Transcript for "Attentive Allsaints V3 (1080p)":
Hey, everyone. Thank you for joining us today. My name is Janelle Oberholzer, senior director international strategy here at Attentive. And today, I'm joined by Luisa Muraloni, global CRM manager of AllSaints. Thank you so much for joining us, Luisa. To demonstrate it, can you tell us a little bit more about yourself and your role in evolution within the role of CRM? Of course. So I'll start right at the beginning. I sort of just fell into CRM. I started out in PR, and then, it was COVID, and I was doing a master's. And I worked in store, and there was a role for a CRM assistant going. And Georgie, who actually does the master classes, she hired me, and I started my career there. So I think what they were looking for from myself was just a get goer analytical, but also understanding the consumer. Because it was COVID, everyone was wearing leggings. So we sold so many leggings. But it was really great. It was a great starting job because I got to see the ins and outs of the business. So from doing automations on leggings, there was, like, black leggings, and then we'd have customer preferences. So if they chop black leggings, would they go through a journey through, that way or any different styles because you wouldn't believe there's so many different leggings. And then, after Sweaty Betty, I went to FitFlop, and I'd say this is probably where I learned the most. I think once you understand the surface level foundations, they're building blocks to go on to something else. So outfit flop, we actually onboarded Attentive there. And also there, I learned about HTML, which, thank goodness, it doesn't really exist anymore that much in CRM, but I learned, a lot about consumer behavior there. And then I felt like it was time to go on to the next role, the next step up to All Saints. So then at All Saints, I came in as a senior exec, and I've worked my way up to global CRM manager where, every day is different. The consumer is evolving, so our strategy has to just constantly evolve with that, which means I get to learn every day. And what an exciting journey. Knowing the COVID legging era, I was definitely there. Yes. I don't think I'm out of it yet for my home working place. No. Never. But definitely something I think that's continues to shape us and also help us shape the businesses we're going to. And, of course, as we dive in, can you please share a bit more of All Saints, such an empowerful brand, such a local British brands, but really known across the world about their journey and how they started and how they connect with their consumers as well? Yeah. So All Saints, born in 1994, it was a retail brand. So to go from a retail brand to what we are now, you know, we are on .com, wholesale partners, franchise, we're global. And to scale that up, I obviously wasn't there for that whole period, but we make sure we have a red thread throughout all of our comms. I think that's really important. So what's on paid channels, what's on organic channels, and what's on CRM, so email, SMS, push notifications, making sure there's a red thread throughout all the comms there. But we just you just need to know who your customer is. If you don't have that data, it's really difficult to give the customer exactly what they want. So we're very lucky to have very rich data that we can use to send our marketing comms. So we're a British brand through and through. We are based in London, and it's all about those staple classic pieces for your wardrobe with a little bit of edge. I remember 16 years old, I had my first job, so I saved up a long time for an All Saints leather jacket. And I've still got it to this day, a size six, so I won't fit into it. But it's those pieces that you treasure and, you know, they last tens of years. It's just that staple from a leather jacket to a pair of shoes to pair of leather trousers or even a t shirt. It's sort of part of your identity, and with that is being British. So, of course, I know before you start recording, I told you about my perfect pair of leather heels that I bought from All Saints over five years ago now, but they still get polished and then they're perfect dust bag in the cupboard. And it's still one that comes out for every Christmas party or at any dinner. Is there any pieces you would recommend to the audience today? You can't go wrong with a staple leather jacket. I think it's timeless. So, my staple is a Balfin leather jacket, super soft leather. And the more you wear it, it's sort of like the creases of of memories for what you wear. I'm a very big I'm into music, so I wear it to gigs. I feel cool. I look cool, and each crease is a memory of every gig I've been to. So definitely a Balfour leather jacket. Also a handbags. I'm a handbag girly. So any handbag of ours are just beautiful. And it's amazing to see the brand still really staying with those foundations. Truly connecting to that very loyal, that highly engaged customer Yeah. As well and staying true to the brand in the classic pieces, those staples you have in there year in and year out. That if it's that's the cool leather jacket for the festival or the perfect skirt for a dinner party, it is just amazing to see how the brand stayed very cool to their roots as well. And if we think of that, Louisa, of course, no marketing program is perfect. As we know, the consumer evolves and the world throws many things at us every day. If you can take back when you joined Allstate, what was the state of the union back then when you looked at marketing and CRM? And what was some of the