Fresh Ground: The ‘Purchase’ Stage of the Customer Lifecycle (Part IV)RISORSE

Fresh Ground: The ‘Purchase’ Stage of the Customer Lifecycle (Part IV)

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Establishing the basis for future personalized interactions

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In the last part of our customer lifecycle series, we discussed the ‘evaluation’ stage, pinpointing the importance of fine-tuning marketing messages to make them more effective not only from an internal perspective, but for customers.

Next, we move on to the ‘purchase’ stage – 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.

The Pressocup Demo: Registering the Machine

We’ll imagine that we are orchestrating a marketing campaign on behalf of a fictitious coffee company we call “Pressocup”. For this cross-media campaign, we’re 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.

The campaign includes the following:

  1. Registration Card – The goal of this card is to get customers to register their machines, giving Pressocup their name and contact info. In return, they’ll 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.

pressocup_postcard_registration_2pressocup_postcard_registration_1

 

2. PURLs/QR Code – 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’ll be able to fill out an online form directly on that page to register their coffee machine.

pressocup_purl_serialno2pressocup_purl_serialno

3. Personalized Thank You Page – 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. The information the customer enters provides the basis for future dialogue.

pressocup_thankyoupage

 

The ‘purchase’ stage makes use of XMPie’s uImage and PersonalEffect platforms.

We discuss the ‘usage’ stage of the customer lifecycle in Part V of our blog series. Read on for how to get customers to make the most of their new items!