Jan Mauldin

OFF BROADWAY SHOE WAREHOUSE

MARKETING

Good is the enemy of

great- Jim Collins

“”

Fire Bullets, Then Cannonballs

of total marketing budget in 2014 was allocated to customer facing initiatives

33%

.4COMP SALES DOWN

%7.3

TRAFFIC DOWN

%LOYALTY MEMBERS

1,499,483

BRAND BOOK

2015

REGIONAL PROGRAMS

3.5TRAFFIC DOWN

%

END OF YEAR

2015

2.4COMP SALES UP

%LOYALTY MEMBERS

2,483,408

2016 MARKETING

630,000

1,400,0001,500,000

2,500,000

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

2015 2016Regional Digital

MARKETING SPEND 60% of total marketing budget going to customer facing communication vs 33% previously

$2,130,000 total spend $3,900,000 total spend

includes grand openings includes grand openings

REGIONAL PROGRAMS

29%

2016 OB SOCIAL

POSITIVE GROWTH

Social contests on Facebook, Instagram and Pinterest contribute to follower growth

2016 will leverage power of social to increase follower base, reach more consumers and

increase referral traffic to ecomm site

of shoppers use social media when making purchase decisions

Jan 2015 Jan 2016

135,930 163,050

5,507 5,263

2,900 5,039

2,895 4,815

56 72

52 115

FOLLOWERS/FANS

LOCAL LISTINGS MANAGEMENTFocus for 2016Leveraging an industry leader to correct listings

- Platform will manage duplicate listings, check accuracy and consistency of each location across hundreds of directory sites

Currently, process to identify incorrect/duplicate/closed listings is manualOngoing process

2016

3.3 BILLION

loyalty program memberships are in the US,

an average of 29 per household

STATE OF LOYALTY

58% of total memberships inloyalty programs, don’t

actively participate in those memberships

87% of consumers want a

customer loyalty program

66% of retailers lack the data

or skills to create personalized experiences

WHAT HAVE WE DONE?

SMS information

RewardsPurchase dates

ProspectsCoupons

2014

Customer

Rewards

Favorite stores

Coupons

Points

Purchase dates

Top brands

SMS information

Prospects

Email information

Demographics2015

OUR TOP CUSTOMERS

65%ARE MARRIED

5PURCHASES

IN THE LAST MONTH

69%HAVE ONE OR MORE

CHILDREN

65%HAVE INCOME LESS

THAN $50K

39-59YEARS OLD

HAVE SHOPPED IN THE LAST

128 DAYS

Projecting over 200 million emails in 2016

Average customer will receive 163 per year

Over 3 per week

Customers are staying active in the program, even those who enrolled early

2013 – Enrolled 525k36% Active in last 12 months

2014 – Enrolled 974k29% Active in last 12 months

2015, over 1.2 MM Loyalty Customers shopped Off Broadway Shoe Warehouse

Customers redeemed over 170k rewards, 98% were redeemed in store

2016 USER EXPERIENCE (UX) ROAD MAP

Mobile # Enrollment for Loyalty (March 17th Pilot)

Mobile App Rewards-Focused (2nd Quarter)

Store Inventory Look up UX Re-design (3rd Quarter)

Additional Fulfillment options –Connect customers to inventory from any channel(4th Quarter)

TEXT ENROLLMENT

Text Join to 69979 Customer replies to text with Email Address, Zip Code,

and Name

Customer receives Welcome Email and is enrolled in Rewards Program

Customer enrolls at point of sale for Rewards. Email address is not required,

but Mobile # is collected.Customer receives welcome text, and

prompts for Email Address to complete enrollment.

Customer can reply directly to text with their email address

TEXT ENROLLMENT1. Take out your phone and text ichoosegr8 to 699792. Reply to the text with your email address3. Check your email