core focuses you focused on to continue to evolve and drive that impact across the business as well? I think CRM at Allstate has evolved massively. I've been there for for coming up to three and a half years. So I remember when I first came, it was a batch and blast. Like, I that's what I say, a batch and blast approach. So I've managed to really get down to the segmentation, making everything a little bit more personalized that we can, with what we have. So to see the shift, it was a big focus on how big the database was, getting it bigger and bigger, and batch and blast, which I think it can lead into very dirty data. So we've moved away from that. We're very highly we follow a very high segmentation approach. And with segmentation, there is actually a very big disconnect with retail data and digital data. And we didn't have any feed come through. So one thing that we've we fixed now is we have all that data coming through to our system. We can segment our retail customers and give them their own different journey because retail customers and digital customers, there is a crossover, but they can be very different. I know myself sometimes I like to go to stores and try on things rather than buy online. So I think CRM is that nice balance between bricks and mortar and online. When I joined, we only had email. We had push, but we didn't really utilize it. So now we have email. We've got push, but that feeds with all of our data and segmentation, and we also have SMS with Attentive. SMS with Attentive, we've seen incredible response to it. Our customers are really, really engaged there. So it's sort of like a mini VIP program or SMS program because they're so engaged there, and it's really great to see as well. And I think it's so, so important as you build these multichannel experiences. And like you said, we know the the shopper experience, the touch points they need versus our online shopper. It's so different. The volume of touch points they need, the types of touch points they need. And like you said, SMS helps us connect with those VIP customers, those loyal customers, the ones that we know we can drive to conversion and drive impact. And it's amazing to see how, as a brand, you guys solved one of the most important problems that was data. Yeah. Because a lot of brands is that's where a lot of the disconnect is is from we focus on the channels, but we're not focusing on the data. And once we get data ready, it is so much easier to really stand up these big, big custom experiences as well. And I'm not saying we're perfect and we have everything in order, but it's million miles away from where we started. And it's very exciting to see what's to come. So I know, of course, you've worked with Attentive as one of the previous brands as well and then past started the partnership with All Saints as well. Why Attentive specifically, Louisa? The main thing for me was compliance. I know people think compliance is very boring, but it's very, very important, especially with SMS and especially in The US. I had many sleepless nights prior to attentive about compliance and SMS, so it's just sort of made me sleep a lot better. Known litigators, captured, and we've got the sign up forms which are completely compliant. You've got the best in class people to guide us with that because we're not all experts in the field. So compliance, definitely. But also we with being All Saints, we've got a very unique look, and everything sort of has to fit in with the website. And you guys enabled us to have sign up units that have the look and feel of All Saints, whilst, also, we have the ownership of the sign up units, which is amazing. We run so many AB tests with the sign up units, which we're seeing really great uplifts from. We can do it across all four regions that we have, and tailor each sign up unit for each region. And then, also, it's just a really easy platform for my team to use at the end of the day. They can go in, create a campaign, create a segment super easy, and it's done. So it's a winner all around, really. Another great thing, that we've worked with Attentive on is a native landing page. So it's a bit separate than our sign up units. It's our newsletter page that is used in stores, to bridge that disconnect there for people to sign up, and it's all powered through Attentive, but it's on our website in a page itself. So at All Saints, we have 80% of customers that are mobile first. We're a mobile first brand, so SMS was just a natural fit. It cuts through the noise. You know yourself. You only receive text from brands you actually like. So, inherently, the SMS customers are super loyal and VIP customers. And that is so important. And I think when we look at sign up units, it's really that first connection with our customers. And for many brands is if we're not focusing enough upper funnel, we're investing all the money in great campaigns, great marketing, great strategies. But But when the customer lands on the site, we want to capture them. We want to engage them in having really engaging sign up units and the option to do it in store, online, on mobile, and on the go. It is so key, and we've seen that, of course, in some of your success rates as well. Louisa, if we dive into a little bit deeper into the numbers, can you share a bit more of the success you've seen as you've build out your SMS channel over the over the last few years? We do have quite a fair few, life cycle programs live. So for example, we've got back in stock, low in stock price drop, banner browse, banner car, all all all that. And the results