Working with Exchange Solutions, Canadian retailer RONA solves the challenge of identifying and converting anonymous shoppers to customers in the E-Commerce channel
This webinar is part of the CRMC Webinar Series and features Marie-Helene Cusson, Senior Director, Digital Merchandising & Analytics at RONA.
If you know Retail, you know that Customer identification has always been a fundamental challenge, and even in the world of e-commerce, we have learned that identifying “anonymous shoppers” represents one of retail’s largest untapped opportunities.
RONA is a leading Canadian retailer of home improvement and construction products and services. The company was previously Lowe’s Canada and after a sale to U.S.-based private equity firm Sycamore Partners, the business returned to its roots, rebranding as RONA.
Founded in 1939, the company operates a mixture of company-owned and franchised retailers under multiple banners, including Rona, its big box formats Rona Home & Garden (Rona L’Entrepôt in Quebec), Rona+, as well as smaller brands such as Rona Cashway, Moffatt & Powell, and Dick's Lumber.
In today’s conversation, we share the story of how RONA successfully adopted a strategy to identify the “anonymous shopper” and turn previously unknown browsers into loyal, high-value buyers with a simple, personalized, in-session approach.
The solutions were found through a collaboration with Exchange Solutions, a cloud-based loyalty platform management company that delivers personalized loyalty solutions to B2C and B2B businesses. Toronto based Exchange Solutions has a wide spectrum of clients including retailers such as Esso™ and Mobil™, Sobeys Inc., McKesson, Suncor, Foot Locker and Bealls Inc.
Marie-Helene Cusson is Senior Director, Digital Merchandising & Analytics at RONA, where she leads the company’s digital strategy, data analytics, and online merchandising initiatives. With nearly 10 years shaping the digital evolution of one of Canada’s largest home improvement retailers, Marie-Helene continues to champion customer-centric, data-driven innovation that enhances the shopping experience.
Enjoy this conversation!
Time Stamps for the Time Starved
1:02 - Getting to know RONA
4:29 - Introducing Marie-Helene Cusson
6:22 - The intersection of Customer Loyalty and E-Commerce
7:54 – RONA VIP PRO Overview
9:30 – The Challenge Presented by the Anonymous Shopper
11:55 – Campaigns Designed to Discover the Anonymous Shopper
13:03 – The Lift to Start – Degree of Difficulty?
15:10 – Campaign Results (we get to the numbers)
16:58 – Creating Increased Sales, Margins and Marketing Efficiency
18:58 – Campaign ROI
19:28 – Going Deeper into Campaign Results
20:33 – New Views on Personalization
21:23 – Creating Customer Loyalty Without a Loyalty Program
22:28 – Tips for Retailers
24:48 – A Look Into the Future of Customer Loyalty
26:15 – Q&A with Marie-Helene
32:32 – Closing Thoughts - Choosing the Right Partner
33:59 – Thanks to CRMC and Exchange Solutions