how crm and loyalty are driving a cross-channel marketing makeover at sally beauty
TRANSCRIPT
![Page 1: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/1.jpg)
![Page 2: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/2.jpg)
HOW CRM AND LOYALTY
are Driving a Cross-channel Marketing Makeover at Sally Beauty
![Page 3: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/3.jpg)
WHY CRM FOR SALLY BEAUTY?
![Page 4: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/4.jpg)
COST TO ACQUIRE A NEW
CUSTOMER COST TO KEEP AN EXISTING CUSTOMER
Source: White House Office of Consumer Affairs
ATTRACTING NEW
CUSTOMERS WILL
COST YOUR COMPANY
THAN KEEPING AN
EXISTING CUSTOMER
6-7X MORE
![Page 5: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/5.jpg)
BUSINESS CHALLENGES NO
MARKETING ROI
STAGNANT TRAFFIC GROWTH
LOYALTY PROGRAM LOST
CUSTOMERS PER MONTH
500K
![Page 6: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/6.jpg)
THE MAKEOVER JOURNEY
![Page 7: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/7.jpg)
![Page 8: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/8.jpg)
OUR 5 CRM #BEAUTYSECRE TS
![Page 9: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/9.jpg)
1. Get comfortable having tough conversations
with leadership.
THE #BEAUTYSECRE TS
2. Obsess over measurement.
3. Start with the most important customer behaviors.
4. Design your loyalty program to enable CRM.
5. Plan for change throughout your journey.
![Page 10: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/10.jpg)
#BEAUTYSECRE T 1 Get comfortable having tough
conversations with leadership.
![Page 11: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/11.jpg)
#BEAUTYSECRE T 1 1. Get comfortable having tough conversations with leadership.
Data Everywhere
![Page 12: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/12.jpg)
Severe Resource Constraints
#BEAUTYSECRE T 1 1. Get comfortable having tough conversations with leadership.
PAST
![Page 13: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/13.jpg)
PRESENT
LOYALTY ANALYTICS CRM
#BEAUTYSECRE T 1 1. Get comfortable having tough conversations with leadership.
![Page 14: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/14.jpg)
#BEAUTYSECRE T 1 1. Get comfortable having tough conversations with leadership.
No clear path to success
![Page 15: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/15.jpg)
#BEAUTYSECRE T 2 Obsess over measurement.
![Page 16: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/16.jpg)
#BEAUTYSECRE T 2 1. Obsess over measurement.
TREATMENT
CONTROL
Antiquated media attribution
![Page 17: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/17.jpg)
#BEAUTYSECRE T 2 1. Obsess over measurement.
Resistance to shifting media spend
FROM TO
38 %
INCREASE IN INCREMENTAL
SALES
DIRECT MAIL
DIRECT MAIL
SPEND ALLOCATION BY MEDIA CHANNEL
![Page 18: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/18.jpg)
#BEAUTYSECRE T 3 Start with the most important
customer behaviors.
![Page 19: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/19.jpg)
#BEAUTYSECRE T 3 1. Start with the most important customer behaviors.
NO CRM visibility to customer level transactions
![Page 20: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/20.jpg)
#BEAUTYSECRE T 3 1. Start with the most important customer behaviors.
Source: Epsilon
19 1 %
AUTOMATED EMAILS GET
HIGHER CLICK RATES THAN BROADCAST
EMAILS
Identify where to focus and invest resources
![Page 21: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/21.jpg)
#BEAUTYSECRE T 3 1. Start with the most important customer behaviors.
Identify where to focus and invest resources
HAIR COLOR
HAIR CARE
STYLING TOOLS
PURCHASES BY CATEGORY
![Page 22: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/22.jpg)
#BEAUTYSECRE T 4 Design loyalty program
to enable CRM.
![Page 23: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/23.jpg)
#BEAUTYSECRE T 4 1. Design loyalty program to enable CRM.
Program primarily designed for discounting
![Page 24: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/24.jpg)
#BEAUTYSECRE T 4 1. Design loyalty program to enable CRM.
50 %
EMAIL COLLECTION
RATE
30 %
ENROLLMENT GAP
44 %
ATTRITION RATE
![Page 25: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/25.jpg)
#BEAUTYSECRE T 5 Plan for change throughout
the journey.
![Page 26: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/26.jpg)
#BEAUTYSECRE T 5 1. Plan for change throughout the journey.
Team Structure
![Page 27: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/27.jpg)
#BEAUTYSECRE T 5 1. Plan for change throughout the journey.
Best in Class Technology
![Page 28: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/28.jpg)
#BEAUTYSECRE T 5 1. Plan for change throughout the journey.
Source Best in Class Partners
![Page 29: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/29.jpg)
#BEAUTYSECRE T 5 1. Plan for change throughout the journey.
Flexible Budgets $
![Page 30: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/30.jpg)
1. Get comfortable having tough conversations
with leadership.
THE #BEAUTYSECRE TS
2. Obsess over measurement.
3. Start with the most important customer behaviors.
4. Design your loyalty program to enable CRM.
5. Plan for change throughout your journey.
![Page 31: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/31.jpg)
#BEAUTYSECRE T 6 Embrace your #BeautyFail.
![Page 32: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/32.jpg)
#BEAUTYFAIL 1. The initial data model infrastructure was imperfect.
You can have the Best in Class everything but if you don’t have an accurate infrastructure setup (i.e.: no unique customer IDs, no ongoing customer hygiene, disparate data sources),
it all falls apar t.
IMPACT
New Data Mart: $500,000 +
Contractor Resources: $200,000 +
3 months added to timeline +
Updated processes across all partners =
Millions of dollars lost in productivity
![Page 33: How CRM and Loyalty are Driving a Cross-Channel Marketing Makeover at Sally Beauty](https://reader031.vdocument.in/reader031/viewer/2022022415/58eca8051a28ab19548b46a1/html5/thumbnails/33.jpg)
#BEAUTYFAIL 1. The initial data model infrastructure was imperfect.
Fall For ward.