Monique Trulson, Dover Saddlery There’s no denying that we now live in an omnichannel world – and that organizations across industries are grappling with how to provide a consistent customer experience across channels. Connecting data across touch points, both online and offline, is not an easy feat - but is the key to delivering the highly relevant, personalized interactions that result in conversions. In this session, Monique Trulson, Director of E-Commerce at Dover Saddlery, shares her deep experience in marrying online data with previously siloed offline data to build a unified customer view, and leveraging that unified view to transform customer engagement.

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Delivering Better Online
Customer Experiences with
Offline Data
Monique Trulson, Dover Saddlery

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Monique Trulson
Director of Ecommerce

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Dover Saddlery
Dover Saddlery, Inc. is a leading multichannel retailer of equestrian products in the United States. Founded in
1975 in Wellesley, Massachusetts, by United States Equestrian team members, Dover Saddlery has grown to
become The Source® for equestrian products. Dover offers a broad and distinctive selection of competitively
priced, brand-name products for horse and rider through catalogs, the Internet and company-owned retail
stores. We serve the English rider through Dover Saddlery and Dressage Extensions, and the Western rider
through Smith Brothers.
32 stores across all three brands 57% retail, 43% direct (32% internet, 11% call center)

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Current landscape at Dover
Retail – started with 1 store in 1975, currently 30 stores nationwide with plans to expand with 5 – 7 new stores annually.
Also one Smith Brothers store in TX, and one Dressage Extensions store in CA
Catalog – multiple mailings throughout the year made up of annual catalogs and sale catalogs for all three brands
Web – three sites with the combined annual number of visits over 10 million, supported by multiple online marketing
channels
Data from all channels is aggregated in our Marketing Database, and used throughout the businesses

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Dover and Tealium
Partners since 2012
• Initial implementation mainly aimed at tag
management and website performance
improvements
• Added AudienceStream in 2014
• Initial focus was utilizing the data for
triggered emails
• DataAccess for S3 in Q4 2015
• Download of TiQ data into Marketing
Database for offline use
• Onboarding of second brand site to TiQ and
AudienceStream in early 2015
• Added DataAccess for Redshift in mid 2015
• Upload of retail/call center data into Tealium
for online use

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“Data onboarding is the process of transferring
offline data to an online environment for marketing
needs. Data onboarding is mainly used to connect
offline customer records with online users by
matching identifying information gathered from
offline datasets to retrieve the same customers in
an online audience.”
Wikipedia

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“Marketers must look at their data assets
holistically to understand their customer journey
and how they can leverage onboarding to truly
bridge offline and online touch points.
In doing so, brands will be one step closer to
real-time, people-based marketing.”
Mike Sands, “Much Ado About Data Onboarding: A Key to Real-Time, People-Based Marketing”

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A 2 0 1 4 I N F O S Y S S U R V E Y R E P O R T E D T H AT 7 8 % O F
C O N S U M E R S S A I D T H E Y ’ D B E M O R E L I K E LY T O
P U R C H A S E F R O M A R E TA I L E R A G A I N I F T H E Y P R O V I D E D
O F F E R S TA R G E T E D T O T H E I R I N T E R E S T S , WA N T S O R
N E E D S . A M A J O R I T Y O F C U S T O M E R S ( 8 6 % ) S A I D T H E Y ’ D
B E W I L L I N G T O PAY U P T O 2 5 % M O R E F O R A B E T T E R
E X P E R I E N C E . I N A 2 0 1 2 A C C E N T U R E S T U D Y, 6 4 % O F
R E S P O N D E N T S S A I D I T I S M O R E I M P O R TA N T T H AT
C O M PA N I E S P R O V I D E R E L E VA N T O F F E R S , A S O P P O S E D
T O 3 6 % W H O S A I D C O M PA N I E S S H O U L D S T O P T R A C K I N G
T H E I R O N L I N E A C T I V I T Y.
Trips Reddy, “13 RETAIL COMPANIES USING DATA TO REVOLUTIONIZE ONLINE & OFFLINE SHOPPING EXPERIENCES”

