A CEI Survey revealed how 86 per cent of buyers will pay more for a better customer experience. Customers expect a high level of personalisation during the purchasing process. Brands need to make the whole shopping experience “personal”, offering content relevant both to the user’s personality and the context they are in. This move towards personalisation is at the heart of the new Engagement Marketing platform which Contactlab are launching today.
The platform is made up of a suite of 3 products which fulfil the key requirements of data-capture, data-intelligence and data-activation: Contacthub, Contactplan, and Contactsend. This is designed to offer a customised integration to gain insights into the context of each customer and deepen customer engagement
Massimo Fubini, CEO of Contactlab, comments: “The data we’ve collected over years of research has helped us identify personalisation as a powerful business tool. I am proud to announce that as of today Contactlab has transformed itself from a leader in sending solutions to a leader in “customer relationship” and “customer engagement” solutions.
“Maintaining best practice with digital direct marketing, and engaging personally with shoppers across all channels, will enhance the customer experience. Brands need to be more strategic in their use of marketing and recognise that consumers are more demanding than ever. Our single interface, makes it easy for marketers to navigate through and manage their campaigns in few easy clicks. Data-driven marketing is at the heart of creating personalised messages and brands will be able to reap the benefits from feedback, statistics and detailed reports.”
The Data Science on Cloud infrastructure forms the basis of the platform, which has been designed and constructed drawing on our years of experience in data analysis. Analytics tools, data visualisation and proprietary analysis methodologies for the identification of the most important segments provide each product with advanced analysis features, metrics and specific models for different market sectors to allow brands to create a customer engagement programme that builds one-to-one relationships with customers by making effective use of the information database available.
Market segmentation based on demographic, behavioural information and pre-determined KPIs, such as engagement index or spending levels, will allow brands to gather a deeper understanding of shoppers. With the development of technology, brands need to be able to create integrated multichannel strategies which are compatible with every device.
The first client to adopt Contactlab’s new philosophy is the lastminute.com group, which chose the company as a partner to develop its digital communication strategy on a global scale.
“We chose Contactlab as a partner to run a large-scale personalised communication project, based on dynamic content and the creation of specific campaigns for specific micro-segments which were identified using behavioural variables - said Nicola Fontana, Head of Customer Audience and CRM Strategy, lastminute.com group, aiming to consolidate customer engagement and increase loyalty rate. Contactlab supported us at every stage of the project, ensuring the effective personalisation of messages and guaranteeing all the standards of security and technological flexibility we needed. The contact plan implemented in cooperation with Contactlab is based on a design, a collection of data, an architecture, people and an organisation which are all outstanding”.
Contactsend and Contactplan are already available on the market, while Contacthub is currently in the early adoption phase with several clients and will be released before the end of 2016.