Designing your customers' communications and their timing
Marketing Treatments begin with data analysis to fully understand and develop your customer marketing plan for each segment, including automation requirements, and support for selecting and implementing of an automated platform.
Treating different customers differently
Ellipsis’ personalisation approach includes detailed analysis to build personalisation based on your customers’ propensity to buy more, buy different or leave you.
Our multi-brand skin care and beauty client had many retail loyalty programs running globally, but they were generally local, stand-alone initiatives, often a competitive response. Responding quickly to market dynamics did not always allow methodical program design nor a set of rigorous metrics that measured the sales and loyalty impact of their investment.
Over several years 20 programs were reviewed using a Loyalty ROI scorecard developed by Ellipsis with the client's CRM analytic teams in Asia, Europe and North America. This scorecard allows the program performance to be measured, with the assurance that the improvements are caused by the program, not coincidental or the result of self-selection by valuable customers.
This approach is the heart of our Return on Loyalty product.
Insights from the operational 'drill downs' (that all use several years of transactional data) have also allowed Ellipsis to restructure rewards catalogues and thresholds to further optimise the programs, using our reward threshold setting methodology. In some markets, innovative 'open' reward catalogues have offered members exciting, unrivalled reward choices that have vitalised a category not always attracting frequent shopping visits.
