Becky DucsikUS eCommerce Manager           `     Xerox Direct
Xerox Corporation
Xerox Direct eCommerce           + Product          Ink
Xerox Direct eCommerce                   UX Design                               Application           Sales              ...
Xerox Direct eCommerce
Generate Demand
Customer Retention
Lifecycle Marketing Plan
A Simple Lifecycle Plan Purchase     Buy       ReplaceEquipment   Supplies   Hardware
Message A: Equipment PurchaseSubject: Welcome to Xerox Direct
Message B: Equipment PurchaseSubject: Thank you for your purchase. Now lets hear it.
Message B: Equipment PurchaseSubject: Thank you for your purchase. Now lets hear it.
Additional Opportunities• Data mine to determine products that are  most frequently purchased together.• Promote ‘like’ pr...
A Simple Lifecycle Plan Purchase     Buy       ReplaceEquipment   Supplies   Hardware
Message A: Buy SuppliesSubject: New Cost Savings Series + Save 10%
Message B: Buy SuppliesSubject: Free ground shipping on your next order
Message A: Buy SuppliesSubject: Free ground shipping on your next order
Supplies Retention
Additional Opportunities                      Last Order: June 2011                • Winback               1500           ...
A Simple Lifecycle Plan Purchase     Buy       ReplaceEquipment   Supplies   Hardware
Gather the Data                                 Owned the product                                  for least 6 years      ...
Message A: Upgrade EquipmentSubject line: Save instantly on a top-selling color printer
Message B: Upgrade EquipmentSubject line: Solid ink color printer as low as $349
Message C: Upgrade EquipmentSubject: Free shipping on ink, toner and printers - limited time
Jan-10Feb-10Mar-10Apr-10May-10Jun-10 Jul-10Aug-10Sep-10Oct-10Nov-10Dec-10Jan-11Feb-11Mar-11Apr-11May-11Jun-11 Jul-11Aug-11...
Key Learnings              Customer               Order               History                           Simple  Product   ...
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Xerox Focus on Data: Taking Action and Automation

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Xerox Focus on Data: Taking Action and Automation

  1. 1. Becky DucsikUS eCommerce Manager ` Xerox Direct
  2. 2. Xerox Corporation
  3. 3. Xerox Direct eCommerce + Product Ink
  4. 4. Xerox Direct eCommerce UX Design Application Sales Dev Demand Xerox Content Gen Direct Customer Operations Marketing Analytics
  5. 5. Xerox Direct eCommerce
  6. 6. Generate Demand
  7. 7. Customer Retention
  8. 8. Lifecycle Marketing Plan
  9. 9. A Simple Lifecycle Plan Purchase Buy ReplaceEquipment Supplies Hardware
  10. 10. Message A: Equipment PurchaseSubject: Welcome to Xerox Direct
  11. 11. Message B: Equipment PurchaseSubject: Thank you for your purchase. Now lets hear it.
  12. 12. Message B: Equipment PurchaseSubject: Thank you for your purchase. Now lets hear it.
  13. 13. Additional Opportunities• Data mine to determine products that are most frequently purchased together.• Promote ‘like’ products to customers as an added service, while driving your attach rate and value.
  14. 14. A Simple Lifecycle Plan Purchase Buy ReplaceEquipment Supplies Hardware
  15. 15. Message A: Buy SuppliesSubject: New Cost Savings Series + Save 10%
  16. 16. Message B: Buy SuppliesSubject: Free ground shipping on your next order
  17. 17. Message A: Buy SuppliesSubject: Free ground shipping on your next order
  18. 18. Supplies Retention
  19. 19. Additional Opportunities Last Order: June 2011 • Winback 1500 campaign Emails Sent 1000 500 • Trigger messages 0 based on average Sept 90D Oct 120D Nov 150D Dec 180D Jan 210D order frequency – at the product OR Last Order: June 2011 customer level. 25% 20% • Trigger messagesOpen Rate 15% 10% based on 5% 0% customer loyalty Sept 90D Oct 120D Nov 150D Dec 180D Jan 210D points.
  20. 20. A Simple Lifecycle Plan Purchase Buy ReplaceEquipment Supplies Hardware
  21. 21. Gather the Data Owned the product for least 6 years Own a Phaser 8500 Print high quality Buy SKU color documents108R00669 Frequency and Average monthly value of supplies print volume orders
  22. 22. Message A: Upgrade EquipmentSubject line: Save instantly on a top-selling color printer
  23. 23. Message B: Upgrade EquipmentSubject line: Solid ink color printer as low as $349
  24. 24. Message C: Upgrade EquipmentSubject: Free shipping on ink, toner and printers - limited time
  25. 25. Jan-10Feb-10Mar-10Apr-10May-10Jun-10 Jul-10Aug-10Sep-10Oct-10Nov-10Dec-10Jan-11Feb-11Mar-11Apr-11May-11Jun-11 Jul-11Aug-11Sep-11Oct-11 Equipment SalesNov-11Dec-11Jan-12Feb-12Mar-12Apr-12
  26. 26. Key Learnings Customer Order History Simple Product LifecycleInformation Plan Customer Retention
  27. 27. `

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