Online Marketing

CRM functionality has been fully integrated into our Real Commerce platform to ensure that we are able to extract maximum value from this valuable resource and to maximise return on investment for our clients.

The CRM module within Real Commerce automatically collects behaviour data and tracks results, segments and profiles customers to make targeted offers, and provides ongoing management of the customer lifecycle.

Database management

All outbound campaigns start with the customer database. Customers can be segmented in a variety of ways, including personal demographics (where they live, gender, etc) and their behaviour, including purchasing history, frequency and over what period of time. These can be generated manually on demand or via our automated customer life cycle management system.

Whichever method is used, our aim is increase the conversion rate by making highly targeted offers to customers and to build loyalty, thus increasing the lifetime value of individual customers.

Newsletters

Email campaigns frequently use newsletters as an attractive, easy to read means of communicating special offers, promotions and other messages. Full integration between our CRM system and the Real Commerce platform allows newsletter communications to be fully analysed. This includes conversion rates, revenue, and customer journey metrics.

We provide instant feedback on open, click-through and unsubscribe rates, as well as details on which links have been clicked most frequently. Sales data from Real Commerce is provided as part of the reporting process.

Database building

Collecting the email addresses of those customers purchasing from your site is an obvious way to start building the database. However, these names are likely to represent only a very small percentage of the potential audience, and it is therefore essential to proactively recruit new names as quickly and cost-effectively as possible.

Email addresses can be collected both from activities undertaken on our clients' own sites, and by working with external partners (see online partnerships). The client's site can be used to collect addresses for people wishing to subscribe to newsletters and by innovative viral marketing campaigns – operations which are handled automatically by the Real Commerce platform – and which incentivise existing customers to encourage friends, relatives and colleagues to sign up.