BlueHornet & PacSun Present: The Rise of Omni-Channel Marketing

Hinweis der Redaktion

1. The situation: In today’s omnichannel environment, more consumers have greater access to information than ever before. Forrester Research calls these consumers the “always addressable customer,”  And they have been noting this group’s steady growth in size and impact for a couple of years now. Greater consumer connectivity increases the opportunities for retail brands to reach their target audience, but the omnichannel environment also creates an ongoing challenge: finding ways to rise above so much noise to generate demand and revenue. Two years of BlueHornet’s consumer survey data, including new results from 2013, suggest that product interest and value trump love of brand when the customer considers making a purchase. Companies that have relied on brand awareness alone to maintain pole position now need to adapt.  The challenge: Email marketing continues to be one of the most successful ways to reach and engage the connected customer across multiple channels. Companies with good brand awareness have traditionally gained some of the best results from their email programs. But as retailers recognize the need to extend their reach beyond the brand to meet the needs of today’s customer, how can they leverage email most successfully?  The case study: PacSun has a cadre of customers who are loyal to the brand, which for many represents a lifestyle they identify with personally. However, to adapt to changing customer behavior, they are using their email channel to:Create multiple ways to engage PacSun fans according to interests that span beyond the brand.Increase online and in-store revenue in a noisy omnichannel environment.Ensure the relevance of the PacSun brand with existing fans. 
2. 38% of US online adults use at least three web-connected devices, go online multiple times per day, and go online from multiple physical locations, at least one of which is on the go60% for 18-31 year oldsPercentage of US adults with smartphones doubled from 2009 to 2011. Estimated 5% increase through 2012.Jeremy: The situation: In today’s omnichannel environment, more consumers have greater access to information than ever before. Forrester Research calls these consumers the “always addressable customer,” people with at least three web-connected devices, going online multiple times a day from multiple physical locations, at least one of which is on the go.  And they have been noting this group’s steady growth in size and impact for a couple of years now.
3. Jeremy:Email marketing continues to be one of the most successful ways to reach and engage the connected customer across multiple channels. Companies with good brand awareness have traditionally gained some of the best results from their email programs. But as retailers recognize the need to extend their reach beyond the brand to meet the needs of today’s customer, how can they leverage email most successfully? BlueHornet has taken a look at what our clients successes tell us on this point, of course. But for two years now, we’ve also done something a little different and gone straight to the source and conducted consumer research via surveys and by conducting some “man on the street” type interviews. Here’s what folks tell us about mobile email.
4. Candid clip of guy who opens every email (first standalone in “why open” group)Intro slide: You want this guy’s email address.Jeremy: Here’s what they have to say about emails that they really love.
5. Jeremy: Here’s what they have to say about emails that they really love.
6. Jeremy:But your “always addressable” customers don’t love everything about your email marketing program, and they’re not afraid to tell you what bugs them most.Roll clip.So that’s really where the challenge lies in retail email marketing today. You know you need to get your message out to the always addressable consumer, but since they’re always being addressed in this omnichannel environment we live in, how do you rise above the noise to generate demand and revenue?Today we’re going to take a look at how one BlueHornet client, PacSun, is optimizing their omnichannel marketing efforts to ensure that their email programs rise above the noise. As you can imagine, this is a paramount goal for a company like PacSun, who’s target audience is exactly who we’re talking about when we talk about “always addressables.”Toss to Tim.
7. Hi my name is Tim Katz, E‐commerce Operations Director for PacSun.PacSun is a specialty apparel retailer rooted in the spirit and energy that is California.We sell lifestyle brands like Volcom, Nike, Roxy & Hurley along with newer emerging brands such as Diamond Supply Co, Neff & Young & Reckless.Our customers are 17-24, always changing, always mobile and always speak their mind.To break through the noise and always stay in touch and top of mind we employ several key strategies that i’d like to walk you through.
8. Our customers effortless cross channels and expect a seamless experience every step of the way.With each touch point we have an opportunity to wow each individual that we interact with but also acquire them in our database and learn more about them every step of the way.We can use this information to deliver them a more targeted and positive customer experience which in turn improves satisfaction and retention.
9. We give our customers an easy one stop shop for managing their preferences.Every opt-in source feeds into the Preference CenterIt supports our various brands and company initiatives while giving fans a broad choice of newslettersEasy to add and drop off subscriptions as needed
10. This spring we launched an exclusive line in collaboration with Kendall & Kylie JennerThis new and exciting partnership was perfect for our demographic which values creativity and personalityCollaborations like this are key for build building brand right buzz and The look & feel of the campaign is differentiated but integrated within the pacsun brandWe leveraged an email interest list and blasted out early access to subscribers 48 hours before the line was released to the public.The stats were amazing. Open rates were 3x greater than average and click through rates were upwards of 80%.
11. Just how big is mobile for pacsun?BIG!30% of our visitors brow on their mobile devices. That goes upwards of double on black friday.50% of email opens are coming from mobileMobile open rates are 2x higher than desktop.Our customers live and breathe on their smart phones. It’s the first thing that they check when they wake up.They research and do homework on their laptops, however their phones are where the real conversions happen.If we tell them at 9:00 PM via email that an exclusive presale starts at 1:00 AM, we see sales spike at 1:00 AM. They will start tweeting if the sale isn’t live right on time. They’re opening, reading, listening and acting in real time.
12. Tim & Jeremy tag team
13. Placholder, but something like this on the thank you page with a call to action to visit booth #407Jeremy thanks the group and reminds them to pick up the case study at our booth.