How to gain client loyalty and control with an open source CMS
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Krimson presented a solution for Nebus Loyalty's problems with their current loyalty marketing platform. Nebus Loyalty was spending a considerable budget on a closed-source system with little control that took weeks to implement small changes. Krimson proposed using Drupal, an open-source content management system, which would allow for more control, flexibility, and faster development at a lower cost. They created a new platform called the Pickwick Project to address Nebus Loyalty's needs. Initial quick wins included integrations that took from minutes to days to implement, demonstrating Drupal's capabilities.
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How to gain client loyalty and control with an open source CMS
- 4. Background
- 7. Online shops to redeem points
- 8. Online campaigns to fuel promotions
- 9. Marketing and communication agency
- 10. Problems
- 11. It's all about Freedom
- 13. Closed Source
- 16. Six weeks to place a logo
- 17. No results found
- 18. It's just a shop
- 19. UnFlexible
- 20. The solution
- 21. The right team
- 23. What is Drupal?
- 26. The right tools
- 28. Open Source
- 30. More control
- 32. Ægir step by step (1/3)
- 33. Ægir step by step (2/3)
- 34. Ægir step by step (3/3)
- 35. Default drupal solutions Faceted Searching Powerful Content Management
- 36. Challenges
- 37. Quick Wins
- 38. Quick wins Google ecommerce (5 min) Mailchimp integration (1hr) SEO Technical SEO out of the box PayPal integration (15 min) Ogone integration (2 days, reusable) Multilanguage Faceted search Share RSS feeds …
- 39. Status and near future
- 40. Follow the Druplicon to find us at ... DrupalVillage.be
Hinweis der Redaktion
- At first Dries will explain you what Loyalty marketing is, and which problems they faced implementing a new 2.0 Strategy. I will explain you how Krimson was able to step in and provide solutions to all there problems. And finally Dries will pick in again to show you some extra Quickwins
- Welcome to the first of 4 workshops around Drupal. During the next 29 minutes, our client Dries Coucke and I (Roel De Meester) will explain you how we use Open Source tools to allow clients to to help them selves.
- At first Dries will explain you what Loyalty marketing is, and which problems they faced implementing a new 2.0 Strategy. I will explain you how Krimson was able to step in and provide solutions to all there problems. And finally Dries will pick in again to show you some extra Quickwins
- Our client is a European market leader in loyalty marketing. They specialize in loyalty programs (think of saving points in the supermarket to buy products) and loyalty promotions (think of short term collectible campaigns like Disney stickers). Loyalty marketing is moving from a traditional offline business – where people collect stamps and send them to a service provider – to an online business for two reasons. First of all, online shops replace the traditional way of redeeming points (
- Who is Nebus Loyalty ?
- First reason why we see a shift to online is to replace the traditional way of redeeming points .
- The second reason is that the internet offers plenty of possibilities to further fuel loyalty promotions. Think of games, community, refer a friend functionality, facebook integration,… anything you can hear lots about here at DMF.
- To help us implement our online strategy, a marketing and communications agency in Amsterdam was contacted. We received plenty of slides and plans, which resulted in an platform to build shops.
- What are the problem(s) Nebus Loyalty was facing ?
- All the problems encountered during the first part of the project, ie. Before we jumped into, came down to one single point. * Freedom of choice * Freedom of using Open Source * Freedom of choosing to outsource the work you can't do Freedom Alert: Whenever you see this image -> pay attention
- A very high budget was spent (think 5 zeroes), not only in absolute terms, but also relative to what we got. So why was it expensive and what did we get precisely.
- First of all, the technology was based on closed source software. As a result : High license costs, not only for the software, but also for the hosting were a result. Our technical partner calls this the 'License Avalanche'
- Without informing us, the agency outsourced development to a company in Eastern Europe. And although we have nothing against outsourcing in general, this subcontracting became one of the main cost drivers. Especially the maintenance contract was substantial. Don’t loose sight of the fact that we weren’t doing rocket science: we were looking for a flexible way to develop webshops and community microsites for our clients.
- For something this expensive, one hopes to get good quality. But the opposite was true and there was a serious lack of control : ** Very (and I mean very) limited Content Management functionality ** Absolutely no possibilities to do some development Building a new shop : only CSS/color changes allowed The service provider decided what should go on the site. We were their prisoner
- Just as an example: our client requested to have a logo on a position that could not be served from the CMS. The lead time was six weeks… Even worse than the costs is the inflexibility that we had towards our clients. Going into the details doesn’t serve this presentation, but the main message is that we had no development possibilities and barely any control over content and design.
