ENGAGE WITH SIMPLE DATA Abdul Dezkam Global CRM Manager ECCO Sko A/S

WILL A LOYALTY PROGRAM DRIVE LOYALTY?

NO

 Global family owned company founded in 1963 in Bredebro, Denmark. 19.500+ employees today.

Our Shoes, bags and leather goods are sold in 88 countries at 3000+ ECCO stores and shop-in-shops, and at 14.000+ sales points around the world. +20.000.000 pairs of shoes sold in 2014.

 ECCO owns and operates the entire shoemaking process – “from Cow to Shoe”.

 Each pair of ECCO shoes are touched by 210 pairs of hands before reaching to the customer.

 More than 350.000.000 pairs of ECCO shoes have walked the streets since 1963.

Fast facts ECCO SKO A/S

CUSTOMER DEMANDS

 The speed of change - how customers engage with brands

•  Drifting across multiple touch points – offline and online

•  Changing opinions fast – we are all living in “Tinder”-universe (competitor is one swipe away)

•  Demanding high (1:1) relevancy – not just content but timing and context (Expect to know the intention; browse, buy, review?)

•  Expecting seamless omni/multi-channel experience (Product: 100 € online, but 120 € in store?)

THE EMPOWERED CUSTOMER

IS UNDERSTANDING CUSTOMER (LOYALTY) IMPORTANT?

“A 5% increase in customer retention can generate 25% - 125%

increase in business profits” (1)

“Repeat customers spend 33% more

than new customers” (2)

“Companies that prioritize The customer experience generate

50% higher profits than their competitors” (3)

“89% marketing bosses predicted that customer experience would be their primary basis for

competitive differentiation by 2017” (4)

YOUR BEST CUSTOMER IS POTENTIALLY YOUR COMPETITOR’S BEST CUSTOMER

BUSINESS AMBITIONS

The typical loyalty eco-system BUSINESS AMBITIONS

Customer insights

1:1 personalized marketing

Customer loyalty

Satisfy loyal customers

Get even more loyal customers

Categorize in tiers adv. algorithm

REWARD YOU ARE

AWESOME!!

Badge the best Re-purchase = +business results

Customer Journey

Exclusive offers enhanced

service

CHALLENGES

Building 1:1 personalized customer journeys CHALLENGES

Requires dedicated resources and organization

Lack of insight utilization and segmentation

Lack of automated processes

Lack of relevant content

SOLUTIONS

Understand your customers context – deliver outcome not just product HOW DO YOU DELIVER CUSTOMER EXPERIENCE?

You are selling Your customer is buying

KODAK films Storage of memories

Air conditioning units The right temperature

Taxi-service Get from A to B

Renting dvd/vhs movies Watch a movie and be entertained

Toothbrush Healthy mouth and white teeth

Haircuts Look great, younger, more professional or easy-to-setup

ECCO YURA Comfortable walking/hiking in mixed weather

ECCO HELSINKI Look professional at work

What are you selling? What is the outcome your customer is buying?

 - Birthday present for family/friend/myself

 - New job, I need formal shoes

 - New school, I need new cool shoes

 - My feet hurts when I walk long distance , I need comfortable shoes

 - I started at gym, I need comfortable and light shoes for running

 - New season, I need to look trendy and follow the newest fashion

 - I bought new clothes, I need to find a matching pair of shoes

 - Winter season is coming and my kids needs winter boots

 - I need nice sandals for my holiday vacation in Barcelona next week

 - Should I buy a pair of nice high heels for my girlfriend?

 EVERY MOMENT IS A DOOR OPEN FOR YOUR BUSINESS TO CONVINCE THE CUSTOMER TO CHOOSE YOU FROM OTHER BRANDS

DISCOVER THE MICRO-MOMENTS

-  Discover and (re)use Rich Content from your websites, SoMe, Production etc.

-  Connect and structure your Customer Data (profile and transactions is a start)

-  Feed above to your Marketing Automation or CEM Platform and define your Business Rules to deliver relevant journeys.

DO WHAT IS POSSIBLE TODAY

Requires dedicated resources and organization

Lack of insight utilization and segmentation

Lack of automated processes

Lack of relevant content

SIMPLIFY CONCEPT

Marketing Automation, Retention Strategy and Customer Journeys

(Engine)

Customer Data and Rich Content

(Fuel)

Strong and relevant journey driving customer to point of sale

(Driver)

DATA

INSIGHTS

ACTION Abdul Dezkam abd@ecco.com

CONNECTED DATA TO UNDERSTAND THE WHOLE JOURNEY

Abdul Dezkam abd@ecco.com

PLAN YOUR ENGAGEMENT

CASE EXAMPLE

Customer data and purchase behavior will you give you the insights to understand that now is the right time to yet again re-engage and drive a specific audience to a point of sale.

1. DEFINE GOAL

Fictional numbers for illustration purpose only

2. DEFINE AUDIENCE

Abdul Dezkam abd@ecco.com

3. DEFINE CONTENT

ENGAGE

UNDERSTAND YOUR CUSTOMERS CONTEXT (outcome)

PUT YOUR BRAND AND PRODUCTS IN THAT CONTEXT

GET YOUR DATA RIGHT

CONNECT THE RELEVANT SOURCES OF INTERACTIONS TURN YOUR DATA INTO INSIGHTS

OBSERVE AND DISCOVER PATTERNS TURN YOUR INSIGHTS INTO ACTIONS

DEFINE GOAL - DEFINE AUDIENCE - DEFINE CONTENT > EXECUTE JOURNEYS

SUMMERIZE

DOES LOYALTY PROGRAM DRIVE LOYALTY?

NO

Loyalty program will connect your customer offline and online

See loyalty in a holistic way

Loyalty is built with small bricks in each interaction

BUT GREAT CUSTOMER EXPERIENCE DOES

ABDUL DEZKAM Global CRM Manager, ECCO Sko A/S

abd@ecco.com Linkedin: Abdul Dezkam Twitter: abduldezkam

IS BIG DATA AND INSIGHTS THE SAME?

QUICK QUESTIONS

NO

DATA

INSIGHTS

ACTIONS