MX Global CRM
CRM STRATEGY / CONTENT CREATION AND PRODUCTION / OPERATIONS AND ANALYSIS
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C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
CRM is your key to
furthering meaningful
customer connections
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C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
Through creativity
and intelligence,
we stop talking at you,
and start talking with you…
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C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
Opening a world of
new opportunities for Samsung
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We are experiencing �a paradigm shift
in the perception of CRM
C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
MX GLOBAL CRM RFP | Emerging CRM trends
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To
multi-channel, bi-directional conversations powered by data and technology
C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
MX GLOBAL CRM RFP | Emerging CRM trends
From
One-directional communication
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Pre-order
Sample email, WhatsApp and RCS touches
C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
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Insight
Highest purchase
propensity with �timed offers
Visit & Order daily trend during Jan-Jun.2024 (AA)
Channel portion for Order by Pre-order, Launch, and Sustenance (AA)
Data WIP
Data WIP
S24 Order & Conv.% daily trend
(Data source: Adobe Analytics 18.Jan to 30.Jan)
Average Push Click%
(Data source: Hybris SEAO 18.Jan to 30 Jan)
Avg. Gap EDM Delivery & Open
(Data source: ??)
18%
1.8?
CR%
Orders
Jan ‘24
Day
Orders
Galaxy S24 eStore orders and CR% trend PO period
From Pre-order 18.Jan to 31.Jan 2024
(Data source Adobe Analytics SEAO)
Average push click%
(Data source: GCDM Hybris SEAO 18.Jan to 30 Jan)
Timeline of customers who open their emails
(Data source: GCDM Hybris SEAO based on four campaigns in 2023)
18%
click
2–3
25% of customers open their email in 2-3 days
First 3 days
Last 3 days
80%
Total orders
during PO
Although 60% of customers who open emails open it on the blast date, 25% open their emails 2-3 days later
Timeline of customers who
opens emails
GCDM Data: Based on 4 campaigns in 2023
C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
MX GLOBAL CRM RFP | Highest purchase propensity with timed offers
The first three days account for 80% of pre-orders, with conversion rates peaking again in the last three days due to expiring offers.
Timely reminders are crucial for retention audiences, as EDM / Push has limitations due to 25% of customers opening their emails
two-three days later; and at times, push notification coverage is limited to only 18% of targeted audience
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Look Back
Web Push
Est 12% Orders
Personalized loyalty offer testing
Audience segments
(e.g. fence-sitter, high propensity, non reserved)
Email- Reserved T1
8.6% Conv rate when offer placed at top positively contributed to 49% PO conversion
RCS
Creative format learning
SMS/MMS
CTA
Source: MST Global S23, SEDA CRM GTM Q6B6 Report
App Push
Social
Site
MSG App
Creative message learning
Email- Non-Reserved
Hero
(H/R offer)
Countdown
Benefits
Support
(Personalized based on FF H/R data)
CTA
Email- Reserved T2
CTA
Hero
(H/R offer)
Countdown
Benefits
Support
(Personalized based on FF H/R data)
CTA
Accessories
(Eco)
#1 keyword research in PO (Accessories, cases)
CTA
Hero
Countdown
Offer
Comparison
44.2% comparison mentions in 1W after UNPK
Site
Site: FF H/R personalization
(Reserved)
FF H/R personalization prompting visitors to claim exclusive offer
(Non-reserved)
Galaxy AI benefits and generic offer
Est 8% Orders
Est. 28% Orders
Email: PO T1
RCS
Countdown
Offer 1:
Bundle & Save
Comparison
Offer 2:
$$ off
CTA
Benchmark
0.04% CTR
Image
Option 1
Option 2
Option 2
Carousel (Video)
CTA
Benchmark
90% opened within 15 minutes
Est. 80% conv rate
3-7X CTR than rich SMS
C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
Core
Test and learn
MX GLOBAL CRM RFP | Connected creative system with platform best practices, designed to deliver personalized omnichannel communication
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C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
Immediately after Unpacked, we want the world to see Samsung’s pioneering design, products and capabilities. So we’ll use attention-grabbing subject lines, copy with strong CTAs that drive urgency and accompanying bold visuals that emphasize the “NEWNESS” of the latest devices.
Pre-order with authentic personalization
tailored to encite urgency
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MX GLOBAL CRM RFP | Pre-order - Urgency and strong CTA designed to promote pre-order with limited-time offers
Creative execution
Exclusive emails
First-look emails will continue to build interest.
SL: [NAME], Galaxy S24 Series is live 💥
PH: Be the first to save on Galaxy AI 👏
C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
The Operating System: | Pre-teaser | Teaser | Pre-order | Launch | Onboarding and PPX |
Creative example
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C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
The Operating System: | Pre-teaser | Teaser | Pre-order | Launch | Onboarding and PPX |
Creative execution
Product pushes
Drive urgency to convert with personalized offers and strong CTA �to promote pre-order.
MX GLOBAL CRM RFP | Pre-order - Maximize sales conversion with personalized reminders in top performing channels
•Push is top visits-and-order driving channel during pre-order, with strong CTR performance (0.75%. Source: SEDA B6Q6)
•Easy-to-read offer with product image structured in clear hierarchy delivers stronger performance (2%-7.6% CTR)
Creative examples
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C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
The Operating System: | Pre-teaser | Teaser | Pre-order | Launch | Onboarding and PPX |
Creative execution
interaction
This platform empowers Samsung to initiate dialogue with our audience.
MX GLOBAL CRM RFP | Pre-order - Channel expansion to drive consideration on WhatsApp
Creative examples
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The Operating System: | Pre-teaser | Teaser | Pre-order | Launch | Onboarding and PPX |
Creative execution
RCS conversations
RCS provides another outlet to reach Samsung’s retention audiences and acts as an important channel expansion strategy.
MX GLOBAL CRM RFP | Pre-order - Channel expansion to test and learn on RCS
Source: Sinch, Meltwater
Creative example
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MX GLOBAL CRM RFP | Launch : Omnichannel campaign with increasing precision and personalization as more customer data � is collected for retargeting experiences
C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
Touch 0
Customer has not received any content from Samsung.
Touch 1
Customer receives email, push and RCS and engages with the Photo Assist feature, which drives them to the Photo Assist page on S.com
Touch 2
After expressing interest in Photo Assist, customer receives targeted email with a photography, offer and comparison messaging. This drives customer to put phone in cart on S.com, but they abandon cart.
Touch 3
After cart abandonment, customer receives social retargeting ad and email with offer in top module but modules below are still photography based.
Creative examples
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C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
We use referrals and reviews to reassure customers, ignite excitement and encourage exploration of their new devices and our Samsung ecosystem. Through continued, personalized CRM efforts, we keep loyalty and curiosity top of mind. And by leveraging lookalike models, we’re able to target like-minded shoppers.
Sustainable content that
inspires interest and attention
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C H E I L X S A M S U N G M X G L O B A L C R M R F P | A U G 2 0 2 4
Pre-teaser/Teaser
Pre-order
Launch
Creative summary
By merging human creativity with the �latest tech innovations, we’re crafting CRM experiences with the performance and �scale to impact flagship sales.
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Thank you!
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