cx16 leading retailers optimize the customer journey
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#CNX16
How Leading Retailers Optimize the Customer Journey Featuring Crocs, Cabela’s and Hallmark Baby
Maria Humphrey Director, Salesforce Industries Retail
Forward-looking Statements
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This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
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Click Facebook Ad
Newsletter Sign-up
Personalized Content Email
Mobile Opt-in Download App
Contact Customer Support
Evangelize on Facebook
Support Issue Resolved
First Purchase
Every Customer Is on Their Own Unique Journey Grouping, segmenting, and stereotyping is no longer enough
*Transforming Customer Experience: From Moments to Journeys, 2013
Journeys are strongly correlated with business outcomes.
+36% Customer
satisfaction
+15% Revenue growth
+28% Willingness to recommend
+33% Less likely to cancel/churn
Why Personalization Matters
94%
78%
14%
Businesses indicate personalization is critical to success
improvement in email click through rates
of consumers indicate they want some degree of personalization
But customer journeys are more than marketing…
?
Systems of Record
Retailers Have Invested in Systems of Record Focused on internal operations, not engagement
Internal Focus Content Delivery – Content Management – Infrastructure
Supply Chain Merchandising HR Inventory eCommerce POS Systems of Record
? #1 Customer experience has
overtaken price and product as the key brand differentiator.
Walker Information, Customers2020 Report
Systems of Record
Retailers Need Systems of Engagement
Supply Chain Merchandising HR Inventory eCommerce POS
Systems of Engagement Mobile Cloud Social
Data Science Internet of Things
The Salesforce Shopper Success Platform
Connected Shoppers Personalization Everywhere
Connected Stores Supercharged Associates
Connected Service Supercharged Agents
Retail Agility Rapid Innovation
Multitenant Cloud World’s most trusted
Customer Success Platform World’s #1 CRM
Retail Solutions Reimagine Engagement
Engage with Customers at Every Step of the Journey
Engage with Customers at Every Step of the Journey
Leverage multiple channels to increase awareness and drive traffic
Explore third-party partnerships to gain subscribers
Provide relevant content throughout the customer journey based on originating source
Acquire
v
Acquire Seasonal Facebook lead gen
Site pop-up
Welcome series
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5.15%
4.38%
0.72%
5.89%
2.01%
Subscrip5onRatebySource
Facebook Pinterest CPC Babycenter.com Display
CPC5%
Facebook73%
Display1%
Babycenter1%
Pinterest1%
Hallmark19%
EmailAcquisi5onbySource
CPC Facebook Display Babycenter Pinterest Hallmark
Results
How we did it Tools and partnerships
More budget allocated to sources with high subscription rates
A seamless customer experience is key
Re-evaluate partnerships to examine placement, customer mindset and traffic
Focus on source of acquisition and assign a revenue and value of email by originating source
Insights & Learnings
Engage with Customers at Every Step of the Journey
Onboard new subscribers with targeted messages
Encourage first open, click, and purchase with Crocs
Use data to power these messages to deliver the right content at the right time
Engage
Welcome email
Onboarding series
Post-purchase
An early conversion is key to a more engaged subscriber across their lifetime
Use data to drive dynamic content, offers and relevant triggers
Take advantage of new technologies to increase engagement
Insights & learnings
Engage with Customers at Every Step of the Journey
Provide content that subscribers find valuable
• Tips and tricks
• Videos
• Secondary message to ‘Shop’
Leverage retail store location to drive in-store event participation
Provide value to subscribers for love of the Cabela’s brand
Retain
Original version
Content-focused emails
Content supporting in-store
Data – driven from store location information
Upcoming events and classes that shoppers can attend
Dynamic content allows for high-level of personalization at scale
How we did it Tools and partnerships
Content and revenue are not mutually exclusive
Decreased unsubscribes by 25%
Incorporate local store events and content
Develop a content strategy, start somewhere
Value-added content
Insights & learnings
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Solution Approach & Demonstration
How it works
01.VISIT » 02.PURCHASE » 03.COLLECT » 04.FILTER & SEND
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Solution Demonstration
Recap
Acquire new customers through social channels
and partnerships with like-minded brands
Utilize data to customize content during the
onboarding series for a more engaged subscriber
and earlier conversion
Develop value-added content including in-store
events to retain customers longer
1 2 3
Take the after-session survey!
Take the Survey in the Connections 2016
Mobile App
Join the conversation!
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Connect with Us!
Wed, 6:30 – 8:30 pm Sponsored by Slalom
Join our Store Tour at Experience the Shopper Success Platform
Tues, 8:00 – 7:30 Wed, 8:00 – 6:00
Thurs, 8:00 – 12:00
Learn from Retail Thought Leaders
Wed, 2:00 – 2:40 pm Keynote Room
Hear from Retail Thought Leaders Join us at a special Retail Keynote Session on Wednesday
Reimagining Retail in the Age of the Shopper Digital disruption is driving shopper demand for personalization. Hear how leading brands personalize the shopper experience, empower employees with mobile, collaboration and analytics tools, and adopt agile innovation to thrive in the Age of the Shopper. Wed, 5/11, 2:00 PM Keynote Room