CPG Brand Nurtures Consumers With Dynamic Online Journeys
The Challenge
A global retailer specializing in consumer packaged goods (CPG) wanted to become a trusted advisor to its consumers and expand the brand’s relationship from months to years. To do this, the CPG brand sought a consumer engagement hub that could enable its web properties to automatically identify, inform and interact with each visitor according to where they were in their individual consumer journey, then carefully nurture them from onestage to the next.
While looking to rebuild their website for baby products, the brand realized that website design wasn’t the problem—rather, it was a lack of engaging material at the individual level. Consumers tended to sign up on the website to track their pregnancy, and the birth and growth of their babies, but rarely returned after that initial step. The brand was not aware of what the consumers were looking for on the site, and lacked insight into pages viewed, visit duration or any website behavior. Not enough information was being collected to understand the drop-off in consumer engagement.
Furthermore, traditional web clickstream retargeting methods failed in the complex orchestration needed for the many consumer journeys. The brand needed to first understand who was on its website. Second, the site needed to function in real time to show relevant and engaging content to each visitor according to where they were in their consumer journey. Enter CSG Xponent. Customer Success Story
HIGHLIGHTS
Live in <2 months
Journeys lasting from 1 day to 3+ years
30,000+ registered visitors in first 8 weeks
Finally we are able to craft real journeys that engage and provide value to busy mothers through personalized and timely content.
The Solution
The brand’s agency chose CSG Xponent to help improve their customer journeys, having seen other businesses’ success in using it.
With its complex and detailed web interaction tracking capabilities, the brand implemented the cloud-based Xponent platform to collect needed information and improve how the brand engages with consumers on its website. The platform can identify exactly who is on the website by matching the visitor to previous interactions and profiles. Even if the website visitor has not previously logged in, the platform is still able to identify the individual based on other criteria, and will show content that is timely and relevant.
The platform understands the who behind the interaction. For example, if a new mother registered on the site after giving birth and returned to the site a few months later, she’d be recognized immediately as a returning, registered consumer and would be treated in accordance with her past behaviors and preferences. The site adapts to each person and only shows content relevant to the baby’s age, food suggestions, popular articles and tips.
Meanwhile, a gamified system of education, encouragement and rewards makes each individual a participant in the dynamic journey.
The Results
Thanks to the solution’s visual configuration environment, the project took less than two months from design to live production.
Consumers are now individually engaged, and the data collected by the system can be leveraged for the deployment of further realtime consumer journeys. Xponent serves as the engine behind the scenes, automatically recognizing, remembering and reacting to visitors, and orchestrating the appropriate experience.
Next, the brand will integrate social media channels and its email campaign system to create even more elaborate and engaging journeys.
About CSG
CSG empowers companies to build unforgettable experiences, making it easier for people and businesses to connect with, use and pay for the services they value most. Our customer experience, billing and payments solutions help companies of any size make money and make a difference. With our SaaS solutions, company leaders can take control of their future, and tap into guidance along the way from our more than 5k-strong experienced global team. Want to learn more about how to be a change maker and industry shaper like our 1,000-plus clients? Visit csgi.com to learn more.