T h e R e t a i l E v o l u t i o n : A l i g n i n g Yo u r D i g i t a l S t r a t e g y

Brian Sannicandro

Director of Client Services

Source: Advertising Week

30+ Years Ago Today

C h e a p e r P r i c e s

M o r e P r o d u c t O f f e r i n g s A S e a m l e s s S h o p p i n g

E x p e r i e n c e

E n g a g e m e n t I n T h e i r P r e f e r r e d C h a n n e l s

C o n v e n i e n c e

What Shoppers are Demanding

“ R e t a i l s u c c e s s i n 2 0 1 8 w i l l b e a b o u t h o w w e l l r e t a i l e r s a d a p t t o t h e c h a n g i n g m a r k e t a r o u n d t h e m

a n d t h e e v o l u t i o n o f t h e i r c u s t o m e r s ’ n e e d s . ”

– Rupa Ganatra

Founding Partner, Millennial 20/20

A c t i o n a b l e D a t a

D a t a C o l l e c t i o n

I N S T O R E

S O C I A L

E C O M M E R C E

L O Y A L T Y

W E B

D I R E C T M A I L E V E N T S

Factors Driving CMO Success

Knowing how to use customer data analytics

Marketer Spending

Expected increase in spending in the next 3-5 years

90% SocialMedia 127% Mobile 375% Marketing

Analytics

The Data Challenge

Top organizational capability gaps identified by marketing leaders

Marketing Innovation

Customer Focus

DigitalMarketing

OmnichannelExecution

MarketingAnalytics

1

CustomerDevelopment

and Management

2

3

4

5

6

For each capability listed, more than 10% of survey respondents ranked it as a top three gap out of nine capabilities

“Expectations are very different around personalization, but importantly, an authentic version of it. Not, ‘You abandoned your cart and we’re recognizing that.’ It will be genuinely recognizing who you are as a unique human. The only way to do this at scale is through embracing data science and what you can do through innovation.”

- Katrina Lake, CEO & Founder, Stitch Fix

M a r k e t i n g M a t u r i t y M o d e l

LEVEL 1

BASE EMAILEmail Only

Basic Acquisition

Limited or No Segmentation

No Personalization

LEVEL 2

PERSONALIZATIONAdvanced Segmentation

Intelligent Trigger & Abandonment Campaigns

Multi-Channel

LEVEL 3

ARTIFICIALINTELLIGENCE

Predictive Recommendations

Predictive Content

Propensity Models

Machine Learning

LEVEL 4

CRM ANALYTICS

Unification

Data Visualization

Advanced Analytics

Data Exploration

Advanced Modeling

Maturity Model

Marketers must optimize for customer experience

149,513 emails sent every minute

“I get too many emails”

269 billion emails sent daily

L e v e l i n g U p

LEVEL 1

BASE EMAILEmail Only

Basic Acquisition

Limited or No Segmentation

No Personalization

LEVEL 2

PERSONALIZATIONAdvanced Segmentation

Intelligent Trigger & Abandonment Campaigns

Multi-Channel

LEVEL 3

ARTIFICIALINTELLIGENCE

Predictive Recommendations

Predictive Content

Propensity Models

Machine Learning

LEVEL 4

CRMANALYTICS

Unification

Data Visualization

Advanced Analytics

Data Exploration

Advanced Modeling

Maturity Model Level 1

L E V E L 1 : B A S E E M A I L

Don’t Ignore the Basics!

Technology & Expertise

Acquisition

Broadcast Emails

Transactional Emails

Automation

Testing & Engagement

LEVEL 1

BASE EMAILEmail Only

Basic Acquisition

Limited or No Segmentation

No Personalization

Acquisition: Pop-Up

L E V E L 1 : B A S E E M A I L

On-site acquisition generates

20%average annual list growth

Acquisition: Sweepstakes

L E V E L 1 : B A S E E M A I L

Broadcast Message

L E V E L 1 : B A S E E M A I L

Broadcast Messages generate

50-70%of email channel revenue

L E V E L 1 : B A S E E M A I L

Transactional Email

Welcome Series

L E V E L 1 : B A S E E M A I L

Always Be Learning: Testing is Critical to Your Success

L E V E L 1 : E N G A G E M E N T & T E S T I N G

LEVEL 1

BASE EMAILEmail Only

Basic Acquisition

Limited or No Segmentation

No Personalization

LEVEL 2

PERSONALIZATIONAdvanced Segmentation

Intelligent Trigger & Abandonment Campaigns

Multi-Channel

LEVEL 3

ARTIFICIALINTELLIGENCE

Predictive Recommendations

Predictive Content

Propensity Models

Machine Learning

LEVEL 4

CRMANALYTICS

Unification

Data Visualization

Advanced Analytics

Data Exploration

Advanced Modeling

Maturity Model Level 1

LEVEL 1

BASE EMAILEmail Only

Basic Acquisition

Limited or No Segmentation

No Personalization

LEVEL 2

PERSONALIZATIONAdvanced Segmentation

Intelligent Trigger & Abandonment Campaigns

Multi-Channel

LEVEL 3

ARTIFICIALINTELLIGENCE

Predictive Recommendations

Predictive Content

Propensity Models

Machine Learning

LEVEL 4

CRMANALYTICS

Unification

Data Visualization

Advanced Analytics

Data Exploration

Advanced Modeling

Maturity Model Level 2 & 3: Coming Up Next

Resources

• Cross-Channel Orchestration with Listrak• Tips for Cross-Channel Email and Mobile Acquisition• Email Marketing with Listrak• Welcome Series Research Study• Omnichannel Retail and Future of Stores with Internet Retailer• Baking Brand Awareness into Multi-Channel Communications