Shopper Marketing Insights for Retailers

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  1. 1. IntelligentCustomerEngagementSuiteRightChannel,RightMessage.RightNowShopperMarke+ngInsightsforRetailersSeptember11,2014@CapillaryTech
  2. 2. ShopperMarke+ngInsightsforRetailersRustyWarnerPrincipalAnalystForresterResearchRichardWhiteAdvisortoCapillaryTechnologiesJanetJaiswalVPofMarke=ngCapillaryTechnologiesPrivateandConfiden=al2@CapillaryTech
  3. 3. Introduc=ons TheAgeoftheCustomer BigData CaseStudies KeyTakeaways Q&AAgendaPrivateandConfiden=al3@CapillaryTech
  4. 4. The age of the customerObsession and context 2014 Forrester Research, Inc. Reproduction Prohibited 4
  5. 5. We have entered the age of the customer Age of the customer a 20-year business cycle in whichthe most successful enterprises will reinvent themselvesto systematically understand and serve increasinglypowerful customersSource: October 10, 2013, Competitive Strategy In The Age Of The Customer Forrester report 2014 Forrester Research, Inc. Reproduction Prohibited 5
  6. 6. Customer obsession:A customer-obsessed enterprise focuses itsstrategy, its energy, and its budget onprocesses that enhance knowledge of andengagement with customers and prioritizesthese over maintaining traditional competitivebarriers. 2014 Forrester Research, Inc. Reproduction Prohibited 6
  7. 7. Marketing has a new remit: context.
  8. 8. How context changes marketingBEFORE CONTEXT: AFTER CONTEXT: Campaigns Targeting Customer segmentation Media schedules Messages Transactions GRPs and CPMs Interactions Engaging Customer recognition Customer moments Utility Value exchanges Minutes of engagementSource: April 14, 2014, The Power Of Customer Context Forrester report8
  9. 9. The customer life cycle is contextualENGAGECustomers connect with brandsfor nonservice reasons acrossASKDISCOVERCustomers are exposed to theinitial trigger that will lead themto a new need or repeatpurchase of an existing need.EXPLOREUSE BUYCustomers researchyour brand and product and their otheroptions.Customers go through thepurchase process andcomplete the transaction.multiple channels.Customers reach out toget service or help with apurchase.Customers take possession oftheir purchase, which includesinitial and ongoing impressionsof it. 2014 Forrester Research, Inc. Reproduction Prohibited 9
  10. 10. And interactions depend on insightsENGAGEInsights ASKInteractionsDISCOVEREXPLOREUSE BUY 2014 Forrester Research, Inc. Reproduction Prohibited 10
  11. 11. Poll#1:Inyouropinion,whatarethemainbarriersformarketerstoovercomeintheshiHtowardscustomer-drivenmarke+ng?(Youcanselectmorethanone) Lackofcapabili=estomanageandanalyzeBigData Inabilitytoexecuterelevant,=mely&channel-specificcommunica=on Inabilitytomeasurethevaluethroughincrementalsales Lackofsupportfromseniormanagement Overcomingthepreviousorganiza=onalmindsetPrivateandConfiden=al11@CapillaryTech
  12. 12. Big dataAnalytics in the age of the consumer 2014 Forrester Research, Inc. Reproduction Prohibited 12
  13. 13. Big data uproots traditional analyticsand offers opportunities to: Serve the needs of contextual customer experiences Dig deeper for predictive insights Understand the role of real-time digital dataAnd enables a shift from: Analytics production to consumption and activation Static analysis to dynamic, real-time intelligence Experts to casual usersSource: April 22, 2013, The Consumerization of Customer Analytics Forrester report 2014 Forrester Research, Inc. Reproduction Prohibited 13
  14. 14. A data evolution is underwayLess than 15% of data used for business intelligence (BI)Source: May 28, 2014, Big Datas Big Meaning For Marketing Forrester report 2014 Forrester Research, Inc. Reproduction Prohibited 14
  15. 15. Big Data:Emerging business practices andtechnologies that close the gap between theamount of data available and your ability touse it for business insight 2014 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. Big data in the modern world 2014 Forrester Research, Inc. Reproduction Prohibited 16
  17. 17. Big data in the eyes of marketers 2014 Forrester Research, Inc. Reproduction Prohibited 17
  18. 18. Time for marketing to reset on big dataBase: 701 North American data and analytics decision makersSource: Business Technographics Global Data And Analytics Survey, 2014 2014 Forrester Research, Inc. Reproduction Prohibited 18
  19. 19. The big questionHow can big datahelp me delight mycustomers? 2014 Forrester Research, Inc. Reproduction Prohibited 19
  20. 20. A matter of perspectivesSource: June 19, 2014, How Analytics Drives Customer Life-Cycle Management Forrester report 2014 Forrester Research, Inc. Reproduction Prohibited 20
  21. 21. Drive value across the life cycleSource: June 19, 2014, How Analytics Drives Customer Life-Cycle Management Forrester report 2014 Forrester Research, Inc. Reproduction Prohibited 21
