Digital Strategy - Customer Experience - marketing and enterprise enablement

1. Nigel Hudson | nigelhudson.com February 5, 2016 1
Example User Journey
NLC Campaign
Customer
Awareness/
Acquisition
In-Store
Email
Web
Print
Radio/ TV
Customer Opts
into Campaign
NLC Customer
Single Week
(no c omm itment is
req uired)
3 Weekly Products
are Featured
Promoted in-store, online,
CRM, social and mobile.
Curated / Promoted
Products
optional
Customer Sign-up /
Mobile App Download
Product Awareness
Customer
Promoted with airm iles
rewa rds a nd a ny in-store sale.
optional
Customer Engages with
Campaign Web Application
 Read Reviews
 Region History/ Interest
 Contest Entry
 Food Pairing
 Community Review
 Points/ Sales
 Store Loc ator / Produc t Inventory
 Tasting Stations
Customer In-Store
Engagement
Sampling / Tasting /
Purchase of Products
Engage with Produc t
Knowled ge Team.
Customer is made aware
of featured products
(no c omm itment is
req uired)
A
B
C
XYZ Store
optional
Customer Mobile
Engagement
 Va lid ate Purc hase /
Samp le
 Provide Reviews
 Read Reviews
 Food Pairing
 Community Review
 Points/ Sales
 Provide Review
Customer
Consumption
After Purchase
Consumption
Airmiles Collec tion
Campa ign Activity
optional
Customer Engages with
Campaign Web Application
 Va lid ate Purc hase / Samp le
 Provide Reviews
 Read Reviews
 Food Pairing
 Community Review
 Points/ Sales
 Provide Review
 Read Reviews
 Region History/ Interest
 Contest Entry
 Food Pairing
 Community Review
 Points/ Sales
 Store Loc ator / Produc t Inventory
 Tasting Stations

2. Nigel Hudson | nigelhudson.com February 5, 2016 2
Campaign Eco System
NLC
Properties
NLC
Mobile App
Campaign
Airmiles
Business
Intelligence
CPG Brands Merchandising, Product Placement/Promotion : In-Store & Campaign Channel
NLC
Merchandise
Airmiles Points, Procurement and Redemption
NLC Merchandising Channel, Armlies, Promotions and Campaign Participation
Web Application, Mobile Application, Product, Airmiles, Customer
Value, Customer Participation and Content, Customer Data
NLC mobile Application: Traditional Features + Campaign Features +
Customer Product Tools + Purchase Habits
A
B
C
XYZ Store
NLC Existing Properties: Website, Tasting Stations, Knowledge team
Social Channels, CRM and Email Marketing, Media Channels
Campaign ROI, Customer Behavior, Product Analytics, Store &
Employee Effectivness
Nigel Hudson | nigelhudson.com

3. Nigel Hudson | nigelhudson.com
Customer Value
Customer value is a criteria that drives campaign success. Outlined below are components that make up
the value to the customer:
Incentives
Airmiles, In-store Promotions and possible free
products
Contest & Prices
Prices through campaign context participation
Product Knowledge & Interest
Learn about products, the regions they come,
food paring and how to taste.
Social Interest & Engagement
Communicate, discuss and share with others
friends or other campaign participants
Product Tasting
Low cost of way of participating in the campaign
without the need to by every product.

4. Nigel Hudson | nigelhudson.com
Business Value
Outlined below are components that make up the value to the business
Customer Satisfaction & Loyalty
Satisfaction through adding high value and
interest in retail campaigns
Shift Customer Behavior
Shift to customer purchase behavior towards
larger basket sizes, purchase frequencies, other
products
CRM Acquisition
CRM customer acquisition for future CRM activity
and campaigns.
Additional Merchandizing Channel
Provide a Channel for CPG paid product
merchandising in program and campaigns
Mobile Application Value / Adoption
Along with tradition mobile retail functions,
campaign promotions promote adoptions
Business Data
Campaign ROI, Customer Behavior, Product
Analytics, Store & Employee Effectiveness

