Creating a personailsed communication by Steer Creative Limited

How to create a fully personalised campaign for your customers

Created by By Neil Steer

INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com

THE BRIEF: Shop Direct Group and Transactis got around the table and began a journey that will eventually change retail home shopping. “To implement a personalised approach in communicating with their customers.” Background SDG want Transactis, to demonstrate our creative, data, consultancy/strategy and campaign execution capabilities. To do this, we are looking to demonstrate how we can deliver fully personalised marketing campaigns using the data that we/they have access to including Vision. Examples of 4 different types of campaign should be developed in order to demonstrate how personalisation would be used. These campaigns should revolve around recruitment, retention, reactivation and FPO. Formats The campaigns should be activity that can be executed using either the IGEN or IBM5000. The recruitment, reactivation and recruitment campaigns should show how personalisation would be used in either a postcard or pack format. The FPO should show how personalisation could be used in conjunction with the catalogue.

CASE STUDY//SDG PERSONALISATION

Reactivation Use vision variables to identify which of SDG’s lapsed customers are trading elsewhere, and what types of catalogue/home shopping organisation they are purchasing from. Also use SDG transactional and customer data to target relevant products, messages, offers (and offer values), and channels of communication. Possibly look to use PURL’s to get lapsed customers re-engaged with their brands. Our last campaign drove 18% of individuals to their PURL, reactivated 4.3% of those mailed, increased response rates by approx 50%, increased AOV by 25%. Also look to model individual’s behaviour to trigger reactivation campaigns – If the spend of someone who has spent a lot with SDG and/or is modelled to do so starts to decline a campaign should be triggered to stop them from lapsing before they do. Retention and FPO Use transactional and customer data to determine the message, offer and products to promote to an individual. Profile when someone typically spends and look to change their behaviour – ie bring forward the purchase of products from someone who only places an order late in the season 2

Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online

18-30 31-55

Male

Data The data that will drive each campaign is listed below. This data will help to decide which products and offers to promote to individuals, as well as the message and tone of voice that will engage with the profile of the individual.

56-75 Home and Leisure

Campaign CAMPAIGN

31-55

Female

56-75

DATA LED APPROACH

31-55

Male

56-75 ear Fashion and Footw

Deliver DATA the LED most appropriate APPROACH message, product and offer Deliver the most appropriate to the message, right people product at and the offer to the right at the right time and via people the most right time and via the most appropriate channel.

Recruitment Data will come from the different variables available to SDG from the Transactis data pool using Vision. Variables will include: • Gender • Age • Affluence • Product types purchased from other home shopping organisations (male or female fashion, agency, gardening, home and leisure, etc) • Home shopping spend (would help to decide the value of the offer to be promoted) • Purchasing channels used (post, web, telephone). This could help shape the contact strategy ie whether to send an email, DM or OBTM call. • Incentives responded to (money off, % off, no offer, free gift) • Credit/Non Credit – could help decide whether to send agency catalogue or direct catalogue • Family profile – kids, single, couples without kids, Couples with kids that have flown the nest)

Unnecessary communication to individuals stripped out – cost Unnecessary communication reduction.

Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online

18-30 31-55

Female

56-75

Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online

18-30 CREDIT

31-55

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56-75 Home and Leisure

Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online

18-30 31-55

Female

appropriate channel.

Fully personalised one one to to one Fully personalised one communication drives response communication drives response ratesincreases and increases customer rates and customer spend and loyalty. spend and loyalty.

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18-30

HIGH VALUE

NOTES

Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online

18-30

56-75

Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online

18-30

LOW VALUE

31-55 Male 56-75 n and Footwear

Fashio

Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online

18-30 31-55

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56-75 Customers who have ordered this season

Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online

18-30 31-55

OBJECTIVE: SPEND MORE

Male

56-75

Home and Leisure

Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online

18-30 31-55

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56-75

to individuals stripped out – cost reduction

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18-30

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Fashion and Footw

18-30 Female

31-55 56-75

18-30 NON CREDIT Male

31-55 56-75

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All of the above would help to determine who to select for recruitment activity and which brand to push them towards.

