Ever wonder how the smartest brands seem to know the "right" way to reach you, from that first moment and throughout the relationship? The cross-channel journey is an amazing, holistic experience when done correctly with the ultimate endgame of satisfied and loyal customers. Join Kate Duggan, Director of Digital Marketing, Loyalty for Albertsons Companies, and Matt Fischer, Director, CRM Product Management from Rue La La, as they share how they're using the phased approach of crawl-walk-run to map, iterate, test, and overcome obstacles to launch 1-to-1 journeys.

1. #CNX16
Getting Started with Cross-Channel
Journeys
Kate Duggan
Director of Digital Marketing, Loyalty
Albertsons Companies
kate.duggan@safeway.com
Matt Fischer
Director, CRM Product Management
Rue La La
mfischer@ruelala.com

2. Getting Started with Cross Channel Journeys
​ Matt Fischer
Director, CRM Product
Management
mfischer@ruelala.com
​ Kate Duggan
Director of Digital
Marketing, Loyalty
kate.duggan@safeway.com

3. #CNX16
Becoming Cross Channel
at Rue La La
Matt Fischer, Director, CRM Product Management

4. Rue La La
​ Our Vision
​ The most engaging online,
off-price style destination,
connecting world-class
brands to the next-
generation shopper.
​ Our Business
• Over 17MM Members
• 70% of visits are on Mobile
(60% sales)
• Over 7MM emails sent
a day
​ A lifestyle platform delivering premium brands at great value.

5. Digital Marketing is Core to Our Strategy
​ Serve up style inspiration. Every day.

6. New Member Journey
​ Member On-Boarding used to be a “one size fits all” experience
• Disconnect between how a member was acquired
• Our “best guess” of brands and products that would inspire our members to purchase
​ Familiarize Ourselves With Journeys With An Existing Program
What We Did
• Started with a simple journey that
split content based on gender
• Aligned content based on
acquiring ad (e.g. acquired on
luxury ad, give them luxury
content)
• Inserted random test splits for
further iteration (typically 1 version
per 2 weeks)

7. Email Is Great… Mobile Can Be Even Better
​ Push Enablement = App Retention = Deeper Engagement
• Augment High Engagement Emails with Mobile App Messaging
​ Build a foundation for cross channel success through building app subscribers
App Only Secret Sales
Integrated Banners in Boutique Emails
App Targeted Messages

8. Abandoned Cart Journey
​ Use a high engagement point to easily introduce cross-channel journey
What We Did
• Amplified an email with over 30%
OR with a push message
• Simple abandon push message
using data already powering the
email
• 5 minutes to implement

9. Transactional Communication Journeys
​ Create simple journeys across a variety of touchpoints for future iteration/testing
Eliminate technical constraints, constrained only by our capacity to analyze/learn
​ Expand use of journeys across a variety of touchpoints
Order Confirmation Ship Confirmation
Delivery Confirmation
Free Shipping Expiring

10. Win Back Journey
​ Incorporate engagement data to determine the best channel
Initial Email Based on
Previous Visits To Site
Add Mobile Push Based on
Previous Email
Display Unique Offer Using
Engagement Last Touchpoint

11. Lessons Learned
Start with a solid data
foundation – invest a little up
front and reap the dividends
Drive Mobile app adoption to
open up cross channel
strategy
Think Journey First – Use
Journeys to Test/Learn
Quickly
1 2 3

12. #CNX16
Cross Channel for
Just for U
Kate Duggan, Director, Digital Marketing, Loyalty

13. About Albertsons Companies

14. Club Card
1990
Fuel Rewards
1999
Just for U
2010
Mobile
2013
Albertsons Loyalty Evolution
Shaws
Star Market
Jewel Osco
ACME

15. ​ Mobile and
online digital
coupons & deals
​ program
“fun” lives in the
hunt for discount
and the sa1sfac1on
that they got the
best deal.
Consumer Insights study,
March 2016

16. Power of the Personalized Deal
​ Offers ranked same on web and in email from top
purchases to most referred
​ Over 100,000 variations of this email
​ 1:1 Offers to each subscriber. No batch and blast.
Source: SWY and SFMC 2015 Avgs
21.5%
2.9%
10.3%
21.8%
9.4%
43.0%
Open Rate CTR CTO
Grocery Avg SWY PD
+ 224%
+ 330%

17. Just for U Acquisition Channels
J4U
Registrations
flow through
Welcome
series on
Journey
Builder

18. Retail store to mobile
Scan to find
deals - $2.49
down to $1.49

19. Email and Mobile Push
Two better than one
Email and
Mobile push
combined
increase
redemption by
2X

20. Email and Push
​ Email or Push
​ Email still has furthest reach and
lower opt outs
​ Impact for same message in email
and push on same day can be strong,
but test if it’s better to send out
different content in email and push to
same customer, same day
​ Push Dos and Don’t
​ Test into correct frequency
​ Mobile has taken over email as most
intrusive channel; only send your best
content via push
​ Don’t assume iOS and Android
audiences will act the same

21. Lessons Learned
Education for expansion
never stops:
Patience and persistence is
needed to evolve from
traditional single channel
tactics to offline/online cross
channel. Data always helps.
Don’t assume. Test:
Pretty pictures of food or
recipes never beat results
over personalized deals and
coupons. Give the
subscribers what they opted
in for.
Next phase:
2016 goals include not just
cross-channel, but
personalized, automated
cross-channel based on
customer events.
1 2 3

22. #CNX16
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October 4-7, 2016 | San Francisco, CA