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  • admin 9:51 am on November 7, 2017 Permalink
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    Building Deep Learning Machines: The Hardware Wars Defining the Future of AI 

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  • admin 9:51 am on October 15, 2015 Permalink
    Tags: , Hardware, Helpful, , , , ,   

    Ace Hardware: Using Data-Driven Marketing to be the Most Helpful Hardware Store on the Planet 

    “Ace is the place with the helpful hardware folks,” come on, you know it, the ever familiar jingle for your neighborhood hardware store. That kind of brand recognition is hard to come by and yet it still isn’t enough in the ultra-competitive home improvement market.  Ace Hardware is going head to head with big box home improvement stores with the strategy of being the “most helpful hardware store on the planet” and its working, with growth up 13% in 2014 on revenues totaling 4.7B.  Some of that growth is attributed to an omni-channel marketing program aimed at Ace Rewards® members.

    Screen Shot 2015-10-14 at 11.17.58 AM

    Kaitlin Slalina, Ace Rewards Program Manager

    Before we dive into their marketing solutions we’ll give you a little history.

    Ace Hardware was founded in 1924 by four hardware store owners who formed a co-op to increase their buying power.  Almost a century later that co-op is global and 4,700 independent stores strong. Those stores are urban, suburban, rural and everything in between offering a wide variety of products and services such as paint, lawn and garden, tools, niche services and virtually anything you’ll ever need to fix, repair and maintain a home; all in the customer’s neighborhood.  Ace is obviously doing it right ranking “Highest in Customer Satisfaction with Home Improvement Retail Stores” by J.D. Power eight years in a row. Wow!

    So how did they do it? Ace Hardware is dedicated to being data-driven; starting with an integrated data warehouse that contains data from finance, inventory, procurement, sales, supply chain and marketing. With a single view of the customer, Ace Hardware deployed Teradata Marketing Cloud to communicate to more than 35M Ace Rewards® members.

    “Teradata helped us to have all our data in one spot, which is huge for us, because it really helps us understand how do we need to communicate to our members. We have a wide range of ages and demographics that we speak to and it’s important to understand, ‘Do you want a direct mail piece? Do you want an SMS message? Would you prefer an email?’  What is going to drive the response from our members to get them into our stores and really get that return on investment?” Kaitlin Slanina, Ace Rewards Program Manager

    Allison Pecora, Email Loyalty Specialist

    Allison Pecora, Email Loyalty Specialist

    With Teradata Customer Interaction Manager recognizing customer needs can be vastly different, Ace Hardware creates individualized content and then optimizes the value of every single interaction presenting the best offer or message at the right time and on the right channel.

    “Before using Teradata it was just download a spreadsheet, put it on there and blast out the email. We could never return back and find out what the customer did with it. Did they come in? Could we match the customer opening the email with them coming into the store and buying the item that we emailed them about? We never were able to find that out. Now we are with Teradata able to make that type of connection.” Allison Pecora, Email Loyalty Specialist

    Analytic groups create a process to make sure each area knows the member and captures their data.  Processes ensure the data is kept current and not lost between areas.  The methodology is always relevancy; understanding that they grow if they stay relevant with their Ace Rewards® members, sales will come with spend style.  With Digital Marketing Center, Ace can create innovative digital marketing campaigns and the marketers are having fun!

    “It’s exciting to see! Now that we’re able to really get our fingers into the data we’re able to see ‘Gosh, she loves paint, and let’s send her the next big summer paint trends. Let’s let her know that blue is going to be a hot color this year.’ If she comes in and buys paint then we say, let’s thank her for buying paint and say, ‘How did that paint project go? Why don’t you rate our paint on acehardware.com?'” Allison Pecora, Email Loyalty Specialist

    But then Ace Hardware links from one area of interest enticing the customer to Screen Shot 2015-10-14 at 5.16.47 PManother area.

    “We constantly try to communicate to you about what you like but not so much that we’re separating you from other areas that we want to move you to. If you are really big into paints and we haven’t seen you buy lawn and garden, can we get you into how to clean your patio better, because you like that crisp look to that room when you have painted it. Could we get you to buy this power washer with OxiClean that says ‘You’re going to have a awesome party. Come in, stain your deck and clean it really well so that you wow your guests coming in the door.’” Allison Pecora, Email Loyalty Specialist

    Guess what?  It’s working!  Ace Rewards® members average higher transaction rates and spend 3X more per transaction after receiving the individualized communications. That’s rewarding!

    Congratulations to Ace Hardware for using data-driven marketing to continue to be the most helpful hardware store on the planet!

     

    The post Ace Hardware: Using Data-Driven Marketing to be the Most Helpful Hardware Store on the Planet appeared first on Insights and Outcomes.

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  • admin 9:54 am on October 14, 2015 Permalink
    Tags: , , Hardware, ,   

    Ace Hardware Using Data Driven Marketing 


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