Gaining insights that drive revenue: How a CDP reveals customer truths_Agilone_Sun & Ski Sports

1. Gaining Insights That Drive Revenue:
How a CDP Reveals Customer Truths
Jennifer Skeen, SVP, Omnichannel & Marketing at Sun & Ski Sports
Omer Artun, CEO, AgilOne

3. The right customer experience
relies on how well
you know your customer

4. • Foundation of clean, intelligent customer data
• Analytics enabling true understanding of the customer
• Ability to activate data for all marketing, advertising, and
customer-facing teams
Why a Customer Data Platform?

5. • Outdoor Adventure Sporting Goods & Apparel,
Casual Apparel and Footwear, Ski/Snowboard/Bike
Services. In 3 stores Patio Furniture
• 31 Brick-n-Mortar Stores + 1 Website
• Categorization of Stores:
• Resort Mountain Stores
• Mall Stores
• Destination Stores
• Customer First Culture- approachable,
knowledgeable and relevant

6. • Customer Data Profile (360° view of
customer)
• Campaign and Marketing Analysis
• Affinity Reports- Merchandise, Categories,
Brands, Services
• Personalization & Segmentation of
customer experiences
• Connection of customers from market to
market (non-resort to resort store shopping
behavior)
Importance of CDP

7. • Using AgilOne, created reports of customer
contact capture and high repeat customer profiles
that fall outside of normal customer behavior.
• Education of the Executives, District Managers,
Store Managers, and stores associates of the
importance of accuracy over quantity.
• Regular reporting and re-training when more than
the 2 agreed upon generic profiles are used.
• An important outcome of this culture change in
how we measure capture of data is the tracking
of our marketing as it relates to resort store in our
non-resort markets.
Quality Data vs Quantity

8. • Winter Catalog – Top performing direct
mail piece of the year
• Improved revenue by 50% with improved
relevancy and understanding of
audience with AgilOne.
• Match back analysis and hold out groups
to measure lift are key to learning about
our effectiveness.
• Weekly reports can be generated vs pre-
AgilOne CDP only generated after
campaign completion and took weeks
after.
Relevancy & Optimization of Spend

9. Mobile Stor
e
Ecomm Community GEC Social Event
UnderstandKnow Engage
Build single view
of the guest
Enrich guest data
with relevant info
Analyze, segment
to understand
Build relevancy
models
Deliver highly
personalized
1x1 experience
Scaling Authentic Customer Relationships

10. Chat with us at booth
#4045 to learn more