The Shared Value Of Data:

Omnichannel Marketing

20-09-2017

2Omnichannel retailing

• 7 flagship stores, 100.000+ M2 shopping space, 25 mln visitors

• Online platform in NL & BE, 55 mln visitors

3

It’s our ambition to be the most

inspiring, surprising & creative

department store

4

To create the ultimate

personalized omnichannel

shopping experience for our

customers

Our goal..

5Channels strengthen

6How marketing often is setup

ModelsEmail data Email

ModelsDisplay data Display

ModelsRetargeting

data

Retargeting

WebsiteWebsite data Models

7Problem

8Focus on the customer

Customer data

Transaction history

Channels

Onsite data

Merken

Stijlen

Werelden

Newsletter

SEA

Facebook

Banners

9Get into the journey

Passive looking

Active looking

Radio

Abri / tv

Display

Newsletter

Sea Seo

Affiliate

Retargeting

Trigger mail

App push Trigger ad

Active looking Deciding Consuming

10Architecture

Models /

Selections

Storage

Email

Email

OMS/ERP

Snowplow

Analytics

DMP DMP

Kinesis

SiteSite

11Get into the journey

Use data from the previous journey

Passive looking

Radio

Abri / tv

Display

Newsletter

Sea Seo

Affiliate

Retargeting

Trigger mail

App push Trigger ad

Active looking Deciding Consuming

Passive and Active looking

13Email the jeans you (might) like

Filippa K

dress

14Find information from attributes

User

Acne

Studios Barbour Barts Chantelle

Cheap

Monday Diesel Esprit Essenza

French

Connection

XYZ123 0 1 0 1 0 1 0 0 0

KADS546 0 0 1 0 1 0 0 1 1

ESD112 1 1 0 1 0 0 0 0 0

Segment 1 / Style A Segment 2 / Style B

Barbour Barts

Chantelle Cheap Monday

Diesel Essenza

Acne Studios French Connection Style A

15Use this in newletters

Matching stylesegment increases conversion

Matching discount sensitivity increases conversion (5x higher)

Style A

Style A Style B

16Complex?

Models /

Selections

Storage

Email

Email

Snowplow

Analytics

17

Fashionstyle

Discount

Etc.

Automate selections

Fashionstyle

Discount sensitivity

Browsing behavior

Email behavior

Style A

18Email is not isolated!

Style A

19Simple setup

Models /

Selections

Storage

Email

Email

Snowplow

Analytics

SiteSite

20Simple setup

Models /

Selections

Storage

Email

Email

Snowplow

Analytics

Kinesis

SiteSite

21The next phase

More data available!

Passive looking

Radio

Abri / tv

Display

Newsletter

Sea Seo

Affiliate

Retargeting

Trigger mail

App push Trigger ad

Active looking Deciding Consuming

Deciding and Consuming

23Abandon basket

24Abandon browse

25What if people ROPO?

26Offline data

27Just add the offline orders

Models /

Selections

Storage

Email

Email

Snowplow

Analytics

Kinesis

SiteSite

OMS/ERP

28Combine the channels

EmailAdd ads

29New possibilities for retargeting

Retarget this?

Is there a desire for:

Dresses (2 items)

The brand Moscow (3 items)

New collections (4 items)Style A

New collections

30Just add a DMP

Models /

Selections

Storage

Email

Email

Snowplow

Analytics

Kinesis

SiteSite

OMS/ERP

DMP DMP

This is just beginning….

32More channels!

Passive looking

Active looking

Radio

Abri / tv

Display

Newsletter

Sea Seo

Affiliate

Retargeting

Trigger mail

App push Trigger ad

Active looking Deciding Consuming

33The best journey for you (and us)

34No!

ModelsEmail data Email

ModelsDisplay data Display

ModelsRetargeting

data

Retargeting

WebsiteWebsite data Models

35Combine and extend

Models /

Selections

Storage

Email

Email

OMS/ERP

Snowplow

Analytics

DMP DMP

Kinesis

SiteSite

36Focus on the customer, not the channel!

37

Werkenbijdebijenkorf.nl

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