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1. Key products

Company: OWEN is a leading fashion brand in Vietnam specializing in men's office and casual wear.

Key Products:
Office wear: High-quality dress shirts, trousers, and blazers designed for a professional look.
Casual wear: Polo shirts, t-shirts, and jeans for everyday comfort and style.
Accessories: Ties, belts, and other fashion items that complement the main clothing line.

2. Customer segments

Office professionals: Men aged 25-50, seeking high-quality and fashionable attire for work.
Young adults: Males aged 18-25, looking for trendy and versatile clothing for both work and social events.

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Part 3: Communication rules (ZNS + Email Marketing)

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Part 3: Communication rules (ZNS + Email Marketing)

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Company: The Coffee House, a popular Vietnamese coffee chain, offers a high-quality, community-focused café experience. With locations across major Vietnamese cities, it combines premium coffee, a modern ambiance, and locally sourced drinks and snacks, attracting customers seeking both quality and a social atmosphere.

Key Products:

Coffee and Tea: The Coffee House specializes in a range of Vietnamese-inspired coffee options, including classics like Cà Phê Sữa Đá (Vietnamese iced milk coffee) and Cà Phê Đen Đá (black iced coffee), as well as cold brews and modern espresso-based drinks like lattes and cappuccinos. They also offer a curated selection of teas and signature drinks, such as Matcha Lattes and Bubble Tea.

Bakery and Pastries: The bakery menu includes pastries, cakes, and seasonal items. Products are chosen to complement the beverages and create a complete café experience.

Merchandise and Ready-to-Drink Options: The Coffee House also offers branded merchandise, including coffee beans, reusable cups, and home-brewing equipment, allowing customers to recreate the experience at home.

Customer Segments:

Young Professionals (20-35 years): Typically, urban, tech-savvy individuals who value premium coffee, comfortable workspaces, and free Wi-Fi.

Social Gatherers (18-30 years): Often students and young adults looking for trendy spaces to meet friends, with an interest in Instagram-worthy settings and seasonal drinks.

Loyal Coffee Drinkers (25-50 years): Regular customers who appreciate consistent quality, unique Vietnamese flavors, and a personalized experience. Many participate in The Coffee House’s loyalty program for exclusive offers.

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1. Key products/ customer segments:

BOO’s product lineup and customer segments are strategically aligned with the growing demand for unique, customizable fashion. Key products and segments include:

Customizable Apparel: BOO’s primary offerings include customizable shirts, where customers can create personal designs featuring unique characters or themes. This product line caters to those who value self-expression and desire one-of-a-kind clothing.

Iron-On Patches and Stickers: BOO offers fabric iron-on patches and stickers that complement its apparel, allowing customers to enhance and personalize their outfits further. These patches are especially popular among younger customers who enjoy collecting and swapping designs.

Youth Segment (18-24 years old): This group is highly engaged in social media and fashion trends, seeking unique ways to express individuality. They are attracted to BOO's customizable features and vibrant, character-based designs. Price sensitivity is a consideration, so promotions and discounts are effective for this group.

Young Professionals (25-35 years old): These customers appreciate quality and distinctive design, often looking for products that reflect their personal style. They are more likely to value sustainable and high-quality materials, making BOO’s commitment to quality a key selling point for this segment.

Collectors and Customization Enthusiasts: BOO appeals to a niche of customers who enjoy collecting customized or limited-edition fashion pieces. These individuals are often repeat buyers, drawn by BOO's exclusive patches and new product launches, and are likely to become brand advocates.

Each segment's distinct preferences allow BOO to tailor its marketing, emphasizing personalization and community, where customers can create and showcase their unique designs.

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Developing a Contact Strategy Using Marketing Automation

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Developing a Contact Strategy Using Marketing Automation

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1. Identify

Key products: eco-friendly drinking straws crafted from natural materials like grass, rice, coconut, sugarcane, and coffee.

Customer Segments:

- Demographics:

+ Age: Young adults and middle-aged consumers.

+ Gender: Both male and female.

+ Income: Medium to high-income.

+ Occupation: Including professionals, business owners, especially in the cafes, restaurants, and bars sector.

- Demographics:

+ Major metropolitan and urban areas.

- Geographics

+ Consumers who consistently value sustainability; they are willing to pay more for products aligned with environmentally conscious values.

+ Business owners who aim to build sustainable, environmentally sound business values.

- Psychographics:

+ Lifestyle: Health-conscious and environmentally aware, often engaged in lifestyles that prioritize sustainability

+ Values and Beliefs: Strongly value sustainability, reducing plastic use, and promoting greener lifestyles. They tend to support causes that involve environmental protection and social responsibility.

+ Interests: Often interested in eco-friendly solutions, sustainability initiatives, and brands with strong corporate social responsibility (CSR).

2. Customer lifecycle stages

3. Set communication rules

a, Identify automation channels:

Email is the most popular automation channel, allowing businesses to send detailed and highly personalized messages to each customer. Email is also an effective tool for providing product information, educating customers, or sending promotional notifications.

The Application of Email in Equo's Contact Strategy:

New Customer Onboarding: When a new customer signs up for an account, Equo sends a series of welcome emails that introduce the company’s eco-friendly products, brand story, and sustainability values. These emails might include details about each sustainable material, such as bagasse, bamboo, or seagrass, to help customers understand the benefits and features of the product.

Eg, “Chào mừng đến với cộng đồng xanh Equo! Hãy cùng khám phá cách chúng ta bảo vệ hành tinh qua mỗi ống hút bạn sử dụng.”

Update new products and promotions: Equo can send emails introducing new products like cornstarch bags or coconut cutlery. When there are promotions like discounts, vouchers for future purchases, or special offers for loyal customers, email is an effective channel to reach customers.

Eg,  “Giảm 20% toàn bộ dòng sản phẩm mới làm từ tre – chỉ trong tuần này!”

Loyalty program: To retain loyal customers, Equo can set up a loyalty program, in which customers receive points after each purchase and can redeem them for incentives. Through email, Equo can update accumulated points, remind customers to use points to receive incentives or participate in programs reserved for VIP customers.

Eg,  “Bạn đã tích lũy được 50 điểm – Đủ để nhận giảm giá 10% cho lần mua tiếp theo!”

Shopee a powerful automation channel that helps businesses reach customers efficiently and save time. On the Shopee platform, equo can optimize customer communication, providing detailed and personalized information, thereby helping businesses build strong consumer relationships.

Equo's chatbot can automatically answer frequently asked questions about products, such as information about bamboo or bagasse materials, instructions for use, preservation procedures, and return policies.

When customers enter a store or initiate a conversation, chatbots can notify them of current promotions, such as flash sales or exclusive discount codes. Responding quickly and accurately via chatbots can significantly improve the customer shopping experience and increase the rate of closing deals.

Push notifications are an important tool for Equo to reach customers directly, reminding them about items in their cart or updating them on special promotions. When customers add items to their cart but do not complete checkout, the system can send notifications to remind them to return to shop, along with incentives such as discounts or free shipping to encourage them to complete their order.

Shopee offers a voucher feature that allows Equo to automatically send discount vouchers to customers, especially during holidays or birthdays. When new customers visit Equo's store, the system can automatically send a welcome voucher with a small discount to encourage them to try the product.

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About company: Chautfifth is a Vietnamese fashion brand specializing in uniquely designed handbags that blend creativity with practicality. Founded in May 2022 by Trần Hoàng Châu, the brand has quickly gained popularity among younger consumers.

The name "Chautfifth" also carries a personal message from its founder. "Chau" and "T" represent her first and last name while "5" or "fifth"  while the number "5" or "fifth" reflects Châu's life philosophy and professional approach. A unique signature of the brand is the numbering from 1 to 10 printed on each bag, with the number 5 flipped,  serves as a reminder for the team to "think in reverse" and strive for balance between opposites. The number 5, or "fifth" in the brand name, embodies Chau’s life philosophy, emphasizing harmony and ongoing creativity to bring fresh and exciting experiences to customers.

The brand operates 3 physical stores nationwide, with two locations in Ho Chi Minh City and one in Hanoi.

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b, Content types and messaging + Timing

STAGE 1: EDUCATE AND ATTRACT

Objective: Raise brand awareness, introduce Equo’s mission, and spark interest in eco-friendly products.

