How to Create, Capture, & Leverage First-Party Purchase Data to Drive Meaningful Growth (part 1 of 2)
Author: Jonathan R. Pinney
Not all digital coupons are created equal.
You may be asking why that matters in a conversation about data.
It matters because the right digital coupons can provide you with a deep well of first-party data that you can’t get anywhere else. The right digital coupon can tie a specific consumer to the online engagement that activated their purchase intent and resulted in an actual purchase, closing the online-to-offline path-to-purchase loop and giving insight into how other consumers could be activated in a similar way.
Unfortunately, most brands overlook this data or don’t even know it’s available.
Following is how to create, capture, and leverage this often-overlooked gold mine of first-party
The Unique Power and Value of Social Promotions
Social Promotions have a special ability to drive trial and loyalty far beyond other types of digital coupons – by combining the activation power of a promotional or coupon offer with a seamless way to share an offer, and presented with a personal recommendation or referral. They leverage relationships and personal good will to spread brand and promotion awareness, to build brand equity, and to strengthen consumer commitment to the product and brand. Well-designed social promotions can also be an incredibly effective way to help initiate a new direct, long-term consumer-brand relationship via email capture. Sharing a promotion isn’t just additional distribution, it’s an offer delivered along with a personal stamp of approval. We see our clients deploying social promotions with extraordinary results for both mass- and niche-market products. For products with small niche markets, or for products that might carry some level of stigma, such as specialized personal care products, social promotions can be an incredibly cost-effective way to identify and reach new customers.
Every brand team knows that certain messages resonate with a target audience while others do not. After all, finding and delivering the appropriate message to the appropriate audience is one of the primary goals of brand marketing. Delivering that consistent message through all touchpoints should be a top priority.
As such, this messaging should also remain consistent through digital promotions – one of the closest trackable touchpoints before a consumer purchases your product. Personalizing your digital promotions allows you to deliver the appropriate message and offer to each of your target audiences.
But what if your organization does not have a CRM program? Is it possible to personalize your digital promotions without CRM?
The answer is: Yes.
By using the right incentive platform, it is possible to personalize your promotions without a CRM program by using information you know about anonymous consumers.
In this whitepaper we will discuss the types of data that can be used to personalize promotions and how to enable that personalization. Doing so could lower redemption costs, increase redemption rates, and help gain market share.
Industry: Retail Clothing
Aeropostale, a leading specialty retailer in men and women’s fashion apparel, is widely recognized for pursuing new business opportunities and employing state-of-the-art business building solutions. Aeropostale has a long standing relationship with the Pepperjam Network, the leading affiliate network. Together with RevTrax, the market leader in distributing innovative digital O2O incentives, Aeropostale embarked upon a program to capture missed revenue opportunities by applying the same ecommerce Affiliate/Retailer model to online-to-offline transactions.
Building an effective digital offer is no easy task, with many different aspects going into it. Of course, there is the finance side: figuring out budgets and the best discount for your marketing dollar. But what if you understood your customer just a little bit better?
At RevTrax, when we enable our clients through our OfferArchitect™ product, we put both monetary and non-monetary insights to work. We consider non-monetary insights comprised of psychological, social, cognitive and emotional factors on purchase decisions, and utilize the most advanced research techniques, including data science, and multivariate testing. Here’s a glimpse into the process we take at RevTrax to provide our clients with creative digital offers that increase in-store traffic:
Building loyalty and acquiring customers
Kimberly-Clark partnered with RevTrax to develop a new destination brand site and establish its own multi-brand distribution portal. The goals of the brand portal were to (1) increase household penetration by giving consumers the opportunity to try more Kimberly-Clark brands and sign up to receive information on those brands (2) build and own a distribution channel without needing to rely on third-parties.
Topics: Case Study
Customer Re-Engagement and Acquisition Through Promotional Email Marketing Campaign
Dannon sought to re-engage a list of inactive email members from within the Activia email club database. They decided on a promotional campaign to drive awareness, traffic and overall customer engagement. Using a combination of email and social sharing technology to reach beyond their current list, Dannon was able to incentivize and reward their members with a higher offer.
Topics: Case Study
Paid Search Campaign Uses Real-Time Bidding and Offline Redemption Data to Optimize Paid Search Performance
In an effort to better understand its online-to-offline marketing efforts, Staples Canada implemented a paid search campaign that linked to: a printable coupon, an online eComm code, or a mobile landing page displaying a barcode. In partnership with omnichannel promotions platform RevTrax® and digital marketing technology Kenshoo, Staples Canada had the ability to trace in-store revenue back to the specific search campaigns and keywords, in real-time. A secondary component of the campaign was to drive brand engagement, traffic, and improve overall SEO to understand how online consumers engage with the Staples Canada Copy & Print brand, both online and offline.
Topics: Case Study
RevTrax and Breaktime Media partnered together to create combined campaigns in order to overcome several challenges with four of our mutual CPG clients. These campaigns included the use of interactive polls, quizzes and trivia, digital video, consumer content creation and social sharing in addition to displaying printable coupons for products and acquisition into various client CRM databases.
Topics: Case Study