{"id":367,"date":"2025-04-04T14:52:02","date_gmt":"2025-04-04T12:52:02","guid":{"rendered":"https:\/\/loyaltiq.com\/?p=367"},"modified":"2025-07-03T17:08:29","modified_gmt":"2025-07-03T15:08:29","slug":"emco-navyseni-poctu-opakovanych-objednavek-diky-retenci","status":"publish","type":"post","link":"https:\/\/loyaltiq.com\/cs\/emco-navyseni-poctu-opakovanych-objednavek-diky-retenci\/","title":{"rendered":"Emco: Nav\u00fd\u0161en\u00ed po\u010dtu opakovan\u00fdch objedn\u00e1vek o\u00a013,5\u00a0% d\u00edky retenci"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Jak\u00e9 jsme stanovili c\u00edle<\/strong><\/h2>\n\n\n\n<p>S klientem Emco jsme si stanovili jako c\u00edle pro H1 2024&nbsp;<strong>nav\u00fd\u0161en\u00ed opakovan\u00fdch objedn\u00e1vek na e-shopu Emco o&nbsp;10&nbsp;%<\/strong>.<\/p>\n\n\n\n<p>Sekund\u00e1rn\u00edm po\u017eadavkem klienta bylo&nbsp;<strong>spln\u011bn\u00ed p\u016flro\u010dn\u00edho pl\u00e1nu tr\u017eeb, kter\u00fd byl meziro\u010dn\u011b nav\u00fd\u0161en\u00fd o&nbsp;17,3&nbsp;%<\/strong>. A&nbsp;d\u00e1le&nbsp;<strong>n\u00e1vratnosti investice (PNO) maxim\u00e1ln\u011b do hodnoty 5,96&nbsp;%<\/strong>, kdy jsme do n\u00e1klad\u016f zapo\u010d\u00edt\u00e1vali spend placen\u00fdch kan\u00e1l\u016f, poplatek za CDP platformu, dal\u0161\u00ed marketingov\u00e9 kan\u00e1ly a&nbsp;agenturn\u00ed fee.<\/p>\n\n\n\t\t\t\t<div class=\"component component-article-stats not-prose my-8 lg:my-16\">\n\t\t\t\t\t\t\t<div class=\"grid divide-neutral-300 divide-y border-y border-neutral-300\">\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row gap-x-12 gap-y-2 lg:gap-x-24 justify-between py-5\">\n\t\t\t\t<div class=\"flex items-center md:text-lg tracking-normal text-balance\">\n\t\t\t\t\t<div class=\"[&_b]:font-bold [&_strong]:font-bold\">\n\t\t\t\t\t\t<p>Celkov\u00e9 meziro\u010dn\u00ed&nbsp;<strong>nav\u00fd\u0161en\u00ed po\u010dtu opakovan\u00fdch objedn\u00e1vek<\/strong><\/p>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"font-headings md:min-w-[12rem] font-light text-5xl lg:text-7xl sm:text-right\">\n\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"1\" gsap-end=\"13.5\" gsap-decimals=\"1\" gsap-suffix=\"%\">13,5<\/span>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row gap-x-12 gap-y-2 lg:gap-x-24 justify-between py-5\">\n\t\t\t\t<div class=\"flex items-center md:text-lg tracking-normal text-balance\">\n\t\t\t\t\t<div class=\"[&_b]:font-bold [&_strong]:font-bold\">\n\t\t\t\t\t\t<p>P\u0159epln\u011bn\u00ed pl\u00e1nu&nbsp;<strong>obratu<\/strong><\/p>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"font-headings md:min-w-[12rem] font-light text-5xl lg:text-7xl sm:text-right\">\n\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"2\" gsap-end=\"17.3\" gsap-decimals=\"1\" gsap-suffix=\"%\">17,3<\/span>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row gap-x-12 gap-y-2 