Mastering the Complexities of Multichannel Digital Marketing
"The purpose of marketing has not changed, but the technology has changed," Jim said. "Now that we are smarter about—and faster to respond to—the customer, the key is to make sure that we still listen to customers and synchronize touchpoints to recognize people across channels. We've learned a lot by combing through the data, inserting touchpoints at conversion points (a video watch, certain session length, repeat purchase, email behaviors, change of address, etc.) and encourage customers to engage with us across a richer journey. We greet you at each new interaction, informed with data from the past—which customizes the experience as much as possible.
"That translates to higher share of wallet, as Staples becomes important to both business and personal needs (customer need), both office and technology needs (product offering), and offline and online (multichannel)."
Not all customers are created equal, and a huge benefit of CRM-driven marketing is to treat all customers well, but some customers better/differently. This allows more personal and custom experience, and builds brand loyalty—especially in competitive, price-driven markets.
"We deliver packages really well," Drew said. "But when there are concerns, customers can be pretty vocal via social media, so you have to do a good job of addressing the needs of all customers, even when you mess up."
One approach Drew shared: "We encourage all our team members to be patient, passionate and persistent. With a 'Good, better, best' approach, we can help employees be the champions of our customers.
"Change happens from the work of champions," he continued.
The data that matters to us most is our own delivery performance data—we need the ops teams to play well with the marketing team, Drew said. Staples starts with basic Web behavior—views, clicks, purchases—but quickly augments with demographic data from online accounts and the loyalty program. "We find that a mix of data is most helpful to understanding the next-best offer," Jim said.