All posts by editorial team

08 Feb 2021
Sticky Post By Posted in Customer Data, Seasonal Permalink

Seasonal vs Always-On

Sticky Post By On 08/02/2021

Seasonality planning certainly changed for 2020 which challenged marketers to evolve their thinking, for example Valentine’s Day 2021 a single day dedicated to celebrating love will boost the UK economy by £650m according to the National Retail Federation, this year I suspect there will be a different message, perhaps date nights at home or Online, Self-Love, gifting to those that you’ve not been able to see for a while (Valentine’s Day with Odicci).

Seasonal campaigns will always be in a marketer’s tool kit – Why?….because they work!  However there is also an equal weight on the value of ‘Always-On’ for your customer marketing strategies, leveraging campaign automation around the customer journey. Which starts right at the beginning of the customer lifecycle.

  • How is the customer welcomed and what Zero-Party Data are you collecting?
  • What opportunity do you take to get to know them…remember this is where customer engagement levels will be at a high?
  • What can you do to speed up the first purchase opportunity in a personalised way?
  • At the other end of the spectrum, what tactics can you use to reactivate / re-engage a customer?

The benefits of setting up ‘Always-On’ experiences is that once set up, they simply continue to run, responding to customers at the right time, in the right way, not based on a season, based on your customers timing and behaviour.

Don’t forget about them…use the time saved to constantly review the results and optimise in line with a test and learn approach.

‘Always-On’ Experiences

Here are some ideas of ‘Always-On’ Experiences you can easily setup with the Odicci platform:

  • Swipe to enrich – an engaging way to collect zero party data right at the beginning of the relationship
  • Product Finders – a guided selling application to capture data and point your customers to the right product for them
  • Birthday Campaigns – once you have collected your customer’s date of Birth, set up a Birthday Trigger – treating them to something special in their basket
  • We Miss you – let’s face it, not everyone is going to engage all of the time, so why not introduce a ‘instant win’ mechanic to stimulate engagement

 

 

19 Nov 2020
Sticky Post By Posted in Customer Data, Inspiration and Ideas Permalink

3 ways to enhance personalisation with Zero-Party Data

Sticky Post By On 19/11/2020

 

by Camilla Bass, Content Marketing Manager at   

 

First-party data – such as actions a customer takes across your website – is the backbone of any good personalisation strategy. Packed full of behavioural insights and implied interest, it allows marketers to personalise the shopper’s experience across all stages of the customer journey. 

But if you want to enhance your personalisation with additional insights that first-party data can’t provide, consider using zero-party data – the data which a customer intentionally and proactively shares with a brand. While first-party data helps marketers infer a customer’s interests and preferences, zero-party data provides explicit information to add colour to customer profiles. 

Here are three ways to enhance your personalisation with zero-party data. 

1) Personalised marketing emails

If you’ve ever visited an eCommerce pet product retailer, you might have been asked to share information about your favourite animal, the type of pet you own or your pet’s name. This is a prime example of zero-party data, information that can enrich a customer’s experience with that retailer. 

Let’s say your customer owns a labrador named Lucky, and they’ve shared this information when signing up for your email newsletter. You can use this data to enhance the personalisation of your newsletters. For example, you can catch their attention with a dynamic hero banner that pulls in an image of the relevant animal and breed, in this case, a labrador, along with the pet’s name. This will help you resonate with your customer, build their confidence and keep them engaged with your brand. 

You can then use first-party, real-time purchasing data to recommend bestsellers in your selection of labrador products. Including personalised product recommendations in email newsletters is proven to boost sales by up to 24%, making it a tactic worth adding to your marketing toolkit. 

2) Personalised coupons

Most of us have eagerly shared our date of birth with retailers, restaurants and brands in exchange for the promise of birthday discounts and treats. This information enables marketers to delight their customers each year by sending them a token of appreciation. And since birthday emails generate 342% higher revenue per email than promotional emails, the customer won’t be the only one celebrating. 

Marketers can boost the revenue-generating potential of birthdays by combining zero-party data with first-party data. For example, try sending your customer a personalised coupon on their birthday to spend on their most frequently browsed or purchased product category. A targeted offer such as this is more likely to resonate with customers and lead to a conversion. 

Bonus tip: The most effective coupons follow customers from triggered and bulk emails to your website, and vice versa, to increase the exposure and redemption rate.

 

3) Personalised product recommendations

Many maternity and baby product retailers add the option for customers to share their due dates while signing up for their newsletter. When combined with first-party data such as frequently purchased or browsed products, this information can help marketers boost the effectiveness of their product recommendations. For example, before the due-date marketers can recommend maternity clothes in the customer’s most browsed brand, switching to baby products once the due date has passed.  

 

Recommending frequently browsed or purchased products is a great way to harness the power of familiarity, as customers tend to prefer items they have seen multiple times. Try using this recommendation type on the homepage to encourage shoppers to click through to your product pages. Displaying onsite personalised product recommendations is proven to boost sales by up to 12%. 

 

Final thoughts

By capturing consumer motivations, intentions, interests and preferences at scale, marketers can build upon first-party data to enhance their personalisation. Whether you’re new to zero-party data or you’ve been collecting customer insights for a while, these three personalisation ideas are guaranteed to provide your visitors with an experience that delights and converts. 

Feeling inspired? Download The Ultimate eCommerce CRO lookbook for 21 real-life eCommerce personalisation examples to help you increase your conversion rate.