lg:gap-x-24 justify-between py-5\">\n\t\t\t\t<div class=\"flex items-center md:text-lg tracking-normal text-balance\">\n\t\t\t\t\t<div class=\"[&_b]:font-bold [&_strong]:font-bold\">\n\t\t\t\t\t\t<p>Udr\u017een\u00ed celkov\u00e9ho&nbsp;<strong>PNO pod c\u00edlovou hodnotou<\/strong><\/p>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"font-headings md:min-w-[12rem] font-light text-5xl lg:text-7xl sm:text-right\">\n\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"3\" gsap-end=\"5.96\" gsap-decimals=\"1\" gsap-suffix=\"%\">5,96<\/span>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row gap-x-12 gap-y-2 lg:gap-x-24 justify-between py-5\">\n\t\t\t\t<div class=\"flex items-center md:text-lg tracking-normal text-balance\">\n\t\t\t\t\t<div class=\"[&_b]:font-bold [&_strong]:font-bold\">\n\t\t\t\t\t\t<p>Spln\u011bn\u00ed pod\u00edlu prvn\u00edch objedn\u00e1vek na celkov\u00e9m obratu<\/p>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"font-headings md:min-w-[12rem] font-light text-5xl lg:text-7xl sm:text-right\">\n\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"4\" gsap-end=\"15\" gsap-decimals=\"1\" gsap-suffix=\"%\">15<\/span>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\n\n<p>Vzhledem k&nbsp;problematice cookie li\u0161ty a&nbsp;ne\u00faplnosti dom\u011b\u0159en\u00ed dat v&nbsp;reklamn\u00edch n\u00e1stroj\u00edch, jsme se rozhodli kampan\u011b vyhodnocovat z&nbsp;e-shopov\u00fdch dat nezat\u00ed\u017een\u00fdch atribuc\u00ed. Abychom mohli p\u0159\u00ednos reten\u010dn\u00edch kampan\u00ed spr\u00e1vn\u011b m\u011b\u0159it, p\u0159ipravil n\u00e1\u0161 datov\u011b-analytick\u00fd t\u00fdm Databy reporting, ve kter\u00e9m jsme mohli sledovat v\u00fdvoj reten\u010dn\u00edch metrik v&nbsp;\u010dase.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u010c\u00edm se zab\u00fdv\u00e1 Emco<\/strong><\/h2>\n\n\n\n<p>Emco je \u010desk\u00e1 rodinn\u00e1 firma zalo\u017een\u00e1 v&nbsp;roce 1990 Zde\u0148kem Jahodou, kter\u00e1 se specializuje na v\u00fdrobu a&nbsp;distribuci cere\u00e1ln\u00edch v\u00fdrobk\u016f a&nbsp;zdrav\u00e9 v\u00fd\u017eivy. D\u00edky vlastn\u00edmu ml\u00fdnu a&nbsp;pe\u010dliv\u011b vybran\u00fdm surovin\u00e1m nab\u00edz\u00ed Emco \u0161irokou \u0161k\u00e1lu kvalitn\u00edch produkt\u016f, v\u010detn\u011b ovesn\u00fdch vlo\u010dek, m\u00fcsli a&nbsp;cere\u00e1ln\u00edch ty\u010dinek. Firma klade d\u016fraz na inovaci a&nbsp;udr\u017eitelnost, co\u017e ji b\u011bhem let posunulo mezi p\u0159edn\u00ed hr\u00e1\u010de na trhu zdrav\u00e9 v\u00fd\u017eivy nejen v&nbsp;\u010cesk\u00e9 republice, ale i&nbsp;v zahrani\u010d\u00ed. Emco se py\u0161n\u00ed sv\u00fdm rodinn\u00fdm charakterem, kter\u00fd se odr\u00e1\u017e\u00ed v&nbsp;d\u016frazu na kvalitu, tradici a&nbsp;p\u00e9\u010di o&nbsp;z\u00e1kazn\u00edky. S&nbsp;v\u00edce ne\u017e t\u0159icetiletou histori\u00ed a&nbsp;silnou