CRM SYSTEM

НА РУССКОМ / ENGLISH
© RTA DIGITAL AGENCY
© RTA DIGITAL AGENCY
НА РУССКОМ / IN ENGLISH
CRM (Customer Relationship Management) is most often understood as special software for tracking b2b sales - or simply everything that can be correlated with these - from an Excel file on a manager's computer to Salesforce. However, for digital experts, customer relationship management is a whole range of effective tools that allow developing individual strategies for one-to-one communication with the consumer.

With the increase in the volume of contacts in the b2c segment, data analysis and maximum process automation form the basis of a successful CRM strategy. At the same time, personalization and accuracy of communication should be maintained.

BY STEPS

The development of a CRM strategy should be carried out in stages:
1. Replenishment of the CRM database;
2. Data enrichment;
3. Segmentation of accumulated contacts;
4. Building communication through certain channels with a given frequency.

CHOICE OF MEANS

When building a communication strategy, our experts use all possible tools. Of these, the most effective are:
• Email distribution: communication with clients by email;
• SMS notifications: sending advertising messages to the phone;
• Push notifications: Notify you of changes or updates with brief pop-up notifications on the screen;
• Social ads: advertising interaction with the buyer through social networks;
• Web/mobile ads: ads on the web or apps.

IN DETAILS

For rta: experts it’s important to improve the results of communication between the seller and the buyer. To achieve the best business results of our partners, we use machine learning technologies, selection of personal recommendations and customer life cycle tracking. Examples of CRM strategies developed by R:TA can be seen in cases.
CONNECTION BETWEEN ONLINE ADVERTISING AND OFFLINE SHOPPING 
EMAIL MARKETING
The problem of assessing the impact of online advertising on offline purchases (especially the study of the ROPO effect), which is difficult for many companies, can be easily solved if professionals are involved in the matter.

We will offer several solutions for studying the effectiveness of online advertising even for such "problem" segments as FMCG (fast moving consumer goods) and Beauty.

Here are just the most common ways.

PROMO CODE

This is one of the simplest and most proven options. The company generates promotional codes (personalized ones are better, but promotional codes for a certain part of the audience will also be indicative) and counts those who purchased the product offline using these promotional codes.

The text of the advertisement in this case may be something like this: "Name the promotional code "Summer" when paying at the checkout and get a discount, free packaging or delivery as a gift."

If such mechanics is implemented using SMS mailings or notifications via messengers, the calculation can also be carried out by phone numbers: when making a purchase using a promotional code, the client indicates his phone number, and the company compares the number of issued and used promotional codes.

LOYALTY PROGRAM

The calculation is carried out using the loyalty card number. When studying the assortment on the site, the buyer acts from his account, and, therefore, we know the number of his loyalty card. The same card is used for offline purchases. It remains only to compare the goods viewed and purchased by the client and draw a conclusion about the effectiveness of advertising.

WI-FI TRAP

The effectiveness of the only digital campaign to date can be investigated using Wi-Fi traps installed at the point of sale. We will evaluate the visitors of the outlet and those who ignored the promotion. Traps can provide information for analysis:
• O2OC (Online To Offline Conversion): let's compare the audience that saw the ad online with the one that came to the store;
• % WIR (Walk-In Rate) or People seen: this is a comparison of consumers who have seen the ad with the entire public passing by the store;
• Capture Rate: otherwise we will find out the difference between those who came to the store and those who walked nearby but did not enter.

Over 200 billion emails are sent every day. 61% of users receive promotional messages daily, and 38% of them would like to receive more messages. By 2020, 3 billion people will be checking their email up to 6 times a day. If you want to say something to your customers, do it via email.

WHAT TASKS DOES EMAIL MARKETING SOLVE?

With a well-written letter, you can:
• convert ordinary site users into customers;
• stimulate primary and repeated purchases;
• disseminate information about loyalty programs;
• notify about company news;
• expand the customer base;
• reduce investment in advertising.

In the long run, this communication increases profitability, builds and maintains customer relationships, and helps build strong business relationships.

WHY EMAIL MARKETING IS NOT SPAM?

If a mailing list is created by professionals, it will not qualify as spam.

Letters will be received only by those users who themselves want it.

We will set up the Double Opt-In procedure - a double request for confirmation of the email address by the user.

Each letter will be strictly personalized and sent only to the target audience.

With the help of mailing services, we cluster the audience, indicating its main characteristics, needs, and behavior patterns.

Letters will be sent from an official account or a specific person - a representative of the company.

Sending a letter from a company or on behalf of a real person allows you to increase the percentage of recipients who open the letter by 40%.


In addition, we will take into account market research data and test the delivery time: everything so that your letter does not get lost among other mailings.

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