  22. 22. Analytics across the life cycleSource: June 19, 2014, How Analytics Drives Customer Life-Cycle Management Forrester report 2014 Forrester Research, Inc. Reproduction Prohibited 22
  23. 23. Poll#2:Whataretheprimaryhurdlestosuccessfullyleveragingdatainyourmarke+ngorganiza+on?(checkallthatapply) Buildingreportsthatsurfaceac=onableinsights Donthavetheteammemberswiththerightskillstoleveragethedata Limitedbudgettoinstallnecessarytechnology Limitedteamcapacitytopriori=ze CulturedoesntembracedataPrivateandConfiden=al23@CapillaryTech
  24. 24. Retail case studiesFrom insights to customer experience 2014 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. Tracks both shopperand item-level data Secures shoppersbeyond loyalty program Provides insights to small suppliers Enables shopper-focused assortments Defines individual, adaptable store planograms 2014 Forrester Research, Inc. Reproduction Prohibited 25
  26. 26. Established a big datasandbox to unearthshopper insights Designed a social mediaprogram to leverageshopper content Developed even morepersonalized shoppingexperiences Recognized as adestination retailer Focused on customerexperience 2014 Forrester Research, Inc. Reproduction Prohibited 26
  27. 27. Combines shopping datawith social media Creates more actionableshopper segments Enriches the shoppingexperience with insights Providing seamless access to ANN INC. brands Complementing wear-to-work and special occasionstyles with affordable, effortless styles via Loft Focusing on various shopper roles and redefiningbusiness strategy EVOLVING WITH HER 2014 Forrester Research, Inc. Reproduction Prohibited 27
  28. 28. > Increased its repeat visitsper month by 15+%> Realized a 5% increase insame store transactiongrowth (SSTG)> 38% increases in campaign response rates with only a 14%increase in communications> Won Loyalty & Engagement Awards for "Best CRM Strategy"and "Best Use of Relationship Marketing (B2C)> Won CMO Asia Award for "Best Use of MarketingCommunicationsPrivateandConfiden=al28@CapillaryTech
  29. 29. Merelyhavinganincredibledatacapturingmechanismdoesnotmeanbusinessdecisionscanbetakeneffec=vely.Capillarysabilitytopredictfutureperformancehelpsustakeimportantandreliablebusinessdecisions.SumeshBhat,BusinessHead> Obtained customer insight through real-time dashboardsand reports> Created campaigns that increased incremental sales perindividual (achieved 4x campaign target)> Realized 130% ROI on margin within 3 months> Modified loyalty program to increase visit frequencyPrivateandConfiden=al29@CapillaryTech
  30. 30. PollQues+on#3:Whatdoyoubelievearesomeofthebiggestchallengesfacingmarketerstoday?(selectallthatapply) ToomuchBigDatadontknowhowtohandleitall Thecomplexityofomni-channelmarke=ng Measuringanddeliveringmarke=ngROI Delivering=mely,personalizedcommunica=ons Adjus=ngcompanymindset&budgetsto1:1communica=onsPrivateandConfiden=al30@CapillaryTech
  31. 31. CapillaryTechnologiesIntelligentCustomerEngagementCompanyOverview
  32. 32. ChallengesCapillarysolvesHow can I retain?more customers?How can I increase my cross-sell/ up sell revenue throughpersonalization??How can Iimprove myMarketing ROI??PrivateandConfiden=alHow can Store Associates?better engage customersin the store?What can I do to?increase revenue?How can I bringmore peopleinto my store??How can I get mycustomers to increasetheir Average Basket Size??How can I improve my?marketing campaign results?How can I market to my omni-channelcustomer mosteffectively???How can I identify my most loyal customers?And manage my loyalty program?@CapillaryTech32
  33. 33. TheCapillaryValue!BuiltforretailersonlyPrivateandConfiden=alWhat can I do to?increase revenue?How can I retain?more customers?How can I increase my cross-sell/ up sell revenue throughpersonalization??How can Iimprove myMarketing ROI??How can I bringmore peopleinto my store??How can Store Associates?better engage customersin the store?How can I get mycustomers to increasetheir spend??How can I improve my?marketing campaign results?How can I market to my omni-channelcustomer mosteffectively???How can I identify my most loyal customers?And manage my loyalty program?!Integrated,mul=-channelloyalty!IntegrateswithmostleadingPOS!Real-=mecustomeranaly=cs!Completecustomerengagementplaaorm!Dataintegra=onacrosschannelsforkeyinsights@CapillaryTech33
  34. 34. Oursolu+onisfocusedontheRetailindustryPrivateandConfiden=al@CapillaryTech34
  35. 35. TypicalcustomerresultsPrivateandConfiden=al3%-5%SameStoreGrowth10%CustomerFrequency15%AverageBillValue3-5XROIonMargins30%CustomerReten=onRate@CapillaryTech35
  36. 36. MajorFocus Customerbigdataanaly=cs Loyaltyprogrammanagement Campaignmanagement Storeclienteling Omni-channelengagementGlobalExper+se150+customers10,000stores100millionconsumersPrivatelyheldcompanywith350employeesacross7officesinUS,UK,UAE,SA,AUS,APACandIndiaCustomersAboutCapillaryTechnologiesPrivateandConfi