Message 1: Welcome Email
Content: “Welcome to Equo Vietnam! 🌱” Introduce Equo’s commitment to reducing plastic waste and provide a brief overview of popular eco-friendly products like straws, bags, and utensils. End with a CTA to explore the online store and “Choose a Better Tomorrow.”

Message 2: “Why Choose Eco-Friendly?” Blog Article
Timing: 3 days after welcome email
Content: Share a link to an article on the environmental impact of plastic waste and how Equo products can be part of the solution. Use facts about plastic pollution to build urgency and include a CTA to “Make the Switch Today.”

Message 3: Social Media Invitation
Timing: 5 days after the welcome email
Content: Encourage customers to join Equo’s social media community for sustainability tips and exclusive offers. Use visuals that show the community using Equo products with the hashtag #ChooseEquo.

STAGE 2: ONBOARDING: ENGAGE FIRST-TIME SHOPPERS

Objective: Guide new customers in understanding Equo’s products and make their first purchase.

Message 1: Product Recommendation Email
Timing: 1 day after browsing without purchase
Content: “Eco-friendly Solutions for Your Lifestyle” – Highlight popular items based on their browsing (e.g., reusable straws or bags). Offer a “Welcome Discount” to encourage the first purchase, with a CTA to complete their order.

Message 2: Cart Abandonment Reminder
Timing: 2 hours after cart abandonment
Content: “Did You Forget Something?” Send a reminder of items left in their cart, emphasizing the eco-friendly impact of each product. Offer a small discount to incentivize checkout and a CTA to complete the purchase.

Message 3: Product Benefits Guide
Timing: 1 week after sign-up if no purchase
Content: Provide details on how Equo’s products are made, their environmental benefits, and the impact of choosing sustainable options. Include testimonials to reinforce product value.

STAGE 3: CONVERSION: DRIVE REPEAT PURCHASES

Objective: Encourage customers to make another purchase by reinforcing product benefits and  usage.

Message 1: Usage and Care Tips Email
Timing: 3 days after first purchase
Content: “Making the Most of Your Equo Products” – Provide usage and care tips to maximize the lifespan of their products. Share advice on reusing and cleaning eco-friendly items.

Message 2: Reorder Reminder
Timing: 4 weeks after the first purchase
Content: Send a message to reorder products like straws or bags, which may need regular replenishment. Emphasize the impact of maintaining a sustainable lifestyle and include a CTA for reordering.

Message 3: “What’s New at Equo” Email
Timing: 2 weeks after the first purchase
Content: Announce any new arrivals, seasonal items, or limited-edition eco-friendly products. Encourage exploration of the latest offerings and link to the product page.

STAGE 4: RETENTION: REWARD LOYALTY AND KEEP CUSTOMERS ENGAGED

Objective: Retain customers by offering rewards, sharing impactful content, and encouraging sustainability practices.

Message 1: Customer Milestone Thank-You
Timing: 3 months after their first purchase
Content: “Thank You for Being Part of Our Journey!” Acknowledge their commitment to sustainability. Offer a special “Eco-Champion” reward, like a discount on their next purchase or a small gift.

Message 2: Monthly Eco-Tips Newsletter
Timing: Monthly
Content: “Sustainable Living Made Simple” – Provide eco-tips, product usage ideas, and sustainability practices that align with Equo’s mission. Add a link to relevant products or blog content.

Message 3: Refer-a-Friend Program Invitation
Timing: Every 3 months
Content: “Spread the Green Movement – Get Rewarded” – Invite them to refer friends to Equo. Offer a discount or rewards for both the customer and their friend, with a CTA to “Share the Impact.”

STAGE 5: WINBACK STAGE: RE-ENGAGE INACTIVE CUSTOMERS

Objective: Re-engage customers who haven’t interacted with the brand for a while and encourage them to return.

Message 1: “We Miss You at Equo” Email
Timing: 1 month after inactivity
Content: A friendly note saying, “We Miss You! 🌿” Include updates on new sustainable product releases, eco-friendly initiatives, and a reminder of their positive impact with Equo products. Add a CTA to check out new arrivals.

Message 2: Limited-Time Discount Offer
Timing: 1 month and 1 week after inactivity
Content: Offer a personalized discount with a message like “Come Back to Greener Choices!” Mention how each purchase supports plastic reduction and invite them to browse the latest collection.

Message 3: Feedback and Survey Email
Timing: 2 months after inactivity
Content: Request feedback on why they stopped purchasing or using Equo products. Offer a discount as a thank-you for participating in the survey and include a CTA to revisit Equo.

STAGE 6: LOYALTY STAGE: CELEBRATE LONG-TERM SUPPORT

Objective: Recognize loyal customers and encourage further engagement.

Message 1: Anniversary Celebration
Timing: 1-year anniversary of first purchase
Content: “Celebrating One Year of Greener Living!” Thank them for their support and commitment to sustainability. Offer a special discount or exclusive access to new products as a loyalty reward.

Message 2: VIP Program Invitation
Timing: Upon reaching a certain purchase milestone
Content: Invite them to join a “Green Champions Club” or VIP program that offers exclusive discounts, early access, or special eco-friendly rewards. Highlight the positive impact they’re helping create.

Message 3: Sustainability Impact Summary
Timing: Quarterly
Content: Send a personalized email detailing their contribution to plastic reduction through their purchases. Share metrics like “Together, we’ve saved X amount of plastic.” Include a CTA for a new product collection to continue supporting the cause.

c, Personalization:

Personalization by Product Type:

Tailor recommendations based on product categories like eco-friendly straws, biodegradable packaging, and household items. Show specific items relevant to customer interests, e.g., customers browsing straws might see straw-cleaning kits.

Customer Journey Segmentation:

Awareness: Use ads and pop-ups to introduce EQUO’s sustainable mission.

Purchase: Send abandoned cart reminders or post-purchase recommendations.

Retention: Reward loyalty with exclusive offers and personalized suggestions for new products.

Behavioral and Contextual Personalization:

Leverage browsing data for personalized recommendations and use contextual ads for events aligned with EQUO’s eco-values.

Automated Channels:

Email for cart reminders, product suggestions, and loyalty offers.

Social Media retargeting for new products.

Push Notifications for discounts or restocking reminders on consumables.

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Key Products:

The brand’s product offerings are diverse, catering to various fashion needs and allowing customers to personalize their style. The brand's products are priced between 895,000 VND and 1,395,000 VND, making them accessible to a wide audience. Below is an analysis of the key product lines offered by Chautfifth:

Handbags: The core of Chautfifth’s product lineup. These bags are designed to stand out with creative and innovative styles, often incorporating thematic elements that make them visually unique. Collections like the Flower Collection and Bakery Collection demonstrate Chautfifth’s playful yet sophisticated approach to design.

Strap - Belt - Wallet: Offers a range of stylish accessories, including unique bag straps, leather belts, and minimalist wallets. The straps are made from quality materials and feature bold designs like abstract or floral patterns, allowing customers to add a distinctive touch to their handbags. The leather belts come in classic colors like red, beige, and black, with metallic details for added style and practicality. These ready-made items are perfect for those who want a fashionable look and appreciate a cohesive and coordinated accessory look without the need for customization.

Charm & Pouch: Each item showcasing the brand’s unique and creative aesthetic. These charms and pouches come in various eye-catching designs, like airplane ticket tags and flower-shaped charms, appealing to customers looking for distinct accessories. In addition to these ready-made designs, Chautfifth also provides an option for customized orders, allowing customers to personalize their items with their own artwork. This flexibility in design choices caters to a wide range of preferences, from those who enjoy Chautfifth’s unique pre-made designs to those seeking a personalized, one-of-a-kind accessory.

T-shirt: Features unique designs with custom artwork. The t-shirt  in simple colors like black and white, shows the brand’s artistic style,  appealing to young customers who value casual, stylish clothing with a personal touch.

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a, Identify automation channels:

Email is the most popular automation channel, allowing businesses to send detailed and highly personalized messages to each customer. Email is also an effective tool for providing product information, educating customers, or sending promotional notifications.

The Application of Email in Equo's Contact Strategy:

New Customer Onboarding: When a new customer signs up for an account, Equo sends a series of welcome emails that introduce the company’s eco-friendly products, brand story, and sustainability values. These emails might include details about each sustainable material, such as bagasse, bamboo, or seagrass, to help customers understand the benefits and features of the product.

