Why is working with a customer database important? What new work with data will bring to the company? How to find a way to lost customers, who have not bought from you for a long time?
What is key in the world of customer retention and how do the strongest players approach it? These and many other questions were answered in the next part of the Eshopista series, which took place on October 20 in Prague.
The lecture by Honza Bělohlávek, Product Manager from Bloomreach (Exponea), entitled Cookieless world, which focused on why changes to third party cookies make it more important than ever to build good relationships with your customers and own data about them. Without cookies in the browser, your e-shop is still unable to recognize returning visitors and treats them as if they were on the page for the first time. If you want to offer a consistently consistent customer experience, a high level of shopping comfort, and thus achieve even higher revenues, you need a new way of obtaining customer data.
Among the main speakers was Jan Matoušek, CEO of Data Mind, from whom they learned, among other things, how to consolidate data whether there are any shortcuts in data consolidation, which data science model is the most profitable and how it is produced.
How to find a way to "lost" customers? Head of Customer Retention & Experience Ivona Ševčíková from the Acomware agency showed this in her lecture. She presented an interesting case study on how we in Acomware found a way to Astratex customers who hadn't made a purchase in the e-shop for 12 long months. At Acomware, we tested and compared the effectiveness of various means of communication, and on Eshopist she revealed which of them was the most effective and what surprising things it brought to life in addition to reviving "fallen" customers.
About, how to build loyalty and customer retention in the world of (online) payments or how to work with personalization was lectured by Tomáš Krásný, Head Of Marketing from Skip Pay (formerly Mallpay), and he also added several use cases for client activation or campaigns to increase customer satisfaction.
Michal Bilka, Chief Marketing Officer / Chief Product Officer from Astratex, will also show what is specific about the sale of underwear, how it was reflected in segmentation and what are the effects of RFM segmentation on a loyalty program.
Foxdel CEO Martin Jareš presented an interesting time at this year's last Eshopista. He showed how to set up post-purchase communication and create a customer experience during shipment delivery, which generates up to 24 % more repeat purchases for e-shops and reduces the number of WISMO (where is my order?) queries by 54 %.
Soňa Fialková, Managing Director from Spokojnypes.cz, Honza Bělohlávek, Product Manager from Bloomreach (Exponea), Michal Bilka, Chief Marketing Officer / Chief Product Officer from Astratex, and David Vurma, CEO of the Acomware agency sat among the guests of the large panel discussion.
The partners of this year's Eshopist are Alza, Heureka Group, Zásilkovna, Skladon, Luigi's Box, PPC Bee, Shoptet, Bloomreach and creative agency Blueglue. The media partners are Marketing & Media, the news portal komoraplus.cz and the monthly magazine Komora of the Chamber of Commerce of the Czech Republic.
About Acomware
Acomware is a marketing agency for e-commerce and digital marketing. It has been operating on the market for 20 years and helps companies achieve the best possible results in its environment. It increases sales, builds new brands or improves customer care. It prepares personalized campaigns directly tailored to customers, creates content that catches the eye, shoots video spots, takes care of clients' social networks and ensures the purchase of media space. The company's services are used by retail chains, e-shops and manufacturing companies.
The Czech e-commerce scene is a home for Acomware, which it is actively trying to develop and cultivate. He participates in the development and implementation of new tools and technologies, trains experts and enthusiasts. He is the organizer of the Eshopista discussion series. More at acomware.cz.
Media Contact:
Jitka Gráfová,
jitka.grafova@acomware.cz
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