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Adobe Customer Story HD Supply Facilities Maintenance: orchestrating cross-channel marketing. Leading supplier of maintenance, repair, and operations products improves marketing efficiency and effectiveness with Adobe Campaign. “Since moving to Adobe Campaign, our response rates have increased because of our targeted communications across channels. We’re far more productive and efficient as a marketing team.” Kevin Jacobson, Marketing Manager, HD Supply Facilities Maintenance SOLUTION RESULTS Adobe Campaign and Adobe Analytics solutions within Adobe Marketing Cloud CROSS CHANNEL Coordinated campaigns among online and offline channels, personalized every interaction RICH SEGMENTATION Generated and revised customer segments to allow targeting based on broad array of variables, boosting returns RELEVANT OUTREACH Delivered personalized, channel-appropriate communications and offers ACTIONABLE INSIGHTS Reporting based on central data source drove integrated marketing, continuous improvement Adobe Customer Story HD Supply Facilities Maintenance Customized interactions Established in 1974 HD Supply Facilities Maintenance prides itself on providing maintenance, repair, and operations (MRO) products on time, on-site. The company strives to deliver the highest quality products, support, services, and fulfillment in the industry. Just as HD Supply Facilities Maintenance provides customized solutions for customers’ MRO needs, the company seeks to tailor every marketing interaction to meet and even anticipate those needs. To personalize marketing campaigns across online and offline channels, HD Supply chose the Adobe Campaign and Adobe Analytics solutions in Adobe Marketing Cloud. Single-source supplier for 27,000+ products San Diego, California www.hdsupply.com/facilities-maintenance/ CHALLENGES •Coordinate cross-channel marketing campaigns •Consolidate diverse systems and data sets to improve marketing productivity •Enable robust segmentation to power personalization •Streamline and automate reporting for continuous campaign improvement “Using Adobe Campaign, we have coordinated our different marketing processes and have a centralized customer data source for cross-channel marketing.” Kevin Jacobson, Marketing Manager, HD Supply Facilities Maintenance “Previously, we had disconnected marketing processes and multiple sources of information for email marketing, direct marketing, and reporting,” says Kevin Jacobson, Marketing Manager, HD Supply Facilities Maintenance. “Using Adobe Campaign, we have coordinated our different marketing processes and have a centralized customer data source for cross-channel marketing.” Gaining a comprehensive customer view HD Supply Facilities Maintenance is a leading business-to-business provider of MRO products to multiple industries—multifamily, hospitality, educational and commercial properties, healthcare providers, and municipal and government facilities. With more than 27,000 items in stock, strategically positioned distribution centers, and a fleet of more than 700 vehicles, HD Supply Facilities Maintenance provides everything from signage and paint to plumbing repair parts—all necessary for customers to maintain their facilities. The company reaches customers through a 1,200-person field sales team, a comprehensive website, and an expert staff taking phone orders to help customers get the products they need. Additionally, HD Supply Facilities Maintenance distributes 6.5 million email marketing messages to customers and executes roughly 100 direct-mail campaigns a year, each involving thousands or even hundreds of thousands of pieces of mail. Disconnects in campaign management Over the years, as the company marketed to customers through a wide variety of channels, campaign management increasingly became a challenge. Several factors led to long lead times, lack of control, and limited coordination and flexibility in managing cross-channel marketing efforts. The company relied on several disconnected processes, systems, and channel-specific third-party marketing vendors. Direct-mail and email marketing campaigns were managed using different tools and data input sources. Customer segmentation, accomplished using yet another tool created by a third party, lacked flexibility. Segments were largely defined by single parameters such as industry, product category, or past purchases. HD Supply Facilities Maintenance wanted to be able to segment customers on an unlimited set of variables to improve marketing outcomes through personalization. Adobe Customer Story “We use Adobe Campaign every hour of the day. It is our go-to segmentation, campaign management, and reporting tool.” Kevin Jacobson, Marketing Manager, HD Supply Facilities Maintenance For reporting, HD Supply Facilities Maintenance had used Microsoft Access databases—yet another siloed source of data. Reporting had become more like a reactive activity, rather than a proactive part of the company’s marketing success. Without a consolidated, cross-channel marketing platform, marketers could not customize reports and design campaigns for complete, coordinated customer experiences. “Because marketing processes and systems were siloed, we couldn’t get a comprehensive view of each customer,” says Jacobson. “If we sent them an email on Monday and a direct-mail piece later that same week, we couldn’t connect these two activities