SDL Proprietary and Confidential SDL Proprietary and Confidential Making Omni Channel a reality. Featuring Specialty Fashion Case Study Roger Luxton, Industry Marketing Director SDL February 2013
Jul 06, 2015
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 [email protected]
• 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.