Shulou(Shulou.com)11/24 Report--

In order to achieve a better payment conversion rate, a clothing brand carries out AI intelligent outbound call for its members, notifies the promotion activities and member preferential policies in the early stage of the promotion. Based on AI marketing insight, Yunji Tianhe formulates its launch plan, crowd strategy and speech design, and reaches it through AI outbound calls and hang-up text messages, so that members can more clearly digest preferential policies and significantly improve the conversion rate. Communicate with 15W + store members within 2 days, and the AI outbound call access rate is 10 times higher than that of ordinary SMS messages, reaching millions of GMV.

Case background

Background: a clothing brand hopes to reach the members of the brand in the early stage of 618 (5.30-5.31), notify the promotion activities and preferential policies for new and old members, in order to achieve a sales breakthrough of 618.

About the brand: this is a clothing brand with a long history, especially its high-tech fabrics and excellent product quality, which are recognized by the world. In order to meet the different needs of customers, the brand has launched a range of products including outdoor casual wear, sportswear, off-road and lightweight shoes and accessories. At present, there are a number of physical stores and online stores in China.

Goal: to improve the level of communication with consumers through AI outbound calls, pass on 618 promotional activities and preferential policies to members, achieve a higher access rate, and finally promote the improvement of online stores' GMV (total merchandise sales) and repurchase CVR (conversion rate).

Realization idea

Based on the marketing needs of the brand side, Yunji Tianhe uses AI technology to achieve accurate crowd selection, and formulate differentiated communication strategies, with the help of AI intelligent outbound calls and hang-up text messages, and finally achieve the improvement of payment conversion rate. The implementation process is divided into four steps: determining the release plan, formulating the crowd strategy, communicating the communication design, and matching the on-hook SMS. The application of AI technology has effectively improved the accuracy of marketing and realized the outbreak of 618.

Realization path

With the help of the algorithm model of Yunji Tianhe AI strategy, we output AI tags and crowd packages for the clothing brand, select 15W + store members in a circle, formulate preferential policies for the differentiation of 6 big members, and improve marketing access and marketing effect through AI outbound calls and short messages.

Determine the launch plan: according to the consumption behavior of members, divided into 6 groups of members, according to the crowd division to determine the number of communication is 20 weeks, the average communication cost per customer is less than 0.5 yuan.

Make crowd strategy: based on the crowd division and the purchase behavior of different member groups, provide differential preferential policies for different member groups to achieve accurate access to the scene.

Communication design: set up interactive communication AI, AI automatically identify user answers, and automatically jump to the corresponding speech of the knowledge base; AI knowledge base flexibly adjust speech to promote the communication process.

Touda on-hook SMS: according to different people to hang up SMS touch, consolidate consumer brand impression, re-emphasize the point of interest, guide users to receive rights and interests offer (coupons), participate in promotion activities.

Realize the effect

Use AI outbound calls and on-hook SMS to improve the level of communication with consumers, enable consumers to digest preferential policies more clearly, attract consumers to participate in activities, and significantly improve the conversion rate.

01 communicate with 15W + store members and reach millions of GMV

The access rate of 02 AI outbound calls is 30%, which is 10 times higher than that of SMS delivery in the same period.

03 the touch rate of on-hook SMS is 80%, which is 50% higher than that of on-hook SMS in the same period.

04 the average communication time is more than 1 minute, establish longer communication with consumers, facilitate more information collection, more accurate use of multiple rights and interests, and guide consumer communication.

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