Direct Marketing and Customer Relationship
Calvin Klein Brazil
Calvin Klein Brazil did not have a segmented communication for its customer base. The scenario was email marketing with generic promotions content for its entire base.
A survey showed that the perception of the brand in Brazil, was that there was no news in stores and that, despite being synonymous with quality, status and luxury items, the stores in the country presented basic clothing of T-shirts, shirts and jeans.
Based on that, we developed a customer relationship strategy divided into;
1- relevant content
2 - segmentation based on customers' buying habits
All the impacts create a Calvin Klein experience, using the brand's tone of voice, and communication aligned with the current collection.
Study of the project
Impactos de conteúdo
E-mail new collection
Segmented by gender, it is the gateway to the Calvin Klein collection. Where the consumer will know what to expect, arousing curiosities and connections.
Segmentation
Email content #1 - complete look
After purchasing a piece, the consumer will receive tips and suggestions of pieces that, not only put together a complete outfit, are all about the CK attitude.
A discount will be offered on the purchase of any of the pieces presented, which gives the consumer a sense of exclusivity.
