Cadenzza needs to increase customer conversions, traffic, and sales through a customer relationship management (CRM) program. The document outlines Cadenzza's plan to launch a CRM program called "Live Cadenzza" to fuel frequent visits and build long-term customer relationships. Live Cadenzza will welcome customers, provide personalized offers and recommendations, and engage customers with exclusive events to encourage repeat purchases. The CRM system Akkroo is recommended for an initial trial based on its ease of use, security, personalization capabilities, and integration with Cadenzza's systems.

1. What have we been up to?
What have we been up to?

2. We’ve been visiting you stores…

3. We’ve been getting to know your brand…

4. We’ve been scanning best industry practices…

5. Cadenzza needs to convert more customers and generate more traffic to
make more sales. The “come-back-frequency” is not yet high enough.
Our proposed CRM system will help us to trigger more customers and to
build up a long-term relationship.
We’ve been working on your brief…

6. Why does the CRM program exist?
How should we position it?

7. Challenge!
Cadenzza needs to convert more customers, generate more traffic and make more sales through a
bespoke CRM programme. It should fuel frequent footfall and build long-term relationships.!
Strategy! What is our plan of attack?!
Key Message! What is the key thing we want to communicate?!
Positioning the program
Insight ! What is the key insight from our research?!
Audience ! Who are we talking to?!

8. Our audience
Source: ‘Target Group’ – Cadenzza: Handpicked Luxury Fashion Jewellery (140807_CADENZZA_Concept_Presentation_CRMBrief_.pdf)

9. Identifying 3 distinct personas to focus on
Hedonist
Fashionista
Performer
Who needs rules when you can grab life by
the horns?
I love the feeling of adrenaline pulsing through
my veins at a live concert or simply travelling
through the unknown. The arbitrary excites
me, because it reminds me I am living life to
the fullest.
Lipstick, check. Dress, check. Shoes, check."
"
From vintage to mod, colour blocking to
sequins, I am the trend. Fashion blogs and
magazines are my best friend.
Are you camera ready? I am.
Because I know I always look my best.
Confident and empowered, I put my
best face forward in everything I do.
Nothing phases me, because why
should it? I am fiercely independent but
still I let my femininity speak for itself.
You’ll know when I walk into a room.
Source: ‘Target Group’ – Cadenzza: Handpicked Luxury Fashion Jewellery (140807_CADENZZA_Concept_Presentation_CRMBrief_.pdf)

10. Challenge!
Cadenzza needs to convert more customers, generate more traffic and make more sales through a
bespoke CRM programme. It should fuel frequent footfall and build long-term relationships.!
Strategy! What is our plan of attack?!
Key Message! What is the key thing we want to communicate?!
Insight ! What is the key insight from our research?!
Audience !
We are talking to women proud to be the stars of their own lives, unafraid to shine, categorised as:!
!
Hedonist
Fashionista
Performer
Positioning the program

11. Cadenzza’s mantra is “The Power Of Jewellery - Cadenzza
enhances confidence – no matter what!”
For women, this confidence is rooted in making the right
choices. Choices that ensure they look desired in what they
are wearing, but also feeling confident that they’ve made a
valuable decision.
Valuable decision-making in shopping emerges as the means
by which women manage and regulate their emotions.
®

12. Jewellery, being both emotionally and physically
intimate, has the power to make a woman look and
feel more confident– through the choices she’s made.
Through the Cadenzza CRM program, we have the
opportunity to resonate with her by providing her with
a real sense of valuable confidence.
®

13. Challenge!
Cadenzza needs to convert more customers, generate more traffic and make more sales through a
bespoke CRM programme. It should fuel frequent footfall and build long-term relationships.!
Strategy! What is our plan of attack?!
Key Message! What is the key thing we want to communicate?!
Insight ! Making the right choices makes women feel more confident.!
Audience !
We are talking to women proud to be the stars of their own lives, unafraid to shine, categorised as:!
!
Hedonist
Fashionista
Performer
Positioning the program

14. Understanding the Cadenzza brand
It’s all about…
Cadenzza believes that jewellery can enhance every woman’s confidence. "
It offers the best selection of brands, trends and quality for women who "
want to feel confident and empowered in any situation.

