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Using the Value Segmentation upgrade template

Congratulating and encouraging your customers as they move up in your loyalty program, or when you notice a positive change in their purchase frequency and/or amount is important. It will allow you to maintain your relationship with them while increasing their loyalty to your brand.

Indeed, offering deals in line with their value segmentation, and adapting these deals each time a customer improves its value, allows you to keep them satisfied, while generating interaction with your brand. When they are kept up to date with their benefits, and gain new ones as they increase their value, your customers will want to use these benefits, and will therefore make additional purchases to maintain and/or increase their value.

note

Encouraging your customers to buy from your brand also helps to increase their loyalty by maintaining (or even increasing) their purchase frequency.

To help you in this process of building customer loyalty, Actito has developed a fully customizable value segmentation upgrade scenario template that enables you to :

  • Present the benefits of increasing customer value
  • Reward customer commitment to your brand
  • Encourage customer to interact with your brand (new purchases, survey, test, …)
  • Reinforce their sense of belonging to a community built around your brand
  • ...
GOOD TO KNOW

If you want to activate this template or any other Actito templates that is not activated by default in your license, please contact support or your account manager.

Using the template scenario​

To create and customize your scenario, go to the 'Manage Scenarios' app (Catalog > Automation > Manage Scenarios).

Manage scenarios

Click on 'Create a scenario'.

From 'More inspirations' tab, choose the 'Value segment upgrade' template and click on 'Next'.

Value segment upgrade Template

note

The templates that you see in 'The essentials' tab, are the templates activated by default in your license. The templates available in the 'More inspirations' tab, are templates you can add to your license. To activate one or several of these templates, please contact your account manager.

Once you have chosen your template (or if you start from blank), you will then have to name and link your scenario to a database.

Create scenarios

You will then have access to a pre-defined incentive scenario for a second purchase that you can modify to link your e-mail campaigns to it and that you can customize to suits your needs.

Structure

By default, this scenario includes:

  • A segmentation start block: that will trigger the scenarios only for profiles added in a chosen segmentation. For this template, it is not only important to specify the segmentation to which the profile is added, but also the condition on the origin segment of the profile. Indeed, in this case, you want to congratulate profiles that are upgrading segment (i.e. from Bronze to Silver) and not profiles that are downgrading (i.e. from Gold to Silver). Find out more about this block here.

  • A sending e-mail campaign block: to link to an e-mail campaign congratulating your clients on the segmentation change that you have created and activated beforehand. You can use this campaign to present the benefits linked to the new loyalty status, propose a special offer, show your interest by congratulating them... More information on the creation of scenarized e-mail campaigns, here.

  • A waiting for opening a mail block: that will stop the flow of the scenario until the profile opens the e-mail campaign. It will also send profiles who have not opened the e-mail within the time you've set to a split A/B block.

  • A starting scenario block: that will send profiles who have read the e-mail to another scenario of your choice (for example, to a satisfaction survey scenario, an invitation to an event reserved for VIPs, etc.).

  • A split A/B block: that will allow you to determine which channel has a higher impact to contact the profiles that didn't open your first e-mail.

  • A sending e-mail campaign block: to link to an e-mail campaign reminding them their change of value segmentation that you have created and activated beforehand.

  • A sending SMS campaign block: to link to a reminder SMS campaign reminding them their change of value segmentation that you have created and activated beforehand. More information on the creation of scenarized SMS campaigns, here.

tip

You can also use this scenario to prevent your customers of a possible drop in value, which will encourage them to make a purchase from your brand to avoid this value segmentation downgrade and preserve their current benefits.

Once you have set up your scenario, you can save it and activate it.