From acquisition to post-conversion, retail customers have come to expect relevant, individualized promotional content for each step of their shopping journey. Our panel of leading retail brands – Cabela’s, Crocs, and Hallmark Baby – will demonstrate their strategies for personalizing digital marketing content, and how these messages strengthen customer engagement.

1. #CNX16
How Leading Retailers Optimize
the Customer Journey
Featuring Crocs, Cabela’s and Hallmark Baby
Maria Humphrey
Director, Salesforce Industries Retail

2. Forward-looking Statements
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3. Click
Facebook Ad
Newsletter Sign-up
Personalized
Content Email
Mobile Opt-inDownload App
Contact Customer
Support
Evangelize on
Facebook
Support Issue
Resolved
First Purchase
Every Customer Is on Their Own Unique Journey
​ Grouping, segmenting, and stereotyping is no longer enough

4. *Transforming Customer Experience: From Moments to Journeys, 2013
Journeys are strongly
correlated with business outcomes.
+36%
Customer
satisfaction
+15%
Revenue
growth
+28%
Willingness to
recommend
+33%
Less likely to
cancel/churn

5. Why Personalization Matters
94%
78%
14%
Businesses indicate personalization
is critical to success
improvement in email click
through rates
of consumers indicate they want
some degree of personalization

6. But customer journeys are
more than marketing…

7. ?
Systems of
Record
Retailers Have Invested in Systems of Record
Focused on internal operations, not engagement
Supply Chain Merchandising HRInventoryeCommercePOSSystems of
Record

8. ?#1
Customer experience has
overtaken price and product
as the key brand differentiator.
Walker Information, Customers2020 Report
Systems of
Record
Retailers Need Systems of Engagement
Supply Chain Merchandising HRInventoryeCommercePOS
Systems of
Engagement MobileCloud Social
Data Science Internet of Things

9. The Salesforce Shopper Success Platform
Connected
Shoppers
Personalization
Everywhere
Connected
Stores
Supercharged
Associates
Connected
Service
Supercharged
Agents
Retail
Agility
Rapid
Innovation
Multitenant Cloud
World’s most trusted
Customer Success
Platform
World’s #1 CRM
Retail Solutions
Reimagine Engagement

10. Engage with Customers at Every Step of the Journey

11. Engage with Customers at Every Step of the Journey

12. Leverage multiple channels to increase awareness
and drive traffic
Explore third-party partnerships to gain subscribers
Provide relevant content throughout the customer
journey based on originating source
Acquire

13. v
Acquire
Seasonal Facebook lead gen

14. Site pop-up

15. Welcome series

16. #CNX16
5.15%
4.38%
0.72%
5.89%
2.01%
Subscrip5on Rate by Source
Facebook Pinterest CPC Babycenter.com Display
CPC
5%
Facebook
73%
Display
1%
Babycenter
1%
Pinterest
1%
Hallmark
19%
Email Acquisi5on by Source
CPC Facebook Display Babycenter Pinterest Hallmark
Results

17. How we did it
Tools and partnerships

18. More budget allocated to sources with high
subscription rates
A seamless customer experience is key
Re-evaluate partnerships to examine placement,
customer mindset and traffic
Focus on source of acquisition and assign a revenue
and value of email by originating source
Insights & Learnings

19. Engage with Customers at Every Step of the Journey

20. Onboard new subscribers with targeted messages
Encourage first open, click, and purchase
with Crocs
Use data to power these messages to deliver
the right content at the right time
Engage

21. Welcome email

22. Onboarding series

23. Post-purchase

24. An early conversion is key to a more engaged
subscriber across their lifetime
Use data to drive dynamic content, offers and
relevant triggers
Take advantage of new technologies to increase
engagement
Insights & learnings

25. Engage with Customers at Every Step of the Journey

26. Provide content that subscribers find valuable
• Tips and tricks
• Videos
• Secondary message to ‘Shop’
Leverage retail store location to drive in-store event
participation
Provide value to subscribers for love of the Cabela’s brand
Retain

27. Original version

28. Content-focused emails

29. Content supporting in-store
Data – driven from store location information
Upcoming events and classes that shoppers
can attend
Dynamic content allows for high-level of
personalization at scale

30. How we did it
Tools and partnerships

31. Content and revenue are not mutually exclusive
Decreased unsubscribes by 25%
Incorporate local store events and content
Develop a content strategy, start somewhere
Value-added content
Insights & learnings

32. #CNX16
Solution Approach & Demonstration

33. How it works
​ 01.VISIT » ​ 02.PURCHASE » ​ 03.COLLECT » ​ 04.FILTER & SEND

34. #CNX16
Solution Demonstration

35. Recap
Acquire new customers
through social channels
and partnerships with like-
minded brands
Utilize data to customize
content during the
onboarding series for a
more engaged subscriber
and earlier conversion
Develop value-added
content including in-store
events to retain
customers longer
1 2 3

36. Take the after-session survey!
Take the Survey in the
Connections 2016
Mobile App
Join the
conversation!
#CNX16

37. Connect with Us!
Wed, 6:30 – 8:30 pm
Sponsored by Slalom
Join our Store Tour at Experience the
Shopper Success Platform
Tues, 8:00 – 7:30
Wed, 8:00 – 6:00
Thurs, 8:00 – 12:00
Learn from Retail
Thought Leaders
Wed, 2:00 – 2:40 pm
Keynote Room

38. Hear from Retail Thought Leaders
Join us at a special Retail Keynote Session on Wednesday
Reimagining Retail in the Age of the Shopper
Digital disruption is driving shopper demand for
personalization. Hear how leading brands personalize
the shopper experience, empower employees with
mobile, collaboration and analytics tools, and adopt
agile innovation to thrive in the Age of the Shopper.
Wed, 5/11, 2:00 PM Keynote Room