Eg, “Chào mừng đến với cộng đồng xanh Equo! Hãy cùng khám phá cách chúng ta bảo vệ hành tinh qua mỗi ống hút bạn sử dụng.”

Update new products and promotions: Equo can send emails introducing new products like cornstarch bags or coconut cutlery. When there are promotions like discounts, vouchers for future purchases, or special offers for loyal customers, email is an effective channel to reach customers.

Eg,  “Giảm 20% toàn bộ dòng sản phẩm mới làm từ tre – chỉ trong tuần này!”

Loyalty program: To retain loyal customers, Equo can set up a loyalty program, in which customers receive points after each purchase and can redeem them for incentives. Through email, Equo can update accumulated points, remind customers to use points to receive incentives or participate in programs reserved for VIP customers.

Eg,  “Bạn đã tích lũy được 50 điểm – Đủ để nhận giảm giá 10% cho lần mua tiếp theo!”

Shopee a powerful automation channel that helps businesses reach customers efficiently and save time. On the Shopee platform, equo can optimize customer communication, providing detailed and personalized information, thereby helping businesses build strong consumer relationships.

Equo's chatbot can automatically answer frequently asked questions about products, such as information about bamboo or bagasse materials, instructions for use, preservation procedures, and return policies.

When customers enter a store or initiate a conversation, chatbots can notify them of current promotions, such as flash sales or exclusive discount codes. Responding quickly and accurately via chatbots can significantly improve the customer shopping experience and increase the rate of closing deals.

Push notifications are an important tool for Equo to reach customers directly, reminding them about items in their cart or updating them on special promotions. When customers add items to their cart but do not complete checkout, the system can send notifications to remind them to return to shop, along with incentives such as discounts or free shipping to encourage them to complete their order.

Shopee offers a voucher feature that allows Equo to automatically send discount vouchers to customers, especially during holidays or birthdays. When new customers visit Equo's store, the system can automatically send a welcome voucher with a small discount to encourage them to try the product.

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Customer Segments (Minh Châu & Minh Anh)

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Customer Segments (Minh Châu & Minh Anh)

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The brand  targets late Millennials (those born after 1990) and Gen Z (those born between 1995 and 2012). These are individuals who seek unique, trendy, and affordable fashion accessories, appreciate novelty, and are knowledgeable about the brands and handbag styles they choose.

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Outline the customer lifecycle stages (Phạm Đỗ Quỳnh Anh)

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Outline the customer lifecycle stages (Phạm Đỗ Quỳnh Anh)

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1. Awareness:

Potential customers become aware of CHAUTFIFTH's existence and the products or services the company offers. They may come across advertisements, hear about the company through word of mouth, or encounter content from the company on various online platforms.

2. Consideration:

Customers are aware of the CHAUTFIFTH brand and are considering whether the products or services meet their needs. They may compare with other brands, read reviews, or explore product features.

3. Purchase:

Customers make the decision to purchase from CHAUTFIFTH and go through the transaction process. This stage is crucial as the buying experience influences customer satisfaction and the likelihood of returning.

4. Retention:

After a purchase, the goal is to retain customers and build long-term relationships. This increases the likelihood of repeat purchases and upselling opportunities.

5. Advocacy:

Satisfied customers become loyal advocates, sharing positive experiences with friends, family, or on social media. This advocacy is vital for expanding CHAUTFIFTH’s customer base.

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 Identify automation channels (Đặng Thị Trung Anh)

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 Identify automation channels (Đặng Thị Trung Anh)

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Factors to consider when choosing channels:

1. Target Audience Preferences: Understanding how your customers prefer to communicate is paramount. Consider their age demographics, technological proficiency, and lifestyle habits to determine the most suitable channels. For instance, younger generations may be more receptive to social media and push notifications, while older demographics might prefer email or SMS.

2. Message Type and Urgency: Different types of messages require different channels. Time-sensitive messages, such as order confirmations or shipping updates, are best suited for SMS or push notifications due to their immediate delivery capabilities. On the other hand, personalized messages, such as promotional offers or abandoned cart reminders, can be effectively delivered through email.

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Personalization: Decide how to personalize messages based on data (Tiến)

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Personalization: Decide how to personalize messages based on data (Tiến)

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1. Behavioral Data

- Browsing Behavior: Track which products customers view most frequently or engage with (e.g., zooming in on images or adding items to wish lists). Use this data to create dynamic product recommendations and retargeting ads. For instance, if a customer frequently views floral bags, they will receive emails highlighting similar designs or showcasing new arrivals in that category.

- Cart Abandonment: Trigger reminders with personalized content based on items left in the cart, encouraging completion with incentives (e.g., a small discount or free shipping). Personalizing the reminder timing (e.g., within one hour, then 24 hours later) helps balance urgency and subtlety.

- Past Purchases: Send tailored upsell or cross-sell recommendations. For instance, if a customer previously bought a crossbody bag, recommend matching accessories or complementary items like smaller pouch bags or decorative straps. These could be highlighted in post-purchase emails or loyalty program communications to encourage repeat purchases. (Truong, 2024)

2. Demographic Data

- Age Group Segmentation: Adjust the messaging tone and style to appeal to different age groups. For Gen Z, use a playful, informal tone and emphasize trends and bold designs. For young professionals, focus on the functionality and versatility of the products, showing how a bag fits different occasions (e.g., work to social settings).

- Location Data: For customers near a physical store, send notifications about in-store events, exclusive offers, or new product launches to drive traffic to the location. If the customer is international, emphasize online exclusives and shipping offers. Customers in the Hanoi area could receive specific updates about events at the flagship store, creating a localized experience. (Dang, 2023)

- Income Bracket: Use purchasing data and product preferences to tailor pricing sensitivity. For instance, frequent shoppers may be introduced to limited-edition, higher-end items, while new customers might be engaged with more affordable options as they explore the brand.

3. Event-Based and Lifecycle Data

- Customer Journey Stage: Adjust messaging based on where the customer is in their journey. For instance, in the awareness stage, emails should focus on brand values and product introductions, while in the retention stage, they might highlight loyalty rewards or member-only previews.

- Purchase Anniversary or Milestones: Celebrate milestones, like one year of being a customer or their tenth purchase, by offering exclusive rewards or personalized discounts. This enhances loyalty and shows appreciation in a unique, memorable way.

- Seasonal and Event-Based Triggers: Send targeted messages during holidays or events relevant to customers (e.g., Women’s Day in Vietnam, Lunar New Year) with curated product suggestions and special deals that reflect cultural relevance. (Truong, 2024)

4. Psychographic Data

- Lifestyle and Interests: For customers who engage heavily on Chaufifth’s social channels (e.g., TikTok and Instagram), create segmented campaigns with influencer content and style guides that resonate with current fashion trends. This approach could include style-based recommendations, such as "edgy looks" for customers who interact with bold, street-style posts versus "classic looks" for those favoring minimalist pieces.

- Feedback and Reviews: Integrate customer feedback into the personalization loop. For customers who left positive reviews, trigger an email thanking them with a discount for future purchases. For those who expressed dissatisfaction, follow up with an apology email and a discount to encourage a better experience.

5. Timing Personalization

- Frequency Preferences: Allow customers to set their frequency preferences and respect these in the CRM system. For example, if a customer opts for weekly updates instead of daily, consolidate the content into a single email to avoid fatigue.

- Time-Zone Optimization: Use time-zone data to ensure that emails and messages arrive at the best possible times for engagement, especially for international customers.

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Identify your company and key products/ customer segments 

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Identify your company and key products/ customer segments 

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Key products

Coolmate is a men's fashion brand that applies 4.0 technology to shopping, helping men save maximum time and money while still choosing the highest quality items.

T-shirt ,Shirt ,Shorts, Jeans, Socks, Hats, Polo, shirt, Trouser,Bag ,Long sleeve shirt,Bloomers, Jacket, Underwear, Tanktop, Swimming trunks, Sportswear
and all of them is for men

Customers Segment

focuses on customers who need to buy things for men but need to be quick, neat, and complete instead of going to many different places to choose.

between the ages of 18-34 with the majority being men and the remaining group being women who want to buy gifts for men. Customers will go to the Coolmate website or store on Shopee to order essential items such as t-shirts, shirts, etc.

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Reference: https://www.coolmate.me/post/nhin-lai-hanh-trinh-5-nam-coolmate-co-gi-dang-nho-3924

1. Awareness

Objective: Build broad awareness of Coolmate as a high-quality, innovative Vietnamese men’s fashion brand. Create a lasting impression of Coolmate as the optimal choice for “Proudly Made in Vietnam” men’s fashion products.