pozic\u00ed na trhu se Emco st\u00e1le rozr\u016fst\u00e1 a&nbsp;hled\u00e1 nov\u00e9 zp\u016fsoby, jak p\u0159in\u00e9st zdrav\u00e9 a&nbsp;chutn\u00e9 produkty do ka\u017edodenn\u00edho \u017eivota sv\u00fdch z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Jak jsme ke spolupr\u00e1ci p\u0159istoupili<\/strong><\/h2>\n\n\n\n<p>Vzhledem k&nbsp;po\u017eadavku klienta na synchronn\u00ed spln\u011bn\u00ed t\u0159\u00ed KPIs&nbsp;\u2013 obratu, PNO a&nbsp;reten\u010dn\u00edch metrik, jsme museli zm\u011bnit tradi\u010dn\u00ed online marketingov\u00fd p\u0159\u00edstup, jeho\u017e z\u00e1kladem jsou placen\u00e9 kan\u00e1ly Google Ads, Sklik a&nbsp;Meta. P\u00e1te\u0159\u00ed na\u0161\u00ed strategie se stal p\u0159\u00edstup zam\u011b\u0159en\u00fd na z\u00e1kaznickou analytiku, ze kter\u00e9 n\u00e1sledn\u011b vych\u00e1zela segmentace, personalizace a&nbsp;tvorba reten\u010dn\u00edch sc\u00e9n\u00e1\u0159\u016f a&nbsp;automatizac\u00ed. Tradi\u010dn\u00ed PPC kan\u00e1ly tvo\u0159ily pouze men\u0161\u00ed \u010d\u00e1st na\u0161ich aktivit. V&nbsp;r\u00e1mci p\u016flro\u010dn\u00ed pr\u00e1ce jsme se d\u00e1le zam\u011b\u0159ili na testov\u00e1n\u00ed incentiv a&nbsp;nab\u00eddek, kter\u00e9 hr\u00e1ly d\u016fle\u017eitou roli v&nbsp;pln\u011bn\u00ed stanoven\u00fdch KPIs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u00davod spolupr\u00e1ce<\/strong><\/h2>\n\n\n\n<p>V \u00fapln\u00e9m za\u010d\u00e1tku spolupr\u00e1ce s&nbsp;Emco jsme provedli testovac\u00ed objedn\u00e1vku, abychom se sezn\u00e1mili se zku\u0161enost\u00ed, kterou z\u00edsk\u00e1 p\u0159i procesu objedn\u00e1n\u00ed a&nbsp;po doru\u010den\u00ed z\u00e1silky z\u00e1kazn\u00edk. A&nbsp;d\u00e1le jsme p\u0159ipravili anal\u00fdzu z&nbsp;dostupn\u00fdch z\u00e1kaznick\u00fdch dat, v&nbsp;r\u00e1mci kter\u00e9 jsme se zam\u011b\u0159ili na m\u00edru opakovan\u00fdch objedn\u00e1vek, pr\u016fm\u011brn\u00fd po\u010det objedn\u00e1vek na z\u00e1kazn\u00edka, po\u010det SKU i&nbsp;polo\u017eek v&nbsp;objedn\u00e1vce, produktov\u00e9 zastoupen\u00ed v&nbsp;ko\u0161\u00edku, uplat\u0148ov\u00e1n\u00ed bod\u016f p\u0159i objedn\u00e1v\u00e1n\u00ed a&nbsp;pr\u016fm\u011brnou v\u00fd\u0161i objedn\u00e1vky.<\/p>\n\n\n\n<p>Na z\u00e1klad\u011b t\u011bch vstup\u016f jsme p\u0159ipravili n\u011bkolik hypot\u00e9z n\u00edzk\u00e9 m\u00edry retence a&nbsp;objedn\u00e1vek obecn\u011b.&nbsp;<\/p>\n\n\n\n<p>Abychom si tyto hypot\u00e9zy potvrdili, p\u0159ipravili jsme d\u00e1le pr\u016fzkum mezi z\u00e1kazn\u00edky. Ve kter\u00e9m jsme zji\u0161\u0165ovali pravidelnost n\u00e1kup\u016f cere\u00e1li\u00ed, m\u00edsto n\u00e1kupu, zda se p\u0159edz\u00e1sobuj\u00ed nebo nakupuj\u00ed nahodile, ov\u011b\u0159ovali jsme si atraktivitu v\u011bt\u0161\u00edch balen\u00ed za zv\u00fdhodn\u011bnou cenu a&nbsp;tak\u00e9 atraktivitu d\u00e1rk\u016f a&nbsp;rychlost sb\u00edr\u00e1n\u00ed bod\u016f v&nbsp;r\u00e1mci v\u011brnostn\u00edho programu.