cx16: getting started with cross-channel journeys
TRANSCRIPT
#CNX16
Getting Started with Cross-Channel Journeys
Kate Duggan Director of Digital Marketing, Loyalty Albertsons Companies [email protected]
Matt Fischer Director, CRM Product Management Rue La La [email protected]
Getting Started with Cross Channel Journeys
Matt Fischer Director, CRM Product Management [email protected]
Kate Duggan Director of Digital Marketing, Loyalty [email protected]
#CNX16
Becoming Cross Channel at Rue La La Matt Fischer, Director, CRM Product Management
Rue La La
Our Vision
The most engaging online, off-price style destination, connecting world-class brands to the next-generation shopper.
Our Business
• Over 17MM Members
• 70% of visits are on Mobile (60% sales)
• Over 7MM emails sent a day
A lifestyle platform delivering premium brands at great value.
Digital Marketing is Core to Our Strategy Serve up style inspiration. Every day.
New Member Journey
Member On-Boarding used to be a “one size fits all” experience • Disconnect between how a member was acquired • Our “best guess” of brands and products that would inspire our members to purchase
Familiarize Ourselves With Journeys With An Existing Program
What We Did
• Started with a simple journey that split content based on gender
• Aligned content based on acquiring ad (e.g. acquired on luxury ad, give them luxury content)
• Inserted random test splits for further iteration (typically 1 version per 2 weeks)
Email Is Great… Mobile Can Be Even Better
Push Enablement = App Retention = Deeper Engagement • Augment High Engagement Emails with Mobile App Messaging
Build a foundation for cross channel success through building app subscribers
App Only Secret Sales
Integrated Banners in Boutique Emails
App Targeted Messages
Abandoned Cart Journey Use a high engagement point to easily introduce cross-channel journey
What We Did
• Amplified an email with over 30% OR with a push message
• Simple abandon push message using data already powering the email
• 5 minutes to implement
Transactional Communication Journeys
Create simple journeys across a variety of touchpoints for future iteration/testing Eliminate technical constraints, constrained only by our capacity to analyze/learn
Expand use of journeys across a variety of touchpoints
Order Confirmation Ship Confirmation
Delivery Confirmation Free Shipping Expiring
Win Back Journey Incorporate engagement data to determine the best channel
Initial Email Based on Previous Visits To Site
Add Mobile Push Based on Previous Email
Display Unique Offer Using Engagement Last Touchpoint
Lessons Learned
Start with a solid data foundation – invest a little up front and reap the dividends
Drive Mobile app adoption to open up cross channel
strategy
Think Journey First – Use Journeys to Test/Learn
Quickly
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Cross Channel for Just for U Kate Duggan, Director, Digital Marketing, Loyalty
About Albertsons Companies
Club Card 1990
Fuel Rewards 1999
Just for U 2010
Mobile 2013
Albertsons Loyalty Evolution
Shaws Star Market Jewel Osco ACME
Mobile and online digital coupons & deals program
“fun”livesinthehuntfordiscountandthesa1sfac1onthattheygotthebestdeal.ConsumerInsightsstudy,March2016
Power of the Personalized Deal
Offers ranked same on web and in email from top purchases to most referred
Over 100,000 variations of this email
1:1 Offers to each subscriber. No batch and blast.
Source: SWY and SFMC 2015 Avgs
21.5%
2.9% 10.3%
21.8%
9.4%
43.0%
Open Rate CTR CTO
Grocery Avg SWY PD
+ 224%
+ 330%
Just for U Acquisition Channels
J4U Registrations flow through
Welcome series on Journey Builder
Retail store to mobile
Scan to find deals - $2.49 down to $1.49
Email and Mobile Push Two better than one
Email and Mobile push combined increase
redemption by 2X
Email and Push
Email or Push
Email still has furthest reach and lower opt outs
Impact for same message in email and push on same day can be strong, but test if it’s better to send out different content in email and push to same customer, same day
Push Dos and Don’t
Test into correct frequency
Mobile has taken over email as most intrusive channel; only send your best content via push
Don’t assume iOS and Android audiences will act the same
Lessons Learned
Education for expansion never stops:
Patience and persistence is needed to evolve from
traditional single channel tactics to offline/online cross channel. Data always helps.
Don’t assume. Test:
Pretty pictures of food or recipes never beat results
over personalized deals and coupons. Give the
subscribers what they opted in for.
Next phase:
2016 goals include not just cross-channel, but
personalized, automated cross-channel based on
customer events.
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