CRM Training Series Part 10

Transcription

1 Connected Retailer CRM Training Series Part 10 Promotion Definition June 2nd, 2011

2 June Agenda Housekeeping News Items Today s Topic: CRM Training Series Part 10: Promotion Definition

3 How to Access Call Recordings Select Customer Portal From Customers Menu

4 How to Access Call Recordings Select NSB Group Client Care Portal for Retail Customers

5 How to Access Call Recordings

6 How to Access Call Recordings

7 Call Procedures All attendees will be muted by the call moderator (so we don t hear your on-hold music or background conversations) Please use the WebEx feature to submit questions At the end of the call, during the question period we will un-mute the lines. A recording of this call along with a PDF of the slides will be available on Premiere within a few days

8 Upcoming Events Epicor is proud to be a sponsor of this fantastic event Join us is Chicago June 8 10 th As a sponsor we can offer you 50% of the registration price, so it s $400 only!

9 Upcoming Events Sunday October 9 th Wednesday October 12 th At the Gaylord Opryland Resort & Convention Center in Nashville, Tennessee Are you interested in presenting? Please contact us to discuss. (sbarron@epicor.com)

10 Promotion Definition Presented By: Celeste Pottie CRM Services Analyst

11 Why Set Up A Promotion? 1. Ability to use the pre-built promotion reports. 2. Ability to measure the campaign s incremental sales from the use of control groups. 3. Have access to fields not available in the non-promotion reports such as Response %, Promoted $, Non-promoted $ and Number of positive responses.

12 Why Set Up A Promotion? 4. Ability to use the promotion tab available in Customer Inquiry. 5. Ability to track both targeted and reached customers.

13 Pre-Targeted Promotions Directed to a specific group of customers Promotion definition is based on lists Examples: A promotion to customers that have their birthday during that month A promotion for the re-activation customers i.e. customers that haven t shopped in awhile A promotion to prospects

14 Post Targeted Promotion Tracks the purchasing behavior of all customers Campaign definition is usually based on stores, merchandise, or coupons (no List) Examples: A magazine ad for new products An innovative new in-store merchandise display in your Northeast stores

15 Basic Concepts: Promotions Targeted customers: Customers that have been targeted and will receive an or a mailer Reached customers: Customers that have not been targeted directly. However, they live at the same address and have the same family name as the targeted customers and as such your campaign will indirectly reach them as well. Control group: Customers that qualified for a specific promotion, however were not targeted. This is done to determine the promotion lift that the marketing communication achieved.

16 Promotion Definition Once a promotion has started you cannot change anything in the definition except: Promotion end-date Promotion costs Promotion features

17 Promotion Definition Terminate Button All promotions past end date can be terminated Terminating old promotions helps improve Transaction Import processing speed Warning- do not terminate a promotion if you still have not cleaned up your rejected transactions.

18 Promotion Definition - Tracking Total By: Check all the flags in the section to have access to all Views within the Promotion History report Definition: The more conditions set in a promotion the more restrictive it will be

19 Tracking Options - Dependencies Coupon If defined, becomes sole condition List Store Merchandise (Vendor OR Class OR Style) AND condition between these options

20 Tracking Options - Dependencies Example A Promotion: Promote new class Tracking by: - List A (customers in New York who shop once a year) Response: - Vendor = (Hallmark Cards, Inc.) - Class = (Social Expressions Greeting Card) List Class Vendor List AND Vendor OR Class

21 Tracking Options - Dependencies Example A Cont d Trn A: Total Amount = $ Items: - Photo Album = $ Card 1 = $ Card 2 = $ List Promoted Amount Non-Promoted Amount List A $ $25.00

22 Tracking Options - Dependencies Example B Promotion: Thank You Promo Tracking by: - List A (top 10,000 customers) - Class = (Home Decor & Furnishings) - Style = (DIGITAL ALARM) Response: List Style List AND Merch (Class OR Style) Class

23 Tracking Options - Dependencies Example B Cont d Trn A: Total Amount = $ Items: - Photo Album= $ Digital Alarm= $ Is this transaction a response? YES

24 Tracking Options - Dependencies Example B Cont d Trn A: Total Amount = $ Items: - Photo Album = $ Digital Alarm = $ List Promoted Amount Non-Promoted Amount List A $ $50.00

25 Tracking Options - Dependencies Coupons When defined, they supersede all other criteria

26 Tracking Options - Dependencies Example C Promotion: May Birthday Promo Tracking by: - Coupon Code = BDAY - Stores = 1-5 Response: Coupon Store NOTE: A transaction from store 10 that includes the coupon code will be considered a response as well.