Specific Strategy:

1. Digital Marketing: Invest heavily in social media advertising on Facebook, Instagram, and YouTube, targeting Vietnamese men aged 18-35.

2. SEO and Content Development: Develop and optimize website content, blogs, and SEO for keywords related to men’s fashion, “Made in Vietnam” products, and men’s lifestyle terms to improve search visibility.

3. Offline Campaigns and Event Sponsorship: Sponsor and participate in sports events, especially running events and community activities for men. This strengthens brand recognition and helps Coolmate connect more deeply with potential customers.

Metrics:

Website and social media views: Track brand awareness effectiveness.

Impressions and engagement: Measure brand engagement.

Event participation and sponsorship: Gauge brand exposure within the community.

2. Consideration

Objective: Convince customers that Coolmate is the perfect choice for men’s fashion, offering high product quality, affordable prices, and an excellent shopping experience.

Specific Strategy:

Email Marketing and Remarketing: Use email marketing to share new products, special offers, or useful content like “How to Choose the Right Men’s Fashion.” Combine this with social media remarketing to remind customers of products they viewed.

Product Reviews and Testimonials: Showcase product reviews on the website, including feedback from customers who have already purchased. This acts as “social proof” and builds trust in the brand.

Product Introduction Videos: Use short videos on TikTok and YouTube to showcase products dynamically and demonstrate Coolmate’s uniqueness.

Metrics:

Click-through and open rates for emails: Measure customer interest in Coolmate’s products and content.

Conversion rate from Remarketing campaigns: Assess conversion effectiveness on digital channels.

Average time spent on product pages and product detail page views: Reflect customer interest in Coolmate’s products.

3. Purchase

Objective: Maximize conversion rates from potential customers to actual buyers.

Specific Strategy:

New Customer Discounts: Provide discount codes or special offers for first-time customers on the website.

Simple Checkout Process: Ensure the checkout process is user-friendly and fast, minimizing unnecessary steps to reduce cart abandonment.

Seasonal and Collection-Based Offers: Introduce special collections and seasonal products, such as running gear for race events or everyday basics for summer and winter. This encourages immediate purchases during high-demand periods.

Metrics:

Checkout completion rate: Reflects the effectiveness of the purchasing process.

Revenue from promotional campaigns and new collections: Measures campaign success.

Cart abandonment rate: Tracks the number of customers leaving during checkout to optimize the process.

4. Retention

Objective: Retain existing customers and encourage them to make repeat purchases regularly.

Specific Strategy:

Customer Loyalty Program (Coolclub): Offer special benefits and reward points for loyal customers, with exclusive offers to make customers feel valued and encourage repeat purchases.

Reminder Emails and New Products: Send emails to announce new collections or special events (such as customers’ birthdays) to maintain engagement.

Flexible Return Policy: Provide a free 60-day return policy, ensuring customers feel secure and enjoy a positive shopping experience.

Metrics:

Repeat purchase rate and revenue from current customers: Track retention success.

Coolclub member count and growth rate: Assess customer commitment to the brand.

Return policy usage rate: Measure customer satisfaction with post-purchase support.

5. Advocacy

Objective: Transform satisfied customers into brand advocates, spreading Coolmate’s image in the community.

Specific Strategy:

Referral Program: Encourage customers to refer Coolmate to friends and family with special offers for both the referrer and the referred.

Encourage Reviews and Social Sharing: Motivate customers to leave product reviews and share their shopping experiences on personal social media, with incentives like mini-game prizes to encourage more sharing.

Event Participation and Community Engagement: Continue sponsoring running events and community initiatives to connect more deeply with customers and promote the “Coolmate accompanies you” image.

Metrics:

Referral count and revenue from referrals: Measure the success of referral campaigns.

Positive reviews and social media shares: Reflect customer satisfaction and brand advocacy.

Conversion rate from referrals: Track the ability to turn satisfied customers into new customers through recommendations.

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Automation Channels: Coolmate use multiple communication channels in the contact strategy to ensure comprehensive engagement:

1. Email Marketing: This is the main channel used to send important notifications to customers. It consists of email campaigns as follows:

Welcome email: when new customers sign up or shop for the first time. friendly greetings accompanied by many attractive offers....

Abandoned cart reminder email: Automatically sent when a customer adds a product to a cart without completing checkout

Post-purchase email: Send thank you to the customer and provide product preservation information, and it also encourages them to review the product

2. SMS:  Coolmate uses SMS to send important notifications, including:

- Order information: Order confirmation, delivery status updates, or notifications when the product has been successfully delivered.

- Short-term promotions: Send messages about limited offers in a short time, creating a sense of urgency and motivating customers to shop right away.

3. Social Media: Used for awareness-building, customer engagement, and retargeting ads. (like Instagram, Facebook, Tiktok,...)

Facebook: Share product articles, behind-the-scenes videos, promotions, and customer success stories. It is also used to quickly respond to questions or feedback from customers.

Instagram: Create visually appealing content, such as product images, fashion style scrolls, and short stories about eco-friendly manufacturing processes.

TikTok: Post creative videos, such as fashion challenges or matching tips for modern male styles, to appeal to young users.

4. Push Notifications (Mobile & Web): For order status updates, flash sale alerts, and personalized recommendations.

Order Status Update: it will send push notifications to customers to update their order status. This includes information such as: Order Confirmation,Shipping Update,Delivery Success Notification.

Announcement of Flash Sale programs: the company regularly organizes Flash Sale programs or discount promotions for a limited time. Push notifications help inform customers in a timely manner about these discounts, encouraging them to shop right away. These notifications can be personalized based on customer shopping behavior and preferences, helping to increase engagement and conversions.

Personalized Product Suggestions: Based on a customer's shopping history and product browsing behavior, Coolmate sends push notifications containing relevant product suggestions. For example: Similar product suggestions, suggestions by size and style, etc.

Content Types & Messaging: Each stage of the customer lifecycle will require different content types and messaging:

1. Awareness Stage:

Content: Brand introduction, storytelling about Coolmate’s values, and the quality of products.

Messaging:

"Discover Coolmate: Stylish, Comfortable, and Affordable Men’s Fashion."

"Upgrade Your Wardrobe with Coolmate’s Premium Clothing Collection."

Channels: Social media ads, blog posts, email newsletters (to new subscribers).

2. Consideration Stage:

Content: Product highlights, comparisons, testimonials, influencer endorsements.

Messaging:

"Still deciding? Check out what other customers love about our shirts."

"Get 10% off your first order. Why wait?"

Channels: Email (personalized recommendations), social media retargeting ads, SMS (exclusive offers).

3. Purchase Stage:

Content: Special offers, limited-time discounts, cart abandonment reminders.

Messaging:

"Your Cart Awaits! Complete Your Purchase Before It's Gone."

"You’ve Got Great Taste! Finish Your Checkout and Enjoy 10% Off."

Channels: Email (abandoned cart reminder), SMS (time-sensitive discounts).

4. Retention Stage:

Content: Post-purchase follow-ups, loyalty rewards, personalized product suggestions.

Messaging:

"Thanks for your order! Enjoy 15% off your next purchase."

"Looking for more? We’ve selected products just for you."

Channels: Email (personalized recommendations, loyalty program updates), Push notifications (restock alerts, new arrivals).

5. Advocacy Stage:

Content: Requests for reviews, referral program promotions, VIP loyalty club benefits.

Messaging:

"We’d love to hear from you! Leave a review and enjoy 10% off your next order."

"Invite friends, and earn rewards! Refer Coolmate to someone who loves style."

Channels: Email (review requests, referral program invites), Push notifications (VIP offers, referral reminders).

Personalization Strategy: Personalization is key to improving engagement, and Coolmate can leverage customer data at various stages to personalize communications:

Browsing Behavior:

Customers who have shown interest in specific categories or products will receive personalized product recommendations (e.g., "You might also like these shirts" or "Still thinking about these pants?").

Personalized emails showcasing recently viewed or abandoned items.

Purchase History:

Personalized offers based on past purchases. For example, after a customer buys a shirt, an email could be sent offering complementary products (e.g., "Perfect pairings for your new shirt").

Loyalty program rewards based on previous purchases (e.g., "You’ve earned 200 points, enjoy 10% off your next order").

