Cadenza CRM Programme for Founded

What have we been up to? What have we been up to?

We’ve been visiting you stores…

We’ve been getting to know your brand…

We’ve been scanning best industry practices…

Cadenzza needs to convert more customers and generate more traffic to make more sales. The “come-back-frequency” is not yet high enough.

Our proposed CRM system will help us to trigger more customers and to

build up a long-term relationship.

We’ve been working on your brief…

Why does the CRM program exist? How should we position it?

Challenge! Cadenzza needs to convert more customers, generate more traffic and make more sales through a bespoke CRM programme. It should fuel frequent footfall and build long-term relationships.!

Strategy! What is our plan of attack?!

Key Message ! What is the key thing we want to communicate?!

Positioning the program

Insight ! What is the key insight from our research?!

Audience ! Who are we talking to?!

Our audience

Source: ‘Target Group’ – Cadenzza: Handpicked Luxury Fashion Jewellery (140807_CADENZZA_Concept_Presentation_CRMBrief_.pdf)

Identifying 3 distinct personas to focus on

Hedonist

Fashionista

Performer Who needs rules when you can grab life by

the horns?

I love the feeling of adrenaline pulsing through my veins at a live concert or simply travelling through the unknown. The arbitrary excites me, because it reminds me I am living life to

the fullest.

Lipstick, check. Dress, check. Shoes, check. " "

From vintage to mod, colour blocking to sequins, I am the trend. Fashion blogs and

magazines are my best friend.

Are you camera ready? I am. Because I know I always look my best.

Confident and empowered, I put my best face forward in everything I do.

Nothing phases me, because why

should it? I am fiercely independent but still I let my femininity speak for itself. You’ll know when I walk into a room.

Source: ‘Target Group’ – Cadenzza: Handpicked Luxury Fashion Jewellery (140807_CADENZZA_Concept_Presentation_CRMBrief_.pdf)




Insight ! What is the key insight from our research?!

Audience ! We are talking to women proud to be the stars of their own lives, unafraid to shine, categorised as:!!

Hedonist Fashionista Performer


Cadenzza’s mantra is “The Power Of Jewellery - Cadenzza enhances confidence – no matter what!” For women, this confidence is rooted in making the right choices. Choices that ensure they look desired in what they are wearing, but also feeling confident that they’ve made a valuable decision. Valuable decision-making in shopping emerges as the means by which women manage and regulate their emotions.

®

Jewellery, being both emotionally and physically intimate, has the power to make a woman look and feel more confident– through the choices she’s made. Through the Cadenzza CRM program, we have the opportunity to resonate with her by providing her with a real sense of valuable confidence.

®




Insight ! Making the right choices makes women feel more confident.!




Understanding the Cadenzza brand

It’s all about…

Cadenzza believes that jewellery can enhance every woman’s confidence. "

It offers the best selection of brands, trends and quality for women who "want to feel confident and empowered in any situation.

If Cadenzza is about the ‘Power of Jewellery’, then its CRM programme can be the channel through which the brand truly allows a woman to exercise the power self-expression.

It’s the power to look beautiful, choose unique styles and make valuable decisions, exclusively for her – all by being a part of Cadenzza.

Our CRM program will make her feel more confident by empowering her with the right choices to truly express herself.

What’s the role of CRM?


Strategy! Make women feel more confident through self-expression.!






We want women to feel valuable, confident and empowered – and we will position Cadenzza as their fashion catalyst. A nurturing ally who encourages self-expression, sparks their unique style and fuels their inner beauty.

What do we want to say?

Ignite your individual beauty

What is our key message?


Strategy! Make women feel more confident through self-expression.!

Key Message ! Ignite your individual beauty!





What do we call the program?

We asked our audience,!“What does ignite your individual beauty !

mean to you?”

We asked many fashionable ladies, ""

Online, In the office,

On the street…

Here are their views.

“My beauty. "My life."

My terms.” “It sounds like something,"

all my own” “It makes me feel special”

Lifestyle Individuality Exclusivity

Based on their views, we defined our creative territories

Ignite your individual beauty Promise:

Wha

t wom

en h

ad to

say

ab

out o

ur p

rom

ise:

Shortlisted"Territory

Cadenzza VIP Cadenzza Solo Live Cadenzza 3 Potential"Names:

Testing the names We had a favourite but we wanted to hear from your customers…""So we went undercover to your store in Covent Garden and asked your customers directly to help us in choosing the right name….

