49% of consumers want a seamless shopping experience across all channels.

Accenture Seamless Retail Study, 2013

In 2013, smartphones will overtake PCs as the most common web access device worldwide.

Gartner

31,900,000 US Twitter users

There are 750,000,000 Facebook mobile users (up 54% from last year)

93% of US online consumers are email subscribers, and receive at least one permission-based email each day.

ExactTarget

1 in 3 consumers use their mobile phone to research products in-store.

Cisco Internet Business Solutions Group

67% of consumers are more likely to buy a company’s product or service if their website is mobile-friendly.

Google/Sterling Research/SmithGeiger

Social Mobile Email Web

4 Cornerstones of Cross-Channel Marketing

Website

• Where buyers engage first• Enables access to content• Promotes subscription

Website

Unlike email inboxes, where most people are accustomed to abundant marketing messages, customers still consider their phones a personal and highly valued space.

Take every opportunity to connect with new customers via mobile, relating to them in the spaces where your brand already has visibility.

• In the inbox. • In the mail. • In the store. • On your website. • On social networks. • In your CRM.

Once a subscriber has opted in to receive your text and push messages, you don’t want to wear out the welcome mat—or go radio silent. Just as you would welcome email subscribers with a series of welcome emails, your mobile messaging strategy should help your new subscribers get to know you, and it can take anywhere from 10 days to two months, depending on your goals.

Remember that subscribers expect communications that speak directly to their behaviors, preferences, and history with your brand. As you welcome your new subscribers, keep in mind your targeting criteria (like previous shopping experiences) to make your welcome messages valuable from the start.

Customers who interact with your brand through mobile-specific channels are among your most engaged.

• Send dynamic coupon codes. • Promote your app. • Ask mobile subscribers to join your email database. • Promote your brand’s social media accounts.• Tie in current events. • Set up a keyword response program.• Send a countdown. • Take a vote. • Send a data-triggered message. • Enhance SMS with APIs.

The more data you collect about your mobile subscribers, the more your mobile strategy will become increasingly personalized and less “batch and blast.”

• Offer important content through mobile.• Incentivize subscribers to reengage.• Incentivize them immediately post-transaction.• Use mobile messaging to follow up after

person meetings

Accumulating thousands of fans and followers does not mean you have a social media strategy!

To monetize social media, brands must develop a plan to convert fans & followers to email subscribers.

• 29 years old• Married• Mother of a five-year-old daughter and a

two-year-old son• Elementary School Teacher• Long-time catalog customer and Facebook Fan but not a

current subscriber• Has a monthly 'neighborhood knitting night' which is really just

a reason for Stacie and the rest of the ladies to drink wine and catch-up while their spouses watch the kids

Consumer Journey

Meet Stacie

When the shipment arrives she notices that the

packing materials contain a post card publicizing a

sweepstakes

She types in the URL for the landing page and is

redirected to the contest’s SocialPages on

Facebook

Stacie bought the heart cookie cutter set

because she is making cookies for her class at

school

Enter our sweepstakes!

cookstore.com/enter

Web purchase

Social Capture

Stacie enters the contest and selects the option to opt-in to

promotional messages from the retailer so that she can be the first to find out about similar

offers

Email Address:

stacie@portland.net

Thanks for entering!

Tell us more!

Web Customization

Since Stacie entered a contest relating to a cookbook, we

drop her into the Cookbook section of Cook’s

Tool area of the site

Cookbooks

Stacie uses guided selling tools to look for other related

cookbooks

Find a Cookbook

1. What kind of food do you want to make?

She browses items, even adding a cookbook to

her cart

Add to cart

Fresh + FastCooking

But decides not to purchase

Find a Cookbook

2. How experienced are you with cooking?

Find a Cookbook

3. How much are you wanting to spend?

Email Recommendations

Triggered email sends a remarketing message for

the cookbook based on Stacie’s web behaviors

Remember this book?

Promo Code

Fresh + FastCooking

Stacie reads the email at work but accidentally deletes it

Social Interaction

Stacie Smith @StacieSmith

@CookStore I accidentally deleted my coupon. Can you help?

CookStore @CookStore

@StacieSmith Sorry to hear that Stacie, we have resent the email to you. Let us know if there is anything else we can do for you.

In-Store Purchase

Stacie stops by the mall and buys the recommended

cookbook with her promo code.

She requests an eReceipt

The eReceipt contains a bounce back offer

with upsell opportunities

eReceipt$20.71

Fresh + Fast

Cooking

Thanks for your purchase!

Have you seen these?

Email Personalization

7 days after her cookbook purchase,

Stacie receives an automated rating/review email

She is also invited tojoin the cookbook club

Review your purchase

Fresh + Fast

Cooking

Triggered Send

+7 daysJoin our

CookbookClub!

Triggered Send

+14 days

She joins and adds her mobile number to her profile

so she canreceive mobile alerts about local cookbook

club events

Stacie Smith’s Profile

scrapbooking

Mobile Promotion

Based on her preferences

Stacie can receive an SMS alert about an upcoming local event

Or receive an email about an upcoming

event

Cookbook Club NewsletterFebruary

baking

musicreading

Cookbook Club Eventat NW23 & Flanders

this Friday.bit.ly/a3m4

Stacie’s Consumer Journey

Email Address:

stacie@portland.net

Add to cart

Fresh + Fast

Cooking

@CookStore

Review