My Blue Pie


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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

  1. 1. MyBluePie<br />A Fuse® demo app<br />
  2. 2. The scenario:<br />BLUEPIE’s long term objective – become largest premium pie retailer/distributor in the country<br />Regional success in the northeast – national expansion of retail outlets<br />Data to analyze retail metrics/key performance indicators<br />Identify different levels of brand loyalty<br />Customer engagement/loyalty program<br />Centralized data management<br />Marketing objectives: Customer loyalty program & gathering new customer data<br />
  3. 3. BLUEPIE: Distribution<br />Pie Café (retail outlets)<br />Franchised and corporate owned<br />The BLUEPIE experience – enjoy pie & hang out Wi-Fi, music, cappuccino etc…<br />Also offers other dessert products & beverages<br />3rd party distributors<br />Grocery stores<br />Bakery chains<br />Restaurants chains<br /><br />Ships anywhere in the US and Canada<br />Place orders online, gift shop, send a pie, customized pie orders etc…<br />
  4. 4. My BluePie: marketing application<br />Self efficient, data centric direct marketing communications application – powered by Fuse<br />Build customer loyalty/relationships through personalized communication (web and print)<br />Continuous customer engagement<br />Single application<br />Captures, tracks, updates and reports data<br />Automates & personalizes multichannel communications<br />Email, direct mail, PURLs & data collection sites<br />Trigger based events (actions based on actions)<br />Workflow automation<br />Same record layout for existing and new data<br />
  5. 5. Channeling customer data<br />2<br />customers<br />1<br />Pie Café<br />distributors<br /><br />5<br />3<br />CRM<br />4<br />Personalized Comm.<br />Data comes from customers<br />Data is collected thru each distribution channel<br />All data is funneled into Fuse<br />4) Combined w/creative, Fuse generates personalized collateral<br />5) Personalized collateral is sent to customers via various web and print channels<br />creative<br />
  6. 6. Collecting customer data: examples<br />3rd party distribution<br />Pie cafés <br />Coupon code:<br />BP12345<br />BluePie online<br />
  7. 7. Cross media/multi-channel strategy:<br />3<br />1<br />4<br />2<br />CRM<br /> PURL:<br />Customer portal<br />(<br />All collected data is funneled into Fuse<br />A pURL is automatically generated for each customer<br />Triggers email/post card invitation to pURL<br />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…).<br />
  8. 8. MyBluePie<br />
  9. 9. MyBluePie: data collection<br /><ul><li>Data collected will trigger Fuse to generate pURL w/personalized content
  10. 10. Variable content is based on basic, geographical and purchase history data.
  11. 11. Once all data is collected and submitted, a personalized email will be triggered and sent to customer for confirmation</li></li></ul><li>MyBluePie: personalized content<br /><ul><li>Fuse generates a personalized portal (pURL)
  12. 12. Content (text and image) are variable – based on data collected
  13. 13. Based on customer’s product preference, the newest item in each category is recommended.
  14. 14. Latest pie
  15. 15. Latest non pie item
  16. 16. Customer can update personal data and Fuse will re-generate personalized content in real time</li></li></ul><li>MyBluePie: geo-tagging<br /><ul><li>Based on the address entered by the customer, Fuse is able to automatically locate the nearest BluePie café locations
  17. 17. Fuse will have already published the nearest location before the customer has to actively search
  18. 18. Fuse’s geo-tagging function can be driven by IP address, standardized physical address, or Zip Code</li></li></ul><li>MyBluePie: social/viral functions<br /><ul><li>“join me for pie” is designed to be a viral mechanism
  19. 19. Friends can invite each other meet up for pie
  20. 20. Customers create and send a personalized email invitation
  21. 21. When the friend’s data (not in database) is entered, it triggers a new pURL to be created
  22. 22. Fuse generates a personalized list of invites and invitations received </li></li></ul><li>MyBluePie: web-to-print automation<br /><ul><li>“pies for…” is a web to print automation portal
  23. 23. BluePie recommends specialty pies for different occasions
  24. 24. Customers can choose the pies they are interested and create a personalized pie catalog
  25. 25. Based on the customer’s preference, Fuse instantaneously generates a print file of the personalized pie catalog</li></li></ul><li>MyBluePie: data-driven recommendations<br /><ul><li>This is data-driven product recommendation mechanism
  26. 26. Customers may know what they are craving for, but don’t know what to order
  27. 27. Based on the customer’s taste preference, the newest pie (matching the preferences) are recommended
  28. 28. Customer may update their preference and Fuse will instantaneously make new recommendations</li></li></ul><li>Data Management/Reporting:<br />Fuse automatically captures all response actions<br /><ul><li>Clicks, orders placed, emails opened etc…
  29. 29. Options to customize reporting</li></ul>Customized tracking needs<br /><ul><li>Track data selectively
  30. 30. Separate data with different list</li></li></ul><li>Data Management/Reporting:<br />Real time data optimization– constant updates<br /><ul><li>Trigger based actions</li></ul>One data set for all <br />communication channels<br /><ul><li>auto-generation of record when new data is captured</li></ul>Optional CRM /POS integration<br /><ul><li>Push & pull data from existing CRM or POS system</li></li></ul><li>Values & benefits:<br />Self efficient multichannel application<br />Data-driven and automated<br />Personalized communications thru. web/print channels<br />Tracks, optimizes and reports data<br />Optimized customer data<br />KPI enhancement<br />Low cost – high ROI<br />Customer loyalty- engagement at a personal level<br />Viral – ongoing referral program(s)<br />Reduced collateral costs (web & print)<br />
  31. 31. Connect:<br />Contact: <br />(408) 457 9300<br />Email:<br />Website:<br />2890 Zanker Rd. Suite 209<br />San Jose, CA 95134<br />Blog<br />