a retailer’s guide to hyper-personalized marketing€¦ · *the connected consumer, the top 6...

A Retailer’s Guide toHyper-Personalized MarketingHow to grow trips and basket sizes

MARKETING PROFESSIONALS

1 How consumers shop is changing: 58% of shoppers’ retailer of choice is influenced by being rewarded for their spend and loyalty.1

2 Best-in-class retailers understand better than their competition how to target consumers through their most relevant channels.

3 Delivering highly personalized marketing campaigns will increase trips and baskets: 57% of shoppers’ choice of retailer is influenced by promotions in-store and online.2

4 There is a gap as most retail marketing is still executed through weekly circulars and store displays, ignoring important channels such as mobile and email.

5 Applying geo-targeting to engage customers opens new opportunities: 38% of shoppers want to receive real-time promotions and discounts when in-store.1

Retail Marketing: Five Truths

Challenges for Retailers

Imagine Knowing Everything

The Changing Retail Landscape

How to Address the Challenges


1) Redefining Loyalty. Planet Retail June 2016. 2) The Retail Business Model of the Future, Planet Retail, September 2015.02 Copyright © Symphony Retail Ai. All rights reserved

The Changing Retail LandscapeShoppers have immense choices today – with more businesses competing for their limited dollars, offering more products, channels, prices and promotions. This change has had a domino effect on shoppers’ path to purchase which is now multi-layered and requires retailers to leverage multiple touches across multiple channels.To succeed in this dynamic playing field, retail marketers must find smarter approaches for identifying, finding and retaining the best customers among these overly stimulated and very busy shoppers.






Best-in-class retailers understand hyper-personalized marketing. They are experts in applying sophisticated personalized marketing and offer management solutions to precisely target customers through their preferred channels. It starts by developing a 360° view of the customer, then matching relevant offers through their previously activated channels and finally, tracking analytics to further improve customer engagement. Sound complex? It is. But the good news is that these approaches are available to every retailer – not just the big guys. With the right approach, retail marketers will reach their goal of increasing trips and basket sizes.

03Copyright © Symphony Retail Ai. All rights reserved

*Gartner Market Guide for Digital Personalization Engines, Penny Gillespie, Jason Daigler, Magnus Revang, April 2015.






Imagine Knowing EverythingMeet Kim. What if you could know everything about her and your other shoppers? Well not quite everything, of course, but what if you knew more about what Kim spends, how she makes purchases as well as when and where she likes to make purchases. You get the picture.

Knowing all of that is just the beginning. Every retailer today has data. But is it the right data? Is it easily available in a way that helps you make daily decisions that drive positive outcomes?

“By 2018, organizations that have fully invested in all types of online personalization will outsell companies that have not by more than 30%.” – Gartner*

Today’s personalization and offer management approaches fall short in solving retail marketing challenges.






As retail marketers embrace more sophisticated offer management approaches, they’re finding these solutions are not delivering the optimum results they expected. Why?

4321 5


05

Targeted offer management is complex, labor intensive and time consuming.

It is a challenge to move beyond isolated campaigns to achieve an orchestrated brand experience & best-in-class customer loyalty.

Campaign management results are usually typically slow to be reported, losing critical competitive advantage in being able to make strategy shifts.

Offer targeting intelligence is often too basic and inflexible – limiting marketing’s ability to manipulate approaches to fit specific situations.

Real-time personalized customer experience requires deploying sophisticated technology.

Copyright © Symphony Retail Ai. All rights reserved






Addressing Retail ChallengesOur SR Personalized Marketing solution helps retail marketers drive better results by executing hyper-personalized campaigns easily and affordably.

1 Make campaigns simple and quick to execute.

Retail marketers can now optimize billions of offer combinations in minutes as well as collaborate with internal marketing teams and CPGs to create, refine and improve their offer bank.

SR Personalized Marketing gives you the intelligence of a truly omnichannel marketing platform driven by customer behavior. Retail marketers can execute rapid personalization at scale using automated, algorithmic targeting. Designed as a collaborative offer management system, it enables rapid developmentof multiple offers across multiple channels - dramatically reducing cycle and execution times.

06 Copyright © Symphony Retail Ai. All rights reserved

2 Deploy a more intelligent and flexible targetingallocation methodology.






Understanding your customers and targeting them as individuals, based on their past purchasing behavior, offer redemption rates and channel preferences is now almost effortless. Symphony Retail Ai's sophisticated targeting methodology and its intuitive, easy-to-use features give marketing teams true omnichannel control to create engaging, 1-to-1 customer relationships. Marketers can quickly create a large offer bank of millions of offer combinations, and then easily make changes to campaigns and even plan offers for their entire marketing calendar, to deliver personal, customized messages at the speed of digital.

