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Loyalty & CRM Агентство
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Мы находим причины оттока ваших потребителей
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Мы формируем инструменты для удержания потребителей
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Мы повышаем прибыльность вашего бизнеса
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Loyalty & CRM Агентство
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Кейсы
Unilever Food Solutions
Долгосрочная программа лояльности
Задачи
- Повышение среднего чека B2B клиентов бренда (рестораны, кафе, столовые)
- Повышение финансовой эффективности маркетинговых активаций (ROMI)
- Создание канала для мгновенной коммуникации с клиентами (личный кабинет, SMS, e-mail, колл-центр)
Механика
Приобретение продукции
Участники приобретали продукцию для кухонь в профессиональных форматах (Knorr, Hellmann’s, Calve)
Специальные стикеры
На каждую упаковку был нанесен специальный стикер, содержащий уникальный код
Регистрация кодов
Регистрируя код посредством отправки на короткий SMS номер или на сайте, участники получали бонусные баллы
Бонусные баллы
Бонусные баллы можно было обменять на призы: продукцию бренда, подарочные сертификаты, бытовая техника и др.
Задействованные инструменты
Сайт Программы Лояльности
SMS сервер для обработки исходящих (бренд-клиент) и входящих (клиент-бренд) сообщений
«Бонусный конструктор» для гибкого начисления бонусных баллов покупателям
Модуль анализа BigData, автоматически формирующий спец. предложения на основе поведения покупателей. Модуль «геймификации» для создания соревновательного интереса у аудитории
Трехуровневый customer care
Каталог вознаграждений (включая отношения с поставщиками)
Управление наградным процессом (верификация, логистика призов)
Финансовая и юридические модели проведения Программы Лояльности
Регулярная активация аудитории (спец предложения, новинки)
Результаты
Increased average revenue per customer by 41%
Расширение потребительской корзины на 2,4 позиции
Финалист конкурса Серебряный Меркурий в номинации «Лучшая программа лояльности в сфере B2B»
Dior
Долгосрочный CRM-проект
Задачи
- Повышение среднего чека
- Расширение потребительской корзины
- Увеличение числа повторных покупок
- Обеспечение безопасного сбора, хранения и обработки персональных данных (ФЗ 152)
Механика
Живое взаимодействие
Консультанты косметических бутиков бренда Dior вносят данные посетителей в мобильное приложение на iPad
Сбор данных
Техническая платформа LOYALME собирает всю информацию о клиентах и их покупках
Триггеры
Для активации покупателей и стимуляции повторных визитов в торговую точку разрабатывается ряд триггеров
Активация
При выполнении условий, заложенных в программу, покупателям отправляются специальные предложения (e-mail, SMS)
Задействованные инструменты
- Мобильное приложение на IPad для использования консультантами в торговых точках
- Триггеры для автоматического формирования специальных предложений
- Автоматическая рассылка e-mail-сообщений релевантным группам потребителей
- Обучение консультантов на местах продаж
Результаты
Рост повторных продаж на 18%
Расширение корзины на 1,8 позицию
Рост среднего чека на 7%
Lilly
Долгосрочный CRM-проект
Задачи
Стимулирование рекомендации продукции бренда через повышение лояльности урологов к продукции бренда
Увеличение числа визитов потенциальных пациентов к урологам
Механика
Сбор Данных
Организация сбора анкетных данных врачей, заинтересованных в коммуникации от бренда, размещение врачей на карте урологов России
Образовательная Активность
Проведение образовательных мероприятий с ведущими урологами страны, трансляция онлайн и управление архивом материалов
Сегментация
Автоматизированная сегментация врачей для формирования точных персональных контентных предложений
Коммуникация
Персонализированная сценарная коммуникация с врачами на основании их предпочтений и действий (e-mail, SMS)
Задействованные инструменты
CRM стратегия
Коммуникационная стратегия
Программный комплекс для коммуникации с урологами
Услуга «Оператор Персональных данных»
Обслуживание вебинаров для урологов
Сервис «Поиск уролога» (Web, mobile)
Кампании в социальных медиа
Результаты
Several DIY product purchase scenarios (sequences) are determined
Рост количества контактов на 81%
Устойчивая динамика роста NPS от 18 до 26 пунктов в год
Estee Lauder
Долгосрочная программа лояльности
Задачи
Повышение среднего чека
Расширение потребительской корзины
Повышение числа повторных покупок
Обеспечение безопасного сбора, хранения и обработки персональных данных (ФЗ 152)
Механика
Живое взаимодействие
Консультанты косметических бутиков брендов LA MER и Jo Malone вносят информацию о посетителях бутиков в мобильное приложение на IPad (анкетные данные, покупки)
Регистрация кодов
Регистрация покупок в приложении позволяет начислять клиентам бонусные баллы для последующего обмена на призы из каталога вознаграждений
Триггеры
Для активации покупателей и стимуляции повторных визитов в торговую точку разрабатываются триггеры
Активация
При выполнении условий заложенных в систему, покупателям отправляются специальные предложения (e-mail, SMS)
Задействованные инструменты
Мобильное приложение для регистрации посетителей бутиков в Программе лояльности
Триггеры для автоматического формирования специальных предложений
Автоматическая рассылка e-mail- и SMS-сообщений релевантным группам потребителей
Обучение консультантов на местах продаж
Результаты
Рост повторных продаж на 22%
Расширение потребительской корзины на 1,3 позицию
Рост среднего чека на 11%
OBI
Предиктивный анализ транзакций (Big Data)
Задачи
Сократить отток к конкурентам в сегменте «Новоселы» за счет персональных предложений от бренда в зависимости от стадии ремонта
Механика
Analysis
В рамках реализации проекта анализируется более 7 000 000 транзакций с касс гипермаркетов OBI
Поиск Паттернов
Задействуется модуль ”Data Analytics” технической платформы LOYALME, что позволяет сократить время на поиск паттернов в базе данных
Выявление Сценариев
Выявляется несколько сценариев (последовательностей) приобретения товаров для ремонта
Коммуникация
Для каждого сценария составляется план коммуникаций, включающий специальное предложение по приобретению товара, следующего в цепочке
Задействованные инструменты
Модуль поиска поведенческих паттернов
Методика анализа и отбора ключевых сценариев
Анализ активаций, ранее проводившихся брендом
Коммуникационная стратегия
Результаты
Рост отклика на специальные предложения бренда до 15%Выявление 25 ключевых сценариев на основе анализа более 7 000 000 транзакций
Прогнозируемый рост отклика на специальные предложения бренда до 15%
Прогнозируемый прирост среднего чека до 10%
Наш Подход
Стратегия
- Изучаем потребности аудитории и соотносим их с целями бренда
- Определяем основные ценности участия в программе
- Составляем финансовую модель
- Определяем краткосрочные и долгосрочные цели и KPI проекта
Проектирование
- Собираем требования к технологиям
- Разрабатываем бизнес кейс (NPV, IRR, ROI или любые удобные метрики)
- Прописываем сценарии геймификации
- Определяем уровни участия, правила начисления/списания бонусных баллов
- Осуществляем первоначальную сегментацию участников
Разработка
- Адаптируем техническую платформу LOYALME под требования конкретного проекта
- Формируем каналы для коммуникации с участниками (on-line и off-line)
- Заключаем соглашения с поставщиками вознаграждений
- Прорабатываем юридические аспекты работы программы
Управление Проектом
- Регулярно активируем участников
- Управляем работой с данными
- Организовываем наградной процесс
- Отслеживаем выполнение KPI
- Осуществляем отчетность
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