My Blue Pie
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My Blue Pie



My BluePie is an interactive, cross media demo application. It is fully powered by L2's cross media platform, Fuse. ...

My BluePie is an interactive, cross media demo application. It is fully powered by L2's cross media platform, Fuse.

My Blue Pie demonstrates the essential components of a fully interactive, cross media marketing application:

- variable data publishing (VDP)
- cross channel integration (web and print)
- geo-tagging
- web-to-print automation
- social/viral functions
- data-driven product recommendation



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My Blue Pie Presentation Transcript

  • 1. MyBluePie
    A Fuse® demo app
  • 2. The scenario:
    BLUEPIE’s long term objective – become largest premium pie retailer/distributor in the country
    Regional success in the northeast – national expansion of retail outlets
    Data to analyze retail metrics/key performance indicators
    Identify different levels of brand loyalty
    Customer engagement/loyalty program
    Centralized data management
    Marketing objectives: Customer loyalty program & gathering new customer data
  • 3. BLUEPIE: Distribution
    Pie Café (retail outlets)
    Franchised and corporate owned
    The BLUEPIE experience – enjoy pie & hang out Wi-Fi, music, cappuccino etc…
    Also offers other dessert products & beverages
    3rd party distributors
    Grocery stores
    Bakery chains
    Restaurants chains
    Ships anywhere in the US and Canada
    Place orders online, gift shop, send a pie, customized pie orders etc…
  • 4. My BluePie: marketing application
    Self efficient, data centric direct marketing communications application – powered by Fuse
    Build customer loyalty/relationships through personalized communication (web and print)
    Continuous customer engagement
    Single application
    Captures, tracks, updates and reports data
    Automates & personalizes multichannel communications
    Email, direct mail, PURLs & data collection sites
    Trigger based events (actions based on actions)
    Workflow automation
    Same record layout for existing and new data
  • 5. Channeling customer data
    Pie Café
    Personalized Comm.
    Data comes from customers
    Data is collected thru each distribution channel
    All data is funneled into Fuse
    4) Combined w/creative, Fuse generates personalized collateral
    5) Personalized collateral is sent to customers via various web and print channels
  • 6. Collecting customer data: examples
    3rd party distribution
    Pie cafés
    Coupon code:
    BluePie online
  • 7. Cross media/multi-channel strategy:
    Customer portal
    All collected data is funneled into Fuse
    A pURL is automatically generated for each customer
    Triggers email/post card invitation to pURL
    Based on customer interaction with pURL (My BluePie, Fuse is triggered to generate personalized collateral to communicate with customer (e.g. coupons, emails, catalogs etc…).
  • 8. MyBluePie
  • 9. MyBluePie: data collection
    • Data collected will trigger Fuse to generate pURL w/personalized content
    • 10. Variable content is based on basic, geographical and purchase history data.
    • 11. Once all data is collected and submitted, a personalized email will be triggered and sent to customer for confirmation
  • MyBluePie: personalized content
    • Fuse generates a personalized portal (pURL)
    • 12. Content (text and image) are variable – based on data collected
    • 13. Based on customer’s product preference, the newest item in each category is recommended.
    • 14. Latest pie
    • 15. Latest non pie item
    • 16. Customer can update personal data and Fuse will re-generate personalized content in real time
  • MyBluePie: geo-tagging
    • Based on the address entered by the customer, Fuse is able to automatically locate the nearest BluePie café locations
    • 17. Fuse will have already published the nearest location before the customer has to actively search
    • 18. Fuse’s geo-tagging function can be driven by IP address, standardized physical address, or Zip Code
  • MyBluePie: social/viral functions
    • “join me for pie” is designed to be a viral mechanism
    • 19. Friends can invite each other meet up for pie
    • 20. Customers create and send a personalized email invitation
    • 21. When the friend’s data (not in database) is entered, it triggers a new pURL to be created
    • 22. Fuse generates a personalized list of invites and invitations received
  • MyBluePie: web-to-print automation
    • “pies for…” is a web to print automation portal
    • 23. BluePie recommends specialty pies for different occasions
    • 24. Customers can choose the pies they are interested and create a personalized pie catalog
    • 25. Based on the customer’s preference, Fuse instantaneously generates a print file of the personalized pie catalog
  • MyBluePie: data-driven recommendations
    • This is data-driven product recommendation mechanism
    • 26. Customers may know what they are craving for, but don’t know what to order
    • 27. Based on the customer’s taste preference, the newest pie (matching the preferences) are recommended
    • 28. Customer may update their preference and Fuse will instantaneously make new recommendations
  • Data Management/Reporting:
    Fuse automatically captures all response actions
    • Clicks, orders placed, emails opened etc…
    • 29. Options to customize reporting
    Customized tracking needs
    • Track data selectively
    • 30. Separate data with different list
  • Data Management/Reporting:
    Real time data optimization– constant updates
    • Trigger based actions
    One data set for all
    communication channels
    • auto-generation of record when new data is captured
    Optional CRM /POS integration
    • Push & pull data from existing CRM or POS system
  • Values & benefits:
    Self efficient multichannel application
    Data-driven and automated
    Personalized communications thru. web/print channels
    Tracks, optimizes and reports data
    Optimized customer data
    KPI enhancement
    Low cost – high ROI
    Customer loyalty- engagement at a personal level
    Viral – ongoing referral program(s)
    Reduced collateral costs (web & print)
  • 31. Connect:
    (408) 457 9300
    2890 Zanker Rd. Suite 209
    San Jose, CA 95134