<\/p>\n\n\n\n<p>Na z\u00e1klad\u011b v\u00fdstup\u016f jsme p\u0159ipravili n\u011bkolik doporu\u010den\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>proto\u017ee z\u00e1kazn\u00edk pravd\u011bpodobn\u011b nakupuje cere\u00e1lie a&nbsp;dal\u0161\u00ed produkty Emco p\u0159i sv\u00fdch t\u00fddenn\u00edch n\u00e1kupech, je pot\u0159eba vytvo\u0159it d\u016fvod, pro nakupov\u00e1n\u00ed na e-shopu Emco:&nbsp;<strong>vytvo\u0159it produktov\u00e9 sety<\/strong>&nbsp;(v\u00fdhodn\u011bj\u0161\u00ed balen\u00ed p\u0159i n\u00e1kupu v\u00edce kus\u016f) \u2013 s&nbsp;klientem jsme se domluvili na bal\u00ed\u010dku 5+1, klient nav\u00edc v&nbsp;pr\u016fb\u011bhu \u010dasu doplnil je\u0161t\u011b o&nbsp;kartonov\u00e1 balen\u00ed&nbsp;<\/li>\n\n\n\n<li>za\u010d\u00edt v\u00edce&nbsp;<strong>komunikovat existenci klubu a&nbsp;jeho mechaniku<\/strong><\/li>\n\n\n\n<li>velk\u00e9 mno\u017estv\u00ed d\u00e1rk\u016f 421 polo\u017eek (z\u00e1kazn\u00edci si vyb\u00edrali pouze z&nbsp;20&nbsp;% d\u00e1rk\u016f k&nbsp;dispozici) \u2013&nbsp;<strong>z\u00fa\u017een\u00ed a&nbsp;zatraktivn\u011bn\u00ed d\u00e1rk\u016f v&nbsp;r\u00e1mci v\u011brnostn\u00edho programu<\/strong><\/li>\n\n\n\n<li>p\u0159id\u00e1n\u00ed incentiv pro vybran\u00e9 segmenty<\/li>\n<\/ul>\n\n\n\n<p>Jako n\u00e1sleduj\u00edc\u00ed krok jsme se pustili do kontroly nastaven\u00ed a&nbsp;sc\u00e9n\u00e1\u0159\u016f v&nbsp;CDP Samba. Vzhledem k&nbsp;tomu, \u017ee klient vyu\u017e\u00edval n\u00e1stroj prim\u00e1rn\u011b pro hromadn\u00e9 ak\u010dn\u00ed rozes\u00edlky, p\u0159idali jsme automatizace pro opu\u0161t\u011bn\u00fd ko\u0161\u00edk (dvoukrokov\u011b), opu\u0161t\u011bnou (kvalitn\u00ed) n\u00e1v\u0161t\u011bvu a&nbsp;uv\u00edtac\u00ed s\u00e9rii. Posledn\u011b jmenovan\u00e1 automatizace sice nem\u00e1 p\u0159\u00edm\u00fd dopad na opakovan\u00e9 objedn\u00e1vky, ale z&nbsp;businessov\u00e9ho hlediska smysl d\u00e1v\u00e1, proto jsme ji bez ohledu na na\u0161e c\u00edle za\u0159adili.&nbsp;<\/p>\n\n\n\n<p>N\u00e1sledn\u011b jsme p\u0159evzali \u00fa\u010dty v&nbsp;Google Ads, Skliku a&nbsp;Meta, kde jsme provedli rutinn\u00ed kontrolu nastaven\u00ed m\u011b\u0159en\u00ed a&nbsp;zalo\u017eili nov\u00e9 on-going kampan\u011b.<\/p>\n\n\n\n<p>Ve spolupr\u00e1ci s&nbsp;klientem potom vznikl i&nbsp;obsahov\u00fd pl\u00e1n rozes\u00edlek, kter\u00fd kombinoval r\u016fzn\u00e1 t\u00e9mata Emco (nap\u0159. sn\u00edda\u0148ov\u00e9 tipy, Den matek, atd.) se segmentovan\u00fdmi reten\u010dn\u00edmi kampan\u011bmi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Leden 2024<\/strong><\/h2>\n\n\n\t\t\t\t<figure class=\"component component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t<picture class=\"inline\">\n\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/loyaltiq.com\/wp-content\/cache\/image\/1024x0-default\/01-300.