The CMO Guide to Omnichannel Personalization

CMO Club and Industry Experts Weigh In

Don

HamblenRoundy’s

Supermarkets

Denise

IncandelaSaks Fifth

Avenue

Jennifer

DominiquiniSears

Susan

LintonsmithQuiznos

Pic

Ashley

SheetzGameStop

Lauri Kien

KotcherGodiva

Fred

NeilHome Depot

Susan

ShieldsJamba Juice

Kim

FeilOfficeMax

Elisabeth

CharlesPetco

Shannon

SmithJCrew

Paula

PuleoMichael’s

The CMO Guide to Omnichannel Personalization

CMO Club And Industry Experts Weigh In

1. What Is Omnichannel

Personalization?

2. How Do I Effectively Engage

Customers?

3. What Are The Critical Enablers?

4. Future… Customer Experience?

5. Keys To Success

6. Who’s Doing It Well?

October 2013, Written by 5one & Revionics

Nadine Dietz

Sheridan Stavac Kathy Beck Dick O’BrienTrish Ferguson

Karen Dutch

All content © 5one, Revionics and CMO Club

Executive Summary

Today’s CUSTOMERS ARE FIERCE.

They are savvy, demanding, impatient and unforgiving.

Long gone are the days of “loyal” customers because

you’ve given them a loyalty card or an interesting

promotion. Today’s customers are loyal to no one but

themselves and to win their business, you need to win

their minds. Although share of wallet is still a common

measure for evaluating loyalty, the new predictors for

gaining loyalty, or preventing attrition, are focused around

MINDSHARE.

So WHAT DOES THAT MEAN for retailers,

brands, any business interested in engaging

customers?

What the heck is “mindshare”? How in the world do you

gain it? It sounds so complicated… why bother to reach

out to those pesky customers at all if they aren’t listening

to you? Is it better to simply stop spending against loyalty

building initiatives and hope those customers decide to

still buy from you? Take away the cards, cancel

promotions, stop the emails, lose their phone numbers,

close the call centers, withdraw from the social network?

datasciencesseries.com

NO! The game has simply changed.

And the customer power shift is in full swing. To win

mindshare, retailers (and manufacturers and service

providers) both need to shift from a one-way monologue to a

two-way dialogue. Instead of hoping, pushing, forcing them to

listen to you, you need to listen to them… Talk with them, not

at them. Understand them. Engage them. Excite them.

Reward them in the way that resonates with their needs.

Provide to them a consistent fulfilling experience at every

touchpoint to ensure they not just “like” you…they love you!

They interact with you. They care about you. They talk about

you. They recommend you.

And if they don’t? Well, then you’ve got to work even harder. Because unhappy

customers are more powerful than happy ones!

All content © 5one, Revionics and CMO Club

Overview Of Content

This guide provides insights from CMOs for CMOs.

A must read, it provides rich peer examples and industry perspective on

how best to engage your customers through omnichannel personalization.

It is not intended to be a comprehensive guide on every marketing activity,

rather a collection of relevant actions that showcase how CMOs are

responding to today’s powerful customers and some tips on how to enable

success within your organization.

“Create a single

view of the

truth”

“Our consumers

are passionate and

we consider

them brand

ambassadors”

“Seamless

experience

across all

brands”

“I don’t want to be

just liked, I want

to be remarkable”

“To activate

shoppers before

they walk

in...through social,

mobile, digital

“Have to stop

talking to

ourselves and

start talking to

customers

instead’

We have aggregated feedback from 12 CMO Club

members and fellow industry experts to:

• Provide a peer definition of omnichannel personalization, make a

case for it and identify influencers

• Demonstrate how to shift interaction with customers from one-way

monologue to a two-way dialogue in any channel

• Identify critical enablers for execution and efficiency

• Provide a future outlook on the Customer Experience

• Summarize keys for success and peer nominated “best-in-class”

retailers who are delivering the Customer Experience with excellence

All content © 5one, Revionics and CMO Club

1 WHAT IS OMNICHANNEL PERSONALIZATION?

2 HOW DO I EFFECTIVELY ENGAGE CUSTOMERS?

3 WHAT ARE THE CRITICAL ENABLERS?

4 FUTURE…CUSTOMER EXPERIENCE?

5 KEYS TO SUCCESS AND WHO’S DOING IT WELL?

Table of

Contents

All content © 5one, Revionics and CMO Club

Foreword, By Bill Bishop

Taking Advantage of the New Realities

Consumers are always the first ones to experience changes in

the market and retailers are the first line of business to “read

and respond”. This can get complicated when changes

threaten to disrupt the market and undermine long held

competitive positions. Too often those who “own” the business

are unable to accept that they’ll have to make major

adjustments or face irrelevance and eventual loss of their

dominant position.

The rapid emergence of the omnichannel shopper creates this

type of disruption. One indication is that traditional marketing

and merchandising tools begin to lose their effectiveness.

Another is that new frequently unique types of competitors

come onto the scene and begin to win market share from

traditional retailers. This was called “the wheel of retailing” and

it’s important not to miss the rest of the story. Sooner or later

these new competitors also begin to saturate the market. As

this happens, their costs go up and shoppers again begin the

search for other retailers who can better satisfy their needs.

It’s an ongoing process.

Today we’re at a point on the wheel of retailing where

omnichannel shoppers are now aggressively searching for

better ways to serve their 21st century needs. It’s exactly

what would be predicted by the wheel of retailing model; i.e. lots

of competitors are auditioning to play that role.

This report provides experience-based insight and guidance

from leading CMOs, 5one and Revionics and presents it in a

way that will help all CMOs better navigate these challenging

times.

Bill Bishop, Chief Architect

brickmeetsclick

The concept of personalization flows directly from the digital capabilities that

are an integral part of the lives of omnichannel shoppers.

Properly executed, personalization increases the relevance of a retailer’s

offer and improves the probability of purchase. This is done through

improved shopper engagement which is the focus of a major part of this

report.

As the report shows, there’s a lot of art involved in delivering the appropriate

levels of engagement at every touchpoint. The good news, however, is that

when it’s done well this extends the notion of path to purchase to “couch to

counter”.

In this omnichannel environment branding has never been more important,

but marketing is more challenging because consumers control whether or

not they will accept the messages. Thought leaders in marketing are

grappling with the problem, but some like Professor Bobby Calder at Kellogg,

see the “road through the mountain” as combining marketing to lifestyle

segments along with a recognition that the right emotional appeal can help

break through the clutter.

The content of this report provides CMOs with an up-to-date picture of where

leaders in the field are heading as they operate within the uniqueness and

constraints of their own companies to embrace omnichannel personalization.

It’s important to recognize, however, that this is still “a work in process” which

means that it’s important to quickly apply this new learning since it won’t be

long before there’s a need to revisit the topic. This is truly an opportunity for

first mover advantage.

• What is it?

• Why do it at all?

• How does it differ by vertical?

