Motivational salience Motivation as a desire to perform an action is usually defined as having two parts, directional such as directed towards a positive stimulus or away from a negative one, as well as the activated "seeking phase" and consummatory "liking phase". This type of motivation has neurobiological roots in the basal gangliaand mesolimbic, dopaminergic pathways.
How Tesco brought loyalty back to its stores Background: As an international retailer, it has half a million employees working in 12 countries, serving about 75 million customers each week. In Malaysia there are currently 50 Tesco retail stores and seven stores on the grocery home-shopping front and 1.
InTesco also launched the Club card in Malaysia. With Club card, it has 1.
Online shopping is also a new arena the company ventured into last year for seven of its stores. When it first started its online grocery store, Tesco used mass-mailing as a key strategy for marketing.
But after a year, the retailer was faced with issues such as bouncing of emails and invalid addresses. Meanwhile, on its loyalty front, it also saw a decline in shoppers. Tesco used data from Nielsen and other researchers focusing on customer satisfaction studies to receive information on about marketer trends, consumer behavior and combined it with the data from the Club card.
This helped the retailer to put the customer into the center of its decisions. We started to look at how we catered our approach, personalised our offers and enablde Tesco to make viable business decisions.
Simply understanding purchasing habits is important — but it is just one channel. Understanding customers and how they shop is just the start, he added.
Tesco took a snapshot from the information it had from the Club card to see how consumers act as individuals and how they shop.
This information was then further segmented into how often the consumer shops and how much they spend. Tesco also designed a personalised promotion that came in the form of coupons.
For example, if a family likes a particular brand of ice cream, they will be sent a promotion coupon on that particular brand of ice cream. And the customer will know that it is personalised to them.
In each of its mailing lists, Tesco had almost a million customers that it mailed. This resulted in one customer receiving up to six personalised promotions. So the retailer went out to hunt for six million products that can be tailored to each individual. We then drill into the data and match it to the customer.
Meanwhile, to address the issue of mail bounces, Tesco launched a targeted CRM approach. This allowed the retailer to know the customer purchase history and their emailing habits. For example, Tesco had a group of customers who registered with it but never shopped with the brand.
It hence had to re-introduce itself to them. Another group of customers shopped only once but never came back — so a separate programme was designed just for them with incentives so that they could come back and shop. The CRM email strategy resulted in about customers being re-activated.
Here are some snapshots from the conference:Presentation of 26 cases studies of Social Media ROI success Mind Map inspired from the ebook " Case Studies Prove Social Media Marketing ROI" by @robpetersen available on leslutinsduphoenix.com The Bayesian optimal interval (BOIN) design is a novel phase I dose-finding trial design more.
Social Medium Social Network Site Customer Service Customer Relationship Management Social Media Tool These keywords were added by machine and not by the authors.
This process is experimental and the keywords may be updated as the learning algorithm improves. With over 16 years of hands-on experience, his client list includes Burger King, VISA, British Airways and The Daily Telegraph.
(see Our Social Times’ 6 Examples of Social Media Crises).
[ ] Listly List Social listening case studies – three brands who nailed it May 22, Read 29 Accelo Customer Reviews & Customer References. These use cases, approaches and end results from real customers include 16 testimonials & reviews and 13 case studies, success stories, reviews, user stories & customer stories/5().
HP needs weeks to ship additional TouchPads, according to a leaked email sent to customers. HP is prepping one last run for its defunct tablet.