NOSH aqcuired insight for marketing automation development

The plans were open.

Clothing manufacturer NOSH had recently implemented a new marketing automation platform and wanted to know which marketing automation measures to apply and in what order of priority.

It all starts with customer understanding

A 3-part project was launched, which included:

1. cluster analysis of consumer customers based on real purchase data
2. an interview-based jobs to be done persona for agents who sell NOSH products as self-employed entrepreneurs
3. customer pathways to key buyer personas.

After gaining customer insight, the collaboration with Hopkins progressed as a sparring partnership: each month, Hopkins produced concrete development proposals based on NOSH’s business objectives, data and best practices. The changes to Salesforce Marketing Cloud were implemented by NOSH’s Salesforce partner and NOSH itself.

Care models provide necessary follow-up

In marketing automation, a nurture model refers to all the actions taken after a specific transaction, such as a first purchase or becoming a loyal customer. The design of care models is a key element of sparring collaboration.

The development list included one of the most lucrative nurturing models for online shops: browsing abandonment. It provides valuable additional contact with consumers who have browsed but not added products to their shopping cart. These additional contacts are made via email, which is cheaper than retargeting advertising on sites such as Facebook and Instagram.

The shopping cart abandonment management model was planned to be developed in such a way that messages are also sent to people who are not logged in to the store. Such an extension multiplies the effectiveness of the treatment model, but requires a change to the online shopping system, which Hopkins was involved in designing.

Test, but be accurate

The effectiveness of the We miss you message was studied: after 80 days from the last purchase, a discount code was sent to the customer. This was found to work best for already loyal customers, highlighting the importance of the control group in studying the effectiveness of the messages.

Hopkins also helped develop the RFM matrix in Salesforce CRM.

This led to the discovery that it is better to monitor the margin than the volume of sales. That way, for example, customers who return a lot won’t look like VIPs and promotional hawks won’t rank too high in the customer ranking.

A growth-oriented approach helps you focus on what’s important

Commenting on the sparring partnership, Paula van Scheppingen, Sales and Marketing Director at NOSH, said:

“We gained valuable insights to improve existing care models and develop new marketing automation. In particular, we appreciate the concrete suggestions for improvement with well-developed hypotheses. The results of the tests were therefore easily verifiable and the productivity of the Miss You treatment model, for example, was clearly improved. The collaboration with Susk and the rest of the Hopkins team was not only efficient and smooth, but also pleasant and warm.”

Susanna Junnila of Hopkins describes her work with NOSH like this:

“NOSH has an ambitious, forward-thinking and growth-oriented approach to marketing and customer service. This attitude makes it meaningful to work together to focus on issues of the highest business priority.”

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