18-30

Created for SDG by Transactis Creative www.transactis.co.uk

Female

31-55 56-75

18-30

LOW VALUE Male

Created for SDG by Transactis Creative www.transactis.co.uk

31-55 56-75

Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online

transactis profit through insight

Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online Multichannel Offline Online

A visual representation of the data selection process. This slide focused the clients approach, revealing how much variation is possible. ear

Fashion and Footw

18-30

Female

31-55

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INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.ne steer.com

CASE STUDY//SDG PERSONALISATION

WHAT WE DID:

LETTER DEVELOPMENT:

PERSONALISED LETTER PERSONALISED LETTER

cruitment Recruitment RUITMENT

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SPRING SUMMER 2010

Recruitment RECRUITMENT

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NOTES NOTES

Recruitment Recruitment SPRING SUMMER 2010

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A5 Personalised Letter

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Mr N Steer 2 Appleford Mount Moseley Manchester M30 2GF

an exclusive offer just for you... At Very we are dedicated to the latest looks at

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Back of poster with Back of poster with fold marks fold marks

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CONTENT VARIES DEPENDING ON CONTENT VARIES DEPENDING ON TARGET AUDIENCE AND USES VISION TARGET AUDIENCE AND USES VISION TO CALCULATE AND PROVIDE TO CALCULATE AND PROVIDE INFORMATION ON PROPENSITY TO BUY INFORMATION ON PROPENSITY TO BUY

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POP for PPQ A-line skirt £32 broderie shirt £32 but could be yours for £28.80, £24 or £16 each!

FUSE by PREEN satin over mesh dress £65 but could be yours for £58.50, £48.75 or £32.50!

very.co.uk

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FUSE by PREEN pintuck detail sleeveless blouse £29 but could be yours for £26.10, £21.75 or £14.50!

POP for PPQ A-line skirt £32 broderie shirt £32 but could be yours for £28.80, £24 or £16 each!

FUSE by PREEN satin over mesh dress £65 but could be yours for £58.50, £48.75 or £32.50!

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These two slides illustrate how personalisation used well can put the correct choices in front of the correct customer. In these examples the use if the Very brand is within their guidelines, however the noise reduction across the campaign is aimed at the top of the file, giving the best customers an experience that adds value. Not all Very customers, which is essentially a department store, are all exactly the same. Each will respond to an offer/communication in a different way, find out how the customer wants to interact with your brand and give them what they want.

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Lydia Hudson Customer Manager

with love x

08448 222 321 www.very.co.uk

FEARNE COTTON stripe blouse £35 but could be yours for £31.50, £26.25 or £17.50!

transactis

with love x

08448 222 321 www.very.co.uk

more ideas ONLINE & NEW must-have web-exclusives

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Lydia Hudson Customer Manager

SPRING SUMMER 2010

1000’s 1000’s

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SDG by Transactis Creative ctis.co.uk

SPRING SUMMER 2010

Buy NOW Pay LATER

FREE PRIZE DRAW

you will be automatically entered in to a for prize draw when you order any item from the Love Label range

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very.co.uk

SPRING SUMMER 2010

Very.com Very.com

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very.co.uk

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with your first order we will give you 25% off. There are 1000’s of products to choose from and

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must-have web-exclusives, so don’t delay,

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with your first order we will give you 25% off. There are 1000’s of products to choose from and

CURVES AND CONTOURS exaggerated shoulder dress £45, but could be yours for only £22.50!

Mr N Steer 2 Appleford Mount Moseley Manchester M30 2GF

Just for you... ...an exclusive offer from Very . We are delighted to offer you this exclusive discount,

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Mrs T Mullin 102 Church Lane Knutsford Cheshire CH6 5FC

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FUSE by PREEN satin over mesh dress £65 but could be yours for £58.50, £48.75 or £32.50!

very.co.uk

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FUSE by PREEN satin over mesh dress £65 but could be yours for £58.50, £48.75 or £32.50!

