SDL Proprietary and Confidential

Roger Luxton, Industry Marketing Director, SDL

Internet Retailing Research Programme:

How SDL helps power a retailers customer journey

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Agenda

• Thoughts on Findings

• The Customer Journey

• Powering the Customer Journey

• Real Life Success stories

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Thoughts on Findings

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“23% - have a single customer

view”

“38% - don’t personalise offer at all”

“53% disjointed depts, can’t link my customer journey

effectively

Another 19% lots of data

don’t know how to use it”

Data Technology Retail Expertise

Journey?51% - It’s every step vs

34% - lifelong interaction

The Customer Journey

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Items delivered no returns

Added items to basket

Click through to website

Emailed offer to prospects

Removed 2 & purchased 2

Can we improve tactics withData + Technology + Retail Expertise

Targeting

Personalise

Listen &re-use

Next Best

Recommend

Best channel

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The Customer Journey

Lapsed Customer

Best Customer

Decrease Spend

Increase Spend

One Purchase

Prospect

Can we improve strategy withData + Technology + Retail Expertise

Best Offers2nd purchase

Reactivate

Develop

Acquisition

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Powering the Customer Journey

Data + Technology + Retail Expertise

Data

All your data in one place and available

to use

Technology

The right tools to know

your customers and act on

this info

Expertise

Knowing the questions to ask and the

activities that work

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Powering the Customer Journey - Data

Single Customer View

Data

All your data in

one place and

available to use

Powering the Customer Journey - Technology

Technology

Marketing Friendly

Linking analysis with action

Focused on productivity and

results

Powering the Customer Journey – Retail Expertise

Retail Expertise

Questions you want answered and campaigns you need

40+ template dashboards, models, analysis and campaigns available.

Best Practice documents

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Powering the Customer Journey – Retail Expertise

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Are we acquiring the right people?

Do we have a single purchase

issue?

Who is at risk?

How many of these are worth

reactivating?

How important are your best customers?

What influences changes?

Which channels are working?How frequently

are they buying?

What customers buy

certain products together?

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Powering the Customer Journey – Getting the 2nd purchase

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Powering the Customer Journey – Getting the 2nd purchase

What is the best product to offer each customer?

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Powering the Customer Journey – Getting the 2nd purchase

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Real Life Success

“Since implementing the SDL solution, the most recent 200 eDM campaigns delivered an ROI of 2,200%”

“Our SDL platform increases analyst efficiency over 3x faster”

“drastically reduced production times for eDM from 24 hours to less than 2 hours.”

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Real Life Success

“ROI of all campaigns was$6.05 returned for every marketing dollar invested.”

“Over 2 million pieces of individualized content sent. All exceeded business case and previous records.”

“The SDL solution handles 5 billiontransactions and 2 million customer records.”

“Marketing team reduced campaign analysis and list-pulling three-fold.”

“300 plus campaigns since launch, consistently achieving positive ROMI.”

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Three Final Thoughts

• Think Strategically and Tactically about the Customer Journey

• Use the right data, right technology and retail expertise to support you

• If you get it right, can deliver quick payback

Why not kick start with an SDL ‘Customer Journey’ Workshop

www.sdl.com/imswww.sdl.com/retail

Copy of presentation:rluxton@sdl.comOr leave business card/your name afterwards