NM Jeff Rosenfeld: Director of Customer Insight & Analytics
Company Overview Premier luxury retailer recognized for exceptional merchandise and superior customer service 42 stores NeimanMarcus.com Neiman Marcus catalogs World-famous Manhattanbased ultra-luxury shopping destination 2 stores in Manhattan BergdorfGoodman.com Off-price division offering a mix of direct-from-designer merchandise and items straight from full line stores 30 outlet stores 3 studio stores LastCall.com Luxury for the home, with a wide range of styles from classic to contemporary Horchow.com Horchow catalogs Fun, welcoming & modern shopping experience featuring accessible contemporary fashion 6 boutiques Cusp.com Rolling out within all 42 fullline NM stores by Dec. 2012
The Neiman Marcus Customer Demographics 87% female 47% are 29-54, 33% are 55 and over (online customer skews slightly younger) ~75% have an avg. household income >$100,000 66% are employed Shopping Behaviors 93% spend at least six hours per week online 36% of their general spend and 38% of their fashion spend is made online 50% research online before shopping in NM store
Neiman Marcus on Social Media 540,403 fans 3-4 avg. posts/day 63,390 followers 14-15 avg. tweets/day 652 subscribers 670,526 total video views Marketing innovation ThinkTank L2 awarded NM and BG with a Gifted Digital IQ rating, ranking them #12 & #22, respectively among specialty retailers; NM climbed 11 spots 8th Bridge Retailers on Facebook Report NM, BG & Horchow ranked "Superior" Neiman Marcus rated #7 apparel retailer Neiman Marcus was the most successful retailer generating Likes from posts
The Early Days March 2009: Connected to Twitter API via SAS to produce keyword based daily and weekly tweet summary email newsletters. November 2010: Connected to Facebook API and integrated Facebook posts to existing newsletters. Added a monthly summary that is emailed to senior executives.
Email Newsletter Overview Keyword based email newsletters are sent on the following topics: Competitive Promotions Example keywords include: markdown, discount, coupon, promo, offer, gift card, shipping, gwp, etc Customer Service Example keywords include: staff, personnel, customer, service, sales person, sales associate, salesman, etc Loss Prevention Human Resources Random tweets/posts on the respective NMG brands
The Social News Weekly: Random Neiman Tweets or Posts -T -neiman marcus has it in stock and there was a free shipping coupon last week I ordered it had it in 3 days -T -Bergdorf Goodman New Arrivals @LastCallNM Save up to 75% off original prices on exclusive selection of women's designer apparel, shoes,... -T -Check out our Neiman Marcus $100 gift card Sweepstakes on Facebook! http://t.co/dfamora9 -T -Hey yall please come out March 3rd, 2:00 pm at the Neiman Marcus Store At The Shops In Willow Bend, 6121 W Park Blvd for Belle of The Ball -T -Just remembered there is a Neiman Marcus cookie in my glove compartment. Scoreeeeeeeee! -T -Neiman Marcus launches multichannel Louboutin anniversary campaign for social interaction: Department store chai... http://t.co/ysf5mdgb -T -Time to go shoe shopping! RT @dcscout: Through 2/27 take an extra 25% off all women's shoes + bags @LastCallNM stores + http://t.co/uo8l5amk -T -What Recession? Neiman Marcus Christmas Catalog Offers $75000 Yurt - Join Talk at: http://t.co/hdqgelxo -T -YSL graced the runway at Neiman Marcus at the Cherry Creek Mall http://t.co/xelkqsg3 -T -The complete list of 76 gifts in the spring Neiman Marcus Beauty event. http://t.co/ggr8lztr
The Social News Daily: Competitive Promotions Neiman Marcus -T -Free Shipping on orders over $75 at Last Call by Neiman Marcus - Use Coupon 'LC75MAR' http://t.co/asu1zufi -T -Have you redeemed your Last Call Reward gift cards? If you shop with your NM credit card, you earn $25 for virtually every $250 charged. -T -Our Friends & Family Event has kicked off early on http://t.co/uo8l5amk! Take an extra 30% off your entire purch w code FRIEND at checkout. -T -http://t.co/u5w5uqae Neiman Marcus coupon: Extra 25% off sale items + free shipping Saks -F -Dont miss our 'March Beauty Offer Of The Month'...Saks Boost RRP \u00a348 NOW \u00a334 this relaxing hour long treatment includes a half an hour Elemis back massage and a half an hour Elemis facial, the perfect antidote to a hectic lifesytle, peace perfet peace...at least for an hour :-) CALL NOW TO BOOK 01670 737377 -T -Clinique Gift Set FREE with Saks purchase coupon from Instant Discount Coupon - http://t.co/enl08hqn -T -I love that @saks has consultants that call to update on sales/products, offer to pull new items for me to come in & see. (cc @tuckedstyle) -T -I uploaded a @YouTube video http://t.co/igyvx6sv Clinique GWP at Saks -T -Saks Fifth Avenue Men's Collection: Take $25 off your order of $150 with code SFAMCA! Offer ends 4/01/12 <a... http://t.co/pzbupmor Nordstroms -T -Enter to Win $100 gift card to Nordstrom Wednesday at Dragonfish! #constantcontact http://t.co/h1ycjtof -T -Nordstrom 50% off coupon for this weekend! http://t.co/puuc8hfq #PLUG -T -http://t.co/a4zp2nw4 Nordstrom Private Beauty Event: GWP for Lancome, La Mer, Clinique, SHISEIDO and more Bloomingdales -F -Spring has sprung! Join us in The Spa to pamper yourself and prep for warmer weather with our new body and nail treatments, including a special pedicure offer with our neighbors at Bloomingdale's! -T -uh oh @Bloomingdales friends/family coupons just got sent to us at work...bye bye money
Quick Summary: The Wordle
How it s used Marketing Identifying tweetstakes winners Monitoring competitive promotional activity Loss Prevention Lead generation for theft, employee discount abuse, etc. Customer Care Identifying upset customers
Loss Prevention in Action Employee discount abuse Flash mob Theft
Customer Care in Action 11
Launch of Visa/Mastercard acceptance When Neiman Marcus began accepting Visa and MasterCard in November 2011, Radian6 showed spikes in conversation around relevant keywords Twitter conversation spike at launch News spike 12
Project Runway All Stars Radian6 helps monitor consumer conversation around the Project Runway All Stars initiative, for which Neiman Marcus sponsored the Accessory Wall and lent fashion director Ken Downing as a guest judge Conversation spikes around each episode 13
Attensity Text Mining Recently Neiman Marcus started using Attensity to text mine social media Social comments about Neiman Marcus are primarily positive
Compliments Drill Down Spike in positive comments related to marketing/promotions during major sale event.
Complaints Drill Down
Merchandise Deep Dive
Tweet Deep Dive
Questions? Email me at: Jeff_Rosenfeld@neimanmarcus.com