ZWR-T2J-1T £45 ZWR-T2J-1T Penguin Earl

£45 Penguin Earl tipped pique polo.

Welcome to Littlewoods.com Dear Mr. Steer,

NOTES NOTES

very.co.uk

Roberts radio £159 £149 Roberts radio £159 £149

SPRING SUMMER 2010

A5 Roll Fold Booklet with variable content A5 Roll Fold Booklet with variable content

FEARNE COTTON stripe blouse £35 but could be yours for £31.50, £26.25 or £17.50!

abel tre n e l lov

MR AB Sample 123 New Street Sample Town Cheshire SK4 4QX

MR AB Sample 123 New Street AC Sample Town Cheshire SK4 4QX

Welcome to Littlewoods.com

35.”

FEARNE COTTON stripe blouse £35 but could be yours for £31.50, £26.25 or £17.50!

abel tre n e l lov

ZWR-T2J-1T

SPRING SUMMER 2010

A5 Personalised Letter A5 Personalised Letter

South stripe top £12 Spot pencil skirt £35

ZWR-T2J-1T

Recruitment Recruitment RECRUITMENT

very.co.uk

SPRING SUMMER 2010

PRODUCT AND PRODUCT AND OFFER PANEL OFFER PANEL EVEN AT THE BEGINNING

Electricals

CURVES AND CONTOURS exaggerated shoulder dress £45 but could be yours for £40.50, £33.75 or £22.50!

POP for PPQ A-line skirt £32 broderie shirt £32 but could be yours for £28.80, £24 or £16 each! POP for PPQ A-line skirt £32 broderie shirt £32 but could be yours for £28.80, £24 or £16 each!

A5 Personalised Letter

failm y ily fam

SPRING SUMMER 2010

Just for you...

Line open 7am - 11am, 7 days a week

Customer Manager

www.Very.co.uk Typical www.Very.co.uk Typical 08448 222 321 39.7% APR Line open 7am - 11am, 7 days a week variable 08448 222 321 39.7% APR This illustrates how the Line open 7am - 11am, 7 days a week variable

was £20.00 now £14.00 save £6.00 weave effect cross body bag

• model: LE37B550A5WXXC • Samsung helpline: 0870 726 7864

£60 Adidas Superstar II trainers

Line open 7am - 11am, 7 days a week variable

transactis

profit through insight welcome letter comes together. The content of every single letter can be completely different. The customers are grouped, in this example, into categories. The offer panel down the right hand side segments the customers into male, female, family, responds to celebrity offers, responds to home shopping benefits. This can be different depending on the data available. This is fairly basic stuff I know, but it is surprising how many retailers don’t talk to their customers correctly. This is the start of the customers journey with you, make them feel welcome and relevant. was £20.00 now £14.00 save £6.00 weave effect cross body bag

transactis

INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com

LETTER DEVELOPMENT:

LETTER DEVELOPMENT: Product 1 heading

.co.uk The Brand/address new online department store ZWR-T2J-1T

MR AB Sample 123 New Street Sample Town Cheshire SK4 4QX

Propensity Product 1 £25 Fred Perry shoulder bag .

Dear Mr. Steer,

Product 1 Copy

thank you for requesting our Very catalogue. I'm delighted to enclose your FREE copy of the Very.co.uk catalogue. You have been allowed £750 to spend today available until 24/06/2010. Our online store and catalogue is full Letter of the latest trends, the most up to date technology and inspiring ideas for your home. Neil, you also qualify for our introductory £10 OFF your first order when you spend £25 or more! Just quote ZZ351.

Product 2 heading

PLUS, ORDER TODAY, IT'S YOURS TOMORROW. If it's not quite right our returns are FREE! Prefer to be contacted by email? Visit www.very.co.uk/emailsignup Our emails are tailored to you, fashion moves fast, so stay ahead and get online for a greater choice.