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/01-300.png\" width=\"1024\" height=\"580\" alt=\"\" loading=\"lazy\" class=\"max-w-full h-auto rounded-2xl\">\n\t\t\t\t<\/picture>\n\n\t\t\t<\/figure>\n\n\n\n<p>Prvn\u00ed rozes\u00edlkou byla<strong>&nbsp;Reaktivace<\/strong>&nbsp;zam\u011b\u0159en\u00ed na u\u017eivatele segmentovan\u00e9&nbsp;<strong>podle po\u010dtu objedn\u00e1vek a&nbsp;dn\u016f od posledn\u00edho n\u00e1kupu<\/strong>.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Kontakty s&nbsp;1 objedn\u00e1vkou naposled p\u0159ed 45\u2009\u2013\u2009720&nbsp;dny<\/li>\n\n\n\n<li>Kontakty s&nbsp;2 objedn\u00e1vkami naposled p\u0159ed 45\u2009\u2013\u2009720&nbsp;dny<\/li>\n\n\n\n<li>Kontakty s&nbsp;3+ objedn\u00e1vkami, 45\u2009\u2013\u2009720&nbsp;d<\/li>\n\n\n\n<li>Kontakty &gt;10 k&nbsp;K\u010d, naposledy p\u0159ed 45\u2009\u2013\u2009720&nbsp;dny<\/li>\n<\/ul>\n\n\n\n<p>V tomto m\u011bs\u00edci jsme se zam\u011b\u0159ili na test,&nbsp;<strong>do jak\u00e9 m\u00edry je pro kontakty zaj\u00edmav\u011bj\u0161\u00ed men\u0161\u00ed sleva s&nbsp;ni\u017e\u0161\u00ed minim\u00e1ln\u00ed cenou objedn\u00e1vky, nebo vy\u0161\u0161\u00ed sleva p\u0159i vy\u0161\u0161\u00ed objedn\u00e1vce.&nbsp;<\/strong>V&nbsp;A\/B\/C testu jsme pracovali s&nbsp;hodnotami:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>sleva 100 K\u010d nad 800&nbsp;K\u010d<\/li>\n\n\n\n<li>sleva 200 K\u010d nad 1000&nbsp;K\u010d<\/li>\n\n\n\n<li>sleva 300 K\u010d nad 1200&nbsp;K\u010d&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><strong>Kampa\u0148 jsme pos\u00edlali ve 3&nbsp;vln\u00e1ch:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>(0 dn\u00ed) 1. email se slevou<\/li>\n\n\n\n<li>(+7 dn\u00ed) 2. email REMINDER se slevou<\/li>\n\n\n\n<li>(+3 dny) push notifikace a&nbsp;SMS na segment s&nbsp;minulou \u00fatratou nad 5000&nbsp;K\u010d<\/li>\n<\/ul>\n\n\n\n<p>M\u00edra otev\u0159en\u00ed v&nbsp;z\u00e1vislosti na publiku mezi 23&nbsp;% a&nbsp;40&nbsp;%&nbsp;<\/p>\n\n\n\n<p>M\u00edra prokliku v&nbsp;z\u00e1vislosti na publiku mezi 7&nbsp;% a&nbsp;27&nbsp;%&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Celkov\u00fd v\u00fdsledek:<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Meziro\u010dn\u00ed nav\u00fd\u0161en\u00ed po\u010dtu opakovan\u00fdch objedn\u00e1vek o&nbsp;38&nbsp;%<\/li>\n\n\n\n<li>Nav\u00fd\u0161en\u00ed po\u010dtu opakovan\u00fdch objedn\u00e1vek v&nbsp;obdob\u00ed kampan\u011b o&nbsp;117&nbsp;%<\/li>\n<\/ul>\n\n\n\t\t\t\t<figure class=\"component component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/emco-leden-2.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/loyaltiq.com\/wp-content\/cache\/image\/1024x0-default\/emco-leden-2.