#CNX14 - Creating Cross-Channel Customer Journeys

Track: Customer Journey Showcase

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Creating Cross-Channel Customer Journeys


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Kandice CarlsonSr. Marketing

Consultant

ExactTarget

Brett BillickVice President,

Channel & Growth RetailMeNot, Inc.

Bob MarianoManager of

Digital Marketing

Raley’s Family of Fine Stores


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Cross-Channel Marketing:Hot, But Not Happening

-eMarketer, September 2014


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Overcome Organizational Silos

Expand Your Data Set

Find the Right Product & Tools


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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


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Shared by Walgreens at the Mcommerce Summit


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RetailMeNot, Inc.

Brett Billick, Vice President, Channel & Growth


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RetailMeNot: Who We Are

• The world’s largest marketplace of digital offers

• We connect consumers across all of our platforms to brands


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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


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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


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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


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Stages of the deal seeker’s journey

Monitoring Deciding to Shop Preparing Actively

ShoppingEvaluating

Deal Purchasing Sharing Deal


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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%


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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


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We then deliver on a promise, no matter where you are, to never miss a deal….

Mobile Push Email


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What’s next? The journey continues…..


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Raley’s Family of Fine Stores

Bob Mariano, Manager of Digital Marketing


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Strategy and long-term growth

vs.

“What have you done for me lately?”


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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


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“The conventional grocery store model is dead.” - an anonymous but very pleasant Raley’s executive


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Cross Channel Marketing


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Customer Journey – Longer Cycles


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Building a yearly cycle with increased relevance …each week …month …and quarter.


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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


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Questions?


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Take the after-session survey!

Take the Survey in the Connections 2014 Mobile App

Join the Conversation!

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$50StarbucksGift Card


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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

#CNX14 - Creating Cross-Channel Customer Journeys

Documents

#CNX14 - Creating Cross-Channel Customer Journeys