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Retail Marketing Personalized, One-to-one, Communication Solution,[object Object]
Agenda,[object Object],Who we are, what we offer,[object Object],Consolidated Graphics,[object Object],EYC,[object Object],The evolution of targeted marketing,[object Object],Where we were: Static,[object Object],Where we are: True one-to-one communication,[object Object],How we can help you can improve the performance of your direct mail,[object Object],The insights to better understand your customer,[object Object],The tools to improve the relevancy of your direct mail,[object Object],Case study,[object Object]
	Denver-based business development group of Consolidated Graphics, Inc. (NYSE: CGX). With 70 printing businesses strategically located across 27 states, Toronto and Prague, and a presence in Asia, CGX offers an unmatched geographic footprint, unsurpassed capabilities, and unparalleled levels of convenience, efficiency and service. CGX’s vast and technologically advanced sheetfed and web printing capabilities are complemented by the world’s largest integrated digital footprint. CGX delivers end-to-end print production and management solutions that are based on the needs of our customers to improve their results. For more information, visit http://www.cgx.com,[object Object],Companies,[object Object],EYC is a world leader in managing and working with continuous customer data such as loyalty card data generated by grocery retailers. The company has built intellectual capital around the management of these large databases, and the analysis of customer behavior to deliver insight backed strategic advice to its clients based around the world. For more information, visit http://www.eyc.com,[object Object]
Best in class solution,[object Object],Specializes in high-speed, high-resolution production of personalized material, including print-on-demand orders, using digital inkjet web technology.,[object Object],Specializes in using purchase behavior data to combine product and brand preferences with sourced vendor offers, providing retailers with an engine that defines and delivers the relevant content and individualized offers their customers will receive.,[object Object],A data-driven, high volume, 100% variable direct mail solution ,[object Object],developed to serve retail marketers. ,[object Object]
Targeted marketing evolution,[object Object],Companies have wanted to be more relevant to their customers but:,[object Object],[object Object]
If they had the data, it was cost prohibitive for them to deliver personalized, one-to-one communicationsFamily,[object Object],Senior,[object Object],Hispanic,[object Object],Single,[object Object],Therefore, customer communications have typically been “one size fits all”,[object Object],SEGMENT,[object Object],STATIC:,[object Object],(One-to-Many),[object Object],Generic mailer,[object Object],CREATIVE VERSIONING,[object Object],(Some-to-Many),[object Object],Creative treatment  #1,[object Object],Creative treatment #2,[object Object],Creative treatment #3,[object Object],Creative treatment #4,[object Object],SEGMENT VERSIONING,[object Object],(Some-to-Many),[object Object],Family creative,[object Object],Senior creative,[object Object],Single creative,[object Object],Hispanic creative,[object Object],FULLY CUSTOMIZED, PERSONALIZED, ONE-TO-ONE MARKETING,[object Object]
Even with demographic information customers may look similar,[object Object],Faith,[object Object],Chicago, IL,[object Object],Name,[object Object],Address,[object Object],Scott,[object Object],Denver, CO,[object Object],Beth,[object Object],Atlanta, GA,[object Object],Holly,[object Object],Dallas, TX,[object Object],Female,[object Object],35,[object Object],$100,000,[object Object],Married,[object Object],Yes,[object Object],At-home mom,[object Object],Gender,[object Object],Age,[object Object],HHD Income,[object Object],Married status,[object Object],Presence of kids,[object Object],Occupation,[object Object],Male,[object Object],32,[object Object],$75,000,[object Object],Single,[object Object],No,[object Object],Sales rep,[object Object],Female,[object Object],35,[object Object],$110,000,[object Object],Single,[object Object],No,[object Object],Analyst,[object Object],Female,[object Object],35,[object Object],$100,000,[object Object],Single,[object Object],No,[object Object],Project  Manager,[object Object],Demographic information does not tell you what is most important ,[object Object],to your most important customers. ,[object Object]