5. Nigel Hudson | nigelhudson.com
Mobile Application Features
Traditional Features
• Store Finder / Details
• Product Catalogue
• Social Engagement
• Ecommerce (in-store pickup)
• Loyalty (Airmiles)
• Profile/Sign up (optional)
Campaign Features
• Reusable Campaign Platform Area
• Profile/Sign up (linked)
• Social Engagement / Integration
• Campaign Products / Proof of Purchase
• Campaign Information (scan)
• Community Engagement

6. Nigel Hudson | nigelhudson.com
Possible Campaign Variations
Wine Region Tour (“Wines of the world”)
Taste Wines in popular regions of the world
Virtual Sommelier Course
Earn a certification by going on three month
Tour of wine tastings, is free but need to the wine
and attend meet ups.
Beers of Summer (“Summer Beer Refresher”)
An education of beer from around the world and
education of the types of beer
The campaign infrastructure is reusable (perhaps seasonally). Below is sample of other possible themes
for the campaign.

7. Nigel Hudson | nigelhudson.com
Getting There
Digital Implementation Planning

8. Nigel Hudson | nigelhudson.com
High Level Architecture
Example Components:
The core of the mechanics consists of a loyalty program with points(Airmiles & NLC) and
personalized offers. Campaign theming and acquisition can change and evolve around it.
A B C
XYZStore
A B C
XYZStoreA
B
C
XYZStore
Profile Management / Communications
A
B
C
XYZ Store
Web/App Delivery
Personalization
Mobile Proof - Purchase Integration
In-store
Loyalty
Points Management
Offer Management
Marketing
Campaign Management
Program Acquisition
*Technology is to be determined

9. Nigel Hudson | nigelhudson.com
High Level Roadmap
Mobile Application SiteCore powered mobile app:
 Product Catalogue
 Inventory
 Store Finder
 Tertiary website info
 Existing Special and Offers
 Notifications
 Profile System/Sign Up (optional)
A B C
XYZStore
A B C
XYZStoreA
B
C
XYZStore
ABC
NLC
Points
Website Integration
Phase One Phase Two
Loyalty Program
In-Store Integrations
A
B
C
XYZ Store
A B C
XYZStore
A B C
XYZStoreA
B
C
XYZStore
A
B
C
XYZ Store
Marketing Program
Merchandising
Data Analysis
Budget Estimates $125-150 $xxx-xxx $xxx-xxx
Customer Profile Started
 Signup
 Existing Airmails Program Marketing
CRM
 Integration
 Email Blasts
 Notifications
Data
 Application Usage
 Offer Performance
 User Profile Behavior Data
Phase Three
Site Core powered mobileapp:
 Loyalty Integration
In-Store Experiences
 Tasting Station Alignment to offers
Data
 Applications Usage
 Offer Performance
 CRM performance
Site Core powered
 Loyalty Integration
Customer Profile Started
 Signup
 Existing Airmails Program Marketing
Site Core powered
 Airmails integration into program
 CRM Integration
 BasicPersonalized Special Offers
CRM
 Integration
 Email Blasts
 Notifications
Site Core powered mobileapp:
 Further Loyalty Integration
 Product Scanning
 POS scanning for Proof-of-Purchase
In-Store Experiences
 Campaign Community Mechanics
 Campaign Enrollment
 Contents
Phase Four
Site Core powered
 Further Loyalty Integration
 Points Program
Site Core powered
 POS integration
 NLC POINTS! (NEW POINTS)
 CRM
 Personalization (offers/local) Special Offers
Data
 Application Usage
 POINTS! usage
 Offer Performance
 CRM performance
 Merchandising Performance
Awareness Campaign
 CRM
 Social
 POS Integration
NLC Loyalty Merchandising
 Buying Program
 Offer Automation
Integrated and Themed Campaigns
 Campaign Themes
 CRM
 Social
 Mobile App
 Community
 Contests
Data
 Application Usage
 POINTS! usage
 Offer Performance
 CRM performance
 Merchandising Performance
 Campaign Effectiveness
In-Store Experiences
 Tasting Station Alignment to offers
 Mobile Product Scanning
 POS Integration
In-Store Experiences
 Campaign Community Mechanics
 Campaign Enrollment
 Contents
Optimization &
Repeatable Campaigns
$xxx-xxx
Merchandising Via Airmiles
 Airmiles Integration in
 Offer Automation