Today, Pau Valdés interviews Belén Martínez-Aldama , marketing director of Percentil , a company with a very particular and innovative business model. It is a full service marketplace specialized in the sale of second-hand clothing (almost new). Unlike traditional marketplaces, Percentil is in charge of collecting , categorizing , photographing , publishing , promoting and selling the used clothes of those people who want to make a profit on the clothes they no longer use.
Belén has comprehensive, high-level experience in Israel Phone Number List, finance and luxury fashion, having previously worked for large companies such as Deloitte , Christian Dior , Loewe and Hackett London . This multi-area experience has allowed Percentile to apply effective strategies to improve certain key indicators, such as Cost Per Acquisition (CPA) and Customer Lifetime Value (CLTV).
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Below, Belén and Pau talk about:
1. What is the key to accurately profiling the prospect?
Percentile has a presence in Spain, France and Germany, and targets groups of people of all ages, tastes and preferences, which makes the process of profiling the potential client more complex than it is naturally already in the industry of clothing and marketplaces. However, despite its complexity, profiling can never be neglected, since it is what guarantees the effectiveness in the sale of products with the minimum possible costs and efforts .
In this context, the key to profiling accurately and correctly is to maintain constant monitoring of real customers and potential customers , so that the profiling can be updated based on changes in consumption habits, interests, trends, etc. . This means that building an appropriate profile is not something “one time”, but rather it is something iterative and empirical that requires permanent learning about the public by the company.
For example, in Percentile they studied which are the most purchased clothing brands in each country and, based on this data, the company refined its Forex Email List strategies better. Consequently, the campaigns began to show increasingly positive results, with a considerable reduction in CPA.
However, despite having a very good segmentation, Belén explains that sometimes there are campaigns that do not work as expected , since audiences react differently than projected. Hence the extreme importance of constantly profiling the potential client under a trial-error model .
2. Acquisition or loyalty? What to invest in?
Deciding whether to invest financial resources in acquisition or loyalty campaigns depends exclusively on the objectives of each company . In the case of Percentile, it is a business that is still small. Therefore, they are focusing their efforts on the expansion and growth of the company, which means that the most appropriate at a strategic level is to invest in campaigns for the acquisition of new clients rather than loyalty of old clients.
However, although most of the economic resources are going towards the acquisition objectives, in parallel they have been developing very powerful organic campaigns to encourage loyalty. For the company, it has become almost a strategic obsession to maximize the Customer Lifetime Value at the lowest possible cost.
Belén explains that, to increase the CLTV and get customers to repeat all their purchases over and over again in Percentile and not in any other marketplace in the market, it is necessary to know the buyers very well from the moment they first arrive once to the company . Only in this way is it possible to design strategies, techniques, messages and content that effectively impact customers and trigger a new purchase decision in them.
For example, something that has worked very well for Percentile to increase CLTV is email marketing. Every time the company sends a newsletter to its contact base of old customers, it is just when the highest sales peaks occur during the day .
“Being able to become that newsletter -of reference- for that specific topic and that it is the newsletter of reference for the person you are sending it to is a topic that ends up generating enormous engagement .”
Pau Valdes. CEO and Co-Founder of InboundCycle
3. Is it really necessary to monitor the campaigns on a daily basis?
Yes! Absolutely, it is necessary to always monitor the campaigns on a daily basis . Marketing professionals sometimes assume a confident attitude when a campaign is having very good results and with increasingly reduced CPAs, so we decide to turn our full attention for a few days to other campaigns or strategies. This, without a doubt, is a serious mistake.
From her own experience, Belén has seen how, when she stops paying attention to them for just a few days, her successful campaigns begin to generate less positive results, showing decreases in sales and increases in CPAs.
Without a doubt, the attention on campaigns cannot be diverted for a single day , since, as we have mentioned, there are strategies that require constant renewal. It is true that this process requires a lot of time and effort, and that when it comes to strategic creativity it is something that cannot be automated. However, it is worth being there day by day updating the campaigns, since this way the results will always be better.
Finally, listen to the detailed explanation of these topics right now or download the episode and listen to it whenever you feel like it. You can also check out all the episodes of the Marketing Leaders podcast here .
If you have any questions about the subject or have any questions for Belén or Pau, we encourage you to leave them in the comments section so they can solve it for you.
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