Customer Demographics:

Younger customers may receive trendier product recommendations, while older customers receive messages about comfort and durability.

Different messaging tone and style based on age and preferences.

Timing Strategy: The timing of messages is critical for the effectiveness of automation. Here’s a breakdown of the timing for each communication:

1. Awareness Stage:

Welcome email sent immediately upon signup, followed by a series of 2-3 emails over the next week introducing the brand and product ranges.

Social media campaigns will run consistently, with engagement-based retargeting.

2. Consideration Stage:

Retargeting ads via social media and email should be triggered within 24 hours after a product view.

Follow-up email 2-3 days after a product is added to the cart but not purchased.

SMS reminders 1-2 days after cart abandonment, highlighting limited-time offers.

3. Purchase Stage:

Cart abandonment emails should be sent within 1 hour of abandonment.

Reminder emails sent within 24-48 hours, offering an additional incentive (e.g., discount).

4. Retention Stage:

Post-purchase email within 24-48 hours to thank the customer and suggest additional items.

Loyalty program emails sent monthly, based on engagement and spending behavior.

Push notifications sent for restocks or new arrivals every 2-3 weeks based on customer preferences.

5. Advocacy Stage:

Request for reviews sent 7 days after delivery, with an additional incentive (e.g., discount on the next order).

Referral program invites sent 10-15 days after a purchase or when customers have reached a certain threshold of loyalty points

References :

https://sendpulse.com/support/glossary/push-notification-marketing

https://www.marketingprofs.com/articles/2023/49698/how-to-build-personalization-strategy

https://marketinganalyticslab.com/personalization-and-targeted-marketing-strategies/

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Awareness Stage:

Focus on: Potential customer

Message Focus: Highlight brand values, product offerings, and unique selling points.

"Discover the elegance of Vietnamese craftsmanship at Chautfifth. We blend traditional artistry with modern design to create pieces that tell your unique story. Explore our collection today."

"Looking for luxury with a personal touch? Chautfifth Vietnam brings you handcrafted accessories designed to elevate your style. Visit us online to learn more."

Consideration Stage:

Focus on: Leads

Message Focus: Provide product information, reviews, testimonials, or benefits that speak to specific customer needs.

"At Chautfifth Vietnam, every item is meticulously crafted to reflect the rich heritage of Vietnam while embracing modern trends. Learn more about our design process and the craftsmanship behind each piece."

"See why thousands of customers trust Chautfifth for quality and style. Our accessories are designed for those who appreciate the fusion of tradition and innovation."

Decision Stage:

Focus on: Converted Customers

Message Focus: Urgency, discounts, limited-time offers, and easy purchasing options.

"Your perfect accessory awaits! Complete your purchase today and enjoy 10% off your first order with code WELCOME10."

"Don’t miss out—only a few items left in stock! Order now to get free shipping on your first order with Chautfifth."

Retention Stage:

Focus on: Current Customers

Message Focus: Loyalty programs, personalized recommendations, after-purchase support.

"Thank you for your recent purchase! We hope you love your new Chautfifth piece. As a valued customer, enjoy 15% off your next purchase with us."

"Because you're part of the Chautfifth family, we want to keep you ahead of the trends. Here's an exclusive preview of our new collection—just for you!"

Advocacy Stage:

Focus on: Loyal Customers & Brand Ambassadors

Message Focus: Social proof, referral programs, customer stories.

"We love seeing how you style your Chautfifth pieces! Share your photos with us using #ChautfifthStyle for a chance to be featured on our page and win a special gift."

"You’ve been such an amazing supporter of Chautfifth! Refer a friend to our store, and both you and your friend will receive 20% off your next order as a thank you."

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- Timing: Set optimal timing for each message within the automation workflow. (Quỳnh Anh)

# data[].attributes.subject
- Timing: Set optimal timing for each message within the automation workflow. (Quỳnh Anh)

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Awareness Stage:

1. Message 1: “Discover the elegance of Vietnamese craftsmanship...”

Timing: Send via social media ads and display networks during peak browsing hours, such as late morning and early evening (e.g., 10 AM and 6 PM).

2. Message 2: “Looking for luxury with a personal touch?...”

Timing: Schedule weekly to run across digital channels, ensuring visibility on both weekdays and weekends for optimal reach.

Consideration Stage:

1. Message 1: “At Chautfifth Vietnam, every item is meticulously crafted...”

Timing: Send 1-2 days after a potential customer engages with a piece of content, such as a blog post or product page.

2. Message 2: “See why thousands of customers trust Chautfifth...”

Timing: Follow up 3-5 days later with an email showcasing customer reviews, giving them time to reflect on their interest.

Decision Stage:

1. Message 1: “Your perfect accessory awaits!...”

Timing: Send immediately after cart abandonment (within 1 hour) to remind customers of the items left in their cart, along with a discount code.

2. Message 2: “Don’t miss out—only a few items left in stock!...”

Timing: Send a follow-up email 24 hours after the cart abandonment email if the purchase hasn’t been completed.

Retention Stage:

1. Message 1: “Thank you for your recent purchase!...”

Timing: Send a personalized thank-you email 1-2 days after a completed purchase, including a discount code for the next order.

2. Message 2: “Because you're part of the Chautfifth family...”

Timing: Send an exclusive preview email 2-3 weeks post-purchase, inviting them to see new arrivals or upcoming collections.

Advocacy Stage:

1. Message 1: “We love seeing how you style your Chautfifth pieces!...”

Timing: Send 1 week after a successful delivery, encouraging customers to share their experiences and photos.

2. Message 2: “You’ve been such an amazing supporter of Chautfifth!...”

Timing: Send a referral program invitation 4 weeks after the purchase, giving customers time to enjoy and showcase their items to friends.

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2. Customer Lifecycle:

Awareness (Brand recognition): BOO is a fashion brand that has made a mark in the hearts of Vietnamese youth thanks to its sustainable fashion and diverse designs. Customers begin to know BOO through channels such as social networks, advertising, referrals from friends, or when looking for fashion products. BOO has implemented outstanding marketing campaigns on social networks:

“BOOVironment” campaign: implementing an environmental project called “Turn off the lights, Turn on ideas” with the goal of organizing creative, inspirational and practical activities to change the awareness and behavior of the community about environmental protection, focusing on young people across the country. The “Turn off the lights, Turn on ideas” project has been persistently implemented by “BOOVironment” for the past 14 years, each year with a different message, constantly changing, improving and always being a companion contributing to spreading the mission of environmental protection.

Collaborating with Influencers: BOO regularly cooperates with influencers and KOLs who are influential among young people and interested in environmental issues. These influencers share about BOO products, emphasizing sustainable values, helping BOO build a friendly and close image with new customers.

Consideration: Customers compare and consider BOO products with competitors, evaluating design, quality, price, and other factors.

“BE GOOD” Campaign: The campaign aims to convey the brand’s responsibility towards the environment. The products in this campaign are all sustainable products and every purchase is a good action for the environment. BOO has provided a lot of information about friendly materials and production processes that minimize environmental impact, helping customers consider BOO products as a meaningful choice.

Sustainable Fashion Website and Blog: BOO regularly updates blogs and articles on the website about sustainable fashion, the positive impact of products, and the benefits of environmentally friendly materials such as organic cotton, recycled polyester.

Purchase: Customers decide to buy BOO products and make purchases online or in stores.

New Customer Offers: BOO regularly develops promotions for new customers such as discounts or free shipping on their first purchase.

Send gentle reminders: If a customer adds a product to their cart but does not purchase it, BOO can send a gentle reminder email after a few hours.

Eco-Friendly Return Policy: BOO has a return policy that is not only flexible but also eco-friendly.

Retention: BOO can build long-term relationships by saving customer information to create loyalty points or turning each customer into a Boo member, sending promotional programs to each customer who purchases at Boo.

“BOOClub” Program: BOO builds a “BOOClub” membership program with exclusive offers for loyal customers.

Used Clothing Recycling Campaign: BOO launches a program to collect old clothes for recycling, and participating customers will receive incentives to buy new items.

Advocacy: Customers continue to buy BOO products and become loyal customers or recommend BOO products to friends and relatives.

Referrals and UGC (User-Generated Content) Program: BOO encourages customers to share images and personal experiences about products on social networks, especially with BOO-related hashtags such as #BOO and #BOOVironment.

