Floris Regouin, Head of Digital Marketing & eCommerce, Samsung Benelux

Innovation in

Customer Engagement

Meaningful progress

No more barriers.

Saturation.

All about you.

Information abundance.

On every screen.

With a flick of a switch.

Directly with us.

@

1971

verb ‘to involve (a person or his attention) intensely’

engage

T H R O U G H A M U T U A L R E L A T I O N S H I P

Build loyalty around the brand

We needed a clear CRM strategy: Get – Keep - Grow

DB

Welcome

Touch points

Relevant messages

Customer Life Cycles

Product Life Cycles

Database

Cross sell

Print Website Mobile Community Store Call center E-mail

Activation Retention

Galaxy S5 Galaxy S6 TV (7, 8, 9) Tab S S-UHD TV

Campaign A

Campaign B

Campaign Y

Campaign Z

Social Media Webshop Service Desk

Reactivation Win back…

Mobile data

DB DB

DB

external data sources

for enrichment

Integrate CRM with all touch points

Engage continuously

Build loyalty around the product

One central database, continously enriched

New innovative campaigns using historic data

Leading the way for Europe into new innovative ways of engagement

in 1 year

for 14 countries

in 15 languages

through 500 campaigns & projects

over 300.000.000 emails delivered

with very low opt-outs

Next best action plan to optimize relevance and stimulate purchase

Announce Tease Amplify Delight

And this is what it looks like

28,6 k pre-registrations

Mail 1 Welcome

Mail 2 Point Out

Mail 3 Assist

Mail 4 Supplement

Mail 5 Enquire

PURCHASE

UNPACKED

Pre-order NOW!

Now IN STORE

TEASER 2

TEASER 1

3. NOTE 4 PUSH MESSAGE 14 October

1. MONTHLY NEWSLETTER 7 October

2. NOTE 4 PRE-ORDER 10 October

4. MONTHLY NEWSLETTER 17 October

Source: Forrester / Adformatie

While we enriched household data and introduced our product within a relevant context.

Engagement was high.

Over 240.000 people were reached

1 2

3 4

While we increased our total numbers of opt-ins and enriched our database identifying new opportunities.

XXXXX completed the test

Make people aware that having an old fridge equals a waste of energy and money, while enriching our database to increase relevance in communication

‘How old is your fridge?’

1 ‘You could save X’

2 +3 days: Follow up e-mails

7-15 years+ 0-6 years

3

VERSION 2 ‘your fridge is okay, we give you extra tips and check our Smart Home products’

VERSION 1 ‘you could save energy, here is an offer for a new fridge’

8,3 60% Years old on

average Owns 7+ year

old fridge

44k Profiles

enriched

Food Travel Lifestyle

Culture Good Home

Technology & innovation Technology & innovation Technology & innovation

Technology & innovation Technology & innovation Technology & innovation

Quick recap: how to start innovating your own customer engagement

GET

BUILD UP YOUR DATABASE AND KNOWLEDGE

KEEP

STRENGHTEN THE RELATION AT EVERY INTERACTION

GROW

AIM FOR AND INCREASE THE CONSUMER LIFETIME VALUE

INTEGRATE

LOOK THROUGH THE EYES OF THE CONSUMER

KEEP TESTING & START INNOVATING

TEST TO LEARN WHAT IS WORKING AND WHAT IS NOT, COOPERATIVELY

EXPAND & NEVER GIVE UP

CHALLENGE YOURSELF, YOUR TEAM AND YOUR AGENCIES

Start with the end in mind (Steven Covey)…

{Digital Leadership}

…then break it down and sit

on top (Floris Regouin)