customer insights summit toronto 2012
DESCRIPTION
TRANSCRIPT
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
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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 …
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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
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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…
