eCRM class assignment. We selected a brand and suggested how it could apply Social CRM strategies, principles and technologies to its business model in order to enhance the customer Experience and value proposition, build the brand and drive sales. Key: Personalization. [july 2011] eCRM - Professor: Andrew Campbell Master of Digital Marketing - HULT London

14. Introduction
• http://www.youtube.com/watch?v=KMK4uBV
-nRA

15. E-CRM STRUCTURE
WOMEN
MEN &WOMEN
 I love my bundle Blog
Makeover E-mail
SPA
The panel
MEN My little
cabinet
Network of
Men e-CRM consultants
Program Granny knows
best

16. Email Marketing
Improving the channel:
• Subscription form should contain
additional information
• Distinguish offline type of customer
• Personalise the channel based on the
answers in registration form
• Provide form filling in Facebook and
special offers via Twitter
• Involve digital designers to optimise
the email’s structure and its
attractiveness to the customer

17. Love your blog
An interactive blog that creates a continuous dialogue with a
customer. There will be several categories and Q&A section.
The Categories
• Facial care
• Tutorials Make-up
• Beauty at work
• Your day with
The Body Shop
• Men’s products
• Travelling suggestion
Spreading
Share the blog through social networks (Facebook, Twitter),
main website link, email updates

18. Get my makeover now!
Main aim of service: Provide real makeover
experiences with professional advices from
different specialists.
Personalized Service: Makeover with real
customers, using the products they are currently
or willing to use based on their main needs.
BENEFITS
CUSTOMER BRAND
Consumers become co-creators of their
Credibility of the brand.
own experiences.
Inform and update customers of the most recent Increase of customer participation in social
news and tips of Body Shop products. media networks.
Give them access to information that allows them
Body Shop will identify and retain
to be informed, empowering choices which thus,
customers, by providing real experiences.
provide brand awareness and value.

19. My little cabinet
A virtual cabinet will have a record of the
products they have purchased in the
customer profile account.
An email will be sent to the customer near
the date the products will near end of use
according to the standard usage statistic,
to remember them to visit The Body Shop
and refill their cabinet with new ones.
BENEFITS
CUSTOMER BRAND
Active participation in the purchase process
by suggesting acquisition of products and
Never be without their favourite products. increasing the opportunity of cross selling.
The customer will feel that The Body Shop is
thinking about their well-being. Personal data collected to use in better
segmentation for the email campaigns and to
determine they most valuable customers.

20. Because Granny knows best…
Customers will create and share their best home tips for beauty. After
they post their ideas, other customers will rate them at the end of each
month and the most effective, could be considered for the creation of
new products that will be sold on The Body Shop stores.
Benefit to consumer
Customer are part of the brand,
they will become the creators of
new products, and their ideas could
become real.
• Benefit to brand
• Huge poll of new product ideas
created for free by the customer.
• Increase engagement with the
brand

21. Consultant Network
Consultants will do more than sell. We will train them to offer expert
advice and to demonstrate specific treatments. Once they undertake
the course, The Body Shop certificate will qualify them to engage
customers.
• Create a consultant’s
network available via website
and via mobile phone.
• Create a public directory of
consultants in London.
•Google Maps will form the base of the CONSULTANT FINDER.
•Customers that are looking for services to be delivered at home can
find the appropriate and nearest Consultant.

23. “I Love my bundle”
Main aim of service:
Offer customized bundles for women in
daily life.
BENEFITS
CUSTOMER BRAND
Credibility in the brand ,enhancing a long-term
Female products incremental sales.
relationship.
Personalised purchase experience. Adding value
Conversion of customers to loyal
by creation of own bundle: The Body Shop
customers.
signature.
Promotions, and excellence in delivering online Building The Body Shop customer
and offline customer service. trust and value.

24. Join the panel
Loyal customers will be invited to rate
products before they even get to the
market.
Objectives:
• Get customer´s insight for product
development and communications
• Build a group of brand advocates that would spread the word of the products
• Get trials of the product that will finally impact in the product sale.
BENEFITS
CUSTOMER BRAND
Getting products for free Get feedback for product development.
Get advocates of the brand that would spread
Being informed of the latest developments
the word.
Reward loyalty and improve the relationship
The pride of being “part” of “The Body Shop”
with current customers

25. The Body Shop SPA
You don’t pick a package, you will create it. You choose between all the
options of products and services we have. It is your chance to try them
all
• The customer is invited to the Spa:
a) By accumulating points with the loyalty card.
b) By creating and buying your package / gift vouchers
• Segmentation by customer needs and wants
Beauty Health
Facial & Skin Body treatments Relaxing Sleep retreat
Pedicure & manicure Detox
Groups Special
Day at Spa for friends Before wedding
Couple packages Pregnancy

26. Men CRM program
30% of the visitors of The Body Shop. Men offer high growth potential.
• Acquisition of the fastest growing
segment of the market by setting up the
right “environment” for them
http://universityhealth.wordpr
ess.com/2011/02/07/one-
• Genuinely interested in looking healthy
week-of-love-healthy-vs-
unhealthy-relationships/
BENEFITS
CUSTOMER BRAND
Create an open space for men to talk about
Female product incremental sales by tackling a
their health and beauty concerns.
new customer segment (husbands)
Acquisition of the fastest growing segment of
Get expert advice without going to the doctor. the market by setting up the right
“environment” for them

28. Blog Network of Men e-CRM
The Body Shop E-mail
SPA
consultants
Granny knows best
Program
Benefits The panel
My little cabinet
 I love my bundle
Makeover
CUSTOMER BRAND
• product options • each existing and new target
what the customer is looking for. audience by:
a. roviding relevant information.
• nhancing a long-term b. ncreasing f existing
relationship. channel .
c. eaching the
• Personalised purchase at the right time.
experience etter feedback from
customers
• discounts
online and offline service.