Another Honor | Webpower Wins the "Best SCRM Product Award" at the 4th Unique Awards!
As early spring of 2023 arrives, the list of winning cases for the 4th Extraordinary Award is officially announced. Webpower has once again won an award!
Webpower's submitted case "Technogym SCRM Member Center, 3 Tips to Greatly Increase High-Value Prospects" has won the 4th Unique Awards Extraordinary Award for "Best SCRM Product".
This is Webpower's third consecutive year participating in the Unique Awards "Extraordinary Award" case solicitation event, and once again winning! After more than two months of case solicitation phase and more than one month of case scoring phase, the Extraordinary Award organizing committee has reached the moment of award list announcement, informing us that the submitted case "Technogym SCRM Member Center, 3 Tips to Greatly Increase High-Value Prospects" has won the 4th Unique Awards Extraordinary Award's "Best SCRM Product Award"!
Hundreds of case submissions, 88 awards.
This year's Extraordinary Award received hundreds of case submissions. From the industries represented by these cases, it covers 2C fields such as beauty, clothing, automotive, daily chemicals, home appliances, food, as well as 2B fields such as enterprise services, B2B, manufacturing, and agriculture. From the products or services showcased in the cases, it involves business scenarios like marketing, retail, sales, operations, service, and experience. Additionally, this year's Extraordinary Award introduced for the first time an award category for overseas business cases, gaining support from numerous overseas enterprise service companies.
The strongest case evaluation, with a panel of 100 judges.
Each year, the Extraordinary Award invites industry experts to serve as judges, using online scoring methods to help the organizing committee select the final winning cases. This year, the judging panel has grown to a scale of 100 members. The judges are all chairmen, CEOs, senior executives, and experienced professionals from publicly listed companies, brand enterprises, investment institutions, and service providers. The high-quality judging panel safeguards the Extraordinary Award, completing our scoring and selection of outstanding cases with high standards and stringent requirements.
Technogym SCRM Member Center
1.Project Background
Technogym, founded in 1983, has 14 subsidiaries worldwide, spread across Europe, the Americas, Asia, the Middle East, and Australia. Over 65,000 fitness centers globally have chosen Technogym; 100,000 homes are equipped with Technogym fitness equipment. In addition to collaborating with numerous international teams, Technogym has been the official equipment supplier for the 2000 Sydney Olympics, 2004 Athens Olympics, 2006 Turin Winter Olympics, 2008 Beijing Olympics, and 2012 London Olympics. As a renowned fitness equipment brand from Italy, it has always been acclaimed as the "Ferrari of fitness equipment."
2.Project Challenges
– The unit price of Technogym fitness equipment is generally in the tens of thousands of yuan. High unit prices require higher quality B2C marketing touchpoints;
– Since entering China, Technogym has been trying to integrate into local consumption scenarios, and currently the engagement through social media, primarily WeChat, needs to be improved;
– There is an urgent need to create an online-to-offline marketing loop, to convert social media traffic into revenue.
3.Solutions
Part 1: Development of a Dedicated Mini Program
– The mini program is developed with a focus on existing customer service, featuring four key buttons on the homepage to filter high-intent users;
– By clicking the buttons, new users are guided to register accounts and existing customers to log in, creating a unique identity ID, which facilitates user insights;
– Based on audience viewing logic, sections for popular product recommendations, product descriptions, and brand stories are designed to make it easier for users to discover new products and complete initial online product selection, thereby creating a user marketing scenario on the WeChat social platform.
Part 2: Construction of the Dmartech Marketing Automation Member Center
– Personalized action buttons connect the Member Center through Webpower's marketing automation platform, Dmartech, uploading valid user data to the data center to create a WeChat user data pool;
– By using personalized tag buttons such as dedicated customer service and after-sales service, existing customers and potential customers are differentiated. Combined with Dmartech, this forms WeChat user profiles and completes user insights;
– Dedicated customer service provides targeted guidance to corporate WeChat, building a brand's private traffic pool. This approach funnels online WeChat users to offline stores, creating high-quality sales scenarios.
4.Project Highlights
1.Developed a dedicated mini program for Technogym, with a personalized mini program menu to create an optimal online engagement scenario on WeChat.
2.Dmartech constructs a dedicated data center for the brand's WeChat end, enhancing user profiling within the WeChat social context and building a proprietary private traffic pool;
3.Facilitated the conversion of online prospects into offline customers, resulting in a significant increase in high-value leads. This boosted high-quality communication opportunities and improved the sales conversion rate.
In the future, Webpower will continue to collaborate with brand clients, continually upgrading product capabilities and deepening marketing services to build sustainable marketing competitiveness for brands!