Lydia Hudson

Propensity Product 2

The letter was segmented in to the relevant areas to populate. This focused the internal marketing teams and helped them understand the amount of variability on the piece. There are 5 areas on the front. 1. Brand/Address area - this varies with each customers address and which of the SDG 5 brands they shop with. 2. Letter - the entire content of the letter can change per customer. 3. Channels - dependant on the customers propensity to buy from their chosen channel 4. Propensity Product 1 and 2 - this depends on the customers product history, matching across to similar customers - people who bought this also bought. See opposite page for an in depth look.

Lydia Hudson Customer Manager

www.Very.co.uk Channels 08448 222 321 Line open 7am - 11am, 7 days a week

Typical

39.7% APR variable

Product £60 2 Adidas II Copy Superstar trainers

The reverse of the letter breaks down in to 3 areas. 1. Brand - dependant on which SDG brand the customers shops with 2. Propensity product 3 - this is the same treatment as the front images. 3. Channels - dependant on the customers propensity to buy from their chosen channel. Getting the correct product in front of the customers is essential. The one and only reason the customers will shop with you is ultimately your product. Putting relevant product in front of the customer helps the customer decide to buy or view more. Irrelevant product on communications is derisive to the brand and will put off customers.

CASE STUDY//SDG PERSONALISATION

Brand

How we managed the images that populate the propensity product areas is defined here. The customers were placed in to 3 categories, young, mainstream and mature. In each of the 3 categories we selected images relevant to the title. In this example above, you can see the customer is more likely to buy ladies dresses, she is then defined as young, then dependant on relevance the image is placed in one of the 3 product areas, more relevant being propensity product area number 1 less relevant propensity product area number 3.

Product 3 heading

Propensity Product 3

Product 3 Copy

LADIES DRESSES > YOUNG > FRONT Channels

LADIES DRESSES > MAINSTREAM > FRONT

LADIES DRESSES > MATURE > FRONT

The three images (above) show the string required for Ladies Dresses. In total we utilised 24 different product categories. Each category split in to 3 areas, young, mainstream and mature. a total of 144 different images were eventually used on this letter.

INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com

THE FINISHED RESULT:

CASE STUDY//SDG PERSONALISATION

THE FINISHED RESULT:

Here are samples of the final letter and envelope.

Letter Back

The finished design was agreed with the client and Creative handed over to Pre - Media. The letter was sent to 100,000 lapsed customers. Every customer was sent their first fully personalised letter. All from the same template. The campaign then ran over 6 weeks. The data was collected and made ready for round two of marketing.

Letter Front

INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com

CASE STUDY//SDG PERSONALISATION

THE FINISHED RESULT:

LETTER DEVELOPMENT:

Gemma's

Style edit

ZWR-T2J-1T

People who love the same things as you also like these ...

MR AB Sample 123 New Street Sample Town Sample County AB12 3AB

Simply quote XXXXX at the checkout

when you place an order of £60 or more before 30th June 2010.

Shop the way you want to! Payments to suit you. You can either have it now and pay no interest with TAKE 3, or buy now pay May 2011†

3 Very good reasons to shop again!

Hi Gemma,

We know you haven’t shopped at very.co.uk for a little while so we wanted to welcome you back by giving you 3 amazing reasons to get shopping!

Buy now, pay next year†…

Just place an order for £100 or more before 11th July ’10, quote code XV186 and you won’t have to pay until May 2011 – shopping heaven!

…or Take 3 and pay no interest

pay for new purchases in three equal payments over 3 months and you won't pay any interest - how good's that?

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a emm

only ription t desc 0222 C c u d o >Pr today J3 Order

Perfe

£XX<

We’d like to treat you to £30 off your next order - just quote code XXXXX at the checkout when you place an order of £60 or more before 30th June 2010. Here’s a few tips on what your £20 could go towards... SAVE £30 on great value fashion - with jumpers from £12, tops from £10 and leggings from £7.50 imagine how many you could buy! SAVE £30 on the Buy1Get1Free offers on bedding, curtains and more SAVE £30 on top of our offer of the week: 50% off Washer Dryers SAVE £30 on top of our existing savings like up to £130 on dining sets, up to £300 on TVs and up to £400 on sofas!

