#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