Digital Relationship Marketing in the Retail Sector
In October 2013, VIENNA DIGITAL won a new customer in the retail segment: JIPITOY! – an Austrian retailer focused on toys and stationery. The goal: to transport the company – which has a product range of more than 60.000 different items (excluding stationery) and a loyalty program with >100.000 customers – into the digital world. The starting point was challenging: no website, no e-mail marketing, no social media activities, no digital activities whatsoever.
Three months later
In February 2014 we launched the new website of JIPITOY! (www.jipitoy.at) in a newly created corporate design. Targeting the end consumers, the website – which has been developed using responsive design – provides the target group with an in-depth overview of the top-selling products, which will be expanded in the upcoming weeks and months. The loyalty and relationship marketing activities have been rejuvenated entirely. The company’s loyalty program has been propelled into the digital space. Customers can now order and inform themselves about the benefits of the JIPICARD. Moreover, the JIPICARD can be administered by JIPITOY! using our newly established digital channels. A newly established database and e-mail marketing infrastructure enables JIPITOY! to communicate with their customers in an individualized manner. The goal is to further grow the loyalty program using these and further digital measures in the upcoming years. With the goal of establishing, connecting and growing a new JIPITOY! fan community of brand ambassadors, VIENNA DIGITAL has established a new Facebook presence for JIPITOY! (www.facebook.com/JIPITOY), which is moderated and administered by VIENNA DIGITAL in close collaboration with the customer. A new content strategy ensures that the various channels and initiatives are aligned amongst one another and feed into the corporate strategy and marketing goals.
VIENNA DIGITAL is developing a new and unique Social Loyalty Program for JIPITOY! which will further extend the existing relationship marketing initiatives to leverage the network effects of social media for the purposes of viral member-get-member effects. We don’t wanna reveal to much but here’s a little hint: reward your customers for sharing and recommending your products and company. Don’t just reward them for purchasing more of your products, but rather focus on leveraging their personal and social networks in order to grow your customer base and increase the saturation of your target market penetration!
Stay tuned! ;-)