Smartphoto™ achieves a single customer view with Selligent

Company Smartphoto

Industry retail

Website smartphoto.be

Geography Belgium

The company, a subsidiary of Spector photo group, provides several printing options including high-quality photographic paper, posters, albums, mugs, mouse pads, wall decoration, puzzles and more. As a pure e-commerce player with a presence in 13 countries, smartphoto™ aims to distinguish itself from its competitors with various customization options while focusing on usability, ease-of-use and accessibility.

 

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.

Kristel De Blezer, eCom Manager

 

Gaining a single customer view to increase conversion

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.

The challenge of a ‘centralized decentralized’ strategy

“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 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.”

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