off broadway shoe warehouse

MARKETING
OFF BROADWAY SHOE WAREHOUSE
Jan Mauldin
Good is
the enemy of
great
“
”
- Jim Collins
Fire Bullets,
Then Cannonballs
33
%
of total marketing budget
in 2014 was allocated to
customer facing initiatives
COMP SALES DOWN
.4%
TRAFFIC DOWN
7.3%
LOYALTY MEMBERS
1,499,483
BRAND
BOOK
2015
REGIONAL
PROGRAMS
END OF YEAR
2015
%
2.4
COMP SALES UP
%
3.5 2,483,408
TRAFFIC DOWN
LOYALTY MEMBERS
2016
MARKETING
MARKETING SPEND
60% of total marketing budget going to customer
facing communication vs 33% previously
3,000,000
2,500,000
$3,900,000 total spend
$2,130,000 total spend
2,500,000
2,000,000
1,500,000
1,500,000
1,400,000
1,000,000
500,000
630,000
0
2015
includes grand openings
Regional
2016
Digital
includes grand openings
REGIONAL
PROGRAMS
2016
OB SOCIAL
FOLLOWERS/FANS
Jan 2015
Jan 2016
135,930
163,050
5,507
5,263
2,900
5,039
2,895
4,815
56
72
52
115
POSITIVE
GROWTH
Social contests on Facebook, Instagram and
Pinterest contribute to follower growth
2016 will leverage power of social to increase
follower base, reach more consumers and
increase referral traffic to ecomm site
%
29
of shoppers use social media
when making purchase decisions
2016
LOCAL LISTINGS MANAGEMENT
Focus for 2016
Leveraging an industry leader to correct listings
- Platform will manage duplicate listings, check accuracy and
consistency of each location across hundreds of directory sites
Currently, process to identify
incorrect/duplicate/closed listings is manual
Ongoing process
STATE OF LOYALTY
3.3
66%
87%
58%
BILLION
loyalty program
memberships are in the US,
an average of 29 per
household
of total memberships in
loyalty programs, don’t
actively participate in those
memberships
of consumers want a
customer loyalty program
of retailers lack the data
or skills to create
personalized experiences
WHAT HAVE WE DONE?
2014
Coupons
Rewards
Purchase dates
Prospects
SMS information
2015
Rewards
Favorite
stores
Demographics
Email
Coupons
information
Customer
Prospects
Points
SMS
information
Top
brands
Purchase
dates
OUR TOP CUSTOMERS
65 69
%
ARE MARRIED
%
HAVE ONE OR MORE
CHILDREN
5
PURCHASES
IN THE LAST MONTH
65 39-59 128
%
HAVE INCOME LESS
THAN $50K
HAVE SHOPPED
IN THE LAST
YEARS OLD
DAYS
2015, over 1.2 MM Loyalty
Customers shopped
Off Broadway Shoe Warehouse
Customers are staying active in the
program, even those who enrolled early
2013 – Enrolled 525k
36% Active in last 12 months
2014 – Enrolled 974k
29% Active in last 12 months
Customers redeemed over
170k rewards, 98% were
redeemed in store
Projecting over 200 million emails in
2016
Average customer will receive 163
per year
Over 3 per week
2016
USER EXPERIENCE (UX)
ROAD MAP
Store Inventory
Look up
UX Re-design
(3rd Quarter)
Mobile #
Enrollment
for Loyalty
(March 17th Pilot)
Mobile App
RewardsFocused
(2nd Quarter)
Additional
Fulfillment
options –
Connect
customers to
inventory from
any channel
(4th Quarter)
TEXT ENROLLMENT
Text Join to 69979
Customer enrolls at point of sale for
Rewards. Email address is not required,
but Mobile # is collected.
Customer replies
to text with Email
Address, Zip Code,
and Name
Customer receives Welcome Email and is
enrolled in Rewards Program
Customer receives welcome text, and
prompts for Email Address to complete
enrollment.
Customer can
reply directly to
text with their
email address
TEXT ENROLLMENT
1. Take out your phone and text ichoosegr8 to 69979
2. Reply to the text with your email address
3. Check your email