“BOO Heroes” campaign: These customers are not only consumers but also become representatives to convey BOO’s message to others. They participate in social activities and environmental protection events organized by BOO, creating a sustainable connection between the brand and customers.

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3. Communication rules

Automation channels

Email: The main way we’ll stay in touch—welcome notes, product updates, cart reminders, and exclusive offers.

SMS: Perfect for quick, can’t-miss alerts, flash deals, and post-purchase updates.

Social Media: Our community space for sharing stories, user posts, and running ads to re-engage people who’ve visited the site or app.

Content types and messaging:

Awareness stage:

Goal: Get people curious about BOO and excited about sustainable style.

Message: “BOO’s got your back AND the planet’s! 🌍 Check out our streetwear that doesn’t trash the earth. Tap in for styles you’ll feel good about wearing (and sharing).”

Channel: Snappy intro emails with an eye-catching lookbook, social media ads with punchy GIFs, and influencer posts showing off BOO fits in everyday life.

Consideration stage:

Goal: Show why BOO’s gear isn’t just eco-friendly—it’s actually worth buying.

Message: “More than good looks. 🍃 BOO’s collection is made from organic cotton and recycled materials so you can stay fly without the guilt. Style that slays and saves—ready to see what we’re about?”

Channel: Emails with short videos showing our clothes in action and Instagram Stories breaking down sustainable materials and process in bite-sized, relatable ways. Retargeting ads on social media with real customer reviews.

Purchase stage:

Goal: Seal the deal and make buying BOO feel like the easiest (and best) decision.

Message: “You’re so close! 👀 Don’t leave those eco-friendly goodies behind—grab them now and enjoy 10% off. Limited time only, so snatch it up and get ready to rock sustainable style!”

Channel: Cart abandonment emails with a dash of urgency, followed by a “last chance” SMS after 24 hours for those who didn’t bite. Include a preview of items left in the cart to remind them what they’re missing out on.

Advocacy stage:

Goal: Turn happy customers into BOO ambassadors who rave about our brand.

Message: “Rockin’ BOO? Let the world see it! Post your look with #BOOVietnam and tag us for a chance to get featured and inspire others to go green. Plus, bring a friend on board and get 15% off on your next order. Good for the planet, great for your wardrobe!”

Channel: Email to recent customers asking for social shares, social media shout-outs for those who post with our hashtag, and a referral program with easy links to share with friends.

Personalization:

Based on purchase history:

Message: “We see you lovin’ our eco-friendly hoodies! 🌿 Check out these perfect pairs to complete your look—plus, our newest styles just dropped, and they’re so your vibe.”

=> How it works: Tailor recommendations to what they’ve already bought—highlight related pieces and new releases that match their style so they feel like BOO gets their unique taste.

Based on browsing behavior:

Message: “Spotted you checking out the [specific product]! 👀 Couldn’t resist, huh? Here’s the scoop on why it’s a fan fave—and a little extra motivation to snag it before it’s gone. 💸”

How it works: Use browsing history to create “hey, remember this?” emails with close-up features or customer highlights of the products they viewed. Keep it casual and direct, reminding them why they had their eye on that item.

Based on special occasion:

Birthday: “It’s your day! 🎉 Celebrate with a gift from BOO: here’s 15% off to treat yourself to something special. You deserve it (and so does the planet).”

Seasonal Shifts: “The season’s changing, so why not switch it up? 🌞🌦️ Whether you’re into cozy layers or summer staples, check out our freshest looks to match the vibe.”

Holidays: “Spread the cheer without the footprint! 🎄🎁 Our holiday collection’s here, and it’s full of sustainable gifts your friends will actually want (and the planet will love).”

Timing:

After Sign-Up:

Timing: Immediately after they join the BOO fam.

Message: “Welcome to BOO! We’re stoked to have you with us. 💌 Here’s a 15% off code for your first order. Now, let’s make your wardrobe a little greener (and way cooler).”

After Cart Abandonment:

Timing: 1 hour after they leave without buying, with a “last chance” SMS 24 hours later.

Message: “Left some eco-gems behind? Your cart’s still waiting for you! 👋 Come back and grab your items—and enjoy 10% off if you check out in the next hour. You got this!”

After Inactivity:

Timing: Hit them up after 30 days of silence.

Message: “Hey, it’s been a minute! 🌱 We’ve got fresh drops and exclusive offers just for you. Come back and see what’s new—plus, here’s 15% off to sweeten the deal.”

After Purchase:

Timing: Send an email within 48 hours of their order.

Message: “Got your BOO fix? 🔥 We’d love to see you rockin’ it! Share your style with #BOOVietnam and tag us for a chance to be featured (and inspire others to go green).”

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1.Key products and customers segments :

- Key products

Company: Artemis Pastry

Main products:

Birthday cakes: Delicate multi-layered birthday cakes made from seasonal fruits, emphasizing natural sweetness and aesthetic design including entremet cake, mousse cake, roll gateaux

Mini cakes: Including small-sized seasonal products with creative designs and quality ingredients.

GIFTSET: The cake will be packaged in a mica birthday cake box with a set of candle cutlery, tied with a ribbon and can be freely written with wishes as requested...

Tea and coffee: Serve customers who want to sit at the store to work, to enjoy the cake.

- Customer segment:

Health-conscious customers: These are individuals who prefer desserts with less sugar and are interested in natural, healthier ingredients. They appreciate that Artemis Pastry uses fresh fruits and natural sweeteners in its products, bringing satisfaction

People who celebrate special moments: This group includes people who buy cakes for important events in their lives such as birthdays, weddings and anniversaries. They are looking for high-end cakes, valuing uniqueness and quality.

Lovers of beautiful desserts: These customers are passionate about beautiful, high-quality desserts. They are willing to pay for luxurious, creatively designed cakes that offer a unique taste experience.

Couples and small groups who enjoy spending time together in a cafe setting with diverse and beautiful cakes, beautiful and comfortable space, suitable for "check-in"

2. Outline the customer lifecycle stages:

- Awareness:

We create a strong presence for our bakery among the community of bakery lovers and those who like to go to fancy cafes by using online (Facebook, Instagram) and offline (signs, flyers) advertising and also organizing special events to introduce our products.

We partner with food bloggers or influencers to promote the bakery. We also get free promotion by word of mouth from family and friends of customers who have experienced the bakery

- Consideration:

After finding us on social media, customers will continue to research about prices and view Artemis Pastry's menu and compare it with other bakery shops. We provide detailed information about products such as cakes, drinks, including ingredients, flavors and prices on our website and social media.

In addition, customers will see real comments and reviews from other customers on social networks such as Google, Facebook and other review sites.

- Purchase:

We always want the customer's in-store experience to be the best, so we always create a friendly space in the store and have a team of enthusiastic and hospitable staff to help make the best impression on customers.

Providing many payment methods (cash, credit card, electronic payment) and online ordering service with home delivery or pick-up at Artemis Pastry will help customers' shopping experience better, helping them make purchasing decisions faster.

- Retention:

In order to have customers come back to buy many times, we launch discount programs for regular customers, and organize programs for loyal customers. When there are customers who buy again and are members of Artemis Pastry, they will receive a percentage discount on the next bill.

Using email marketing to inform about new products, promotions or special events is also a way to maintain a steady customer base.

- Advocacy:

Our goal is to turn satisfied customers into brand advocates. When customers share their experiences on social media, they will hashtag Artemis Pastry. We will then offer discounts or gifts when existing customers refer new customers.

Offer special service packages for loyal customers, such as long-term cake subscriptions or personalized cake consultation services.

Providing additional advice to customers by suggesting related or more premium products is a smart strategy to grow customers.

Artemis Pastry is always updating new seasonal cakes or special products, combined with gift packages or events to increase purchase value.

3. Set Communication Rules

3.1 Identify automation channels

- Email Marketing: Email marketing is a versatile channel, suited for engaging both new and returning customers, and it is especially effective for personalized communication.

+ Automated Campaigns:

Welcome series: Triggered upon first subscription or account creation, introducing customers to the brand, showcasing key products (like birthday cakes and mini cakes), and offering a welcome discount.

Abandoned cart emails: Automatically remind customers of items left in their online cart, perhaps with an additional incentive to complete their purchase.

Seasonal product launches: Notify customers about seasonal cakes, mini cakes, and new flavors aligned with holidays or special events.

Personalized promotions: Send exclusive offers on birthdays, anniversaries, and for special occasions, which resonate well with customers who value personalized service.

