Bisley Case Study
The Client
Bisley is a B2B Office Equipment supplier founded by Freddy Brown in 1931. Leading Europe’s manufacture of steel storage, Bisley has over 700 employees across the globe at either the manufacturing site in Newport, Wales, or one of their ten offices in Europe, North America, and Dubai.
Bisley’s typical customer base is large companies who buy their products in large quantities; clients include the NHS and Sainsbury’s. However, they were looking to compete in the emerging SMB market.
Bisley recently launched an online shop to target this market where customers are able to buy single units.
The Plan
The Carbon Spark team was tasked with presenting advice on approaches for ensuring quality digital customer experience for loyal/engaged customers within the SMB customer segment to the Bisley Senior Management Team.
- Provide an overview of the chosen key customer segment.
- Assess the level of digital marketing maturity displayed to their loyal/engaged customer within the chosen segment.
- Develop a strategy to improve the target segment’s digital experience. Accompanied by a resource plan to efficiently deliver the strategy.
The Analysis
1.The Briefing
We aimed to achieve the following within the briefing:
- Define the demographics of our customer segment.
- Benchmark Bisley’s digital maturity.
- Identify pre-purchase, purchase and post purchase touchpoints.
Overview of the chosen customer segment
Utilising several datasets, we concluded our target customer within this segment is a business owner between the ages of 45 and 55, educated to an A-level or equivalent level, and an organisation size of 1-10 employees.
Level of digital marketing maturity
Digital marketing maturity refers to the level of digital marketing practice within the company. We discovered a lack of core skills and poorly managed paid-Owned-Earned media attribution due to depleted resources to implement the necessary changes. We categorised Bisley at stage 2 out of 5 on the Smart Insights Digital Marketing Capability Benchmark.
Characteristics of SMB loyal/engaged customers
Demographics
Google Analytics assisted in gathering quantitative research data. To gain qualitative insight into Bisley’s loyal customers’ lives, we sent a questionnaire out via email to 30 loyal customers within the target segment. In return for completing the survey, each customer would receive a £15 voucher to use on selected items unique to each customer’s likes. The personalised discount is based on previous product purchases to increase incentive and response rate. The survey received 13 responses.
Email was our channel of choice because research concluded that this particular age group’s preferred communication channel.
Digital Behaviour
To segment digital behaviour, we set up a new group in google Analytics, filtering users who had greater than one session and greater than one transaction within the last 90 days.
Segmenting the loyal customer helped us discover that the average time spent on the ‘Filing cabinet’ section was double that of a regular user. We also found that a customer with at least one purchase was 9% more likely to checkout than a regular user.
Pre-purchase, purchase and post purchase touchpoints
We identified the following touchpoints during the Bisley customer journey
Newsletter
With the average email opt-in rate being 1.95%, merely enrolling on the Newsletter is a sign of trust that you will only use their email for the specified purposes and not sell their information. Those who register to the Newsletter show direct engagement with the brand, trusting the content they provide brings them value.
Purchased Item
The point of transaction is the most significant sign of trust due to many consumers being sceptical about electronic commerce mechanisms. Therefore by completing a transaction, the customer has faith that they will deliver the product and keep their sensitive information safe.
Submitted a product review
Product reviews are crucial to earning a customer’s trust since 90% of consumers read just ten reviews or fewer before they feel that they can trust a business, therefore impacting the cycle of establishing trust with others.
The Report
01. Create a dashboard using relevant data and analytics previously indentified, and demonstrate the current digital experience of the loyal/engaged customers in the key segment.
02. Recommend two digital objectives for improving the quality of the experience for loyal/engaged customers, justifying how these objectives will result in an increase in business.
03. Identify best practice across a range of market sectors in delivering digital experience for loyal/engaged customers that could be applied to the key customer segment.
Analytics to measure effectiveness of digital experience
We detailed a number of tools such as Google Analytics and Online Surveys to effectively measure and understand the digital experience for the target segment.
Including how to determine the Customer Loyalty for each platform and the limitations.
The following Analytics dashboard consisting of highly relevant metrics was created that to help Bisley identify the change in quality of digital experience.
Best Practices for Delivering Digital Experience
We dove deep into:
- Microsoft’s Xbox Live and Kinect Early-access program
- Annmarie Skin Care Rewards Program
- Spotify’s Personalised Experience
Digital objectives for improving quality of the digital experience
The following Analytics dashboard consisting of highly relevant metrics was created that to help Bisley identify the change in quality of digital experience.
We assigned two objectives based on the SMART objective model to Bisley, which we then evaluated using the Suitability, Acceptability and Feasibility (SAF) model.
01. Increase the number of returning customers by 1 5% via autonomous product recommendation system based on a customer’s previous purchases and engagements by [Insert date] (SMART objective A)
02. Improve the digital experience by 15% for loyal customers by increasing incentive to engage through a tier based rewards program by [Insert date] (SMART objective B)
The Strategy
We aimed to achieve the following within the Strategy
- Outline a potential strategy for the improvement of the digital experience for loyal customers in the key segment, which will meet the recommended objectives.
- Recommend, with justification, a comprehensive and integrated plan to deliver the strategy.
Strategy for improving target segment digital experience
We developed a three part strategy to achieve the two objectives.
- Increasing data collection on buying habits to meet objective A, customers must be informed about this increased data collection or the opposite effect could incur.
- Introduce a personalised loyalty program such as Annemarie’s
- Increase opportunity to convert and retain loyal customers by remarketing carefully selected products which align with the buyers persona, delivered via a relevant and engaging channel.
Plan to deliver strategy
Tactics
We formed a detailed list of tactics and actions to undertake in order to complete the strategy.
Resource requirements
We used the 5M’s of Marketing as a framework to identify the resources requires for the strategy. This included the following Gantt chart implementation timeframe.
The Results
132%
Increase in loyal customers
71%
Increase in Average Checkout Value
42.6%
Increase in NPS Score
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