Despite having 40% market share in the mobile space, Samsung NZ’s database had very few mobile customer details, which extended across their entire range of whiteware and brownware. How could Samsung create a direct relationship with customers without upsetting retailers?
We used sophisticated psychographic analysis to create key customer personas, insight gaps and propensity modelling, then used tailored targeting and personalised lead nurture messages to create a new, improved CRM programme. New Zealand is now outperforming all other subsidiaries in the SEA region, achieving no. 1 for click-through rates and no.2 for open rates.