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Profashion

02.10.2015

ABOUT CLIENT:

ProFashion is the magazine and the portal about fashion for professionals.
The area where meets supply and demand from global brands
 

THE USED PRODUCTS:

  • Marketing Innovative Platform

 

GALLERY OF THE PROJECT:

Customer: ProFashion

Task: Develop and provide marketing innovative solution for ProFashion.

Challenge:

  • Phone surveys, online surveys, and email surveys had very low response rates for ProFashion
  • ProFashion needed a way to retrieve better response rates and higher quality feedback through its Net Promoter Score Program
  • ProFashion ties employee bonuses to feedback from its Net Promoter Score, so it is vital to retrieve large amounts of quality feedback from customers

Solution:

  • Using MobileConnect from the ExactTarget Marketing Cloud, ProFashion is able to send personalized SMS messages allowing customers to provide feedback right through their mobile phones.
  • ProFashion uses the ExactTarget Marketing Cloud to link this information to the rest of its customer data in order to understand the impact the feedback has on the business. This knowledge allows ProFashion to balance customer needs with company ones.
  • In the future, ProFashion has aspirations to use the ExactTarget Marketing Cloud to retrieve feedback on television content in real-time as customers consume the content.

Results:

Because of the real-time nature of its SMS surveys, ProFashion is able to retrieve massive volumes of high quality feedback much quicker than with any other tactic. Since launching the SMS Net Promoter Score Program, ProFashion has seen:

  • Up to a 40% response rate on the SMS program
  • An increase of 30% in response rates compared to other channels
  • Over 100,000 customer surveys a day with over 3 million pieces of feedback a year
Project type: 

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