{"id":23810,"date":"2016-11-14T08:34:32","date_gmt":"2016-11-14T08:34:32","guid":{"rendered":"https:\/\/www.xmpie.com\/es\/part-iv-fresh-ground-purchase-stage-customer-lifecycle\/"},"modified":"2017-03-27T11:39:02","modified_gmt":"2017-03-27T11:39:02","slug":"part-iv-fresh-ground-purchase-stage-customer-lifecycle","status":"publish","type":"post","link":"https:\/\/www.xmpie.com\/es\/part-iv-fresh-ground-purchase-stage-customer-lifecycle\/","title":{"rendered":"Fresh Ground: The \u2018Purchase\u2019 Stage of the Customer Lifecycle (Part IV)"},"content":{"rendered":"

In the last part of our customer lifecycle series, we discussed the \u2018evaluation<\/a>\u2019 stage, pinpointing the importance of fine-tuning marketing messages to make them more effective not only from an internal perspective, but for customers.<\/p>\n

Next, we move on to the \u2018purchase\u2019 stage \u2013 the point at which a lead has become a paying customer. At this point in the customer lifecycle, we want to gather information about the customer to make further communications personalized and more relevant.<\/p>\n

The Pressocup Demo: Registering the Machine<\/strong><\/p>\n

We\u2019ll imagine that we are orchestrating a marketing campaign on behalf of a fictitious coffee company we call \u201cPressocup\u201d. For this cross-media campaign, we\u2019re targeting customers that recently purchased a Pressocup coffee machine, but have yet to register their new machine online. Pressocup will leverage the opportunity to use the serial number registration to gather more information about the customer in an effort to build and strengthen its customer-brand relationships over time. To encourage customers to register their machines, Pressocup is offering a discount to be used on their next coffee purchase.<\/p>\n

The campaign includes the following:<\/p>\n

    \n
  1. Registration Card \u2013 The goal of this card is to get customers to register their machines, giving Pressocup their name and contact info. In return, they\u2019ll receive a discount on their next coffee purchase. This information will make further communications with the customer personalized and more relevant. The postcard contains a large image of the model of the machine the customer purchased, in the correct color, along with a percentage discount displayed prominently in large text. The discount is variable (in this case, either 25 or 30 percent) depending on the type of machine the customer purchased. For example, a higher-end machine will receive a larger discount. In order for a customer to receive the discount, they need to follow the QR code or the PURL to register their product.<\/li>\n<\/ol>\n

    \"pressocup_postcard_registration_2\"<\/a>\"pressocup_postcard_registration_1\"<\/a><\/p>\n

     <\/p>\n

    2. PURLs\/QR Code \u2013 Customers can either scan the QR code or enter the PURL into their internet browser. They are directed to a page that welcomes them and includes an image of the machine they purchased and its associated serial number. They\u2019ll be able to fill out an online form directly on that page to register their coffee machine.<\/p>\n

    \"pressocup_purl_serialno2\"<\/a>\"pressocup_purl_serialno\"<\/a><\/p>\n

    3. Personalized Thank You Page \u2013 Upon registering their machine, the customer is directed to a thank you page that is personalized with their first name and an image of the machine they registered.\u00a0The information the customer enters provides the basis for future dialogue.<\/p>\n

    \"pressocup_thankyoupage\"<\/a><\/p>\n

     <\/p>\n

    The \u2018purchase\u2019 stage makes use of XMPie\u2019s uImage<\/a>\u00a0and PersonalEffect platforms.<\/p>\n

    We discuss the ‘usage’ stage of the customer lifecycle in Part V<\/a> of our blog series. Read on for how to get customers to make the most of their new items!<\/p>\n","protected":false},"excerpt":{"rendered":"

    In the last part of our customer lifecycle series, we discussed the \u2018evaluation\u2019 stage, pinpointing the importance of fine-tuning marketing messages to make them more effective not only from an internal perspective, but…<\/p>\n","protected":false},"author":12,"featured_media":12974,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[505],"tags":[1354,1346,700,1375,1376,1407],"class_list":["post-23810","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-posts-es","tag-cross-media-es","tag-customer-lifecycle-es","tag-multichannel-es","tag-personalized-communications-es","tag-pressocup-es","tag-purchase-stage-es","industry-food-beverage-es","industry-retail-es","industry-service-providers-es","line-cross-media-es","line-campaign-management-es","line-creative-tools-es","line-data-driven-print-and-vdp-es","line-services-es","language-english-es","profile-agency-es","profile-enterprise-es","profile-design-house-es","profile-print-provider-es","profile-smb-es"],"acf":[],"yoast_head":"\nFresh Ground: The \u2018Purchase\u2019 Stage of the Customer Lifecycle (Part IV) - 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