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/emco-leden-2.png\" width=\"1024\" height=\"191\" alt=\"\" loading=\"lazy\" class=\"max-w-full h-auto rounded-2xl\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t<figcaption class=\"mt-2 text-sm italic\">Graf v\u00fdvoje v&nbsp;lednu 2024<\/figcaption>\n\t\t\t<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u00danor 2024<\/strong><\/h2>\n\n\n\t\t\t\t<figure class=\"component component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t<picture class=\"inline\">\n\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/loyaltiq.com\/wp-content\/cache\/image\/1024x0-default\/02-upsell.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/02-upsell.jpg\" width=\"1024\" height=\"509\" alt=\"\" loading=\"lazy\" class=\"max-w-full h-auto rounded-2xl\">\n\t\t\t\t<\/picture>\n\n\t\t\t<\/figure>\n\n\n\n<p>Ve druh\u00e9m m\u011bs\u00edci jsme se zam\u011b\u0159ili na&nbsp;<strong>cross-sell a&nbsp;up-sell<\/strong>&nbsp;nejd\u016fle\u017eit\u011bj\u0161\u00edch kategori\u00ed \u2013&nbsp;<strong>ka\u0161\u00ed a&nbsp;mysli.<\/strong>&nbsp;Zam\u011b\u0159ili jsme se na u\u017eivatele, kte\u0159\u00ed dan\u00fd sortiment nakoupili v&nbsp;minulosti, ale ne ve zv\u00fdhodn\u011bn\u00e9m balen\u00ed&nbsp;<em>5+1 zdarma<\/em>.&nbsp;<strong>Sou\u010d\u00e1st\u00ed kampan\u011b nebyl slevov\u00fd k\u00f3d<\/strong>, pouze informace o&nbsp;v\u00fdhodn\u011bj\u0161\u00edm balen\u00ed.<\/p>\n\n\n\n<p>Po\u010det objedn\u00e1vek byl v\u00fdrazn\u011b ni\u017e\u0161\u00ed ne\u017e v&nbsp;p\u0159\u00edpad\u011b reaktivace. Stejn\u011b tak m\u00edra otev\u0159en\u00ed (7&nbsp;% \u2013 30&nbsp;%) i&nbsp;prokliku (3,6&nbsp;% \u2013 8,3&nbsp;%). P\u0159i p\u0159\u00ed\u0161t\u00ed podobn\u00e9 rozes\u00edlce vyzkou\u0161\u00edme p\u0159idat incentivu - doprava\/\u200bkupon.<\/p>\n\n\n\n<p><strong>V \u00fanoru do\u0161lo na klientov\u011b stran\u011b k&nbsp;vypnut\u00ed cel\u00e9ho e-shopu od 22. 2. do 3. 6. z&nbsp;d\u016fvodu nasazen\u00ed nov\u00e9ho ERP syst\u00e9mu.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>B\u0159ezen 2024<\/strong><\/h2>\n\n\n\t\t\t\t<figure class=\"component component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t<picture class=\"inline\">\n\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/loyaltiq.com\/wp-content\/cache\/image\/1024x0-default\/03-obnova-e-shopu.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/03-obnova-e-shopu.jpg\" width=\"1024\" height=\"565\" alt=\"\" loading=\"lazy\" class=\"max-w-full h-auto rounded-2xl\">\n\t\t\t\t<\/picture>\n\n\t\t\t<\/figure>\n\n\n\n<p>V b\u0159eznu jsme vedle informa\u010dn\u00edho emailu o&nbsp;znovuobnoven\u00ed e-shopu pos\u00edlali op\u011bt reten\u010dn\u00ed kampan\u011b.&nbsp;<\/p>\n\n\n\n<p>C\u00edlili jsme na&nbsp;<strong>podobn\u00e9 kontakty jako v&nbsp;lednov\u00e9\/\u200b\u00fanorov\u00e9 reaktivaci, ale jen na aktivn\u00ed<\/strong>&nbsp;(museli otev\u0159\u00edt n\u011bjak\u00fd email z&nbsp;p\u0159edchoz\u00ed rozes\u00edlky). Toto nastaven\u00ed zp\u016fsobilo velmi nadpr\u016fm\u011brn\u00e9 OR. Slevov\u00e9 k\u00f3dy jsme pos\u00edlali na z\u00e1klad\u011b v\u00fdsledku A\/B\/C testu, kdy jsme vylou\u010dili nejni\u017e\u0161\u00ed hodnotu slevy.