• Where do I focus?

OMNICHANNEL PERSONALIZATION

All content © 5one, Revionics and CMO Club

What CMOs are Saying

‘Single view of the truth from a

customer’s perspective’

‘Right message, right time, right

customer’

‘Channel agnostic is a given.

Personalization critical’

‘Seamless experience across all

brands’

‘To reach customers in a relevant,

consistent, intelligent manner’

‘To activate shoppers before they walk

in...through social, mobile, digital…’

‘It’s Magic’

What Is Omnichannel Personalization?

Omnichannel personalization is about CUSTOMERS, NOT

channels. Based on feedback from CMOs and industry

experts, we offer the following definition:

• an evolving practice to effectively engage customers across all

touchpoints through relevant interactions that uphold a consistent

brand identity but are tailored to meet customers’ unique preferences

• ongoing dialogue, evaluation, measurement and refinement to ensure

interaction is current, relevant and engaging

• focused on gaining customer’s mindshare in a world where they are

demanding to be heard, engaged, serviced and appreciated; defying

commonly defined boundaries of channels built on technological or

infrastructure constraints

• the execution vehicle driving a common customer engagement

strategy which requires organizations to break down internal

boundaries and re-align forces to execute

• a commitment to move from product/service driven business

practices to customer-centric driven business practices, where the

customer defines the way in which you will engage them

All content © 5one, Revionics and CMO Club

Industry Perspective

55% Marketing

budget spent

on customer

acquisition

12% Marketing

budget spent

on customer

retention

“A million shoppers are a lot to lose in a

year’s time …but the numbers become

even more sobering when you consider

how much potential revenue JC Penney

let slip from its grasp. An estimated

$745 million in potential revenue has

walked out of JC Penney’s women’s

department over the past year – that’s

a big share of purse, if you will.”

Pam Goodfellow, Forbes

JC Penney's Million Women Walkout

“McKinsey claims that 55% of the

current marketing budget is spent on

new customer acquisition and only

12% on customer retention. However,

according to ‘Leading on the Edge of

Chaos’, you have only a 5-20% chance

of selling to a prospect. The probability

of selling to an existing customer is

between 60 and 70%. So money spent

on preventing churn, is better spent

than that which is invested in

acquisition.”

ANALYZING CUSTOMER BEHAVIOR

www.datascienceseries.com

WHY Do Omnichannel Personalization?

For the BOTTOM LINE.

Customer retention is much more

profitable than acquisition.

So WHY do companies

spend more on

acquisition?

“Bain found an average company loses 20% to 40%

of customers every year. Reducing attrition by 5%

can improve bottom line profits by 25% to 85%.

Also, increasing loyalty by 1% reduces costs by 10%.”

Source: Loyalty 360: Making Every Interaction Count

All content © 5one, Revionics and CMO Club

What CMOs are Saying

Know who your

customer is, and

what they value

A Corporate Executive Board study found 64% of people

with a strong brand relationship cited ‘shared values’ as

the primary reason

Tap into their

networks

Per Nielsen, 92% of consumers rely on

recommendations from people they know above all else!

Personalize!

64% of Retailers interviewed in a brickmeetsclick survey

agreed that shoppers are more willing to share personal

data today, but the exchange will be personal data for

personalized offers

‘I don’t want to be just liked, I want to

be REMARKABLE‘

‘Be relevant at the moment of touch’

‘Build relationships and create a

WOW experience to inspire on-going

loyalty’

‘Have to stop talking to ourselves and

start talking to customers instead’

‘Go where the customer is - she is on

her phone, she is in her car, she is

mobile and active, she is social’

‘Bring down the barriers to purchase

- -tell them how to get started, how to

get better, how to do it at all.....’

‘Tell the customer you care about

them and are listening to what they

say’

How Do We Retain Customers?

Engage, Engage, Engage!

Engaged shoppers spend more than

non-engaged. And the more positive

the engagement the higher the spend!

EARN THEIR MINDSHARE by becoming part of their lives.Become “REMARKABLE”.

Source: Bain, Putting social media to work

All content © 5one, Revionics and CMO Club

Industry PerspectiveEngagement can happen

anywhere…and should happen

everywhere! from couch to counter

to all the touch points in-between

The key is determining how to

measure engagement and clearly

defining which touch point will drive

what business result, for example:

• Generate Awareness

• Drive Conversion

• Grow Frequency

• Gain Loyalty

• Win Mindshare

• Create Excitement

• Inspire Advocacy

• Deliver Experience

“It doesn’t feel so long ago that brick-

and-mortar retailers were rushing to

develop online stores. Now that

evolution often happens in reverse:

Retailers start online and migrate to

the real world, where customers can

touch, taste, and try on their goodies.

That group includes … the Gap’s (GPS)

“online-only” brand, which (irony alert)

opened a brick-and-mortar boutique

last fall.

e-commerce sites’ offline experiments

also help them understand their

customers better…using sensors, Wi-

Fi, and other new technologies to

understand how people use its retail

space, taking that data and marrying it

with its online sales trends and other

information. As a result it can come up

with unique business trends that not

only lead to more interesting pricing

models but also help give its design

and sales teams vital intelligence.”

Patrick Clark, Bloomberg Business Week

Click-to-Brick: Why Online Retailers Want Stores in Real

Life, 7-10-13

Another E-Commerce Experiment in Brick and Mortar, 6-5-

13

Where And Why Do We Engage?

Even when the counter is digital,

engagement is critical from browse

to cart to purchase to like to share

to recommend

Many pure play retailers are

sampling with in-store formats to

maximize cross-vertical learnings

All content © 5one, Revionics and CMO Club

What CMOs are Saying

‘Food is slightly different - smell and

senses are extremely important…the

nature of the product always makes

driving a guest to the store the

objective’

‘Having a member program gives us

an advantage… we append web

analytics to membership data to see

frequency, return to site, subsequent

purchases, referrals, and do basket

analytics’

‘Personalization of the web site is not

a high priority though it is in the

roadmap. Most customers use

bookmarks and search to get to the

webpage/location they want -- they

don’t come in through the home page’

‘Our consumers are passionate and

we consider them brand

ambassadors - we rely a lot on word

of mouth and social. We are a leader

in Health & Wellness and offer a lot

of supporting content on our website

and through social channels’

From Bricks To Clicks

The Food industry, which has notoriously

been focused on brick & mortar, is shifting

towards more digital engagement, driven by

customer demand

According to a recent

brickmeetsclick study, grocery

customers are engaging with

their grocers in a variety of

ways:

• 11% buy online

• 68% browse website

• 74% look at emails

• 20% use Facebook

All content © 5one, Revionics and CMO Club

What CMOs are Saying

“The 49ers are headed down the same omnichannel path leading retailers are taking. For the

49ers, "online inside" means giving fans in the stands access to all the information available to

fans at home. The team is taking a bring-your-own-device approach to complementing its

technology investments in its new stadium. "Give fans their own individualized paths to consume

the game" parallels the superior omnichannel retail strategy of giving retail customers the

technologies they need to construct their own paths to purchase.”

