Feedback Friday: SailPlay Talks Marketing Automation

 

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On February 22nd, 2019 our own Andrew Maff sat down with Dave Freedman, Director of Sales and Marketing at SailPlay to talk about what SailPlay does and how it can help you automate parts of your marketing.     

 

 

Dave Freedman: We're an omni channel customer [inaudible 00:00:09] platform that utilizes gamification to help increase customer engagement and, essentially, help organizations to increase customer purchase frequency, average customer purchase size, as well as collect data and analytics related to, essentially, customer behavior, et cetera. So that you can continually personalize the customer experience for your individual customers.

Andrew Maff: Nice. So, by gamification, by loyalty programs, I'm betting you're saying, spend X dollars and you level up to the next level, and you get X and stuff like that? So, you kind of turn the purchasing process into a game, am I right?

Dave Freedman: On a very basic level.

Andrew Maff: I didn't mean like, that's it.

Dave Freedman: Right. When you think of gamification, another thing that's important to consider as well, is gamification isn't like Mario. It's taking aspects that maybe you find within Mario and applying it in a way that makes sense in, for example, a retail environment.

In the case of, let's say, your typical loyalty program, you typically receive points based on purchases that you make. So, that would be an example of gamification, that point aspect.

Andrew Maff: Nice.

What's an example? What's a situation? What's something that you guys have done with a client of yours where you walk through the whole process with them?

Dave Freedman: In what sense?

Andrew Maff: Can you customize a different type of game, or a different type of loyalty program per customer, is basically what I'm saying? Or, per client, in your case?

Dave Freedman: Yeah. It depends on, obviously, the type of business. We also work with B2B organizations, not just B2C organizations.

For B2B, there are similarities to a B2C loyalty program, but you want to take it from a different approach. For B2C, for example, a lot of it is about getting the customer back through your door and making that repeat purchase. For B2B situations, often times, it's a recurring revenue sort of relationship, right? You're typically paying a monthly service fee.

In those cases, what we want to do, rather than get the customer to make a repeat purchase, we're wanting to incentivize the customer to complete actions that keep them engaged with your business. Maybe it's just utilizing your service in general. It's not a situation like you are with the gym, where it's like you're paying it for 12 months down the road, then you realize that you're not actually utilizing it so you just cancel, right?

Andrew Maff: Mm-hmm (affirmative).

Dave Freedman: That's really, when we look at B2B organizations, that's really more of the approach that we want to take.

B2C, obviously, it's going to be about getting your customer back in through the door. Then, also, obviously, making sure that we can collect data and understand what is getting this customer to come back and make a purchase, right?

In terms of way we approach an individual customer's account, it's going to depend on their business process, or organization. It's going to really depend on their individual business process. Right? We'll also take into account what are instances that they struggle with, as well as what, for example, currently what [inaudible 00:03:40] currently exist within their technology stack?

One thing that organizations often have trouble with is building a full customer profile. Maybe you have two channels. Say, a physical, brick and mortar channel, as well as an eCommerce channel. Often times, those two channels don't communicate at all. It's actually a very odd issue to still be having, even though it's very common place. The tools do exist that will allow you to communicate between the channels, but as a consumer, often times, I'll buy ...

For example, I purchase a lot of items of [Uniqlo 00:04:22].

Andrew Maff: Mm-hmm (affirmative).

Dave Freedman: Sometimes I'll buy offline, and sometimes I'll buy in store, depending on where I am and what's going on. How do you really know how I want to behave as a customer if you don't see what my two interactions between both those channels are? Right?

Andrew Maff: Yeah, okay.

That was deep. What's a case study? What's an example of, you know, we did one for this client, it turned out amazing. This helped, and this was the number that they got, and all that fun stuff. What's the one that you always point to and go, yeah, that went perfect?

Dave Freedman: So, I can't really give out information, for example, about numbers, specifics, or anything like that. For most cases, we sign NDAs and stuff like that, so I can't really, unfortunately.

I guess ... That's a good question. Let me think about it.

Let's jump to another question.

Andrew Maff: Alright, alright. We can move on.

Obviously, a full suite of multiple, different stuff that you guys have going on there. What's coming in the pipeline, what's a new feature, a new product, that you guys are thinking about coming out with in the coming months? Or, at least, this year?

Dave Freedman: Sure.

One thing that we're actually doing that I think is going to be extremely advantageous for, especially, a lot of retailers, is we're going ... One thing that we're going to be taking is a lot of the core functionalities within our platform and applying it to help retailers get a better ROI from their internal employees.

We're going to be utilizing a lot of gamified functionalities, et cetera, and our ability to collect data, and also incentive certain actions. Applying it, once again, internally to get, for example, employees for yours to repeat fair goal actions. For example, maybe it's trying to push a certain product line within the organization. Or, even completing actions, for example, like something like cleaning up the store at the end of the day. Things that you want to occur, but using also, once again, going back to the gamified functionalities. We can use things like leader boards, where we can create friendly competition to help push people towards the ultimate goal.