to be sure we presented relevant, cross-channel messages and offers.” Inefficiencies and delays HD Supply Facilities Maintenance marketers were pulling data from several sources and working with separate systems, making workflows increasingly time-consuming. Setting up email marketing campaigns required multiple rounds of requesting lists, having analysts combine and scrub data, and further manipulating lists—all before a campaign could be launched. Executing real-time email campaigns based on customer behavior or recent purchases was not possible, because even the first step—establishing a clean distribution list—could take up to a week. Direct-mail campaigns were equally delayed, and not as informed and effective as they could be. “Our marketing processes were manual,” says Jacobson. “We wanted to reduce marketing lead times, gain control of campaigns, and become more agile and proactive in marketing to customers. Comprehensive, cross-channel marketing management Recognizing the need to improve marketing returns, HD Supply Facilities Maintenance began looking for a multichannel campaign management solution. In the short term, the solution needed to be able to pull data from SAP to fuel marketing campaigns and reporting. Longer term, the company wanted to integrate with Salesforce.com, as well as call center and marketing resource management (MRM) solutions to be able to personalize campaigns across more online and offline channels. HD Supply Facilities Maintenance also wanted to empower non-technical staff to make changes and manage reporting. HD Supply Facilities Maintenance selected Adobe Campaign. “Adobe Campaign was a great fit for us due to its ease of integration with multiple systems, endlessly flexible segmentation capabilities, and intuitive reporting,” says Jacobson. The company engaged Adobe Consulting to help with implementation. Today, transactional information from SAP is loaded into Adobe Campaign nightly. Master customer information is loaded weekly. The data serves as the basis for coordinated cross-channel direct-mail and email campaigns, as well as integrated reporting with Adobe Analytics. Marketers have immediate access to the common pool of information to create new segments and gain insights. Adobe Customer Story SOLUTION AT A GLANCE Marketing in real time •Adobe Marketing Cloud, including the Adobe Campaign and Adobe Analytics solutions. Capabilities used include: HD Supply Facilities Maintenance can now send out highly targeted email campaigns to customer segments based on a rich combination of customer master data, transactions, and other variables. Marketers can readily define and redefine customer segments on their own to improve control over campaigns. •Visual campaign orchestration •Integrated customer profile •Cross-channel execution •Targeted segmentation •Ad hoc analysis •Adobe Consulting Efficiency is on the rise as well, with marketers saving an average of 400 hours of work for every direct-mail campaign, freeing time for other strategic tasks. Direct marketing has now been brought in-house, resulting in further savings and efficiencies. Email campaigns that used to take a week to deploy can now be implemented in real time or automatically, resulting in additional savings in time and money. “We use Adobe Campaign every hour of the day,” says Jacobson. “It is our go-to segmentation, campaign management, and reporting tool. Today, for email marketing, we just set up a workflow and distribute the emails in real time to desktop users and mobile customers. There are no more long lead times or cumbersome hand-offs.” The marketing team also can use Adobe Campaign to send out automated campaigns that are completely hands off and fully coordinated among channels. HD Supply Facilities Maintenance might discover through analytics that a customer has ordered four times through the call center, but never from the website. Adobe Campaign can send a promotional offer to convert the customer to purchase via the lower-cost e-commerce channel. Adobe Campaign is also used to convert new customers. As soon as data loads from SAP to Adobe Campaign, the system can kick off an activation campaign. When a new account loads, Adobe Campaign can check to see if the customer has made a purchase and has opted in to receive emails. If so, the Adobe solution can send an email to prompt a purchase. If not, it can initiate distribution of a direct-mail piece automatically. Looking to the future, HD Supply plans to integrate with Salesforce.com for lead management, as well as call center and MRM systems to further orchestrate cross-channel customer interactions. Returns through productivity and personalization For more information www.adobe.com/marketing-cloud/campaignmanagement.html www.adobe.com/marketing-cloud/web-analytics.html www.adobe.com/solutions/digital-marketing.html Adobe Systems Incorporated 345 Park Avenue San Jose, CA 95110-2704 USA www.adobe.com “With Adobe Campaign, we get a complete view of every customer—promotions, communications sent and received, and more. That picture continues to get more comprehensive,” says Jacobson. “Since moving to Adobe Campaign, our response rates have increased because of our targeted communications across channels. We’re far more productive and efficient as a marketing team.” Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. © 2015 Adobe Systems Incorporated. All rights reserved. 7/15