Westside
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Transcript of Westside
Problem -
Westside losing loyal customers
Large segment of the Clubwest base lapsing out of the program
Analysis of this base showed us that 73% of recent lapsers were on DND and approximately 63% of them had not opened any of the one-to-one email campaigns westside had targeted at them
Main objective is to find out a way how the loyal members can be engaged again
Strategy
Westside hired Hansa Customer equity to find a way to engage the customers again
Hansa Found that there are two types of customers they need to engage again one is the customer who already left and second is the customers who are going to leave in future
There should be an event or promotion so that customer can be invited so they choose Winter sale of 2012-13
Now the main objective is to communicate the message, Westside is already tried Mails and individual messages but they did not work
They found out after doing a lots of research is that reaching customers through social websites is the best way.
They already have mail IDs and contact numbers of their customers so they can find their customers easily
They opted for Facebook among different social networking sites as Facebook is widely used
They used Power Editor tool
Power editor is a bulk ads creation and management tool, tailored specifically for large advertisers
POWER EDITOR TOOL
Power Editor is a tool that helps businesses manage multiple campaigns
Power Editor makes it easy to create, edit, manage and optimize ads, campaigns, and Page posts in bulk, across a large number of different ad accounts and Pages.
Advertisers can use Power Editor to buy placements in the news feed, the most engaging place on Facebook.
Advantages of Power editor
Save time by mass-editing ads and Page posts across campaigns, accounts and Pages, and creating ads in bulk
Optimize from the tool by sorting ads by key stats and performance
Save time by copying and pasting ad and campaign data from Power Editor to Excel, and vice-versa.
Select specific news feed placements in desktop and mobile for Page post ads and sponsored stories
Easy to create Page posts, promoted posts and schedule posts
Use Audiences to create and manage all your audiences, including custom audiences and targeting groups
Process followed
Get the Email ID and contact no
through database
Mapped on FB via Power editor
Communicated about winter sale to
the lapsed members
Results..
Total members mapped on Facebook – 3, 32,020
During the 1 month campaign we reached 1, 10,431 via social reach and 2,70,293 via organic reach
The beauty of facebook campaign is that there is a response from the customers , same was not the case in previous campaigns
Facebook strategy was more effective than individual mailers
7849 lapsed members engaged with the ads out of which 737 members made multiple purchases at the store.
Hit ratio= 9.4%
Every Rupee spent on FB they were able get a return of Rs45.
Suggestions - Hansa should target not only FB users but also other social
media users like twitter, Google+
We can use predictive analysis to send personalized mailers to the lapsed members.
End of season sale will open a day earlier for those who are lapsed.
We can also lure our customers who shop using our mobile app.
Hansa should come up with a campaign where people would get attractive offers if they take a selfie inside their store and upload it on social network.
Hansa could also come up with a campaign where people would get attractive offers if they CheckIn inside their store on social network.
Both the above campaigns would help Westside gain popularity and even the people who have lapsed would come to the store.
REFERENCES
https://fbcdn-dragon-a.akamaihd.net/hphotos-ak-ash3/851563_142274389310746_1586366812_n.pdf
Hansaequity.com
CREDITS Lighthouse Insights