#CNX14 - Personalized Experiences: Web & Email Customization Made Easy
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The document discusses how Fred Meyer Jewelers is enhancing online customer engagement by replicating in-store experiences through predictive intelligence and personalized marketing strategies. With a focus on overcoming online engagement challenges, it highlights the effectiveness of machine learning and algorithms in personalization efforts, leading to significant revenue growth. Future improvements include various enhancements for automation and personalization to further engage customers online.
#CNX14 - Personalized Experiences: Web & Email Customization Made Easy
- 1. Track: Mobile & Web Marketing #CNX14 #CNX14 Personalized Experience: Bring the Offline Relationship into the Digital World with Predictive Intelligence Fred Meyer Jewelers: Caitlin Leonard, Marketing Director ExactTarget: Matt Coffman, Director of Product Management, Web Products
- 2. Track: Mobile & Web Marketing #CNX14 Goals – Presentation Overview 1 2 3 Online Customer Engagement is More Needed and More Challenging than Ever Before Replicating the In-store Experience from a Trusted Sales Consultant in an Online Environment Application Features that Provide Automation and Other Enhancements for Marketers
- 3. Track: Mobile & Web Marketing #CNX14 Online Engagement Challenges • Access to unlimited choices – hyperchoice • Consumers are always connected and constantly shopping • Multiple access points (store, web, mobile, etc)
- 4. Track: Mobile & Web Marketing #CNX14 Transformation in Thinking
- 5. Track: Mobile & Web Marketing #CNX14 Digital Marketers’ Perspective on Personalization Feel most challenged by personalization Strongly agree that they use machine-learning and algorithms to personalize Currently use predictive algorithms to Personalize A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014
- 6. Track: Mobile & Web Marketing #CNX14 Personalization efforts impact: Commissioned Independent Research Report, Forrester, 2014
- 7. Track: Mobile & Web Marketing #CNX14 We Used to See Customers Like This…
- 8. Track: Mobile & Web Marketing #CNX14 Now We See Customers Like This…
- 9. Track: Mobile & Web Marketing #CNX14 In-store, 1:1 Sales Strategies Trusted Sales Consultants: • Get to know the customer • Develop a relationship • Personalize recommendations • Use wisdom gained to tailor the next pitch
- 10. Track: Mobile & Web Marketing #CNX14 Translate the 1:1 Experience to Online Gather data on your customer • Observe behaviors • Ask lifestyle-based questions • Pull data from other online sources
- 11. Track: Mobile & Web Marketing #CNX14 Power of Predictive Intelligence
- 12. Track: Mobile & Web Marketing #CNX14 • 324 fine jewelry stores and an extensive online selection • Opened in 1973; merged with Kroger Company in 1999 • $98.4 billion in total sales in 2013 • 375,000 associates company-wide
- 13. Track: Mobile & Web Marketing #CNX14 Your Website Can be a Trusted Sales Consultant
- 14. Track: Mobile & Web Marketing #CNX14 Predictive Recommendations
- 15. Track: Mobile & Web Marketing #CNX14 Predictive Intelligence at Fred Meyer • Reads signals of customers (implicit) • Asks questions (explicit) • Drives revenue, but preserves average order value • Highlight Littman jewelry line • Emphasize protection plans • Enhance visibility of Watch Protection Plans (Rule Manager)
- 16. Track: Mobile & Web Marketing #CNX14 Fred Meyer Results eCommerce is up 47% year over year Watch Protection Plan revenue grew 150%
- 17. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Implementation and optimization flow improvements • Email Banner Personalization
- 18. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Implementation and optimization flow improvements • Email Banner Personalization
- 19. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Implementation and optimization flow improvements • Email Banner Personalization
- 20. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Implementation and optimization flow improvements • Email Banner Personalization
- 21. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Drag-and-drop configurations for email and cloud pages • Catalog-agnostic recommendations • Rule engine enhancements • New page/campaign wizard • In-app page/campaign reporting and trend metrics
- 22. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Drag-and-drop configurations for email and cloud pages • Catalog-agnostic recommendations • Rule engine enhancements • New page/campaign wizard • In-app page/campaign reporting and trend metrics
- 23. Track: Mobile & Web Marketing #CNX14 Future Enhancements • Drag-and-drop configurations for email and cloud pages • Catalog-agnostic recommendations • Rule engine enhancements • New page/campaign wizard • In-app page/campaign reporting and trend metrics
- 24. Track: Mobile & Web Marketing #CNX14 Overcoming the Challenge of Engaging Customers Online is Possible with Predictive Content Fred Meyer Successfully Replicates the In-store Experience with Online Customers New Features and Upcoming Enhancements Make Automation and Customization Possible for Marketers Recap Slide 1 2 3
- 25. Track: Mobile & Web Marketing #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! Prizes! #CNX14 $50 Starbucks Gift Card Session speaker info @mcoffman @caitlinleonard
- 26. Track: Mobile & Web Marketing #CNX14 Questions?
- 27. Track: Mobile & Web Marketing #CNX14 CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES
- 28. Track: Mobile & Web Marketing #CNX14
Editor's Notes
- #25: The solution is about putting the right recommendations in front of the right individual to create trust, shorten the sales cycle, and increase order values. Online, the ultimate objective in personalization is to give customers the ability to interact with your website as if it were a trusted sales consultant as they are led through a series of choices that pinpoint the best, most customized content. New Features and Upcoming Enhancements Make Automation and Customization Possible for Marketers