Becky Ducsik
US eCommerce Manager
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Xerox Direct

Xerox Corporation

Xerox Direct eCommerce
+
Product Ink

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

Xerox Direct eCommerce

Generate Demand

Customer Retention

Lifecycle Marketing Plan

A Simple Lifecycle Plan
Purchase Buy Replace
Equipment Supplies Hardware

Message A: Equipment Purchase
Subject: Welcome to Xerox Direct

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

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

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.

A Simple Lifecycle Plan
Purchase Buy Replace
Equipment Supplies Hardware

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

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

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

Supplies Retention

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.

A Simple Lifecycle Plan
Purchase Buy Replace
Equipment Supplies Hardware

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

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

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

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

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

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

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