APPROACH
We helped client by building customer profiles for all customers who visited website on basis of:
- Website activity
- Transactional behavior over a period of one year
- Revenue generated prior to and post RFQ submission
- Days taken to transact post RFQ submission
- Customer Demographics
- Age of customer – New/Existing customers
- Customer Type – Construction/Commercial customers etc.
Customer profiles were then used to setup targeted digital marketing campaigns and implement bundling strategy to help drive sales over digital sales channel.
KEY BENEFITS
- Helped client determine if their website is an alternate method to conduct their business
- Enabled directed targeting by tracking customer behaviour on digital channels
RESULTS
- An increase in revenue generated from existing customers post RFQ submission leading to an improved relationship
- ~83% of customers who submit RFQs are new customers, which confirmed that the web platform is an alternate way for client to conduct their business and acquire new customers