Why SAP?
BrandAlley
• Having first-party customer referral data from Mention Me readily available in the SAP Emarsys platform means the BrandAlley team can identify their best advocates and encourage those most likely to refer to keep doing so. • Rather than basing customer segments purely on RFM modelling, BrandAlley measures Extended Customer Revenue (ECR) —a customer’s individual spend plus that of anyone they refer to unlock a whole new segment of customers. • Referral campaigns are powered by pre-built Mention Me tactics include sending emails such as reminders for referrers to use their referral coupon, or prompting an advocate to share again.
Retail | United Kingdom Industry Cloud Solution
Utilizing Advocacy Data to Future-Proof Growth with Mention Me BrandAlley, an online retailer, initially launched their advocacy program in 2017 to acquire new customers through referrals. They soon discovered that customers introduced by a friend spent 64% more in their first six months and introduced four times more new customers than those acquired through other channels. BrandAlley saw a powerful opportunity to use this referral data to completely transform their segmentation and contact strategy, so they partnered with Mention Me and SAP Emarsys. By working strategically with Mention Me and SAP Emarsys, BrandAlley has unlocked whole new segments of high-quality customers they were previously overlooking, transforming their perception of who their best customers are. In addition, it was easy to put these learnings into action, deploying the pre-built Mention Me tactics in the SAP Emarsys platform.
64% Increase in spending when introduced by a friend
4x New customers introduced
Challenges
• Lack of visibility of business processes, 360˚ view of customers • Lack of collaboration & capability to scale
Outcomes
• Increased revenue growth • Improved decision-making
“By using Mention Me tactics within our automation campaigns and email marketing in Emarsys , we’re increasing both acquisition and retention. It’s such an effective way of delivering personalized messages that resonate and drive action.”
Head of Marketing at BrandAlley -Michelle Hurney
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