White Paper

Powering Successful Direct-to-Consumer Initiatives: Lessons from the World’s Most Innovative Retailers and Consumer Brands

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Powering Successful Direct-to-Consumer Initiatives: Lessons from the World’s Most Innovative Retailers and Consumer Brands

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In BriefWorking for a top retailer or B2C brand, you recognize that optimized customer data is at the heart of your business success. To deliver a superior experience, you need to establish a customer-centric organizational culture. This transformation needs to be built based on a connected, comprehensive, and compliant customer data foundation. That is why data innovators around the world are counting on Reltio Connected Customer 360 - the responsive data platform that provides real-time intelligence to power hyper-personalized and connected experiences, across all channels, every time. In this paper, we share how some of the world’s top retailers and B2C brands have benefited by leveraging the Reltio platform, and we reveal some of the lessons we’ve learned in supporting these organizations.

Introduction: The Customer Experience ImperativeIn the experience economy, every customer interaction counts. If you want to win in your markets, you need to establish a customer-centric culture, accelerate direct-to-consumer initiatives, and deliver hyper-personalized and connected experiences at every touchpoint. Your customers continue to place an increasing emphasis on experiences they receive, and business implications are massive. Aberdeen: Data Strategy to Maximize Retail and CPG Digital Transformation ROI research shows organizations with connected data are achieving far superior results and achieving their KPIs as compared to their competitors.

The Challenges B2C Organizations Are FacingCustomer data is at the center of all your business’ core objectives. Without rich and connected intelligence, you can’t deliver the connected customer experiences that are required to power successful direct-to-consumer initiatives. While enhancing customer intelligence continues to get more critical, it is proving very difficult in many enterprises. Why?

Organizations lack visibility into omnichannel interactions, which impedes their ability to hyper-personalize their consumer engagement across all touchpoints. Over the years, a range of solutions have been implemented to take this data and make it more unified and integrated. While CRM, contact center, and marketing automation applications help, they ultimately fall short in delivering connected consumer visibility.

Competitive Edge with Connected Engagement

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Powering Successful Direct-to-Consumer Initiatives: Lessons from the World’s Most Innovative Retailers and Consumer Brands

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Fragmented and poor data quality are often the biggest obstacles to improving consumer engagement. If you’re stuck relying on disconnected and disjointed data from line-of-business and legacy master data management (MDM) systems, your teams struggle to deliver optimized consumer experiences. The subpar data leads directly to missed selling opportunities. That’s why your enterprise must employ a connected customer data platform that eliminates the barriers imposed by legacy systems.

You need a platform that can effectively bring together the data you need, whether it originated in internal applications, third-party data feeds, omnichannel transactions, interactions or social media. It must help you unlock the value of data relationships among consumers, households, stores, locations, products, devices, and suppliers. And, should also simplify and help manage consumer consent - understanding communication preferences, and adhere to the emerging regulations.

How Reltio Connected Customer 360 Can HelpFor today’s B2C firms, the choice is clear: Deliver superior consumer experiences or risk losing market share. That’s why the world’s largest retailers and B2C brands are turning to Reltio. We deliver connected customer data that powers hyper-personalized and connected experiences—across channels, departments, stores, and brands.

Reltio Connected Customer 360 is an award-winning SaaS platform. The platform is built on a cloud-native, big data architecture that offers the scalability to support the operational demands of the largest enterprises and the most time-critical applications. By leveraging machine learning and connected graph technology, the platform provides you actionable consumer insights - product recommendation, next best action, lifetime value, profitability, buying and churn propensity, and more to hyper-personalize your consumer engagement.

Connected Consumer View: Putting All the Pieces Together

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Powering Successful Direct-to-Consumer Initiatives: Lessons from the World’s Most Innovative Retailers and Consumer Brands

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The Reltio platform empowers your organization to:

Provide personalized consumer experiences, for example, through customer loyalty programs, e-commerce, and self-service support.

Deliver a consistent omnichannel experience, whether customer order online or pick up at stores.

Run hyper-personalized, multi-channel marketing campaigns, and uncover upsell and cross-sell opportunities.

Increase customer lifetime value through higher customer satisfaction, repeat business, positive reviews, and referrals.

