#monetatesummit

Matthew Butlein, President, Freshpair.com

Customer Lifecycle Messaging

Respond to customer data, behavior, context and circumstances in real time

Intro to Underwear

1. There’s a lot of different kinds of underwear out there

2. People have very different attitudes towards underwear

3. It’s a very personal and confusing category for the customer

Who We Are

‣ W: bras, panties, shapewear, hosiery, sleepwear & socks

‣ M: underwear, t-shirts, swim, shapewear, sleepwear & socks !

!

• Founded in 2000, NYC-based • 130+ brands of men’s and women’s underwear (from Kohl’s to Saks)

• Monetate customer for over 5 years • We’ll help you find the underwear that will make you look & feel your best

The ProblemWithout knowing anything about a prospect, it’s very

difficult to help her/him find the best underwear.

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The ProblemHypothesis: Prospects are telling us what they’re interested in. If we use that data to send them more relevant content, they’ll buy more from us in the short- and long-term. !

Measurement: 1.$/prospect during Welcome Series 2.3-, 6- and 12-month prospect cohort revenue

The Solution

• Architecture: Smarter Remarketer + Responsys + Monetate

‣ Implicit data from site browse activity ‣ Explicit preferences from email interaction

‣ Imported browse data from Smarter Remarketer into Responsys ‣ Created the lifecycle campaign in Responsys Program

‣ Used Monetate to create on-site continuity with each email• Make it measurable and flexible so we can iterate over time

- Browse activity drives dynamic content - Email interaction drives frequency/resends - Content interaction drives content in future emails

• Leverage relevant shopper data to drive communication and content

The Solution Cont.

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PREFERENCES

The End Result

• ~30 days in to the test, it’s too early to look at 3-, 6- and 12-month cohorts !

• However, during our Welcome Series the $/prospect increased by +13%

Next Steps

• Shift more from ad hoc to triggers • Push data from Welcome interaction to triggers down the line

• Deeper Monetate integration to pass them customer segments so they can tailor more of the site experience