Avon contact strategy & campaign management
20:20 Dialogue helps Avon Direct introduce a new communication strategy that more than doubles conversion and repeat purchase rates.
Brief
Avon Direct is the direct arm of Avon Cosmetics that targets the up-market sector that is not serviced by agency business. They produce a new catalogue every 3 weeks and sales channels are telephone, post and their website. Before 20:20 Dialogue's involvement, communications were a new catalogue with each order, a new catalogue if the customer has not purchased for 3 campaign cycles, a new catalogue if the customer has not purchased for 6 campaign cycles.
Although this campaign activity was generating a response, rates were declining.
Deliverables
Customer journey contact strategy - 20:20 Dialogue ensured communications were triggered by customer behaviour, communicating with consumers when and how it suited them rather than at the convenience of the mailer. Many mail order companies see this technique as effective, but too complex to implement. Due to 20:20 Dialogue's flexible marketing systems and understanding of data, this approach is easier to adopt.
Database management, campaign management and build, campaign execution - at the start of the project 20:20 Dialogue built a mirror of the Avon Direct customer base at our technology centre. This was used to run the initial analysis and campaign outputs. Following this, a weekly series of campaign activity was rolled-out and fully managed by 20:20 Dialogue. The following activities were key:
all sales transactions (approx 100k) extracted each week from Avon order processing system sent to 20:20 Dialogue to update customer communication database
contact strategy rules run and 16 weekly mailing / email files produced
files despatched to fulfilment houses and email fulfilment system
weekly campaign report produced
productionised environment enables updates and output files and results can be produced within 1 day
Through this structure, the customer journey is implemented. By taking weekly feeds of customer data from Avon, the 20:20 Dialogue campaign process ensures that customer behaviour (identified through transactional data) is translated into specific communications, dependent on what will give the best response.
Results
enquirer to conversion response increased from 11.7% to 29.5%
the enquirer follow up post card is providing an ROI of 7.4:1
repeat purchase rates have increased from 18.2% to 37.1%
welcome packs are providing an ROI of 4.5:1