#cnx14 - personalized experiences: web & email customization made easy
DESCRIPTION
In high-touch, complex industries customers still rely on trusted advisors to make purchasing decisions. These sales associates ask questions and observe customer behavior to personalize the experience and usher the customer to a sale. Learn how one retailer is leveraging the power of Predictive Intelligence online to help visitors find the perfect piece and become a customer for life.TRANSCRIPT
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Track: Mobile & Web Marketing
#CNX14
#CNX14
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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Track: Mobile & Web Marketing
#CNX14
Goals – Presentation Overview
1 2 3
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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Track: Mobile & Web Marketing
#CNX14
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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Track: Mobile & Web Marketing
#CNX14
Transformation in Thinking
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Track: Mobile & Web Marketing
#CNX14
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
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Track: Mobile & Web Marketing
#CNX14
Commissioned Independent Research Report, Forrester, 2014
Personalization efforts impact:
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Track: Mobile & Web Marketing
#CNX14
We Used to See Customers Like This…
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Track: Mobile & Web Marketing
#CNX14
Now We See Customers Like This…
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Track: Mobile & Web Marketing
#CNX14
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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Track: Mobile & Web Marketing
#CNX14
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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Track: Mobile & Web Marketing
#CNX14
Power of Predictive Intelligence
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Track: Mobile & Web Marketing
#CNX14
• 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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Track: Mobile & Web Marketing
#CNX14
Your Website Can be a Trusted Sales Consultant
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Track: Mobile & Web Marketing
#CNX14
Predictive Recommendations
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Track: Mobile & Web Marketing
#CNX14
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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Track: Mobile & Web Marketing
#CNX14
Fred Meyer Results
eCommerce is up 47% year over year
Watch Protection Plan revenue grew 150%
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Track: Mobile & Web Marketing
#CNX14
Future Enhancements
• Implementation and optimization flow improvements
• Email Banner Personalization
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Track: Mobile & Web Marketing
#CNX14
Future Enhancements
• Implementation and optimization flow improvements
• Email Banner Personalization
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Track: Mobile & Web Marketing
#CNX14
Future Enhancements
• Implementation and optimization flow improvements
• Email Banner Personalization
![Page 20: #CNX14 - Personalized Experiences: Web & Email Customization Made Easy](https://reader038.vdocuments.site/reader038/viewer/2022103013/5463d54aaf795927598b6fdc/html5/thumbnails/20.jpg)
Track: Mobile & Web Marketing
#CNX14
Future Enhancements
• Implementation and optimization flow improvements
• Email Banner Personalization
![Page 21: #CNX14 - Personalized Experiences: Web & Email Customization Made Easy](https://reader038.vdocuments.site/reader038/viewer/2022103013/5463d54aaf795927598b6fdc/html5/thumbnails/21.jpg)
Track: Mobile & Web Marketing
#CNX14
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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Track: Mobile & Web Marketing
#CNX14
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
![Page 23: #CNX14 - Personalized Experiences: Web & Email Customization Made Easy](https://reader038.vdocuments.site/reader038/viewer/2022103013/5463d54aaf795927598b6fdc/html5/thumbnails/23.jpg)
Track: Mobile & Web Marketing
#CNX14
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
![Page 24: #CNX14 - Personalized Experiences: Web & Email Customization Made Easy](https://reader038.vdocuments.site/reader038/viewer/2022103013/5463d54aaf795927598b6fdc/html5/thumbnails/24.jpg)
Track: Mobile & Web Marketing
#CNX14
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
1 2 3
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Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
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
#CNX14
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Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Questions?
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Track: Mobile & Web Marketing
#CNX14
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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Track: Mobile & Web Marketing
#CNX14