Greg Girard – IDC blog,

It’s More than a Game--Omni-Channel Spectator Sports, 7-29-13

Breaking Across Verticals

As competition for mindshare continues to grow in every vertical, it

becomes critical to break down as many barriers as possible and learn

how to play from each other ‘Don’t have control of the launch

schedule for certain items…social

engagement for new releases can

begin a year and a half prior to launch’

‘80% of the population lives within 15

minutes of a store and it is all about

immediate gratification which is why

online only retailers cannot make a

foothold - they have less than 5% of

the space’

‘Our product and marketing teams

make assortment decisions

…merchandising is about planning and

allocation. Our customer is rarely

buying for themselves, it’s mostly for

gifts’

‘The fact that customers order first

and pay last make it difficult for us to

identify guests.‘

‘With 12 very different categories with

very different customers – we have to

manage a lot of content and

differentiated messages”

All content © 5one, Revionics and CMO Club

Industry Perspective

“Many still make the mistake of

considering social media usage

strictly an under-30 activity.

Yes, 92% of that age group is on

Facebook, Twitter, and the like, but

57% of those 50 to 64 years of age

and even 38% of those over 65 are

also engaged on at least one social

network. Should any marketer

seriously consider ignoring that

portion of a demographic?”

John Souza, Fast Company

Social-Media Trends That Can't Be Ignored In

2013

“Numbers from a 2011 Forrester

Research study underscore the

Boomers’ proclivity for online

spending, finding those aged 50 and

older spend nearly $7 billion per year

online”

Social Media Today, July 2013

Age Matters, But Not As Much As It Used To

We all know how wired

Millennials are, but Baby

Boomers and Seniors are

in the limelight today!

Although younger

shoppers maybe more

digitally demanding of a

holistic shopping

experience, all

generations are adopting

digital, mobile and social

as a WAY OF LIFE.

367

318

311

Older Boomers

Younger Boomers

Gen Y

Avg Online Spend $

58%

40%

35%

60%

49%

44%

Looked for info

Made a purchase

Interest in site

Top Boomer/Senior Mobile Activities

Phone Tablet

Source: Reaching Today’s Boomers and Seniors Online, Ipsos and Google, 2013

Source: Social Media Today & Forrester

All content © 5one, Revionics and CMO Club

Tap Into Customer Communities

Certain types of products allow retailers to enhance the shopping experience in a very personal way

through broadening their marketing perspective from Products to Passions

COOKING

Wegmans engages the community through a

love for food!

Providing videos, recipes, and in-store cooking

classes, Wegman’s mission is:

“To create hands-on and demonstration culinary

experiences that bring Wegmans Menu

magazine to life. Our customers learn our easy

cooking techniques while increasing their

knowledge of our great products in a fun and

engaging way!”

PET LOVERS

Petco leverages the social space to engage pet

enthusiasts in relevant topics to their pets and less

around specific products, creating an emotional

engagement with customers.

Beyond sponsoring customer-driven content sites,

Petco provides education, contests, forums for

specialized dialogue. Petco also monitors social

activity through text analytics to identify trending

topics and new issues

HEALTH & WELLNESS

Jamba Juice has very engaged customers,

many with a passion for health and wellness.

This translates well to brand building through a

social media community leveraging consumer

content, crowdsourcing product ideas, and

engaging through contests.

All content © 5one, Revionics and CMO Club

What CMOs are Saying

‘Have to make sure that we don’t just

build out technology for technologies

sake”

‘Applying learning from one area and

sharing with others is difficult’

‘Linking all the data captured at every

point of contact - in particular APP,

call center and social data - and

centralizing all interactions’

‘Haven't figured out how to identify

the customer when they come into

the store - only at POS...’

‘IT is constrained by current systems.

We are starting over with CRM and

POS systems’

‘We have limitations in people - like

myself - who are not aware of

possibilities with emerging

technologies - how do you give those

that do have knowledge more voice

so you can build accordingly’

The GOAL: 360 Degree View Of The Customer

Many retailers are now in the

process of organizational

restructuring, unifying data and

developing new business

processes to support the

redefinition of business around

customer experience.

“The leaders are

assembling a winning

ecosystem of partners,

each bring to the table

unique assets and

capabilities.”

booz digital

However, many are challenged in sorting

through the realm of emerging technology

possibilities due to a lack of time or

experienced support. Many are also

frustrated with the fractured, specialized

nature of agencies that support digital

engagement and have found that although

many claim to have comprehensive

capabilities, they only do a few things really

well.

If archaic siloes can be broken down, then the hard work of marrying CRM to

POS to volumes of online and unstructured social data can begin, and the

creation of a 360o view of the customer comes within reach.

All content © 5one, Revionics and CMO Club

Spotlight On GAMESTOP

GameStop uses Customer Journey Mapping to have clarity on where the

customer falls in their purchase path and message them within this context.

GameStop then layers in loyalty program data to predict the most relevant

products to offer, when, where and how.

All content © 5one, Revionics and CMO Club

So Where Do We Focus?

To be successful in omnichannel personalization, retailers need to focus on Customer Engagement. Not just what you

think is important to them, but actioning around what they tell you is important to them

Learning how to listen and showing them you heard them will ultimately drive your success

Demonstrate how to shift interaction with customers from one-

way to two-way in all channels

Identify critical enablers for execution and efficiency

Present a future outlook on delivering Customer Experience

1

3

Moving from a one-way MONOLOGUE to a a two-way DIALOGUE

The next chapters will…

2What CMOs are Saying

‘Winners will do it

through personalization &

engagements that drive

loyalty.’Summarize keys for success and showcase peer nominated

“best-in-class” performers4

All content © 5one, Revionics and CMO Club

Questions

To Ask

Yourself

• How personal do you really get with the customers’

information?

• Which is the most important channel for your

business or vertical?

• Do you tailor the content of your web site to

individual customers?

• Is your brand experience consistent across all

channels?

• How are you listening to what your customer wants

to tell you?

HOW TO ENGAGE CUSTOMERS

• In-store

• At-home

• On-the-go

• Social Everywhere

All content © 5one, Revionics and CMO Club

Engage Customers In All Channels

Brick and mortar is still important in the increasingly digital world. Physical locations allow

for brand immersion and relationship building, though identification of customers upon

entry is still a challenge. To combat showrooming and engage shoppers further, CMOs

are focused on moving stores from a place to shop to a place to experience.

Brand engagement at home is also transforming from getting customers to pay attention to

standard marketing materials in a deluge of mail and emails to turning their homes into

another place to experience a brand. Customer journeys often start at home and it’s no

longer enough to tell shoppers what to buy, you have to prove you understand their life needs.

