My Blue Pie

:: The Campaign Technology People

My BluePieA Fuse® demo app

view the application >>

http://www.mybluepie.com/



The scenario:

• BLUEPIE’s long term objective – become largest premium pie retailer/distributor in the country

• Regional success in the northeast – national expansion of retail outlets– Data to analyze retail metrics/key performance indicators– Identify different levels of brand loyalty– Customer engagement/loyalty program– Centralized data management

• Marketing objectives: Customer loyalty program & gathering new customer data





BLUEPIE: Distribution

• Pie Café (retail outlets)– Franchised and corporate owned– The BLUEPIE experience – enjoy pie & hang out Wi-

Fi, music, cappuccino etc…– Also offers other dessert products & beverages

• 3rd party distributors– Grocery stores– Bakery chains– Restaurants chains

• www.bluepie.us– Ships anywhere in the US and Canada– Place orders online, gift shop, send a pie,

customized pie orders etc…view the application >>

http://www.bluepie.us/




My BluePie: marketing application

• Self efficient, data centric direct marketing communications application – powered by Fuse– Build customer loyalty/relationships through personalized

communication (web and print)– Continuous customer engagement

• Single application– Captures, tracks, updates and reports data– Automates & personalizes multichannel communications

• Email, direct mail, PURLs & data collection sites– Trigger based events (actions based on actions)– Workflow automation– Same record layout for existing and new data





Channeling customer datacustomers

Pie Café Bluepie.us distributors

creativePersonalized Comm.

CRM

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3

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1) Data comes from customers2) Data is collected thru each distribution channel3) All data is funneled into Fuse

4) Combined w/creative, Fuse generates personalized collateral5) Personalized collateral is sent to customers via various web

and print channels





Collecting customer data: examples

Coupon code:BP12345

Pie cafés 3rd party distribution

BluePie online





Cross media/multi-channel strategy:

CRM PURL:Customer portal(mybluepie.com)

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2

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1) All collected data is funneled into Fuse2) A pURL is automatically generated for each customer3) Triggers email/post card invitation to pURL

4) Based on customer interaction with pURL (My BluePie, Fuse is triggered to generate personalized collateral to communicate with customer (e.g. coupons, emails, catalogs etc…).





My BluePie





My BluePie: data collection• Data collected will trigger Fuse to

generate pURL w/personalized content

• Variable content is based on basic, geographical and purchase history data.

• Once all data is collected and submitted, a personalized email will be triggered and sent to customer for confirmation





My BluePie: personalized content• Fuse generates a personalized

portal (pURL)

• Content (text and image) are variable – based on data collected

• Based on customer’s product preference, the newest item in each category is recommended.• Latest pie• Latest non pie item

• Customer can update personal data and Fuse will re-generate personalized content in real time





My BluePie: geo-tagging• Based on the address entered by

the customer, Fuse is able to automatically locate the nearest BluePie café locations

• Fuse will have already published the nearest location before the customer has to actively search

• Fuse’s geo-tagging function can be driven by IP address, standardized physical address, or Zip Code





My BluePie: social/viral functions• “join me for pie” is designed to be

a viral mechanism

• Friends can invite each other meet up for pie

• Customers create and send a personalized email invitation

• When the friend’s data (not in database) is entered, it triggers a new pURL to be created

• Fuse generates a personalized list of invites and invitations received





My BluePie: web-to-print automation• “pies for…” is a web to print

automation portal

• BluePie recommends specialty pies for different occasions

• Customers can choose the pies they are interested and create a personalized pie catalog

• Based on the customer’s preference, Fuse instantaneously generates a print file of the personalized pie catalog





My BluePie: data-driven recommendations• This is data-driven product

recommendation mechanism

• Customers may know what they are craving for, but don’t know what to order

• Based on the customer’s taste preference, the newest pie (matching the preferences) are recommended

• Customer may update their preference and Fuse will instantaneously make new recommendations





Data Management/Reporting:

Fuse automatically captures all response actions• Clicks, orders placed, emails

opened etc…• Options to customize reporting

Customized tracking needs• Track data selectively• Separate data with different list





Data Management/Reporting:

Real time data optimization– constant updates• Trigger based actions

One data set for all communication channels• auto-generation of record when new

data is captured

Optional CRM /POS integration•Push & pull data from existing CRM or POS system

"join me for pie invites0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

BostonD.C.New YorkPhiladelphiaHartford

Cities Invites

Boston 39,987

D.C. 30,764

New York 58,863

Philadelphia 43,865

Hartford 22,076





Values & benefits:

• Self efficient multichannel application– Data-driven and automated– Personalized communications thru. web/print channels– Tracks, optimizes and reports data

• Optimized customer data• KPI enhancement

– Low cost – high ROI

• Customer loyalty- engagement at a personal level• Viral – ongoing referral program(s)• Reduced collateral costs (web & print)





Connect:Contact:

(408) 457 9300Email: [email protected]

Website: www.l2soft.com

2890 Zanker Rd. Suite 209San Jose, CA 95134 Blog


mailto:[email protected]

http://www.l2soft.com/



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Business

My Blue Pie