38
Intelligent Customer Engagement™ Suite Shopper Marke+ng Insights for Retailers September 11, 2014 Right Channel, Right Message. Right Now @CapillaryTech

Shopper Marketing Insights for Retailers

Embed Size (px)

Citation preview

Page 1: Shopper Marketing Insights for Retailers

Intelligent  Customer  Engagement™  Suite  

Shopper  Marke+ng  Insights  for  Retailers  

September  11,  2014  

 Right  Channel,  Right  Message.    Right  Now

@CapillaryTech  

Page 2: Shopper Marketing Insights for Retailers

Private  and  Confiden=al   2  

Rusty  Warner  Principal  Analyst  Forrester  Research  

Shopper  Marke+ng  Insights  for  Retailers  

Richard  White  Advisor  to  Capillary  

Technologies  

Janet  Jaiswal  VP  of  Marke=ng  

Capillary  Technologies  

@CapillaryTech  

Page 3: Shopper Marketing Insights for Retailers

Private  and  Confiden=al   3  

•  Introduc=ons  •  The  Age  of  the  Customer  •  Big  Data  •  Case  Studies  •  Key  Takeaways  •  Q  &  A  

Agenda  

@CapillaryTech  

Page 4: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 4

The age of the customer Obsession and context

Page 5: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 5

We have entered the age of the customer

›  Age of the customer — a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers

Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report

Page 6: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 6

Customer obsession: A customer-obsessed enterprise focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers.

Page 7: Shopper Marketing Insights for Retailers

Marketing has a new remit: context.

Page 8: Shopper Marketing Insights for Retailers

How context changes marketing

BEFORE 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 engagement

Source: April 14, 2014, “The Power Of Customer Context” Forrester report

8

Page 9: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 9

The customer life cycle is contextual…

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER

Customers are exposed to the initial trigger that will lead them

to a new need or repeat purchase of an existing need.

Customers research your brand and product

— and their other options.

Customers go through the purchase process and

complete the transaction.

Customers take possession of their purchase, which includes initial and ongoing impressions

of it.

Customers reach out to get service or help with a

purchase.

Customers connect with brands for nonservice reasons across

multiple channels.

Page 10: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 10

…And interactions depend on insights

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER

Insights Interactions

Page 11: Shopper Marketing Insights for Retailers

Private  and  Confiden=al   11  

•  Lack  of  capabili=es  to  manage  and  analyze  “Big  Data“  

•  Inability  to  execute  relevant,  =mely  &  channel-­‐specific  communica=on    

•  Inability  to  measure  the  value  through  incremental  sales    

•  Lack  of  support  from  senior  management    

•  Overcoming  the  previous  organiza=onal  mindset    

Poll  #1  :  In  your  opinion,  what  are  the  main  barriers  for  marketers  to  overcome  in  the  shiH  towards  customer-­‐driven  marke+ng?    (You  can  select  more  than  one)  

@CapillaryTech  

Page 12: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 12

Big data Analytics in the age of the consumer

Page 13: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 13

›  Serve the needs of contextual customer experiences

›  Dig deeper for predictive insights

›  Understand the role of real-time digital data

And enables a shift from: ›  Analytics production to consumption and activation

›  Static analysis to dynamic, real-time intelligence

›  Experts to casual users

Big data uproots traditional analytics and offers opportunities to:

Source: April 22, 2013, “The Consumerization of Customer Analytics” Forrester report

Page 14: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 14

Less than 15% of data used for business intelligence (BI)

A data evolution is underway

Source: May 28, 2014, “Big Data’s Big Meaning For Marketing” Forrester report

Page 15: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 15

Big Data: Emerging business practices and technologies that close the gap between the amount of data available and your ability to use it for business insight

Page 16: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 16

Big data in the modern world

Page 17: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 17

Big data in the eyes of marketers

Page 18: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 18

Base: 701 North American data and analytics decision makers Source: Business Technographics Global Data And Analytics Survey, 2014

Time for marketing to reset on big data

Page 19: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 19

The big question…

“How can big data help me delight my

customers?”

