Challenge
A company that organizes and broadcasts live events (concerts, festivals, movie premieres) wanted to encourage new customers to be more active and use its services more often. The diversity of offerings meant that new customers could be shown proposals that were inappropriate for their needs. For this reason, the company needed tools to display personalized offer recommendations.
Action
- Gathering customer data
With iPresso, the company collected and organized information about users. Knowing about interests, it was able to personalize messages and offer recommendations.
- Segmentation of contacts
Among other things, segments were created with new customers and those who are interested in classical music concerts, waiting for action movie premieres, eager to attend music festivals.
- Automatic sending of welcome messages
Short emails were sent to new customers thanking them for choosing the company's offerings and with information about upcoming events. With iPresso, the company added dynamically changing content, so automatically an action movie lover received a different offer recommendation than a classical music fan.
- Use of recommendation frames
In addition, the company decided to use recommendation frames on its website, so that customers began to see the offers they were most interested in.
Results
- Customer engagement increased by 17%. New users were eager to participate in various actions organized by the company and bought more event tickets.
- By sending messages only to selected segments, the company saved 12% of the expenses spent on advertising campaigns.
- The use of marketing automation saved many hours associated with creating and sending messages.
- Users were eager to return to the company and use the recommendations that appeared on the site. Customer retention increased by 22%.
- The company saw a 19% increase in ticket sales.