Ensure that customer engagement is compliant with regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

How Our Customers Benefit from Connected Customer Profiles Reltio customers are the most innovative Global 2000 enterprises. Every day, our customers trust our solution to manage the data that matters most. With the Reltio platform, customers are establishing customer-centric operations, expediting direct-to-consumer initiatives, and delivering optimized, hyper-personalized experiences across channels. In the following sections, we feature case studies that illustrate how B2C and retail customers benefit by employing Reltio Connected Customer 360.

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Powering Successful Direct-to-Consumer Initiatives: Lessons from the World’s Most Innovative Retailers and Consumer Brands

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Case Study #1: Leading Pet Specialty Retailer Competes with Online Retailers on Experience

“We looked for a data management solution that could not only help us model relationships among pet parents, caregivers, pets, employees, and stores but do it at big data scale and in real-time. With the Reltio platform, our teams can deliver hyper-personalized experiences that boost revenues and loyalty.”

—Technical Delivery Manager, Consumer Knowledge at a Leading

Pet Specialty Retailer

50mPet & Pet-parent Profiles

1500+Stores

12Systems Integrated

Vision

• Transforming from a traditional retailer into acustomer-centric service company by focusingon personalized experiences for pet parents andservice providers, including groomers, coaches, andvets.

• Competing against the “Amazon effect” byleveraging data to offer pet parents a consistentexperience, unique services, and an efficientomnichannel journey.

• Unlocking the value of data relationships among apet, pet parents, and service providers

• Increase annual pet-parent spend, retention, andcross-sell service opportunities.

Without Reltio

• The company struggled with fragmented dataacross multiple systems.

• The retailer had multiple repetitive data entrypoints from its customers, resulting in disconnectedcustomer experiences across departments andservices.

• Without a unified view of pet parents, they couldnot match their competition in offering timelycontent or relevant product recommendations.

With Reltio

• Created a single view of more than 50M pets andpet parents across all their brands, joint ventures,and internal systems.

• Established a single repository of trusted pet-parentprofiles that are enriched with all interactions,whether customers are calling, accessing the website, using a mobile app, or visiting the store.

• Gained visibility into pet parents’ preferred serviceproviders, enabling hyper-personalized services andmore targeted and effective sales.

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Powering Successful Direct-to-Consumer Initiatives: Lessons from the World’s Most Innovative Retailers and Consumer Brands

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Case Study #2: Driving Digital Transformation for a Leading Fast-Food Chain

“Reltio is at the center of our ability to improve customer experiences. It plays an integral role in our critical customer engagement processes, everything from new account signups to mobile app downloads, and it delivers the consistent, scalable performance we need, every time.”

—Chief Information Officer at a Leading Fast-Food Chain

30MConsolidated Customer Profiles

40K+Stores

110+Countries

Vision

• Reinventing their global customer loyalty programto boost brand affinity, repeat purchases, customerretention, and profitability across their more than40,000 globally distributed franchises.

• Delivering an enhanced, more personalizedconsumer experience across all engagementchannels, including in franchise, on the web and inmobile apps.

• Maximizing the security of customers’ personalinformation and more efficiently complying withregulations and customers’ consent preferences.

• Make location-based offers

Without Reltio

• The company had to support two differentsystems for managing customer data, which led toinefficiency and disjointed experiences and stifledthe team’s ability to enhance services.

• Business lacked the ability to offer incentives tocustomers to promote regular visits and purchases.

• Business had no single, reliable view of theircustomers across multiple applications andchannels.

With Reltio

• They established a trusted, continuously updateddata foundation that helps feed real-timeinformation to in-store, mobile, and online channels.

• Integrated 30M profiles from two separate datasystems and fed data to downstream systems tosupport more than 50,000 transactions per day.

• Enhanced security of customers’ personaldata and streamlined compliance with regionaland international privacy regulations andwith consumers’ communication requests andpreferences.

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Powering Successful Direct-to-Consumer Initiatives: Lessons from the World’s Most Innovative Retailers and Consumer Brands

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Case Study #3: Luxury Retailer Scales Personalization

“The Reltio platform delivers the connected customer data that is at the heart of our strategic customer initiatives. With the platform, we can deliver connected and hyper-personalized customer experiences across our brands and channels.”

