of T
he C
HR
Gro
up
.
Le
t’s Talk
Em
ery
Martin
is a le
ad
ing
e-c
om
merc
e c
on
sultin
g
firm h
elp
ing
som
e o
f the w
orld
’s mo
st resp
ecte
d
bra
nd
s by d
rivin
g p
erfo
rman
ce, in
no
vatio
n a
nd
sta
keh
old
er R
.O.I.
Ad
dre
ss: E
me
ry M
artin
/ Cin
cinn
ati
68
24
Ash
field
Driv
e, S
uite
20
0
Cin
cin
nati, O
H 4
524
2
Main
. 513
.83
1.66
84
Em
ery
Martin
/ New
Yo
rk
33
3 S
even
th A
ven
ue, 6
th F
loo
r N
ew
Yo
rk, N
Y 10
00
1 M
ain
. 212
.86
3.4
195
E
mail. in
fo@
em
ery
martin
.com
CH
R / T
ho
ug
ht L
ead
ersh
ip
Em
ail. in
fo@
em
ery
martin
.com
e
me
rym
artin
.com
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