15. If Cadenzza is about the ‘Power of Jewellery’, then its CRM
programme can be the channel through which the brand truly allows a
woman to exercise the power self-expression.
It’s the power to look beautiful, choose unique styles and make
valuable decisions, exclusively for her – all by being a part of Cadenzza.
Our CRM program will make her feel more confident by empowering
her with the right choices to truly express herself.
What’s the role of CRM?

16. Challenge!
Cadenzza needs to convert more customers, generate more traffic and make more sales through a
bespoke CRM programme. It should fuel frequent footfall and build long-term relationships.!
Strategy! Make women feel more confident through self-expression.!
Key Message! What is the key thing we want to communicate?!
Insight ! Making the right choices makes women feel more confident.!
Audience !
We are talking to women proud to be the stars of their own lives, unafraid to shine, categorised as:!
!
Hedonist
Fashionista
Performer
Positioning the program

17. We want women to feel valuable, confident and empowered –
and we will position Cadenzza as their fashion catalyst.
A nurturing ally who encourages self-expression, sparks their
unique style and fuels their inner beauty.
What do we want to say?

18. Ignite your individual beauty
What is our key message?

19. Challenge!
Cadenzza needs to convert more customers, generate more traffic and make more sales through a
bespoke CRM programme. It should fuel frequent footfall and build long-term relationships.!
Strategy! Make women feel more confident through self-expression.!
Key Message! Ignite your individual beauty!
Insight ! Making the right choices makes women feel more confident.!
Audience !
We are talking to women proud to be the stars of their own lives, unafraid to shine, categorised as:!
!
Hedonist
Fashionista
Performer
Positioning the program

20. What do we call the program?

21. We asked our audience,!
“What does ignite your individual beauty!
mean to you?”
We asked many fashionable ladies, "
"
Online,
In the office,
On the street…
Here are their views.

22. “My beauty. "
My life."
My terms.”
“It sounds like something,"
all my own”
“It makes me feel special”
Lifestyle
Individuality
Exclusivity
Based on their views, we defined our creative territories
Ignite your individual beauty
Promise:
Whatwomenhadtosay
aboutourpromise:
Shortlisted"
Territory
Cadenzza VIP
Cadenzza Solo
Live Cadenzza
3 Potential"
Names:

23. Testing the names
We had a favourite but we wanted to hear from your customers…"
"
So we went undercover to your store in Covent Garden and asked
your customers directly to help us in choosing the right name….

24. Testing the names
On the road
Location: Cadenzza Store, Covent Garden, London, UK

25. What did people say about…
Lifestyle
Individuality
Exclusivity
Ignite your individual beauty
Promise
Territory
People’s"
comments:
“Solo feels like it almost
empowers the individual. It
sounds like it’s about me.”!
"
“Feels quite lonely and sad. No
one wants to invest in something
solo”"
"
“I don’t get it really. How does
Solo communicate jewelry?”"
"
“It’s a bit generic and obvious
isn’t it? Everyone does it.”"
"
“It feels prestigious and
makes me feel like I’m part of
a special community.”!
"
“It might scare away some
consumers with lesser
spending power.”"
"
“Live feels like it’s
incorporating something in
your life.”"
"
“It suggests a lifestyle, a way
of life.”"
"
"
“It sounds inviting, like
Cadenzza wants me to try
something new in my life.”!
Cadenzza VIP
Cadenzza Solo
Live Cadenzza
3 Potential"
Names:

