cx16: getting started with cross-channel journeys

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Getting Started with Cross-Channel Journeys

Kate Duggan Director of Digital Marketing, Loyalty Albertsons Companies kate.duggan@safeway.com

Matt Fischer Director, CRM Product Management Rue La La mfischer@ruelala.com

Getting Started with Cross Channel Journeys

 Matt Fischer Director, CRM Product Management mfischer@ruelala.com

 Kate Duggan Director of Digital Marketing, Loyalty kate.duggan@safeway.com

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Becoming Cross Channel at Rue La La Matt Fischer, Director, CRM Product Management

Rue La La

 Our Vision

 The most engaging online, off-price style destination, connecting world-class brands to the next-generation shopper.

 Our Business

• Over 17MM Members

•  70% of visits are on Mobile (60% sales)

• Over 7MM emails sent a day

 A lifestyle platform delivering premium brands at great value.

Digital Marketing is Core to Our Strategy  Serve up style inspiration. Every day.

New Member Journey

 Member On-Boarding used to be a “one size fits all” experience •  Disconnect between how a member was acquired •  Our “best guess” of brands and products that would inspire our members to purchase

 Familiarize Ourselves With Journeys With An Existing Program

What We Did

•  Started with a simple journey that split content based on gender

•  Aligned content based on acquiring ad (e.g. acquired on luxury ad, give them luxury content)

•  Inserted random test splits for further iteration (typically 1 version per 2 weeks)

Email Is Great… Mobile Can Be Even Better

 Push Enablement = App Retention = Deeper Engagement •  Augment High Engagement Emails with Mobile App Messaging

 Build a foundation for cross channel success through building app subscribers

App Only Secret Sales

Integrated Banners in Boutique Emails

App Targeted Messages

Abandoned Cart Journey  Use a high engagement point to easily introduce cross-channel journey

What We Did

•  Amplified an email with over 30% OR with a push message

•  Simple abandon push message using data already powering the email

•  5 minutes to implement

Transactional Communication Journeys

 Create simple journeys across a variety of touchpoints for future iteration/testing Eliminate technical constraints, constrained only by our capacity to analyze/learn

 Expand use of journeys across a variety of touchpoints

Order Confirmation Ship Confirmation

Delivery Confirmation Free Shipping Expiring

Win Back Journey  Incorporate engagement data to determine the best channel

Initial Email Based on Previous Visits To Site

Add Mobile Push Based on Previous Email

Display Unique Offer Using Engagement Last Touchpoint

Lessons Learned

Start with a solid data foundation – invest a little up front and reap the dividends

Drive Mobile app adoption to open up cross channel

strategy

Think Journey First – Use Journeys to Test/Learn

Quickly

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Cross Channel for Just for U Kate Duggan, Director, Digital Marketing, Loyalty

About Albertsons Companies

Club Card 1990

Fuel Rewards 1999

Just for U 2010

Mobile 2013

Albertsons Loyalty Evolution

Shaws Star Market Jewel Osco ACME

 Mobile and online digital coupons & deals  program

“fun”livesinthehuntfordiscountandthesa1sfac1onthattheygotthebestdeal.ConsumerInsightsstudy,March2016

Power of the Personalized Deal

 Offers ranked same on web and in email from top purchases to most referred

 Over 100,000 variations of this email

 1:1 Offers to each subscriber. No batch and blast.

Source: SWY and SFMC 2015 Avgs

21.5%

2.9% 10.3%

21.8%

9.4%

43.0%

Open Rate CTR CTO

Grocery Avg SWY PD

+ 224%

+ 330%

Just for U Acquisition Channels

J4U Registrations flow through

Welcome series on Journey Builder

Retail store to mobile

Scan to find deals - $2.49 down to $1.49

Email and Mobile Push Two better than one

Email and Mobile push combined increase

redemption by 2X

Email and Push

 Email or Push

 Email still has furthest reach and lower opt outs

 Impact for same message in email and push on same day can be strong, but test if it’s better to send out different content in email and push to same customer, same day

 Push Dos and Don’t

 Test into correct frequency

 Mobile has taken over email as most intrusive channel; only send your best content via push

 Don’t assume iOS and Android audiences will act the same

Lessons Learned

Education for expansion never stops:

Patience and persistence is needed to evolve from

traditional single channel tactics to offline/online cross channel. Data always helps.

Don’t assume. Test:

Pretty pictures of food or recipes never beat results

over personalized deals and coupons. Give the

subscribers what they opted in for.

Next phase:

2016 goals include not just cross-channel, but

personalized, automated cross-channel based on

customer events.

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