Social is everywhere and customers are taking over with everything from social shopping to

group buying. Although it can seem like a ‘shiny object’ you can’t afford to ignore it; if you

stand still, you are moving backward as your customers move on

With smartphones, everyone travels with a computer and is wired in real time. Mobile

technology allows for proactive outreach to your customers on the go, but be ready to listen

and respond in real time…where are they, what are they saying, what do they need, what mood

are they in, which aisle are they in, have they been waiting long?

All content © 5one, Revionics and CMO Club

What CMOs are Saying

‘Tablets for use by the sales staff and

mini-kiosks are being tested to

leverage full inventory and create

endless aisles’

‘Kiosks link on-line ratings and reviews

and product availability with store

information for a robust experience

and enables a customer to order at

any point (web site, mobile and in-

store)’

‘Associates have iPads to assist

customers and customers have an

app that gets them immediate help -

improving experience and increasing

assortment’

‘The in-store experience trumps all. If

you have a great experience you will

share it. We take feedback seriously,

monitoring engagement, posts,

responsiveness, interaction as well as

use surveys to understand speed,

friendliness, and consistency of

experiences’

In Stores

TALK LISTEN ACT

Traditional store

merchandising

decided by

retailers and

vendors

Leveraging full

assortment in

stores through

technology like

kiosks and tablets

Sears

Kiosks allow customers to shop the full assortment

or find product not available in store.

Associates are armed with iPads to allow members

to get help, find products, and checkout

Handwritten

client books

managed by

associates

(usually only in

Luxury stores)

Clienteling for

everyone! Smart

systems

leveraging

customer data to

proactively offer

associates

relevant info

Barney’s

Integrating handheld digital tablets, which are POS

enabled and provide access to extended

merchandise assortments so associates can stay

with customers while shopping, raising the dollars

per transaction and increasing selling space. They

are working to improve the technology, adding

analytics, metrics, CRM, and clienteling.

Loyalty points

and offers at

checkout

Self-directed

points at kiosk &

cashier prompted

affinities

Pick n Pay

Smart Shopper program allows customers to use

loyalty points not only in the grocer but also for

charities and travel

Check out at

single station

Checkout

wherever is best

for the customer

with handheld

technology

Apple

History of associates with mobile POS. Moving to

customer directed checkout with self checkout

through apps and buy online, pick up in store (within

an hour)

Retailer

locations are

purely for

commerce

Retail as

entertainment…

theatre… and fun

GameStop

Utilize interactive in-store game console kiosks to

host demo events allowing customers to experience

unique products like Skylanders or Disney Infinity

All content © 5one, Revionics and CMO Club

Spotlight On QUIZNOS

Quiznos is focusing on the future, leveraging all resources to

better engage their customer at all points in the decision path,

especially the one that leads through the front door!

With new technology and loyalty program, the vision is to create

a real-time customer recognition program that leverages both

customer devices and in-store engagement devices.

Sniff. Connect. Personalize.

• Personal messages

• Digital menu boards

• Digital POP display advertising

• Ad network integration

All content © 5one, Revionics and CMO Club

What CMOs are Saying

‘We have an email program for

lapsed or lagging customers. It

enables deeper engagement with

better offers and brings customers

back into the fold’

‘Our digital marketing and

remarketing program is very

aggressive and very personal’

‘We have a multi-dimensional email

system with behavioral and frequency

triggers, algorithms provide

segmentation and personalization

that tweaks the formula for each

customer’

‘We have personalized product

recommendations and segmented

homepages based on past purchase

history, browsing behavior for both

individual customers and shopper

segment so we can push them into

new purchase areas“

At Home

TALK LISTEN ACT

Static web pages

and apps that

show the same

content to all

shoppers

Dynamic Webpages

and apps that allow

the retailer and the

shopper to

personalize content

Nordstrom

iPad app has personalized homepages and

allows customers to rate and share product

with friends through social media or SMS.

The app also has a ‘Dressing Room’ feature

where shoppers can save custom looks

Mass emails to

entire customer

files

Segmented and

hyper-segmented

emails and

heatmaps

Michael’s

Campaign evaluation includes heat maps to

see where shoppers clicked; this enables the

retailer to see what content resonated with

which shoppers and optimize accordingly

Click/browse

evaluation to

measure

campaign

effectiveness

Evaluation includes

linger/like/share

metrics to gauge

online ‘word of

mouth’

Chipotle

The retailer's ‘Scarecrow’ content campaign

launched with an online video that barely

references the brand, but that hasn’t stopped

it from going viral (and buzz about the retailer)

two weeks and 6.5 million views later

Direct mail from

pushes generic

mailing

Mail includes

omnichannel

interactive platforms

IKEA

The 2014 catalogue and virtual reality app

allows customers to view furniture in their

own home by scanning select pages out of

the catalogue, placing the catalogue anywhere

in their home to make it appear as if it’s an

actual piece of furniture.

All content © 5one, Revionics and CMO Club

Spotlight On MICHAELS

Every month Michael’s reviews email campaign effectiveness

(opens, clicks, etc.) but also use heat maps of content stats to

determine which campaigns are most effective and with whom.

Heat maps easily identify if a customer was looking more at

project based subject lines versus offers.

To continuously improve their campaigns, Michaels listens and

learns. They do segmented control tests based on customer

preference patterns and include interactive components, such

as animated quizzes, contests and games. Control groups are

used then to determine incremental sales and the heatmaps

then become a visual collaboration tool with merchants.

A key benefit of online targeting vs. the paper circular is the

ability to be nimble…adjust messages and offer by minute not

just weekly.

All content © 5one, Revionics and CMO Club

What CMOs are Saying

‘The mobile experience should change

when they transition from outside the

store to inside - but it’s too

complicated’

‘Millions have downloaded our app- if

we get them to use the app in store

we can identify and personalize in real

time’

‘Using geofencing and a shopping app

to serve up offers when customer is

near or in store and we reward

people for downloading apps’

‘Working on a cardless loyalty

program utilizing mobile’

‘Soliciting input through Gamification’

On the Go

TALK LISTEN ACT

Geotargeting

everyone in the

vicinity

Personalized

recognition and

offers to current

and high potential

customers

Neiman Marcus

The retailer partnered with Visa (retailer - credit

card partnership are common in this space) to

launch NMbuzz, a location based SMS program.

Messages are targeted and personalized based

on shoppers Visa transactions, not only those in

Neiman Marcus

SMS as a push

direct marketing

channel

Gamification GAME

A substantial loyalty scheme relaunch prompted a

redesign of the delivery mechanism itself…away

from a physical card and to a digital self-selecting

loyalty program based on how customers want to

receive/apply and compete for their points

Price

comparisons

Crowdsourcing David’s Bridal

A ‘What Would You Pay’ game to gauge shopper

interest in different styles in an engaging way.

