ONLINE DIGITAL MARKETING CAMPAIGN Key Takeaways Based on 89 Live Survey Responses

Only 65% of the companies are ALWAYS able to categorize and group customer profiles based on the way they interact with them digitally.

65%

18%

17%

Yes- AlwaysYes- SometimesNever

Source: IMTS; N=89

REMOVE

Introduction• Still confusion in the market place about cross-channel marketing and the

problems that it solves and the opportunities it creates

• Omni-channel: Selling goods and services through both physical and digital channels (customers expect seamless)

• Multi-channel: Sales and marketing across different physical and unique digital channels (often in silos)

• Cross-channel: Delivering campaigns and connecting activity across different channels, both physical and digital (requires integration & insights)

• All are necessary…providing customers with a seamless ability to shift or change channels during or between transactions is critical to our success.

Source: RSR Omni-Channel 2013: The Long Road to Adoptionhttp://www.rsrresearch.com/2013/06/11/omni-channel-2013-the-long-road-to-adoption/

Key Findings:

• Retailers are focused on fulfillment execution: omni-channel fulfillment was rated “very important” by 75% (a 27% increase over our 2012 study)

• Eighty percent of responding retailers say that 360° of inventory visibility is “very important”

• The perceived best opportunity for technology enablement is in creating enterprise-wide visibility, but “customer visibility”, “customer insights”, and “a single customer interaction platform that crosses channels”, also present huge opportunities.

• All retailers are concerned that stores are spending too much time on the wrong things (including distracting store technologies and administrative tasks for corporate), while Winners worry they are not spending enough on cross-channel selling and fulfillment. 1

• 71% of Winners say their top opportunity is investing in cross-channel capabilities. The ability to close a sale in whichever channel is most convenient to the consumer is exactly how they will continue to compete with Amazon.2

1. Source: RSR The Relevant Store in the Digital Age: Benchmark 20132. The Multi-Channel Retailer’s Reality in a Post-Amazon World: Benchmark

Report 2012

Only 56% of the companies are ALWAYS able to understand the cause and effect of their customer’s purchase behavior or intent.

56%

22%

16%6%

Yes- AlwaysYes- SometimesNeverDND/Not sure

Source: IMTS; N=89

Retailers are aware that they need to do a better job of understanding consumer behavior and intent.

CX Obstacles

NOTE This is a study co-sponsored by Neolane so not sure you want to use it/reference it

Only 24% of the companies are VERY EFFECTIVELY able to execute marketing strategies - such as simple upsell or cross-sell campaigns to their customers based on their consumer profiles.

Source: IMTS; N=66; DND/Not Sure=8

Rate of Effectiveness

Very

Inef

fect

ivel

y

Inef

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ivel

y

Somew

hat In

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Neutra

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ivel

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Effect

ivel

y

Very

Effect

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y0%

5%

10%

15%

20%

25%

30%

35%

40%

2%

11%

17%

36%

11%

24%

3 out of 4 companies are not “Very Effective” at executing sales-specific marketing strategies based on customer profile data

Only 59% of the companies are ALWAYS able to measure the effectiveness of their Digital Marketing campaigns across multiple channels.

60%

26%

9%6%

Yes- AlwaysYes- SometimesNoOther

Source: IMTS; N=89

More than 1/3 of retailers are still not able to always measure the effectiveness of digital…while this is surprising, it gets worse because digital is not (has never been) the whole problem…what

79% of the companies use Email for marketing campaigns amongst other channels for promotions or marketing campaigns; For Loyalty Programs, majority of the companies use Self-branded and Shared methods.

0%20%40%60%80%

79% 71% 69% 69% 66% 69% 61%

4%

Source: IMTS; N=89

While roughly 2/3 of companies use all or some of the main marketing channels, only 18% are able to “Very Effectively” track and analyze the customer journey across channels.

Standalone tools in any of these categories are not going to solve this problem.

Put Print and Loyalty last…remove DND…so that digital is collected together

On an individual channel basis, nearly 2/3 of retailers can track activity between either social media or email AND ecommerce or in-store transactions. But single channel integrations are not enough…

Source: IMTS; N=89

All marketingEmail

Social media

…remember from our previous slides that in order to effectively target offers in these channels based on complete behavior and profile data you need to always follow the customer journey across these channels.

Otherwise its fragmented and inconsistent ….

Only 57% of the companies are ALWAYS able to track and monetize consumer behavior between marketing activity, in-store and e-commerce transactions.

