BUILDING CRM & LOYALTY FOR
SAINT LAURENT
May 21st 2021
BRIEF VIEW COOKIELESS WORLD AND ITS
IMPACT
YOUR VISION ON CRM AND LOYALTY
OUR (initial) SOLUTIONS TO HELP YOU BUILD A
RELATIONSHIP WITH YOUR CUSTOMER
23.12.21
2
COOKIES & OTHER ONLINE SIGNALS POWER ADVERTISING TODAY
Cookies & signals serve as the foundation to identify
the same users in different touch points across various
websites and channels.
First-Party Cookies
NYT
Cookie
DoubleClick
Cookie
are set/ read on a user’s
browser by the website or
domain that
a user is directly visiting
Third-Party Cookies
are set/ read on a user’s
browser by a website or
domain other than the one
being visited by a user
Device IDs
Apple
IDFA
a string of numbers and letters
that identifies every individual
smartphone or tablet in the
world.
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COPYRIGHT PUBLICIS GROUPE | CONFIDENTIAL
KEY REGULATORY & BROWSER CHANGES THAT AIM TO ELIMINATE THE
THIRD-PARTY COOKIE
Apple
Safari
ITP 1.0
GDPR
Global Data
Protection
Regulation in EU
3rd Party Cookies
will be cleared
after 24hrs
2017
Apple Firefox
Safari ETP
rd party
ITP 2.0 3cookies
Blocks all
3rd Party
Cookies
2018
blocked
by default
Google
Chrome
Announcement
Cookies to be
eliminated by 2022, to
be replaced by Privacy
Sandbox
2019
CCPA
California
Consumer
Privacy Act
Apple
iOS14
Mobile ad
identifier
becomes
opt in
(non-cookie
identifier)
2020
Google Ads
Announces they are
doubling down on
Privacy Sandbox and
will focus on Publisher
Provided ID (PPID)
rather than working
with industry solutions
2021
4
COPYRIGHT PUBLICIS GROUPE | CONFIDENTIAL
WHAT WE KNOW WILL CHANGE IN THIS COOKIELESS WORLD
7
DATAAVAILABILITY
AUDIENCETARGETING
MEASUREMENT
Data availability, targeting, and
campaign measurement will be
deeply affected by the deprecation of
third-party cookies and device IDs
likeIDFA.
COPYRIGHT PUBLICIS GROUPE | CONFIDENTIAL
Media platforms that owntheir
own data and can target that
data in a closed systemwill be
less impacted.
Email, postal addresses, phone
numbers and Mobile Advertiser
Ids (Apple IFDA, Google
GAID) & first-party cookies will
persist.
New identifiers are also trending and
will be coming tomarket.
CORE PRINCIPLES WILL HELP SAINT LAURENT FIND SOLUTIONS
Data
Technology
Partnerships
People-based First-Party Data is
becoming increasingly valuable.
Plan for how to collect, enable,
retain and apply these data sets to
advertising.
New categories of MarTech &
AdTech are being developed to
enable marketing activity within
the new parameters.
No one company is likely to find
all solutions on their own.
Inter-company connectivity is
likely to help drive some use cases.
6
COPYRIGHT PUBLICIS GROUPE | CONFIDENTIAL
GETTING SAINT
LAURENT STARTED
ON CRM & LOYALTY
CUSTOMER CONTACT INFORMATION AND 1P WILL PERSIST IN THIS COOKIELESS
FUTURE
Epsilon has 258 million known physical individuals known based on person’s physical address, emails, phone numbers
and the devices in the US
We connect to over 200 million individuals online, without third party cookies and in observance of privacy policies and
within the legal framework in US
Epsilon powers the acquisition and retention efforts of more than 3,000 brands across channels in the US
Epsilon works with more than half of the mall-based specialty retailers, half of the department stores and ecommerce
companies in US
Globally, 4000+ marketing databases managed, 75B+ email messages per year, 600M+ memberships managed
LEADER IN CRM PROPOSITION
LEADER IN LOYALTY SOLUTION
Epsilon is the ONLY Provider listed in all 4 functionality segments
Forrester Now Tech:
Identity Resolution, Q3 2020
23.12.21
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23.12.21
10
Do you know who your 10,000 SL US customer are?