26. People chose…
Lifestyle
Individuality
Exclusivity
Ignite your individual beauty
Promise
Territory
People’s"
comments:
“Solo feels like it almost
empowers the individual. It
sounds like it’s about me.”!
"
“Feels quite lonely and sad. No
one wants to invest in something
solo”"
"
“I don’t get it really. How does
Solo communicate jewelry?”"
"
“It’s a bit generic and obvious
isn’t it? Everyone does it.”"
"
“It feels prestigious and
makes me feel like I’m part of
a special community.”!
"
“It might scare away some
consumers with lesser
spending power.”"
"
“Live feels like it’s
incorporating something in
your life.”"
"
“It suggests a lifestyle, a way
of life.”"
"
"
“It sounds inviting, like
Cadenzza wants me to try
something new in my life.”!
Cadenzza VIP
Cadenzza Solo
Live Cadenzza
3 Potential"
Names:

27. Building Live Cadenzza

28. Bringing it to life…
* ‘Live Cadenzza’ is one of many names that can be used for our CRM program

29. Rolling it out
We will roll-out the Live Cadenzza program, per your dates – in the following stages:
Sep 2014
Dec 2014 – w1
Agency"
Selection
Detailed"
Strategic"
Planning
Content"
Generation
Staff"
Training
Comms Planning
POS"
deployment"
iPads"
go live
Welcome
Pack"
proposed
"
1. ATTRACT
Welcome"
Email"
+ Benefits
Style tips
Voucher
Reminder"
email"
Voucher
Reminder"
text
10% OFF"
next purchase
Designer"
Spotlight
Seasonal"
Offers
3. ACTIVATE
Empowering our loyalist with confidence
Additional € OFF"
on repeat
purchase
4. ENGAGE
Attract store visitors
Collect customer data "
15 – 20% conversion of visitors per day
Welcome customers to the program
Initiate long-term relationship building
Drive them to repurchase
Driving further repurchase
Introduce seasonal offers
Additional promotional bursts
Bring them closer to the brand"
Encourage repeat purchases"
Offer exclusive experiences
Comms Roll-out
Voucher"
email
2. WELCOME
Invitation to"
private events/"
collections
Microsite & App
development

30. The ‘Live Cadenzza’ Flipcard
Inform visitors about our new program"
Explain how to sign-up to it
The ‘Live Cadenzza’ Brochure
Inform visitors about our new program"
Option to take it away with them
Proposed
1. ATTRACT
POS

31. 1. ATTRACT
Welcome Pack
The ‘Live Cadenzza’ Welcome Pack
Although not integral part of our CRM strategy,"
but one to aim for in the future.

32. The ‘Live Cadenzza’ Sign-up App
Welcome splash screen"
Used to attract in-store visitors to sign-up
‘Live Cadenzza’: Who do you identify with?
First question to get our visitors hooked
Chosen ‘lifestyle’ will govern the rest of the comms
1
2
Hedonist
Fashionista
Performer
2. WELCOME
iPad Sign-up mechanic

33. ‘Live Cadenzza’: Visitor Data Collection via iPad
After choosing the lifestyle they identify with, our store visitors would be
presented with a quick, easy-to-fill, form to collect their personal details.
In addition to the general information questions, it will also ask the following
questions to build a more intimate CRM conversation:
• Your birthday?
• Any important dates we should know about?
• Any significant other you want us to send reminders to?
3
2. WELCOME
iPad Sign-up form

34. Our ‘Welcome’ email will:
• Reflect the style chosen by our visitors at sign-up i.e.
• Introduce them to the ‘Live Cadenzza’ philosophy
• Explain how the program works for them and its benefits:
Hedonist
Fashionista
Performer
Personalised
Recommendations
Exclusive"
Discounts
Event"
Invitations
BENEFITS!
€ OFF "
on repeat purchases
Fashion Collections"
curated for you
Special Birthday"
Surprises
2. WELCOME
Welcome email

35. Recommendations Email
"
Based on ‘lifestyle’ choice"
Highlight latest collections"
Spotlight current brands
Voucher Email
"
% discounts"
Redemption mechanics
2. WELCOME
Offers & Suggestions