Shoppers are shown images and descriptions of

new or potential styles through a game and their

feedback directly impacts the retailer’s strategies

Product-driven

strategy and

marketing

Customer-driven

solutions, strategy

& marketing

UBER

Took an age-old model of hailing a taxi to get a lift

to a full-service personalized transportation

system that has completely dominated public

transportation in a short period of time. No

waiting, choose your car, no physical payment,

extra services, share your ride, find me in a crowd

All content © 5one, Revionics and CMO Club

Spotlight On JAMBA JUICE

Jamba Juice views mobile as the best form of digital

communication as their shopper is ON THE GO!

• Website designed to not only be mobile friendly, but "mobile first, PC

second”

• A texting program for franchisees for local marketing

• Identified local numbers to promote in real-time (i.e. sudden hot

weather)

All content © 5one, Revionics and CMO Club

What CMOs are Saying

‘We are going for "REMARKABLE”.

We want customers to receive

something- remark and share it with

others’

‘Our Social CRM concept adds social

commentary to our understanding of

in-store and web interactions and 3rd

party demographics’

‘We have a robust scorecard and look

at lots of things... trending topics,

click-thru, text analytics to see what

people are talking about, complaining

about, issues...’

‘We have rules for each channel -

Twitter is promotional, Facebook

inspirational, Pinterest is inspirational

but a younger audience – so we use

different photography for different

messages and vehicles. But rules are

sometimes made to be broken’

‘Consider ourselves fast followers and

plan on learning from others

successes and failures’

Social Everywhere

TALK LISTEN ACT

Retailer

driven

product

development

and sales

Peer-to-peer

product

development and

sales platforms

Etsy

The online marketplace allows anyone to sell – or

request. The company is now expanding into

wholesale with retailers like Nordstrom

Social network

driven sales

Target/Cartwheel

Through Cartwheel the retailer provides in-store

only mobile coupons accessible through Facebook

(also helps to combat showrooming)

Group buying Groupon/Living Social

These two group buying platforms have longevity,

but a second wave of branded companies have

emerged along with “white label” solutions that

permit brands and retailers to create and target

their own group offers

Enhanced peer

recommendations

Zappos

Glance is a Pinterest like platform that allows users

the curate collections and find others with similar

tastes or see what’s popular

Social shopping Wanelo

Ten million users in less than a year and allows

users to keep track of and share products they

‘want, need and love’, and discover new products by

following other individual users

All content © 5one, Revionics and CMO Club

Spotlight On SEARS

“SHOPYOURWAY.COM is like a like a PINTEREST meets TWITTER

meets INSTAGRAM”

• A Sears Holdings Membership program – a homegrown social

media property that iterates on continuous learning and is rooted in

the insight that shopping is inherently social.

• By taking behavioral data points and analyzing them together with

member data, Sears has a very clear understanding of what’s

working and what needs refinement.

What Sears has learned along the way:

1. Pick what you want to build and pick wisely. Look for affinity groups that fit

with your brand and strategy and build a site/capability for them.

2. Build capabilities in-house only if it serves your strategy. SHOPYOURWAY

was built to serve Sears specific customer base and strategy.

3. Use partners to create new, quality content and take advantage of user-

generated content. Constantly “feed the beast” with fresh content.

4. Experiment and iterate. Don’t try to plan everything out ahead of time.

Instead, build and learn and build in a step-by-step process.

5. Determine your success metrics before you build. Measure what is important

to delivering on your strategy. Don’t depend on a pure ROI to determine the

success or failure of a project too early on. It doesn’t factor in things like

brand-building and goodwill.

All content © 5one, Revionics and CMO Club

Questions

To Ask

Yourself

• Do you have a customer engagement strategy?

• Do you consider the customer impact in every

business decision?

• Do you have a channel strategy?

• Do you know how your customer needs vary by

channel and how best to reach them?

• Do you manage the volume of communications a

customer receives from you, through all channels

in a comprehensive way which upholds a consistent

brand experience?

• How are you using social…commerce, engagement,

experience?

CRITICAL ENABLERS

• 360o View of the Customer

• Managing Big Data

• Partnering with IT

• Customer Engagement Strategy

• Strategic Analytics

• Optimization Engines

• Closing the Loop

All content © 5one, Revionics and CMO Club

360° View Of Customer

Why

Who

What

Where

When

How

At Home In Store

On-the-GoSocial

Everywhere

Customer Engagement

Strategy

Customer Segmentation

Offer

Product Value

Reward

Monthly | Daily | Real Time

Mail | Phone | Tablet | Associate

Ke

y Me

trics fo

r CR

MReach, Awareness

Propensity, Engagement

Life Stage/Style/Status

Needs/Attitude, Behavior

Offer Effectiveness

Price Elasticity & Promo Uplift

Loyalty/Traffic/Basket Drivers

Conversion

Channel Responsiveness

Channel Preference

Advocacy/Influence

Recency, Frequency

Vehicle Preference & Usage

Customer

Profile

Continuous Learning

All content © 5one, Revionics and CMO Club

What CMOs are Saying

‘Trying to make sure that tons of data

is analyzed based on customer

scorecards and use that to determine

what we are going to do differently’

‘Want to get mobile in stores so

stores have shopper information. We

have a lot of push content but are not

sure about level of engagement,

effectiveness, sharing or conversion’

‘Digital has been personal for quite

some time and we’re far down the

path of understanding online behavior.

Display marketing has been hard to

measure as far as in-store impact so

we focus on what we can measure’

‘We tested a loyalty program, but are

waiting for a new POS system to roll

out this year- then we need to attach

loyalty data to POS data’

‘We have not found a way to pick up

on the stuff that we are interested in,

filter out the noise and lose the

uninteresting data that is cluttering up

the database’

Managing Big Data– Shift Through The Noise!

Big Data…yes, it’s big…but what does that mean for you?

It means finding a way to capture RELEVANT and ACTIONABLE data (space/skills)

and being able to sift through noise (analytics/data science/tools) to create

critical customer 360O profiles (key to personalization).

Source: brickmeetsclick “Moving Forward with Big Data: The Future of Retail Analytics, April 2013”

76%70%

43%38%

Strengthening

Shopper

Engagement

Creating

Personalized

Promotions

Enabling More

Shopper

Solutions

Implementing

Store Specific

Assortment

Where Will Big Data Create Value?

Big data is high-volume, high-velocity and high-variety information assets that demand cost-effective,

innovative forms of information processing for enhanced insight and decision making.

Questions about big data are shifting from "What is it?" to "How can we get value from it?" With this

shift comes a new set of hurdles spanning people, process and technology. Gartner

A Note On Personal Data

Customers are willing to share personal

information with retailers in exchange for

a consistent, personalized, and seamless

omnichannel shopping experience.

“While shoppers overall are more willing

to make this tradeoff (personal data for

more personalized offers), sharing of

personal data establishes a relationship

and there will be a limit to the number of

these relationships shoppers will

embrace. Retailers who arrive late with

personal offers will find it more difficult to

access this data and may need to

displace another retailer to get it.”

