Tech Talk: Marketing technologies that drive omnichannel sales retailmenot_theiss_laher

1. Marketing technologies that
drive omnichannel sales
John Theiss, SVP, Retailer & Brand Solutions, RetailMeNot
Sahal S. Laher, Chief Digital Officer & CIO, DXL Group
SPONSOR

2. Marketing Technologies that
Drive Omnichannel Sales
John Theiss, SVP, Retailer & Brand Solutions, RetailMeNot
Sahal S. Laher, Chief Digital Officer & CIO, DXL Group

3. Reach Consumers Where It Matters Most
Consumers want great, seamless experiences every
time they shop — across all consumer touch points.
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4. The Omni-Channel Opportunity
Source: Forrester Data Online Retail Forecast, 2016 To 2021 (US); Forrester Data Mobile And Tablet Commerce Forecast, 2016 To 2021 (US)4
2016 US total retail sales
(online and offline)
$3.39 trillion

5. The Omni-Channel Opportunity
Source: Forrester Data Online Retail Forecast, 2016 To 2021 (US); Forrester Data Mobile And Tablet Commerce Forecast, 2016 To 2021 (US)5
11.6%2016 US online retail sales
$393.8 billion
2016 US total retail sales
(online and offline)
$3.39 trillion

6. The Omni-Channel Opportunity
Source: Forrester Data Online Retail Forecast, 2016 To 2021 (US); Forrester Data Mobile And Tablet Commerce Forecast, 2016 To 2021 (US)6
1%
11.6%
2016 US retail sales via
mobile phones
$60.2 billion
2016 US online retail sales
$393.8 billion
2016 US total retail sales
(online and offline)
$3.39 trillion

7. 1%
Mobile = Influence
Source: Forrester Data Online Retail Forecast, 2016 To 2021 (US); Forrester Data Mobile And Tablet Commerce Forecast, 2016 To 2021 (US)7
11.6%
31%
2016 US retail sales via
mobile phones
$60.2 billion
2016 US online retail sales
$393.8 billion
2016 US total retail sales
(online and offline)
$3.39 trillion
2016 US mobile phone
influenced offline retail sales
$1.05 trillion

8. Mobile Influence on Purchase Behavior
8
Primary Reason That U.S. Smartphone/Tablet
Users Use Mobile Apps While Holiday Shopping
11%
7%
11%
29%
43%
25%
8%
33%
33%
Specific Retailer App (e.g., Kohl's, Macy's, etc.)
3rd-Party App (e.g., Amazon, Groupon, RetailMeNot, etc.)
Find Discounts / Coupons
Compare Prices
Find Similar Products
Find Variety of the Same Product
Other
Source: eMarketer, Jan 2016

9. 35%
40%
71%
0% 20% 40% 60% 80%
Promotions Drive Sales
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More than twice as many
respondents said they were driven to
make a purchase based on a coupon
compared with an ad from a brand
Ads From a Brand
Suggestions From Friends and Family
Coupons and Discounts
Factors That Influence U.S. Internet Users’
Purchase Decisions by % of Respondents
Source: eMarketer, Jan 2016

10. Reach Active Shoppers Anytime, Anywhere –
on Any Device, Online or In Stores
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eGift Cards
Email
Promotion
Desktop & Mobile Web RetailMeNot
Store Page
In-Feed
Display
Mobile
App
Mobile
Push
Across Our
Omni-Channel
Platform
More Ways to
Engage
Consumers
Online Offers In-Store
Promotions
Social
Media
Branded
Search
Cash Back
Offers
Digital Circulars

11. 11
DXL Marketing Strategy
• Build the "store of one", don't treat every customer like John Doe!
• Maximize every customer interaction with dynamic personalization
• Provide a seamless experience across all channels
• Keep it simple - remove customer experience friction points!

12. 12
RetailMeNot Campaign Goals:
• Expand omnichannel presence
• Increase engagement & AOV
• Drive conversion and sales
• Increase new to file customers
• Leverage mobile to drive in-store demand
RetailMeNot Campaign Tactics:
• Increase media exposure
• Omnichannel offers
• Mobile/in-store offers
• Brand+
• Cash Back Offers

13. 44% increase in traffic volume YTD
attributable to increased media exposure and increased engagement
with omnichannel content, particularly on mobile
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14. 14
176%L I F T I N
E N G A G E M E N T
Omnichannel & Exclusive Content
147%L I F T I N S A L E S

15. With greater investment,
Destination XL's ad volume has
grown while improving ROAS,
with coverage across all platforms
Increased Media Investment
Email PromotionMobile App RetailMeNot Store Page Branded SearchDesktop & Mobile Web
15
67% traffic lift on days
w/ placements illustrating
top-of-funnel demand for DXL
across RMN audience

16. Brand+
• The paid search channel
alone has helped take
traffic out of the red to the
44% growth we're seeing
this year
• Paid search channel has
boosted total program
traffic lift to 70%
• Highly efficient channel
from a conversion
perspective, contributing
20% of program revenue
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17. Cash Back Offers
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• Users are converting at 1.5x
the average online rate while
spending ~$80 more than
required by the spend
threshold
• Over $60k in sales generated
through CBOs alone
• 20% lift in engagement when
CBOs are live vs. days they
are not

18. CONFIDENTIAL
Thank You!
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