Post-purchase follow-ups: Thank customers for their purchase, invite them to leave reviews, and offer related product suggestions based on their purchase history.

- Social media platforms (Facebook, Instagram, Tiktok): For visual storytelling, building a community, and boosting brand engagement, especially for a visually rich brand like Artemis Pastry.

Organic content: Share high-quality photos of cakes and desserts, baking videos, and customer testimonials to highlight Artemis Pastry’s artistry and unique flavors. Content should cater to visual aesthetics and creativity, engaging "dessert lovers" and those who appreciate beautiful café settings.

Influencer marketing & collaborations: Partner with influencers in food, lifestyle, and beauty to expand reach. Track performance metrics and use automated tools to schedule and analyze influencer-generated content.

Social media ads: Run targeted ad campaigns on Facebook and Instagram to reach new and returning customers. Target by interests, location, and behaviors to reach segments such as health-conscious individuals and event planners.

User-generated content (UGC): Encourage customers to share photos using specific hashtags for a chance to be featured. Automate UGC reposting for increased engagement and create a sense of community.

Live videos & stories: For new product launches, and baking demonstrations. Stories can include countdown timers, polls, and Q&A to engage followers actively.

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3.2 Types of content and messaging for each stage

- Awareness: Introduce Artemis Pastry to potential customers by highlighting what makes the brand unique.

Messaging: Showcase the bakery's high-quality ingredients, artisan baking techniques, and the warm, inviting atmosphere of its physical locations.

Content: Utilize social media platforms (Instagram, Facebook) for visually appealing posts and paid ads. Share engaging campaigns highlighting seasonal pastries, new product launches, or any special promotions.

Example: A vibrant Instagram post showcasing a new seasonal pastry collection, paired with a “Swipe Up” link that directs users to the product page for more details.

- Consideration: Nurture leads by providing more detailed information to help potential customers consider Artemis Pastry for their next purchase.

Messaging: Build trust by featuring customer testimonials, behind-the-scenes glimpses of the pastry-making process, and emphasizing the brand's quality and creativity.

Content: Send targeted email newsletters that feature top-selling products, share positive customer feedback, or offer exclusive discounts for first-time orders.

Example: A website pop-up offering 10% off a customer’s first purchase upon signing up for the newsletter, combined with a testimonial carousel or video on the site showing happy customers and skilled bakers at work.

- Purchase: Ensure a seamless buying experience to drive conversions and create a positive first impression.

Messaging: Highlight the ease of ordering and reinforce customer confidence with clear steps, confirmations, and estimated delivery times.

Content: Automate order confirmation emails, providing delivery details and tracking links to assure customers about their purchase status.

Example: A “Thank You for Your Order” email with a personalized message and a discount for the next purchase, creating a sense of appreciation and encouraging future transactions.

- Retention: Encourage repeat buyers by fostering customer loyalty and engagement.

Messaging: Promote exclusive loyalty programs, seasonal product offers, and personalized product recommendations based on previous purchases.

Content: Utilize email or SMS campaigns offering discounts on future orders, remind customers about their loyalty points, or suggest new products that match their tastes.

Example: An email that thanks the customer for their recent purchase and offers a 15% discount on their next order along with product suggestions for upcoming seasons or events.

- Advocacy: Turn satisfied customers into brand advocates who share their positive experiences with others.

Messaging: Encourage customers to refer friends or share their experiences on social media by offering incentives for doing so.

Content: Automated post-purchase emails requesting feedback or reviews, along with a referral program link that rewards customers for recommending Artemis Pastry to others.

Example: A follow-up email asking customers to leave a review on the website or social media, with a referral discount offer (e.g., “Share the joy! Refer a friend and both of you get 10% off”).

3.3 Personalization

- Personalization Based on Behavioral Data

Web Browsing Behavior Analysis: Tracking the products customers frequently view or add to their cart allows Artemis Pastry to identify specific preferences. For instance, if a customer consistently browses floral cakes, it can trigger product suggestions for similar items via email or push notifications on social media.

Analysis and Suggestion of Complementary Products: Using purchase history data allows for recommendations of related or new products. For example, if a customer has purchased the Pink Guava cake, Artemis Pastry can suggest similar items in the same line or related products to encourage repeat purchases or upgrades. This strategy creates additional value from repeat transactions.

Repeat Purchase Promotions: Purchase data also allows Artemis Pastry to build repeat purchase offers for customers who tend to order on a cyclical basis, such as yearly birthday cake orders. The system can automatically send reminders and promotions before these occasions, increasing repeat purchases and building customer loyalty.

Personalized Birthday Offers: Collecting data on customers' birthdays allows for tailored promotions specifically for this occasion. By automatically sending birthday greetings and offers via SMS or email, Artemis Pastry creates a personal experience while driving sales from these special moments.

Analyzing Email Open and Click Rates: By tracking email open rates and click-through rates, Artemis Pastry gains insights into each customer segment’s interest in different content. Customers who consistently click on artisanal cakes can be targeted with premium product campaigns or seasonal promotions.

3.4. Timing

Welcome Series: Immediately upon customers' subscription or account creation.

Abandoned Cart Emails: 2 hours after a customer leaves items in their cart without completing a purchase.

Seasonal Product Launches: Send 1-2 weeks before the relevant season or holiday.

Personalized Promotions: Send on or just before the birthday, anniversary date

Post-Purchase Follow-ups: 1 day after the purchase.

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1. Customer Lifecycle Stages for Lemonade Cosmetics

Awareness
Objective: To introduce potential customers to Lemonade Cosmetics and build brand recognition.

Target Audience: Individuals interested in sustainable, high-quality beauty products, including eco-conscious consumers and skincare enthusiasts.

Key Activities:

Utilize social media ads on Instagram, Facebook, and TikTok to showcase product benefits and behind-the-scenes content.

Collaborate with beauty influencers to create authentic, user-generated content that introduces Lemonade Cosmetics' products.

Launch engaging blog posts and educational videos highlighting the importance of natural ingredients and eco-friendly practices.

Message Type: Informative and inspiring content that conveys the brand's mission and unique selling points.

Metrics for Success: Reach, impressions, and initial engagement rates.

Consideration
Objective: To nurture potential customers' interest and encourage them to learn more about the products.

Target Audience: Website visitors, social media followers, and individuals who have engaged with the brand's content.

Key Activities:

Offer downloadable content, such as a skincare guide or tips on creating a sustainable beauty routine, in exchange for an email address.

Send follow-up educational emails with personalized product recommendations based on browsing behavior.

Host interactive webinars or Q&A sessions with skincare experts to answer common questions and address pain points.

Message Type: Educational and solution-focused content that establishes trust and showcases product effectiveness.

Metrics for Success: Email, Social Media, Zalo, Website Pop-ups and Chatbots  queries.

Purchase
Objective: To convert engaged prospects into customers through clear calls-to-action and incentives.

Target Audience: Individuals who have shown high intent, such as adding items to the cart, visiting the product pages frequently, or subscribing to product notifications.

Key Activities:

Send a limited-time discount email or SMS to potential customers who have items in their cart but haven’t completed the purchase.

Provide clear, easy-to-follow information on the benefits of each product through video tutorials and reviews.

Offer a first-purchase incentive, such as free shipping or a small gift.

Message Type: Persuasive and value-driven with clear calls-to-action.

Metrics for Success: Conversion rates, average order value, and cart abandonment recovery

Retention
Objective: To maintain the interest of customers post-purchase and encourage repeat purchases.

Target Audience: Recent buyers who have made their first or subsequent purchases.

Key Activities:

Send a post-purchase thank-you email along with a survey to gather feedback and enhance the customer experience.

Implement a loyalty program where customers earn points for each purchase and can redeem them for discounts or exclusive products.

Regularly update customers with personalized product recommendations and content related to their purchase history.

Message Type: Gratitude-focused, value-adding, and educational, with an emphasis on new product launches and special promotions.

Metrics for Success: Repeat purchase rate, customer satisfaction scores, and engagement with loyalty programs.

Advocacy
Objective: To turn satisfied customers into brand advocates who refer Lemonade Cosmetics to their friends and family.

Target Audience: Loyal customers with a history of positive interactions and repeat purchases.

Key Activities:

Encourage customers to leave product reviews and testimonials on social media and the company’s website.

Launch a referral program that offers discounts or free products for successful referrals.

