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Client: Trapezo.com
Manage time-sensitive promotions across multiple, on-line sales channels— flawlessly. . . with Trapezo Technology hasn’t changed one basic truth. Companies succeed when they place a premium on customer communications. Compaq knows. As a leader in B2B marketing, Compaq invests millions of dollars annually on customized promotional campaigns to achieve profit, sales, and market share objectives. But if promotions can increase customer loyalty and drive sales, they can also inhibit them—especially when they go wrong. And it’s easy for the coordination of promotions to go wrong when they’re coming fast and furious—one a week—and posting to scores of different customers across a huge network of sites. It’s easy, but unacceptable. Add to the problem an inability to gain valuable customer information on who bought, why they bought and what promotions worked best, and you’ve got the potential for wasted resources and customer discontent. That’s where Compaq was before the Trapezo solution. Before The Trapezo Solution Compaq Computer’s North American E-Business Group has one main objective—to successfully execute e-merchandising and creative programs. One of those programs is called Business Tuesday. Business Tuesday, a time-sensitive promotion that launches every Monday at midnight, is a complex mix of different rebates, promotions and offers relevant to small and medium-sized business accounts. The Business Tuesday program was designed to run across all Compaq sites, including Compaq.com, SMB.Compaq.com and businessadvantage.Compaq.com, as well as partner sites within the Disney Internet Group such as ESPN.com and ABCNews.com. According to Scott Pettit, Compaq’s Senior Manager for North American e-Business Merchandizing, “The Business Tuesday initiative demonstrates Compaq’s commitment to real time communication with our customers, not just on our own Web site, but on our partners’ web sites as well.” Business Tuesday held the promise of reaching a broad spectrum of Compaq’s smb customers on a weekly basis with high-value incentives to buy. But the first time out, coordination across so many sites proved extremely difficult. The promotion failed to hit the mark. Business Tuesday had three major flaws: • Failure to coordinate the changes in information at a specific time with multiple IT organizations • Failure to consistently close the loop so that promotional content was not displayed on sites after the promotion had ended—especially difficult at midnight when the promotion closed • Failure to aggregate the results of promotion performance. Before the next Business Tuesday, the E-Business Group had to find a way to optimize the effectiveness of the promotion. To succeed, Business Tuesday needed: • Integrated promotional content published in real time across multiple sites • Effective replacement of Business Tuesday promotional content with non-promotional content every week • Ability to measure the success of various ad agency creative styles. With additional Business Tuesdays scheduled for immediate roll out, Compaq’s e-marketing group needed a solution. . . . Fast. Scott Pettit, senior manager for NA e-business merchandising wasn’t willing to leave this one to chance. His next Business Tuesday was powered by Trapezo. The Trapezo Solution – Simplicity, Speed, Intelligence. . . The decision to go with Trapezo came on a Thursday afternoon and by the following Monday, Trapezo had completed the operation and turned it back to Compaq. Thanks to Trapezo’s Special Services Team, the next Business Tuesday went off without a hitch. Trapezo helped Compaq’s E-Business Group to: • Integrate content into each destination site either inside or outside the Compaq business network from a single control center with no IT intervention • Publish dynamic marketing content in real time. Pre-configured business rules were automated for campaign management tasks, including when promotions were published and when they expired • Deliver dynamic content • Test multiple offers against each other and provide real time reporting—easily and efficiently • Enable Trapezo to track results across multiple channels and quickly determine which creative teams were the highest performing • Lock the high performing creative down for the duration of the promotion • Achieve the highest return on advertising dollars. “Thanks to Trapezo, our customers have immediate exposure to product changes and aggressive sales promotions and for the first time, our merchandising team is able to stay in control and track our content on third party sites. This means we’re able to react to market changes with virtually no time lag.” Scott Pettit, Compaq Senior Manager for North American e-Business Merchandizing Thanks to Trapezo, every Business Tuesday is now a success.
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