<\/p>\n\n\n\n<p><strong>Kampa\u0148 jsme pos\u00edlali ve 3&nbsp;vln\u00e1ch:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>(0 dn\u00ed) 1. email se slevou<\/li>\n\n\n\n<li>(+2 dny) 2. email REMINDER se slevou<\/li>\n\n\n\n<li>(+4 dny) push notifikace a&nbsp;SMS (op\u011bt pouze omezen\u00fd segment)<\/li>\n\n\n\n<li>nav\u00edc jsme p\u0159idali kampan\u011b na Meta a&nbsp;Skliku na dan\u00fd reaktiva\u010dn\u00ed segment&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>K propagaci akce jsme prost\u0159ednictv\u00edm&nbsp;<strong>plug-inu Clincher od Samby pou\u017e\u00edvali personalizovan\u00e9 pop-upy<\/strong>, na kter\u00fdch jsme zobrazovali p\u0159ipom\u00ednku slevy pouze segment\u016fm z&nbsp;na\u0161\u00ed kampan\u011b. Pop-up s&nbsp;rekapitulac\u00ed slevov\u00e9ho k\u00f3du a&nbsp;jeho platnost\u00ed se zobrazoval vpravo dole (desktop) nebo uprost\u0159ed (mobil) obrazovky a&nbsp;z\u016fst\u00e1val viditeln\u00fd p\u0159i cel\u00e9m pohybu na webu. \u0160el minimalizovat do \u201cucha\u201d prav\u00e9ho okraje str\u00e1nky.&nbsp;<\/p>\n\n\n\n<p>Plug-in Clincher jsme tak\u00e9 podrobili A\/B testu. Audienci jsme si rozd\u011blili na 2&nbsp;stejn\u011b velk\u00e9 \u010d\u00e1sti a&nbsp;jednomu segmentu jsme pop-upy zobrazovali a&nbsp;druh\u00e9mu ne.&nbsp;<strong><u>V\u00fdsledkem bylo o&nbsp;65&nbsp;% v\u00edce objedn\u00e1vek p\u0159i zobrazen\u00ed pop-upu<\/u><\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>M\u00edra otev\u0159en\u00ed v&nbsp;z\u00e1vislosti na publiku mezi&nbsp; 55,3&nbsp;% a&nbsp;68,8&nbsp;%<\/li>\n\n\n\n<li>M\u00edra prokliku v&nbsp;z\u00e1vislosti na publiku mezi 6,4&nbsp;% a&nbsp;13,4&nbsp;%<\/li>\n<\/ul>\n\n\n\t\t\t\t<figure class=\"component component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/emco-brezen-v2.jpg\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/loyaltiq.com\/wp-content\/cache\/image\/1024x0-default\/emco-brezen-v2.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/emco-brezen-v2.jpg\" width=\"1024\" height=\"179\" alt=\"\" loading=\"lazy\" class=\"max-w-full h-auto rounded-2xl\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t<figcaption class=\"mt-2 text-sm italic\">Graf v\u00fdvoje v&nbsp;b\u0159eznu 2024<\/figcaption>\n\t\t\t<\/figure>\n\n\n\t\t\t\t<div class=\"component component-article-note my-8 lg:my-16 bg-tertiary-500 text-white rounded-2xl p-7 inset-shadow-xl inset-shadow-neutral-900\/80 not-prose\">\n\t\t\t\t\t\t\t<div class=\"flex gap-3 sm:gap-5 items-start\">\n\t\t<svg class=\"svg svg-idea size-8 sm:size-11 shrink-0\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 41 44.25\"><path d=\"M15.1401 