send15 | una strategia di customer engagement che integra in store e online, passando per la...
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Una strategia di Customer Engagement che integra in store e online, passando per la LoyaltyIl caso Original MarinesDavide Basile, Retail & Digital Marketing Specialist
#SEND15
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Dove ci siamo lasciati?2
un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Dove ci siamo lasciati?3
un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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Percorso graduale di arricchimento del programma di digital direct marketing Fase 1: database- Riqualificazione dei contatti esistenti- Creazione di un database unico- Pulizia costante dei contattiFase 2: email experience Original Marines- Aumento e costanza della frequenza di contatto- Creazione di un template riconoscibile- Arricchimento dei contenutiFase 3: 1to1 omnichannel- Messaggi segmentati- Pertinenza nel ciclo di vita degli utenti, dalliscrizione alla newsletter, allacquisto- Buoni sconto digitali da redimere in negozio- Design responsive
Digital direct marketing | strategia
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un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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Obiettivo 2015: centralizzare (ed utilizzare al meglio) i dati
Global customer profileProfilazioneclientiAnalyticsContattoclientiMarketingactions
WebformFacebookContact centerWebsiteFacebookGamingIn storeCustomer careReportingRicerche di mktgConsumer insightsSalesDMPromo ad hocDEMSMS
Loyaltyprogram5
un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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Marzo 2015: arriva MyOriginal!
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un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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MyOriginal: ponte tra instore e onlineInstoreOnline
ACCUMULO PUNTI
SPESA COUPON SCONTO
ISCRIZIONECOMPLETAMENTO PROFILOGENERAZIONECOUPON SCONTO
WELCOME EMAIL
RAGGIUNGIMENTO COUPON SCONTO
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un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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MyOriginal: il direct come leva per guidare i clientiInstoreOnlineACCUMULO PUNTISPESA COUPON SCONTO
WELCOME EMAILISCRIZIONERAGGIUNGIMENTO COUPON SCONTOCOMPLETAMENTO PROFILOGENERAZIONECOUPON SCONTO
PUSH SU DB NON FIDELITY
PUSH SU DB FIDELITY + PUNTI
INIZIATIVE AD HOC(doppi punti, promo, etc)
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un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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MyOriginal: i primi dati500.000 card attivate in 6 mesi Scontrino medio +50% rispetto a quello del cliente non fidelizzatoLANCIOSALDIDOPPI PUNTI9
un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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MyOriginal: le fonti di accesso
CONVERSION1,9%
FREQUENCY2,4/trimestre
AVG. SPEND96CONVERSION11,6%
FREQUENCY2,9/trimestre
AVG. SPEND114ONLINEOFFLINE
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un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
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Doppi punti se acquisti 1 tuta!
Il 48,6% dei clienti fidelity che hanno effettuato almeno un acquisto nel periodo di riferimento, hanno aderito alliniziativa, generando 33.535 scontrini e uno scontrino medio di 73,96 (+32% rispetto allo scontrino medio fidelity del periodo).I doppi punti hanno portato anche un incremento del +63% nel numero di card attivate rispetto alle 3 settimane subito precedenti alliniziativa.
Un esempio di promozione multicanale
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un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Restyling del template con design responsiveSubject: nata MyOriginal: scopri i vantaggiData di invio: 13/03/2015Contenuto: lancio programma fedelt e box promo doppi puntiCirca 40% aperture mobile00:02:06 durata media di ogni visita
MyOriginal: email di lancio
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un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
13Nel 2014 e nei primi mesi del 2015 si riscontrato un trend di crescita importante del traffico da mobile (+16.8%) sul sito Original Marines unita ad un decremento delle visite da desktop (-19,73%).I dati a supporto della scelta design responsive
un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
14A Marzo primo invio email con template in responsive design: le linee Desktop e Mobile cominciano ad avvicinarsi fino a giugno 2015, punto in cui le aperture da mobile superano le aperture da desktopI primi risultati della scelta design responsive
un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
15Da Marzo ad Ottobre il trend osservato continuato ed stato accelerato dallintroduzione del design responsive delle mail.I primi risultati della scelta design responsive
un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Email di servizio a supporto del programma loyalty
Double opt-inRecupero passwordSegnalazione Customer care16
un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Buoni sconto digitali da redimere in negozioDesktopMobileDesktopMobileDesktopMobile
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un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Email di compleanno con data dinamica
DesktopMobileDesktopMobilePer i genitorie per i bimbi18
un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
E i risultati si vedonoSono cominciati gli sconti di met stagione!OR: 20,1%CTOR: 51,7%
SALDI Fino al -50%. Lattesa finita! OR: 12,3%CTOR: 30,2%
Vacanze finite? ora di scoprire la nuova collezione.OR: 10,9%CTOR: 38,0%
Un regalo ti aspetta in tutti i negozi Original Marines OR: 24,5%CTOR: 10,1%
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Database enrichmentFocus su mobile + drive to storeInternazionalizzazioneObiettivi 201620
un evento organizzato da #SEND15This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
GRAZIE
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