27 Tracking Options - Dependencies Example D Promotion: May Birthday Promo Tracking by: - Coupon Code (BDAY) - List A (customers with May birthdays) Response: Coupon List

28 Tracking Options - Dependencies Example D Cont d If a customer was in the list but did not use their coupon, the system assumes he did not respond to the promotion. If a customer was not in the list, but used the coupon (i.e. received it from a friend), he would be considered a response

29 Tracking Options - Dependencies Some retailers choose to define two separate promotions: Promo 1: List only This captures: List Promo 2:» Anyone from the targeted list who made a purchase regardless of whether or not they remembered to use their coupon List & Coupon This captures: Coupon List» Anyone who made a purchase using the coupon, regardless of whether they were in the targeted list.» The people who used someone else s coupon will be tracked in a separate list so you can tell them apart from your targeted customers

30 Tracking Options - Dependencies When defining two promotion definitions for the same promotion, keep in mind that: Multi-Promotion posting must be turned on The two promotions have overlapping transactions so you should not add up totals from both promotions

31 Tracking Options Dependencies - When switching between multi-promotion and single promotion posting you must insure that all promotions are inactive and have been terminated -This is an event which must be carefully planned for

32 Tracking Options - Coupons Do not reuse coupons if they are present in an active promotion A default customer list is created when a coupon is defined This list will track people who use someone else s coupon (i.e. they were not in the mailed list)

33 Tracking Options - Styles When defining a promotion using styles you can use the Import function Import all the styles you need instead of scoping on them or typing them An tab delimited.txt file is needed

34 Tracking Options - Lists Be sure to enter your most important lists first as duplicates will be removed from lists entered afterward!

35 Promotion Definition Costs Costs You can enter both Fixed Costs and Costs per List Mailed When costs are defined the profit columns on the promotion reports can be used

36 Promotion Definition - Features Features You can define features that group similar promotions together (Birthday, Coupon, Seasons, etc). You can scope on promotions based on features

37 Promotions at a Household Level The total number of people targeted based on the list attached The total number of people who are within the household of the targeted customers You can: Track the activity of all household members View promotion reports at the household level Reached customers are considered responders in the reports and their purchases are part of the total sales

38 Single Promotion Posting Uses a scoring algorithm to determine which promotion is the closest fit for a given transaction Factor Score Coupon 32 Customer No 16 Styles 8 Class 4 Vendor 2 Store 1 If a transaction qualifies for multiple promotions, the one with the highest score wins the transaction

39 Single Promotion Posting Example Promotion A tracking by: - List A Promotion B tracking by: - List B - Store = 1-10 Trans A: From a customer in List A and List B, which took place in store 10 Factors Promo A Score Promo B Score Coupon Customer No Style Class Vendor Promo B gets the transaction Store 1 TOTAL 16 17

40 Multiple Promotion Posting Evaluates each item within a transaction to determine whether it is a response or not to a promotion A transaction can update multiple promotions if it matches the response criteria defined

41 Multiple Promotion Posting Example A Promotion A tracking by: - Class = (WOMEN'S TURTLENECK SWEATER) Promotion B tracking by: - Class = (WOMEN'S SWEATERS LOGO) Trans A Items: - Turtleneck Sweater = $ Sweater Logo = $ Promotion Promoted Items Non-Promoted Items Promo A $ $ Promo B $ $175.00

42 Multiple Promotion Posting Example B Promotion A tracking by: - List A Promotion B tracking by: - List B Transaction 1: From a customer in both list A and B Transaction will post to both promotions

43 Multiple Promotion Posting Cont d Keep in mind: You should not sum up sales totals from multiple promotions since some transactions will be counted multiple times

44 Let s Take a Look

45 Questions?

46 Want To Learn More or Need Help? The CRM Services team is here to help: Maintenance Basic CRM Maintenance Expanded CRM Maintenance Marketing Support Basic Campaign Management Expanded Campaign Management Loyalty Program Mgmt Training CRM Basic Training CRM Advanced Training Ad Hoc Consulting CRM Dashboard Creation CRM Custom Reporting Ad Hoc CRM Projects Loyalty program design

47 Upcoming Calls The 1 st Thursday of the month: July 7th Exports & Promotion Reports August 4th Customer Dashboard