—Vice President of Marketing Technology, Luxury Brand Retailer

5000sales associates supported with real-time intelligence

100sof systems integrated

Vision

• To expand the capabilities of in-store and onlinechannels to deliver highly personalized andengaging experiences that had only been possibleto deliver to select customers.

• To harness enhanced customer visibility in order topower more sustainable growth.

• Offer premium, targeted services that help increasecustomer lifetime value.

Without Reltio

• The company could only support basic marketing,teams had to put in a significant amount of effort forany relevant campaigns.

• Teams lacked visibility into a big swath of customerswho walked in or visited the web site.

• Sales associates in one location could not see if acurrent customer visited another store location.

• Teams lacked visibility into relationships betweensales associates and customers.

With Reltio

• The company equipped sales associates with real-time access to rich customer profiles that includedata from all stores and brands, all transactions, allonline interactions, and more.

• They delivered views of customer profiles thatwere tailored to specific roles and teams, includingmarketing, digital, point of sale, and more.

• A cloud-native solution delivered fast time to valueand the agility to adapt to evolving requirements.

• Streamlined compliance with consent managementand customer communication preferences,supported the compliance needs.

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Powering Successful Direct-to-Consumer Initiatives: Lessons from the World’s Most Innovative Retailers and Consumer Brands

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Why Choose Reltio Connected Customer 360

Deliver Business Value, Fast

• Establish the connected data thatpowers connected experiences andboost customer loyalty.

• Gain scalability and agility to supportnew use cases and business models toadapt to changing digital landscape.

• Support global and local businessrequirements concurrently withplatform flexibility.

Organize Data at Big Data Scale

• Continuously support any volume ofconnected data at speed and scalebased on business needs.

• Scale-up and down on-demand tosupport business growth and demandspikes without any downtime.

Be on Industry’s Only Cloud-native Data Platform

• The Reltio platform is born in thecloud, not retrofitted from an on-premises system.

• Reltio enables higher rate ofinnovation and new technologyadoption.

Unlock the Value of Relationships with Connected Graph

• Discover many-to-many relationshipsacross people, products, locations,stores, and households.

• Reduce marketing cost by identifyingand targeting the right person orrecommending the right product andmore.

Get Insight-Ready Data for Your AI and ML Initiatives

• Improve AI and ML ROI by derivinginsights based on the trusted datafoundation.

• Consistently enrich the profile withclosed-loop insight for advanceinsights.

Support Operational & Analytical Use Cases

• A shared data model for bothoperational and analytical use cases.

• Provision organized data in real-timeto impact experience at the point ofengagement.

Deliver Fast Time-to-Value

• Cloud-native platform provides acomplete environment, ready to useon day one.

• Reltio offers pre-built data models,templates, workflows, and data-drivenapplications.

Enjoy Consumer-Grade User Experience

• Intuitive user interface promotes fasteradoption and higher productivity forall roles, including business users, datastewards, and administrators.

• Higher quality, contextual data thatpowers faster, smarter decisionmaking and optimized operations.

Ensure Security, Compliance & Consent Management

• Reltio provides granular, attribute-level audit, history, and lineage of alldata usage and changes.

• Simplify compliance with privacy laws.

• Manage consent and communicationpreferences across campaigns, brands,channels, and locations.

See how Reltio Connected Customer 360 can help you power your Direct-to-Consumer initiatives

Watch the demo

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ABOUT RELTIO

Reltio is an award-winning cloud software provider that enables enterprises to win in the experience economy. Reltio Connected Customer 360 is a fundamentally better way to create rich customer profiles that include relationships, omnichannel transaction and interaction data, and other valuable insights. Global 2000 enterprises use this information to fully understand customers and deliver exceptional experiences.

Innovative global brands trust Reltio Connected Customer 360 to manage the customer data that matters most to their businesses. Reltio customers include eight of the top 10 global pharmaceutical and life sciences companies, market-leaders in healthcare, financial services, and technology, major travel and hospitality brands, and prestigious international luxury consumer brands in fashion, retail, and personal care. Visit www.reltio.com to reimagine your customer experience.