•Order up to 6pm for next day delivery on selected items •Not sure? No problem return it free with no hassle

Take a fresh look at your book now, or shop more of everything online

Lydia

www.very.co.uk

Lydia Hudson, Customer Manager P.S. Don't forget, order now and quote XXXXX to claim your £30 saving.

www.very.co.uk 08448 222 321 39.7% APR TYPICAL

VARIABLE

Picked

Gemm >Prod a Order touct descriptio day GM n only £XX< 09Z for

C10-0412

•1000's of must have items online now •Up to the minute trend and look advice

£30 off whatever you want*

Line open 7am - 11am, 7 days a week

£30 OFF ANYTHING!

Great for

Gemma

t only £XX Tankin Se y DS280 a d Order to

08448 222 321 Line open 7am - 11am, 7 days a week

Calls made from BT landlines will cost no more than 5p per minute. Charges may vary for calls made via other service providers.*Each promotional code may only be used once and is subject to account status. The £30 off offer is only available on orders over £60 placed before 30th June 2010. Returned goods, financial services products and delivery charges will not count towards the value of the order. This offer cannot be used in conjunction with any other discount or promotional offer. Promotional codes are codes that enable customers to obtain benefits such as discounts, free delivery and free gifts. These codes are non-transferable so may only be used by the person to whom they are issued and must only be used in accordance with their terms and conditions of use. If you use a promotional code to claim a promotional benefit, you must first check that it was issued to you and that you are eligible to use it. By using it to claim a promotional benefit you will be confirming that:- (i) you are entitled to use the code; (ii) you meet all the conditions that apply to its use; (iii) you agree to the terms set out below. If, before accepting your order, we find that you are not entitled to use the code or do not meet all the terms and conditions of its use, we may reject your order or alternatively process it without the promotional benefit being applied. If, after accepting your order, we find that you were not entitled to use the code or did not meet all the terms and conditions of its use, we may reverse the benefit that you obtained. If you transacted on a cash basis e.g. by debit or credit card, we may take a further payment, equivalent to the value of the benefit obtained, from the card used. If you transacted on a credit basis, the value of the benefit obtained may be charged to your credit account. † For Buy Now Pay May 2011, Quote XV186. This Buy Now Pay Later (BNPL) offer is subject to £100 minimum order value. Any insurance premiums will accrue and be charged from the date of purchase. Buy Now Pay Later purchases do not qualify for Take 3 or Account Interest Opt Out options. Interest will be calculated from the date of your purchase but it will not be charged to the account until the expiry of the Buy Now Pay Later period. You can avoid paying interest by paying the cash price in full before the end of the BNPL period. Typical 39.7% APR Variable. This offer is valid 11th July 2010. Credit is provided, subject to status, by Shop Direct Finance Company Limited. Registered office: Aintree Innovation Centre, Park Lane, Netherton, Bootle. L30 1SL. Goods/services provided by Shop Direct Home Shopping Limited. egistered office: First Floor, Skyways House, Speke Road, Speke, Liverpool, L70 1AB. The actual APR applicable to you may be different from the typical APR based on your credit status.

INTERESTED? PLEASE CALL 0781 802 6023 OR VISIT MY WEBSITE FOR MORE INFORMATION www.neilsteer.com

CASE STUDY//TRANSACTIS BRANDING

Thank you for looking at my case study. I have 25 years experience in creating customer communications. My work has enabled me to gain experience in all sectors and all channels. From Art directing fashion photography to designing fully personalised emails, brochure design to rebranding blue chip companies. I enable companies to attract and retain their customers utilising modern technologies and good old fashioned ideas. I have achieved response rates in excess of 30%.

If you would like more information please call me directly on 0781 802 6023 or email: info@neilsteer.com.

My full portfolio is available to download at www.neilsteer.com

Neil Steer STEER DESIGN, 25 Tatton Road North, Heaton Moor, Stockport, SK4 4QX 0781 802 6023 www.neilsteer.com