Testing the names On the road

Location: Cadenzza Store, Covent Garden, London, UK

What did people say about…


Ignite your individual beauty Promise

Territory

People’s"comments: “Solo feels like it almost

empowers the individual. It sounds like it’s about me.”!

"“Feels quite lonely and sad. No

one wants to invest in something solo”""

“I don’t get it really. How does Solo communicate jewelry?”"

"

“It’s a bit generic and obvious isn’t it? Everyone does it.”"

"“It feels prestigious and

makes me feel like I’m part of a special community.”!

"“It might scare away some

consumers with lesser spending power.”"

"

“Live feels like it’s incorporating something in

your life.”""

“It suggests a lifestyle, a way of life.”"""

“It sounds inviting, like Cadenzza wants me to try something new in my life.”!


People chose…


Ignite your individual beauty Promise

Territory

People’s"comments: “Solo feels like it almost

empowers the individual. It sounds like it’s about me.”!

"“Feels quite lonely and sad. No

one wants to invest in something solo”""

“I don’t get it really. How does Solo communicate jewelry?”"

"

“It’s a bit generic and obvious isn’t it? Everyone does it.”"

"“It feels prestigious and

makes me feel like I’m part of a special community.”!

"“It might scare away some

consumers with lesser spending power.”"

"

“Live feels like it’s incorporating something in

your life.”""

“It suggests a lifestyle, a way of life.”"""

“It sounds inviting, like Cadenzza wants me to try something new in my life.”!


Building Live Cadenzza

Bringing it to life…

* ‘Live Cadenzza’ is one of many names that can be used for our CRM program

Rolling it out We will roll-out the Live Cadenzza program, per your dates – in the following stages:

Sep 2014 Dec 2014 – w1

Agency"Selection

Detailed"Strategic"Planning

Content"

Generation

Staff"Training

Comms Planning

POS"deployment"

iPads"go live

Welcome Pack"

proposed "

1. ATTRACT

Welcome"Email"

+ Benefits

Style tips

Voucher Reminder"

email"

Voucher Reminder"

text 10% OFF"

next purchase

Designer"Spotlight

Seasonal"Offers

3. ACTIVATE

Empowering our loyalist with confidence

Additional € OFF"on repeat purchase

4. ENGAGE

Attract store visitors Collect customer data "

15 – 20% conversion of visitors per day

Welcome customers to the program Initiate long-term relationship building

Drive them to repurchase Driving further repurchase Introduce seasonal offers

Additional promotional bursts Bring them closer to the brand"Encourage repeat purchases"Offer exclusive experiences

Comms Roll-out

Voucher"email

2. WELCOME

Invitation to"private events/"

collections

Microsite & App development

The ‘Live Cadenzza’ Flipcard Inform visitors about our new program "

Explain how to sign-up to it

The ‘Live Cadenzza’ Brochure Inform visitors about our new program "

Option to take it away with them

Proposed

1. ATTRACT POS

1. ATTRACT Welcome Pack

The ‘Live Cadenzza’ Welcome Pack Although not integral part of our CRM strategy,"

but one to aim for in the future.

The ‘Live Cadenzza’ Sign-up App Welcome splash screen"

Used to attract in-store visitors to sign-up

‘Live Cadenzza’: Who do you identify with? First question to get our visitors hooked

Chosen ‘lifestyle’ will govern the rest of the comms 1

2


2. WELCOME iPad Sign-up mechanic

‘Live Cadenzza’: Visitor Data Collection via iPad After choosing the lifestyle they identify with, our store visitors would be presented with a quick, easy-to-fill, form to collect their personal details. In addition to the general information questions, it will also ask the following questions to build a more intimate CRM conversation: •  Your birthday? •  Any important dates we should know about? •  Any significant other you want us to send reminders to?

3

2. WELCOME iPad Sign-up form

Our ‘Welcome’ email will:

•  Reflect the style chosen by our visitors at sign-up i.e.

•  Introduce them to the ‘Live Cadenzza’ philosophy

•  Explain how the program works for them and its benefits:


Personalised Recommendations

Exclusive"Discounts

Event"Invitations

BENEFITS!

