master class in multi-channel marketing - scott perry, jerome's furniture & rick backus,...

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Learn how Jerome’s is Engaging their Best Customers to Boost Store Visits by 70%

Master Class in Multi-Channel Marketing:

#brontosummit

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• Founded CPC Strategy

10 years ago

• Father of Emmett!

www.cpcstrategy.com/bronto17

ABOUT RICK

Copyright © 2017 www.cpcstrategy.com/bronto17

CPC STRATEGY SERVICES


CPC STRATEGY CLIENTS

Slides Available Here:


ONE OF OUR FAVORITE CLIENTS!


JERRY = THE FACE OF JEROME’S SINCE 1973


JERRY HAS STARRED IN THOUSANDS OF COMMERCIALS


IN 2013…

Jerome’s Had:

• 5 Retail Locations

• Strong Local Brand Recognition

• Loyal Offline Customer Base

• A Complete Lack of a Digital Strategy


ENTER SCOTT PERRY


ABOUT SCOTT

“I programmed the first website myself with 16 items of furniture. I

scanned the images at Kinkos, coded the HTML and uploaded it to the

Internet with my 28.8K dial up modem, the fastest around at the time. I

can still remember the first time the phone rang and someone placed an

order and gave me a credit card number. I knew I was on to something.”

• Founded in 1995

• Sold in 2000


ABOUT SCOTT

• Founded in 1995

• Sold in 2000

+

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HALF MAN | HALF MACHINE

Attribution

Analytics

Web/App

Development

EmailPPC

SEOCRO

Local


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Bridging The Online & Offline Gap

Omnichannel in Retail

#brontosummit

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• 1995 - OfficeFurniture.com / FurnitureOnline.com, Sold in 2000

• 2000 - EverythingFurniture.com, merged in 2011, sold in 2013

• 2013 - Jerome’s

Founded 1954, family owned, Southern California based, 13 large store format

ABOUT SCOTT


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• It’s Hard to visualize what furniture will look like in your home.

• Will it match my wall color?

• Will it match my carpet or flooring?

• Will it compliment my room's current style?

THE PROBLEM


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• My friend Jeremy and his wife

PREVENT THIS


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• Visualizing furniture INSIDE your home using Augmented Reality and a smartphone or tablet.

THE SOLUTION


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• 73% Higher eCommerce Conversion Rate

• 228% More Time on Site – 14 minutes vs. 4 minutes

• 60% More Likely to Click -> Call

• 117% More Likely to Fill Out a Credit Application

In addition we constantly get feedback in our surveys, people walking into store with the app bringing in their saved pictures in the store, brand equity and street cred from millennials.

THE RESULTS


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Care Guides – All of our customers get a customized care guide depending on what products they buy:

• Wood Furniture

• Fabric & Leather Care

• Mattress Care

• Feather & Down Care

BRONTO WORKFLOWS


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How We Use Segmentation:

• Target Store Specific Users

• Target Specific Product Buyers

• Ues Custom Data Like Open Credit to Show that to Customers in Email

• Target Catalog Mailings to Your Best Customers, Avoid Angry Customers

BRONTO SEGMENTATION
