Barbara Canning Brown Toys R Us senior managment presentation -- CRM VISION
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Transcript of Barbara Canning Brown Toys R Us senior managment presentation -- CRM VISION
11
APPROACH TO CRMCRM VISION
CRM Strategy Planning Meeting
February 2008
Prepared by:Barbara Canning Brown
2
CHARLES APPROACH TO CRM
ACCOUNTABILITYSuccess MetricsForecast/Bus CaseReporting ResultsOptimization
PROGRAM FRAMEWORKProgram frameworkMessaging ArchitectureAcq / RM / Media PlanContact/RM PlanWeb ExperienceCreative Execution
DATA STRATEGYData CaptureSurvey QuestionsProfilingGolden QuestionsDecisioning/TriggersAnalytics design
INSIGHTS & PLANNINGGoals / RequirementsInsights - Brand/TargetCommunications StrategyConceptual Creative
DATA OPPSBusiness RulesDatabase ArchitectureDB Vendor IntegrationDB Vendor StewardshipCall Center
TECHNOLOGY Siebel, Email Dashboard, Campaign Management, Reporting
3
CRM VISION
One To Many One To Select Groups One To One
Opt-InBroad targetingMass advertisingProduct/promotion driven
PersonalizedSegmented targetingCustomized communicationsCategory/product usage driven
CRM - individualizedIndividual targetingPersonalized communicationsand experiencesBehavior/value driven
4
PROGRESSIVE DATA STRATEGY
Preference
Data
OfferRecord Content
Newsletter
Opt-In
AccountSet-Up
LastName
ChildOr HH Size
PostalAddress
FirstName
Zip Code
EmailAddress
Opt-In/Opt-Out
Password
Content(Newsletter)
Selection
Trigger Streams, Offers& Pathways
CustomerBehaviors
Customer Segment
Copy/OfferPathways
Segments
Shopping Occasions
ShoppingOccasion
Tools Investment
Customer ROI
Measure
Purchase T ransactio ns
Profile Segmentation & Behavior Value
GROUNDED IN RFM BUT BUILT THROUGH LIFECYCLE
6
AND ENHANCED THROUGH DEMOGRAPHICS
Brenda &Brendan
Isabelle& Ian
Brand Inspirationals Intelligent Buyers
“Save me so much money I won’t be able to stay away”
“Help me trade down and trade
up”
Penny
Price/Value
“Help me make it to my
next paycheck”
Survey 1: Segmentation(Golden questions that will help us identify your segments)1. Freq of shop2. Who shopping for at TRU3. Degree enjoy / dislike shopping TRU4. Indicates what smart means to them5. Categories shopped/not shopped
Survey 2: Shopping Occasion• Series of shopping occasion questions
Survey 3: Segmentation• Re-Qualification
Seasonal Poll• Question feeds relevant editorial and promotion
7
BY BUILDING INDIVIDUAL PROFILES
Opt-In & Account Setup
BrendaOpt-in11554 (East Meadow, New York)Chose bi-weekly communications
Account Profile & Preferences
ApparelBabyToysChildren
Site InteractionBehaviors
Online gift registry Online birthday club
Segment
Brand AspirationalShops 43 times a years
Shops for family
Shops BRU and specialty stores
Identified as “helps me trade down and trade up”
Shopped Toys, apparel, but not electronics.
Category DNS Shopped food, apparel, but not electronics
Shopping Occasion
Growing out of clothesSpecial occasionSpecial item missionShops weekends
Customer Value Medium value, high potential.
8
BASED IN ECONOMICALLY VIABLE SEGMENTS
Completeprofile
Opt-in
Maintain spending
Keep profile up to date
Increase cross-category spending
Make onetransaction
DEEPERCUSTOMERINFORMATION
INDIVIDUALBEHAVIORCHANGE
Segmentation = Profitable management of individual relationships
?
9
AND WHILE PROGRAMS ARE ABOUT FILLING NEEDS
Needs
Price / ValueSave me so much I won’t
be able to stay away.Help me trade down
to trade up.Help me make it from
paycheck to paycheck.
ShoppingHelp me make
smarter choices.Give me smart brand choices.
Give me everyday value and a good shopping experience.
