March 20th, 2019313ct818yszd3xd6xa2z47nm-wpengine.netdna-ssl.com/wp-content/u… · Omnichannel Loyalty Marketing Platform. Splio uniquely combines loyalty and marketing automation

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1© Splio

Identifying and engaging customers among your WeChat followers: best practices and case studies

Romain HenriotCOO at Splio China

March 20th, 2019


splio.com

2© Splio

Your speaker today.

Omnichannel Loyalty Marketing Platform.

Splio uniquely combines loyalty and marketing automation with a consolidated 360-degree on-and-offline view of the customer in one single platform, so brands can interact and engage with their customers, and offer them a seamless brand experience on all channels.

Omnichannel CRM: all your customer data & transactions in one place: Tmall, JD, WeChat store, offline stores. Know your customers, understand who purchases from you, through which channel and at what frequency.

Marketing automation: target & send personalized and segmented campaigns.

Loyalty engine: Increase lifetime value and sales by recognizing and rewarding loyalty, not only on transactions but with every interaction with your brand.

Global Solution. 100% China Ready!

Splio opened an office in Shanghai in 2011 and has since been connecting European brands with Chinese customers and helping Chinese brands with cross-border strategies in Europe.

WeChat as your brand hub:

✓ Native WeChat connection: identify customers among WeChat followers.

✓ Mini Program builder: ready to use WeChat membership platform.

Natively integrated with Chinese channels: we connect with all major platforms in China: Tmall, JD, WeChat, offline POS, etc.

No personal data headaches: your Chinese customer data stays in China (CSL).

Your dedicated Shanghai-based team is always available to help with strategy, planning and operational tasks (content creation, design scenario, CRM management)

130 marketers & developers

Headquarters in Paris, France

15+ years of experience

4 offices in Europe

1 officein Shanghai

25 people in the Shanghai office

Follow usSplio in Europe & China

Splio is a Loyalty Marketing Platform that enables brands to engage customers, drive loyalty and sales in every channel in China.

[email protected]

+86 (021) 6217-0157

Contact us

Book a demo www.splio.com

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mailto:[email protected]

https://www.splio.com/

Splio Omnichannel Loyalty Marketing platform.Fully integrated and easy-to-use.

SplioMarketing Automation

Ultra-personalize your communications on all channels.

Splio Loyalty

DataData

Splio Mobile Wallets

Convert on & offline transactions &interactions into loyalty points.

Engage, interact and personalize yourcommunications through MobileWallets.

Splio WeChat

Reach out and engage with Chineseconsumers in Europe and Chinethrough WeChat.

#SplioLoyalty #NewLoyalty

Splio footprint.We’ve expanded with our customers into the markets they need us in.

6 500+ 15+Countries Customers Years of

experience

Milan WarsawParis BeijingShanghai San PauloBarcelona

7+Years in China

5#SplioLoyalty #NewLoyalty#SplioLoyalty #NewLoyalty

© Splio 2019 6

• +7 years in China• Native WeChat

integration• Local hosting for China

Cyber Security Law (CSL) compliance

Since 2011, Splio is helping European brands in China, as well as Chinese brands in Europe.

• 15+ years in brand marketing

• GDPR compliance

Global solution. Fully China readyNatively connects with major Chinese platforms

Who works with us?

© Splio 2018 7

We help brands across sectors reach their audiences online and offline in China.


Typical pain points shared with us on engaging your Chinese customers


“We can’t track users across our different WeChat accounts, brands and markets”

“We find challenging to integrate WeChat within our current customer engagement infrastructure”

“A very low proportion of our Chinese customer base is actually reachable”

“We have X thousands WeChat followers, we don’t know which of them are our clients, which of them are just prospects.”


StoreWeChat


WeChat is still your core customer engagement and servicing hub for Chinese customers

Mini Program

Messages

Mobile Payment

Loyalty

Service oriented by design

All-in-one customer platform

2 ways communication channel

Root identifier for your customer


Agenda

1. What is “WeChat binding” and what are the core benefits?

2. Best practices for binding success

3. What identification rates can you expect? Typical measurement KPIs

4. Time to take off?


WeChat followers users

We need to stop focusing on followers.

social behaviortransactions Match!


What is “binding”? Matching a WeChat contact with a customer profile

13

WeChatOfficial

Accounts

WeChat Union IDCellphone

Member IDActivities

WeChat Union IDGenderNameactivities

Offline Stores

Member IDCellphoneFilled out formsTransactionsLoyalty activities

© Splio #SplioLoyalty #NewLoyalty

TmallTmall ID

CellphoneAddress

Transactions

JD

Mini Programs

What is “binding”? Build the missing link between all channels.

WECHAT ID+

PHONE NUMBER

For what benefits?

Why binding?