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OVERALL TRENDS
Omni-channel brands are growing fastest – interest once again in
retail
Integrating marketing, contact strategy development and attribution
are where brands and service companies are focused
More personalization and triggered marketing programs
“Considerations for Your Direct Marketing Strategy Today”, Belardi-Ostroy

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A NEW WAY TO THINK ABOUT YOUR HOUSEFILE
RFM + P + P + S + C + E + S + L + S + L + C
Recency
Frequency
Monetary
Product Purchase
Promo History
Source
Channel
Engagement (Web + Email)
Social
Loyalty Programs
Store Area
Lifestage (new mover, new mom, new horse owner, etc)
Content
“Considerations for Your Direct Marketing Strategy Today”, Belardi-Ostroy

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DATA WE COLLECT
ONLINE
Addresses
Email
Mailing
Order Data
Category Affinity
Discipline
Brand Affinity
Products purchased
Social Media interactions
Loyalty/Fan status
Riding Preference
Number of Horses owned
Entrance Channel
Store Location/Radius
Wishlist user
Dover Visa holder
New or returning visitor
Search or navigation user
Look Book user
Mobile/Tablet/Desktop visitor
Promotion used
etc
OFFLINE
Age
Zip code
Customer Status
Last Activity
AOV
Number of orders
Recency of purchase across channels
Last activity across channels
First Purchase Date
Last Mailed Catalog
Store Location/Radius
Channels used to purchase
Retail
Web
Phone
Associations/affiliations
Riding Preference
Riding Frequency
Number of horses owned
Promotion history
etc

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Our challenge…
Elevate brand presentation online
Build customer loyalty
Increase conversion and revenue
“I took a friend to the Tent Sale for her first visit. She
loved the experience. We drove over 800 miles round
trip just for the tent sale occurring.”
“They had a large selection and various
brands. All around an amazing place to
purchase riding equipment. The ONLY
place I shop for horse items.”
“Amazing customer service and selections! I'm there weekly and will never go anywhere else!!”

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A design based on data, focused on brand
Personalized, relevant, fresh
Our solution…

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Homepage Carousel
Replace existing static, sale oriented banners with
rotating three banner carousel
• Large, visually appealing images
• Personalize using riding preference, brand
affinity, category affinity
• Include latest email offer
Test results
• In an A/B split test, these new assets improved
Revenue Per Visitor (RPV) by 5.2%, and
conversion rate by 4.8%

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Services ad
Highlight additional services or tools offered by
Dover to our customers
• 100% Satisfaction Guarantee – default banner
for new visitors
• Dover Visa – push for application if they don’t
have one, remind them of the benefits of using
it if they do
• Gift Cards – show around the same time the
customer purchased the previous year
• Wishlist – highlight the tool if they don’t have
one, remind them to “treat themselves” if they
do
Test results
• Tested with Homepage Carousel

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Top categories
Highlight the visitor’s top 4 favorite categories
• High end mood shots that will highlight our
product selection for the categories most
shopped/purchased from
• Quicker TTI (time to information) for the
categories the visitors shop most
Test results
• A/B test showed that those that saw their
favorite categories on the home page had a 4%
increase in RPV and a 5% higher Average
Order Value (AOV) than those who did not see
the content.

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What’s Next?
Building on the success
 Product highlights
 Geotargeting
 Brand affinity
 Social interaction
 Trending products
Additional home page improvements
 Integrate the attributes and audiences
created in AudienceStream into our
catalog and other direct mailings
Deeper integration in offline
marketing
Expanding the concept
 Implement personalized assets throughout
the website
 Replace marketing emails with fully
automated targeted campaigns based on
customer data
 Integrate data throughout additional
marketing channels
 Highlight offline activities online

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Summary/ Key Takeaways
Make your marketing meaningful to your customers
 Capture every data point you can
 Marry all your data, no matter the source, to provide a better experience in ALL
channels and on all devices
 Use ALL your tools, including your Tealium team
 TEST!
Your customers are telling you what they are interested in, want or need

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AUDIENCE Q&A

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Thank You
mtrulson@doversaddlery.com
PSOmom

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