Packard Bell Uses Cross-Channel Communications to Increase Average Customer Value by Fifty Percent

NeolaneHelpsPackardBellForgeDirect
RelationshipswithIndirectCustomers
Customername:PackardBellLeadingPCmanufacturerestablishesdirectrelationshipswithcustomerswhoIndustry:High-Tech/ManufacturingBusinessNeed:Establishpurchasedcomputersfrombrick-and-mortarandonlineretailers;personalized,andexpanddirectcustomercross-channelcommunicationsprogrampoweredbyNeolaneincreasesaveragerelationshipscustomervalueby50percentTechnologyenvironment:Oracle,Windows
PackardBellimplementstargetedusingadatabaseof1.5millionactivecustomerloyaltyprogramtostrengthencustomers.Certaincommunicationsareitsbrandandinspirerepeatpurchasessentautomatically:Athank-youemail"NeolanemakesitWithstrongrootsintheconsumerPCmessagethedayafterthepurchase;asalesindustry,PackardBellhasexpandeditsproposalthreemonthsaftertheactivationsimpleforustofocustoembraceasuccessfuldigitalenter-ofasecuritysoftwaretrial;oramemorytainmentstrategy,manufacturingarangeofupgradeoffer23monthsafteraPCpur-externalstorage,MP3andGPSdevices.Aschase.Othercommunicationsarescheduledmanagelarge,itsbusinesscontinuestogrow,PackardBellindependently,suchasnewproductlaunch-hasmaintaineditsreputationfordeliveringes,seasonaloffersorsales.complexmarketinghigh-quality,reliableproductsaccompanied"It'simportantnotto'pollute'customerbysuperiorcustomerservice.Thisreputa-servicenotificationswithtoomanyoffers-campaigns."tionisperpetuatedthroughlong-standingwehavetobalanceprioritiesacrossawiderelationshipswithleadingretailersaroundrangeofparameters:volume,frequency,theworld.style,contentandlanguage,"reportsVéroniqueCosatti,"ToshoreupourpositioninadynamicCosatti."ThisprogramispartofourglobalPackardBellmarketplace,weimplementedacustomer-communicationstrategyandrequiresloyaltyprogramtoconsolidateandstrength-coordinationinordertomeetourqualityenourlong-termcustomerrelationships,"standardsandbusinessgoals."OBJECTIVESexplainsVéroniqueCosatti,EMEAcommu-Theanswer?CoordinateandautomatenicationsmanagerforPackardBell.allthemarketingprocesses.PackardBellForgedirectrelationshipsThisinnovativeprogramaimstoengageturnedtoNeolanetopowerintelligentdirectwithindirectcustomerscustomerswiththePackardBellbrandfrommarketingcampaignsandexecutePackardthroughloyaltyprogramtheoutset.ThisisespeciallyimportantforBell'sstrategytobuildmoremeaningful,purchasesmadeindirectlyatretailers,long-termrelationshipswithitsindirectcus-SendtargetedcustomerwherePackardBellhaslittledirectinsighttomerbase.PackardBellselectedNeolanecommunicationsthatinspireaboutconsumers'preferencesorbuyingbasedonitsprovenexpertiseinplanningrepeatbusinesspatterns.Forexample,shortlyafteracon-andexecutingcomplex,cross-channeldirectsumer'sinitialpurchase,theyregisterwithmarketingcampaigns-integratingemerg-Executeconsistent,high-PackardBellandreceiveathank-youingchannelswithtraditionalofflineeffortsvolumeglobalcampaignsmessagealongwithaninvitationtojoin-anddrivingmeaningfulcustomeraloyaltyprogram.Goingforward,theydialogue.RESULTSregularlyreceiveinformation,adviceandspecialofferstohelpthemmaximizetheNeolanedeliversseamlesslyintegratedcommunicationsprocesses;intuitive33percentofcustomersidenti-useoftheirPCandotherdigitalentertain-featuresandreportingcapabilitiesfied,upfromvirtuallyzeromentproducts,andencouragingthemtoturntoPackardBellforfuturepurchases.driverealresultsAutomatedcampaignsacross"NeolaneisthebackboneofourmarketingAcomplexundertaking:Coordinatingeightlanguagesgarneremailprocesses,"saysCosatti.Neolane'sexperi-hundredsofmonthlycampaignsopenratesof35to50percentencedteambuiltthemarketingdatamarttothousandsofcustomersineightusedforPackardBell'scustomerloyaltylanguagesAveragecustomervalueupprogram,andintegrateditdirectlywith50percentEachmonth,PackardBellplansandexecutesthePCmanufacturer'sCRMsystem.Themorethan1,700marketingcampaignsinNeolanesolutionenablesPackardBell'seightlanguages,acrosssevencountries,marketingteamtoperformsegmentations"Neolaneisavaluablecross-channelcampaignmanagementsolutiondesignedwithmarketingprofessionalsinmind.Itseasy-to-use,intuitiveinterfaceprovidesuswithactionableinsightacrosstheentiremarketingcommunicationscycle-fromthedatamartandreportingtoanalytics."
andextractionsaccordingtonumerousisusedbyPackardBellcommunicationscriteriaincludingpurchasedate,purchasemanagersacrossmultiplecountriesfortype,warrantyexpirationdateandreactionsB2CaswellasB2Bmarketingviachannels.topreviousmessages.TextandimagesareNeolanehandlesmulti-lingualcontenteasily:integratedintotheprocess."EachsubsidiarytailorsmessagesforitsNeolanethenautomatical... [download for more]