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HOW CRM AND LOYALTY
are Driving a Cross-channel Marketing Makeover at Sally Beauty
WHY CRM FOR SALLY BEAUTY?
COST TO ACQUIRE A NEW
CUSTOMER COST TO KEEP AN EXISTING CUSTOMER
Source: White House Office of Consumer Affairs
ATTRACTING NEW
CUSTOMERS WILL
COST YOUR COMPANY
THAN KEEPING AN
EXISTING CUSTOMER
6-7X MORE
BUSINESS CHALLENGES NO
MARKETING ROI
STAGNANT TRAFFIC GROWTH
LOYALTY PROGRAM LOST
CUSTOMERS PER MONTH
500K
THE MAKEOVER JOURNEY
OUR 5 CRM #BEAUTYSECRE TS
1. Get comfortable having tough conversations
with leadership.
THE #BEAUTYSECRE TS
2. Obsess over measurement.
3. Start with the most important customer behaviors.
4. Design your loyalty program to enable CRM.
5. Plan for change throughout your journey.
#BEAUTYSECRE T 1 Get comfortable having tough
conversations with leadership.
#BEAUTYSECRE T 1 1. Get comfortable having tough conversations with leadership.
Data Everywhere
Severe Resource Constraints
#BEAUTYSECRE T 1 1. Get comfortable having tough conversations with leadership.
PAST
PRESENT
LOYALTY ANALYTICS CRM
#BEAUTYSECRE T 1 1. Get comfortable having tough conversations with leadership.
#BEAUTYSECRE T 1 1. Get comfortable having tough conversations with leadership.
No clear path to success
#BEAUTYSECRE T 2 Obsess over measurement.
#BEAUTYSECRE T 2 1. Obsess over measurement.
TREATMENT
CONTROL
Antiquated media attribution
#BEAUTYSECRE T 2 1. Obsess over measurement.
Resistance to shifting media spend
FROM TO
38 %
INCREASE IN INCREMENTAL
SALES
DIRECT MAIL
DIRECT MAIL
SPEND ALLOCATION BY MEDIA CHANNEL
#BEAUTYSECRE T 3 Start with the most important
customer behaviors.
#BEAUTYSECRE T 3 1. Start with the most important customer behaviors.
NO CRM visibility to customer level transactions
#BEAUTYSECRE T 3 1. Start with the most important customer behaviors.
Source: Epsilon
19 1 %
AUTOMATED EMAILS GET
HIGHER CLICK RATES THAN BROADCAST
EMAILS
Identify where to focus and invest resources
#BEAUTYSECRE T 3 1. Start with the most important customer behaviors.
Identify where to focus and invest resources
HAIR COLOR
HAIR CARE
STYLING TOOLS
PURCHASES BY CATEGORY
#BEAUTYSECRE T 4 Design loyalty program
to enable CRM.
#BEAUTYSECRE T 4 1. Design loyalty program to enable CRM.
Program primarily designed for discounting
#BEAUTYSECRE T 4 1. Design loyalty program to enable CRM.
50 %
EMAIL COLLECTION
RATE
30 %
ENROLLMENT GAP
44 %
ATTRITION RATE
#BEAUTYSECRE T 5 Plan for change throughout
the journey.
#BEAUTYSECRE T 5 1. Plan for change throughout the journey.
Team Structure
#BEAUTYSECRE T 5 1. Plan for change throughout the journey.
Best in Class Technology
#BEAUTYSECRE T 5 1. Plan for change throughout the journey.
Source Best in Class Partners
#BEAUTYSECRE T 5 1. Plan for change throughout the journey.
Flexible Budgets $
1. Get comfortable having tough conversations
with leadership.
THE #BEAUTYSECRE TS
2. Obsess over measurement.
3. Start with the most important customer behaviors.
4. Design your loyalty program to enable CRM.
5. Plan for change throughout your journey.
#BEAUTYSECRE T 6 Embrace your #BeautyFail.
#BEAUTYFAIL 1. The initial data model infrastructure was imperfect.
You can have the Best in Class everything but if you don’t have an accurate infrastructure setup (i.e.: no unique customer IDs, no ongoing customer hygiene, disparate data sources),
it all falls apar t.
IMPACT
New Data Mart: $500,000 +
Contractor Resources: $200,000 +
3 months added to timeline +
Updated processes across all partners =
Millions of dollars lost in productivity
#BEAUTYFAIL 1. The initial data model infrastructure was imperfect.
Fall For ward.