2017年12月28日

格伦•泰勒Mobovida手机配件和手袋的在线零售商,是会议销售的挑战高度商品化产品双管齐下的方法:提供时尚产品,个性化信息加强顾客关系。借助CRM平台提供者Zaius Mobovida revenue-per-email-send增加33%,也已经能够:部分客户更加智能地提高信息的相关性;个性化活动基于历史的每个客户的浏览和购买行为;协调和客户沟通,减少退订率。广告”作为哲学的营销,我们总是想知道发生了什么,”肯尼Smithnanic说Mobovida营销和商业情报主管。“我们倾向于回避AI引擎,因为我们并不总是知道什么规则是——他们总是非常的黑盒。我们想要的东西,可以让我们在控制,但也给我们消息创建客户群体的能力我们可以根据他们的所有不同的行为表现出所有接触点,包括电子邮件和网站。“细分为相关消息Mobovida段客户基于各种因素包括电子邮件打开率、短信回复,网站访问页面和产品。一旦客户分段,零售商发送个性化个性化的基于适当的响应格式的消息(电子邮件、文本或推送通知)。Smithnanic指出,第一层次的分割总是基于智能手机设备模型,因为每个电话情况或相关产品必须符合顾客的电话。“根据你的浏览行为,或如果你购买从我们过去,我们只显示你的东西手机模型,“Smithnanic说。 “Depending on how much behavior you’ve displayed or how many purchases you’ve placed, we know the type of case. While there tend to be people who prefer black, slim, cheap, low-profile protectives, there are people who like purple wallet cases with designs on the outside. If you’re a ‘purple wallet case with designs’ person, you’re probably interested in other colored wallet cases with designs.” The retailer separates its messaging based on the three different stages of the sales funnel: Top of the funnel: Emails directed toward different product categories, gauging consumer interest based on a quick visit to the site without making a purchase; Middle of the funnel: Messages directed largely to those who may have purchased once or twice, based on historic data and still focused on newer phone accessories; and Bottom of the funnel (most frequent customers): Messages that expand beyond typical accessories to feature new products such as clutches, wireless chargers, laptop cases and even purses. “We’re expecting our new access to analytics and customer information to increase our revenue from non-accessories like wallets, wristlets and fashion accessories,” Smithnanic said. “Our merchandisers are going to be able to learn the tool and think creatively with marketing on the best ways to implement and sell these new categories. Mobovida Moves Into Fashion With MissMinx Brand In addition to its own site, Mobovida operates the e-Commerce sites for CellularOutfitter and recently established women’s fast fashion brand MissMinx. With three different web sites reaching a wide base of potential consumers, the retailer must further leverage the platform to understand a growing consumer base with newer, largely uncharted demographics. “It’s fun to try new verticals,” Smithnanic said. “After selling cell phone accessories for years, it’s fun to have something fresh to take a shot at. Our CEO saw a market opportunity with this clothing line, and this past year we’ve been trying to narrow down and emphasize our core competencies, which have to be through digital marketing. It’s the only way our company can survive all these years when everybody sells cell phone accessories.” Latest from Glenn Taylor