36. 3. ACTIVATE
Text Reminders

37. 3. ACTIVATE
Seasonal Offer Email

38. 3. ACTIVATE
Designer Spotlight Email

39. 4. ENGAGE
Private Event Invite
Future

40. 4. ENGAGE
Future Members-only Site
Future

41. 4. ENGAGE
Cadenzza Loyalty App
Future

42. The Technology

43. • Easy to install, roll-out, service and fast in reaction
• Able to generate as much customer data as possible"
(especially in pilot phase)
• Able to be easily filled with content by users at any time
• Able to fit the desires and taste/style of our target group
• Able to provide figures in real time for ad-hoc reaction
• Support ready before and after the implementation of pilot stores
CRM system requirements

44. • Ready to start pilot with 6 AT stores by 1.12.2014
• Within budget: EUR 15.000 maximum for implementation in 6 pilot stores
• Able to integrate with existing traffic counters
• Compatible with existing iPad 3s
• Self sufficient enough to avoid IT integration in first step
• Open to online store integration and link to social media at later stage
• Compatible with cash desk system Micros
• Able to collect feedback, analysis and statistics
CRM system mandatories

45. Technology platforms considered
We looked into which CRM platforms would best meet your requirements, using past experience
working with some of these vendors, conference calls, face-to-face meetings and demonstrations:

46. Platform selection

47. Why Akkroo for the trial?
Easy to use!
Easy to install, roll out and service, managed through a single web app compatible with existing
iPad 3s.!
Secure data storage!
Customer data held in a highly secure environment, with no restriction on the number of records
which can be registered.!
Instant gratification!
Highly visual customer facing interface with automated, segmented and personalised email / SMS
sent within moments of registration.!
EPOS friendly!
Into store delivery of 6 iPad Minis for EPOS use included, which staff can use to track transactions
and offer redemptions (staff training provided)!
Data visualisation!
View, analyse and report on data from real-time dashboard, add comments and a rating to
individual records and compare different forms and events side by side to measure success.!

48. Why Akkroo for the future?
Data storage!
Customer data held in a highly secure environment, with no restriction on the number of records
which can be registered.!
Instant gratification!
Highly visual customer facing interface with automated, segmented and personalised email / SMS
sent within moments of registration.!
EPOS friendly!
Into store delivery of 6 iPad Minis for EPOS use included, which staff can use to track transactions
and offer redemptions (staff training provided)!
Data visualisation!
View, analyse and report on data from real-time dashboard, add comments and a rating to
individual records and compare different forms and events side by side to measure success.!
Import and export data!
Data can easily be uploaded and stored from other platform exports (e.g. CSV files), whilst the
database itself can also be exported for reporting or uploading to another system. !
Easy integration!
Integrates with EPOS and traffic counters, CRM systems (including SAP BW), and social platforms
(e.g. Hubspot for smarter social CRM data) through an open API.!
Flexible!
Works on and offline, syncing data captured when connected, so has no in-store downtime, and
allows users to add content and data at any time.!
Scalable! Scalable across multiple locations with multiple devices and using multiple languages.!
Data security!
Data is stored securely within software applications and transmitted over 256-bit AES SSL, residing
in purpose built securely manned data facilities (Trusted by the Bank of England). Rigorously
externally security tested, including authenticated and unauthenticated penetration tests.!

49. How will it work?
Initial customer visit
Later customer visits
Back office
Customer facing
iPad3 with web app
Customer enters
details into web app
Akkroo generated
email and mobile
communications
Vouchers sent to
customers
Staff facing iPad Mini
with web app at
EPOS
Customer presents
voucher email. "
Till operator enters
details into iPad Mini
Data consolidation
Footfall records
Send further voucher email
campaign based on data
Customer data integration
or import from EPOS
Customer data integration
or import from traffic
counters
Founded send out further
emails using database and
Mailchimp ESP
Real-time statistics
dashboard
Real-time data collection
statistics viewable by
Founded and Cadenzza
Data compiled into a
weekly report
EPOS records

50. Brands using Akkroo

51. thank you