When asked about how retailers can have 360° customer insight, Managing Director Alexis Lecanuet of Accenture said, “By means of loyalty cards.” Alexis Lecanuet recommends Maxxing solution which provides omnichannel customer relationship management, campaign optimization, event triggering, loyalty management and real-time offers. Maxxing, established in 1998, is a French-based growing technology company.
“Personalization is a way to improve the customer experience,” emphasizes Sales Director Alban Decoster and Sales Engineer Dany Soubra of Maxxing during a workshop conference.
There are three main steps in the customer experience journey:
First of all, the retailer must have accurate customer data in order to understand him/her. Retailers must leverage the power of customer data to implement targeted marketing efforts across all channels. Retailers must have answers to these questions about their individual customers: “What do my customers buy? Why? How? What is their preference?” When the retailer can answer these questions, then they will have customer insight.
Second step is to deploy and design targeted personalized campaigns to boost customer loyalty leading to targeted marketing actions. Retailers must send the right offer to the right customer to the right touch point at the right moment.
Third step is to measure and analyse results and performance to improve the Return On Investment (ROI) of all campaigns. Based on the personalized campaigns across all channels, retailers must know the impact on customer and how they responded.
The Customer is at the Centre of the OmniChannel Strategy
With Maxxing’s single customer database platform, the retailer can have a 360° vision of the customer, whether the customer is purchasing in the store, drive, e-commerce site, mobile site/apps, call center, or social networking sites. Through this platform, Maxxing enables the retailer to perform segmentation and targeting, purchase history and actual shopping basket analysis, providing the customer with real-time offer. Types of offers could be coupons, instant rewards, deferred rewards, loyalty points, loyalty vouchers, promotions. These offers will be sent through touch points that customers often use either by e-mail, sms, tweet on Twitter, facebook message, and others.
Personalization is a way to improve the customer experience
Yves Neumayer, Project Manager of Rip Curl Europe affirms and demonstrates the efficiency of Maxxing platform. Rip Curl is an Australian brand selling surfing apparel, accessories and equipment. The objective of Rip Curl Europe is to implement an omnichannel solution with a strong focus on relationship dynamics. This involves implementing consistent communications across all sales channels, increasing traffic of new customers recruited through social networks, boosting loyalty of existing customers through a rewarding relationship programme, improving customer insight through targeting and segmentation, utilizing a tool that enables Marketers to design and deploy marketing and sales operations in full independence, and implementing varied promotional mechanics with varied options and features.
To be omnichannel, the RC2 relational site has been created to invite beach and snow surfers as well Rip Curl brand fans to visit stores and make purchases, invite friends or family members to join in the RC2 club, and participate actively on social networking sites. Each action will allow the customers to earn points and increase their status from Rookie, Pro to Elite. Status of the customer in the RC2 community is upgraded based on Likes, shares, referrals, and purchases.
The interesting part is that the customer can have his points converted into a money-off coupon at any time. All interactions between the stores, web portal and social networks are in real-time.
“We rolled out the solution in early 2013 and plan to achieve our ROI objectives in 1 year. To date, we are already seeing a strong increase both in the customer acquisition rate and loyalty programme sign-up rate. Our sales have increased by over 20% since we started deploying targeted SMS campaigns,” says Yves Neumayer.
For the retailer to stay competitive, it is absolutely necessary to build 360° customer insight.
Author: Stephany Gochuico