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Every year since 2015, the Salon du Jeu et du Jouet has brought together visitors around the main players of the board games, video games and toys scene of Quebec. Players, amateurs or more experienced, can discover new games, which they can also test during the event.
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Success Story : Le Salon du Jeu et du Jouet
Marketing automation supporting e-commerce
1
The client
2
The goal
As the Salon du Jeu et du Jouet is held once a year, it is important for its organizers to maintain the interest of their visitors thanks to relaunch campaigns. In addition, the interactions of the profiles in their database differ and therefore require personalized communications.
3
The context
Since 2020 and the repercussions of the COVID-19 pandemic on event organization, the Salon du Jeu et du Jouet has been cancelled two years in a row. In order to revive the craze and offer an alternative, the client decided to put a mystery box up for sale. The challenge therefore laid in promoting and converting visits into purchases on the website.
4
The solution
Beyond a simple communication by email, it was important for the client to properly use the data of its subscribers in order to create a coherent customer journey and relevant reminders. This is why the use of Actito scenarios and targeting tools has proven to be an asset in their sales strategy.
-> Indeed, the client first started by targeting all of his subscribers, then he sent a reminder to those who opened the email but did not click on the link redirecting to the store and finally a reminder to those who opened the email, clicked on the link but did not finalize their purchase, thus accompanying the profile with a complete follow-up scenario from the first contact until the conversion of the purchase.
5
The result
After each email, the site recorded sales of mystery boxes directly related to it. This strategy generated 70% of total box sales in just one month. In comparison, Facebook ads have not generated any direct sales for several months. This demonstrates the importance of the use of scenarios and targeting tools compared to a simple one-shot email, combined with the reactivation of inactive profiles, which can be more interesting than the simple concentration on attracting new leads.