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2Omnichannel retailing
• 7 flagship stores, 100.000+ M2 shopping space, 25 mln visitors
• Online platform in NL & BE, 55 mln visitors
6How marketing often is setup
ModelsEmail data Email
ModelsDisplay data Display
ModelsRetargeting
data
Retargeting
WebsiteWebsite data Models
8Focus on the customer
Customer data
Transaction history
Channels
Onsite data
Merken
Stijlen
Werelden
Newsletter
SEA
Banners
9Get into the journey
Passive looking
Active looking
Radio
Abri / tv
Display
Newsletter
Sea Seo
Affiliate
Retargeting
Trigger mail
App push Trigger ad
Active looking Deciding Consuming
10Architecture
Models /
Selections
Storage
OMS/ERP
Snowplow
Analytics
DMP DMP
Kinesis
SiteSite
11Get into the journey
Use data from the previous journey
Passive looking
Radio
Abri / tv
Display
Newsletter
Sea Seo
Affiliate
Retargeting
Trigger mail
App push Trigger ad
Active looking Deciding Consuming
14Find information from attributes
User
Acne
Studios Barbour Barts Chantelle
Cheap
Monday Diesel Esprit Essenza
French
Connection
XYZ123 0 1 0 1 0 1 0 0 0
KADS546 0 0 1 0 1 0 0 1 1
ESD112 1 1 0 1 0 0 0 0 0
Segment 1 / Style A Segment 2 / Style B
Barbour Barts
Chantelle Cheap Monday
Diesel Essenza
Acne Studios French Connection Style A
15Use this in newletters
Matching stylesegment increases conversion
Matching discount sensitivity increases conversion (5x higher)
Style A
Style A Style B
17
Fashionstyle
Discount
Etc.
Automate selections
Fashionstyle
Discount sensitivity
Browsing behavior
Email behavior
Style A
21The next phase
More data available!
Passive looking
Radio
Abri / tv
Display
Newsletter
Sea Seo
Affiliate
Retargeting
Trigger mail
App push Trigger ad
Active looking Deciding Consuming
27Just add the offline orders
Models /
Selections
Storage
Snowplow
Analytics
Kinesis
SiteSite
OMS/ERP
29New possibilities for retargeting
Retarget this?
Is there a desire for:
Dresses (2 items)
The brand Moscow (3 items)
New collections (4 items)Style A
New collections
30Just add a DMP
Models /
Selections
Storage
Snowplow
Analytics
Kinesis
SiteSite
OMS/ERP
DMP DMP
32More channels!
Passive looking
Active looking
Radio
Abri / tv
Display
Newsletter
Sea Seo
Affiliate
Retargeting
Trigger mail
App push Trigger ad
Active looking Deciding Consuming
34No!
ModelsEmail data Email
ModelsDisplay data Display
ModelsRetargeting
data
Retargeting
WebsiteWebsite data Models
35Combine and extend
Models /
Selections
Storage
OMS/ERP
Snowplow
Analytics
DMP DMP
Kinesis
SiteSite