Source: brickmeetsclick

“Anticipating the Future of Shopper Marketing”

All content © 5one, Revionics and CMO Club

What CMOs are Saying

‘We use technology to understand the

shopper at an individual level without

their feedback’

‘In process of integrating the regular

and loyalty websites. Now we can

identify more than 12% of visitors.

We are testing personalization on the

12% so we hit the ground running with

pre-tested messages when we can

identify more’

‘It is critical to get IT right and prioritize

the asks on their plate. They just don't

have the hours in the day to execute it

all’

‘IT is constrained by current systems.

Our issue is not about organization

alignment, but rather about

prioritization’

Partnering with IT

CMOs and CIOs need to be BFFs.

There has been a lot of talk about the convergence of the roles, given the

tremendous interdependency. However, it seems as if both roles have more

than enough to handle without adding the weight of the other. Sure, there can

be translation and priority issues, but that’s where an informed, savvy,

facilitator comes in play… the data scientist.

And the great news is that there are ways for all to contribute meaningfully to

the shared goal. For example, we love this list from datascienceseries.com:

How can IT help Marketing master Big Data?

1. Storage and Processing Power: making room for the Big Data

2. Data Management: using the right Big Data

3. Linking the data: making sure that all centers of Big Data are able to communicate with one another

4. Analytics: Filtering intelligence from Big Data

5. Visualization: making sure that non-technical business users have easy access to the insights

source: datascienceseries.com

“HBR headlined last October: ‘Data scientist: The sexiest job of the 21st century’.

What is a data scientist? According to the HBR essay, the position describes a “high ranking professional

with the training and curiosity to make discoveries in the world of big data”. The reason that this job needs

to be done at all is the data deluge that is hitting companies everywhere, and the opportunity to put that

information to productive use.

Per Jon Stine, lead for retail consulting for Cisco North America, “Say you’re in London and it’s raining.

Great data analysis should know that you don’t have a raincoat, love the Burberry brand, and that there’s a

special offer in the store on Regent St. A deal automatically pops up on your smartphone, along with

directions on how to get to the store.” Source: Jon Bird, Chairman of IdeaWorks

All content © 5one, Revionics and CMO Club

Creating the Customer Engagement Plan

Ongoing review of customer influencers and

activity informs the initial customer engagement

plan, which is then continuously refined based on

responsiveness to engagement efforts

In Store

Seamless

Omnichannel Personalization

Ta

rgete

d C

om

mu

nic

ati

on

At Home

On the Go

Plan Execute

With a 360o view of your customer, you

can execute an optimal, personalized

customer experience at every interaction,

in and out of stores

Customer Engagement

Plan

Stores

Market Influences

Social Trends

Competition

Product

Customer Experience

External

Influencers

Internal

Influencers

Source: 5one

Social Everywhere

All content © 5one, Revionics and CMO Club

What CMOs are Saying

‘Tremendous success hyper-

segmentation based on behavior in-

store & online. Segmentation is

based on what they spent

today/historically and where we can

move them for new spend based on

statistical modeling and profiling’

‘We understand segment value/

frequency, what channels are most

effective in reaching them, who is

more digitally engaged and high

value/high responsiveness is a

segment’

‘We differentiate customers on

where they spent and use lifecycle

marketing to change purchase

frequency and engagement’

’We use analytics to understand

shoppers - what channels and how

they are used. Lifecycle segmentation

as well as behavioral and predictive

analytics drive email programs, media

buys, and the delivery of our very

popular Sunday circular”

Customer Segmentation

Segmentation is the critical starting point

on the road to personalization. More

traditional customer segmentations are

based on a predefined set of variables

relating to past actions. While these

segmentations are still valuable, they are

not run in real time, nor are they able to

truly predict a customer’s next move.

Customer hyper-segmentation, or micro segmentation, is a more advanced

form of segmentation which groups small numbers of customers into extremely

precise segments, based on various factors, including behavioral predictions.

Marketers can then direct specific marketing actions to each micro-segment to

maximize the effectiveness of every contact with each customer. By tracking and

carefully analyzing how different marketing actions affect the spending behavior

of different micro-segments, it becomes possible to predict the varying

effectiveness levels of different marketing actions on different micro-segments .

VALUE BEHAVIOR ENGAGEMENT JOURNEY

All content © 5one, Revionics and CMO Club

What CMOs are Saying

‘Know customers at an individual level

…we know what kind of offers to serve

up and emails are highly targeted and

personal based on behavior’

‘We have a multi-dimensional email

system with behavioral and frequency

triggers, algorithms provide

segmentation and personalization

that tweaks the formula for each

customer’

‘Use category focused statistical

modeling to understand where they

have greatest proclivity to spend and

what messages/ offers they are

most likely to respond to as well as

analyze whether they have stopped

(attrition) or slowed frequency or

amount’

Optimization EnginesOptimization engines are geared towards providing optimal engagement (an

offer, an invite, a newsletter, an event, a game etc…) with a customer based on

their personal preferences and behavior (product, channel, vehicle, frequency).

Sophisticated engines

seamlessly integrate

Data & Analytics to

simulate optimal

scenarios and create

forecasts to benchmark

results.

When action is taken,

evaluating the results

becomes a critical input

to the Master Data File

at the individual

customer level, which

then becomes key inputs

to the Driver Analytics

and the cycle repeats

and tunes itself.

Data &Analytics

Optimizer

Engines

Outcome

Metrics

Master

Data

File

Segmentation & Propensity

Strategies & Business Rules

Objectives & KPI’s

Product Life Cycle

Elasticity & Lift

Affinity, Cannibalization, Halo

Path-to-Purchase Analysis

POS, CRM, Competitive &

Unstructured Data

Customer Profile:

• Contact Info

• Segment (s)

• Engagement History

• Responsiveness

• Preferences

• Advocacy NPS

• Customer-direction

Offers

Channel

Frequency

Vehicle

Communications

Optimization

Engines Leveraging Art

& Science

Those preferences come from the data collected, measured and appended to

the individual customer profile and then the optimization process blends

marketing strategies, analytical insights and custom business rules to achieve

performance objectives.

Responsiveness

Browse / Click-thru

Advocacy / Reach

Loyalty & Retention

Conversion & Lift

Redemption

All content © 5one, Revionics and CMO Club

What CMOs are Saying

Channel Variation

Isn’t that an oxymoron to “omnichannel”? Maybe, maybe not.

‘We are going for "REMARKABLE”.

We want customers to receive

something, remark and share it with

others’

‘We have rules for each channel -

Twitter is promotional, Facebook

inspirational, Pinterest is inspirational

but a younger audience - and use

different photography for different

messages and vehicles. But rules are

sometimes made to be broken’

‘The big question is “What is my

customer doing in social?” There is

lots of buzz and the job is to filter out

the noise to get at the useable data’

‘Just started our social presence.

We use social to communicate to a

broader audience and its working.