“Businesses that successfully employ a consistent cross-channel marketing strategy enjoy a 14.6% year-over-year increase in annual revenue and a 13% annual.”*

*2015, Omer Minkara: Customer Engagement: From Interactions to Relationships. 07Copyright © Symphony Retail Ai. All rights reserved






3 Access accurate & timely campaignresults to gain a competitive advantage.

Retail marketers need to see real-time results. It helps to encourage funding and CPG participation. SR Personalized Marketing provides robust, timely campaign execution results, from customer data, such as redemption rates and participation metrics, to retailer transaction logs and campaign performance data, such as incremental sales and ROI.

The solution features a simple campaign workflow management system tuned to the needs and demands of CPG-targeted marketing programs for improving campaign results. It also applies allocation algorithms that gather learning from each campaign, such as which channels work best with which customers, which offers shoppers redeem and what is the ideal frequency for communicating with each customer. Every campaign delivers even better results - maximizing ROI for you and your CPGs.

29%found the nearest store of a retailer*

30%got more information about a product when out shopping*

*The Connected Consumer, The Top 6 factors influencing shopper spend, Planet Retail, March 2016. 08 Copyright © Symphony Retail Ai. All rights reserved

4 Deliver effective communications that are relevant,timely and employ the appropriate channel.






39%compared prices

when out shopping*

30%logged into a retailer’s

WiFi network*

*The Connected Consumer, The Top 6 factors influencing shopper spend, Planet Retail, March 2016.

The relevance and timeliness of offer delivery as well as the choice of channel are three critical factors in developing consistent, truly omnichannel retail communications. Using purchasing history data and self-learning campaign optimization features to define preferred offer types and media channels and create relevant, highly personalized, precision-targeted promotions across channels, will in turn build trust and value across customers, while growing trips and basket sizes. Direct mail, email, coupons, SMS messages, social media, apps, retailer website log-in details and IP addresses are only some of the channels you can use to improve your personalized marketing strategy.

09Copyright © Symphony Retail Ai. All rights reserved






5 Simple and intuitive geo-fencing and geo-targeting capabilities help you deliver relevant offers when and where you choose.

When you can engage with customers before and at the moment of decision it's a game changer. Symphony Retail Ai’s proximity marketing capabilities allow you to analyze customer purchase behavior data and deliver geo-targeted campaigns and personalized offers to customers. Using outdoor geo-fencing technology and in-store beacons to deliver your messages at a precise time and location for maximum impact, our solutions help you create highly contextualized shopping experiences quickly and easily. Real-time, location-specific messaging to smart devices and wearables is now feasible - and affordable.

24%have downloaded a retailer’s app*

*The Connected Consumer, The Top 6 factors influencing shopper spend, Planet Retail, March 2016. 10 Copyright © Symphony Retail Ai. All rights reserved

How doretail marketersdrive success?






They orchestrate a seamless brand experience across all channels.

They use customer insights and understanding to create highly personalized promotions.

They turn every customer interaction into an opportunity to build trust and value – using acquisition,retention, upsell,cross-sell andnurture strategies.

They can easily allocate billions of offer combinations.

They collaborate with internal teams and CPGs to create, refine and improve offers.

They analyze metrics such as open rates, response rates and ROI to shift strategies.

Their campaigns grow trips and basket sizes.

Imagine knowing everything. Now, imagine having solutions that make it simple to act on that knowledge. Next, imagine how it will deliver big results - increased trips and baskets.

For more information, visit us:www.symphonyretailai.com

SR Personalized Marketing is a solution within the Marketing Manager's suite.

About Symphony Retail Ai

Symphony Retail Ai is the leading global provider of Artificial Intelligence-enabled decision platforms, solutions and customer-centric insights that drive validated growth for retailers and CPG manufacturers, from customer intelligence to personalized marketing, and merchandising and category management, to supply chain and retail operations. Symphony Retail Ai is innovating rapidly to drive faster, more profitable decisions through AI, machine learning and voice technologies. We are trusted by over 1200 organizations including 15 of the world’s 25 largest grocery retailers, thousands of retail brands, and hundreds of national and regional chains worldwide to help solve their toughest business problems, through AI-powered customer intelligence and retail solutions.

More at www.symphonyretailai.com

Copyright © Symphony Retail Ai. All rights reserved

a retailer’s guide to hyper-personalized marketing€¦ · *the connected consumer, the top 6...

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