技术
- 应用基础设施与中间件 - 事件驱动型应用
适用行业
- 服装
- 零售
适用功能
- 采购
- 销售与市场营销
用例
- 泄漏与洪水监测
- 时间敏感网络
关于客户
Landmark Group 成立于 1973 年,是中东、非洲和印度最大的零售和酒店品牌之一。该集团在 22 个国家经营着 2,300 多家门店,销售 50 多个世界级品牌。他们提供各种各样的概念,包括服装、鞋类、家居装修、健康、食品和酒店品牌。除了实体业务外,该集团还运营该地区最大的电子商务业务和忠诚度计划 Shukran。该集团的客户群庞大且多元化,大量使用其网站和应用程序,尤其是在一年中最大的在线销售时段“白色星期三促销”期间。
挑战
Landmark Group 是中东、非洲和印度最大的零售和酒店品牌之一,在 2019 年白色星期三促销期间面临挑战。此次促销是一年中最大的在线促销期,对于集团旨在增加新订阅者、客户、购买量和收入。白色星期三活动的核心目的是确保应用程序用户利用最大的优惠和折扣。该集团希望鼓励应用购买并提高应用转化。目标是通过使用客户参与工具来提高早期回头客、提高客户生命周期价值和购物篮规模以及提高应用程序转化率。然而,由于与网站和应用程序互动的活动和客户数量巨大,优化应用程序转化是一项重大挑战。
解决方案
为了克服这一挑战,Landmark Group 采用了客户参与工具并与 MoEngage 合作。 MoEngage 团队在售前、售中和售后与集团的 CRM 和保留团队进行了广泛的合作。他们建议该集团使用应用程序内和推送通知来运行特定的白色星期三重点优惠,以吸引和吸引应用程序客户。这些活动根据实时事件触发因素(例如购买、产品搜索历史记录、添加到购物车、添加到收藏夹等)针对新客户和现有客户进行细分。该集团还为应用程序激活和通知选择制定了强大的活动策略。他们针对 Android 和 iOS 用户使用了不同的策略,并使用 MoEngage 细分(例如购买历史记录和搜索历史记录)进一步细分了这一点。该集团还利用两周内监测的数据来交叉销售和追加销售产品。
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