Keeping Up With The Consumer

Keeping Up With!The Consumer:!How brands can win with deeper insights Marissa Tarleton, CMO, North America @MBTarleton @RetailMeNotInc

Retail is facingnew challenges

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•  The journey is complex. •  The consumer is in control and

expectations are high. •  Smart use of data is a

key enabler to retailer success.

The New Consumer Journey

1,044 DIGITAL TOUCHPOINTS*

Source: Google/Luth Research, “Mobile’s Growing Role in a Shopper’s Purchase Decision,” July 2016. 3

TYPES OF SITES VISITED:

*Touchpoints =searches, website visits, video views, clicks

27% Coupons & Deals

25% Other

17% Online Retailer

14% Brand Retailer

12% Listing & Consignment

3% Google

1% YouTube

1% Wedding Registry

1% Social

<1% Lifestyle & Blog

54%DESKTOP 46%

MOBILEMEET LEENA

The New Consumer Journey

Source: Google/Luth Research, “Consumer Search Trends in I-Need-Some-Ideas Moments,” July 2016. 4

TYPES OF SITES VISITED:

106 Google Searches

20 Google Image Searches

140 Brand Retailer Interactions

100 University Interactions

202 Mass Online Retailer Interactions

95 Coupons & Deals Interactions

600 DIGITAL TOUCHPOINTS*

79%DESKTOP 21%

MOBILEMEET

MARCUS

*Touchpoints =searches, website visits, video views, clicks

The New Consumer Journey

947 DIGITAL TOUCHPOINTS*

Source: Google/Luth Research, “The Rise of Comparison Shopping on Mobile” July 2016. 5

KAITLYN’S JOURNEY:

24 Google searches

10 YouTube video views

359 Brand retailer interactions

87 Mass online retailerinteractions

399 Coupon and dealsite interactions11%

DESKTOP 89%MOBILE

MEET KAITLYN

*Touchpoints =searches, website visits, video views, clicks

Four Ways Retailers Can Win Through Insights

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Discover and Anticipate

Reach Customer Micro-moments

Scale Data Efforts Expand Your Insights

USE DATA TO DISCOVER CONSUMER TRENDS

WHEN, WHAT, WHERE

Discover and Anticipate

Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/ 7

NOVEMBER1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 1 26

27 28 29 30

DECEMBER 1 2 10

4 5 6 7 8 9 411 12 13 14 15 7 2

3 8 9 21 22 6 24

25 5 27 28 29 30 31

NOVEMBER1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

27 28 29 30

DECEMBER 1 2 3

4 5 6 7 8 9 10

11 12 13 14 15 16 17

18 19 20 21 22 23 24

25 26 27 28 29 30 31

DECEMBER1 2 3

4 5 10 9 8 9 10

11 4 7 14 15 16 17

18 19 20 21 22 23 24

25 26 27 28 29 30 31

NOVEMBER1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 8 2 26

3 1 6 30

Use Data to Discover Trends

Food & Entertainment Travel & Auto

Clothing Home & Garden Office Supplies

Computers & Electronics Multi-Category

Sports & Fitness Teen Clothing Toys & Kids

Accessories Books Gifts

Health & Beauty Personal Services Sports & Fitness

Food & Entertainment Health & BeautyPersonal Finance

RESEARCH & PLANNING(PRE- THANKSGIVING)

DEAL SEEKING(THANKSGIVING – MID-DEC)

LAST MINUTE(MID-DEC TO CHRISTMAS)

POST HOLIDAY (AFTER CHRISTMAS)

Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/ 8

Leverage mobile and location for discovery

Source: The RetailMeNot Promotions Index data - https://www.retailmenot.com/corp/index/

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ENGAGEMENTis about capturing the customer in

the moments that matter.

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Reach Customer Micro-moments

Succeeding in the moments that matter

Source: Google, “Micro-Moments: Your Guide to Winning the Shift to Mobile.” 11

I-want-to-knowI-want-to-doI-want-to-buy

I-want-to-knowI-want-to-doI-want-to-buy

Image: Sephora.com 12

Engaging throughout thecustomer experience

I-want-to-knowI-want-to-doI-want-to-buy

Engaging throughout thecustomer experience

Image: https://www.babble.com/beauty/test-your-skins-color-iq/ 13

Engaging throughout thecustomer experience

I-want-to-knowI-want-to-doI-want-to-buy

14 Image: https://www.fastcompany.com/3043166/most-creative-people/first-look-inside-sephoras-new-innovation-lab/3

77% of consumers have chosen, recommended,

or paid more for a brand that provides a personalized service or experience.

15 Source: Forrester’s North American Consumer Technographics Brand Compass Survey, Q3 2015

Scale Data Efforts

Personalization done right drives more engagement

Image Source: www.udr.com/ 16

Scale data automation for better personalization

Source: 17

Scale your efforts with the help ofmarketing automation

Source: VB Insight “Marketing Automation, how to make the right buying decision” (2015) 18

80% of marketing

automation users saw their number of

leads increase

77% saw the number of conversions increase.

Expand Beyond Owned-Insights

Source: 19

Types of Third-Party Marketing Data

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Competitive Behavioral Location Device Interest Demographic Contextual

74% !admit to repeating the same promotions

each year with minor adjustments or devising new plans using old

performance data.

Source: April, 2016 survey of 110 retail marketing decision makers among the top 750 retailers by Tech Validate on behalf of RetailMeNot.

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Seek new data sources for deeper category, competitive and offer performance prediction

Source: RetailMeNot Promotion Index https://www.retailmenot.com/corp/index/ 22

Seek new data for promotional optimization: •  Category benchmarking •  Competitive insights •  Offer performance prediction

Recommendations

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Anticipate where your consumer is

heading

Meet shoppers in the moment—

again and again

Partner to scale internal insights

Grow your data ecosystem

LEENA MARCUS KAITLYN

Questions?

[email protected]