Send personalized thank-you emails or special discounts on customers’ birthdays and anniversaries of their first purchase.

Message Type: Appreciation-driven, community-building, and incentivizing.

Metrics for Success: Number of referrals, user-generated content, and social shares.

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Identify Automation Channels

Email:

Personalized Communication: Tailor emails to individual preferences.

Increased Engagement: Boost open and click-through rates.

Improved Customer Experience: Deliver timely and relevant messages.

Cost-Effective Marketing: Reach a wide audience at a low cost.

Measurable Results: Track performance and optimize campaigns.

Enhanced Efficiency: Automate repetitive tasks and save time.

Social Media:

Increased Reach: Expand your audience and brand visibility.

Consistent Posting: Maintain a regular social media presence.

Time-Saving: Automate repetitive tasks like scheduling posts.

Engaged Community: Foster a loyal following through timely interactions.

Data-Driven Insights: Track performance and optimize your strategy.

Improved Customer Service: Respond to queries and comments efficiently.

Website Pop-ups and Chatbots: For first-time visitor discounts, retargeting, or post-purchase support.

Zalo:

Direct Reach: Tap into Vietnam's largest messaging platform.

Personalized Engagement: Send targeted messages to specific segments.

Real-time Communication: Quickly respond to customer inquiries.

Enhanced Customer Experience: Offer seamless support and updates.

Increased Sales and Conversions: Drive sales through targeted promotions.

Efficient Operations: Automate routine tasks and save time.

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4. Content Types and Messaging by Lifecycle Stage

Awareness

Goal: Build brand recognition and educate potential customers on skincare and beauty.

Messaging: Highlight the benefits of key ingredients, tips for healthier skin, and introduce Lemonade’s unique values.

Content Types:

Video Ads: Short, engaging videos on skincare routines or ingredient benefits.

Blog Posts: Detailed articles about skincare and how Lemonade products address specific skin concerns.

Influencer Partnerships: Collaborate with skincare or beauty influencers to review products and share educational content.

Consideration

Goal: Nurture interest and address potential customers' questions.

Messaging: Show how Lemonade stands out with customer stories, comparisons, or product benefits.

Content Types:

Free Samples: Offer samples to interested leads to let them experience the product.

Product Comparisons: Create content highlighting what makes Lemonade different from competitors.

Customer Testimonials: Share real reviews on emails, Instagram, or Facebook ads.

Purchase

Goal: Drive conversions and encourage purchases.

Messaging: Provide gentle reminders and incentives to motivate decision-making.

Content Types:

Abandoned Cart Reminders: Send follow-up emails or push notifications to remind customers of items left behind.

Discount Codes: Offer a limited-time discount for first-time buyers.

Limited-Time Offers: Create urgency with flash sales or special bundle pricing.

Retention

Goal: Encourage repeat purchases and build loyalty.

Messaging: Reward loyalty and provide exclusive content for returning customers.

Content Types:

Loyalty Rewards: Offer points or rewards programs for repeat purchases.

Exclusive Content: Share members-only skincare tips or early access to new products.

Personalized Offers: Use data to send customized offers based on purchase history.

Replenishment Reminders: Send friendly reminders when it might be time to restock.

Advocacy

Goal: Turn loyal customers into brand advocates.

Messaging: Empower customers to share their experiences and reward them for referrals.

Content Types:

Request Reviews: Ask satisfied customers to leave reviews on Lemonade’s website or social media.

Encourage Social Media Shares: Run campaigns or challenges that encourage customers to post with Lemonade products.

Referral Discounts: Provide discounts or points for customers who refer friends.

5. Personalization

To make messages more personal for Lemonade Cosmetics Vietnam, here’s how we can use data like what products people look at or buy

1. Browsing Behavior

Recently Viewed Products: Remind customers about products they looked at but didn’t buy, maybe by highlighting a discount or limited stock.

Product Category Interests: If a customer browses mostly lipsticks, show them new shades or other lip products. For those interested in skincare, share skincare tips or recommend related products.

Browsing Frequency: If someone often visits but hasn’t bought anything, offer a small incentive, like free shipping or a limited-time discount, to encourage them.

2. Purchase History

Recommendations Based on Past Buys: Suggest products that go well with items they bought before.

For example, if they bought lipstick, recommend lip liners or glosses.

Restock Reminders: Send a reminder when it’s likely time for them to reorder a product they bought before, like every month for a commonly-used product.

Suggesting Higher-End or Related Items: If a customer bought basic eyeliner, next time, suggest waterproof or long-lasting options.

3. Engagement level.

Birthday or Anniversary Offers: Send special offers or recommendations for a customer’s birthday or anniversary with the brand.

Special Offers for Loyal Customers: For customers who buy often, suggest limited-edition items or give them early access to new products..

For Frequent Buyers: Suggest limited-edition items or offer early access to new products.

By using these simple ideas, Lemonade Cosmetics Vietnam can make messages feel more personal and relevant to each customer..

6. Timing

Awareness: (Reach out with introductory content shortly after a customer first interacts with the brand.)

Objective: Introduce Lemonade’s lipstick to new customers and create brand awareness.

First Interaction: As soon as a customer engages with the brand (e.g., visits the website or social media), deliver targeted ads or introductory emails within 24 hours. These can highlight key aspects of Lemonade’s lipstick, like its high-quality finish and customer reviews.

Educational Content: After the initial interaction, follow up 2-3 days later with content that explains Lemonade’s product values, like safe ingredients, matte finish, and versatility for everyday use.

Consideration: (Send follow-up emails within 1-2 days of website visits or sample requests.)

Objective: Engage potential buyers who are considering Lemonade’s lipstick, helping them learn more and feel confident in their choice.

Follow-up After Engagement: When a potential customer visits the website, browses lipstick products, or requests a sample, send a follow-up email within 1-2 days. This email could include detailed product information, tutorials on how to apply matte lipstick, and customer testimonials to help overcome any concerns.

Personalized Recommendations: Provide personalized recommendations based on their browsing or engagement history within 3 days. For example, if they viewed matte lipsticks, highlight shades that suit different occasions or that are popular among Lemonade fans.

Purchase: (For cart abandonment, send a reminder 1 hour post-abandonment, followed by another within 24 hours if not completed.)

Objective: Convert potential customers into buyers, especially those who have shown high interest (e.g., added items to cart).

Cart Abandonment Reminder: If a customer abandons their cart, send a reminder within 1 hour. Remind them of the benefits of Lemonade lipsticks, like their suitability for various events and vibrant colors.

Follow-Up Reminder: If they don’t complete the purchase, send another reminder within 24 hours. You could add a discount or free shipping offer here to incentivize the purchase.

Retention: (Post-purchase thank-you message immediately, followed by loyalty reward offers after one week.)

Objective: Keep customers engaged after purchase and build loyalty.

Thank-You Message: Immediately after purchase, send a thank-you email to acknowledge the purchase and express appreciation.

Loyalty Rewards Offer: About a week after purchase, send an offer encouraging them to try new products, perhaps by giving a discount on other items like foundation or eyeshadow that complement their lipstick purchase.

Advocacy: (Request a review a week after the purchase and encourage sharing during seasonal promotions or product launches.)

Objective: Encourage satisfied customers to become advocates for the brand.

Request a Review: About one week after purchase, invite the customer to leave a review, sharing their thoughts on Lemonade’s lipstick. This review could cover aspects like color payoff, feel, and longevity.

Encourage Sharing: During seasonal promotions or product launches, ask customers to share their look on social media or refer friends. Consider offering a small reward, like a discount on their next purchase, for sharing their review or purchase on social media.

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Demographics: Typically aged 18-30, living in urban areas (like Ho Chi Minh City or Hanoi), including students and young professionals in urban areas who follow local fashion trends.

Preferences:

Young people loves bags that stand out and make a statement, valuing unique designs and a range of sizes for different occasions. They seek to stay on top of trends and use accessories to express their personality.

Look good but are also functional, durable, and versatile enough to use daily. Size options are important to them as they like to match their bag choice with specific needs—whether for work, casual outings, or travel.

Values:

Young people are highly influenced by social media and fashion influencers. They’re keen on brands that provide fresh, edgy designs, making them ideal ambassadors for Chautfifth’s stylish and youthful aesthetic.

Values accessible pricing paired with high quality, they appreciate brands that provide a luxury feel at an affordable price.