Hi there, this is Zsuzsa Kecsmar, 
CMO and Co-Founder of Antavo
And I'm Jörn Roegler, 
the VP of Strategy and Insight of Antavo
CRM teams know this that there 
is this challenge of personalisation:
even if you have the technology, and you have 
all the data, it's actually hard to do the thing.
Do you have any insights on how to do it better?
Yes, this is something we hear a lot when we talk to CRM teams.
Let me illustrate the problem a little bit.
You know, you have a highly segmented, highly 
personalised campaign.
Let's say you have five segments, 
and you have six touchpoints in the campaign,
and then you have to do that in four countries.
You're now talking about 120 pieces of content 
to populate it and make this meaningful.
And lot of brands struggle with that.
So, this can be an example of, like a fashion 
company, or retailer with multiple products
and multiple languages, and multiple currencies.
So this is why this is a complex situation, right?
Absolutely. And we've done a lot of 
work on the technology side.
We are able to execute things very personalised.
We've done a lot of work on the data side as well, 
to understand how different customers
are looking for information 
and what they find interesting.
The content challenge is, to degree, unsolved. 
And a loyalty program can actually help a lot.
There are three things that a loyalty program can do 
to help in the content challenge,
and we'll go through them one by one.
The first is that a loyalty program just 
through it's existence, creates content.
What do I mean by that?
There are these interactions and events a loyalty 
program has, and they are content that's relevant.
These are like little excuses to talk with the customer.
Yes!
Which is also, fun, which is nice.
Beyond excuses, they are really valuable.
You have now access to a reward, you can 
redeem something, a great experience.
We are giving people information, and the 
content of that email comes from the program itself.
Monthly account statements, reward updates, 
special promotional events,
all of that helps tackle the challenge. 
So that's the first thing: the program itself.
The second thing is, you can actually get your 
customers to do a bit of your job for you.
User generated content is the magical word here, 
which means customers are contributing content
to the loyalty program, to your marketing program, 
and the loyalty element is incentivised.
And people get encouraged to do that.
ASOS is a brand who've used that very successfully.
Yes, with "As Seen on Me", right?
Correct.
Customers upload imagery, or collections of their look,
how they use the product to put their personal look 
together, and it's published on the ASOS website.
And then new customers, prospects, or even existing ones 
can come, look at that. If they like it, they can purchase it.
I actually enjoy it very much. I'm an ASOS customer, 
and I like to see how other people styled that piece,
how they wear that piece. And it's interesting because 
often times, if they include images from Instagram
I often times go to the profile of that person 
I've seen the outfit that person has.
So I use it also for style inspiration.
Well, you're illustrating really well how people are making 
purchasing decesions today, and why it's powerful.
We love curated content, we love to be 
inspired by people in our networks.
People not neccessarily want brands talking about themselves, 
but people that show you how to apply products.
How to use them in everyday life. And there is a bit 
of behavioural science even that's in the works here.
About social norming. If you see a 
look that's a bit out there, but it resonates with you,
you know at least one other person like it too, 
which gives you a better feeling about it.
It's a proof that if that other person can 
wear it, then I can wear it too.
Absolutely.
So that's the second thing, make your 
customers work with user generated content.
The third element is what I call the 'content loop'.
We've applied that principle in very little short 
surveys, one question surveys, or a quiz,
where we ask customers to choose 
a preference, or indicate an opinion.
Because they are very quick, customers complete 
them. And the content that comes from it is the result.
"What did other people say?" 
Again, social norming is at play here.
So people answer, which is content that you can put 
in the overall result, and the content that comes out
is self-generated from the quiz. You do that in a loop.
And actually it can have a great user experience. So you 
wouldn't need to think that like in school there is a quiz
that you need to answer. It can be in a 
Tinder style too. "Do you like this one or that one?"
And you tap one the on that you like. This is a quiz too.
Tapping, swiping, we like that kind of 
little haptic interaction. It's nice.
Okay, so these are this three things that 
would help CRM teams to personalise.
Yes. You get content with these three things: 
the program itself with the touchpoints,
User generated content in a very structured way, like ASOS,
or these little quizzes, content loops as I'd like to call them.
Put them in your program, and you'll be able 
to serve your 300 international content segments
much easier in this campaign.
Excellent. I hope this was useful. If you wanted to 
learn more, head over to our blog at antavo.com
And see you next time!
