ACTIVATE THE LEVERS OF THE CLIENT RELATIONSHIP

Boost customer engagement using marketing activation

Marketing activation consists in activating your data to put the client at the heart of your strategy. Delivering a personalized experience to your clients favors their engagement and therefore their retention. According to ourBaromètre 2019 du Marketing Personnalisé, 84% of marketers want to personalize their marketing, but only 20% of them personalize more than half of their communication. The reasons given are complex and never-ending IT projects, fear of depending on technology, uncertain ROI investments… But what if the solution was adopting a marketing automation tool? A look back at the theme of our third webinar session #workout: Boost your client engagement with marketing activation.

ACTIVATE THE LEVERS  OF THE CLIENT RELATIONSHIP
Quelle nouvelle gestion du parcours client ?

NEW MANAGEMENT OF THE CLIENT JOURNEY?

Quelle nouvelle gestion du parcours client ?

The observation: a drop in mass marketing performance

This observation isn’t new. Since the digital revolution, the relationship between consumers and brands has drastically changed. Hyperconnected, demanding and volatile consumers are running the show. They are highly sought after, saturated by advertising with content they feel too often is irrelevant. According to the Baromètre 2019 du Marketing Personnalisé, 61% of consumers estimate having received offers that don’t match their interests and assume that brands don’t really understand what they want. 


The challenge: agile management of the client journey

The era of mass marketing is over and personalized marketing is the future. Consumers want to engage in hyper-personalized relationships with brands. They want brands to recommend offers that match their expectations. Personalization has become a measure of performance and therefore of ROI. By suggesting the right product to the right client at the right time, marketers can increase their conversion rates and guarantee campaign performance.

For the agile management of these diverse and multichannel client journeys, a marketing automation solution helps marketers activate client journeys by offering automated, relevant and particularly hyper-personalized communication. 

MAKE USE OF CONTACT OPPORTUNITIES AND KEY MOMENTS

Exploitez les opportunités de contact et les moments clés

Several contact opportunities and key moments support the client journey and its lifecycle. According to the step and level of maturity of your contact, you need to adopt targeted, personalized and real-time communication.Each marketing objective has a corresponding program or communication:

  • Attract the potential client => Lead generation

  • Engage the contact => Welcome program and lead management

  • Make it grow => Cross-selling program

  • Enrich your relationship => Loyalty program and lead nurturing

  • Retain the client => Churn management


Example: Activating the e-retail client lifecycle:

  • Attract: The potential client visits the website and signs up to your newsletter => sending a message about ‘newsletter sign-up confirmation and welcome [name]’.

  • Engage/Feed: The potential client discovers the site and the products. They open your newsletter and click on product pages => sending a message about ‘discover the Add to Wishlist option. Then the potential client visits the site repeatedly and adds products to their shopping cart… that they then abandon => sending a message about reviving an abandoned cart and ‘Don’t miss out on your favorite product’.

  • Convert the client into an ambassador: The potential client makes their first purchase and becomes client of your company => sending a message about ‘Welcome first purchase + account creation confirmation + order confirmation’. You can also take this opportunity to recommend similar products (cross-sell).

  • Retain: A satisfied client is a loyal client. Feel free to probe the satisfaction of your client: how did they feel about their purchasing experience?(getting advice/satisfaction survey). If your client wasn’t satisfied, consider messages about reimbursing them and telling them when the product they want to buy is available again, etc.

  • Reward/Feed: Manage your inactive contacts with regular purges and optimized mailings. You can also think about implementing inactive contacts revival scenarios using Welcome Back or Birthday programs, etc.


By automating client marketing programs you:

  • Capture the interactions and behaviors of your targets

  • to interact using personalized communication (message, channel, timing)

  • according to the actions of the client and

  • thanks to the activation of their data

Actito works with partners to unify the data from your different collection sources (sales, e-commerce, web, call center, network products) and easily place them at your disposal. The Actito Datamart therefore provides you with a 360° view of your profiles and helps you improve your client knowledge.

