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SEND15 | a Fashion/Luxury approach to deep customer engagement

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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.

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SEND15 | a Fashion/Luxury approach to deep customer engagement

  1. 1. #SEND15 A FASHION/LUXURY APPROACH TO DEEP CUSTOMER ENGAGEMENT Laura Gioia, Digital Strategist
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 14. SEND è un evento organizzato da GRAZIE

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