Global vertical Retailer Of optical & hearing aIDS_
Rapid customer acquisition and retention, measurable marketing activities and increased sales.
Executive Summary
OMNICHANNEL STRATEGY FOR NEW ONLINE STORE
With the launch of the first online store in 2020, a new digital sales channel was established for a renowned German consumer goods retailer within a very short time to complement the traditional store business and initial e-commerce offerings.
The main objective was to develop a long-term Omnichannel CRM Strategy. Building a modern marketing tech stack and enabling the internal teams resulted in a strong CRM unit that has continued to successfully build the online business.
The advantages of the solution approach:
- Cost transparency
- Measurable marketing activities
- Good controllability of all channels
This has created a strong basis for developing the e-commerce business into a relevant and fast-growing sales channel within the company.
Data
Resources
47
Marketing
Channels
15
TFN
Experts
35
Attribution
Systems
2
The Initial Situation
STRONG STATIONARY RETAIL BUSINESS WITH FIRST E-COMMERCE OFFERINGS
The company operates several hundred stores across Germany and over 1,000 internationally. In response to the store closures during the first coronavirus lockdown, the retailer launched its first online store for its products within a very short time in June 2020 with the support of TalentFormation.
Up to this point, the customer did not have an independent e-commerce business. The website and digital marketing were mainly used to support sales in the stores.
The new online store presented the client with the task of quickly acquiring new customers by establishing new digital sales channels and targeted customer relationship management (CRM) - also in order to strengthen the brick-and-mortar business in the stores in the long term.
The Goal
GENERATE, BUILD AND EXPAND CUSTOMER RELATIONSHIPS ACROSS CHANNELS
The chosen Omnichannel CRM Strategy aimed not only to acquire customers quickly, but also to refinance the marketing expenditure within a freely definable period and to positively shape the value of the customer relationship in the long term.
Project goals:
- Attracting and retaining customers for online business and bricks-and-mortar retail
- Opening up new digital sales and marketing channels
- Control and measure omnichannel activities
In other words, it was about a sales model that does not focus on individual short-term transactions, but on the previous and expected customer value as a control basis.
Omnichannel Marketing for measurable success_
Our Approach
STRONG TEAMS AND FLEXIBLE TOOLS
With a clear focus on new customer acquisition, transparency and controllability, TalentFormation's omnichannel experts defined and successfully established new sales and marketing channels.
To achieve this, it was necessary to implement a modern tech stack. The aim was to use it to efficiently manage marketing and sales activities and achieve transparency regarding costs and effectiveness.
By pairing all specialist roles with internal employees, the project team established a strong marketing and CRM unit within the company. Pairing' involves external experts and internal employees working on the same task.
This approach enabled data-driven and efficiency-oriented marketing during the multi-stage project. Know-how is thus transferred effectively and practically to the client company.
ANALYZE, MANAGE & MEASURE
- In the first step, the CRM experts simulated the customer lifetime value, as there was no reliable data available, for example on repurchase behavior, return rates, contribution margins or the average order value per marketing channel.
- They then gradually integrated real data into the calculation.
- The team then continuously tested, analyzed and optimized various channels such as Google Shopping and Text Ads, Bing Shopping, email marketing and social advertising on Facebook and Instagram. All to continuously replace the simulation data with real data and optimize it iteratively.
- Various technologies and tools were used during the project, such as Klaviyo, Makaira, Google Analytics, OneTrust, Adtriba and Funnel.io.
- These enable efficient product data supply, tracking, attribution and cost control via various online and offline marketing channels.
- The biggest challenges included data integration due to data protection guidelines, the complexity of the data sources, the heterogeneous data quality and the scarcity of human data engineering resources.
- The second phase of the project focused on analyzing marketing performance. The data basis and measurement methodology for the following three use cases were created:
- Use case 1: Online marketing for online sales
- Use case 2: Online marketing to generate offline sales
- Use case 3: Omnichannel marketing to generate online and offline sales
Our Impact
THE FASTEST WAY TO OMNICHANNEL MARKETING
In project phase 1, we created a strong basis for developing the new e-commerce business into a relevant and fast-growing additional sales channel.
In project phase 2, all necessary data sources for a holistic omnichannel measurement were identified, cleansed and implemented in the various attribution tools.
To always have an up-to-date picture of marketing performance, 47 cost data sources were connected - 45 of which were fully automated.
The TalentFormation Factor
The TalentFormation experts have many years of experience in CRM-based marketing and the successful development of future-proof omnichannel marketing. The use of external experts enables a much faster implementation of marketing tech projects.
Through enabling and internalization, know-how and project knowledge are transferred directly to the internal customer teams so that the company can continue to expand its success independently of TalentFormation.