Accent Group Limited is the leading digitally integrated retail and distribution business in the Apparel and Footwear performance and lifestyle market in Australia and New Zealand. With over 750+ stores, 35 brands and 40 websites. In addition to exclusive distribution rights for 15 international brands across Australia and New Zealand.
The Business Challenge
We all know how important it is to create a seamless connection between various channels and use digital to efficiently drive sales across the board.
While this all sounds good it can be quite a challenge to measure how our digital marketing investments translated to in-store activity and sales
Some of the business challenges we were addressing were
The influence of Digital marketing efforts on store purchases
Influence of Digital marketing efforts on Store or Offline events
What marketing channel mix is most effective?
What Digital campaigns are driving store sales
Visualize Customer journey from digital to Store
Create Omnichannel marketing efforts for customers shopping across channels.
Solution, Architecture & Integration
To help visualize, report, and create omni channel marketing efforts we took the following steps.
Identify various touch points across digital and Store
Leveraging actionable analytics & experience data
Create Audiences to address opportunities
Identity management & Consolidation
Identities form the foundation of AEP profile and reporting; we ensured that this is consolidated and consistent across touchpoints
Consolidate identities and create a identity management framework
Campaign Tracking Conventions
Review, document effective ways to track campaign performance across digital and store
Create End to end campaign tracking conventions
Report, Analyze & Iterate
Use Adobe Customer journey analytics to report, visualize and communicate performance for business teams
Adobe Stack Set up
Adobe Launch & Data Layer
Tag Management solution to capture web/app events for reporting, and real time contextual data
Adobe Customer Journey Analytics
Create a CJA connection using dataset across digital, Cx & Store to create customer journey reports & visualizations
Collect data from various data sources to be available for Customer Journey Analytics
The Business Impact
As we add more data sources of customer interaction within Adobe CDP, we hope to achieve the following benefits
Customer Journey Across Touchpoints: Ability to report and understand customer trends from digital to store
Customer Analytics and Insights: Leveraging a complete set of interaction data for actionable analytics which then would become foundation for omni channel marketing efforts.
Marketing Mix Insights: Ability to report which marketing channel mix was effective in driving in-store sales and activities
Sample Performance Report built within Adobe Customer Journey Analytics