2. The company, a subsidiary
of Spector photo group,
provides several printing
options including high-
quality photographic
paper, posters, albums,
mugs, mouse pads, wall
decoration, puzzles
and more. As a pure
e-commerce player
with a presence in 13
countries, smartphoto™
aims to distinguish itself
from its competitors with
various customization
options while focusing
on usability, ease-of-use
and accessibility. Kristel
De Blezer, eCom Manager
of smartphoto™, and
Pieter Jan Jacobs, CRM
Campaign Manager,
explain their marketing
goals and challenges and
how Selligent responds to
them.
COMPANY
smartphoto
WEBSITE
www.smartphoto.be
INDUSTRY
Retail
GEOGRAPHY
Belgium
THE POSSIBILITIES
SELLIGENT OFFERED TO
ACHIEVE THIS ‘CENTRALIZED
DECENTRALIZED STRATEGY’,
ALONG WITH THE STRONG
FOCUS ON MARKETING,
BEHAVIORAL DATA AND
INTEGRATION, WERE
THE MAIN REASONS WHY
SMARTPHOTO™ CHOSE
SELLIGENT.
Kristel De Blezer, eCom Manager
3. Gaining
a single
customer view
to increase
conversion
The digital photo service provider aims at gaining
a single view on its customers in order to optimize
customer interactions and conversion, make its
messages more relevant and move beyond traditional
mass communications, adding a strong behavioral
component.
smartphoto™ started using Selligent primarily for email
marketing. However, by combining data on customer
behavior and metrics regarding touch points with
existing customers, the company can now use a single
solution to understand the needs of its’ customers,
improve customer experience, communicate better
and even offer new products.
Pieter Jan Jacobs: “To achieve this, historical behavior,
click behavior and website engagement of customers
are taken into account. This turns Selligent into a digital
customer interaction dashboard whereby the solution
is used as a CRM platform connected with the main
customer database.”
Kristel De Blezer adds: “By tracking behavior across all
possible channels and interactions, predominantly the
website and communication channels, smartphoto™
achieves a single view.”
A relevant
email
marketing
strategy
through
segmentation
and a personal
approach
”The email marketing strategy of smartphoto™ is
entirely taken care of by Selligent, whereby lists of active
customers (cross-selling, up-selling), ‘old’ customers
(reactivation) and prospects (acquisition) are used. We
want to avoid too much communication and use the
Selligent clash management and flow features in order
to prevent marketing fatigue and focus on valuable
interactions, an issue smartphoto™ sees gaining
importance,” continues Kristel De Blezer.
TRANSACTIONAL EMAILS AND CUSTOMER
SATISFACTION
Each time an order is placed on the smartphoto™
website, customers get confirmation emails. However,
the company also uses scenarios to send automated
mailings, asking for customer satisfaction to further
improve its activities.
ACQUISITION CAMPAIGNS
smartphoto™ regularly develops competitions and
campaigns to gain new contacts and identify potential
future customers. These are often organized with
partners, whereby components of Selligent are used
to integrate data for follow-up mailings, according to a
carefully balanced strategy.
PROMOTIONAL EMAILS
Using promotional emails the company reactivates
old customers, follows up on prospects and sends
segmented and personalized mailings to existing
customers.
4. The email marketing strategy of smartphoto™ is
conducted by the national marketing teams since they
know their markets best. This leads to segmentation and
personalization strategies, revolving around scenarios,
specific market phenomena (for instance, in some
countries people tend to order Christmas cards very
early) and specific events (that differ per country). Some
of the resulting campaigns are automated (scenarios)
while others happen on a more personal basis..
The
challenge of
a ‘centralized
decentralized’
strategy
Despite this local approach, smartphoto™ chose
Selligent for a centralized control of the application.
The national teams of smartphoto™ used to work with
different third party email providers, paying per number
of emails sent.
“Selligent allowed smartphoto™ to centrally manage
the system and share best practices across all countries,
while enabling all local teams to conduct their own
marketing strategy and execute their own campaigns”,
says Kristel De Blezer. “That is one of the reasons why
the dashboard function of Selligent is so important,
she adds. Technically it allows leverage for the thirteen
countries where smartphoto™ is active and it enables
the company to gain best practices.”
“As the database grows, the advantages of the pricing
model of Selligent - that differs from that of ESPs since
it’s not based on a ‘per mail sent’ approach - has a
positive impact as well,” adds De Blezer.
Her conclusion “The possibilities Selligent offered to
achieve this ‘centralized decentralized strategy’, along
with the strong focus on marketing, behavioral data and
integration, were the main reasons why smartphoto™
chose Selligent.”
SELLIGENT INC. 745 Atlantic Avenue | Boston, MA 02111
SELLIGENT SA Avenue de Finlande 2 | 1420 Braine-l’Alleud | Belgium
www.selligent.com
