Laura Gioia, Digital Strategist ContactLab, explained how to engage customers digitally in the Fashion & Luxury Industry. The speech was held during our Open Summit #SEND15 in Milan on the 9th of November 2015.

1. #SEND15
A FASHION/LUXURY APPROACH TO DEEP CUSTOMER
ENGAGEMENT
Laura Gioia, Digital Strategist

2. 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.
HOW YOUR CUSTOMERS SEE THEMSELVES

3. 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.
WHAT YOUR CUSTOMERS EXPECT FROM YOU
High levels of personalization/
customization
To feel part of your brand
Omni-channel approach

4. 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.
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

5. 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.
CAN YOU IDENTIFY YOUR CUSTOMERS’ JOURNEY?

6. 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

7. 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

8. 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

9. 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 BY PURCHASE CHANNEL

10. 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

11. 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

12. 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

13. 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.
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
images
content
product selection
social

14. SEND
è un evento
organizzato da
GRAZIE