Most manufactured consumer products are sold through third-party retail platforms like Amazon or eBay. Brands do not have direct access to their end-user customer data. Jabra, an audio equipment manufacturer, uses an innovative approach to post-purchase journeys that demonstrates the bridge to close this manufacturer-to-end-user data gap. In doing so, they have unlocked insights and driven incremental revenue growth through marketing automation powered by Optimove. This case study unveils how brands can turn direct end-user connections into opportunities for engagement and growth.
The Big Picture:
Manufacturers of consumer brands face challenges in capturing end-user data and fostering loyalty when purchases occur through third-party platforms.
Jabra’s post-purchase journey strategy highlights the importance of personalized interactions in bridging this gap.
Leveraging end-user data and targeted communications can drive engagement and revenue growth.
Turning blind spots into opportunities for engagement and growth is crucial for navigating modern marketing landscapes.
When consumers purchase on marketplace platforms such as Amazon or eBay instead of directly from the manufacturing brand (DTC), they do not register on the brand’s radar, becoming a marketing blind spot.
Jabra, an audio and communication solutions leader, faced this challenge shared by numerous consumer brands. At Connect 2024, Optimove’s user conference, Paul Sephton, Head of Brand Communications at Jabra, addressed this issue and explored the transformative potential of a solution: the post-purchase customer journey.
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“You could be a ghost to us”
According to Sephton, just 7% of Jabra sales are direct, leaving the brand with smaller profit margins and a lack of valuable customer data and insights provided to the brand. “When you buy from this third-party platform, you could be a ghost to us,” he said.
As a result, Jabra missed out on the opportunity to provide exceptional customer service experiences, gather feedback, and build rapport with their customers. Ultimately, the inability to engage directly with customers diminishes the brand’s capacity to create meaningful connections and cultivate long-term relationships with its audience.
Phase 1: “We have one shot to bring you into our world”
Jabra embarked on a quest to capture these elusive customers, gathering data and initiating engagement to forge enduring relationships, cultivate loyalty, and enhance upselling opportunities.
Jabra harnessed the initial interaction between the product and the consumer post-purchase – the product itself. They extended an invitation to consumers to download their app, register their product, and unlock two years of extended warranty.
Twenty-five percent (25%) of customers, primarily from indirect purchases, opted to register, with 78% consenting to marketing permissions. This provided a gateway to cross-selling opportunities, signaling a promising avenue for expanding the brand’s reach and maximizing customer engagement.
Phase 2: “Drive a better customer experience”
Once registered, Jabra initiated the post-purchase journey. The brand started delivering value through targeted communications, nurturing the relationship, and driving mutual benefit. Leveraging smart CRM Marketing rooted in Customer-Led Marketing, Jabra delivered personalized experiences that drive engagement and enhanced customer satisfaction by guiding consumers to maximize their product experience.
Subsequently, Jabra doubled down on understanding their users and uncovering their preferences and needs, facilitated by insights gleaned from the purchased product. With this foundation in place, they were in a better position to deliver tailored experiences and foster long-lasting customer relationships.
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Phase 3: “With Optimove, we created a powerhouse of automations”
Empowered by Optimove’s Self-Optimizing Journey ability to orchestrate hundreds of micro-moments, providing each customer with a personalized customer-led journey, Jabra embarked on a journey of anticipation, striving to predict and deliver precisely what their customers desired next.
“Our goal is to run as much automation as possible and have an environment where we can target consumers with campaigns each day and get a lot of value from them over a long period of time,” Sephton said.
With Optimove’s Self-Optimizing Journeys, marketers can offer each individual customer the most adequate journey that suits them. Self-Optimizing Journeys take into account the history of each customer’s interaction with the brand and calculate the expected increase in lifetime value of serving each campaign, or none at all, to every eligible customer.
Jabra continued to optimize and enhance customer experiences through additional information or suggesting complementary accessories, aiming to elevate satisfaction and foster lasting engagement.
This strategic approach resulted in an uptick of $3.5 per user over the following 12 months after establishing contact, significant across hundreds of thousands of customers. It also improved Jabra’s NPS score (Net Promoter Score) by 50%, creating more satisfied customers ready to endorse the brand.
Turn a blind spot into a hot spot
Jabra’s experience highlights the impact of Post-Purchase Journeys in navigating the challenges of a marketplace-driven ecosystem. By leveraging innovative strategies to capture customer data and initiate personalized interactions, Jabra bridged the gap between marketplace transactions and direct engagement, fostering enduring relationships and driving incremental revenue growth.
Rob Wyse is Senior Director of Communications at Optimove.
As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.
