Overview
Retail customers are overwhelmed today with irrelevant marketing messages across all channels of communication. Remarkably, retailers are gathering more and more data about customers, but are typically unable to use the information to drive more timely communications to their customers. Customers are understandably frustrated and reluctant to share personal information with retailers suspicious of the likelihood their data will be used only to generate more unwanted spam.
Escalate Relationship Marketing is a highly scalable customer communication solution for designing interactive customer dialogs across any channel: direct mail, email, web, phone, salesperson, and even the point-of-sale or ATM. With integrated business intelligence, it's easy to decide, act, and measure your success.
Escalate Relationship Marketing enables marketers to engage in event-triggered, multi-step dialogs with customers, prospects and channel partners. The application goes well beyond simple campaign management solutions that primarily blast one-time communications out to an audience. Each time-based dialog individually monitors each customer's activity pre and post communications and responds appropriately with a logical next step based upon the result.
Multi-step and Multi-Channel, Relationship Marketing is a closed loop environment for continually fostering loyal customer relationships.
Cross-channel by design, the dialogs will respond differently depending upon where the customer next interacts with the retailer. This may result in a different web home page, a call center script or a custom message on their POS receipt. For the first time, retailers have the opportunity to design a strategy for each of their major customer profiles and intelligently determine how they want to personalize each point of interaction.
Escalate Relationship Marketing is built on the Blue Martini Customer Interaction Engine and is natively integrated to all of the Escalate Retail front-office applications. The tool can work with any database, however, and retailers have connected it to a large variety of retail ERP systems and been able to deliver the unique value of time-based dialogs regardless of their legacy architecture. Overview
Retail customers are overwhelmed today with irrelevant marketing messages across all channels of communication. Remarkably, retailers are gathering more and more data about customers, but are typically unable to use the information to drive more timely communications to their customers. Customers are understandably frustrated and reluctant to share personal information with retailers suspicious of the likelihood their data will be used only to generate more unwanted spam.
Escalate Relationship Marketing is a highly scalable customer communication solution for designing interactive customer dialogs across any channel: direct mail, email, web, phone, salesperson, and even the point-of-sale or ATM. With integrated business intelligence, it's easy to decide, act, and measure your success.
Escalate Relationship Marketing enables marketers to engage in event-triggered, multi-step dialogs with customers, prospects and channel partners. The application goes well beyond simple campaign management solutions that primarily blast one-time communications out to an audience. Each time-based dialog individually monitors each customer's activity pre and post communications and responds appropriately with a logical next step based upon the result.
Multi-step and Multi-Channel, Relationship Marketing is a closed loop environment for continually fostering loyal customer relationships.
Cross-channel by design, the dialogs will respond differently depending upon where the customer next interacts with the retailer. This may result in a different web home page, a call center script or a custom message on their POS receipt. For the first time, retailers have the opportunity to design a strategy for each of their major customer profiles and intelligently determine how they want to personalize each point of interaction.
Escalate Relationship Marketing is built on the Blue Martini Customer Interaction Engine and is natively integrated to all of the Escalate Retail front-office applications. The tool can work with any database, however, and retailers have connected it to a large variety of retail ERP systems and been able to deliver the unique value of time-based dialogs regardless of their legacy architecture.
Relationship Dialogs
Escalate Relationship Marketing includes an intuitive and innovative drag-and-drop business programming language to develop relationship dialogs to define the business strategy for interacting with key customers. Marketers and Operations management maintain a library of these dialogs that can be deployed in pilot, test or full-chain mode for personalizing interactions with customers across channels.
Dialogs run continuously in the background of the retailer enterprise, automatically monitoring key events and then takes a series of actions and follow-ups to communicate or interact with customers. Key events could include a customer purchase, a wedding, an address change or any similar event. Follow-up interactions include messages and offers sent via email or direct mail, and those accessed at point-of-sale or website.
Time-based dialogs provide a business user programming language to develop strategies for fostering loyalty over time by reinforcing common messages across channels.
In addition to multi-step processing, dialogs operate across multiple channels. For example, an in-store purchase can trigger an automated e-mail follow-up referencing the purchase which links to a personalized web page for complementary items based on customer profile. The same transaction can push a reminder to the store associate to send a thank you note through Clienteling.
Dialogs are optimized for email, direct mail, website, wireless, point-of-sale and call center communications. A single dialog can have several branches of behavior based upon whether the next interaction with the customer is on the web, in the store or over the phone.
Escalate Relationship Marketing enables marketers to enhance any existing marketing program or application to drive increased loyalty and sales through the use of dialogs. Dialogs can inject richer, more personalized communications into existing loyalty programs, gift registries, e-commerce sites, point-of-sale messages and inventory lookups.
The real power of Escalate Relationship Marketing is delivered when it automatically calculates the success of each dialog, including response rates, conversion rates, and ROI. Our customers use this information to make mid-season adjustments and to improve future interactions.
