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Retail & eCommerce Case Studies


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Retail & eCommerce Case Studies

  1. 1. Staples: Multi-channel Marketing Services • Market Research • Business Analysis • Merchandise AnalysisIntegrated Multichannel Programs and Campaigns • Merchandise Consulting • Brand DevelopmentStaples Contract, the fastest growing, most reliably profitable Multichannel Campaign Developmentdivision of Staples North America, was outpacing the capacity of • Strategic Creative Development • Online Marketing Strategytheir internal agency. Contrary to corporate culture, Staples • Interactive Design & Implementationinvited Lorél Marketing Group to partner with their internal • Design & Production • Copywritingmarketing group to break through some vexing challenges. Lorél • Photo Productionalways welcomes the opportunity to partner with a big brands • Photographyinternal groups, thereby optimizing Loréls expertise and the • Prepress • Print Productioninternal groups knowledge to create ever more effectivecampaigns. Our successful ongoing relationship with Staples Deliverables • Catalogsconstantly gives us challenging opportunities to think through and • Brochuressolve, resulting in effective marketing solutions for each customer • Postersgroup. • Guide Books • Supplier Programs (Print & Digital) • Transactional and promotional e-mail • Salesforce custom applications • Interactive Flash eCard • Microsites • Search Marketing • Banner Ads 1
  2. 2. Staples: Field MarketingField MarketingStaples management faced the daunting task of creating a commonnew client integration process, which previously had been decentralizedto a local level. Loréls challenge was to simplify and automate thiscomplex communications program while increasing compliance andsales. Another vital issue was Staples new Brand Standard thatproved extremely challenging to work with across a wide variety ofcommunication platforms. Bottom line, the Staples marketing groupwas required to achieve significant sales objectives while working withinthese Brand Standard guidelines and turned to Lorél for a solution.Although Staples new customer integration program was extremelycomplex, a streamlined, simplified set of automated marketing toolswas created after careful analysis and in-depth discovery of the Staplesworkflow. This simplification reduced expense and brand confusion, andensured that the value proposition of the integrated Field Marketingsystem was clear to all involved. 2
  3. 3. Staples: Field Marketing Field Guide PostersField Guide Poster and Email Field Guide Announcement Emails 3
  4. 4. Staples: Field MarketingField Marketing Salesforce.comAutomated Form eWelcome Kit EmailGeneratorCore Components: • Retrieves contact and account data from and dynamically merges it within an email template. • Provides the capability to send the mail- merged email to a large number of recipients through an Exact Target™ API 4
  5. 5. Staples: Field MarketingField Marketing Salesforce.comeWelcome Kit EmailCore Components: • HTML template held within and linked to the form generator. • Allows user to select individual sections and customize the fields within those sections. • Provides a preview of the final email and the ability to change it before sending. 5
  6. 6. Staples: Consumer MarketingTechNowThe next part of this equation was to increasesales while adhering to the new Brand Standard guidelines.Lorél approached the existing TechNow brochures with thegoal of creating a high motivation-to-purchase catalog.Incorporating the new Brand Standards and highlyenergized promotional lead generation emails toaccompany the catalogs, Lorél created a completely newlook and feel, developed intuitive iconography that playedto Staples strengths, and developed both a photographystyle that supported the brand and a carefully craftedmerchandise plan. Results were so impressive that thisprograms continuation was never questioned, despite aneconomic downturn. TechNow Catalog and Email 6
  7. 7. Staples: Interactive Holiday eCardInteractive Holiday eCardLorél also took on another key initiative,crafting an interactive Holiday greetingprogram. Our successful ongoingrelationship with Staples constantly gives uschallenging "opportunities" to think throughand solve, resulting in effective marketingsolutions for each customer group. Holiday Announcement Email 7
  8. 8. Staples: Direct Marketing View the MicrositeIT LiberatedStaples Technology Solutions launched a new service to provide IT managed services to furtherpenetrate the small business market. Staples gained valuable expertise and position in the marketplaceby purchasing a well-known and reputable IT service company in the Boston area, but needed to roll outthe service nationally. Loréls challenge was to create a campaign that generates awareness andqualified leads as well as expand their reach to new markets.The IT Liberated campaign was born. It utilizes real-life customer situations and testimonials to demystifyIT managed services and educate small business owners on the benefits of using outsourced IT. Lorélaccomplished this goal by devising a multichannel direct marketing campaign that includes: search,radio, direct mail, email, and microsite. We further enhanced the effectiveness of the campaign byincorporating personalized URLs (pURLs) on the direct mail, email and microsite for a personalizedexperience for the prospect. 8
  9. 9. Staples: Direct Marketing Strategy Email invites initial engagement with microsite and provides ongoing re-contact communication via a personalized message and URL (pURL) Search drives awareness and microsite traffic when users look pURL provides a personalized experience for IT pain points, products and on the microsite and is driven by a pURL services address on the postcards and email (e.g., LeadGeneration Conversion Always returns to Conversion after conversion Radio drives awareness Lead Generation Tool asks prospects and provides the background qualifying questions and casts doubt about to make direct and online their current IT solution. The goal is to create tactics more effective a need state for STS Lead Generation Form connects prospects with a sales rep and provides Postcard invites initial engagement with microsite valuable lead qualification information and provides an ongoing re-contact tool via a personalized URL (pURL) 9
