Modern Marketing presentation, showcasing a Value Proposition for a fictious fashion Brand

1. Modern Marketing
Personalise Interaction to Improve Engagement, Revenue
and Loyalty
Andrea Centofante
Email:xxx

2. CONTEXT

3. 3
Martin&Martin ltd.
• Products: Child Clothes (0 – 12 years old)
sold in the mid-market segment
• Customer: parents who choose the brand
because of the good price-quality ratio
• Sales channel: 30 Retail Shops + 1 e-
commerce (since 1 year)
• Loyalty program (Discount Card) for the
retail channel
CONTEXT GOALS SOLUTION

4. 4
CONTEXT GOALS SOLUTION
Current Marketing Model
1
2
3
Traditional Marketing approach
Mass email campaign, to all the e-
commerce contacts
Low click through rate

5. 5
CONTEXT GOALS SOLUTION
Modern marketing
• Data driven Engagement
• Automation
• Relevant and personalized content

6. 6
CONTEXT GOALS SOLUTION
Profiles
The idea is to engage customers with relevant content as their child grow up, and their consumer
behaviour changes, to drive e-commerce purchases and build a long term loyalty
0 – 2 2 - 5 5- 8 8 - 12 Child age

7. GOALS

8. 8
Martin&Martin main challenges
Increase Engagement
Increase e-commerce sales
Better knowledge of the customer
GOALSCONTEXT SOLUTION
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2
3

9. 9
Increase engagement
Increase e-commerce sales
Better customer knowledge
Needs Actions
Individual cross channel engagement,
Relevant content,
Automation
Track conversion
Collect Data,
Analyze data and KPI
GOALSCONTEXT SOLUTION

10. 1
0
Goals*
50% of customers profiled based on new information
30% increase in click through rate
10% conversion rate
*Time frame: 3 months after project completion
GOALSCONTEXT SOLUTION

11. SOLUTION

12. 12
SOLUTIONGOALSCONTEXT
The Customer Journey
Needs to buy new
clothes for her 5 yrs
old kid
Research /
informs
Choose
Buy
Become Loyal

13. 1
3
SOLUTIONGOALSCONTEXT
• category of product purchased
• child age
• Last 2 purchases age group
• purchase frequency
• amount spent per year
• total number of purchases
Personas
built based on:
Maria, 1 child age 4
Low number of purchases per Year
Buys mainly jackets and trousers
Medium amout spent per year
i.e.
Sara, mother of a 8 years old girl
Top spender
Buys 2 times / month
Buys all categories of clothes
Very loyal to the brand

14. 14
Integrate contact data from
ecommerce and retail store Systems
Integration layer
Execute enrichment campaigns to get
more data from customers, with a
promise of a gift (book, clothes, etc.)
2
• n° of child
• age
• gender
• …
• Demographical data
• Purchases data
SOLUTIONGOALSCONTEXT
Collect data
1

15. 15
SOLUTIONGOALSCONTEXT
Automation
Orchestration of multichannel automated comunication, based on
• profile data
• purchasing behaviour data
4 marketing automation programs
Contact enrichment program
Customer lifecycle automation program
Abandoned cart automation program
Win back automation program

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SOLUTIONGOALSCONTEXT
Automation
Contact enrichment automation program
Target: all contacts
Description: drive contact to provide a set of new information through a online form, in exchange of a gift; if a contact doesn’t respond, send a
second recall message.
Customer lifecycle automation program
Target: customer who made at least 5 purchases YTDDescription: offers customer a 20% discount on e-commmerce purchases; try to engage
first on the email, then on sms channel
If contact have a complete profile the system delivers contents, relevant to childs age or/and sex;

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SOLUTIONGOALSCONTEXT
Automation
Win back automation program
Target: customer who didn’t make any purchases since 6 month
Description: offers customer a 20% discount on e-commmerce purchases; try to engage first on the email, then, if no opens, on sms channel.
Abandoned cart automation program
Target: customer who didn’t complete a e-commerce purchase
Description: first email after 3 days to remember to close the deal; second email after 7 days with a 15% discount on a second product e-
commmerce purchase;

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Targeted, personalized content
SOLUTIONGOALSCONTEXT

19. • Measure revenue by purchase segment
• Understand performance across e-mail and
mobile channel
• Measure the best marketing programs
• Analyze e-mail marketing and cross-channel
engagement metrics
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SOLUTIONGOALSCONTEXT
Analyze performance

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Competitive advantage of the solution
ü Strong B2C Cross-Channel Marketing capabilities (Email, sms, display, Push)
ü Enterprise ready, minimal effort needed from IT for advanced scenarios, compared to
competitors
ü Robust and scalable solution, marketer friendly
ü Strong expertise, due to top player acquisition by Oracle
SOLUTIONGOALSCONTEXT

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THANKS!