Where do they shop, and what they spend on?
How do you currently grow your own CRM file?
How valuable is each customer to your business? And across pillars (to up &
cross sell)?
Do you know valuable SL brand customers shopping at the Department Stores/
online and can you get them to shop with you directly?
3 STEPS TOWARDS BUILDING A STRONG RELATIONSHIP WITH YOUR CUSTOME R
1
UNDERSTAND YOUR CUSTOMERS and
get to know them better than they know
themselves.
Create a ONE- OF- KIND LOYALTY
PROGRAM. That your customer’s will
actually love
ENGAGE CUSTOMER, MEASURE
RESULTS and optimize strategy
A
LEVERAGE PUBLICIS EPSILON DATA TO BETTER UNDERSTAND YOUR CRM/ CO NSUMER
To have a rounded knowledge of your SL consumer & therefore help you acquire and retain with relevance
Saint Laurent can Access to Transactionlevel data
• 950 companies spanning 62 unique
categories
• Marketable universe of 123M consumers
• Real transactions—not modeled or inferred
• Categories include retail, travel,
entertainment, financial services, restaurant
and more
• $392 billion spend by brand tied to apparel,
shoes and accessories, beauty and
department stores. Individuals identified by
name and address and digitally
Lifestyle
Market
Trend
Market
Indicator
Trigger
Analytics
Automotive
ShopperView
Demographic
Financial
National Consumer
Database
Access to Audiences relevant for Saint
Laurent; based on Powerful and
predictive transactional data (modelled)
• 100MM US households
• 3,000 members
• 9.8 billion transactions
• 78 average transactions
per HH
• More than 100,000 statistical models run
every year
• Over $214 billion spend in apparel, shoes
and accessories, home décor and
women’s fashion magazines, Luxury
automotive and beyond
200MM U.S. consumers
120MM HH
2,000+ data points
23/12/2021
13
ACCESS TO LUXURY BRANDS’ & RETAILER TRANSACTION LEVEL DATA HELPI NG YOU BUILD A
STRONGER UNDERSTANDING OF SL AUDIENCES
Luxury Travel
23/12/2021
Luxury Fashion & Shopping
FASHION & SHOPPING RETAILERS DATA ACCESSIBLE THROUGH EPSILON TRA NSACTIONAL DATA
Understand where your customer shops, to help you acquire new ones accordingly.
RETAILERS
BRANDS
Merchant
DSW
Burberry
Calvin Klein
Coach
Elie Tahari
GILT
Gucci
Guess
Hugo Boss
Michael Kors
Nautica
Net-a-Porter
Polo Ralph Lauren
Rent the Runway
Rue La La
Theory
Thomas Pink
Tommy Hilfiger
Topshop-Topman
Tory Burch
Vera Bradley
Steve Madden
Individuals Sales
11,080,998 $2,655,487,103
182,700
$309,531,010
979,298
$166,153,684
2,401,924
$985,498,565
49,915
$28,095,420
44,908
$13,141,370
366,066
$767,529,424
774,186
$164,849,755
129,837
$106,963,521
1,574,850
$633,901,558
493,579
$148,922,201
33,804
$82,128,841
1,858,680
$664,494,361
420,585
$183,210,535
287,159
$313,932,705
56,382
$51,461,825
4,085
$2,775,323
957,319
$180,918,063
60,620
$11,236,211
737,161
$449,166,523
1,712,047
$310,376,764
455,604
$83,617,244
Merchant
Individuals
Sales
Bergdorf Goodman
132,361
Bloomingdale's
7,123,748
CUSP-Neiman Marcus
5,818
Dillard's
9,779,579
Last Call
398,736
Lord & Taylor
1,699,292
Macy's
25,044,047
Neiman Marcus
1,447,200
Nordstrom
15,946,221
Other Department Stores
56,124,715
Saks Fifth Avenue
985,225
$294,312,889
$4,373,969,134
$3,288,489
$6,195,607,190
$196,309,360
$726,753,125
$18,147,046,273
$2,451,857,879
$22,038,989,903
$44,086,185,766
$1,747,053,754
JWELLERY
Merchant
David Yurman Stores
Jared
Kay Jewelers
Other Jewelry Stores
Sterling Jewelers
Tiffany's
Zales
Individuals
Sales
106,213
504,272
794,150
20,287,578
33,943
748,703
541,903
$275,068,748
$586,954,989
$648,932,093
$17,842,401,351
$28,511,008
$1,051,582,383
$430,942,695
We will use this data to help you
understand where your SL customers
shop and opportunities to grow the
brand directly or with partnerships
THE KEY IS GAINING A 360 0 VIEW OF SL 1P AND UNDERSTAND YOUR CRM
BASE BETTER
1.
