Speaking Engagements: Join us at the CMA Analytics Conference

With the diversification of channels and advent of social media, consumers now have far more control of their environment and their interaction with companies and brands. Consumer engagement beyond traditional channels is no longer effective on its own. Consumers expect companies to know them and to provide solutions and services at key life stages.

On January 18, the Canadian Marketing Association hosts the CMA Analytics Conference at the Metro Toronto Convention Centre. With the theme, Discover the customer behind the data, the conference will explore how analytics support customer engagement though the customer life cycle.

Delvinia CEO Adam Froman and Rupen Seoni, a vice president of Environics Analytics, will be among the day’s speakers.

Thanks to a new partnership that links the AskingCanadians™ survey from Delvinia to the PRIZM segmentation system from Environics Analytics, marketers now can analyze how specific segments of Canadian consumers use social media differently as they become more engaged with a brand. By correlating social media and mobile use to marketplace behaviour, marketers can learn more about the relationship that customers have with a company and its products—from first contemplating a purchase to buying it, reviewing it and telling their friends about it—to better retain their customers.

In their joint presentation, How New Media Use Changes During the Customer Life Cycle, Rupen and Adam will explore their new data integration to provide insights into the interplay between digital media and customer engagement. Based on new research conducted this past fall, they’ll examine which consumers turn into brand advocates based on their social media use. They’ll look at the impact of lifestyle on product engagement. And they’ll chart how the social and mobile media habits of consumers of different lifestyles change as they get to know products better.

During this session, participants will learn:

• The key points during the customer life cycle when media interaction is high—when they research a brand, buy it, review it and tell others about it—and ways to influence positive outcomes
• The lifestyle segments that are most active in engaging with companies and products and how their engagement changes in the buying cycle
• The best practices for understanding and measuring social media use at different stages in the customer life cycle
• Ways to harness the power of brand advocates during the customer life cycle for customer retention
• How viral marketing affects specific customer segments

The conference program also features sessions on customer engagement, geospatial intelligence, and using segmentation and predictive analytics to combat attrition.

Register today!

Manulife Launches Delvinia-Designed Mobile Travel Site and App

Delvinia is the organization engaged to work with Manulife Financial on the design, implementation and unveiling of Manulife’s new CoverMe™ Travel mobile site and CoverMe™ Packing App. Launched December 1, these mobile touch points reflect the brand’s customer focus and the fact that more and more customers are using their smartphones as part of the purchase process.

In fact, according to AskingCanadians™, Delvinia’s proprietary online research panel, 32 per cent of Canadians own a smartphone and 40 per cent of owners report having used their smartphone while shopping.

Experience revealed that a large percentage of purchases made through the
1-800-COVER ME^® phone number are for last-minute emergency travel insurance. The CoverMe Travel mobile site tailors to this behaviour, enabling consumers to purchase travel insurance at the last minute and while they are on-the-go.

“We identified an opportunity for Manulife to satisfy the needs of busy travelers. When we were looking at the analytics, we noticed that a lot of people were coming to CoverMe.com from mobile devices and that number is growing exponentially,” said Steve Mast, President of Delvinia. “We wanted to build on that momentum and the fact that more people are using mobile to buy insurance.”

Manulife’s new mobile site provides an additional valuable service for potential and existing customers and reinforces the message that CoverMe™ has its customers covered – especially on mobile where they’re spending more time. Delvinia designed the site, which is accessible by BlackBerry, iPhone and Android users, for ease of use. Users are guided through the purchase process in a limited number of steps, enabling them to buy the newly created CoverMe Travel Single Trip Emergency Medical plan, in minutes—and while they’re on-the-go.

When it came to designing the travel app, Mast said Delvinia noticed a trend in the data regarding apps that work and those that don’t. “Apps that have longevity and staying power are utility-based apps, apps that help people in their everyday life,” he said.

The CoverMe™ Packing App, available for iPhones, is designed to help travelers with the process of planning and packing for their trips. Users can download the free app to create customized travel packing lists from categories like Important Documents, Clothing, Toiletries, and most importantly Travel Insurance.

Key features of the CoverMe™ Packing App include:

• Creating new packing lists
• Editing customized packing lists
• Accessing the existing catalogue of multiple categorized travel items
• Adding your own items
• Receiving travel packing tips

“Recognizing customers are increasingly looking to use their smartphones to complete online transactions, the new CoverMe Travel mobile site extends our ability to offer affordable coverage whenever and wherever our customers need it,” said Gavin Robinson, Senior Vice President & General Manager, Affinity Markets. “With the CoverMe Packing App, we’re able to improve the travel experience in a new way. By helping customers prepare for their trips, in addition to offering convenient options for the purchase of travel insurance, we hope to ease some of the stress often associated with traveling.”

Delvinia has worked closely with Manulife since 2005, redesigning the company’s award-winning website and launching coverme.com with a focus on increasing the percentage of Manulife’s direct-to-consumer business being conducted online. As a result, Manulife has seen significant growth in its online channel with applications increasing by almost 40 per cent.

To visit Manulife Financial’s new CoverMe™ Travel mobile site, go to m.coverme.com. The CoverMe Packing App is currently available and can be downloaded for free from the iTunes Store.

 

Enhancing the Retail Environment with Digital Media

When Ryerson University announced plans to convert Maple Leaf Gardens into a sports and recreation facility, Delvinia helped the institution identify opportunities to incorporate digital media into the physical space.

We also collaborated with Loblaws, a partner in the redevelopment, to suggest a range of ways for the retailer to enhance the customer experience at its new Carlton and Church location, which opened today.

Using our AskingCanadians™ online panel, we examined the shopping behaviours of consumers who will frequent Loblaws at Maple Leaf Gardens. We asked questions like, who is responsible for shopping? How often do you shop? And, do you use mobile apps to facilitate your grocery shopping?

We discovered that 15 per cent of Canadians already use apps to help them with their shopping and the remaining market is primed to adopt a well-designed mobile app.

In terms of preferences, we found that close to 70 per cent use apps to access coupons, followed by scanning barcodes and sorting the shopping list by aisle.

Given the survey results and our analysis of the types of experiences customers are looking for when shopping, we recommended a number of mobile-friendly apps, including the development of a mobile-friendly site/app with a range of features like a store locator, meal planning ideas/recipes, in-home meal replacement specials, shopping lists with the route mapped out, an aisle locator, digital flyers and coupons, the ability to check parking space availability and a quick link to call a cab.

We also recommended the creation a ‘Going to Loblaws’ app that would enable users to sign-up and invite friends. When the user decided to make a trip to Loblaws, they could send an alert to ‘friends’ within their app network to take orders. Friends could then choose items from the menu, making it more convenient for the runner to pick up groceries.

For the Joe Fresh store, we recommended the installation of a virtual mirror—a touch-screen application with the latest Joe Fresh collection available. The app would enable users to ‘try on’ outfits and send instant pictures to their friends. The application could also increase awareness of the collection and add a fresh and viral element to the retail experience.

Overall, the consultation process achieved the objective of identifying multiple means to enhance the customer experience through the use of digital media.

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