  10. 10. Staples: User Experience Map “The Staples IT Liberated website “I wasn’t sure where to made it so easy to go or what to do. There is understand and choose so much information. The IT managed services Staples website addressed that are right for me.” all my questions about quality and made it easy for me to decide.” Michelle Silver My business life always has many balls in the air. I“The customer stories really love putting together deals. The downside of being a helped me relax and feel small business owner is getting pulled into the “I really liked the fact less anxious. Just knowing details like managing our IT. But I would never do that I can chat with a there are other people that anything else but this. My measure of success is when I can sleep at night and seeing the loyalty of Customer Service Rep have used IT managed my customers. or provide them with my services this successfully email address easily. makes me feel better.” Background They got right back to Michelle Silver me within a day.” Touchstone Residential Group, Boston, MA Age 39, HHI: $315,000 Married, 2 children 10
  11. 11. Staples: IT Liberated MicrositeFlash Microsite - 11
  12. 12. Wedgewood: Digital Marketing & Strategy Digital Marketing and eCommerce StrategyAs one of the nations largest compounding pharmacies, Wedgewood Services • Market ResearchPharmacy serves both the human and veterinary markets. Already a • Business Analysisprimary player in the veterinary market, Wedgewood has been • Merchandise Analysisexpanding their footprint by developing new and innovative dosage • Circulation Planning • Brand Developmentforms. They needed a compelling way to reach new and existingcustomers to get the word out, increase their market share, and meet Multichannel Campaign Development • Strategic Creative Developmenttheir aggressive goals for growth. Lorél was instrumental in the • Online Marketing Strategymarketing launch of a number of these products and programs, so • Interactive Design & ImplementationWedgewood asked us to help them define a digital marketing strategy • Design & Production • Copywritingthat would help them meet their goals, as well as complement their • Photography & Photo Productioncurrent programs. The strategy was twofold: • Prepress & Print Production • Mail Management 1. Increase sales by expanding the brand in the veterinary market, as well as in a new market, human health. Deliverables 2. Provide better customer service and self-service online tools to • Catalogs / Magalogs • Brochures their customers. • Postcards • Email Programs • Corporate and Ecommerce Websites 12
  13. 13. Wedgewood: Digital Marketing & StrategyShort-Term GoalsCustomer information and purchase history were maintained ina variety of databases. The goal was to consolidate theinformation into one database, allowing a holistic view of eachcustomer. Wedgewood would then be able to segment theirhouse file for a more effective contact strategy. Since researchshowed that customers with email addresses had a higheraverage order size in dollars and a greater lifetime value, itwas deemed preferable to create effective transactional emailsand e-newsletters. Lorél also recommended the expansion oftheir SEO campaign, an outbound telesales campaign togather customer email addresses not already in the database,and to revisit their brand strategy for both the veterinary andhuman markets. Welcome Email 13
  14. 14. Wedgewood: Digital Marketing & StrategyLong-Term GoalsBuild out an internal IT infrastructure toaccommodate strategies for e-commerce,triggered / transactional emails, and prospectingtactics. This infrastructure would also allow theclient to develop a holistic view of the current andlapsed customer base. Wedgewood spent muchof 2007 and 2008 focusing on this goal of a singleview of their customer. In 2009, they revised theirbrand image and promptly launched a veterinaryonline prescription and ecommerce system thatwill be unified throughout their Web and customerservice channels. The human market version willbe released shortly thereafter. eCommerce - Shopping Cart Page 14
  15. 15. Magee: Website RedesignWebsite RedesignMagee Rehabilitation faces fierce competition in thePhiladelphia marketplace. Their website offered qualityinformation, but didnt do much to fill hospital beds. The sitesprimary targets are under extraordinary stress; theyrecaregivers whose loved ones have just been struck with acritical illness or injury, and they need to make life-changingdecisions, fast.Our goal was to do more than build awareness. We wantedto elevate Magees position in the marketplace, build trustwith their primary audience, caregivers, and increasemarket share.The website redesign was more than just redesigning thepages and migrating content; the redesign combined theneeds of multiple audiences and allowed for multiple contentcontributors. Since Magee already had a 400+ page website,user expectations were already set. And since Magee also View the Websitehad legacy applications, the complexity of the project and theintegration increased. 15
  16. 16. Magee: Website RedesignThis combination of building awarenessand audience-specific content and toolshas led to a website that personalizes itscommunication and builds trust with itsprimary audiences. Visits, page-views,time spent on the site, etc. are now wellabove industry benchmarks. Users aremoving deeper into the audience-specificsections and reviewing more content.Lorél built use case scenarios, peraudience type, in order to accomplishthis goal. 16
  17. 17. Rita’s Waterice: Social Media Product Launch View the WebsiteRita’s Ice Mystery Flavor ProductLaunch & Online ContestRita’s gives free ice on the first day ofSpring every year. Last year they wereinterested in taking advantage of theirhuge fan base. The Mystery Flavorcontest was created to support andpromote a multichannel launch of anew flavor of "ice," whereby fans couldsubmit a name for the new flavor for achance to win. Fans could share, rate,& vote for their favorite name. Thebuzz that resulted accounted for30,092 total names submitted and1,989,606 total votes in three weeks. 17
  18. 18. Rita’s Waterice: Social Media Product LaunchRita’s Ice Mystery FlavorProduct Launch & OnlineContestThe contest was a viral success. Itwas listed in Twitter Trends, top100 "buzzworthy" topics for theday, within the first three days oflaunch. Steven Colbert petitionedhis fan base on his blog, ColbertNation, to have one of the many"Colbertized" names win. Itresulted in multiple posts in theblogosphere. Sorry to say forColbert, "Colbertberry" didnt winbut it was a top 10 finalist in thecontest. Marketing Sherpa namedthe campaign to their 2009 ViralMarketing Hall of Fame. 18