context. content. crowds: the power triangle of modern real-time marketing

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  • Context. Content. Crowds: The Power Triangle of Modern Real-Time

    MarketingPHIL GEARY, Dir., Marketing and ECommerce, The Entertainer

    SARAH TAYLOR, CMO, SmartFocusROB WOOD, Head of Online, The Entertainer

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    nrf17 CONTEXT. CONTENT. CROWDS.

    THE POWER TRIANGLE OF MODERN REAL-TIME MARKETING

    NRF is not responsible for Exhibitor content. This insight was developed and produced by the sponsor

  • Speakers

    Sarah TaylorChief Marketing OfficerSmartFocus

    Phil GearyMarketing & E-commerce Director The Entertainer

    Robert WoodHead Of OnlineThe Entertainer

  • WHAT WILL THE WORLD LOOK LIKE TODAY?

  • THE CUSTOMER HAT TRICKWHICH DO YOUSTRUGGLE WITH?

    CONTENT

    CONTEXT

    CROWDS

    Instant brand engagement through

    content that is amplified by the customer

    themselves

    Understanding the why and when of

    customer behavior

    Finding reach through the noise. Generate demand by building awareness and brand

    interest

  • HOW MANY CUSTOMERS THOUGHT THAT RETAILERS REALLY HAD UNDERSTOOD THEM?

  • YOU CANT KNOW BUT YOU CAN LEARN

    CONTEXT

  • 1Demographic

    Who are they? Where do they live? How

    old? How much money do they earn?

    Do they have a family?

    Use: 1st party profile data. Census data.

    2Purchase History

    Have they purchased from you?

    How many times? AOV?

    Use: instore POS feeds, eCommercefeeds, product feed

    3Brand Interactions

    Have they opened your emails recently? Visited the site? How

    many times? What have they searched?

    What have they read?

    Use: transactional data, web analytics,

    attribution

    4Use: GPS, location

    on open, wifi, beacons, sensors

    Location & Currency

    Where are they right now? How does this differ to registered

    location? How close to store? Traveling?

    MACRO CONTENT MICRO CONTENT

    5Use: cross-channel

    device recognition data & customer stitching

    Content & Channel What channel are they interacting with rightnow? After how many

    other channels? What is the typical device being

    used?

  • CONTENT50%OF CONSUMERS SAY THEY TRUST CUSTOMER CREATED MEDIA MORE THAN BRAND CREATED MEDIA

  • INTRODUCING THE ENTERTAINER

  • OUR STORY

  • OUR STORY

  • OUR STORES

    0

    20

    40

    60

    80

    100

    120

    140

    160

    1981 1988 1994 2000 2006 2012 2013 2014 2015 2016

    138 stores acrossthe UK

  • OUR PROPOSITION

    New launches/

    first to market Education

    and advice

    Competitive pricing

    Store locations in shopping malls, city

    centres & local towns

    Events, demonstrations

    and competitions

    In-store environment

    Widest range of

    brands and exclusive

    items

  • IN-STORE THEATRE

  • OUR CUSTOMER

  • ONLINE

    Online sales up

    50% YOY

    Click and Collect is

    40% of online

  • HIGH STREET RETAIL: THE CHALLENGES

    1. Footfall decline2. Discounters3. Grocers4. Brexit5. Fast moving

    customer expectations

  • MY LITTLE PONY FANS

  • GUESS WHO?

  • THE SMART FOCUS CHALLENGE

    1. Understand what our customers want andwhen they want it

    2. Send them the right messages at the right time

  • BIRTHDAYS

    x2 annual spend

    +40%open rate

  • BRANDS

    Spend2 times more

  • PERSONALIZATION

    +33% conversion

  • SMART CONTENT

    User Generated Content

  • Within one year of using The Message Cloud, The Entertainer have:

    THE RESULTS

    4x email revenue 3x open rates Increased conversion rates 44% increase in click-through rates

    120% increase in mobile sales

    60% increase in returning shoppers

    Significantly increased AOV

    Using The Message Cloud, The Entertainer is now able to self-serve and modify their personalization algorithms in accordance with their business needs

  • COME AND MEET US AND THE ENTERTAINER AT:

    STAND #515

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  • Thank you

    2016 SmartFocus. All rights reserved. SF00400