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

    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 9:51 am on December 4, 2014 Permalink
    Tags: , , , , , , Neighborhood, store,   

    7-Eleven: Developing Loyalty Through Data-Driven Marketing to be the #1 Neighborhood Convenience Store 

    Have you had a 7-Eleven Slurpee®?  It’s perfect on a hot afternoon. And with more than 53,000 locations worldwide, 7-Eleven has made it convenient to get one.  Now with a new mobile app, 7-Eleven is promising convenience on top of convenience.  How is 7-Eleven using 21st century marketing to continue delivering on a brand promise made in 1927?  By using all the data they can.

    Robert McClarin Sr. Product Manager, CRM and Loyalty

    Robert McClarin
    Sr. Product Manager, CRM and Loyalty

     

    Starting as an icehouse in rural Texas in the late 20’s 7-Eleven now operates in 16 countries, producing $ 84.5B in sales and is even known as one of the United States’ largest independent gas retailers.  That’s pretty good for a business that that first innovated by selling milk, eggs and bread as a convenience to their ice customers!

     “It’s a wonderful part of the heritage and it’s important to us because it shows the need for innovation and being part of the innovation team, it is something that we have latched onto and we love the fact that they started as an ice house, saw an opportunity, started to explore it and that created an entirely new business, and that’s what we’re trying to do at 7-Eleven today.”  Robert McClarin, Sr. Product Manager, CRM and Loyalty, 7-Eleven

    Building on their promise to “Be your neighborhood convenience store,” 7-Eleven wanted to build an app that was more than just transactional in nature, they wanted to build a relationship with the customer, on the customer’s terms.  In terms of data, 7-Eleven had 7 million customer transactions a day to get started  – building on those 7 million transactions, they started with their customers favorite channel.

    “Our guests have said, ‘Listen, you want to be where I am. I am on a smartphone. So if you want to be with me you need to be on a smartphone. When I have a mission trip that I want to solve, a quick trip that I’m making, I often go to my smartphone in terms of figuring out where I want to go in order to solve that particular problem.’ So the guest really led us to the concept and idea that listen, let’s start with an app, let’s layer in a loyalty program and let’s begin to earn permission and earn the right to engage with guests so that we can better know who they are, learn from them and eventually serve them in a better way. And so it wasn’t so much a challenge or a business problem that we were facing other than saying, ‘We need to live up to our mission and our vision and that is to get to know the guests better.’” – Robert McClarin, Sr. Product Manager, CRM and Loyalty, 7-Eleven

    Screen Shot 2014-12-03 at 5.44.17 PMEnter Teradata and brierley + partners combining a robust integrated data warehouse, marketing applications and Loyaltyware™.  7-Eleven’s Robert McClarin calls Teradata’s Real Time Interaction Manager (RTIM) solution ‘marketing memory’ – taking in guest preferences, segments, and location through an innovative app that literally creates a relationship with the customer. It’s not your “purchase and get points app” – it creates relevant offers depending on customer’s segment, location, and preferences.

     “The transactional data that we get in store immediately drives where you are in terms of segmentation, who you are or where– who the system sees you as whether that’s a morning person, afternoon, weekend- weekends, weekdays, coffee only so we place you in a segment. That immediately drives the offers or content that you might get via e-mail, push notification within the app, and so that’s immediate and that’s in real time and so we drive that experience off that transaction in sub-one second, sometimes sub-two seconds. The other place that we’re using real time data to drive the guest experience is through e-mail, SMS and push notification. When guests respond to that, we’re responding with requested content, we’re responding with offers that they may have asked for more– or may have expressed interest in, and we’re using the marketing memory that’s generated from those communications to load into the database to give to RTIM [Teradata Real Time Interaction Manager] to say this is a known e-mail responder; factor that in when you’re deciding what is the next best offer that you might make to this person. So it’s fun to see it kind of go and go and just keep running so we love the interaction in real time.” Robert McClarin, Sr. Product Manager, CRM and Loyalty, 7-Eleven

    Localization has been a critical differentiator and an opportunity for innovation. Recently, 7-Eleven delivered a Red Bull and pizza campaign around college and university campuses.

     “It’s the right target, but the only way we could do that is if we had that location services enabled so if you’re not in those markets you’re not going to see the offer so you’re not going to miss out on anything, but if you’re in those markets and you have location services turned on then you will see the offer and you can take advantage of it.” Robert McClarin, Sr. Product Manager, CRM and Loyalty, 7-Eleven

    7-Eleven is even integrating temperature data – important when you’re offering hot coffee and cold Slurpees®.  Now, 7-Eleven is using the success of the mobile app to launch more products, such as fresh and healthy fast food for those customers who are on the go.Screen Shot 2014-12-03 at 5.44.47 PM

     “So as you might imagine, nobody really wants to have a relationship with a convenience store, right. It’s not something we actively seek out and it’s not something you go and check on. We’re exciting, but we’re not that exciting so what we know is that when guests open up the app, that’s when they’re most open to us and so we have to respond in real time; we have to be there when they’re there; we have to meet them on their terms in their channel at their time.” Robert McClarin, Sr. Product Manager, CRM and Loyalty, 7-Eleven

     

    What’s next?  7-Eleven will bring in inventory data to ensure that the offers their making will be fulfilled in every location; all 53,000 of them.

     

    Thank you to 7-Eleven and brierley + partners for sharing your success!

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  • admin 9:51 am on October 29, 2014 Permalink
    Tags: 20/20, , , store   

    If The Future Is Now, What Does 2020 Have In Store For Marketers? 

