Boost database and sales for Mi&Co

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

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What is Zero-Party Data?

All successful marketing begins with good data — because data drives personalisation, and personalisation drives conversion. 

Types of data

Personalisation strategies have traditionally looked at three types of data to work out interests and intents of consumers.

These three well known types of data are:
> First-party data is any information that is collected through a direct relationship with a consumer.
> Second-party data is data that users are not giving directly, but that brands are obtaining through a direct relationship with another business.
> Third-party data is implicit, often outdated, collected by an entity that doesn’t have a direct relationship with consumers (for example cookies, browsing behaviour, credit score, …).

The problem is that a lot of it is based on inferred and observed data. And we know that assumptions are often wrong.

Another problem is data Privacy.  Following large data breaches governments introduced tighter regulations. We know The General Data Protection Regulation (GDPR) here in Europe and more recently the California Consumer Privacy Act (CCPA) this year.

Following these events Forrester introduced the term zero-party data defined as follows:

“Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include purchase intentions, personal context and how the individual wants the brand to recognize her.”Forrester

Why is zero-party data hot?

As competition grows marketers face increasing pressure to deliver personal experiences to engage.

Zero-party data is considered the most accurate customer data to deliver personalisation at scale because it reflects on current consumer experiences and provides insight into consumer intent. 

Marketers rather than relying on perceived or inferred information are directly asking consumers, who are intentionally and proactively sharing in return. 

Zero-party data is based on concepts of privacy and value.

Consumers are open to share personal data with brands when they receive better experiences. Brands must in exchange be transparent about how they collect and use the data.

Creating engaging experiences that build trust in the way consumer data is used is the best way to drive true personalisation. 

By taking the zero-party data path, marketers build direct relationships with consumers. As a result, marketers better personalise marketing communications and product recommendations.

Value exchange

When collecting zero-party data consumers need to be entertained, engaged, and receive something in return for their attention and personal data. Consumers provide zero-party data as a direct value exchange. 

To motivate consumers to intentionally and proactively share their data marketers can use incentive mechanics such as instant wins, exclusive offers, coupons, gifts, loyalty points, …

Successful zero-party data collection is based on interactive conversations and enables consumers to create their own experience while interacting with the brand.

For marketers to succeed they need to create experiences led by inspiring design and empowered by data and technology. 

Via interactive content (swipe survey, a personality test, game, playful poll or quiz) brands can collect zero-party data. 

For example with a “tinderesque” swipe survey we helped Central England Co-Op collect preferences and interests from their audience.

Together with Paperchase we implemented interactive personality profilers to collect insights from their customers.

By putting consumers in control marketers activate trust and create the most effective way to collect interests, intents and preferences.

With zero-party data, you can identify your highest value customers, develop one-to-one personalisation and maximise lifetime value of your customers. 

In summary

There is a general concern about data quality as inferred and observed data sources are not reliable.

A new type of data called zero-party data emerges. Data that is intentionally and proactively shared with a brand by consumers.

Thanks to zero-party data brands can increase customer satisfaction, improve loyalty, drive advocacy and generate revenue. 

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Interactive Customer Profiler

Does gamification really work?

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.

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10 interactive Summer experiences

Summer goes hand in hand with fun times for many reasons. This often the time people spend on holidays and online shopping tends to slow down in the summertime whilst people are travelling and enjoying outdoor fun.

According to Forbes most e-commerce stores, summertime means lower revenues, with gross sales dropping by 30% from top sales months like December. It is important to stay ahead of the competition to sustain business growth.

10 interactive experiences that will boost engagement

Smash the weather

The smash experience is popular for your audience. It allows your audience to get tips, or just see your products from a new perspective. Watching your products in action can help them make more educated decisions.

The Wheel of Fortune (Summer)

The Wheel of Fortune is an excellent way to grab your audience attention. The experience allows lead capture, improve conversations and create an emotional connection.

The sunshine Quiz

The quiz is a lovely way to build a relationship with your audience. The audience plays for points, and a leaderboard shows everyone who is in the lead. With fun elements attached to the experience, your brand stands out.

