Interactive experience = BA gaining £16,256,000!

Interactive marketing is vital for all types of businesses. Below will display how our interactive experience boosted our client British Airways in today’s case study!

British Airways (BA) is the largest airline in the United Kingdom. Earlier this year, BA partnered with Comic Relief to create their ‘Flying Start’ campaign. British Airways want to help give children in the communities which they fly to have a brighter future.

British Airways needed an interactive platform where customers could engage with their campaign and decide how their £200,000 bursary should be distributed across the UK and international charities.

The four categories were: Domestic and gender-based violence; Homelessness and street children; Employability and education using sport; and HIV and AIDS.

Participants watched a video for each category, detailing its importance to help them make their decision. After this, they chose the category they thought most needed BA’s help.

The final screen thanked participants for voting and gave them the opportunity to donate to Flying Start. So far, British Airways have raised £16,256,000. To donate to this brilliant cause, click here.

Objectives:
Customer insight and engagement
Increase donations

Solutions:
Interactive survey
Triggered email notifications

Results:
Customer insight
Positive brand image
£16,256,000 in donations

Interested to know what ODICCI can do for you?

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How is Central England Co-Op collecting preference data?

Central England Co-Op uses an interactive “tinderesque” swipe survey to boost engagement and to collect customer preferences.

This swipe survey allows Central England Co-Op to build a direct relationship with their customers.

It helps them better personalise their marketing efforts, services, offers, and product recommendations.

As the results come directly from their customers, there are no intermediaries and no guesswork.

No spamming customers with ads for products they have already bought or do not intend to purchase.

The swipe survey running behind an email marketing campaign drove a 28% Click Through Rate with a 20% of surveyed customers sharing their preferences. The swipe survey is a great experience to boost engagement.

Customer preferences are then directly fired to their marketing automation platform. This enables the email marketing team to trigger personalised recommendations.

With the Odicci platform you can discover what customers intend to do or buy in the future. As the data collected is intentionally and proactively shared by customers.

Collecting customer motivations, intentions, interests and preferences at scale allows for a personalised customer experience.

To collect data required to improve personalisation, customers need to be entertained, engaged.

By leveraging the right mechanics customers will tell what products they desire, what they look for in a service, and what motivates them to purchase.

This type of data is zero party data. Zero party data is collected directly from customers. And not by using tracking pixels, cookies or cross-device identification.

As a result zero party data is accurate information, not inferred.

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Payday Emails to Boost Engagement

Find out how you maximise your payday emails with interactive experiences.

Payday is a joyous word, the occasion evokes emotions of joy, excitement and relief for many. How should you adapt your marketing strategies to suit the monthly financial refuel?

According to research, 33% of consumers spend more around their payday. This is an opportune moment to deliver personalised communications to your customers.

We can categorically say that if you are selling to consumers, then payday, or the run-up to it, should be your definite day.

That doesn’t mean other days in the month aren’t profitable too, but payday is one you cannot afford to miss!

Paperchase rewards their members with a payday perk over a four-month period. as a brand, they wanted to change things up. Paperchase used the odicci ‘spin the wheel’ experience to boost engagement.

To conclude this resulted in an increase of 109% CTR (Click-through rate)!

Sorcha Lynch who looks after the online marketing for Paperchase commented

“ We’ve been working with odicci for a number of years now and it was an obvious choice to use an odicci experience for our payday campaigns and we are pleased with the results we have seen”

Want to know more about odicci and how we can boost your marketing campaign, get in touch at  [email protected]

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How did Ryman boost Drive engagement customer engagement?

Were you aware that odicci’s platform allowed Ryman to have their revenue doubled through customer engagement?

The user-friendly platform enabled the brand to benefit improved and insightful information from its customers.

Ryman, Odicci, Ometria and Astound Commerce recently got together for a virtual fireside discussion.

we discovered that the brand is currently weathering the storm by focusing on creating great customer experiences. 

Webinar link: https://pages.ometria.com/webinar/ometria-odicci-ryman/

How did Ryman do customer marketing before Covid-19?

Phil Turner – Naylor, Head of Marketing (Ryman) told us about their robust email marketing programme focused on product and price. This was the main customer marketing strategy alongside acquisition campaigns to grow the customer database.   

The ‘Everyone’s a Winner’ acquisition campaign is an interactive experience that will typically see a higher opt-in rate when compared to traditional signup boxes.

Furthermore, an 80% participation rate was driven from offline sources.

Luam Mesfun, Customer Success Manager from Ometria explained that segmenting newly acquired customer data via the source of sign up. The brand was able to deliver truly personalised messaging with a positive response.

How the Covid-19 has impacted the brand’s marketing strategy

With all physical stores having to close, Phil explained that Ryman has had to adapt to a website only business. It was important to ensure the primary objective was to be useful and helpful to their customers.

This was achieved by delivering timely, relevant and inspired customer communications which provided added value. This change of approach has seen revenue attributed to email communications double and interestingly with no incentives provided.

Victoria Manning, Head of Customer Success at Odicci, shared the results from the Personality Profiler, enabled an interactive experience to encourage customer engagement.

Ryman’s future plans for customer engagement

Customer shopping habits will have changed, probably forever and will need to be nurtured, the brand strategy will be to continue keeping the customer at the heart of everything. Our aim is to be able to be helpful, inspired and personalised comms to drive customers back to Ryman and be their destination of choice’

Phil Turner Head of Marketing (Ryman)

Victoria outlined plans to drive more ‘always on’ experiences to further drive customer retention and the collection of rich customer data. This will continue to drive personalised communications database.

Luam shared the post-purchase campaign that is soon to be implemented that will be heavily segmented based upon purchase category with the focus to drive repeat purchase.

Final Thoughts

An interesting discussion from Ryman, a leading UK retailer which has recognised the need to adapt in these fast-moving times. A seamless customer experience with consistent brand messaging across all channels.  

Our thanks to Phil, Luam and Roxanne for taking part in this webinar.

Want to know more about odicci and how we can support your customer marketing strategies, get in touch at  [email protected]