A fashion/luxury approach to deep customer engagement
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Transcript of A fashion/luxury approach to deep customer engagement
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A FASHION/LUXURY APPROACH TO DEEP CUSTOMER ENGAGEMENT
Laura Gioia, Digital Strategist
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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
HOW YOUR CUSTOMERS SEE THEMSELVES
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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
WHAT YOUR CUSTOMERS EXPECT FROM YOU
High levels of personalization/customization
To feel part of your brand
Omni-channel approach
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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
HOW DO YOU SEE YOUR CUSTOMERS?
identify your customers’ journey?
build an engaging conversation for each segment through the right channel?
personalize your messages accordingly and improve your customers’ experience toward purchase?
Are you able to
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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CAN YOU IDENTIFY YOUR CUSTOMERS’ JOURNEY?
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un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PROFILE BASED PERSONALIZATION TO ENGAGE
PERSONALIZED WELCOME PACK
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un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PROFILE BASED PERSONALIZATION TO ENGAGE
PERSONALIZED CONTACT PLAN
PERSONALIZED WELCOME PACK
![Page 8: A fashion/luxury approach to deep customer engagement](https://reader035.fdocuments.net/reader035/viewer/2022070513/588685611a28ab962a8b7d0b/html5/thumbnails/8.jpg)
un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PROFILE BASED PERSONALIZATION TO ENGAGE
PERSONALIZED CONTACT PLAN
PERSONALIZED WELCOME PACK
![Page 9: A fashion/luxury approach to deep customer engagement](https://reader035.fdocuments.net/reader035/viewer/2022070513/588685611a28ab962a8b7d0b/html5/thumbnails/9.jpg)
un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PROFILE BASED PERSONALIZATION TO ENGAGE
PERSONALIZED CONTACT PLAN
PERSONALIZED WELCOME PACK
![Page 10: A fashion/luxury approach to deep customer engagement](https://reader035.fdocuments.net/reader035/viewer/2022070513/588685611a28ab962a8b7d0b/html5/thumbnails/10.jpg)
un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PROFILE BASED PERSONALIZATION TO ENGAGE
PERSONALIZED CONTACT PLAN
PERSONALIZED WELCOME PACK
![Page 11: A fashion/luxury approach to deep customer engagement](https://reader035.fdocuments.net/reader035/viewer/2022070513/588685611a28ab962a8b7d0b/html5/thumbnails/11.jpg)
un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PROFILE BASED PERSONALIZATION TO ENGAGE
LOCALIZED CONTACT PLAN
PERSONALIZED WELCOME PACK
PERSONALIZED CONTACT PLAN
Share your photo in weibo
UK UAE
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un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PROFILE BASED PERSONALIZATION TO ENGAGE
LOCALIZED CONTACT PLAN
PERSONALIZED WELCOME PACK
PERSONALIZED CONTACT PLAN
Share your photo in weibo
![Page 13: A fashion/luxury approach to deep customer engagement](https://reader035.fdocuments.net/reader035/viewer/2022070513/588685611a28ab962a8b7d0b/html5/thumbnails/13.jpg)
un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PROFILE BASED PERSONALIZATION TO ENGAGE
LOCALIZED CONTACT PLAN
PERSONALIZED WELCOME PACK
PERSONALIZED CONTACT PLAN
Share your photo in weibo
![Page 14: A fashion/luxury approach to deep customer engagement](https://reader035.fdocuments.net/reader035/viewer/2022070513/588685611a28ab962a8b7d0b/html5/thumbnails/14.jpg)
un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PROFILE BASED PERSONALIZATION TO ENGAGE
LOCALIZED CONTACT PLAN
PERSONALIZED WELCOME PACK
PERSONALIZED CONTACT PLAN
Share your photo in weibo
![Page 15: A fashion/luxury approach to deep customer engagement](https://reader035.fdocuments.net/reader035/viewer/2022070513/588685611a28ab962a8b7d0b/html5/thumbnails/15.jpg)
un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
BEHAVIOUR BASED PERSONALIZATION TO CONVERTTARGET BY PURCHASE CHANNEL
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un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
BEHAVIOUR BASED PERSONALIZATION TO CONVERT
TARGET HIGH SPENDERS / VIP / CUSTOMERS
TARGET BY PURCHASE CHANNEL
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un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
BEHAVIOUR BASED PERSONALIZATION TO CONVERT
«A SPECIAL ARRIVAL IN TIMES SQUARE»FROM: GUCCI TIMES SQUARE
«A SPECIAL ARRIVAL AT THE GUCCI CHICAGO FLAGSHIP»FROM: GUCCI CHICAGO FLAGSHIP
TARGET BY PREFERRED BOUTIQUE
TARGET HIGH SPENDERS
TARGET BY PURCHASE CHANNEL
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un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
BEHAVIOUR BASED PERSONALIZATION TO CONVERT
PRODUCT PUSH BASED ON PREVIOUS PURCHASE
TARGET BY PREFERRED BOUTIQUE
TARGET HIGH SPENDERS
TARGET BY PURCHASE CHANNEL
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This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
KEY TAKE AWAYS
Use socio-demo and behavioural data to identify segments in your audience
Tailor accordingly your actions:Build messages using the information gathered during sign up
Follow up on their actions and be wherever they are on their journey
Beyond translation: localize imagescontentproduct selectionsocial
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