RetailT
echnology
state of engagement its contacts are in at all times. Responsys Interact enables the retailer to execute cross-channel marketing campaigns and deliver a fully orchestrated marketing campaign across multiple platforms. Marketing orchestration allows Crew Clothing to segment its customer base to establish one-to-one relationships with customers and target them with the right message, on the right device, at the right time. Re-engaging lapsed customers is a
specific focus for Crew Clothing. “Many factors influence open rates, including relevance, profile, and preference,” explained Elia. “However, once we had encouraged a lapsed customer to open the email, we needed to ensure that the content they found motivated them to take action.” Crew Clothing worked with Oracle Marketing Cloud to devise a methodical way to test all the elements, such as what is the user base interested in? What constitutes an ‘incentive’ for them? Do they prefer an educational or sales tone? What
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device are they opening the messages on? “This gave us what we needed in
order to optimise the emails for each audience segment,” said Elia. Giving the example of an abandoned browse on the Crew Clothing website, Elia explained the process. “Assuming we can link the visitor to an email address through an email or our catalogue, we can see what products they viewed before leaving the website and that information goes into our database through Oracle Marketing Cloud.” “We can then trigger an email 20
minutes after they left the website asking them if they’ve seen any of these t-shirts recently and including a list based on what they previously viewed.” If they don’t go on to purchase via that email, Crew Clothing might try a different tack and suggest another product category a few days later, depending on the customer profile. “After that, they’ll exit the programme whether they bought anything or not and go back into our normal mailing list,” explained Elia. “We remove them from all other
emails when they’re in that programme so they don’t receive the normal batch and blast email. Depending on their behavior when they’re in that programme, we can then decide on what next to show them.” Elia also says that although it takes a
bit more time to set up these campaigns in the first place, the long-term benefits are undeniable. For Elia, the true test of any engagement campaign lies in the number of re-permissions, ie: the opt-in status of list members. “This was really what we wanted to get
from the campaign as with more ‘active’ users we can learn how to connect with our customers on a personal level. By applying segmentation and having a focus on re- engagement we outperformed our email marketing campaign targets and boosted revenues in the process through higher conversions,” concluded Elia. “Operating in a really competitive
market like retail, this is no mean feat. Every percent change has a great impact on revenues.”
Autumn 2014 49
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