1. Becky Ducsik
US eCommerce Manager
`
Xerox Direct

2. Xerox Corporation

3. Xerox Direct eCommerce
+
Product Ink

4. Xerox Direct eCommerce
UX Design
Application
Sales
Dev
Demand Xerox
Content
Gen Direct
Customer
Operations
Marketing
Analytics

5. Xerox Direct eCommerce

6. Generate Demand

7. Customer Retention

8. Lifecycle Marketing Plan

9. A Simple Lifecycle Plan
Purchase Buy Replace
Equipment Supplies Hardware

10. Message A: Equipment Purchase
Subject: Welcome to Xerox Direct

11. Message B: Equipment Purchase
Subject: Thank you for your purchase. Now let's hear it.

12. Message B: Equipment Purchase
Subject: Thank you for your purchase. Now let's hear it.

13. Additional Opportunities
• Data mine to determine products that are
most frequently purchased together.
• Promote ‘like’ products to customers as an
added service, while driving your attach rate
and value.

14. A Simple Lifecycle Plan
Purchase Buy Replace
Equipment Supplies Hardware

15. Message A: Buy Supplies
Subject: New Cost Savings Series + Save 10%

16. Message B: Buy Supplies
Subject: Free ground shipping on your next order

17. Message A: Buy Supplies
Subject: Free ground shipping on your next order

18. Supplies Retention

19. Additional Opportunities
Last Order: June 2011 • Winback
1500
campaign
Emails Sent
1000
500
• Trigger messages
0 based on average
Sept
90D
Oct
120D
Nov
150D
Dec
180D
Jan
210D order frequency –
at the product OR
Last Order: June 2011
customer level.
25%
20% • Trigger messages
Open Rate
15%
10% based on
5%
0% customer loyalty
Sept
90D
Oct
120D
Nov
150D
Dec
180D
Jan
210D points.

20. A Simple Lifecycle Plan
Purchase Buy Replace
Equipment Supplies Hardware

21. Gather the Data
Owned the product
for least 6 years
Own a Phaser 8500
Print high quality
Buy SKU color documents
108R00669
Frequency and
Average monthly
value of supplies
print volume
orders

22. Message A: Upgrade Equipment
Subject line: Save instantly on a top-selling color printer

23. Message B: Upgrade Equipment
Subject line: Solid ink color printer as low as $349

24. Message C: Upgrade Equipment
Subject: Free shipping on ink, toner and printers - limited time

25. Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10
Jul-10
Aug-10
Sep-10
Oct-10
Nov-10
Dec-10
Jan-11
Feb-11
Mar-11
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Equipment Sales
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12

26. Key Learnings
Customer
Order
History
Simple
Product
Lifecycle
Information
Plan
Customer
Retention

27. `