Xerox Focus on Data: Taking Action and Automation
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Transcript of Xerox Focus on Data: Taking Action and Automation
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Becky DucsikUS eCommerce Manager
Xerox Direct
Xerox Corporation
+Product Ink
Xerox Direct eCommerce
Xerox Direct eCommerce
Xerox Direct
UX Design
Application Dev
Content
Operations
Analytics
Customer Marketing
Demand Gen
Sales
Xerox Direct eCommerce
Generate Demand
Customer Retention
Lifecycle Marketing Plan
A Simple Lifecycle Plan
Purchase Equipment
Buy Supplies
Replace Hardware
Message A: Equipment PurchaseSubject: Welcome to Xerox Direct
Message B: Equipment PurchaseSubject: Thank you for your purchase. Now let's hear it.
Message B: Equipment PurchaseSubject: Thank you for your purchase. Now let's hear it.
Additional Opportunities
• Data mine to determine products that are most frequently purchased together.
• Promote ‘like’ products to customers as an added service, while driving your attach rate and value.
A Simple Lifecycle Plan
Purchase Equipment
Buy Supplies
Replace Hardware
Message A: Buy SuppliesSubject: New Cost Savings Series + Save 10%
Message B: Buy SuppliesSubject: Free ground shipping on your next order
Message A: Buy SuppliesSubject: Free ground shipping on your next order
Supplies Retention
Additional Opportunities
Sept 90D
Oct 120D
Nov 150D
Dec 180D
Jan 210D
0200400600800
10001200
Last Order: June 2011Em
ails
Sen
t
Sept 90D
Oct 120D
Nov 150D
Dec 180D
Jan 210D
0%5%
10%15%20%25%
Last Order: June 2011
Ope
n Ra
te• Winback
campaign• Trigger messages
based on average order frequency – at the product OR customer level.
• Trigger messages based on customer loyalty points.
A Simple Lifecycle Plan
Purchase Equipment
Buy Supplies
Replace Hardware
Buy SKU 108R00669
Own a Phaser 8500
Owned the product for least 6 years
Print high quality color documents
Frequency and value of supplies orders
Average monthly print volume
Gather the Data
Message A: Upgrade EquipmentSubject line: Save instantly on a top-selling color printer
Message B: Upgrade EquipmentSubject line: Solid ink color printer as low as $349
Message C: Upgrade EquipmentSubject: Free shipping on ink, toner and printers - limited time
Equipment Sales Ja
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Key Learnings
Customer Retention
Product Information
Customer Order
HistorySimple
Lifecycle Plan
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