PetFlow 通过网络推送通知提高参与度并增加店内流量
技术
- 分析与建模 - 机器学习
- 网络安全和隐私 - 入侵检测
适用行业
- 设备与机械
- 零售
适用功能
- 销售与市场营销
用例
- 零售店自动化
- 交通监控
关于客户
PetFlow 是专业宠物食品和用品的领先零售品牌。他们提供广泛的产品，包括食品、零食、玩具、床上用品、配件和健康用品，并提供便利的自动发货选项。 PetFlow 拥有数据驱动的文化，并以向宠物爱好者提供个性化建议而闻名。尽管取得了成功，但他们面临着电子邮件参与度下降的挑战，这是一个主要问题，因为电子邮件是他们最强大的渠道。该公司需要一种解决方案，不仅可以解决这个问题，还可以帮助留住现有客户并降低获取新客户的成本。
挑战
PetFlow 是一家领先的特种宠物食品和用品零售品牌，在 2016 年底面临着重大挑战。尽管他们的数据驱动文化和个性化建议吸引了宠物爱好者，但他们注意到客户和潜在客户对电子邮件的参与度持续下降，他们最强大的渠道。这是一个主要问题，特别是当获取新客户的成本不断增加并且保留现有客户已成为一项必要的活动时。营销总监 Andrea Barsk 认识到，仅仅依靠电子邮件作为参与渠道是不可持续的。简单地发送更多促销电子邮件来获得更多销量并不是一个可行的长期策略，因为它可能会对交付率和利润产生负面影响。
解决方案
为了应对这一挑战，Andrea 和她的团队转向了一个新兴的新渠道 - 网络推送通知。这些通知也称为浏览器推送通知，被媒体品牌用来推送突发新闻警报。 PetFlow 认识到很少有在线零售商使用此工具，因此决定实施它。他们与 MoEngage 合作，根据用户的现场行为设置网络推送通知并将其发送到桌面和移动设备。 MoEngage 与 PetFlow 营销团队合作创建了一系列行为驱动的活动，这些活动根据个人在网站上的行为并自动创建消息来推动行动。设置了两个关键的自动化活动：浏览放弃通知和购物车放弃通知。这些通知是个性化的，并使用 MoEngage 的机器学习工具 Sherpa 在最佳响应时间的时间窗口内自动发送。
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