{"id":26334,"date":"2016-12-26T06:47:39","date_gmt":"2016-12-26T06:47:39","guid":{"rendered":"https:\/\/www.xmpie.com\/fr\/part-v-three-bold-promotions-coming-right-usage-stage-customer-lifecycle\/"},"modified":"2019-01-15T07:56:17","modified_gmt":"2019-01-15T07:56:17","slug":"part-v-three-bold-promotions-coming-right-usage-stage-customer-lifecycle","status":"publish","type":"post","link":"https:\/\/www.xmpie.com\/fr\/part-v-three-bold-promotions-coming-right-usage-stage-customer-lifecycle\/","title":{"rendered":"Three Bold Promotions, Coming Right Up: The \u2018Usage\u2019 Stage of the Customer Lifecycle (Part V)"},"content":{"rendered":"

As you\u2019ve seen in our string<\/a> of blog posts in this series, each stage in the customer lifecycle provides an opportunity for the brand to interact with the customer in a way that builds consumer-brand relationships.<\/p>\n

We\u2019ve now hit the \u2018usage\u2019 stage of the lifecycle. This is the point at which the brand will want to encourage its customers to get the most out of their products — to use them as often as possible as well as to try new ones within the brand.<\/p>\n

We\u2019re going to look at three different promotional campaigns as examples of how personalized elements can keep customers engaged with the brand and strengthen the overall response rate of the campaign.<\/p>\n

In these promotions, we leverage several different media touchpoints to create a dialogue that is relevant and individualized to the customer. In XMPie\u2019s example, Pressocup, a manufacturer of high-end coffee machines and coffee pods, can be very creative with its design of customer-facing materials due to XMPie\u2019s integration with Adobe\u00ae tools for print media and our Open XM™ technology for digital media.<\/p>\n

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  1. Personalized Videos<\/strong><\/li>\n<\/ol>\n

    The goal of this campaign is to encourage customers to subscribe to a service that regularly delivers their favorite coffee flavors. Pressocup knows what its customers prefer since that information was collected when the customer registered his or her product (see our previous demo for the \u2018purchase<\/a>\u2019 stage of the lifecycle). Pressocup is also tracking the buying habits of its best customers. Now the company can use this information to turn its customers into loyal patrons.<\/p>\n

    Pressocup decided to offer a discount for customers subscribing to the coffee delivery service. But the company went a step further \u2013 it chose to delight its customers by presenting the offer in a personalized video created for each customer individually. Besides adding a WOW factor, the personalized videos command more attention and deliver better results.<\/p>\n

    Customers are sent a personalized email. When customers open the email, they are welcomed with a large personalized banner image inviting them to watch their video.<\/p>\n

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

    When embedding a video in a webpage, it is also possible to have personalized HTML interact with the video. For example, you could overlay the video with a personalized HTML button at a specific point and link to a special offer for the customer or to a personalized PDF. This is possible because XMPie shares the data and logic across all touchpoints in a campaign so the same personalization values can be used in both the video and the HTML.<\/p>\n