from those programs alone are absolutely insane. I'm so pleased with, you know, the the revenue from the conversion and the click through. I I haven't seen click throughs like that in in my career. With the sign up units, the two tap, we've seen such better quality of customers and sign ups because there is an extra step for them to do. So if they don't want to do that extra step, they're not particularly interested. So that we've seen such higher engaged customers because of the two tap. The welcome journey, we've seen, 955 times ROI for our welcome program, which is pretty insane in itself. So we're very proud of that one. So our cart abandonment journey is at a 60% conversion rate, which we don't see that on email, so it just proves the power of SMS and a phenomenal 350 times ROI on the abandoned cart journey itself. And that's amazing impactful numbers. That just shows of really how the baron focuses across that customer journey in driving that impact, driving that engagement, but also driving the conversion using a channel they feel they can connect with. Exactly. Yes. So we've seen amazing stats, Louisa, really from sign up to journeys and the impact SMS is driving. What are some of the thought that you've put in when you build your journeys, the campaigns, and truly connecting with the customers as well? So like I mentioned before, we've moved away from the batch and blast, and so we also send very segmented, comms out on SMS also. So we tend to speak to our highly engaged customers, and they've got a lot of flows in the background that will then capture the less engaged customers to bring them back into the highly engaged, sense. We are currently expanding our abandoned brows into more category led. So we have five core categories for abandoned brows, let's say leather, t shirts, shirts, dresses. And then we'll have a tailored journey for each one of those categories that they browse, and then we'll have a generic one for the smaller categories. And Sam, our CSM here, is incredible at, you know, helping us build out these programs, the segmentation set up, because it's still all very new to us. So having that guidance is it's it's great. And do you have any favorite campaigns that you've recently run or that has taken place even back to BFCM? Definitely Black Friday. We actually launched with Attentive. I think it was two weeks before Black Friday. So you can imagine the stress of that, but it worked really well. So we had we didn't have long to build the base. We did bring some UK contacts over from our previous provider, but US was from scratch. So we just built as much as we could, good quality, of course, and we did an early access on SMS. We didn't know how it would how it would land because we were so new especially with The US starting from fresh. And the results from that was just incredible in itself, and I think it proved to the business the power of SMS and the channel. Yeah. And and that's exciting to see, of course, because especially you've had a little bit of the almost the head start in The UK with a little bit of base there. But going into The US, a very unique market and a very unique consumer as well where you have to connect with them and building from scratch. And, of course, it's always exciting to see brands build and especially around the period of BFCM or even then post BFCM coming into the new year when sales changes and everything else has to again build up again, spend especially being a a fashion brand, there is the seasonality. Yes. That needs to be considered as well. So as you think of these different regions, Louisa, how have you had to adopt your messaging on how you cater across these four markets? Yeah. There's a lot of nuances. So we're a global brand. Our core markets are UK, US. We have EU and rest of world. But even if you think about the EU, how many countries are in there? There's different bank holidays, different holidays in itself, the same with rest of world. We have Australia and Mexico in the same segment for for that. So I have a really incredible team that I work with for the copywriting. So we have a lot of copy nuances, obviously, trainers, sneakers, all that. But also, we are very British brand to its core. So I think we have that British sense of humor. So we like to sneak that in here and there. One campaign, we did a subject line that said, what you packing? And it was a holiday vacation edit. Didn't go down particularly well, in The US, but it's us, and we will always just be us. So after we onboarded Attentive, especially in The US, we saw really great results from it. So our click through rate, saw an uplift of 24%, and conversion rates saw an uplift of over 30%. And that is amazing that, alongside the copywriting team, you can still be tongue in cheek, and you can still connect with the consumer because no one wants to see the same template over and over, and it looks like, oh, I've seen this SMS or this email seven times already today, same template, but really connecting with that consumers. And I'm sure there will be a few of them who are like, probably like, that is that is good British humour. And then half of it like, where did I get this email? Yeah. But, again, it shows the open rates are working and the customers are getting them. So always also kudos for for pushing the boat out there and testing testing the waters in a new deal. Yeah. And I think also with content itself, especially in email, we only have a certain amount of assets that we have for that season. So to try and think of new ways to do emails, new themes, when we don't