How to Make It Convenient for Both Brand and Buyer

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There are situations when the success or failure of a promotional campaign does not depend on its terms at all. The larger the organizer and the larger the campaign, the more likely it is that its participant will be dissatisfied. And perhaps his dissatisfaction will be shared by the managers of the organizing company.

I will illustrate my idea with an example of the all-Russian Electrolux cashback campaign . To participate in it and receive payment, you need to register on a special website after purchasing the brand's equipment. Until recently, the company's usual practice was to create a separate landing page for each campaign, which was closed after the campaign was held.

The complexity of the cashback campaign is, firstly, its federal scale, that is, a huge number of applications, and secondly, that by law, in order to receive a payment, the user must enter quite a lot of data - both about the purchase and about themselves. Previously, in such a situation, all questionnaires and applications were checked manually, chinese overseas asia database which took a lot of time and effort. It is easy to imagine how all these difficulties and delays in payments pleased customers. And the brand managers - given that Electrolux holds many promotions throughout the year.

Having started working with the brand in April 2017, we proposed a solution in line with modern global practice – instead of creating one-off landing pages for each promotion, we created a single universal portal with a built-in CRM system for conducting all Electrolux advertising campaigns.

Similar solutions are actively used in the West - according to researchers , in Europe about 35-40% of companies already use CRM products on their websites, and in the US - more than 90%. In Russia, this segment is also growing - in 2019, according to a study by the Institute of Entrepreneurship Issues and J'son & Partners Consulting , the number of Russian companies that implemented CRM increased from 14% to 17%.