NRF NXT 2019 July 23, 2019 Mike Carmody, Vice President of Marketing, Saatva Mattress Jason Roussos, Senior Vice President, Strategy, , Adlucent

1. Sue Smolenski, DVP, Marketing Strategy
True Value Company
July 23, 2019
SESSION:
Case Study:
True Value, future-proofing with technology

2. 2

3. 3
Key Initiatives

4. 4
Understanding the Customer
Purchase
History
Website,
Email, Direct
Mail Behavior Program
Participation
Demographics
Profile
Data
AGGREGATING CUSTOMER
DATA
Test, Review
& Revise
Channel ResponseMessage and Offer
Response
Customer
Segmentation
SINGLE VIEW OF
CUSTOMERS

5. 5
MarTech Stack
Distributed
Marketing
Customer Data
Warehouse
CDI MDM Reporting &
Analytics
Marketing
Technology Suite
DAM
Creative Assets
Cleanse
Match
Merge
Enterprise Message Bus
Web ServicesHTTP/SConnect: DirectSFTPEDI / XML Other protocols
Campaign
Management
TrueValue.com
Local Ecommerce
Customer
Engagemen
t/Loyalty
POS W/S
+
E-mail
SMS
Faceboo
k
Twitter
Mobile
Sources
Internal
External

6. 6
Online/Offline Continuum
ONLINE
OFFLINE
ONLINE
OFFLINE

7. 7
ONLINE
OFFLINE
OLINE
OFFLINE
Local Ecommerce Pilot
Mary Smith / Due at 4:00
PM
Scan Products
DeWalt Max
Drill/Driver Combo
Kit. Lithium Ion
Item # 194893
Got It Issue
iBuild Combination
Tool Set, 22-Piece
Item # 217598
Pick 2 items
Got It Issue

8. 8
What Now?
• Understand your target customer
• Be able to articulate your current and
future business needs
• Allocate time to explore new solutions