Streamlining Cassis/Paprika's digital strategy
Fully commit to Selligent for a comprehensive personalisation strategy
Introduction to iO
The iO marketing team has been using Selligent as a marketing automation platform for several years. The challenge for iO? To help Cassis/Paprika to get the maximum out of their digital strategy using Selligent. For example, we suggested innovating in the following areas:
Designing and maintaining templates for the newsletter.
Set up and optimise journeys and transactional flows.
Maintain and refine the existing data model for segmentation and journey rollout.
Cassis/Paprika is also committed to personalisation and repurchasing, for which we supplemented the standard Selligent application with the following modules:
Selligent Cortex for personalised product proposals in email and on the website.
Selligent Site to follow anonymous and known visitors to the website and then start personalised journeys.
Cassis/Paprika recognised our knowledge and expertise, and selected iO as the perfect partner for this collaboration.
Extending personalisation strategy
One of the first things many people think of when they think of marketing automation is personalisation. This was also the case with Cassis/Paprika, where personalisation was always a focus. Our mission: to further expand personalisation by showing popular, recommended, or related products to customers. For that, we used the Cortex module in Selligent. By using relevant parameters, we could offer smart content, both in emails and on web pages.
The expansion of the personalisation strategy took place in several steps.
Step 1: the Cassis/Paprika newsletters. We built two different types of smart content into the template:
On the one hand, there is the smart content that appears in every newsletter. It contains recommendations based on the recipient's tastes and interests. We also made sure that products that the recipient has already purchased aren’t featured in the newsletter. This means the emails are always interesting, fresh, and relevant and we can avoid causing frustration and making unnecessary repeat recommendations.
On the other hand, we also provide smart content that is different for each newsletter by making a variable part (block) in the template. These blocks can be used several times, and each block can contain different, relevant content. This helps Cassis/Paprika to provide focused content for every part of the newsletter.
Expansion of "out of stock" emails
Step 2: Refine the "out of stock" emails. Not exactly the place for smart content, we hear you cry, but nothing could be further from the truth: these emails are primarily intended to inform customers that the product they are interested in is not available. However, it's also the ideal time to trigger those customers with recommendations for other popular or suggested products. By placing smart content here, we stimulate the needs of the customer — so that they might proceed to purchase.
Sales recovery tactics
Abandoned items left in shopping carts are very common in e-commerce and the Paprika website is no different. With the Selligent Site module, we can drive sales by linking cart management with the shopping cart on the website — we can remind customers about the products that they have recently shown interest in. Products that the customer adds or removes from the shopping cart are passed on to the cart manager. After that, parameters are set for the desired follow-up actions.
The most important parameter to set is the time from which the shopping cart is abandoned. It is crucial that the merchant does not approach the customer too quickly, so that they still have time to browse the products on the website. On the other hand, it should not take too long — otherwise the customer may switch to other webshops to make their purchases. After the chosen interval has elapsed, an automatic flow is activated. This contains the products in the abandoned shopping cart and offers the option to proceed straight to purchase.
- Today brands create content every single minute of the day and have a thousand ways to communicate that they are in tune with their customers' changing needs and desires. But a great content strategy is not about a series of one-shots, and it’s not about ‘doing video’ or ‘going social’ either. If you really want to capture people's attention and turn it into a lasting relationship with your brand, you need to make a genuine connection. Sabrina Bulteau, Strategy Service Line Director at iO Brussels, helps you well on your way in your new adventures in content marketing.
Why good digital design mattersAs we live in a society where ‘always-on’ is more than just a buzzword, brands can’t afford to bore people. People will only listen to you if you deliver a great experience, and as a brand you have to speak to their needs, their experiences and their humanity. You need to put yourself in their shoes: what do they love and hate? By doing so, you stand a better chance of getting them involved in your message and making them feel moved.
Smarter innovation through Design ThinkingResearch demonstrates that companies that shape products and services, in a co-creative process with their end users, can benefit from as much as a 32% higher revenue growth than their competitors, over 5 years. It’s little wonder that Design Thinking — a solution-oriented methodology, in which issues are defined directly from listening to the needs of the end user — is gaining ground. Bas van Dun and Dylan Fanego, digital strategy consultant and UX designer at iO, explain: "Sometimes the solution does not lie in the app or website that you initially had in mind".