€ OFF "on repeat purchases

Fashion Collections"curated for you

Special Birthday"Surprises

2. WELCOME Welcome email

Recommendations Email "

Based on ‘lifestyle’ choice"Highlight latest collections"

Spotlight current brands

Voucher Email "% discounts"Redemption mechanics

2. WELCOME Offers & Suggestions

3. ACTIVATE Text Reminders

3. ACTIVATE Seasonal Offer Email

3. ACTIVATE Designer Spotlight Email

4. ENGAGE Private Event Invite Futu

re

4. ENGAGE Future Members-only Site Futu

re

4. ENGAGE Cadenzza Loyalty App Futu

re

The Technology

•  Easy to install, roll-out, service and fast in reaction •  Able to generate as much customer data as possible"

(especially in pilot phase) •  Able to be easily filled with content by users at any time •  Able to fit the desires and taste/style of our target group •  Able to provide figures in real time for ad-hoc reaction •  Support ready before and after the implementation of pilot stores

CRM system requirements

•  Ready to start pilot with 6 AT stores by 1.12.2014 •  Within budget: EUR 15.000 maximum for implementation in 6 pilot stores •  Able to integrate with existing traffic counters •  Compatible with existing iPad 3s •  Self sufficient enough to avoid IT integration in first step •  Open to online store integration and link to social media at later stage •  Compatible with cash desk system Micros •  Able to collect feedback, analysis and statistics

CRM system mandatories

Technology platforms considered We looked into which CRM platforms would best meet your requirements, using past experience working with some of these vendors, conference calls, face-to-face meetings and demonstrations:

Platform selection

Why Akkroo for the trial? Easy to use! Easy to install, roll out and service, managed through a single web app compatible with existing

iPad 3s.!

Secure data storage ! Customer data held in a highly secure environment, with no restriction on the number of records which can be registered.!

Instant gratification! Highly visual customer facing interface with automated, segmented and personalised email / SMS sent within moments of registration.!

EPOS friendly! Into store delivery of 6 iPad Minis for EPOS use included, which staff can use to track transactions and offer redemptions (staff training provided)!

Data visualisation! View, analyse and report on data from real-time dashboard, add comments and a rating to individual records and compare different forms and events side by side to measure success.!

Why Akkroo for the future?

Data storage ! Customer data held in a highly secure environment, with no restriction on the number of records which can be registered.!

Instant gratification! Highly visual customer facing interface with automated, segmented and personalised email / SMS sent within moments of registration.!

EPOS friendly! Into store delivery of 6 iPad Minis for EPOS use included, which staff can use to track transactions and offer redemptions (staff training provided)!

Data visualisation! View, analyse and report on data from real-time dashboard, add comments and a rating to individual records and compare different forms and events side by side to measure success.!

Import and export data ! Data can easily be uploaded and stored from other platform exports (e.g. CSV files), whilst the database itself can also be exported for reporting or uploading to another system. !

Easy integration ! Integrates with EPOS and traffic counters, CRM systems (including SAP BW), and social platforms (e.g. Hubspot for smarter social CRM data) through an open API.!

Flexible! Works on and offline, syncing data captured when connected, so has no in-store downtime, and allows users to add content and data at any time.!

Scalable! Scalable across multiple locations with multiple devices and using multiple languages.!

Data security!Data is stored securely within software applications and transmitted over 256-bit AES SSL, residing

in purpose built securely manned data facilities (Trusted by the Bank of England). Rigorously externally security tested, including authenticated and unauthenticated penetration tests.!

How will it work? Initial customer visit Later customer visits Back office

Customer facing iPad3 with web app

Customer enters details into web app

Akkroo generated email and mobile communications

Vouchers sent to customers

Staff facing iPad Mini with web app at

EPOS

Customer presents voucher email. "

Till operator enters details into iPad Mini

Data consolidation

Footfall records Send further voucher email campaign based on data

Customer data integration or import from EPOS

Customer data integration or import from traffic

counters

Founded send out further emails using database and

Mailchimp ESP

Real-time statistics dashboard

Real-time data collection statistics viewable by

Founded and Cadenzza

Data compiled into a weekly report

EPOS records

Brands using Akkroo

thank you

Cadenza CRM Programme for Founded

Marketing