We will tell you what they do, where & what they purchase to lay out the
strategic foundation of your growth
2.
We will find new-to-file prospects with the same behaviors as your
customers & create a higher lifetime value
3.
We can reactivate the Sleepers in any channel if they stop paying attention
to your earned media
4.
We can convert the Dreamers into customers, driving them through any
channel and measuring the effectiveness
LUXURY DEPARTMENT STORE DRIVES TRAFFIC AND CONVERSION THROUGH PR OSPECTING
SOLUTIONS
THE RESULTS
THE STORY
1:17 ROAS
$850,000
sales in 8
weeks
23/12/2021
Over a
$50,000
spend
o The
client wanted to
find new prospects and
drive them to a grand
reopening event.
o 50,000
prospects
modeled after first party
client data received a
mailing to drive them to
the store with an
invitation and an offer
o
Client generated brand new
identified customers through
offer redemption
o
The offer generated $850,000
attributable sales with a high
level of repeat purchases
within8 weeks
19
Loyalty members
spend
3X
more
than non-members
23.12.21
Adding
5%
more loyalty
customers can
increase profit by 1520%
80%
of
people are more likely
to do business with a
company that offers
personalized
experiences
20
B
USING EPSILON PROPRIETARY CUSTOMER SEGMENTATION TO UNDERSTAND YO UR CONSUMER’S
SPENDING AND GROWTH POTENTIAL FOR SL
VAP Customer segmentation: across the consumer
lifecycle to quantify the
Value of your customers relative to other customers
Attrition risk of defection
Potential to grow wallet share
Inorder to create personalized experiences through
media and owned channels & generate incremental
spend behavior / share of customer on SL.
And use in Media too as LALs of your customers.
23/12/2021
21
What is your current goals/ objectives on Loyalty for SL? (ie freq of visits, spends,
customer profitability?)
Do you have a loyalty program/ value proposition? (eg. Features, benefits)
How does Saint Laurent define loyalty?
Have you been currently validating or assessing if the loyalty value proposition/
program design is working? If yes, How?
Who are your best performing customer? (ie in terms of no. of best customers, freq of
purchase, avg per purchase, avg lifetime value)
STEPS TOWARDS BUILDING A STRONG RELATIONSHIP WITH YOUR CUSTOMER
2
UNDERSTAND YOUR CUSTOMERS and
get to know them better than they know
themselves.