have many new arrivals, we have a certain amount. We're not particularly fast fashion. So there's always a stent, you know, after new season launch. For example, July, August are always pretty dry for the new arrivals. So that's when I think some people would be a bit wary of, oh, gosh. What are we gonna say? But that's when we can actually be creative and think, right, what are we gonna do? I remember last July, Holly Willoughby was, spotted in one of our dresses, and we I don't think I've ever turned an email around faster. We went from getting legal approval to creating the assets to building the email and sending the email out in six hours. It was incredible. And the response to that as well was insane. The click throughs, the conversions, but also in regions you wouldn't expect. Rest of world loved it. So there's a lot of Hollywood fans out there. So when it comes to our content and in CRM, you never know when it's whether it's too much that you're sending and finding that perfect balance. For example, at All Saints, we've got men's wear, women's wear, and all we have to do is test and learn. Sometimes you get things right and sometimes you get things really wrong, but that's okay. So for example, our men's wear customers, they were really disengaged, and we did a lot of testing and data analysis. And we realized that we were just sending far too many comms out to our menswear customers. So we scaled it back, and they're much more engaged, much more higher converting now that we've pulled back in our sense. We do have some women's wear customers that want to hear from us every single day, and they can if that's what they want. So it's all about just the data test and learning and the segmentation that you're putting behind the comms. So it's amazing to see how AllSaints has truly adopted a multichannel experience and really bringing that omnichannel experience to arrive across the world and connecting with those consumers using clever ways and tongue in cheek comments to really get them going. Can you share a bit more as you think of SMS of how you've had to adopt these global strategies, campaigns, and even level of engagement with your customers to truly drive the messaging home and also the conversion as well. Yeah. So we for email sign up, we have 10%, pop up for the 10%, and then if they give their SMS, it's 15% off. We've seen such a high uplift with the intake of with having the 15%. It's worked really well for us. I don't think many brands do that, but it's been very powerful for for growth of our SMS channel. We also have a different strategy on SMS for The UK than we do for The US. I think The US is it's much more in the maturity period with SMS than The UK, so we can send more frequently to them. So we send once a week to them. And then for The UK, we send less frequent, but we have a lot more life cycle programs on in the background. So we've just I think every brand is different, every customer is different, but finding those nuances between the markets and tweaking your strategy with that, it all just eventually evolves. The UK will become a more mature, and I'm sure we can up our frequency. And we're definitely seeing that already. We're seeing that it is not just a channel that people shy away from. It's really one they engage with. And bringing these channels together because there's sometimes, like you've said, it's those classic pieces you share in email, telling the story, bringing the brand messaging home, and SMS helping with the conversion, helping with the adoption, helping with the urgency, but also cutting through the noise Yeah. And getting in front of the customer. If we now think of what's coming, we have a big year ahead and I'm sure as many of the brands, all the changes across the world has had an impact on All Saints as well. How are you guys dealing currently with the pressures from the world, but also thinking of the future and the strategy as we think of the rest of the year and the coming years ahead. I think definitely digital first. Retail is very important, but just thinking more about digital, I think, with AI as well, it's more prominent now. So the business sees such value in our SMS program. So our focus this year is, okay, how do we grow it? How do we get more loyal customers within our SMS program? So we're doing whatever we can to grow that channel, but also grow what's within it. So more automations and flows, more comms within it. I see it as sort of like a best friend in your pocket. I sign up to brands because I want to be the first to hear about what's coming up. And we have a very exciting year at All Saints, so I think SMS is gonna be the powerhouse for that. And you mentioned AI, and AI is such a big part on helping to optimize team's time, really understand the data, and cutting through the noise. How are you guys adopting AI within your SMS programs today? There's a lot of great features in Attentive for AI, so it can help you write the copy. I know my teams use that, quite a bit. Segmentation, we're a small but mighty team. There's only three of us. So it just cuts down the manual work for my team, and they can get so much more done with having to do just a little bit less. So no. It we we harness AI just to help us with the everyday. And that's amazing to you because that's the thing for me. AI is there to give us insight. It helps us to learn. It helps us to make decisions fast because we have the data at our fingertips, and it helps teams to scale and really focus on those other key priorities that is on their plate every single day as well, but