smartphoto™ erreicht individuelle Kundenansicht mit Selligent
Kristel De Blezer, eCom Manager of smartphoto™, and Pieter Jan Jacobs, CRM Campaign Manager, explain their marketing goals and challenges and how Selligent Interactive Marketing responds to them.
The digital photo service provider aims at gaining a single view on its customers in order to optimize customer interactions and conversion, make its messages more relevant and move beyond traditional mass communications, adding a strong behavioral component.
smartphoto™ started using Selligent primarily for email marketing. However, by combining data on customer behavior and metrics regarding touch points with existing customers, the company can now use a single solution to understand the needs of its' customers, improve customer experience, communicate better and even offer new products.
Pieter Jan Jacobs: "To achieve this, historical behavior, click behavior and website engagement of customers are taken into account. This turns Selligent into a digital customer interaction dashboard whereby the solution is used as a CRM platform connected with the main customer database."
Kristel De Blezer adds: "By tracking behavior across all possible channels and interactions, predominantly the website and communication channels, smartphoto™ achieves a single view."
"The email marketing strategy of smartphoto™ is entirely taken care of by Selligent, whereby lists of active customers (cross-selling, up-selling), 'old' customers (reactivation) and prospects (acquisition) are used. We want to avoid too much communication and use the Selligent clash management and flow features in order to prevent marketing fatigue and focus on valuable interactions, an issue smartphoto™ sees gaining importance," continues Kristel De Blezer.
The email marketing strategy of smartphoto™ is conducted by the national marketing teams since they know their markets best. This leads to segmentation and personalization strategies, revolving around scenarios, specific market phenomena (for instance, in some countries people tend to order Christmas cards very early) and specific events (that differ per country). Some of the resulting campaigns are automated (scenarios) while others happen on a more personal basis.
Despite this local approach, smartphoto™ chose Selligent for a centralized control of the application. The national teams of smartphoto™ used to work with different third party email providers, paying per number of emails sent.
"Selligent allowed smartphoto™ to centrally manage the system and share best practices across all countries, while enabling all local teams to conduct their own marketing strategy and execute their own campaigns", says Kristel De Blezer. "That is one of the reasons why the dashboard function of Selligent Interactive Marketing is so important, she adds. Technically it allows leverage for the thirteen countries where smartphoto™ is active and it enables the company to gain best practices."
"As the database grows, the advantages of the pricing model of Selligent Interactive Marketing - that differs from that of ESPs since it's not based on a 'per mail sent' approach - has a positive impact as well," adds De Blezer.
Her conclusion "The possibilities Selligent offered to achieve this 'centralized decentralized strategy', along with the strong focus on marketing, behavioral data and integration, were the main reasons why smartphoto™ chose Selligent."