#CNX16

How Rack Room Shoes Drives Customer Loyalty with a Mobile Cross Channel Journey

Paul Voss

CRM Director

Rack Room Shoes

PVoss@obshoes.com

@PaulVoss

Corey Inouye

EVP, Digital

Digital Fusion

corey.Inouye@digitalfusion.com

@CoreyInouye

About the Companies

Rack Room Shoes

Headquartered in Charlotte, N.C.,

Rack Room Shoes is the family

footwear retailer of choice. Known as

an innovator in the shoe industry for

more than 90 years, Rack Room

Shoes offers a wide selection of

nationally recognized and private

brands of shoes for men, women and

children in comfort, dress, casual and

athletic categories.

Digital Fusion

We help brands unify their digital

marketing programs and make them

relevant to each and every consumer.

We accomplish this by fusing customer

data together and using it to create

highly personalized journeys between

a brand and its' consumers This data

centric, performance driven approach

drives increased engagement and

consistently greater ROI.

Agenda

Keys to Success

Vision and roadmap

Mobile Core to Digital Strategy

Results orientation

Questions

Why Mobile is Critical

Keys to Success at Rack Room Shoes

Vision and

Roadmap

Mobile Core to

Digital Strategy

Results

Orientation

1 2 3

#CNX16

Vision and Roadmap

#CNX16

“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.”

― Jeff Eisenberg

CEO, BuyerLegends.com

Early Challenges

Siloed data repositories

Inconsistent brand presentation across channels

Sub optimized marketing communications

Time constrained IT team

Internal digital marketing expertise

Too many manual processes

Explosive growth of loyalty program

Vision

Customer-centric

approach

Optimized digital

marketing

communications that

are relevant,

personalized and

drive measurable

ROI fueled by a

unified view of the

customer

PHASE 1:

WALK

PHASE 3:

LEAP

PHASE 2:

RUN

Personas

Mass

Segmented

Targeted

Personalized

Predictive

Intelligence

Real Time

Behavioral Triggers Convers

ion R

OI

Demographic Preference TransactionalPreference &

Transactional

Demographic

& Reference

& Transactional

Organizational Support

C Level

Bi-weekly meetings with CEO, Mark Lardie

Omni Channel team crosses many departments

Supports marketing, works with IT

IT liaison to ensure alignment with Technology team

Rack Room Shoes flat organizationally

Sr. Director of Omni Channel, Scott Baldt (reports to CEO)

Strategy

Leverage data driven digital marketing tactics to

increase revenue, drive online/offline traffic while

adding value to and enhancing the customer

experience.

Unified Customer View

eCommerceLoyalty

Email

Social

Media

Digital

Ads

In-Store

Mobile

Website

Traditional

Media

Paid Search

Marketing Cloud Solutions and Key Integrations

Current Solutions (most implemented in the last 9 months)

• E2.0 Email Marketing Platform

• Mobile Connect

• Contact Builder

• Journey Builder

• Mobile Push

Under Evaluation • MMS

• Service Cloud

Key Integrations• Current – Rack Room Shoes data mart, Aimia

loyalty, Point of Sale (Epicor/Aptos)

• Planned – eCommerce (Hybris), Service

Cloud

Vision and Roadmap – Key Takeaways

Executive support is critical

Be clear about your goals

Put the customer at the center of your strategy

Build a digital roadmap but stay flexible through execution

Choose your partners and technology solutions carefully

Maintain perspective – very few mid-market players have it all together

#CNX16

Mobile Core to Digital

Strategy

Mobile at Core of Customer Loyalty and Digital

2011 - 2013 2014 2015 2016 2017 2018 2019

Current Program

Capability/Scope

Capability Under

Evaluation

PHASE 1

2016 - Q1 2016 - Q12015 – Q4

SMS

Responsive Rewards

Website

Responsive Email Templates

Mobile App / Mobile Push Messaging

Responsive eCommerce / Rewards Website

Automations, Journeys and Interations

MMS Messaging

Service Cloud

Hybris Integration

Mobile Usage – Rack Room Shoes and Off Broadway Shoes Customers

56.57%32.21%

11.22%

Mobile Desktop Tablet

April 2015

66.73%

24.77%

8.50%

Mobile Desktop Tablet

April 2016

SMS / MMS

SMS

Promotional SMS messages with

coupon codes and eCommerce

links

• Weekly SMS messages

• Flash sales

MMS

Evaluating for high frequency /

high value customers to increase

engagement

Brand considerations

Rewards

Responsive website

SMS

• Near threshold, 60/30/15 day rewards

expiration, birthday

• In-store rewards sign-up flow

Email

• Near threshold, 60/30/15 day rewards

expiration, birthday

Promotional Email

Responsive

Personalized

Dynamic content

eCommerce

Hybris backend

Website Tools

• Monetate

• Google analytics

• Foresee

• Social sign-on –

evaluating

The Athletic Shop

Journeys / Automations / Integrations

Integrations and Automations

• Data mart imports

• Loyalty platform imports

Journeys

• Rewards – Email

• Flash sale

Mobile Application / Mobile Push Messaging

Rack Room Shoes mobile

app launch date

• June 2016

Feature set

• Rewards focused

• Rewards barometer

• Full purchase history

• Integrated Journeys

• Full locations map visibility

• Notifications via mobile

push messaging

Mobile Core – Key Takeaways

Be open to new channels and evaluate them early

It’s not the technology but the application of the technology that

drives results

Build your customer profile incrementally

This is complicated, plan for delays and troubleshooting and

test, test, test

Add value for the customer… always

#CNX16

Results Orientation

Benchmarking and Measurement

Laying foundation for effective tracking in 2017

End to end conversion mapping – identify and fix gaps from all channels

• Rewards sign up

• Promotional email sign up

• SMS sign up

• App download

Early positive indicators on SMS rewards sign up

SMS Rewards Sign Ups Program Overview

Goal

Counter flat, in-store loyalty sign-ups by enabling

customers to sign-up for our loyalty program with

their mobile #

Customer Benefits

Reduces barrier of entry as Email address is no

longer required at Point of Sale

Convenient – customers can sign-up while in line

100% SMS driven – not smart phone dependent

Brand Benefits

Relieves pressure on sales associates to drive all

in-store sign-ups at POS

Expands reach of program while incrementally

adding data over time

Accurate data

Early Program Results

Two Test Regions

Oregon

• 9% increase in loyalty transactions

Colorado

• 46% increase in loyalty transactions

March reflected first increase in YOY

enrollments since program launch

Company Wide rollout

May 2nd 2016

Challenges

Automated Reports not sent or missing data

Email Journeys randomly not firing

Creating control groups for Journeys

Limitations with validating target population via Test Mode

Processing time for Journeys

Multi-channel Journeys

Recap Slide

Digital Vision and

Roadmap

Leverage All

Facets of Mobile

Results

Orientation

1 2 3

#CNX16

Questions?

#CNX16

Thank You

Paul Voss

CRM Director

Rack Room ShoesPVoss@obshoes.com

@PaulVoss

Corey Inouye

EVP, Digital

Digital Fusioncorey.Inouye@digitalfusion.com

@CoreyInouye

Take the after-session survey!

Take the Survey in the

Connections 2016

Mobile App

Join the

conversation!

#CNX16

Join Us For Dreamforce 2016October 4-7, 2016 | San Francisco, CA