xerox focus on data: taking action and automation

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Becky DucsikUS eCommerce Manager

Xerox Direct

Xerox Corporation

+Product Ink

Xerox Direct eCommerce

Xerox Direct eCommerce

Xerox Direct

UX Design

Application Dev

Content

Operations

Analytics

Customer Marketing

Demand Gen

Sales

Xerox Direct eCommerce

Generate Demand

Customer Retention

Lifecycle Marketing Plan

A Simple Lifecycle Plan

Purchase Equipment

Buy Supplies

Replace Hardware

Message A: Equipment PurchaseSubject: Welcome to Xerox Direct

Message B: Equipment PurchaseSubject: Thank you for your purchase. Now let's hear it.

Message B: Equipment PurchaseSubject: Thank you for your purchase. Now let's hear it.

Additional Opportunities

• Data mine to determine products that are most frequently purchased together.

• Promote ‘like’ products to customers as an added service, while driving your attach rate and value.

A Simple Lifecycle Plan

Purchase Equipment

Buy Supplies

Replace Hardware

Message A: Buy SuppliesSubject: New Cost Savings Series + Save 10%

Message B: Buy SuppliesSubject: Free ground shipping on your next order

Message A: Buy SuppliesSubject: Free ground shipping on your next order

Supplies Retention

Additional Opportunities

Sept 90D

Oct 120D

Nov 150D

Dec 180D

Jan 210D

0200400600800

10001200

Last Order: June 2011Em

ails

Sen

t

Sept 90D

Oct 120D

Nov 150D

Dec 180D

Jan 210D

0%5%

10%15%20%25%

Last Order: June 2011

Ope

n Ra

te• Winback

campaign• Trigger messages

based on average order frequency – at the product OR customer level.

• Trigger messages based on customer loyalty points.

A Simple Lifecycle Plan

Purchase Equipment

Buy Supplies

Replace Hardware

Buy SKU 108R00669

Own a Phaser 8500

Owned the product for least 6 years

Print high quality color documents

Frequency and value of supplies orders

Average monthly print volume

Gather the Data

Message A: Upgrade EquipmentSubject line: Save instantly on a top-selling color printer

Message B: Upgrade EquipmentSubject line: Solid ink color printer as low as $349

Message C: Upgrade EquipmentSubject: Free shipping on ink, toner and printers - limited time

Equipment Sales Ja

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b-1

0

Ma

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0

Ap

r-1

0

Ma

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Jun

-10

Jul-

10

Au

g-1

0

Se

p-1

0

Oct

-10

No

v-1

0

De

c-1

0

Jan

-11

Fe

b-1

1

Ma

r-1

1

Ap

r-1

1

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Jun

-11

Jul-

11

Au

g-1

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Oct

-11

No

v-1

1

De

c-1

1

Jan

-12

Fe

b-1

2

Ma

r-1

2

Ap

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2

Key Learnings

Customer Retention

Product Information

Customer Order

HistorySimple

Lifecycle Plan

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