Create a Seamless Omni-Channel Experience Cassandra Wesch Director of Marketing, Fanatics March 17, 2016
Agenda • Fanatics – Who We Are • How to Create a Seamless Omni-Channel Experience • Effective Personalization • Questions
FANATICS – Who We Are
FANATICS – Who We Are • World’s largest online sports licensed retailer • $1B in sales e-commerce company • Brand platform operating more than 300 online stores for all major professional sports leagues – Licensing & manufacturing – Digital marketing – Merchandising & fulfillment – Customer service – Website platform development
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How to Create a Seamless Omni-Channel Experience
Omni-Channel Marketing • Remove silos • Invest in a CRM software
• Measure behavior • Timing
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It’s not Omni-Channel if all channels are not working together
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• Remove silos – Meetings about Meetings – Get everyone synchronized & working towards the same goal – Be in-sync! Merchandising, customer service, shipping, email, social, creative, sales team, etc.
INVEST IN A CRM SOFTWARE
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A unifying central tool that shares the full context of a person’s communication & interaction that happens within the various channels & departments
• Examples: – Last conversation with a sales agent – If/when an email was opened – Which channel did the customer come through
MEASURE BEHAVIOR Capture customer interactions from all touchpoints – Device, region, browser data – New vs returning
Identify key target segments – High retail value shoppers – New vs returning
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TIMING
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Give your customers what they’re craving: instant, relevant information no matter where they are or what device they’re using.
Personalize the Journey
Personalize the Journey
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Segment WHEN, WHAT and WHERE you are targeting On-site activity, search activity, social activity, browsing, email opens, transactions, etc. Deliver personalized content via email, social media, onsite, articles & blog posts, etc.
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QUESTIONS