Capgemini offers consulting, technology, outsourcing and local professional services, working with clients to develop strategies and technologies tailored to their needs. It has a wealth of experience supporting retailers’ growth strategies and in 2006, it launched a campaign to promote its consultancy capabilities to top levels within the retail sector.
The aim was to promote debate on Integrated Multi-Channel Retailing (IMCR), which allows retailers to deliver a consistent customer experience whether they shop online, by phone, or on the high street. It was important to establish Capgemini as a ‘thought leader’ on the subject; generate leads to gain insight into the audience and its attitude towards IMCR and Capgemini; and generate contacts for sales.
Agency Gyro International worked with Capgemini to identify key players in the UK retail sector and data played a key role in effective targeting. All data was double-checked with external sources for accuracy and further data was bought from third party providers. Gyro also carried out profiling of the sector to identify retailers by type, size, revenue, and, crucially for this campaign, sales channels. Targets were prioritised in terms of who would most benefit and a database was created with all relevant contact details, job titles, and even names of CEO’s personal assistants.
Online media such as banner ads running through the campaign drove visitors to the microsite, which was adapted for each target audience and from where contact information was captured. This fed into the campaign database and a messaging matrix established different levels of messaging for specific audiences.
Initial interest was created by a mail pack an upmarket carrier bag. It was branded ‘IMCR a singular retail experience’ and hand-delivered with a personalised tag. It contained a brochure, which featured tailored content according to the recipient’s sector and job function.
Further segmentation took place with CEOs invited to an IMCR breakfast seminar held at London’s Soho Hotel and hosted by Michael Portillo MP. It was attended by retail analysts and guest speakers including Jacqueline Gold, CEO of Ann Summers and Knickerbox. This involved sending a personalised invitation to the target audience as well as follow-up letters.
Directors were also invited to attend an online IMCR seminar, hosted by Michael Portillo and featuring guest speakers, panel discussion and online debate with a Q&A session. Follow-ups included an email invitation to view the recorded webinar online.CIOs were also invited to a dinner and discussion to talk about IMCR within their organisations.
Reporting functionality was built into the IMCR microsite and online seminar registration, allowing Gyro to track which targeted contacts arrived at the portal and what they did once they logged on. Monitoring feedback allowed Gyro to evaluate the most effective messages and were able to react quickly to drive attendance to the events.
The campaign generated interest from some top UK retailers companies with the potential to invest millions in their multi-channel infrastructures. The online seminar yielded 48 new contacts.
Kate Jones, senior marketing manager at Capgemini, says, We were delighted with the responses generated by this integrated campaign approach. Getting a multi-channel strategy right is a huge challenge for retailers and Capgemini has a wealth of experience that it is able to share to ensure they can adjust their strategies in accordance with best practice.