Page 20: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 20

A matter of perspectives…

Source: June 19, 2014, “How Analytics Drives Customer Life-Cycle Management” Forrester report

Page 21: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 21

Drive value across the life cycle

Source: June 19, 2014, “How Analytics Drives Customer Life-Cycle Management” Forrester report

Page 22: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 22

Analytics across the life cycle

Source: June 19, 2014, “How Analytics Drives Customer Life-Cycle Management” Forrester report

Page 23: Shopper Marketing Insights for Retailers

Private  and  Confiden=al   23  

•  Building  reports  that  surface  ac=onable  insights  •  Don’t  have  the  team  members  with  the  right  skills  to  leverage  the  data  

•  Limited  budget  to  install  necessary  technology  •  Limited  team  capacity  to  priori=ze  •  Culture  doesn’t  embrace  data  

Poll  #2:  What  are  the  primary  hurdles  to  successfully  leveraging  data  in  your  marke+ng  organiza+on?  (check  all  that  apply)  

@CapillaryTech  

Page 24: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 24

Retail case studies From insights to customer experience

Page 25: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 25

›  Tracks both shopper and item-level data

›  Secures shoppers beyond loyalty program

›  Provides insights to small suppliers

›  Enables shopper-focused assortments

›  Defines individual, adaptable store planograms

Page 26: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 26

›  Established a big data sandbox to unearth shopper insights

›  Designed a social media program to leverage shopper content

›  Developed even more personalized shopping experiences

›  Recognized as a destination retailer

›  Focused on customer experience

Page 27: Shopper Marketing Insights for Retailers

© 2014 Forrester Research, Inc. Reproduction Prohibited 27

›  Providing seamless access to ANN INC. brands

›  Complementing wear-to-work and special occasion styles with affordable, effortless styles via Loft

›  Focusing on various shopper roles and redefining business strategy – “EVOLVING WITH HER”

›  Combines shopping data with social media

›  Creates more actionable shopper segments

›  Enriches the shopping experience with insights

Page 28: Shopper Marketing Insights for Retailers

>  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 Marketing Communications”

Private  and  Confiden=al   28  

>  Increased its repeat visits per month by 15+%

>  Realized a 5% increase in same store transaction growth (SSTG)

@CapillaryTech  

Page 29: Shopper Marketing Insights for Retailers

>  Obtained customer insight through real-time dashboards and reports

>  Created campaigns that increased incremental sales per individual (achieved 4x campaign target)

>  Realized 130% ROI on margin within 3 months >  Modified loyalty program to increase visit frequency

Private  and  Confiden=al   29  

“Merely  having  an  incredible  data  capturing  mechanism  does  not  mean  business  decisions  can  be  taken  effec=vely.  Capillary’s  ability  to  predict  future  performance  helps  us  take  important  and  reliable  business  decisions.”  –Sumesh  Bhat,  Business  Head  

@CapillaryTech  

Page 30: Shopper Marketing Insights for Retailers

Private  and  Confiden=al   30  

•  Too  much  Big  Data  –  don’t  know  how  to  handle  it  all    

•  The  complexity  of  omni-­‐channel  marke=ng    •  Measuring  and  delivering  marke=ng  ROI    •  Delivering  =mely,  personalized  communica=ons    

•  Adjus=ng  company  mindset  &  budgets  to  1:1  communica=ons    

Poll  Ques+on  #3:  What  do  you  believe  are  some  of  the  biggest  challenges  facing  marketers  today?  (select  all  that  apply)  

@CapillaryTech  

Page 31: Shopper Marketing Insights for Retailers

Capillary  Technologies  Intelligent  Customer  Engagement  

Company  Overview  

Page 32: Shopper Marketing Insights for Retailers

Private  and  Confiden=al  

Challenges  Capillary  solves  

How can I improve my Marketing ROI?