    DeLoreanIn the “Back to the Future” trilogy, Dr. Emmett “Doc” Brown, the inventor of the time travel machine, comes from “the future.” That future is, believe it or not, October 2015 – only one year from now.

    Sure, Doc has a time machine built from a DeLorean, but the 2015 portrayed in the movies makes no mention of smartphones, social media, marketing drones, etc. Some might argue that the technology most of us carry around in our pockets today is more impressive than anything the creators of “Back to the Future” could have dreamed up.

    So, here’s an interesting thought experiment: Based on the marketing technology available today, what would life be like for Doc if he came from slightly further in the future – say, 2020? What changes are you expecting over the next five years? Here’s my take… in the form of a memo.

    From:  Dr. Emmett Brown

    To:  Marty McFly

    Date:  October 15, 2020

    Dear Marty,

    As you know, my eyes suck.  It started about age 45.  Thought I had dodged it. I thought wrong.  Crazy hair first, extremely farsighted second.  Luckily the new Apple i8 comes with an auto-lens that corrects for my horrible vision without me having to put on my glasses to use the phone.  Nothing so far from Apple on fixing crazy hair, but at least I can see my phone. :^)

    Sure, the Galaxy phone still has a bigger screen than the Apple, but I couldn’t see it without my glasses.  Apple once again has taken individual usability to a whole new level.  Additionally, one really cool side effect of the automatic visual correction is security. Unless the person sitting next to me has the exact vision impairment as I, my screen looks all blurry to them.

    However, I still carry my glasses. And I can just as easily suspend the auto-lens feature on my phone when I’m wearing my corrective lenses.  And my glasses are awesome. They’re actually a new model of the Google Glass with all the creepy features taken out.  Everybody hated the original Google Glass.  They looked stupid. They made everyone think they were being surreptitiously recorded. Fortunately, the engineers at Google listened and got it right by the third release. They finally just built the Google Glass features into a standard pair of eye glasses. Now, you don’t have to wear an additional appliance on your head because the internet is fully integrated into standard eyeglasses.

    It also helps that battery life in these devices got better. U-Beam finally took off in the US and that means all these little gadgets charge up automatically, so you’re never caught having to find a power outlet to charge your eyeglasses. Add in the digital wallet and “swipe & pay” purchase technologies that are part of devices today and no one would be caught dead without their biometrically secure personal mobile device (iPhone, glasses, watch, bracelet, jacket, backpack or mini key fob).  The sheer convenience of waving your phone or watch or keys over a scanner to pay for things has revolutionized payment technologies around the world. Many people have truly achieved a cashless lifestyle.  Sure, cash is still around but there’s getting to be less and less and less of it, and the youth of today actually laugh at anybody carrying coins around.  They make me feel like such a dinosaur.  Kids don’t ask parents for money; they ask for credits.

    But, I’m just describing the interactional devices and their availability and connectivity. Amazingly, it’s the way that we can interact with different brands and companies that’s truly revolutionary.

    Once connectivity was ubiquitous, brands needed to evolve their marketing campaigns and how they engaged with customers.  Granted, they could still send a piece of direct mail with a special offer or promotion, but then they’d be missing many of the opportunities that present themselves. The successful brands of today have taken digital marketing and customer engagement to a whole new level.

    For instance, location-based marketing is the first area of revolutionary change, and it has been transformed in two major ways.

    First, imagine a customer standing somewhere in town and seeing an advertisement on a billboard, in a taxi cab, at a bus stop, on the side of a building, on a poster in the window or at the entrance to a shopping mall.  If that ad has something the customer can scan or a short code he can text, the company placing that ad knows roughly where the customer is located, based on the code associated with the ad. Then, the company can engage by sending location specific offers.

    Even more interesting, however, are GPS-related location-based offers. In the previous scenario, the vendor only knows where the customer is located because the customer sent a specific code. In this second scenario, vendors are waiting for prospective customers to get within a certain range of a location before they send their offers.

    This is great if you’re a store owner. You could set up a “come see me net” within a certain proximity of your location, and anytime a customer or prospect gets within that radius you could automatically send a real time marketing message to the recipient with an appropriate offer. Anytime somebody got close enough to make it practical, you could reach out and engage them.

    Now, imagine that you’re me and you love pizza. When I get to restaurant row in town, my glasses (or phone, or key fob, etc.) start receiving offers from the different pizza joints I’ve opted in with. The really clever ones are even able to respond in real-time to the other guys’ offers and win my pizza business. I like just getting close and seeing what all their specials and incentives are for the night.

    And then there’s biometrically-based marketing, another area of revolution.

    So many of these smart devices (because they’re so ubiquitous and powerful) need to be highly secure. I can’t afford to have somebody run off with my key fob and be able to “swipe and go” with a 12-pack… or my new DeLorean! :^)  So, all these devices have a biometric sensor built in to determine ownership.

    The first benefit of biometric identification is security and flexibility. My daughter can borrow my iPhone to go to the mall and buy something, but when she’s holding my phone it has a payment limit, when I’m holding my phone it doesn’t.  Cool, huh?

    The second (and absolutely coolest) benefit of biometric identification systems is health and wellness. Think FitBit with an integrated EKG. These things know how far I walk or ride my bike.  They know when I need to slow down because my heart-rate is too high. They know when I need to stop working and get a snack because my blood sugars are dropping. In fact, I haven’t passed out in months! They can also alert me to early heart attack symptoms and automatically engage my doctor and, if needed, emergency response personnel.

    Remember when we thought 2015 was futuristic and amazing? It’s even better now!

    See you soon.

    Your pal,

    Doc

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