Benefits
- Generate incremental sales through intelligent targeting that increases conversion
- Grow average purchase size and deliver personalized cross-sell and promotional offers
- Foster loyalty and retain customers by developing two-way dialogs that are relevant to customers and events
- Reinforce customer confidence by using dialogs to communicate status on orders, "thank you"s for recent transactions
Features
- Multi-step, real-time and event-triggered customer dialogs
- Synchronized, cross-channel dialogs
- Visual design process featuring "drag and drop" dialog creation
- Saturation and prioritization control to ensure customers receive appropriate levels of communication
- Out-of-the-Box Nodes
» Start, Wait, Stop
» Condition, Filter, Suppress, Switch
» Up To, Distribute
» Send E-mail, Send Direct Mail
» Send Message, Cancel Message
» Set Variable, Set Field
» Add to Audience, Post Event
- Audience targeting
- Integrated content management
- Template creation for e-mail and direct mail
- Automatic tracking of individual responses
- Closed loop analytics
- Seamless integration with
» Escalate e-Commerce
» Escalate Clienteling
» Escalate Contact Center
» Escalate Order Management
» Escalate Gift Registry
- Highly scalable
Campaign Management
Traditional Campaign Management is supported in a highly scalable mode for delivering targeted email and direct marketing campaigns. Escalate Relationship Marketing enables marketers to deliver promotions, newsletters, product announcements, advertisements, surveys, event invitations, and more—both electronically and on paper. Many Retailers use the Campaign Management features of Escalate Relationship Marketing to cost-effectively drive revenues, increase website traffic, and conduct market research. Analytics provides the tools to increase campaign effectiveness, response rates, and sales.
Blue Martini Relationship Marketing allows marketers to deliver multi-step, cross-channel marketing campaigns to targeted audiences. Dialogs campaigns can be triggered by customer events such as placing an order, calling a call center, or signing up for a loyalty program. Using customer events to build dialogs increases campaign effectiveness by improving relevancy. Relationship Marketing provides the flexibility for every business to create dialogs that build unique relationships with customers.
Example dialog supporting a "customer re-acquisition" campaign that automatically monitors results and takes appropriate action.
Benefits
- Generate sales by delivering personalized cross-sell and promotional offers. Deliver targeted emails and increase campaign conversion rates with embedded analytics
- Reduce costs and acquire customers cost-effectively through email campaigns that utilize pre-built campaign templates
Features
- Effective Targeting
» Point and click audience segmentation and management
» Control group testing
» Segmentation and analytics
» Append demographic data from third party provider such as Acxiom
- Audience Management
» Address list management and filtering
» List de-duplication and suppression
» Opt-out management and automatic filtering for "opt-outs"
» Duplicate removal based on email, address, or other profile attribute
» Clone/refresh lists for follow-on campaign
» Leverage graphical user interface to import purchased lists
» Opt-in/Opt-out
» Suppression list management
- Media Management
» Template design
» Rich media management for images, text, audio/video, hotlinks, and more
Loyalty Marketing
Traditional points-based monetary-reward loyalty programs have had some success increasing repeat business but have limited ability to foster true loyalty that would act as a barrier to defection. Recent studies indicate that 82% of retail consumers would switch to another retailer for a better loyalty program. 91% indicate suffering from some level of “loyalty fatigue” indicating a frustration with the number and complexity of retail loyalty programs.
Loyalty Marketing improves the effectiveness of traditional retail loyalty programs by providing intelligent decision making on cross-channel communications and services to high-value customers. Loyalty Marketing increases customer involvement in programs, helps sell relevant products and services to members, and delivers service messages to customers. Loyalty Marketing utilizes pre-built dialogs to deliver targeted interactions that are triggered by customer events such as new registrations, upgrades, program events, and points thresholds.
Retailers use loyalty marketing to reach customers at the right time based on key customer events.
Escalate Retail customers have used Loyalty dialogs to implement loyalty programs that have no tie to monetary rewards at all but simply drive better service and offers as customers reach certain thresholds. As with all Escalate Relationship Marketing dialogs, customer interactions are managed across multiple channels - in the store, on the website, through direct mail, or through email.
Benefits
- Foster true loyalty through refining communications, web experience and offers to your best customers
- Increased sales through triggering communications tied to nearing loyalty thresholds
- Increased loyalty program participation as a result of improved customer satisfaction
Features
- Event-triggered customer communications by program tier, segment, or event
- Multi-channel customer interactions through in-store, website, email, direct mail, call center, or any other channel
- Time-sensitive promotion and event management
- Analysis of customer behavior and loyalty tiers with embedded analytics
- Customer points and preference management cross-channel customer profile
- Points redemption online or through call center
- Flexible integration to Java or legacy POS environments
- Out-of-box outbound email campaigns
Messages@POS
Messages@POS uses specialized dialog nodes within Escalate Relationship Marketing to enable retailers to deliver targeted marketing messages to customers in the store - on a receipt, at the register, or on any device in the store.
Targeting customers with personalized messages drives new sales across categories, provides incentives for return visits, increase campaign responses rates for events and promotions, and drives loyalty among customers.
Features
- Instant lookup of targeted message or promotion
- Real time targeting at checkout
- Event-triggered messaging
- Message prioritization
- List suppression and opt-in/out
- Multi-stage dialogs
- Batch and real time message delivery
- No delay in checkout time
- Messaging to sales associate or directly to customers
- Integration with loyalty cards for identifying high-value customers
- Text-based or graphical messaging
- Out-of-box integration with Java POS devices
- Integration with non-Java POS devices
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