A sophisticated omnichannel experience solution
We approached the project by defining the correct data collection strategy through the identification of all the physical and digital touchpoints through which Santoni comes into contact with its audience on a daily basis. We then identified the KPIs needed to measure the project's progress and the useful data to be extracted from each touchpoint. We then proceeded to process and depict them in dashboards. The touchpoints identified were:
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Products
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Boutique cash systems
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Store Managers
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E-commerce
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Customer Service
Products
An NFC (Near Field Communication) sensor has been embedded in each shoe through which the customer, by approaching their smartphone, can view a personalized page based on the product purchased that certifies its authenticity. By filling out a data collection form on the page, he or she accesses exclusive, vertical content about the product and enters a stream of communications aimed at verifying his or her liking over time, suggesting new purchases, participation in events, etc... In this way Santoni collects important information about the behavior of customers who were hitherto unknown to it: which and how many products they bought in a given time frame and at which store or retailer worldwide, or about the general liking of its collections in different parts of the world. The data collected by the CRM platform automatically enters the company's management system.
Boutique cash systems
Cashier systems in single-brand boutiques send all information regarding sales made to the CRM in real time. Customers can register for dedicated loyalty programs simply by providing their call sign to the cashier.
Store Managers
The boutiques are equipped with an I-Pad (connected with the CRM platform) on which the store manager can view the purchases made by each customer and suggest new purchases if necessary. The store manager can also enroll the customer in dedicated loyalty programs.
E-commerce
The data that the customer has entered into the platform feeds real-time information contained in the CRM (data enrichment) and initiates a series of personalized communications that are always managed by the CRM, such as:
- notification of abandoned products in the cart (also with possible dedicated offer to incentivize purchase);
- order confirmation (email) with picture, size, color of the product(s);
- tracking number to track the progress of the delivery;
- Email sequence to update on delivery flow;
- return request;
- notice of when a product becomes available again.
The actions that occur on e-commerce and the data collected are made available to marketing, sales, and customer service.
Customer Service
The CRM platform collects data from the platforms used by Santoni customer care, from chatbots on the site, from the different "contact us" forms (contact us, contact us to customize your product, to ask for a return, etc...), from the email addresses from which requests come in (info@santoni, etc...) and from phone contacts (thanks to the CRm integration with Aircall). This makes it possible for Santoni's Customer Care team to identify any problems in advance and possibly involve other departments in the solution.
Data collected across all touchpoints feed into the Single Customer View through which marketing, sales, and service teams can track the behavior of individual customers or particular clusters of them. Data processing in the Single Customer View generates marketing and sales automation and gives rise to dashboards and reports useful for performance monitoring.
