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Becky DucsikUS eCommerce Manager
Xerox Direct
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Xerox Corporation
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+Product Ink
Xerox Direct eCommerce
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Xerox Direct eCommerce
Xerox Direct
UX Design
Application Dev
Content
Operations
Analytics
Customer Marketing
Demand Gen
Sales
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Xerox Direct eCommerce
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Generate Demand
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Customer Retention
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Lifecycle Marketing Plan
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A Simple Lifecycle Plan
Purchase Equipment
Buy Supplies
Replace Hardware
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Message A: Equipment PurchaseSubject: Welcome to Xerox Direct
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Message B: Equipment PurchaseSubject: Thank you for your purchase. Now let's hear it.
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Message B: Equipment PurchaseSubject: Thank you for your purchase. Now let's hear it.
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Additional Opportunities
• Data mine to determine products that are most frequently purchased together.
• Promote ‘like’ products to customers as an added service, while driving your attach rate and value.
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A Simple Lifecycle Plan
Purchase Equipment
Buy Supplies
Replace Hardware
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Message A: Buy SuppliesSubject: New Cost Savings Series + Save 10%
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Message B: Buy SuppliesSubject: Free ground shipping on your next order
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Message A: Buy SuppliesSubject: Free ground shipping on your next order
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Supplies Retention
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Additional Opportunities
Sept 90D
Oct 120D
Nov 150D
Dec 180D
Jan 210D
0200400600800
10001200
Last Order: June 2011Em
ails
Sen
t
Sept 90D
Oct 120D
Nov 150D
Dec 180D
Jan 210D
0%5%
10%15%20%25%
Last Order: June 2011
Ope
n Ra
te• Winback
campaign• Trigger messages
based on average order frequency – at the product OR customer level.
• Trigger messages based on customer loyalty points.
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A Simple Lifecycle Plan
Purchase Equipment
Buy Supplies
Replace Hardware
![Page 21: Xerox Focus on Data: Taking Action and Automation](https://reader036.vdocuments.mx/reader036/viewer/2022081602/55581883d8b42a5e468b4b7a/html5/thumbnails/21.jpg)
Buy SKU 108R00669
Own a Phaser 8500
Owned the product for least 6 years
Print high quality color documents
Frequency and value of supplies orders
Average monthly print volume
Gather the Data
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Message A: Upgrade EquipmentSubject line: Save instantly on a top-selling color printer
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Message B: Upgrade EquipmentSubject line: Solid ink color printer as low as $349
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Message C: Upgrade EquipmentSubject: Free shipping on ink, toner and printers - limited time
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Equipment Sales Ja
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-10
Jul-
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Jan
-11
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Jul-
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Jan
-12
Fe
b-1
2
Ma
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Ap
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2
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Key Learnings
Customer Retention
Product Information
Customer Order
HistorySimple
Lifecycle Plan
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