The two core benefits of binding:


1# Customer intelligence 2# Move from FRM to CRM


CAMPAIGN FOLLOWERSORGANIC FOLLOWERS:

SEARCH, OFFLINE

U N F O L L O W R A T E

A V G . F O L L O W P E R I O D

A V G . A C T I O N S

M O S T M E N U C L I C K E D

37 % 24 % (-36%)

303 400 (+32%)

9.5 17.3 (+82%)

Promotion Booking

Source: DLG – Luxury Society, Premium hotel brand


Not all WeChat followers are created equal.


Lookalike targeting for Tencent campaigns: +20% ROI on average using customer data

Overall Tencent user population (WeChat,

QQ etc.)

Expanded lookalike

population

Seed users

Algorithm builds a target audience of people similar to your customers using hundreds of data points

Top seed sources:• Top purchasers (frequency)• Top purchasers (average basket size) • Customers by location

Move from follower journey to customer journey

© Splio 2018 18

+10 pts

+10 pts

Become VIP member

Scan staff QR code

Bind his account

through chat

Display Member status and history in Miniapp

Follow Brand Official Account

Pay a visit to a store

Read post about “new

product”

Share product page with a

friends

+2 pts

Share

Check product page and add to

cart

+150 pts

Go back to store and purchase

Received a coupons


Once identified your customer can received personalized messages, rewards and services

注意事项

Personal notification messagesPersonal broadcast

Source: Jing, Yoli

AddictLess

Active

ABV

Purchase frequency

sleeping

VIP+

Monitor and identify• Monitor existing customer vs. win back

customer vs. new customer • Monitor average purchase and

purchase frequency

regular

Regular+

Is WeChat follower

Not yet follower / Not anymore

Analyze and target• channel • purchase • activity if any

Send individualized communication to reactivate • Leverage every channel available,

wechat, SMS, email…

Lifecycle management example: reactivating your sleeping customers

reactivation

binding campaign


Build and enrich a complete singular view of your customer (SCV)

BINDINGInquiry

Product page visit

Follow

Registration

Menu interaction

Share campaign

Purchase

Service

Cart abandonment Click

invitation

After sales chat message

Store Visit

Book beauty consultation appointment

SCV

Store locatorPoints redeem

Purchase

Loyalty registration


1# All Sources, touchpoints

2# Use different tactics

3# User Experience

4# Online and Offline


Best practices for identifying your customers

23

Best practice 1.Leverage all sources and

touchpoints

#SplioLoyalty #NewLoyalty#SplioLoyalty #NewLoyalty

Which piece of your WeChat puzzle do your customers interact the most with?

OFFICIAL ACCOUNT H5 A COLLECTION OF TOUCHPOINTS & FEATURES OF THE WECHAT ECOSYSTEM

Advertising

Coupons

Product Registration

Points of InterestStickers

Beacons

Hardware (IoT)KOLs

Loyalty Programs

…

Wifi

MINI PROGRAMS

MAIN BRAND TERRITORY

POS payment


Identify the best WeChat source to identify your leads and customers.

OTA Platforms Matched

Direct & distributors

Non-Matched

Cross-over

Customer database

(CRM)

Global Brand Official account

Matched

Venue Official accounts

Matched

Loyalty Mini Program

LEADS JOURNEY

CRM JOURNEY


Binding across all the WeChat subchannels

Splio’s WeChat user profile backend


Mini Program user(non reachable)

Official Account follower

(reachable)

H5 user(non reachable)

Mini Program user(non reachable)

Official Account follower

(reachable)

Binding across all the WeChat subchannels

Splio’s WeChat user profile backend


H5 user(non reachable)

Identifies a person uniquely across your WeChat ecosystem

Bound with a customer profile

Union ID? How to get them and what is “WeChat Open Platform”?

What you need to know?

• No requirement (just a small fee = 300CNY/ 99USD)

• Every open platform has limitation of binding accounts and times

• Entity means the verified individual or company name, and same with entities relationship

Official Accounts Mini ProgramsBinding Times per

month

Same Entity 50 50 unlimited

Different Entities 5 5 5

Once register, allow you do link all your webchat application together: Mini-program,

Official account…

28© Splio #SplioLoyalty #NewLoyalty

https://open.weixin.qq.com.

Open platform backend view

Open platform limits

https://open.weixin.qq.com/

29

Best practice 2.Multiply binding tactics and

journeys


Tactics and touchpoint per journey……Multiply binding tactics, leverage all touchpoints and journeys

Welcome journeys on follow and specific triggers

Chatbot

Tracked unique QR code

Mini Program

H5 / Website login

OA menu and articles

Offline check-in/out

Membership, Store, etc.

Campaigns, website use etc.

