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.

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


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


Online Paid Media

Analytics

Testing &

Targeting

Online Earned Media

Content Management

Campaign


Media Optimizer

Social Experience Manager

Campaign

Analytics

Target

© 2014 Adobe Systems Incorporated. All Rights Reserved.

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


Adobe = Creative + Digital

Creative Cloud Marketing Cloud


Art & Science


Jen | Gym Instructor

Lululemon Athletica is fantastic. Felix | College Professor

VERIZON LTE 4G Samsung Galaxy S4

Fred Leger Age 30

Pier 83

Fort

h Av

e

2nd

Ave

10th

Ave

21st

St

Pier 83

Fort

h Av

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2nd

Ave

10th

Ave

21st

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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


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


§  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


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


Let’s Look at the Digital Retail Landscape


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


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


Integrated Digital Retail Marke+ng

Data

Web

Store

Content

Web

Store

Software

Web

Store

Hardware

Web

Store


What’s the biggest number in the budget of almost any CMO?

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23

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


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.


Thank You!


References


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)


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



Purpose


# of Countries


•  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


32/65

Purpose


Agency Role (Imagina+on)

Ford Role

# of Countries


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



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



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



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


Customers engage with Brands… …not with Channels

The Concept of Channels is Artificial to Consumers


For consumers, there is only your brand


But Digital Marketers See Four Screens: TV, Computer, Tablet, Mobile


They See 6 Channels: Web, Social, Email, Search, Display and Apps


They See Three Sources of Trust: Paid, Earned, Owned


And No Two Customer Journeys Are The Same

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