Track: Mobile & Web Marketing
#CNX14
#CNX14
Fred Meyer Jewelers: Caitlin Leonard,Marketing DirectorExactTarget: Matt Coffman,Director of Product Management, Web Products
Personalized Experience: Bring the Offline Relationship into the Digital World with Predictive Intelligence
Track: Mobile & Web Marketing
#CNX14
Goals – Presentation Overview
1 2 3
Online Customer Engagement is More
Needed and More Challenging than
Ever Before
Replicating the In-store Experience
from a Trusted Sales Consultant in an
Online Environment
Application Features that Provide
Automation and Other Enhancements
for Marketers
Track: Mobile & Web Marketing
#CNX14
Online Engagement Challenges
• Access to unlimited choices – hyperchoice
• Consumers are always connected and constantly shopping
• Multiple access points (store, web, mobile, etc)
Track: Mobile & Web Marketing
#CNX14
Transformation in Thinking
Track: Mobile & Web Marketing
#CNX14
Digital Marketers’ Perspective on Personalization
Feel most challenged by personalization
Strongly agree that they use machine-learning and
algorithms to personalize
Currently use predictive algorithms
to Personalize
A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014
Track: Mobile & Web Marketing
#CNX14
Commissioned Independent Research Report, Forrester, 2014
Personalization efforts impact:
Track: Mobile & Web Marketing
#CNX14
We Used to See Customers Like This…
Track: Mobile & Web Marketing
#CNX14
Now We See Customers Like This…
Track: Mobile & Web Marketing
#CNX14
In-store, 1:1 Sales Strategies
Trusted Sales Consultants:• Get to know the customer• Develop a relationship• Personalize recommendations• Use wisdom gained to tailor the next pitch
Track: Mobile & Web Marketing
#CNX14
Translate the 1:1 Experience to Online
Gather data on your customer• Observe behaviors • Ask lifestyle-based questions• Pull data from other online sources
Track: Mobile & Web Marketing
#CNX14
Power of Predictive Intelligence
Track: Mobile & Web Marketing
#CNX14
• 324 fine jewelry stores and an extensive online selection• Opened in 1973; merged with Kroger Company in 1999• $98.4 billion in total sales in 2013• 375,000 associates company-wide
Track: Mobile & Web Marketing
#CNX14
Your Website Can be a Trusted Sales Consultant
Track: Mobile & Web Marketing
#CNX14
Predictive Recommendations
Track: Mobile & Web Marketing
#CNX14
Predictive Intelligence at Fred Meyer
• Reads signals of customers (implicit)• Asks questions (explicit)• Drives revenue, but preserves
average order value• Highlight Littman jewelry line• Emphasize protection plans• Enhance visibility of Watch
Protection Plans (Rule Manager)
Track: Mobile & Web Marketing
#CNX14
Fred Meyer Results
eCommerce is up 47% year over year
Watch Protection Plan revenue grew 150%
Track: Mobile & Web Marketing
#CNX14
Future Enhancements
• Implementation and optimization flow improvements
• Email Banner Personalization
Track: Mobile & Web Marketing
#CNX14
Future Enhancements
• Implementation and optimization flow improvements
• Email Banner Personalization
Track: Mobile & Web Marketing
#CNX14
Future Enhancements
• Implementation and optimization flow improvements
• Email Banner Personalization
Track: Mobile & Web Marketing
#CNX14
Future Enhancements
• Implementation and optimization flow improvements
• Email Banner Personalization
Track: Mobile & Web Marketing
#CNX14
Future Enhancements
• Drag-and-drop configurations for email and cloud pages
• Catalog-agnostic recommendations
• Rule engine enhancements• New page/campaign wizard• In-app page/campaign reporting
and trend metrics
Track: Mobile & Web Marketing
#CNX14
Future Enhancements
• Drag-and-drop configurations for email and cloud pages
• Catalog-agnostic recommendations
• Rule engine enhancements• New page/campaign wizard• In-app page/campaign reporting
and trend metrics
Track: Mobile & Web Marketing
#CNX14
Future Enhancements
• Drag-and-drop configurations for email and cloud pages
• Catalog-agnostic recommendations
• Rule engine enhancements• New page/campaign wizard• In-app page/campaign reporting
and trend metrics
Track: Mobile & Web Marketing
#CNX14
Overcoming the Challenge of
Engaging Customers Online is Possible
with Predictive Content
Fred Meyer Successfully
Replicates the In-store Experience
with Online Customers
New Features and Upcoming
Enhancements Make Automation and Customization
Possible for Marketers
Recap Slide
1 2 3
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
Prizes!
$50StarbucksGift Card Session speaker info
@mcoffman@caitlinleonard
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Questions?
Track: Mobile & Web Marketing
#CNX14
CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
Track: Mobile & Web Marketing
#CNX14