CRM TARGET PROMOTION TEMPLATES
CONCEPT :
The concept was to take the initial work completed in collaboration with agency partnership and continue to work with agency to update based on feedback and shifting strategies. The ultimate goal was to alleviate the confusion that the promotions are targeted and personalized.
DEVELOPMENT :
The development was a parallel pathing of pre-work on the updated hierarchy while the brief was being built by the marketing team. Additional strategy also included a request for a program name so targeted promotions could become a recognizable entity.
EXECUTION :
The execution resulted in a drastic hierarchy shift and minimized Beauty Insider loyalty program branding. One overarching look & feel with two content frameworks were built—one for repeat actions and another for new actions. The email templates are constructed almost entirely with live text, which enabled flexibility for shifting strategies.
fig. 1
Targeted promotion phase one (fig. 1) had too much focus on the promotion and less on why the promotion was being sent. It was also very image heavy and lacked required flexibility. Heavy usage of Beauty Insider loyalty program branding caused confusion within the Sephora community and targeting was unclear.
fig. 2
fig. 3
The hierarchy flipped from promotion offer to personalization (fig. 2). Two content structures were built to meet the strategy needs of the six promotion types (fig. 3).
fig. 4
fig. 5
The first content framework (fig. 4) accommodated promotions that supported a repeated action, such as a new client making a second purchase. The second framework (fig. 5) was more playful and encouraged clients to try a new action they have not completed before, like driving an online-only shopper to make their first purchase in-store with incentive.