57%

16%

26% 1%

Yes- AlwaysYes- SometimesNeverDND/Not sure

Source: IMTS; N=89

On slide 9

Only 56% of the companies are ALWAYS able to can track and monetize consumer behavior between social media (Facebook, Twitter, Pinterest, etc) and in-store or e-commerce transactions.

56%

21%

20%2%

Yes- AlwaysYes- SometimesNeverDND/Not sure

Source: IMTS; N=89

On slide 9

Only 64% of companies are ALWAYS able to track and monetize consumer behavior between email and in-store or e-commerce transactions.

64%

18%

16%2%

Yes- AlwaysYes- SometimesNeverDND/Not sure

Source: IMTS; N=89

On slide 9

Ability to target offers based on purchase behavior and visit frequency or timing are the Top 2 marketing objectives, companies are looking to improve in 2013

0%

20%

40%

60%

80%65%

71% 70%58%

66%

11%

Source: IMTS; N=89

While retailers recognize the need for better multi-channel delivery and use of shopper data, the biggest area of focus for retailers in 2013 is being able to effectively target offers based on purchase behavior and/or visit frequency/timing.

POS and shopping cart data

Only 62% of the companies are ALWAYS able to reward customers for loyalty or repeat purchases effectively using targeted offers in a timely fashion.

62%

24%

11%3%

Yes- AlwaysYes- SometimesNeverDND/Not sure

Source: IMTS; N=89

41% of the respondents AGREE to STORNGLY AGREE that better integration of their retail systems and marketing channels would significantly improve customer loyalty and/or upsell/cross-sell”.

Source: IMTS; N=82

Rate of Agreement

Strongly Disagree

Disagree Somewhat Disagree

Neutral Somewhat Agree

Agree Strongly Agree

0%

5%

10%

15%

20%

25%

30%

6%

2%

7%

17%

26%

13%

28%

Approximately 75% of all respondents agree that they could improve their customer loyalty, better measure impact of marketing on the sales journey and improve the effectiveness of marketing using event-triggered marketing.

0%10%20%30%40%50%60%70%80% 75% 74% 72%

56%

7% 8% 9%16%11% 9% 9% 11%7% 9% 10%

17%

AgreeNeutralDisagreeDND/Not sure

OUT

Source: IMTS; N=89

GartnerMagic Quadrant for Integrated Marketing Management1 November 2012 ID:G00227179 file:///C:/Users/adorfman/Google%20Drive/Whatsnexx%20Team%20Drive/Analyst%20Information/Magic%20Quadrant%20for%20Integrated%20Marketing%20Management.html

Forrester predictions for how CMX will drive a more holistic approach

Companies Will Take A More holistic Approach To Customer Interactions• In order to differentiate their customer experiences from those of competitors,

companies will need to• take a new approach to how they define and deliver customer interactions.• • In 2012, we expect that:• · Companies will focus on delivering unified customer experiences.Today’s multichannel • experiences • . The root cause? Disparate systems and functional silos that don’t play well • together. That won’t cut it in 2012. To unify experiences across all channels, companies

without • a customer experience strategy — and that’s most of them — will finally take a stab at

defining • one. Firms will also create cross-functional governance boards to improve the

multichannel • experience while simultaneously streamlining internal operations and reducing costs.Reference: © 2011, Forrester research, inc.

reproduction Prohibited January 6, 2012 2012 Customer Experience Predictions

Companies are most likely to invest in “Customer Experience” if they had greater budget.

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DND/Not s

ure0%

10%

20%

30%

40%30%

9%6%

38%

17%

Source: IMTS; N=89

CX essential Tools

NOTE This is a study co-sponsored by Neolane so not sure you want to use it/reference it

Interesting chart!

Only 18% of the companies are able to VERY EFFECTIVELY track and analyze a customer’s journey across multiple channels.

Source: IMTS; N=84

Rate of Effectiveness

Very

Inef

fect

ivel

y

Inef

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ivel

y

Somew

hat In

effe

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Neutra

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Effect

ivel

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Very

Effect

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y0%

5%

10%

15%

20%

25%

30%

5%

10% 10%

26%24%

8%

18%

Summary

• Main focus for marketing activity/offers is still upsell and cross-sell effectiveness regardless of channel - and the priority is integrating across those channels

• We have shifted from islands of information to islands of integration

• Investments in loyalty are most likely to focus on overall customer experience