4. DIGITAL MARKETING IS DRIVING
MORE IN-STORE SALES THAN
OFFLINE MARKETING
$1,538 $1,519 $1,506
$1,386
$1,486
$1,587
$294 $325 $355
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
2014 2015 2016
Forecast: US Cross-Channel Retail Sales, 2014 to 2016
Offline Sales Web-influenced offline sales Online Sales
Online-Influenced In-Store Sales: +
$100B/year
Offline-Influenced In-Store Sales:
No Growth
WEB-INFLUENCED OFFLINE SALES
5. DIGITAL ENGAGEMENT IS HAPPENING
ACROSS MULTIPLE DEVICES
Smartphone visits and
orders grew at twice the
rate of tablet orders and
visits during the 2014 holiday
season*
Digital Advertising spend in
the Middle East is predicted
to hit $1 Billion by 2018!
28% of US retail sales were influenced by smartphones in 2014 =
$1.0 trillion
6. BUT HOW CAN WE BRIDGE THE GAP
BETWEEN ONLINE AND OFFLINE
8. LEVERAGING DATA TO INFORM YOUR
MARKETING
-MARKETING AWARENESS CHANNELS
CRM Social
Paid Media
In-Store
Email/Online
Creative &
Brand Strategy
9. WHAT KIND OF DATA ASSETS
ARE AVAILABLE
CRM
• Offer type
• Consumer segment
• Subject line or creative A/
B testing
• Search engine
• Keyword
• Ad Group
• Creative ID & size
• Placement
• Cookie pool
• Frequency of purchase
• # of additional brands
• Favorite retailer
• Basket/Product info
• Retailers
• Purchase time
• Agent
• Complaint type & severity
• Offer type
• Social site
• Creative
• Organic vs. promoted
• Age, Gender, and more
• Purchase Habits
• Personal details &
behaviors
email
search
display
CRM
social
customer service
retail purchase
demographics
19. OWNING DATA
• Building real CRM infrastructure
• Multi-year investment
• Limited incremental cost to
deploy campaigns
• More up front work
20. BEST PRACTICES
1. Every promo0on should collect data
2. Measure everything digital that drives in-store
3. Push consumer registra0on to get a promo0on
4. Make a long term data plan
5. “Always-on” programs
6. Embrace email