- And another example: The search functionality, One of the most used features on a website, was not strong enough. Either you could search on price or on category. Searching for 'summer' articles of less than '5€'. NOT possible
- As marketeers, you know the importance of using the buzzword web 2.0 in presentation. For our loyalty marketing, it was important that we could help our clients to implement their 2.0 strategy. With the MS Commerce platform, the second branch of our internet strategy could not be supported. We only could build shops. No Community possibilities * pixar kaartjes uitwisselen * integreren van campagnes
- In general.. The solution we payed for was NOT flexible. To difficult to change the visuals on the site (adding CTA blocks, changing banner images,. ..) To difficult to change the functionality towards a web2.0 solution.
- The solution is not only to be found in a better techincal solution. To get optimal results you'll also need to surround you with the best people
- Dries was hired as an External PM to get Loyalty 2.0 project back on track. His competences in eBay and similar projects made him the perfect mix between marketing and technology The immediately saw the need for Open Source and Drupal to help Nebus build their web 2.0 platform.
- Krimson: team of drupal experts in Antwerp We are active in Belgian Drupal community. Drupal.be redesign, training, usergroup meetings, sponsoring, organising drupalcon * Drupal experts * The engine behind the marketing. * open Communication - Knowledge sharing * We want solve the HARD problems * After rollout -> knowledge transfer to client + available for more difficult tasks :) Loose that client !
- [Second slide] You will find the ambassadors in Belgium and at DMF 09 of this very active and rapidly growing community in the Drupal Village a community within the Drupal community 4 leading Drupal experts in Belgium, ready to help you with your Drupal project, from architecture and design, through to site customisation, multilingual content and optimisation. Their cutting-end expertise includes multi-site environments, new site launch with a click of a button, secure online payment with Bancontact / MisterCash and Integrated email marketing. By offering commercial grade support for Drupal, the Drupal Village helps organizations adopt and implement Drupal with confidence.
- For the same budget as originally spend for building 1 webshop, we would be able to build and host 5 websites. Why : No license fees needed Some development is done in house Cheaper hosting
- Open Source means that the source code (the engine behind the program) can be downloaded from the internet. Most of the time this also implies that there is no license fee to be paid. More important is that anyone can view the code, and make comments/suggestions for improvement. More eyes can see more bugs! Higher quality of code. Drupal is free and the engine behind 10 thousands of websites. Krimson takes the open source philosophy one step further and is also in sharing their knowledge to the client
- Krimson is very open in it's communication to their clients. When we need the help of external professionals we will clearly communicate this, and explain why we need the extra hand. There are typically 2 cases in which we will subcontract drupal development * When we have a resource problem – not enough people. We hire freelance who work IN our office * When the external company has more knowledge about some part of the project
- Drupal allows you to * change content * prices * add CTA blocks * translate text * change the menu's * Change the payment methods * .... Krimson is happy that client hired an internal developer. In future : 1 click installations -> developers starts from there
- Aegir allows you to deploy new websites based on existing drupal platforms. Example platform would be * a loyalty 2.0 webshop * an intranet * a loyalty game in flash (flash game not included)
- As a administrator you'll see a list of drupal sites under your control.
- When creating a new site One has to supply at least the * domain name of the new site * the type of platform you'd like to create a site for
- After succesfull installation You are than redirect to the configuration page of the new site, to finish the setup of the new site. In this case.. the client will need to define the 2.0 tools he'd like to use, and upload a flash game that directly interacts with those community tools.
- Place a new logo. Do you have 5 seconds?
- Changing requirements - Fixed releasedate Herorganisatie : JDEdwars integratie stopgezet - personeel herorganisatie Building a framework .. Not just 1 shop Hosting en Release Management ** OTAP omgeving -> ontwikkeling = T : Rollout naar A -> Hosting partij verantwoordelijk voor P
- SEO capabilities tableless design clean human readable urls Metatags pagetitle XML sitema
- * eigen online team * eerste shop live (100k) * Airmiles einde 09 (5.3Milj airmiles kaarten) * Aegir - one click Shop creation by sales en marketeers ** Want to demo a concept + press "Create site" button [image] ** No need for Krimson - ask them for more info at their booth
- To conclude, we invite you to join us in the Drupal Village (booth F05) And obtain from Drupal experts free advice for your web project