Download - eRetail15 - Adobe - PJ Verhoef
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
In Store Digital Experiences Re-imagined
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Introduction
Account Executive PJ Verhoef
Adobe Hoogoorddreef 54a 1101 BE Amsterdam Z.O. The Netherlands T +31 20 65 11 200 M +31 646 32 42 49 [email protected] Twitter: @pjbrayzen
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Takeaways
1 Marketing Clouds
changing Digital Marketing at Scale
2 Digital In Store
Re-imagined through Connected Screens
3 Audience Data
New Currency in Brand – Retailer Relationships
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Online Paid Media
Analytics
Testing &
Targeting
Online Earned Media
Content Management
Campaign
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Media Optimizer
Social Experience Manager
Campaign
Analytics
Target
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PLATFORM
ANALYTICS
CAMPAIGN EXPERIENCE MANAGER
MEDIA OPTIMIZER
SOCIAL
TARGET
ADOBE
MARKETING CLOUD
PROFILE MANAGEMENT
TAG MANAGEMENT
USER MANAGEMENT
& SECURITY COLLABORATION
INTEGRATION
CONTEXTUAL ACTIVATION
MOBILE ASSET SHARING
PLATFORM
CORE SERVICES
ADOBE
MARKETING CLOUD
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Adobe = Creative + Digital
Creative Cloud Marketing Cloud
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Art & Science
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Jen | Gym Instructor
Lululemon Athletica is fantastic. Felix | College Professor
VERIZON LTE 4G Samsung Galaxy S4
Fred Leger Age 30
Pier 83
Fort
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2nd
Ave
10th
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21st
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Pier 83
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2nd
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10th
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T-Mobile 4 Nokia Lumia 520
Sue Child
Chris Manchester Elisa Sanchez
Age 40
Jerry | Stock Broker
AT&T Iphone 4s
@AdobeMktgCloud Albert
Sushi
3,343, 4,453
WELCOME TO THE ERA OF
DIGITAL
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12
Do you know what customer’s are looking for in you physical store?
But then there’s the shop… But then there’s the shop… Totally disconnected
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§ 72% of the consumers wishes an integrated marketing approach...
§ ... and only 39% gets it
§ 85% of the consumers demands an integrated shopping experience...
§ ... and only 50% experiences it (source: mBuys/Gartner)
Deadly for customer relations
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital plays a huge role in the path to purchase – in-store and online
39%
Search online, buy online
Search in-store, buy in-store
21%
Search online, buy in-store
13%
Search in-store, buy online
7%
Research online and in-store, buy online
7%
Research online and in-store, buy in-store
7% Buy online, pick up in store
6%
Most Frequently Used Path to Purchase for Products from Multichannel retailers According to US Digital Buyers, March 2014 % of respondents
Source: UPS, comScore Inc. and the e-tailing group. “Pulse of the Online Shopper,” June 11, 2014
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Let’s Look at the Digital Retail Landscape
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Digital RetailCurrent Solu+ons
KPI Challenge Current Digital Solutions
Generate Foot traffic eCommerce growth Proximity marketing, In store pickup
Sales conversion of foot traffic Showrooming Owned Omnichannel commerce
Upselling Limited points of contact (usually POS only)
Digital Signage, Mobile sales assistance
Revenue per m2 Shelf space limits, shops are getting smaller Digital catalogue
Return visits / loyalty Increase brand / shopper engagement Store loyalty apps
Over / understock Demand estimation / guiding Responsive in store advertising
Turnover rate Store infrastructure, traffic flow Mobile POS, Self check-out
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
In Store Digital Experiences Disconnected from Digital Marketing / CRM/
eCommerce
Offline & Online Customer Data Sources Silo’ed, No Single Customer View
Digital Media Assets not Centrally Stored & Rarely Up-to-Date
Small, Local & Proprietary Technology Vendors
Sub Op+mized Silo’s
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Integrated Digital Retail Marke+ng
Data
Web
Store
Content
Web
Store
Software
Web
Store
Hardware
Web
Store
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What’s the biggest number in the budget of almost any CMO?
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Audience-Driven Marketing
DATA SYNC/SEGMENTATION
DATA
Mobile Display Search Social Video Email Site
PERSONALIZE
DATA INGESTION
Audience Segment Standardization
3rd Party 1st Party
AUDIENCE SEGMENT DELIVERY / ANALYSIS
epsilon Experian V12 group BlueKai LiveRamp
TARGUSinfo Datalogix Exelate AddThis janrain
bizo Alliant IXI Acxiom Quantcast
2nd Party
WEB ANALYTICS
CRM
Partner Data
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2nd Party: Partner Data
OPPORTUNITY
Brand Retailer
Representative Adobe customers who are deemed by Adobe to be market leading in their use of digital marketing technologies.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Thank You!
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References
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Real time price comparison (Sainsbury)
Real time product reviews eg. Twitter comments (Sport Chek)
Digital displays ( Sport Chek)
Targeted offers directly to smartphone (Macy’s)
+ NEW EXPERIENCES
Image Credit: Wayne0216 / Shutterstock.com
Augmented reality mirrors (Sephora; Rayban; Burberry)
Social shopping eg. Getting a second opinion realtime (Nine West)
Interactive shop windows (Sportsgirl)
BLE Beacons (Apple iBeacon; Macy’s)
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confiden+al.
