|
McFadyen Solutions works with clients to create winning commerce
strategies that generate loyalty and repeat consumer traffic.
These goals can only be achieved by providing superior service
within the limits of competitive prices. In the past, companies
could create mass-market brands, relying on mass-market communication
channels -- television, radio, print advertising -- to establish
their brand identities and attract customers to their products.
Today companies must not limit themselves to selling products
and services to customers; they must create relationships
with them.
McFadyen Solutions understands
the strategies, tools, and processes that can be used to enhance
the Return On Investment (ROI) for online commerce. Properly
combining strategy with technology enables organizations to:
- Convert browsers to buyers
- Increases average sales transaction sizes
- Increase the customer closure
rate
Strategies can be leveraged through the ATG Commerce. ATG Commerce offers advanced personalization for unrivaled relationship management, a flexible architecture that fits business environments today and tomorrow, and a proven, reliable platform that can support a large customer volume.
Some Key Factors McFadyen Solutions Considers When Developing Successful Commerce Campaigns:
Personalized Customer Experiences
The essence of web personalization is serving individual customer's needs and interests based on thorough knowledge of them. Knowledge is gained through explicit customer input and through implicit, behavior-based observations. To develop a truly engaging and distinctive customer experience the concepts of personalization need to be applied consistently and wrap the entire commerce relationship, not just deliver database content or trivial menus.
Personalized content
delivery allows business managers to set up more effective
promotions specific to each targeted market segment. These
1-to-1 marketing campaigns have a much larger return on investment
than traditional “throw a wide net” marketing
campaigns designed to stake claim on market share and "get
more eyeballs".
Multi-Channel Customer Interaction
The more chances
and ways to sell the better. Reaching out to customers through
multiple channels (web presence, email, point of sale, call
centers, web kiosks, wireless, print, etc.) provides powerful
sales opportunities. Multi-channel customer interactions build
relationships and provide deeper insights into customer behavior.
More and more, customers are becoming seasoned veterans of
the web economy and they are demanding instant gratification
and gravitating to the organizations that provide anytime,
anywhere, anyhow access to product information.
Programmed Customer Campaigns
Programmed customer
campaigns are a sort of time-release capsule of interactions
over time, designed to manage and extend customer relationships.
These campaigns extend beyond a single web session to include
the entire customer lifecycle. Programmed customer campaigns
are carried out across multiple channels, helping organizations
really get under their customer's skin and figure out what
works best to grow individual customer relationships. The
course of the campaign and successive interactions change
dynamically based on a customer's behavior over time and the
customer's reaction to specific elements of this planned
marketing program.
To get the most from
the customer relationship, personalized promotions should
be structured with cross-sell and up-sell opportunities.
In the cross-sell scenario,
the customer is encouraged to purchase add-on products related
to the initial purchase. For example, if a customer purchases
a DVD movie, the cross-sell product offer could be the same
movie's CD soundtrack. In the up-sell scenario, the customer
is encouraged, through promotion, to purchase an upgrade to
the product they are interested in. For example, if the customer
is shopping for a CD by a specific artist, the site serves
up a promotion for a CD box set by the same artist.
Reporting & Analytics
Successful businesses
take the time to understand their successes and their failures
in order to plan for future initiatives. Reporting, analytic,
and business intelligence (BI) tools enable business managers
to leverage knowledge of market segments and individual customers
to generate greater demand for new products and promotions.
Formalized testing, sampling, control groups, market segmentation,
tracking, and reporting processes ensure the investments the
organization makes in commerce strategy are fulfilling their
promise.
Closed Loop Marketing
Closed loop marketing
turns browsers into buyers by combining the principles of
personalized customer experiences, multi-channel customer
interactions, programmed customer campaigns, promotional opportunities,
and analytic tools. When a customer is introduced into the
closed loop, they are profiled, understood, interacted with,
converted to buyer, and the relationship continues to be strategically
extended through leveraged analytic information. Closed loop
marketing is the concept of looking at the tools of a commerce
strategy as inter-dependent and complementary.
The basic tenet of closed
loop marketing is to build upon metrics related to customer
behavior and satisfaction in an effort to keep improving the
customer's experience and to earn a deeper degree of loyalty.
The closed loop provides the ability for organizations to
understand customer wants and needs, respond to customer desires
in meaningful ways, learn the customer's changing requirements,
and adapt offerings to drive increased value to customer experiences.
Supply Chain Integration
Your supply chain must
be responsive to customer demands. We plan and implement a
strategy that integrates the processes all parties in the
supply chain, ensuring your overall service and product is
delivered in a timely and operationally efficient manner.
To read about some of
McFadyen Solutions's successful commerce implementations
click here.
|
