keynote: macy's: 150+ years of customer centricity
TRANSCRIPT
Our customer centricity journey
1)Strategic Customer Focus
2)Unifying Customer Languages
3)Activating Against Customer Insights
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OUR STRATEGIC
CUSTOMERFOCUS
AS A COMPANY
“CUSTOMERS FIRST” HAS ALWAYS BEEN A PRIORITY
OUR INDUSTRY-LEADING CUSTOMER DATABASE - “BIG DATA”
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33 million active households/year
500 million transactions/year
Behavior details: who is she, what did she buy, when, where, how…
40 terabytes of data
7 out of 10 transactions matched to a unique customer
Communicate a data- informed customer strategy
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Retaining and Growing Loyals
Developing Non-Loyals
Converting Non-Purchasers
Large $ Sales Opportunity over Five Year Horizon
unifying CUSTOMER LANGUAGES
What, so what, now what???
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Activating against
customer insights
Loyalty - Emotional and rational connections
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*************************
Mary SmithLoyalty Number ****1234Earning Level: 5%Earned Today: $11.25Total Earned: $11.254 More Visits to Go !
*************************Thank you!
Enjoy a free coffee on us, simply present this offer
*************************
*************************
Mary SmithLoyalty Number ****1234Earning Level: 1%Earned Today: $9.75Total Earned: $21.003 More Visits to Go !
*************************My Macy’s Rewards
Get 20% off your next purchase of Tommy Hilfiger 02/01/10 to 03/01/10
*************************
Omnichannel behavior analysis informing truly custom direct mail, Email, Display
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Book 1
665
Book 2
4,700
7,000
15,000
Book 3 Book 4
Num
ber
of
Diff
ere
nt
Vers
ions
As many as 500k unique direct mail
versions on a circulation of
1MM
Relevance and Customization is even more important than personalization
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Localized content
Personalized emails
custom recommendations based on data analysis, delivered at every decision moment
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MOREOmnichannel Migration
BETTERIncreased Relevancy
FASTERSpeed-to-Product Navigation
Online-to-Store / Store-to-Online
Cross category shopping Product Recommendations &
Replenishment
Mobile: shopping, information, marketing
APPLY PASSION, PATIENCE AND PERSEVERANCE TO SIMPLY LEAP OVER THE HURDLES…
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1. Making the Call for Change ‘Stick’ in presence of Comfort Zone
2. Resource Expertise/Learning Curves
3. Work Flow/Processes
4. Costs (Real and Perceived)
5. Speed to Positive Sales Results
Thank you for listening; any questions?
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Julie Bernard – GVP, Customer Centricity, Marketing [email protected]