Summer Profiler

This experience provides valuable insights from your audience. It gives a deeper understanding of their preferences. This fits with the general idea of the profiler and led to a very strong conversion rate for your brand.

Peel to Reveal Summer

The experience allows you to interact with your audience in a fun and exciting manner. Thinking outside of the box makes you stand out and drive more revenue.

Gift Finder

The experience is an excellent way to draw new subscribers and turn them into consumers. The experience helps to make it more memorable and more engaging.

Summer swipe

The experience generates a demand for your products by adding gamification elements to your content and sweepstakes. Show off your latest products and discounts to keep your audience excited and informed.

Memory sunshine game

One of the best ways to reinforce new information is to give people the opportunity to use that information in some way. The audience will be able to differentiate your products from the competitors.

Sunny PinBall

The experience is pure fun for your audience. The lights flash, bells ding, and bumpers thump as the points rack up making it easy to focus on the game and lose track of everything else.

Summer Selfie Experience

This experience allows you can encourage your visitors to utilise your product. Create a photo contest in which your visitors will share the photo of their makeup.

Related Blog Post:

10 interactive Christmas experiences
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10 interactive Black Friday experiences

You’ve probably heard some of the madness that surrounds Black Friday, well it’s about to get a little crazier!

Black Friday is the day after American Thanksgiving. This marks the start of the Christmas holiday shopping season for consumers.

This often means retailers often heavily promote their stores and markdown prices to entice shoppers to buy products both online.

Black Friday Biggest Shopping weekend

Black Friday is the start of the biggest shopping weekend of the entire year, it is full of amazing deals, cheap electronic items!

According to Statisica (2019), The United Kingdom takes Black Friday quite seriously. The total retail spending during Black Friday was forecast to reach £8.57 billion pounds. The highest among many other countries in Europe.

The figures suggest that reports of Black Friday fatigue among shoppers, deterred by bogus discounting, may have been wide of the mark. Black Friday retailers to keep Black Friday as a key retail event in the run-up to Christmas.

10 interactive experiences to improve your engagement with your audience!

Scratch the discount

 

The smash the discount is an effective interactive experience that will enable your audience to have a bit of fun. The interactive experience permits your audience to get inspiration, tips, or just see your products from a new perspective.

Spin the wheel (Black Friday)

Interactive games like spinning wheel is a great manner of grabbing the consumers attention. The experience will not only just boost your email list but also improve conversation rates.

Black Friday (Quiz)

Quizzes have the ability to drive massive chunks of traffic and that’s not the end of the story. For marketers like us, we need a purpose for driving traffic, eyeballs alone are not the goal.

To help connect the dots between quizzes and ROI, here is the complete guide to making and using quizzes.

 

Black Friday Profiler Game

odicci’s customer profile experience will help you to understand who your audience and their interests. This insight will help you to recognise your customer’s characteristics, behaviour and trait.

Black Friday Memory Game

The new memory game will help you to improve the general brand awareness of your company.

Your potential clients will be aware of your existence and the products and services that you offer. That can only mean that there is a big chance of converting them into your customers!

Peel the Friday discount

The peel experience enables you to interact with your audience in a fun, unique and exciting manner. The experience enables you to stand out and boost more revenue.

Black Friday Gift Finder

Gamification can be a great way to attract new subscribers and keep them. The interactive elements help to make emails more memorable and more engaging long after the initial sign-up.

Black Friday Wheel of Fortune

The Wheel of Fortune experience is a unique marketing tool that often is not classed as marketing. This is often seen as a fun and exciting experience. The interactive experience allows your audience helps generate good conversation rate.

Black Friday Pinball

The purpose can be pure fun and entertainment. Lights flash, and bumpers thump as the points rack up making it easy to focus on the game and lose track of everything else. Pinball experience is an exciting manner to improve loyalty, increase conversions and retention for your brand.

Black Friday Selfie Experience

If you are a cosmetics brand, you can encourage your visitors to make a Halloween makeup. Create a photo contest in which your visitors will share the photo of their makeup with your products.

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