Working with Alternate Options, Canadian retailer RONA solves the problem of figuring out and changing nameless consumers to clients within the E-Commerce channel
This webinar is a part of the CRMC Webinar Sequence and options Marie-Helene Cusson, Senior Director, Digital Merchandising & Analytics at RONA.
If you realize Retail, you realize that Buyer identification has all the time been a basic problem, and even on the earth of e-commerce, now we have discovered that figuring out “nameless consumers” represents one in every of retail’s largest untapped alternatives.
RONA is a number one Canadian retailer of dwelling enchancment and building services. The corporate was beforehand Lowe’s Canada and after a sale to U.S.-based personal fairness agency Sycamore Companions, the enterprise returned to its roots, rebranding as RONA.
Based in 1939, the corporate operates a combination of company-owned and franchised retailers beneath a number of banners, together with Rona, its large field codecs Rona Dwelling & Backyard (Rona L’Entrepôt in Quebec), Rona+, in addition to smaller manufacturers akin to Rona Cashway, Moffatt & Powell, and Dick’s Lumber.
In at present’s dialog, we share the story of how RONA efficiently adopted a technique to determine the “nameless shopper” and switch beforehand unknown browsers into loyal, high-value patrons with a easy, personalised, in-session method.
The options had been discovered via a collaboration with Alternate Options, a cloud-based loyalty platform administration firm that delivers personalised loyalty options to B2C and B2B companies. Toronto based mostly Alternate Options has a large spectrum of shoppers together with retailers akin to Esso™ and Mobil™, Sobeys Inc., McKesson, Suncor, Foot Locker and Bealls Inc.
Marie-Helene Cusson is Senior Director, Digital Merchandising & Analytics at RONA, the place she leads the corporate’s digital technique, information analytics, and on-line merchandising initiatives. With almost 10 years shaping the digital evolution of one in every of Canada’s largest dwelling enchancment retailers, Marie-Helene continues to champion customer-centric, data-driven innovation that enhances the purchasing expertise.
Get pleasure from this dialog!
Time Stamps for the Time Starved
1:02 – Attending to know RONA
4:29 – Introducing Marie-Helene Cusson
6:22 – The intersection of Buyer Loyalty and E-Commerce
7:54 – RONA VIP PRO Overview
9:30 – The Problem Introduced by the Nameless Shopper
11:55 – Campaigns Designed to Uncover the Nameless Shopper
13:03 – The Elevate to Begin – Diploma of Issue?
15:10 – Marketing campaign Outcomes (we get to the numbers)
16:58 – Creating Elevated Gross sales, Margins and Advertising and marketing Effectivity
18:58 – Marketing campaign ROI
19:28 – Going Deeper into Marketing campaign Outcomes
20:33 – New Views on Personalization
21:23 – Creating Buyer Loyalty With no Loyalty Program
22:28 – Suggestions for Retailers
24:48 – A Look Into the Way forward for Buyer Loyalty
26:15 – Q&A with Marie-Helene
32:32 – Closing Ideas – Selecting the Proper Accomplice
33:59 – Because of CRMC and Alternate Options