 

28 Jul 2020
Sticky Post By Posted in Boost Engagement, Customer Data Permalink

Data capture enhanced Scribbler’s engagement!

Sticky Post By On 28/07/2020

Data capture is very vital for all types of businesses. let’s find out how Scribbler boosted their database and email list by 10x.

It was 1981, Margaret Thatcher has been in power for two excruciatingly long years already, Charles and Diana have just announced their engagement, Bucks Fizz has won the Eurovision Song contest and Scribbler has just been born!

There are 32 Scribbler stores across the UK that see thousands of customers every day, yet little customer information was gathered until the company partnered with ODICCI to create an offline-online campaign.

Previously, Scribbler used in-store sign-ups/forms requesting email addresses and information, which they had to manually type up themselves.

This was very time consuming and unengaging. So, how did Scribbler capture 10x more email addresses and increase their database by 50% in 4 months using ODICCI?

Scratch cards were distributed in-store along with receipts, if a participant scratched three pugs, they were a winner. To redeem their prize, winners went to the campaign micro-site and registered with their code from their card, and entered their email.

Scribbler is able to track all of the results from the campaign on the ODICCI dashboard in real-time and on a store-by-store basis.

Objectives:

  • Offline data capture
  • Increase registrations
  • Manual excel imports into CRM

Solutions:

  • Scratch card competition
  • Offline engagement > online registration
  • Direct integration into CRM
  • ESP integration

Results:

  • Customer engagement in 34 stores in the UK
  • +90.000 new email addresses in 6 months
  • One out of four customers participates
  • +93% of new email addresses
  • +70% of customers register outside of the store
  • 50% database increase in just 4 months

Related Blogs:
DATA CAPTURE BOOST CUSTOMER ENGAGEMENT BY 319%!
DATA CAPTURE BOOST MAKEPOSITIVE BY 100+ ENTRIES!

27 Jul 2020
Sticky Post By Posted in Boost Engagement Permalink

Boost database and sales for Mi&Co

Sticky Post By On 27/07/2020

Businesses aim for the same results which are to boost database and sales! this is very common for businesses in all types of industries.

Mi&Co wanted to connect and boost engage their customers with an interactive promotion during the busy summer months to increase their database and their sales.

Mi & Co worked with ODICCI to create a scratch card campaign with unique codes. The scratch the card and revealed whether the participant had won something but does not tell them what.

Using their unique code, the participant visits a landing page created in ODICCI, with the URL www.miandoco.es/win. The participant would enter their unique code and start capturing data using capture sequences.

To conclude an email is send to the client to allow them to claim their prize.

The data obtained is stored in our CRM platform. Mi & Co had access to the data obtained in the campaign at all times.

Problems:

  • Low number of records
  • Retention of data on paper
  • Manual data capture process
  • Limited customer profile (often just email)
  • Vendors require support for data retention
  • Customers not always willing to register

Solutions:

  • 5,000 cards for promotion
  • Campaign conducted in 3 stores in Barcelona
  • Email marketing campaign announcing the promotion
  • Campaign visibility on the Mi & Co website
  • Communication of the campaign on social media
  • Re-targeting Campaign – Google Adwords (SEM)

Results:

  • + 40% of customers participated in the promotion
  • + 35% of registered customers using the cards

Related Blogs:
DATA CAPTURE BOOST CUSTOMER ENGAGEMENT BY 319%!
DATA CAPTURE ENHANCED SCRIBBLER’S ENGAGEMENT!

24 Jul 2020
Sticky Post By Posted in Boost Engagement Permalink

Does gamification really work?

Sticky Post By On 24/07/2020

Ever considered using gamification as a marketing tool?

Are you looking to increase your sales and customer engagement? Drive sales from existing customers?

If you feel like your current method of interacting with customers and acquiring them isn’t engaging and not successful enough look no further!

In recent years gamification has been trending as a way of exceptional support for user engagement and a great enhancement for customer experience.

In this post, we provide you with a basic grasp on gamification and how you can harvest it’s potential to effortlessly augment your services.

This is mostly due to its intrinsically motivating nature, by giving a “gameful” experience, hence the name gamification. Its goal is to further desired behaviours by invoking a psychological experience, just like games do.

The future of customer engagement involving gamification?

The answer is simple yes, many believe this is the next generation method for marketing and customer engagement. In 2014 Hamari, Kivisto & Sarsa conducted a literature review into the effects of gamification and found 8000+ studies.

According to their results, it does have positive effects and benefits. They also found that removing gamification might have detrimental effects.

Furthermore, positive experiences from gamification on engagement and enjoyment were reported in all of the studies. The results hold important implications for crucial marketing metrics, that largely pertain to an increase in quality of the service and user activity.

Context matters, but don’t worry we can help!

Does it really work? the literature review suggests that, indeed, it does work. However, studies suggest that the context of the service might be an essential precedent for engaging gamification.

We provide you with an easy-to-use platform to create gamified experiences, that was created with the consumer needs and expectations in mind.

Implications for managers

What does it mean for your company? Don’t fall behind your competitors and provide an outstanding encounter for your buyers.

ODICCI can help you with adding a gamified layer to your core activity or assist you in customising your existing systems. Using our expert services you as well can create engaging and appealing content.

Related Blogs:
DATA CAPTURE ENHANCED SCRIBBLER’S ENGAGEMENT!
DATA CAPTURE BOOST CUSTOMER ENGAGEMENT BY 319%!