Move beyond “RFM”Leverage brand preference to improve your marketing,[object Object],Relevancy Level,[object Object],Faith,[object Object],Chicago, IL,[object Object],Name,[object Object],Address,[object Object],Scott,[object Object],Denver, CO,[object Object],Beth,[object Object],Atlanta, GA,[object Object],Holly,[object Object],Dallas, TX,[object Object],Female,[object Object],35,[object Object],$100K,[object Object],Married,[object Object],Yes,[object Object],At-home mom,[object Object],Gender,[object Object],Age,[object Object],HHD Income,[object Object],Married status,[object Object],Presence of kids,[object Object],Occupation,[object Object],Male,[object Object],32,[object Object],$90K,[object Object],Single,[object Object],No,[object Object],Sales rep,[object Object],Female,[object Object],36,[object Object],$110K,[object Object],Single,[object Object],No,[object Object],Analyst,[object Object],Female,[object Object],38,[object Object],$100K,[object Object],Single,[object Object],No,[object Object],Accountant,[object Object],Static,[object Object],Last week,[object Object],Bi-weekly,[object Object],$7,000,[object Object],Last week,[object Object],Weekly,[object Object],$8,000,[object Object],Recency,[object Object],Frequency,[object Object],Monetary spend (annual),[object Object],Last month,[object Object],Bi-weekly,[object Object],$4,000,[object Object],Last week,[object Object],Weekly,[object Object],$7,000,[object Object],Versioning,[object Object],50% of cats (organic) Kashi, Stoneyfield,,[object Object],75% of cats,[object Object],Sara Lee, Kelloggs,[object Object],25% of cats,[object Object],Totinos, Axe,[object Object],50% of cats,[object Object],Kraft, Coke,[object Object],Products purchased,[object Object],Preferred brands,[object Object],One-to-one,[object Object]
Coupons are important, but haven’t been effective,[object Object],Companies have responded by distributing 20% more coupons, but they have not increased engagement.,[object Object],During the recession coupon usage increased 14.7 share points.,[object Object],Note: 87% of coupons distributed in 2010 were FSIs,[object Object],Source: NCH Marketing Services Inc, Coupon Facts Report 2011,[object Object]
Bringing households and brands together,[object Object],Faith,[object Object],Family,[object Object],Single,[object Object],Optimized mail #1,[object Object],Scott,[object Object],Optimized mail #2,[object Object],Content optimization engine,[object Object],Beth,[object Object],Optimized mail #3,[object Object],Holly,[object Object],Optimized mail #4,[object Object],SEGMENT,[object Object],Optimized mail 2,400,000,[object Object],The number of unique pieces that can be created and distributed is unlimited,[object Object],9,[object Object]
Offer eligibility,[object Object],Households are scored twice based on their purchase behavior,[object Object],Product/Item level,[object Object],Category level,[object Object],Categories can be customized,[object Object],Item Loyalty,[object Object],Not  purchased,[object Object],High,[object Object],Product loyalists,[object Object],High RFM ,[object Object],Score,[object Object],RETAIN,[object Object],GROW,[object Object],Category Buying Behavior,[object Object],ACQUIRE,[object Object],Low RFM ,[object Object],score,[object Object]
Offer relevancy drives customer migration: Faith,[object Object],What we know about the customer,[object Object],[object Object]
Loyalist: Coke, Easy Mac
Switcher: Diapers, yogurt
Does not shop: Bread, paper towelsOpportunity,[object Object],[object Object],RETAIN,[object Object],Product loyalist so reward to retain with offer for their preferred brand.,[object Object],Faith,[object Object],GROW,[object Object],Customer has purchased, but under indexes vs. peers so receives robust offer for larger pack sizes and multiples.,[object Object],ACQUIRE,[object Object],Customer has not purchased the item but analysis shows peer group has, so receives robust offers to acquire to category and brand. ,[object Object]
Offers change as customer migrates: Faith,[object Object],Opportunities,[object Object],[object Object]
Further develop loyalty to Sara Lee and Danimals
Grow paper towel purchasesWhat we know about the customer,[object Object],[object Object]

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Targeted Marketing Evolution