Emarsys Spring 22 Release - Consumer Product Tactics

[WillYoung]

This week saw the Emarsys 2022 Spring Release.

If you haven’t already, I suggest you read this release blog for a top-level overview and then dive in to the Product Updates page for all the details.

Here I’m going to look in detail at one great new improvement – 5 new Tactics for consumer product use cases.

What are consumer product use cases?

These are specific use cases that go beyond the normal retail or e-commerce workflow and cater to business that sell their own products (as opposed to resellers), who sell low-volume/high-price items such as domestic appliances, or who sell recurring items such as subscriptions or supplies of any kind.

Let's have a look at these 5 in detail.

1. Merchandised cross-sell

With this lifecycle Tactic you can follow up on a purchase with cross-promotion of products based on different recommendation rules, in order to increase cart value and customer lifetime value.

Examples:

• Perishable supplies for high-value items, such as vacuum-cleaner bags or printer cartridges


• Accessories for high-value items, such as specialized bags, stands, cables, etc.

It supports the Revenue objective by contributing to the following strategies:

• Increase Average Order Value


• Drive Purchase Frequency


• Increase Active Customer Revenue


• Increase Premium Customer Revenue


• Drive Second Purchase

Basic workflow

1. The customer makes a purchase


2. The Tactic promotes recommended products based on personalization rules


3. If no purchase is made, reminder notifications can be sent on different channels

Interactions programs

A basic, email-only variant of the program would look like this:

A simple cross-sell Tactic

Whereas a more complex, multi-channel one might look like this:

A complex cross-sell Tactic

2. Quality trade-up

This lifecycle Tactic reminds your customers to try a more advanced version of the products they are buying on a regular basis.

Examples:

• A higher subscription tier


• Larger, discounted amounts of supplies


• A better service package

It supports the Revenue objective by contributing to the following strategies:

• Drive Purchase Frequency


• Increase Active Customer Revenue


• Increase Premium Customer Revenue

Basic workflow

1. The customer makes a purchase


2. The Tactic waits 5 days and send an incentivized message to buy the more advanced version of the same product

Interactions programs

A basic, email-only variant of the program would look like this:

A simple quality trade-up Tactic

Whereas a more complex, multi-channel one might look like this:

A complex quality trade-up Tactic

3. Warranty cross-sell

With this lifecycle Tactic you can follow up on a purchase with cross-promotion of a complementary service like insurance or product warranty.

Examples:

• Warranty


• Insurance


• Support & services

It supports the Revenue objective by contributing to the following strategies:

• Reduce Customer Churn


• Drive Purchase Frequency


• Increase Active Customer Revenue


• Increase Premium Customer Revenue    

Basic workflow

1. The customer makes a purchase


2. The Tactic waits 7 days and sends a personalized warranty promotion


3. A reminder is sent if no purchase is made

Interactions programs

A basic, email-only variant of the program would look like this:

A simple warranty cross-sell tactic

Whereas a more complex, multi-channel one might look like this:

A complex warranty cross-sell tactic

4. Warranty expiration

This recurring lifecycle Tactic notifies your customers that their warranty will soon expire.

It supports the Revenue objective by contributing to the following strategies:

• Reduce Customer Churn


• Drive Purchase Frequency


• Increase Active Customer Revenue


• Increase Premium Customer Revenue    

Basic workflow

1. The tactic activates daily and checks for warranties that will expire in 3 months


2. The tactic sends notification messages on different channels

Automation Center programs

A basic, email-only variant of the program would look like this:

A simple warranty expiration Tactic

Whereas a more complex, multi-channel one might look like this:

A complex warranty expiration Tactic

5. Product registration

This lifecycle Tactic offers your customers to register a product they bought in order to foster brand loyalty.

It supports the Active customers objective by contributing to the following strategies:

• Grow Contact Database


• Drive Purchase Frequency


• Drive Web Traffic


• Drive Second Purchase   

Basic workflow

1. The customer makes a purchase


2. The Tactic waits for 3 days and sends an incentivize product registration message


3. Reminders are sent on different channels

Interactions programs

A basic, email-only variant of the program would look like this:

A simple product registration Tactic

Whereas a more complex, multi-channel one might look like this:

A complex product registration Tactic

And that's it!

Stay tuned for more Tactics coming soon, and do reach out if you have use cases of your own that you would like to see turned into a Tactic.