No personalization yet, but we will

want to move forward soon’

Although it is critical that channels are seamless to the

customer, there are definitely unique strategies

emerging for how best to leverage each channel and

what metrics are most important in each.

Take for example email vs Facebook. The goal of sending

a personalized email to a customer is to show them you

know what they want and provide them reason for

engaging.. The goal of engaging that customer on

Facebook is for them to share you with their peer group.

and convert loyalty into acquisition. The email tactic

resulting in a success metric of conversion, the

Facebook tactic resulting in a success metric of

impressions. and acquisitions.

“Chances are your social commerce strategy is in

crisis. Opportunity lies in converting social interactions

into transactions, turning fans into vocal brand

advocates and amplifying their lifetime value as loyal

customers, and building monetary brand value.

Danger lies in constructing unprofitable incentives,

events, and venues that disappoint the customers you

engage or in underserving social opportunities

altogether while your competitors gain ground. Your

social commerce activities compete for the attention

and dollars of shoppers who are instrumented with

smartphones and tablets, interconnected across social

networks, informed by Web content, in-place anywhere

to act, and immediate in their ability to act as they

choose.” Greg Girard, IDC

All content © 5one, Revionics and CMO Club

Industry Perspective

Social Engagement

“Today, buyers have access to more

information online, on more sites, than

ever before. Relying on those sites,

however, does not constitute a sound

social strategy or deliver real ROI.

• The average shopper checks 10.4

different information sources before

making a purchase,

• Shoppers spend 11% more per

transaction after interacting with

other consumers online. Why is

that? Because shopping has always

been inherently social

• 74% of shoppers rely on social

networks to guide their purchase

decisions.

Being social where shoppers are

buying attracts like-minded consumers

to those sites where your products and

services are being sold, provides

robust yet measurable data that

delivers insights from which to build

business-driven social initiatives, and

allows you to track and measure

against ROI.“

Bazaarvoice,

The Real ROI from Social

One of the newer entrants into the social

commerce space is socially-powered

engagement.

These solutions enable promotions, flash

sales, private sales, rewards and the like

to be targeted to customers and

prospects via specialized web pages . The

acceptance of the offer is then posted to

Facebook, Twitter, etc. where the

amplification of social media takes over,

spreading the message and drawing

additional shoppers to the retailer’s site to

take advantage of the offer and drive cash

register rings.

This “Social Rewards Loop” is the digital

engagement engine that deepens existing

customer loyalty while driving new

customer acquisition.

Analytics on campaign effectiveness, social

reach, touch point behavior, redemption

and conversion enable retailers to refine

their tactics to further customize

engagement with ROI metrics and greater

visibility into customer behavior.

Source: Revionics

All content © 5one, Revionics and CMO Club

What CMOs are Saying

Closing The Loop

Analyze

Plan

Optimize

ReachReward

Amplify

Measure

1. Analyze data streams to selectively feed the Customer Profile with only relevant, actionable

insight

2. Plan engagement strategies that not only attracts new customers, but retains and rewards

currents customers

3. Optimize all points of interaction (communication, offer, channel] to the individual as best as your

technology and segmentation allows while continuing to enhance those capabilities

4. Reach current customers through through preferred vehicles (mobile, email, tablet, website,

associate…). Leverage propensity for attracting new customers

5. Reward activity & loyalty with personalized offers and communication

6. Amplify individual excitement through preferred social channels (Facebook, Pinterest,

Instagram…) and provide easy ways for customers to promote you

7. Measure & track every touch point against engagement strategy objectives

8. Repeat and refine continuously with new learning

Meaningful, relevant engagement leverages the

real-time customer profile and delivers

optimized messages, offers and incentives

through appropriate channels and vehicles

The continuous loop of information is enhanced

through analytics and optimization engines

The art of activating and measuring positive

customer engagement is user-driven

‘Any program has to lead to

transactions/conversions or it is not

worth doing- it can't just be cool. But

success is not about click and convert-

we don't care where they buy -

research online buy in store is fine- the

question is- did they ultimately buy

within a period of time?’

‘Feedback mechanisms are used to

refine tactics and are focused on

understanding product interest,

purchase propensity and spend level’

‘We focus on the things that we can

measure such as store vs. online

spend and what triggers an omni-

purchase or forces a behavioral

change in order to create messages

that shape that shopper behavior’

‘The key metrics we use are basket

size, visit frequency, category

penetration, utilization of digital

experience in store, amount of time in

app, pages view, content visited…’

All content © 5one, Revionics and CMO Club

• Do you analyze customer data so that it is easy to

digest and use?

• Do you have one consistent view of the customer?

• Can this view be easily accessed by every

touchpoint and channel?

• Can you easily incorporate new information that the

customer gives you?

• Are your segmentations aligned with objectives?

• Do you interrogate your social media data?

• How do you use your data outside of customer

communication?

• What optimization engines are you using to drive

efficiency and efficacy?

• Have you partnered with IT lately?

Questions

To Ask

Yourself

• From Personalization to Engagement to

EXPERIENCE!

FUTURE…CUSTOMER EXPERIENCE

All content © 5one, Revionics and CMO Club

Customer Experience?

So, throughout this report so far, we’ve talked about

“omnichannel personalization”, customer

engagement, moving from one-way monologue to a

two-way dialogue, tactics, measures, analytics,

engines, advocacy, reward, etc…

BUT SO WHAT?

At the end of the day, if you do all these things right,

what does it mean? To your brand and to your

customers?

We remind you now of the very first page of this

report which talks about happy and unhappy

customers… and that unhappy customers are more

“powerful” than happy ones…because they tell more

people about their bad experience than happy

customers do about their good ones. And there it is!

EXPERIENCE.

It’s all about the EXPERIENCE

All content © 5one, Revionics and CMO Club

What Is Customer Experience?

The customer experience is the cumulative impact of all

interactions that an individual has with a business, it's products or

services at any point in time

All content © 5one, Revionics and CMO Club

Amazon Obsessed With Making Customers Happy

“There are a lot of reasons why

Amazon succeeded while so

many other companies failed.

But here, arguably, is the most

important one:

Amazon is obsessed with

making its customers happy.”

Henry Blodget, Business Insider

“..our energy at Amazon comes from

the desire to impress customers

rather than the zeal to best

competitors… We do work to pay

attention to competitors and be

inspired by them, but it is a fact that

the customer-centric way is at this

point a defining element of our culture.

One advantage – perhaps a somewhat

subtle one – of a customer-driven

focus is that it aids a certain type of

proactivity. When we’re at our best,

we don’t wait for external pressures.

We are internally driven to improve

our services, adding benefits and

features, before we have to. We lower

prices and increase value for

customers before we have to. We

invent before we have to. These

investments are motivated by

customer focus rather than by

reaction to competition. We think this

approach earns more trust with

customers and drives rapid

improvements in customer experience

– importantly – even in those areas

where we are already the leader.