Living Make my lifestyle less wasteful. Make my life richer and easier. Bring my family together.
Brand Aspirational Price/Value ShopperPrice-Sensitive Affluents
10
ENGAGEMENT IS REQUIRED TO BUILD LONG TERM VALUE
A dynamic customer grooming program that deepens customer relationships via more targeted and relevant cross-category presentation. The program . . .
Facilitates discovery of new categories and helps them find the brands they like
Optimizes the time they spend shopping online and in-store
Helps transform the personal standards
The result is that shopping at Toys R US makes the brand synonymous with shopping smart and living better.
11
AND A FAIR EXCHANGE OF VALUE IS NOT NEGOTIABLE
Toys R US Consumer
Emotional resonance Inspiration
Cross-category shopping Navigation
Engagement Relevant Education & Support
12
PROGRAM COMPONENTS
Shop Smarter
Live Better
Category-Focused Featured Brands Product Promotions
Lifestage EventsAdvanced Notice
Of ProductAvailability
Promotion of NewIn-Store AmenitiesE
QU
ITY
PR
OM
OT
ION
TransformLiving Standards
13
ILLUSTRATIVE EXAMPLES
Shop Smarter
Live Better
Children’s Fashion WeekBaby Care Classes
Coalition Strategy Expand GBC
On-site Baby Advice
In-store Moving Checklist
Spring Cleaning Day
Memorial Day Tailgate
Preview Nights
Inventory News
Product Launches
Designated Parking
Extended Hours
Complimentary Snacks
EQ
UIT
YP
RO
MO
TIO
N
Trade-Up Program
Charity Donations
14
ILLUSTRATIVE TACTICS
Shop Smarter
Live Better
Electronic Shopping GuidesAn evolution of the weekly circular. Modeled on electronic programming guides.Versioned geographically to tell you what’s going on in your store, aisle by aisle.
Richer profile data helps highlight the aisles you enjoy most, as well as smart cross-aisle visits.
eMerchandise CirclesA new twist on group purchasing. Third-party content & user-generated content tools integrated
into online catalogues, surrounding merchandise to connecting consumers and drive purchases.E
QU
ITY
PR
OM
OT
ION
Dynamic Planning & Shopping Tools
15
INDIVIDUAL PROFILES
Opt-In & Account Setup
BrendaOpt-in11554 (East Meadow, New York)Chose bi-weekly communications
Account Profile & Preferences
ApparelBabyToysChildren
Site InteractionBehaviors
Online gift registry Online birthday club
Segment
Brand AspirationalShops 43 times a years
Shops for family
Shops BRU and specialty stores
Identified as “helps me trade down and trade up”
Shopped Toys, apparel, but not electronics.
Category DNS Shopped food, apparel, but not electronics
Shopping Occasion
Growing out of clothesSpecial occasionSpecial item missionShops weekends
Customer Value Medium value, high potential.
16
Q: If your child is going off to school this fall…please tell us how you’re feeling about it (rank in order of importance)
(a) a bit anxious about doing/getting things right(b) confident and optimistic for my child(c) shopping for BTS is a chore(d) heading BTS is another annual milestone to celebrate (e) anxious about the cost and expense
EXPERIENCE COMMUNICATIONS“Equity” Email (Monthly) “Promotional” Email (Wkly-Bi-Wkly)
THEME: FALL
ElectronicsBack-To-School
Jul/Aug 2008 Oct 2008BI-WEEKLY PROMOBrenda
Shops for family1 Child 11 yrsDNS: ElectronicShops Weekends
17
TRANSFERS FROM STREAM TO STREAM% conversion from one stream to the
next
SUCCESS METRICS
Opt-insConversion Rate Opt-outs
% of total registrantsOffer Response, e.g.Coupons printed,
redeemedEmail Response – open, click, unsubscribeNewsletter InteractionsConversion of non-customers to customers –
offer redemption and re-qualificationCross-sell/Upsell response among customersPurchasesRetention Rate - % 12-month active opt-ins
Program Site InteractionsWish List completesRegistry set upsDownloadsSharingetc.
Return Visits# of Log Ins
RECRUITMENT RELATIONSHIP MANAGEMENT
WEBSITE ENGAGEMENT
DISCUSSION