Grow Revenue and Engagement through strategic use of technology and innovation Global CRM team Marta Federici, Guido Vaassen Las Vegas April 26 th 2017 1
2 Introduction to Philips
Customer Obsession drivers @ Royal Philips 1 2 3 Customer first culture Insights driven approach Care and Supply superior experiences 4 5 6 1 on 1 value-driven relationships over a lifetime Anytime, anywhere, superior engagement Personalized information & solutions across the health continuum.
CRM AMBITION We aspire to create meaningful 1:! relationships with our customers leading to brand preference and long term value exchange 1. Deeply understand our consumers, customers and patients 2. Deliver valuable 1:1 tailored experiences 3.Build long lasting relationships
Core elements of our CRM approach Strategy for a transforming organization Innovation driven by Technology Superior customer & patient engagement ROI 5
Core elements of our CRM approach Strategy for a transforming organization Innovation driven by Technology Technology fueled innovation Superior customer & patient engagement ROI 6
2 Philips stories to share Black Friday campaign 2016 EIR B2C Health 7
Philips story 1 Black Friday 2016 The most successful global Black Friday campaign ever launched at Philips 8
Objectives 1 2 3 4 Make a big sales impact in the US Market Exploit new mobile channel opportunities Boost speed to Market and adoption Unleash operational excellence 9
The winning factors Campaign strategy Creative Operational excellence Scale 10
11 1. Campaign strategy
Grow and engage the Database, very timely In May 2016 we started to: Increase new consumer acquisition Boost engagement 6 month Enhance communication timing and relevance Assess and improve operational set-up along the way Team-up with our key vendors and partners 12
13 2. Creative
Black Friday Creative / 2015 vs 2016 Static design 2 steps approach: teaser & BF - same creative Flat offers on all products State of the art interactive Oracle kinetic design 3 steps strategy: Teaser & Black Friday, and Cyber Week Tailored offers
Black Friday (mobile)
Multi device-optimized creative Tablet kinetic Desktop HTML Mobile kinetic
Cyber Monday (mobile)
18 3. Operational Excellence
Running a tight ship Management Planning Broadcast Global, local teams and Operations daily working in close alignment Operational process mapping and enhancement Dedicated Black Friday team Creative process started as early as May 2016 Time spent on proper preparation to allow time savings on local implementation Advanced broadcast planning to ensure deliverability of multiple big amounts of emails, in a few days time, across multiple countries 24 hours campaign monitoring 19
Behind the scenes of BF Testing & Segmentation We created 18 audience segments. Per segment we built 1 email + 4 additional emails for testing Of each segment, we then took out 5% for testing purposes After about 1 hour we could analyse the test results and automatically send out the remaining 95% 20
21 4. Scale
Speeding up Market adoption US creative was used as the base design and a Global blueprint was created from it The blueprint allowed for faster campaign implementation for any adopting country Campaign approach and creative were aligned, onbrand, spam filter proof and ready-to-use 22
23 The original US Black Friday campaign became a Global blueprint and successfully adopted by 7 additional markets!
24 Results
Black Friday 2016 results (YoY comparison) 2015 vs 2016 # emails sent: +415% Inbox placement score 90% # of unique opens: +377% Open rates reached > 60%, CTR reached 21% # of unique (shop) visitors: +314% # orders: +207% Revenue in Euro: +378% 25
Philips story 2 EIR B2C Health Unlocking higher consumer engagement with sensitive health data 26
Our challenge Consumers want to play a more active role in the management of their health. They want to be engaged, empowered and educated. For Philips to talk with consumers about their health conditions, we need to ensure the privacy of their health data. 27
I am interested in information about sleep apnea I use a Philips sleep mask I was diagnosed with COPD 28
Consumer privacy awareness: 92% of US internet users worry about their privacy online 77% have moderated their online activity due to privacy concerns 91% say to avoid companies that do not protect their privacy Source: TRUSTE National Security Alliance, US Consumer Privacy Index, 2015 29 Stopping of Marketing activities Financial sanctions such as Anti-spam fines Bad press / brand damage Criminal sanctions may also be imposed
30 Eir
How does this translate to the consumer journey? 31
Consumers click-thru a general marketing email and opt-in for future communications related to their health 1 Consumer receives email inviting them to register for our Dream campaign 2 Consumer clicks thru, opt-in and create a secured, password protected account 32
Consumers are sent an email indicating they have a secure message waiting for them 3 Eloqua Eir sends email to consumer informing them that they have a secure message available 4 Consumer uses their username and password to retrieve message from gated area of Eloqua Eir 33
Dream Family acquisition campaign 34
EIR results today Response rates EIR Silver pop Bench mark # of unique opens: +34% 27% # Click through rate: +11% 5.4% 31% higher open rate than industry benchmark More than doubled click through rates compared to external benchmark 35
36 In Norse mythology, and from 13 th century traditional sources, Eir (Old Norse "help, mercy" [1] ) is a goddess and/or valkyrie associated with medical skill. Eir may have been originally a healing goddess and/or a valkyrie.
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