customer insights summit toronto 2012

The Techno-Marketing MetastasisIT’s Strategic Role in Customer Insights

Fabiana EtcovitchCustomer Insights Department

Reitmans Canada

Reitmans Canada © 2012

Some of our customers at Addition Elle

What’s the most inappropriate thing you can call a Plus-Sized Woman?

(besides “fat”…)

YOU SEXY!

After non-triangulated research

Are pie-charts representingyour customer base?

~17% sexy

~83%unsexy

40% of $60% of $

• Fastest growing • Younger • Higher potential

Are pie-charts representingyour customer base?

15%

35%

50%

Are pie-charts representingyour customer base?

Focus on core

Followers will…. follow

Bottom feeders will be there when you’re on sale

Our Customer Insights Pathway

Low Access to Single Data

Source

Punctual Reporting

Higher Access to Single Data

Source

Trend-based Analysis

Integration of Multiple Data

Sources

CausalityAnalysis

Modeling of Integrated

Data

Lifecycle Segmentation

“TY vs. LY” reports, activities based on single touch points

ignoring other engagement paths, basic segmentation

WillArriveHere

WeAre Here

Easier overall reporting,

view of sales & engagement

trends over time by customer segments

Low

Dat

a O

rgan

izatio

n+

Low

Qua

ntita

tive

Soph

istica

tion

Hig

her D

ata

Org

aniza

tion

+ H

ighe

r Qua

ntita

tive

Soph

istica

tion

360° reporting: view of how many

engagements turn into sales over time & by

more refined customer segments

Predictive analysis: customers segmented according to lifetime

potential, lifecycle measured & managed

accordingly

12

= No Central View of Each CustomerEmail Data

CRM Data

Social Media Data

Customer Service Data

Most Platforms Don’t Speak

Web Analytics

Survey Data

Multiple Personality Disorder

13

Real life =

1 single customer

n touch points = n different customers = misleading metrics and strategies

1 Store Customer

1 Online Customer

1 Social Media Customer …

14

Customer Library

StoreLibrary

ProductLibrary

Promotion and

SolicitationLibrary

Customer Datamart

Reporting tools Statistics/analytics software

CAMPAIGN MANAGEMENT SOFTWARE

Solution is (also) Technological

1. Customer Profile, Store and Transaction

2. Customer Service & Profile

3. Promotions

4. Email History

5. Web Analytics

6. Survey & Demographics

7. Product Reviews

8. Social Media

Data Sources

15

Customer Library

StoreLibrary

ProductLibrary

Promotion and

SolicitationLibrary

Customer Datamart

Reporting tools Statistics/analytics software

CAMPAIGN MANAGEMENT SOFTWARE

Solution is (very) Technological

1. Customer Profile, Store and Transaction

2. Customer Service & Profile

3. Promotions

4. Email History

5. Web Analytics

6. Survey & Demographics

7. Product Reviews

8. Social Media

Data Sources

Marketing or

Technology?

Marketing &

Technologyy

Metastasis = Non-Contiguous,

Fast Spreading

“It takes all the running you can to stay in the same place.

To get somewhere else, run at least twice as fast.”

Through the Looking-Glass By Lewis Carroll, 1871.

The Red Queen (non)Evolutionary Theory:

There is no evolution per se,simply change to gain temporary edge

over those competing for the same resources

Overlook smart strategizing, And you’ll run out of it sooner rather than lately

- Since 1926- 10,000+ employees- 1,000+ stores across Canada- 1Bi in revenue in F2011

Be big,

… or be gone

Be the cheapest,add the most value

… or be gone

WHAT: To partner with IT and the divisions to provide Reitmans Canada’s business units with the best practice processes and platforms for the collection, integration, monitoring and analysis of customer data.

WHY: To allow Reitmans Canada’s brands to steadily achieve relevancy on products, promotions and service offers, exceeding customers expectations, boosting business results and surmounting the competition.

Tech-fueled Customer Insights

What Now?

Wow…

1 - Start an IT Steering Committee (CEO in it)

2 - Reframe the Vision Into Cross-Departmental Tasks

3 - Get Quick Wins

Time

Win

s

Team’sCommitment

4 - Diminish Risk by Pilot-Testing & Prototyping

5 - Create Symbiosis

I Make Facebook’s Motto Mine…

Thank you!

@f_etcovitch

FabianaEtcovitch.com

fabiana.etcovitch@gmail.com