Valentins optimizes dialog marketing with Selligent
Online shop wants increased newsletter conversion and efficiency, more differentiated customer approach / Selligent Interactive Marketing is platform of choice .
29 SEPTEMBER 2011, MUNICH
SummaryValentins GmbH, a subsidiary of Hubert Burda Media Holding KG, is one of Germany’s largest online shops for flowers and personalized gifts. To further develop its dialog marketing activities, Marketing Manager Kirsten Blessing went looking for a professional software solution.
Valentins GmbH, a subsidiary of Hubert Burda Media Holding KG, is one of Germany’s largest online shops for flowers and personalized gifts. To further develop its dialog marketing activities, Marketing Manager Kirsten Blessing went looking for a professional software solution. It had to demonstrably increase the newsletter conversion, enable a more differentiated customer approach and reduce the amount of time and effort involved in doing mailings. Valentins decided for the 1:1 marketing suite Selligent Interactive Marketing.
Based in Mörfelden-Walldorf near Frankfurt, the 50 employees of Valentins´ online shops handle the marketing and shipment of bouquets of flowers and personalized gifts. Along with a series of marketing measures like cooperations, couponing, SEO and social media communication, Valentins also relies on classical dialog marketing, for example in the form of a customer newsletter. ”Until now we were sending it out with a self-developed solution” says Kirsten Blessing. ”Yet this tool didn´t offer us all the possibilities that we´d now like to have. It would have been possible to program the features, but if a professional supplier could provide this, we could also use that.”
So in April 2011 Kirsten Blessing began looking around on the market. Before doing so she clearly defined the requirements for a new system: above all it should strengthen the 1:1 capabilities of the customer approach, permit a higher degree of personalization of the mailings and offer possibilities for developing the dialog after the first contact. ”For example, we want to be in a position to always be able to send our customers relevant information by e-mail or by letter and keep them up to date with exciting offers via scenario-based dialog marketing throughout the Customer Life Cycle,” the Marketing Manager explains. In addition to this, the new solution should be easy to link to the existing CRM system so as to ensure an uncomplicated data exchange.
”We tested out five solutions”, says Kirsten Blessing, ”and Selligent Interactive Marketing scored way ahead in terms of campaign possibilities, usability and interfaces. Selligent Interactive Marketing is not a pure e-mail marketing suite, but rather a tool that combines strategy, mailing, landing pages, evaluation and CRM.” In the future, several departments at Valentins will be working with Selligent Interactive Marketing: the marketing team for planning and supervising the campaigns, the graphics department for designing the mailings and landing pages, and the IT in a supporting role. Therefore ease-of-use is especially important for Kirsten Blessing. The analytical and reporting functions were also quite convincing: ”With this software I can not only track which of my mailings were most successful, but also what particular contents of the mailings triggered the click or the purchase.”
Opening up potentials
Valentins decided in favor of the Selligent suite at the end of May. The implementation is currently being carried out, a process that includes linking the solution to the existing CRM system, where Selligent Interactive Marketing accesses data and to which it also feeds back information on the users’ interactions with the dialog offers. Selligent consultants will then support Kirsten Blessing with shaping the first campaigns and train her and her team on the software. ”Companies like Valentins, which already have experience with e-mail marketing and now wish to implement new ideas, are our favorite customers”, says Franco Paolucci, Director DACH at Selligent. ”They already grasp the potential of our solution for their business during the first presentation, and after the implementation they very quickly achieve a high level of effectiveness.”About Valentins
Since May 2000, Valentins GmbH (www.valentins.de), established in Mörfelden-Walldorf, has become one of Germany’s leading direct flower shippers. Through its unusual logistical system, which avoids the intermediate stations that are otherwise customary for the wholesale and retail trade, the flowers are still especially fresh when they reach the addressee. Valentins was the first supplier in Germany to offer a 7-day freshness guarantee on all flower bouquets. Every Valentins bouquet is hand-tied by florists and delivered exactly the way it is depicted. Deliveries are made nationwide within 24 hours. Numerous test victories and test ratings – such as ”very good” in the magazine Ökotest (2005 Yearbook) – have demonstrate the reliability of Valentins. The assortment includes a seasonal offer of striking flower arrangements as well as original gift ideas like personalized bottles of wine and calendars, helium-filled balloon sets, messages in a bottle and much more. Valentins customers included both individual consumers and corporate clients like American Express, Avon, Debitel, Eurocard, Hewlett Packard, Mobilcom, OTTO, Procter & Gamble, Siemens, T-Mobile and TUI. Since December 2007 Valentins has been a member of the Flower Label Program (FLP), which is active in guaranteeing socially-acceptable and environmentally-friendly flower cultivation in developing countries. Valentins is a subsidiary of Hubert Burda Media.
Selligent is a specialist in Conversion Marketing and Interactive CRM solutions. It offers customer interactions solutions that enable organizations to engage with customers as individuals resulting in increased conversion rates, higher profitability, minimal churn and a superior customer experience over all channels. The company offers a unique approach combining agility, pragmatism, and implication to ensure the success of projects enabling the management of personalized relationships and interactions.
Selligent provides solutions to over 700 customers in industry sectors like financial services, telecommunication, travel, media & publishing, retail, automotive, healthcare, manufacturing…
Selligent has over 150 employees and has recorded in 2010 a turnover of nearly 20 million Euros.
Selligent’s head-office is based in Belgium. Today the company has offices in Belgium, The Netherlands, France, Germany, Italy, Spain and China and covers most European countries via a network of franchises, as well as distribution and integration partners.
"We want to be in a position to always be able to send our customers relevant information by e-mail or by letter and keep them up to date with exciting offers via scenario-based dialog marketing throughout the Customer Life Cycle." Kirsten Blessing
Patricia DuponcheelMarketing Co-ordinator
Tel. : +32 (0)2 808 89 36
Pressroom of Selligent, leader in conversion marketing and interactive CRM solutions. Selligent offers practical and proven solutions for the challenges and opportunities that companies face in transforming themselves into customer-driven organizations. Our customer interaction solutions enable organizations to engage with customers as individuals, resulting in increased conversion rates, higher profitability, minimal churn and a superior customer experience over all channels. Find us on www.selligent.com.