At Converteo, before generalizing the cessation of paper leaflets, we recommend ! deploying strategies adapted to each local context, with the help of field teams and based on internal and external data. CSR sensitivities and the digitalization of uses are indeed far from being homogeneous throughout. France and it is advisable to segment your store network well to activate the right levers in each case. Among the points to analyze, we can cite the characteristics of the population in the area, competitive pressure, the product and price offer, customer journeys, etc.
This first segmentation Makes it Possible
To predict the Expected economic performance (via modeling of potential turnover), in order to be able to react in the event of underperformance of a store or department after the paper is discontinued. Depending on these different parameters, the media levers can then be activated and measured, in particular via Marketing Mix Modeling.
Once a good understanding of the local context and its media performance honduras phone number library has been established, it becomes possible to define an action plan to change the media mix and rethink the journeys. Among the questions to ask: how do we redirect Internet users to the website, to the e-catalogues? What advertising formats should be used to publicize the offer? Alternatives to the prospectus should be offered to customers who used it? What journeys and communications should be deployed at the point of sale to inform customers? How can offers be personalized in a relevant way?
A cross-cutting subject, which involves change management
As we can see from these questions, this is a completely cross-functional subject ! which mobilizes very diverse teams and expertise: media experts, store managers, sales forces, management control, digital teams ! various partners, etc. To succeed in this approach, it is therefore necessary to unite all the teams concerned around the project, both centrally and locally, always keeping the customer’s interest in mind.
At all stages, it is very important to move forward iteratively, with tests, control ! stores and clear performance indicators. The objective: to understand, depending on each case, the levers and ! messages that let’s talk about the topic work (or not), before moving to scale and industrializing the system.
<p>Finally, with this challenge of digitalizing catalogs, brands have bfb directory before them ! dream opportunity to better serve their customers, while strengthening and streamlining communication between the central and the local. Provided that they handle the data well and anticipate change management!