Continuous binding call to action


Chatbot binding Full registration form

And And

Take advantage of every binding mode available

Mini-program mobile # sharing



Integrate binding tactics in all journey to re-engage your existing followers

Promote customer registration within all

communication to retarget existing

followers

Permanent entry point to binding

Leverage all touchpoints available

Offline self order POS screen Mini ProgramFollowing the OA journey


Dynamically detect and alert of the unbound status

Alert message shown if you are not identified as a KFC V Gold customer


Carrefour example: binding wall before using the Mini Program


36

Best practice 3.Offer a seamless and rewarding

user experience


Timing is key: leverage the 48h window & use real time sequences

Example: Sephora

Welcome message with invitation to

bind/register to the loyalty program

After 24h: reminder of the loyalty

program invitation

Just before the end of the 48h: link to mini program with

best current promotional offer


The first 48h after OA following is a critical time for binding

• Use drip messages with varied CTAs for binding

• Up to 5 messages if no other action from the follower

Real time is key

• Binding engagement is highly correlated to send timing

• Average completion rate of a form is 41% higher if sent within 2 seconds vs. 30 seconds (Source: Jing Digital, 2018)

Reduce friction as much as possible on the inputs

Mini Program Phone number retrieval


Auto binding via a tracked QR code generated at POS

Keep form inputs to a minimum


Make it rewarding

Binding/registration against product sample Registration coupon

41

Best practice 4.Do not forget offline channels


Understanding the two pieces of the customer puzzle, do not forget your offline and overseas channels.


✓ Collect the right data at offline touchpoints.

✓Do not forget your chinesecustomers buying overseas.

If only 20% of your chinesecustomers base can be reach on a

cellphone, it will limits your chance of success.

Cross channel binding to offer a seamless omni channel experience

√ App √ Website √ WeChat Mini Program √ Tmall

Rom1

Rom1

Rom1



Nb. of new followers?

Can I reach 100%?

How to improve the performance?

What realistic KPIs for a binding campaign?

Know what to expect! What proportion of your overall customer base will you find on WeChat?

TmallMatched

Offline Stores

Non-Matched

Customer database WeChat contacts

Cross-over

Tmall Matched

Offline Stores

Non-Matched


CrossoverTmall

Matched

Offline Stores


Cross-over

FMCG Brand Fast Fashion Brand Premium/Luxury Brand

© Splio #SplioLoyalty #NewLoyalty

Identified customers as a proportion of your existing WeChat contact base

Splio’s backend – WeChat binding tracking screen

A. % of WeChat contacts matched with customer

profiles (overall database)

B. % of new WeChat contacts matched with

customer profiles


New Look: offline stores most effective source of binding

Member card bound to WeChat wallet

Member retention on WeChat: loyalty management interface, targeted

promotions, events, drive-to-store campaings

Following heavily promoted at

POS resulting into 80% of

WeChat followers actually bound as members

540k WeChat members

recruited over 2 years

Tmall buyers invited to follow

WeChat OA via SMS: 5~10%

onboarding rate

© Splio

Touchpoints and journeys results:


Bioderma: package most effective for binding

Scan product’s unique QR code

Dynamic authenticity result and single sign in

page

If user already WeChat bound, points are directly

credited

80% binding rate on package

QR code scanning

12% average binding rate on

WeChat account following

Only 4% of Tmall buyers

registering as members

© Splio



Budweiser: chatbot to collect follower preferences and have them register as members

Multi step chatbot survey journey

Combines text, audio and article messages

dynamically generated

27% of inactive WeChat

contacts reactivated

67% of completion rate on new

and reactivated contacts

↑↑ Overall signups 522%

© Splio



Identifying your WeChat contacts: What KPIs to track?


New contacts

% of new WeChat contacts bound to

a customer

Time to bind

Average time to binding of new

WeChat contacts

Customer base

% of overall client database bound to a

WeChat contact

WeChat contact base

% of overall WeChat contact base

identified as clients


Performance of your binding: How to measure?

Binding per touchpoint

Binding per tactic Binding per traffic source


Official Account, Mini Program, H5

site etc.

Chatbot, QR code, Mini Program login,

form etc.

Offline, moment campaigns,

packaging etc.



How to take off ?

keep in mind that…


1. WeChat Users vs. Followers.

2. Customer knowledge is key. Binding is how you can achieve it.

3. Multiply binding tactics, leverage all touchpoints and journeys.

4. Offer seamless and rewarding UX.

5. Use realistic KPIs for your binding campaign.

1# Data consolidation

The success of a WeChat CRM strategy lies in 3 key factors: Data consolidation, Customer matching, Engagement strategy

2# Customer matching 3# Customer Engagement


BREAK THE SILOS MATCH ENGAGE

55

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Splio Shanghai上海市静安区南京西路993号锦江向阳大楼1503室200041 上海 – China

[email protected]: +86 (021) 6217-0157

Delivering completely connected customer experiences on and offline, driving loyalty and revenue for retailers.

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March 20th, 2019313ct818yszd3xd6xa2z47nm-wpengine.netdna-ssl.com/wp-content/u… · Omnichannel Loyalty Marketing Platform. Splio uniquely combines loyalty and marketing automation