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Seamless Customer Experience in the Age of Addressable Media. An REI Journey
This document discusses REI's journey to becoming a more data-driven brand through investments in customer data and digital communications. Key points: - REI invested in an integrated customer data warehouse containing purchase history, marketing engagement, demographics, and profiles. However, leveraging this increasing data poses challenges around prioritization, skills, infrastructure, and technology dependency. - REI utilizes digital channels like email, social media, mobile, and its website to communicate with customers through lifecycle campaigns tailored for new members, product reviews, and major purchases. - The company measures email program effectiveness and forecasts strategies using direct mail marketing methods. Social media also drives customers to these digital communications. - REI's
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Seamless Customer Experience in the Age of Addressable Media. An REI Journey
- 1. THE MODERN BRAND’SJOURNEY TO A DATA-DRIVEN BRAND EXPERIENCE February 21, 2012
- 2. Today’s Speakers John Reynolds Jennifer Alexander Marketing Manager of Vice President/General Manager Direct Analytics, REI Epsilon
- 3. Meet Epsilon Retail Services AirMiles Objectives, Needs and Strategy DATABASE DIRECT DIGITAL DATA Database Design & Hosting Multichannel Communications Email Technology Platform Consumer Data (Consumer, Data Processing Direct Marketing Services Strategic Consulting and Survey, New Mover) CDI Services Marketing Strategy Analytics B2B Data Loyalty Services Creative Services Professional Services Abacus Cooperative/ CRM Strategy & Planning Print Services Web Development and Transactional Data Creative Modeling Acquisition Analytics & Strategy Integration, Coordination, Investment and Results 10 years Consecutive meet or beat the street quarters
- 4. Today’s Discussion • MarketingChannel Trends & Addressable Media • Adapting to the Age of Addressability • How REI Maps the Customer Experience
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- 6. Trends Towards NewForms of Addressable Media • Past - Traditional direct marketing: print, direct mail, telemarketing • Present - Emergence of new media channels: email, mobile, social, SMS, web to complement addressable DM/print • Future - Addition of addressable television and radio will reshape marketing spending
- 7. Traditional Channels AreStill Alive … TV Facebook Radio Twitter Newspaper MySpace Direct Mail YouTube Company Website Web / Display Email Blogs Friends/Family Online Forums Retail Location Customer Service Mobile And now they enhance the new emerging channels. Source: Customer Acquisition – Direct Mail + Web = Winning Formula, Allant Group
- 8. Mobile Space Growingby Leaps and Bounds • Close to 7 trillion SMS messages sent worldwide in 2011 • 500,000+ applications available • 500 million users access the mobile web
- 9. Mobile is NOTa Specific Platform or Technology Marketers need to adapt to ALL mobile devices
- 10. Social Media Continuesto Grow Amongst all Ages & Households Usage among those over the age of 65 has grown 150% from 2009 to 2011 from 13% usage in 2009 to 33% usage in 2011.
- 11. Media Synergy • Peoplewho use social media consume email more, not less.
- 12. More Info –Trends – Addressable Media • Homes receiving addressable TV ads tuned away 32% less of the time than non-targeted TV households • Addressable TV campaigns – 65% more cost efficient 61.8 million homes are considered “addressable.” than traditional TV ads - National Cable Television Association • Ad & Media Executives are shifting spend dollars: “The TV is, and will continue to be, the dominate Almost 40% willing to pay upwards screen for video content as long as there is of 20% more for addressable ads programming to support it. “ - Mercury Media, The Power of Television over traditional TV ad costs • Now in 2012, additional media outlets are adopting targeted ads with the development of their platforms. * A survey conducted by Parks Associates, a Market Intelligence Organization
- 13. Video Viewing onthe Web – Snapshot of March 2011 • 83.5% (174M) of the US Internet Audience viewed online video in March 2011 • YouTube.com ranked as the top online video content property in March with 143.2 million unique viewers. • YouTube remains the most popular destination on the web for video content. • Americans viewed 4.3 billion video ads in March 2011 Source: comScore
- 14. Internet Radio • 80 million internet users listened to internet radio stations in 2011; nearly 158 million by 2015
- 15. The Emerging StrategicImperative for Marketers to Adapt to the Age of Addressability • Business Infrastructure Databases Data People/Expertise • Marketing Practices Integrated/multichannel campaigns Analytics Shift from campaign focus to customer experience focus
- 16. The Emerging StrategicImperative for Marketers to Adapt to the Age of Addressability CAMPAIGN FOCUS CUSTOMER EXPERIENCE FOCUS Planning and effectiveness Media planning dictated by measurement in media silos consumer actions to send messages at the most “Episodic” opportune time via the most relevant channel(s). “Always On”
- 17. A Framework ThatCan Help Marketers Rise to the Challenge • Establish a vision for the customer experience • Build toward that vision over time
- 20. REI’s Journey toa Data-Driven Brand Experience
- 21. It’s All Aboutthe Data • REI invested in an integrated Customer Data Warehouse: Co-op structure provides majority of retail purchases to customer Marketing contact and engagement history Online purchase and engagement from all sources Demographics Customer Profiles
- 22. Exponential Increases inCollected Data is Not Without its Challenges • Building consensus on prioritizing actionable data • Building staff, skills, tools, and process to leverage, measure, and optimize actionable data • Infrastructure challenges such as processing speed and output • Increasing dependency on technology to plan, execute, measure, and optimize marketing
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- 24. Email • For both email and social, REI has a both a corporate and local retailer voice • Lifecycle Campaigns that New Members optimize the customer experience New Members Product Review Major Category Purchase Product Review Major Category Purchase Page 24
- 25. Email (cont.) • REI draws on its deep skill in direct mail marketing to measure incremental sales and forecast new program strategies These methods have significantly changed REI’s understanding of what works in their email programs Page 25
- 26. Email Spurs Consumersto Social Networks • REI’s Outlet 22 Sale • Provided subscribers with options to spread the word about a great sale
- 27. Social • For both social and email, REI has a both a corporate and local retailer voice • REI’s social presence includes: Facebook Twitter YouTube Web-based community Blog Flickr (photo sharing) Q&A Page 27
- 28. Mobile • WAP site • Mobile applications Snow Report REI.com product & transactional • QR codes in direct mail, in-store & advertising • Digital catalogs • Digital partnerships Trails.com Pandora Page 28
- 29. It’s a Marathon,not a Sprint • Increase focus on customer-profile based communications • Customer needs driven organization • Marketing segmentation • Acquisition strategies • Merchandising selections • Digital experiences & content development to meet customer needs Page 29
- 30. Questions? John Reynolds Jennifer Alexander Vice President/General Marketing Manager of Epsilon Direct Analytics, REI [email protected] [email protected] 303.551.1860 Page 30
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