[TOY MARKET] Christmas holidays: 8 best data-driven practices to illuminate campaign performance

Written by Zoé Baillieux on Mar 2, 2020 3:02:35 PM

Following poor performance in 2018 and the year 2019 marked by social movements which have greatly slowed down activity, toy market brands are counting more than anything on this key period of activity to catch up in terms of business turnover.

Like any retailer, these brands face new challenges: on the one hand, a changing market which has seen the rapid development of Amazon and other marketplaces, which are shuffling the cards of normal mechanisms and are eating away at the shares of traditional players.

At the other end of the spectrum demanding and autonomous consumers with fragmented journeys are rejecting the mass marketing deployed by retailers in response to these upheavals.

Today, consumer data and the insights that artificial intelligence can draw from it represent for toy players a potential for sustainable growth that they are often unaware of.

To help you build your data-driven strategy, we have gathered in this article and in an infographic, 8 best practices that will take help you take full advantage of your data and allow you to individualize the relationship with your customers to develop their loyalty, boost their value and illuminate the performance of your marketing campaigns.

Detect and accompany customer purchase intentions who are visiting your page

Consumer purchase intentions are precious opportunities that must be seized by retailers as soon as possible. They will be able to leverage hot navigation data to best accompany them until their transformation.

Thanks to the implementation of a purchase intention scoring model, based on machine learning algorithms, it is now possible to analyze in real time the navigation of online website visitors and to draw from operational insights that can be immediately activated in campaigns.

A score is attributed to each individual present on site, and testifies to the intensity of their purchasing intention. Browsing, page views, time spent ... This score changes according to their behavior: the higher it is, the stronger the purchase intention.

This intention is in parallel qualified by artificial intelligence which also identifies the product or products which most interest the visitor.

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With this information, the marketer will be able to easily set up adapted and individualized campaigns to support purchase intention with the sole aim of encouraging the individual to finalize their purchase with their preferred brand, rather than from a competitor.

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1 -  Personalize email reminders

Capitalize on your hot data by soliciting each targeted intending buyer with individualized campaigns.

Post-navigation rebound, abandoned basket reminders ... capitalize on recommendation models to identify the products which spark the most interest, both in offering a substitute or complementary product to the initial product.

2 -  Remain present as purchase decision is forming 

Search engines and social media are now almost inseparable steps in the consumer buying decision process.

Every day, they use these channels to collect opinions, advice, exchange between themselves or discover new products.

By managing to find their customers on these digital points of contact, brands are giving themselves the means to be able to better animate them, in contexts where the marketing pressure is much less felt.

This is, according to individuals, an ideal alternative or complement to “classic” communication by e-mail: the marketer bypasses the barrier of opt-in to e-mail by pushing their message to customers they could not contact otherwise. On average, retailers multiply by 4 their ability to contact their customers.

3 -  Optimize retargeting campaigns

Online/Offline data reconciliation allows you to know which web visitors made an in-store purchase: allowing you to optimize the relevance and ROI of your retargeting actions.

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4 -  Personalize their browsing experience on your website

Detect your intending buyers navigation during their next site visits, personalize their experience by highlighting the products that they like, those that they might like, or offer them a special offer (free delivery ...), which will convince them to buy from you right away rather than from a competitor.

Capitalize on this key period to develop customer loyalty

End of year celebrations offer a multitude of pretences to solicit your customers and develop their loyalty to your brand.

Here again, the insights drawn from the data and are updated thanks to predictive models which directly enrich customer knowledge and can be activated within the most relevant individualized campaigns.

5 -  Customize your thematic newsletters 

Capitalize on AI to combine audience precision with the impact of the product recommendation and boost individuals responsiveness to your newsletters:

Optimize your newsletters audiences according to the product themes that interest each individual and personalize their content with product recommendations based on their purchase history or on products which are increasingly popular among other individuals who share the same areas of interest.

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6 - Increase loyalty program reach on social networks

Find your customers on social media to remind these members of your loyalty program and of the advantages and discounts they benefit from.

You are encouraging them to take advantage of it during this busy shopping period, during their Christmas shopping.

7 - Reconnect with inactive customers and offer them personalized gift ideas

Detect within your customer base those who have previously made a purchase during the Christmas season and who have not yet made a purchase this year to offer them personalized gift ideas.

Based on the purchase history, on the most “reactivating” products or on the age and gender of the targeted individual's children, artificial intelligence identifies product recommendations that are most relevant to address them, and recommendations that are are most likely to spark their interest.

Immediately attract individuals who will become your best future customers

8 - Target the "twins" of your best customers to optimize the ROI of your acquisition campaigns

By exploring your database, artificial intelligence can identify hundreds of characteristics common to all individuals who made their first purchase during previous Christmas periods and who have now become your best customers.

It leverages these insights to build a so-called look-alike audience, shared with Facebook and Instagram networks, which can target “twin” individuals, lookalikes of your best customers, to push content to them and allow them to discover your brand and your products.

Discover our 8 best practices in this infographic

Télécharger l'infographie

 

Topics: Retail, omnichannel, CRM

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