Amazon CEO Jeff Bezos

2013 Letter to Shareholders:

All content © 5one, Revionics and CMO Club

Burberry Moving Phygital

Phygital High Street Futurism?

“At Burberry, customers can pick up a garment that is fitted with an

RFID (radio identification) tag and trigger an interactive video that shows

how the product was made or what other items complement it.”

Angela Ahrendts, CEO of Burberry, says this gives in-store customers

access to the rich levels of immediate information they have grown to

expect from the online experience. “Walking through the doors is just

like walking into our web site,” she says.

Source: FutureGeek

“At Burberry, the same thing is happening

because of the retailer’s use of Big Data.

Customer profiles are built based on what

garments the customers have tried on

(they are tracked using those RFID tags —

with the customers’ permission, of

course). Burberry recently launched a

program called Customer 360, a data-

driven shopping experience which invites

customers to digitally share their buying

history, shopping preferences and fashion

phobias. The program relies on SAP

HANA platform to analyze customer likes

and tastes and deliver that information to

employees on the sales floor via their

tablet devices. Sales associates who are

assisting customers can also access

information about their past purchases

on a tablet computer.”

10/28/2013

All content © 5one, Revionics and CMO Club

Maverik Taking On Adventure

The Adventure Club is Maverik’s way of engaging, rewarding and exciting

customers with a plethora of user-selected experience-driven activities

The key to understanding

the customer is living the

experience. Maverik’s

internal culture embraces

adventure everyday, from

employees participating in

the events to annual

employee outings to unique

destinations.

(oh, by the way, Maverik is a fuel

and convenience retailer…do you

see that in the pictures?)

All content © 5one, Revionics and CMO Club

Spotlight On PETCO

Shifting Social efforts from purely Commerce to true

Experience…”HAPPY IS THE KEY”

Petco’s new brand promise is about making powerful

connections and social is one way they’re living it. From

engaging posts and asking for UGC (user generated

content) through to customer service, social is yet another

storefront in the customer experience.

When people partake in

social networking, they

release oxytocin through

liking, sharing, advocating…

so its critically important to

give them a positive outlet

for their passion.

All content © 5one, Revionics and CMO Club

Exceptional Customer Experience

Exceptional Customer Experience:

The key catalyst for business growth

Customer experience refers to a single

interaction or cumulative effect of many

interactions between the customer and the

retailer. No matter how simple or complex the

customer experience is based on their

individual preferred touchpoints, it needs to be

world class. Provide the same consistent,

reliable and memorable experience across

every channel: Make it easy, compelling, and

exciting – something the customer wants to

“share” with their network.

Top 10 Principles Behind Great

Customer Experience:

1. Strongly reflect the customer’s identity

– get it right at brand level

2. Satisfy highest objectives – get it right at

product or service level

3. Leave nothing to chance – get it right at

the interaction level

4. Set and then meet expectations

5. Are effortless

6. Are stress free

7. Indulge the senses

8. Are socially engaging

9. Put the customer in control

10. Consider the emotions

“The Ten Principles behind Great Customer Experiences"

by Matt Watkinson.

All content © 5one, Revionics and CMO Club

Questions

To Ask

Yourself

• Do you know how your customers feel?

• Do you know what your customers want?

• Do you know what makes your customers

happy?

• Do you actively measure customer

experience?

• How does customer experience fit into your

roadmap? Who owns it? Who does it

impact?

• How aligned is customer experience to your

brand aspiration and board-level vision?

• Can customers really “love” your brand?

KEYS FOR SUCCESS & PEER HIGH FIVES

• What are the keys to success

• Who is doing it well?

All content © 5one, Revionics and CMO Club

Keys For Success

We asked, we listened, we learned:

1. Create a strong roadmap… the average

roadmap for building out capabilities is 2

years and everyone has one! What

happens after 2 years, tbd, but get the

critical milestones on the map now and get

going!

2. Know your limitations, but don’t get hung up

on temporary infrastructure constraints. If

its not critical to your strategy, outsource,

but ensure the siloes are knocked down and

insist on cross-functional alignment

3. Blend channels…create measures! It’s not

about channels, its about engagement and

experience. Start doing some heavy

analytics to measure your success in

effectively engaging your customers. Test,

learn, apply, roll-out

4. Find the tipping points…over the edge! Don’t

over communicate. Focus on helping

customers solve for challenges, engage and

actively share, but don’t keep sending them

offer after offer if they’re not responding.

5. Learn from other verticals. From Grocery to

Fashion to in-store to online and everything in

between…stop, look and listen

6. Define your critical customer segments and

create unique customer engagement

strategies that accurately reflect their

preferences

7. Optimize, optimize, optimize! Invest in

analytics and engines to help you move from

a toe in the water to diving in...executing at

enterprise scale. It’s still a dangerously close

race and only a few will win

All content © 5one, Revionics and CMO Club

Peer High Fives

All content © 5one, Revionics and CMO Club

Thank You!

5one is a global consultancy providing services,

analysis & software to help retailers transform their

business from product-centric to customer-centric.

From initial roadmap design through execution, 5one

enables swift implementation by customizing proven

techniques to accelerate internal cross-functional

alignment and external vendor partner collaboration.

In addition, 5one has successfully translated

methodology across verticals to help retailers reap

the benefits of its broader experience. Whether it’s

defining an approach to loyalty, segmenting

customers, optimizing the trading environment for

customers, improving store operations, establishing

an omnichannel engagement plan or delivering the

customer experience, 5one’s supports all or part of

the customer-centric journey.

5one is based in London, with worldwide operations in

Paris, New York, and Cape Town.

For more information, please visit www.5one.com

Revionics is the global provider of the industry’s

most proven End-to-End Merchandise Optimization

solution, enabling retailers to execute a fact-based

omnichannel merchandising strategy utilizing the

most comprehensive set of shopper demand signals

to improve financial performance and customer

loyalty.

Revionics’ solutions use advanced analytics and

demand-based science to “Engage Shoppers Where

They Are and Predict Where They Are Headed”,

ensuring retailers have the right product, price,

promotion and space allocation for optimal results

across all touch points in the omnichannel shopping

episode – online, in-store, social and mobile.

Over 33,000 retail locations across a wide range of

retail industries trust Revionics.

For more information, please visit

www.revionics.com

Nadine

Dietz5one

Trish

Ferguson5one

Sheridan

Stavac5one

The CMO Club was created for

the unique purpose of bringing

heads of marketing together in

a private, exclusive

environment of openness, &

contribution that enables them

to be more valuable and

inspired revenue generators,

leaders, marketers, and

officers. The CMO Club has

more than 750 members

worldwide and hosts heads of

marketing only dinners and

events, shares reports and

research from members plus

leaders in the marketing

industry

For more information, please

visit www.thecmoclub.com

Pete

KrainikThe CMO Club

Kathy

BeckRevionics

Dick

O’BrienRevionics

Karen

DutchRevionics