Create a ONE- OF- KIND LOYALTY
PROGRAM. That your customer’s will
actually love
ENGAGE CUSTOMER, MEASURE
RESULTS and optimize strategy
CRE ATI NG S AI NT LAURE NT LO YALTY P RO G RAM, THAT YO UR CUS TO ME R’ S W I L L LO V E
UNDERSTAND
CREATE
MEASURE
Primary Customer Research
Program Design Concept
Ideation
360 Loyalty Diagnostic
Baseline Analysis
Program Design Concept
Development
Pilot Program Design
Persona Creation
ProFIT Financial Modeling
Loyalty Pulse Benchmarking
Competitive/Market Analysis
Customer Journey Mapping
KPIs & Metrics
3rd Party Data Append
Lifecycle Communication Design
Deep Dive Analytics
Identity Strategy
Change Management
Loyalty Machine Learning
VAP Loyalty Segmentation
Ongoing Customer Insights
DE V E LO P I NG THE LO YALTY P RO G RAM CO NCE P T, FO R S AI NT LAURE NT
We use a blend of data, insights, analytics, experience and
creativity to help you design a loyalty experience. We assess
and analyze five critical components (with your input) that
help inform the loyalty design output:
DISCOVERY
EVALUATION
DESIGN
& PLAN
PILOT &
LAUNCH
The Five C’s:
1. Competition
4.
2. Culture
5.
Cost benefit
Customer
3. Company
Deliverables:
• Fully-developed concept design / plan
• Member Value Proposition
• Loyalty business case
The implementation of an integrated
Epsilon PeopleCloud Customer and
Loyalty solution has improved
customer identification, increased
match rates and reach for the client.
INTEGRATING CUSTOMER PLATFORMS
& INCREASING LOYALTY PROGRAM
EXCLUSIVITY
CHALLENGE
This retail chain specializing in clothing and
accessories wanted a loyalty program reboot that
would better engage their young adult audience.
Their customer database was not integrated with
their legacy loyalty program.
They needed real-time messaging, but their solution
couldn’t move fast enough.
Agile functionality, real-time integration with POS
systems & ability to drive business with their
loyalty program were a must.
SOLUTION
First we migrated their customer database to
Epsilon PeopleCloud Customer.
• Created a single view of the customer
• Solution allowed client to handle offline and
online peak volumes and engagement with the
loyalty program (e.g., Black Friday)
RESULTS
8M
loyalty program enrollments
within 36 months
$34M
total transactions
• New central point of truth for customer data
Then, we integrated the Customer database directly
into PeopleCloud Loyalty.
We revamped their legacy loyalty program from
points for dollars, to an exclusive, VIP
experience-based offering with early access to
events, sneak previews and product
introductions.
11%
lift in average order value
since launch
DELIVERY MEANINGFUL EXPERIENCE TO THE CONSUMER, WHILE BETTERING THE
OUTCOMES
Higher unique
click rate
compared to
industry
benchmarks
Increase in
email productivity
for campaign
creation
2X
92%
Increase in
active member
engagement
within
30 days
%
48
Member
program growth
over five years
Higher open
rate for
weekly
newsletter
900%
Increase in
transactions
year over
year
Increase in
conversion
rate
26%
26%
88%
Increase in
margin
13%
GOING FROM UNDERSTANDING YOUR AUDIENCES.. TO BUILDING A LOYALTY PROGRAM TO GROW &
BUILD A RELATIONSHIP WITH YOUR CONSUMERS
Identify and
understand who
your
1P customers are
and where they
spend for strategic
insights and
opportunities
Demographic
and
transactional
profile reports
1
23/12/2021
Create look-a-like
audiences from
prospects spending
with the same
brands and
patterns as your
customers
Modeling for
Acquisition
Reach these
audiences in any
channel
Omni channel
reach (video,
display, social,
direct mail, email,
Connected and
addressable TV
Capture visits
through your first
party cookies and
interest by
collecting email
addresses and
behaviors
Convert visits and
interests into
buyers in store and
online, capturing
more data for
measurement
Site tagging and
retargeting, email
sign ups
Any channel
purchase capture
and identification
Retain customers via
personalization,
clienteling and unique
experiences
engendering loyalty
Strategic
analysis and
consulting to
develop loyalty
roadmap
2
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HOW CAN WE HELP YOU
BUILD A RELATIONSHIP WITH YOUR CONSUMER?
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MERCI
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