still being front of mind, still cutting through the noise, and still engaging with our customers across these key channels as well. Yeah. Definitely. When we come down to planning our content across all the CRM channels, AllSades, we sort of where AllSades were sort of in our own lane, but we like to be a trendsetter rather than a follower. So how we plan our content is we see what worked well previously, so the year prior, the year prior to that because things change. But also, we follow Vogue. We're all we work in fashion. Vogue, we see what's on the runway. So if we see, something on the runway and we know we've got that coming up in our designs, we will jump on that, and we will make it a trend. So we and then any cultural events really like holiday edits, like I mentioned previously, Christmas, gifting, Mother's Day, Father's Day, it's quite extensive planning, but it works. And that is exciting. And talking about our favorite season Yeah. BFCM. Of course, I know a lot of prep is already going into the campaigns, the strategies, how the brand really connects with those consumer, and also the amount of work that goes in ahead of BFCM, making sure our lists are clean, our customers are engaged, and and ready for that key weekend every year. Can you share a bit more, Louisa? What is some of your BFCM plans as we look ahead? So we, tend to do the same offer every year for Black Friday, and I think it it's so inherent that customers wait for it now. Yeah. Like you mentioned, it's all about the prep, making sure our deliverability is at its best it can be because we we send them so so frequently during that period. Also, just making sure we have everything together. We have so many emails going out. Have we got what we need? So this Black Friday, we are looking at doing things a little bit different. I won't spill all the beans. Everyone can wait. But we'll focus on segmentation a lot, definitely. And, you know, those converters, what do we do differently for them if they've already bought during the period? Black Friday isn't just one day now. It's a week long event. So we're I think this year, yeah, we're gonna do things differently. We're not gonna rip up the the book and start from scratch, but segmentation definitely enhance our SMS because, like I mentioned, we were only two weeks into SMS. So, we I'll have Sam, our CSM, to help us with our SMS strategy and also push notifications as well. How can we enhance those cons for Black Friday rather than just generic messaging? Is there anything that we can do behind the data that we have? And I think that's so important. These channels all need to work together because during that week or even the run up to BFCM, there'll be so much noise. It is how do we cut through it, and these channels need to work together if that's that idle push notification, email, or SMS driving that urgency and for brand like All Sains, it's not just about that perfect classic piece for yourself. But like you mentioned, it is gifting as well that is such a big part of the strategy and the vision as well. And as we look at the vision and what is upcoming, is there any exciting projects that you're looking forward to? With us being bricksandmortarand.com, I think it's really important we have that seamless thread throughout. So, Sam, mentioned that we can do a QR code and have the two type in store because at the moment, it's just capturing email, on an iPad. Whereas if we have the QR code in store, the customer can get their phone out. And there's clearly very high intent when they get their mobile out, so they'll just scan the QR code, and then they go through the sign up that way. And what we can do then is create a personalized journey for those customers. We can know exactly what store that they signed up in and send them through their own welcome program to say, hey. Thank you so much for visiting our Spitalfields store, and just, you know, create that one to one conversation with our customer. And as well, the attempts that if they're buying a 500 pound leather jacket, they might want to come in a few times, try it on, see if it fits. It's a considered purchase. So getting their information, their details, we can then, you know, help them with that purchase. And that is also where data plays such a critical role because we're starting to learn about that online shopper, that in store shopper, and we're building that ideal persona. So if you're thinking of a VIP event in store or we know they bought the perfect leather jacket or the perfect pair of shoes, is what is that next ideal product that we need to get in front of them? Is it that perfect t shirts? Is it those classic pieces that really complements what they have already? And data will allow us to be able to do that at scale without having to crunch numbers all the time to think of what is that next perfect touch points. And then my last question and always one of my favorites, what do you love the most of working with Tentive? I think the people, just normal humans, super helpful. Sam, you know, he's always creating segments for us. When I'm really stuck, he'll be there just to help me out. I'm very boringly compliant. I can sleep at night knowing we are fully compliant, and I don't have to worry about any of that. And I love that, Luisa. We really see ourselves as part of our customers' businesses. I always say, we wear your hats with inattentive. But thank you so much for joining me today. It was an absolute pleasure to learn more about yourself, AllSaints, and we are so excited for what is ahead. Thank you so much.