For example, I get some sort of reward at the end if I sell the most of this type of product, or this particular product line that the retailer is pushing, or has just come out with. At the end of the three month period, or whoever long you want to look, you can see where I sit compared to my coworkers. I can receive a benefit for it.

It makes me feel good, because I've achieved something, but, also, it helps the organization overall, because, typically, they would have generated more revenue in this instance.

Andrew Maff: Hm.

What type of ... I know every company is different, every product or service, everything is different. Everything is run differently. On more of a general aspect, what are some of the better incentives, or rewards, that programs are leveling that you guys have, that you've seen really work [inaudible 00:07:43]?

Dave Freedman: When it comes to rewards, you're going to want to offer a product or a service that your company already offers.

Andrew Maff: Mm-hmm (affirmative).

Dave Freedman: Or, it has to be relevant. If you're, for example, a B2B organization, it has to be relevant for your type of business. Everyone wants to offer ... We often see companies, you know, let's offer Starbucks gift cards. As much as I love coffee, it typically does not make sense. How does that benefit you? It benefits Starbucks, if anything, right?

In the end, while you want to make your customers feel good, in the end, a customer loyalty program is a marketing tool. So, you should treat it as one. What you want to do is take, for example, new products that you're offering ... Actually, often times, you want to take your best selling products and utilize it almost like the dangling carrot that someone can chase to then receive. If that's your main money maker, then you know it's a popular product, you know people are going to want to receive it as a gift. That is how you would utilize it.

You can also utilize gifts as a way to test potentially new product lines that you want to offer. Then you can see, if you have multiple gifts that you're going to offer, you can see what items people are selecting, then make determinations based on that. But, also, for example, another thing that you can do is, not only utilizing specific gifts or something you would offer internally, which would come at the lowest cost item for you to offer as a company. But, you could also utilize gift functionalities as a way to bring additional value to partnerships that you have.

Often times, we work with ... you want to talk about a business example that we've found has been successful. For example, some of our hotel clients, right?

Andrew Maff: Mm-hmm (affirmative).

Dave Freedman: They'll offer benefits for various types of organizations that they've partnered with in the area. So, if you're in a resort town, you can help incentive people to stay at your hotel, then drive traffic to a business that you're a partner with by offering their services through your loyalty program.

Andrew Maff: Okay.

You guys definitely work with a ton of different types of businesses, there's definitely a lot of ways you can use an incentive program. What are some of the businesses you see that work the best with SailPlay?

Dave Freedman: If you're a typical ... Maybe typical is not the right word. But, if you're a retailer, or any type of business, organizations that typically will have higher return purchase frequencies will typically be a better type of business. In terms of loyalty.

You're going to see a lot of micro transactions over and over again, which will help influence long term behavior. For example, a gas company. If you're a gas station, that's something you know that someone's going to purchase at least once a week.

Andrew Maff: Yeah.

Dave Freedman: It's easier to influence their behavior over a longer period of time. Restaurants work really well, because usually if you find a restaurant you like, you're going to go there at least once a week.

Andrew Maff: Mm-hmm (affirmative).

Dave Freedman: Same thing, in terms of retail. If it's something where you're going to be making multiple types of purchases over, say, a year long period, it's a great type of business.

For example, jewelry companies, maybe I'll purchase from them once a year, wouldn't be the best fit, but an organization that sells basics, that would be the perfect type of company.

Andrew Maff: So, frequently bought stuff? Not frequently bought, but frequent buyers, so people who are purchasing pretty often. Okay. That's pretty cool. Makes sense.

I always love to keep these really short, sweet, quick, and to the point. Is there anything else that you wanted to make sure that we covered today? Something that gives some closing remarks about SailPlay, let us know where everyone can find you?

Dave Freedman: Yeah.

You can find us at SailPlay dot com. You can also reach out to our sales email, which is sales at sailplay dot com if you have any questions or inquiries. We'd be more than happy to help if you have any questions. Even, if you weren't going to be a client of ours, maybe if you have any questions related to customer loyalty or customer retention, or data collections, any other customer segmentation. Any of that? Obviously we'd be more than happy to answer it. I do love that you're wearing the UCF hat right now. Very happy about that.

Andrew Maff: Are you a Knight?

Dave Freedman: Yeah. Remember we talked about that?

Andrew Maff: Oh yeah. We talked about that. I forgot about that. This is unplanned, I promise. I didn't go, oh, I've got to wear that. That's funny. I totally forgot about that.

Alright, well, appreciate it, Dave. Thank you so much for doing this. I'm going to put this up. This will be up on our YouTube and our website and all that fun stuff, too. Obviously, if anyone has any questions, ever, feel free the just comment wherever it is you're watching this. Either myself or Dave will help you out and make sure to get you guys an answer.

Thank you so much, Dave. Good talking to you. Go Knights. I'll talk to you again, alright buddy?

Dave Freedman: Alright. Sounds good. Thank you so much.

Andrew Maff: Have a good one.

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