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 CAN’T 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
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