Exmplar

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About Brand Personalization/Brand Personalization Process

The Brand Personalization Process
This is a highly simplified account of the process that leads to an effective Brand Personalization program.

Phase 1: Discovery identifies unique characteristics of your customers, based on recency, frequency, average order value, value contribution, relationship stage, product purchasing patterns and more.

The data is clustered to produce a multi-tiered Profile Pyarmid.

This structure lets you look at your customers at various levels, while still working with one profile. And provides the flexibility to manage marketing campaigns across all of the company's sales channels.

Marketing applications for Pyramid Profiles

Phase 2: Rules generation establishes personalization rules that help achieve the marketing objectives you've set for each of your channels.

Our library includes a substantial base of marketing and merchandising rules – and data on their effectiveness in hundreds of targeting scenarios. Populating these rules with your customer data generates the rules best suited to achieve your goals.

Here are a few of the ways Brand Personalization can drive sales.

Prospect Conversion	Using clickstream data, prospects are classified by the category, sub-category or price point of the item(s) clicked and sent the appropriate products.
Welcome	New customers are sent a message to reinforce their purchase and to offer related products.
Retention	Good customers are rewarded for their frequent purchases via more relevant offers, small incentives; frequent buyer programs; pre and post shipment notifications & follow-ups.
Sales Add-On	Within a week of purchase, customers are sent a thank you message with items that complement or augment what they've bought.
Education	The more customers know about a company, the more likely they are to buy. Educational creative can be developed and communicated based upon the purchasing patterns of the individual consumer.
Reactivation	For customers who have not purchased in a pre-determined period of time (i.e. 6 months or 12 months), a series of messages are delivered with offers that escalate in value.
Multi-Channel Support	Email can be the most cost-effective way to communicate key retail events and catalog mail dates. Offers can be developed that encourage specific cross channel purchasing behavior leading to higher lifetime.
Up-Sell	Increase average order value by sending products priced higher than those previously purchased by the consumer. Product bundling will also increase average order.
Cross-Sell	Send products from related categories or sub-categories based upon their known affinity to products previously purchased by the customer.
Replenishment	Identify consumable products and send a notice to reorder based upon the calculated repurchase period.
Liquidation	Identify excess inventory products and send to individual buyers according to affinity, category, or price point of past purchases.
New Product Introduction	Identify the category, sub-category or price point of the new products and send to customers with these known purchase behaviors.
Seasonal Promotion	Select seasonal products and send to customers with known seasonal, category, sub-category or price point prior purchase behavior.

Phase 3: Execution begins the ongoing process of linking products and offers with buyers and channels - and sending targeted, relevant messages that achieve your marketing objectives.

Multi-channel buyers account for a significant percentage of a company's growth and profitability. Exmplar's unique ability to apply consistent rules across all channels helps increase the number of these valuable customers.

Some examples of cross-channel efforts are as follows:

Email promoting catalog delivery
Email containing store only coupon/specials
Web site offering store only coupon/specials
Catalog promoting web address
Catalog with store or online coupons
Advertising supporting all channels
Call center reminder of web or store promotion
Coupons redeemable across all channels
Postcards with store, web and call center purchase instructions

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