Exploitez les opportunités de contact et les moments clés

THE MARKETER AT THE HELM OF THEIR ACTIVATION PROGRAMS

Once the data are unified in the platform, a marketer is able to use the different marketing automation components in order to be as relevant as possible:

THE TRIGGERS THE TRIGGERS Background

THE TRIGGERS

whether they are predictable (birthday, start date, delivery, end of contract, etc.) or unpredictable (registration, purchases, abandoned cart, navigation web/application, etc.)

THE TARGET THE TARGET Background

THE TARGET

according to the segments, eligibility requirements, the objectives/levers (relational, transactional), levels of engagement, of intention, of potential CA

ACTIVATION CHANNELS ACTIVATION CHANNELS Background

ACTIVATION CHANNELS

according to the event, the value of the offer, the finality of the action (retention, sales, etc.), preference, responsiveness, etc.

THE CONTENT THE CONTENT Background

THE CONTENT

Personalized according to the situation, levers, the objective (one objective per message), the price sensitivity/promotions, motivations, CTA and recommendations 

THE TIMING THE TIMING  Background

THE TIMING

according to the event, the offer, commercial pressure, availability (captured through digital interactions), the behavior (impulsive/reasoned)

HOW TO CHOOSE AN AGILE APPROACH?

Comment privilégier une approche agile ?

Activate, measure and progress!

In other words, start by identifying your quick-win for a fast ROI, which will show you the value of the project. Then,carry out the test and learn to progressively build your strategy and winning scenarios. Lastly, check your performances and continuously adapt yourself according to the analyses, results observed and current developments.

=> If you want to find out more about the agile method, it’s all here.

Comment privilégier une approche agile ?
Cas client : Supermarchés Match

Client case: Match supermarkets

Cas client : Supermarchés Match

Match is a chain of 116 supermarkets mostly found in the Northeast of France and has an annual turnover of more than one billion euro. The company values a strong and authentic client relationship. To improve their retention rates, the brand relies on a personalized and relevant offer that meets the exact needs of their clients at a specified time. 

In the Actito datamart, there are all kinds of data needed to activate client journeys. The data model is star-shaped. At the center, there’s the profile table with contact information and preferences (preferred store, channel appetency, etc.). Around this table revolves the information linked to the profile like perceived advantages, coupons available, segments to which the profile belongs (RFM segment, appetency for the drive, etc). Match has implemented different automatic messages to support clients in their lifecycle:

  • The welcome scenario to enrich the profile data, build the relationship and, on the long term, retain. How is it built? First, Actito questions the e-mail contactability of the target. (If they don’t have a known e-mail address => contact by text message to ask for e-mail enrichment). Then, a welcome message is addressed to the contact that lists the tracers/DNA of the Match company and insists on brand engagements (buy locally, offering fresh food, being a socially responsible company). This loop ends with an invitation to use the Drive and a revival for lapsed users.

This enrichment process helps recover 6% of e-mail addresses and 22% of additional mobile phone numbers. The welcome scenario has also helped significantly increase the open rate of e-mails (+12 points, 32% of open overall). The company has also noticed an increase in the amount of second and third visits, and a net ROI of more than €100.000 (between the end of September 2019 and the start of March 2020).


  • The ‘anti-attrition’ scenario. The idea is to start from an RFM segmentation calculated every month to determine who are the clients that ‘went down’ a segment. According to the step followed => send a voucher, coupon or exclusive promotion to incite them to come back to the store. 

This scenario was put into place in February 2020, with very encouraging results: more than 42% of revisit rates with 12% of the text message offers used during checkout and 33% of the e-mail offers.


=> Note: During the health crisis, Match was able to quickly and easily rethink their strategy thanks to Actito’s agility which allowed them to adapt their messages to the reality in the field: tips, health measures taken by the company, new features of the Drive and Click & Collect, etc.