campaigns for cross-channel marketing: what are you doing to drive roi? | bazaarvoice summit 2014
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#bsocial14
Campaigns for cross-channel marketing: What are you doing to drive ROI?
Michael Smith, R.J. Talyor
Sterling JewelersDigital Marketing Program
Michael Smith, VP eCommerce
Confidential
Sterling Jewelers Digital Marketing Program 2013
304/11/2023 Confidential
Sterling eCommerce3.5x Revenue Growth in the last 3 years
Key Digital Marketing DriversEmail / SMS
Mobile Sites & AppsDisplay/Retargeting
SEO/SEM/PLAsAffiliate
Confidential
Email / SMS
404/11/2023 Confidential
Confidential
Subscriber Acquisition
504/11/2023 Confidential
WebKay.com invites
customers to opt-in the first time the visit the
site. Customers can also opt-in when making a purchase, applying for credit or through the
footer on every page of the site.
SocialCustomers who visit and
Like the Kay Jewelers Facebook page can also
opt-in to receive our emails. We are currently evaluating to drive email
acquisition through other social media channels as well.
MobileCustomers who opt-in for our SMS service get an automated response
asking them to reply with their email address in order to get a $25 off
$100 coupon.
In-storeSales Associates ask
customers for their email address at the time of
purchase. There is also a counter card in all stores where the customer can
opt-in for SMS.
Confidential
Ratings & Review Email
604/11/2023 Confidential
Confidential
Ratings & Review Social
704/11/2023 Confidential
THANK YOU
Michael Smith, VP eCommerce
MomentsMatter
one.
12-25% increase in sales if the transactional message includes personalized product recommendations.ExactTarget Marketing Cloud
ConnectedConsumer
two.
78%
3.1 hrs3.3 hrs
Average Hours Per Day Spent on Mobile Device
Power Mobile Users: Activities of Smartphone Owners vs. Smartphone & Tablet Owners
83% of US Consumers research products while in-store on their mobile phone.
Google’s Our Mobile Planet Report
Digital interactions influenced $.36 of every dollar spent in retail.
Deloitte, 2014
The New Inboxthree.
Many of our retail clients experienced mobile open rates exceeding 80%.
91% of consumers indicated that access to content across all devices was important.2014 Mobile Behavior Report, ExactTarget Marketing Cloud
Email from Brands
Purchase from a Brand’s Email
Locationfour.
ConnectedProducts
five.
75 billion.
exacttarget.com
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