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    The Emarsys component: CEC-EMA

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    1. Emarsys
    2. Tactics
    3. Mercaux

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    Mercaux - Win Back Inactive Customers
    Güncellenme

    This Partner Tactic allows you to engage your high-value customers (e.g. with Gold and Platinum buyer statuses) who are newly classified as inactive (based on their lifecycle stage), directly by a personal contact from their preferred store (or preferred sales associate or personal shopper) with a personalized invitation.

    It supports the Revenue objective by contributing to the following strategies:

    • Reduce Customer Churn
    • Drive Store Sales
    • Increase Active Customer Revenue
    • Increase Premium Customer Revenue

    This Tactic was created for clients using the Mercaux partner-integration for in-store behavior activities. The Webhook node is used for communication with the Mercaux solution. If you would like to learn more about the partner integration with Mercaux, see Mercaux.

    Channels

    • Webhook (Task for Store or Sales Associate, e.g., WhatsApp)
    • Email

    Basic workflow

    1. The program filters for inactive customers (Smart Insight customer lifecycle stage) each day.
    2. Contacts continue their journey on different paths based on their preferences and buyer status:
      • For customers who have a preferred store (or preferred sales associate or personal shopper) AND their buyer status is either Gold or Platinum (Smart Insight), a Mercaux Task (Webhook) will be created for the sales associates in the preferred store to have a personalized communication with the customer (it can be for example: via WhatsApp, SMS or a video call).
      • Customers with a different buyer status receive an email with a voucher and product recommendations.
    3. Contacts who didn't make a purchase in the last <X> days receive a reminder email.

    Automation Center program

    This is how the Webhook and email variant of this program looks:

    Activating the Tactic

    Prerequisites

    • Mercaux integration setup
    • You need to be a Mercaux client and enable the public API endpoint
    • Email campaigns
    • Personalization tokens
    • Create the Webhook node preset manually in your account

    Steps

    1. Create the email campaigns.
    2. Check and update the Wait node settings if needed.
    3. Double-click the Webhook node and select the required configuration preset (including Mercaux API key).

    Configuration in Mercaux will be handled by your Technical Contact Manager upon agreement.

    1. Activate the program.

    Creating the Webhook node preset

    You need to create the Webhook node preset manually in your account.

    For more information, see Creating a Webhook node preset.

    1. Configure the connection.
    2. Define the required data key-value pairs.

    Here is an example Webhook node preset:

    1. Optionally, test the connection and authentication, then preview the data sent by the node.
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