#CNX14 - Personalized Experiences: Web & Email Customization Made Easy

Track: Mobile & Web Marketing

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Fred Meyer Jewelers: Caitlin Leonard,Marketing DirectorExactTarget: Matt Coffman,Director of Product Management, Web Products

Personalized Experience: Bring the Offline Relationship into the Digital World with Predictive Intelligence


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Goals – Presentation Overview

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Online Customer Engagement is More

Needed and More Challenging than

Ever Before

Replicating the In-store Experience

from a Trusted Sales Consultant in an

Online Environment

Application Features that Provide

Automation and Other Enhancements

for Marketers


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Online Engagement Challenges

• Access to unlimited choices – hyperchoice

• Consumers are always connected and constantly shopping

• Multiple access points (store, web, mobile, etc)


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Transformation in Thinking


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Digital Marketers’ Perspective on Personalization

Feel most challenged by personalization

Strongly agree that they use machine-learning and

algorithms to personalize

Currently use predictive algorithms

to Personalize

A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014

Rachel Woodall

Algorithms missing the "o" in the middle graphic.


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Commissioned Independent Research Report, Forrester, 2014

Personalization efforts impact:


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We Used to See Customers Like This…


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Now We See Customers Like This…


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In-store, 1:1 Sales Strategies

Trusted Sales Consultants:• Get to know the customer• Develop a relationship• Personalize recommendations• Use wisdom gained to tailor the next pitch


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Translate the 1:1 Experience to Online

Gather data on your customer• Observe behaviors • Ask lifestyle-based questions• Pull data from other online sources


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Power of Predictive Intelligence


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• 324 fine jewelry stores and an extensive online selection• Opened in 1973; merged with Kroger Company in 1999• $98.4 billion in total sales in 2013• 375,000 associates company-wide


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Your Website Can be a Trusted Sales Consultant


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Predictive Recommendations


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Predictive Intelligence at Fred Meyer

• Reads signals of customers (implicit)• Asks questions (explicit)• Drives revenue, but preserves

average order value• Highlight Littman jewelry line• Emphasize protection plans• Enhance visibility of Watch

Protection Plans (Rule Manager)


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Fred Meyer Results

eCommerce is up 47% year over year

Watch Protection Plan revenue grew 150%


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Future Enhancements

• Implementation and optimization flow improvements

• Email Banner Personalization


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Future Enhancements

• Drag-and-drop configurations for email and cloud pages

• Catalog-agnostic recommendations

• Rule engine enhancements• New page/campaign wizard• In-app page/campaign reporting

and trend metrics


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Overcoming the Challenge of

Engaging Customers Online is Possible

with Predictive Content

Fred Meyer Successfully

Replicates the In-store Experience

with Online Customers

New Features and Upcoming

Enhancements Make Automation and Customization

Possible for Marketers

Recap Slide

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Take the after-session survey!

Take the Survey in the Connections 2014 Mobile App

Join the Conversation!

Prizes!

$50StarbucksGift Card Session speaker info

@mcoffman@caitlinleonard

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Questions?


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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


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#CNX14 - Personalized Experiences: Web & Email Customization Made Easy

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