Purpose
Total Deal Size End Client
# of Countries
Cri+cal winning point
• Increase foo+all (with SL46) • Brand enhancement (Rear V.Wall)
• Inform + promote (ME32 instore panels)
36k units Vodafone OperaGng Companies (18 in total)
18 Countries
• Pre-‐Sales technical consulGng & specificaGon • Near full Gme project management
• Global Account Management
Digital Signage as Core Retail Infrastructure Ver+cal Market
• Telco • Retail
2013 Result & 2014 Forecast 2013 6k units
2014-‐2016 30k units
Samsung Role • Hardware (displays, touch panels, SBBs)
• Content Management So[ware (in some not all) • Pilot installaGon & Project Management
• SoluGon SpecificaGon & ConsulGng
Outcome for client ROI to be confirmed (research project commissioned and starGng in
December)
..........we sGll have another 6.6k shops to renovate within next 30 months and a lot of LFD to purchase! The lucraGve Verizon sale has provided us with 1 billion GBP to accelerate the roll-‐out in 2014-‐2014.
~ Adam Dexter Vodafone Global Retail IT Director
}
Status: Deal Won / Project Delivery
End Client Project
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confiden+al.
Purpose
Total Deal Size End Client
# of Countries
Cri+cal winning point
• Drive new product launches • Brand enhancement
• Omni-‐Channel customer
15k units T-‐Mobile
13 Countries
• Leveraging our relaGonships with mobile team. • Close project management team
• InvesGng in client samples & pre-‐sales support
PosiGoning retail brand at the forefront of technology innovaGon Ver+cal Market
• Telco • Retail
2013 Result 2014 Forecast 2013 6k units 2014 9k units
Samsung Role • Hardware (displays, touch panels, SBBs) • Pilot installaGon & Project Management
• SoluGon SpecificaGon & ConsulGng
Agency Role (Art1st) Outcome for client • Retail Design
• Pilot project management
M-‐Wall is very popular – customers and sales staff like it. You can see it clearly from the street and heads turn. M-‐Wall gives a fresh life to the store it is state of the art presentaGon.
High customer afenGon rate. 87% customers would recommend the M-‐Wall experience to
friends & family.
~ }
T-‐Mobile Sales Team Feedback Austria
Status: Deal Won / Project Delivery
End Client Project
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Purpose
Total Deal Size End Client
Agency Role (Imagina+on)
Ford Role
# of Countries
Cri+cal winning point
Outcome for client
• Drive dealer sales • Brand enhancement
• Omni-‐Channel customer
37k units with Magic Info & Accessories EMEA Ford Dealerships (total 7,500 dealers)
47 European countries (TBC)
A successful pilot test end in Barcelona with top global execuGve review on 4th December.
• Digital Signage Standard Seing • QualificaGon criteria for Ford Dealers • Global Roll-‐Out Project Management
• Retail Design • Pilot project management ROI to be confirmed
Enhancing the look and feel of Ford Dealerships across Europe
Stephen Odell EVP EMEA
Ford Motor Co
}This is absolutely criGcal because for most customers, their closest interacGon with Ford
will be a visit to their local Ford dealership.~
Ver+cal Market • AutomoGve
• Retail
2013: 25 units with MagicInfo for PoC 2014-‐2016: Roll-‐Out Plan TBC
Samsung Role • Hardware (displays, touch panels, SBBs)
• Content Management So[ware • Pilot installaGon & Project Management
• SoluGon SpecificaGon & ConsulGng Franchise Sales Model (Snap-‐On)
• ExisGng supplier to all Ford EU Dealers • Provider of lease finance for Ford EU Dealers
Peter Fleet VP Sales
Ford of Europe
}We are starGng on an exciGng new journey to deliver a great retail
experience.~
2013 Result 2014 Forecast
Status: Selected as supplier & consultant on PoC
End Client Project
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confiden+al.
Value referencesMulti-channel shopping habit analysis with Costco
CHALLENGE • What are the shopping habits differences among
members across regions? • How are member's shopping affected by promotions? • What indicators can separate high $ shopping members
against low $ and non-renewing members? • Are there differences in best-sellers across regions
(merchandise)? • Are there differences among members demographically
in which departments they shop? SOLUTION • Adobe Insight to increase revenue per customer,
increase return on marketing spend, and improve gross margins
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confiden+al.
Value referencesMulti-channel strategies with BestBuy
“Within weeks, the software cranked out data that the store's own systems, with their antiquated databases, couldn't have matched……Best Buy reported that the Adobe system had helped create tens of millions of
dollars in profits”
- BusinessWeek
CHALLENGE • Difficulty reacting to dramatic customer spending pattern
changes • Wanted to determine minimum shopping cart threshold
for offering free financing SOLUTION • Adobe Insight to develop the right in-store promotion by
analyzing online behavior RESULTS • Create tens of millions of dollars in profits • Eliminate millions of dollars per year in data extraction
costs
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confiden+al.
Value referencesPersonalised multi-channel targeting with Dollar Thrifty
“With Adobe integrated marketing solutions, we can combine customer transactional data from the last three years with real-time data from every channel—online or offline—to generate a variety of highly detailed reports
that give us a crystal clear picture of where customers are coming from, what they’re buying, and why they’re converting.”
- Sandy Martin, Senior manager of express programs, Dollar Thrifty
CHALLENGE • Channel attribution and multi-touchpoint analysis of
marketing communications and entry points customers use and how they correlate into conversions.
• Cross-channel message evaluation and effective placement to deliver targeted communications to existing customers based on purchasing behaviors.
SOLUTION • Conversion • Deep customer segmentation • Multi-channel analytics RESULTS • Saved $1.7 million annually • Increased interest in promotions by 152% • Achieved 45% ROI annually • Optimized $1 million in ad spend
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Customers engage with Brands… …not with Channels
The Concept of Channels is Artificial to Consumers
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For consumers, there is only your brand
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But Digital Marketers See Four Screens: TV, Computer, Tablet, Mobile
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They See 6 Channels: Web, Social, Email, Search, Display and Apps
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They See Three Sources of Trust: Paid, Earned, Owned
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And No Two Customer Journeys Are The Same