In high-touch, complex industries customers still rely on trusted advisors to make purchasing decisions. These sales associates ask questions and observe customer behavior to personalize the experience and usher the customer to a sale. Learn how one retailer is leveraging the power of Predictive Intelligence online to help visitors find the perfect piece and become a customer for life.

1. Track: Mobile & Web Marketing
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Personalized Experience: Bring the
Offline Relationship into the Digital
World with Predictive Intelligence
Fred Meyer Jewelers: Caitlin Leonard,
Marketing Director
ExactTarget: Matt Coffman,
Director of Product Management, Web Products

2. Track: Mobile & Web Marketing
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Goals – Presentation Overview
1 2 3
Online Customer
Engagement is More
Needed and More
Challenging than
Ever Before
Replicating the
In-store Experience
from a Trusted Sales
Consultant in an
Online Environment
Application Features
that Provide
Automation and
Other Enhancements
for Marketers

3. Track: Mobile & Web Marketing
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Online Engagement Challenges
• Access to unlimited choices –
hyperchoice
• Consumers are always connected
and constantly shopping
• Multiple access points
(store, web, mobile, etc)

4. Track: Mobile & Web Marketing
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Transformation in Thinking

5. Track: Mobile & Web Marketing
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Digital Marketers’ Perspective on Personalization
Feel most
challenged by
personalization
Strongly agree that they
use machine-learning and
algorithms to personalize
Currently use
predictive algorithms
to Personalize
A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014

6. Track: Mobile & Web Marketing
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Personalization efforts impact:
Commissioned Independent Research Report, Forrester, 2014

7. Track: Mobile & Web Marketing
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We Used to See Customers Like This…

8. Track: Mobile & Web Marketing
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Now We See Customers Like This…

9. Track: Mobile & Web Marketing
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In-store, 1:1 Sales Strategies
Trusted Sales Consultants:
• Get to know the customer
• Develop a relationship
• Personalize recommendations
• Use wisdom gained to tailor the next pitch

10. Track: Mobile & Web Marketing
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Translate the 1:1 Experience to Online
Gather data on your customer
• Observe behaviors
• Ask lifestyle-based questions
• Pull data from other online sources

11. Track: Mobile & Web Marketing
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Power of Predictive Intelligence

12. Track: Mobile & Web Marketing
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• 324 fine jewelry stores and an extensive online selection
• Opened in 1973; merged with Kroger Company in 1999
• $98.4 billion in total sales in 2013
• 375,000 associates company-wide

13. Track: Mobile & Web Marketing
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Your Website Can be a Trusted Sales Consultant

14. Track: Mobile & Web Marketing
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Predictive Recommendations

15. Track: Mobile & Web Marketing
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Predictive Intelligence at Fred Meyer
• Reads signals of customers (implicit)
• Asks questions (explicit)
• Drives revenue, but preserves
average order value
• Highlight Littman jewelry line
• Emphasize protection plans
• Enhance visibility of Watch
Protection Plans (Rule Manager)

16. Track: Mobile & Web Marketing
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Fred Meyer Results
eCommerce is up 47%
year over year
Watch Protection Plan revenue
grew 150%

17. Track: Mobile & Web Marketing
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Future Enhancements
• Implementation
and optimization
flow improvements
• Email Banner
Personalization

18. Track: Mobile & Web Marketing
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Future Enhancements
• Implementation
and optimization
flow improvements
• Email Banner
Personalization

19. Track: Mobile & Web Marketing
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Future Enhancements
• Implementation
and optimization
flow improvements
• Email Banner
Personalization

20. Track: Mobile & Web Marketing
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Future Enhancements
• Implementation
and optimization
flow improvements
• Email Banner
Personalization

21. Track: Mobile & Web Marketing
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Future Enhancements
• Drag-and-drop configurations
for email and cloud pages
• Catalog-agnostic
recommendations
• Rule engine enhancements
• New page/campaign wizard
• In-app page/campaign reporting
and trend metrics

22. Track: Mobile & Web Marketing
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Future Enhancements
• Drag-and-drop configurations
for email and cloud pages
• Catalog-agnostic
recommendations
• Rule engine enhancements
• New page/campaign wizard
• In-app page/campaign reporting
and trend metrics

23. Track: Mobile & Web Marketing
#CNX14
Future Enhancements
• Drag-and-drop configurations
for email and cloud pages
• Catalog-agnostic
recommendations
• Rule engine enhancements
• New page/campaign wizard
• In-app page/campaign reporting
and trend metrics

24. Track: Mobile & Web Marketing
#CNX14
Overcoming the
Challenge of
Engaging Customers
Online is Possible
with Predictive
Content
Fred Meyer
Successfully
Replicates the
In-store Experience
with Online
Customers
New Features and
Upcoming
Enhancements Make
Automation and
Customization
Possible for
Marketers
Recap Slide
1 2 3

25. Track: Mobile & Web Marketing
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Take the after-session survey!
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
Prizes!
#CNX14
$50
Starbucks
Gift Card Session speaker info
@mcoffman
@caitlinleonard

26. Track: Mobile & Web Marketing
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Questions?

27. Track: Mobile & Web Marketing
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CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES

28. Track: Mobile & Web Marketing
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