Shopper Marketing Summit 2015 Presentation

© RevTrax 2015. Confidential and proprietary property of RevTrax. All rights reserved.

Using CRM Data to Activate Shoppers at RetailElizabeth Tung, National Shopper Marketing, CloroxJonothan Treiber, CEO, RevTrax


• Build a smart CRM database by tracking digital

marketing channels to brand purchasing

• Coupon campaigns allow brands to collect data

points like

→ In which digital channel consumers engage

→ What action they took to reach the offer they

eventually redeemed

• Identify which channels represent ROAS

Tie Digital Marketing to Retail Sales


Consumer Lifetime Value Statistics

→ the longer the consumer relationship

the better the targeting

CRM data allows CPG’s to form those

relationships independently of retailers

Provides the base for 1:1 consumer

marketing and retailer activation

CRM Data in Consumer Personalization


Personalizing CPG Offers

Series A

Series B

$0.50

$0.50

$2.50

$2.50$1.50$1.50

Printed

$0.50

Not Printed

Series C

BRAND BConsumer who did not print

Redeemed and

PrintedAll Else

→ Create individualized user experiences based on consumer actions in real time

→ Optimize promotional budgets and offer efficiency


Promotional CRM utilize coupons as:

→ a data-collection vehicle

→ outbound content marketing

CRM enables brands to understand consumer behavior at an individual level for future targeting

Guide future media spending by creating look-a-like audiences in known

Provides leverage for brands to sell into retailers and build partnerships

Activate CRM Consumers at Retail


Household Retailer Propensity

Purchases Brands A, B and C once per month

Average monthly purchase size: $87.53

Preferred Retailer: Walmart


Disclaimer: The examples above are intended to outline our general product direction. It is intended for information purposes only and are not actual promotions or results.


Activate CPG CRM database consumers at

retail using 1:1, geo-targeted digital media to

drive them into their retailer of choice.

Geo-targeting CPG Promotions

Disclaimer: The examples above are intended to outline our general product direction.It is intended for information purposes only and are not actual promotions or results.


• Drive active, loyal CPG consumers into specific retailers

• Implement smart CPG coupon portals on retailer sites creating a cooperative database of common consumers

• Creates more effective partnerships between brands and retailers through shared data

Retailer Specific Promotions


Shopper Marketing Summit 2015 Presentation

Marketing

walmart revtrax

crm consumers

consumer marketing

targeting crm data

retailer activation

cpg crm database consumers

promotional crm

smart crm database