?  

How can I retain more customers? ?  How can I increase my cross-sell / up sell revenue through personalization?

?  

How can Store Associates better engage customers in the store? ?  

What can I do to increase revenue? ?  

How can I bring more people into my store?

?  How can I get my customers to increase their Average Basket Size?

How can I market to my omni-channel customer most effectively?

?   How can I identify my most loyal customers? And manage my loyalty program?

?  

How can I improve my marketing campaign results? ?  

?  

32  @CapillaryTech  

Page 33: Shopper Marketing Insights for Retailers

Private  and  Confiden=al  

What can I do to increase revenue? ?  

How can I retain more customers? ?  How can I increase my cross-sell / up sell revenue through personalization?

?   How can I improve my Marketing ROI?

?  

How can I bring more people into my store?

?  

How can Store Associates better engage customers in the store? ?  

How can I get my customers to increase their spend?

How can I market to my omni-channel customer most effectively?

?   How can I identify my most loyal customers? And manage my loyalty program?

?  

How can I improve my marketing campaign results? ?  

?  

The  Capillary  Value  !   Built  for  retailers  only  !   Integrated,  mul=-­‐channel  loyalty    !   Integrates  with  most  leading  POS  !   Real-­‐=me  customer  analy=cs  !   Complete  customer  engagement  plaaorm  !   Data  integra=on  across  channels  for  key  insights  

33  @CapillaryTech  

Page 34: Shopper Marketing Insights for Retailers

Private  and  Confiden=al  

Our  solu+on  is  focused  on  the  Retail  industry  

34  @CapillaryTech  

Page 35: Shopper Marketing Insights for Retailers

Private  and  Confiden=al  

Typical  customer  results  

3%-­‐5%  Same  Store  Growth  

10%  Customer  Frequency  

15%  Average  Bill  Value  

3-­‐5X  ROI  on  Margins  

30%  Customer  Reten=on  

Rate  

35  @CapillaryTech  

Page 36: Shopper Marketing Insights for Retailers

Major  Focus  •  Customer  big  data  analy=cs  •  Loyalty  program  management  

•  Campaign  management  •  Store  clienteling  •  Omni-­‐channel  engagement  

Global  Exper+se  

150+  customers  10,000  stores  100  million  consumers  

Privately  held  company  with  350  employees  across  7  offices  in  US,  UK,  UAE,  SA,  AUS,  APAC  and  India    

Customers  

About  Capillary  Technologies    

36  Private  and  Confiden=al  

Awards  &    Accolades  

@CapillaryTech  

Page 37: Shopper Marketing Insights for Retailers

Private  and  Confiden=al  

Key  Takeaways  

Build  a  customer  engagement  intelligence  plaaorm  –  Turn  big  data  into  business  insights  to  understand  all  of  your  customers  –  The  insights  will  enable  relevant  and  personalized  interac=ons  

37  @CapillaryTech  

Idea=on:  Set  realis=c  expecta=ons  –  Start  small  with  a  pilot  and  take  a  learnings-­‐based  approach  

Marke=ng  to  shoppers  who  are  increasingly  sophis=cated  and  demanding  is  not  easy    

–  They  need  the  right  message  at  the  right  =me  through  the  relevant  channel  

Implementa=on:  Deliver  success  &  then  expand  rapidly  –  Measure  results  and  then  incorporate  into  all  marke=ng  programs  across  channels  

Page 38: Shopper Marketing Insights for Retailers

Rusty  Warner  Principal  Analyst  Forrester  Research  

hjp://www.forrester.com/Rusty%20Warner  

Richard  White  Advisor  to  Capillary  Technologies  

[email protected]  

Janet  Jaiswal  VP  of  Marke=ng  

Capillary  Technologies  [email protected]  

Complete  feedback  to  receive  the  Customer  Intelligence  White  Paper  

@CapillaryTech  Private  and  Confiden=al