37.1149H25.8959L25.8031 39.232C25.7285 40.5887 25.1365 41.8651 24.1491 42.7984C23.1616 43.7316 21.8539 44.2507 20.4951 44.2488C19.1364 44.2468 17.8302 43.7239 16.8455 42.7877C15.8608 41.8515 15.2725 40.5734 15.2018 39.2165C15.1709 38.5675 15.1554 37.8566 15.1401 37.1149ZM33.6228 18.6938C30.8874 2.46719 7.7221 4.12078 7.27398 20.471C7.27143 22.5921 7.77991 24.6827 8.75638 26.5657C9.73285 28.4487 11.1486 30.0687 12.8837 31.2887C13.8358 31.926 14.5055 32.9057 14.7537 34.0241H26.2204C26.5318 32.922 27.2073 31.9578 28.1367 31.2887C30.1152 29.8915 31.6727 27.9785 32.64 25.7579C33.6072 23.5373 33.9471 21.0941 33.6228 18.6938ZM41 20.4747C41.0001 20.2717 40.9601 20.0707 40.8825 19.8832C40.8049 19.6957 40.691 19.5253 40.5475 19.3818C40.404 19.2383 40.2336 19.1244 40.0461 19.0468C39.8586 18.9692 39.6576 18.9292 39.4546 18.9293H38.1447C37.9413 18.9286 37.7398 18.9681 37.5517 19.0455C37.3637 19.1229 37.1927 19.2366 37.0487 19.3802C36.9047 19.5237 36.7904 19.6943 36.7124 19.8821C36.6344 20.07 36.5943 20.2713 36.5943 20.4747C36.5943 20.678 36.6344 20.8794 36.7124 21.0672C36.7904 21.255 36.9047 21.4256 37.0487 21.5692C37.1927 21.7128 37.3637 21.8265 37.5517 21.9039C37.7398 21.9812 37.9413 22.0207 38.1447 22.0201H39.4546C39.6576 22.0201 39.8586 21.9802 40.0461 21.9026C40.2336 21.8249 40.404 21.7111 40.5475 21.5676C40.691 21.4241 40.8049 21.2537 40.8825 21.0661C40.9601 20.8786 41.0001 20.6776 41 20.4747ZM4.40571 20.4747C4.40577 20.2717 4.36584 20.0707 4.2882 19.8832C4.21056 19.6957 4.09673 19.5253 3.95321 19.3818C3.80969 19.2383 3.63931 19.1244 3.45178 19.0468C3.26426 18.9692 3.06328 18.9292 2.86032 18.9293H1.55037C1.34701 18.9286 1.14551 18.9681 0.957445 19.0455C0.769375 19.1229 0.598425 19.2366 0.454395 19.3802C0.310365 19.5237 0.196087 19.6943 0.118113 19.8821C0.040138 20.07 0 20.2713 0 20.4747C0 20.678 0.040138 20.8794 0.118113 21.0672C0.196087 21.255 0.310365 21.4256 0.454395 21.5692C0.598425 21.7128 0.769375 21.8265 0.957445 21.9039C1.14551 21.9812 1.34701 22.0207 1.55037 22.0201H2.86032C3.06328 22.0201 3.26426 21.9802 3.45179 21.9026C3.63931 21.8249 3.8097 21.7111 3.95322 21.5676C4.09673 21.4241 4.21056 21.2537 4.2882 21.0661C4.36584 20.8786 4.40577 20.6776 4.40571 20.4747ZM35.0101 34.9612C35.1523 34.8163 35.2645 34.6449 35.3403 34.4567C35.4162 34.2684 35.4542 34.0671 35.4523 33.8642C35.4503 33.6612 35.4084 33.4607 35.3289 33.2739C35.2494 33.0872 35.1339 32.918 34.989 32.7759L34.1756 31.9783C33.9701 31.7369 33.6959 31.5639 33.3896 31.4824C33.0832 31.4009 32.7593 31.4147 32.4611 31.5221C32.1628 31.6294 31.9044 31.8251 31.7202 32.0831C31.5361 32.3411 31.435 32.6492 31.4304 32.9661C31.355 33.7832 32.3369 34.464 32.8249 34.9823C32.9698 35.1244 33.1412 35.2366 33.3294 35.3125C33.5176 35.3883 33.719 35.4264 33.9219 35.4244C34.1248 35.4224 34.3254 35.3805 34.5121 35.301C34.6988 35.2216 34.868 35.1061 35.0101 34.9612ZM9.12193 9.09405C9.41181 8.80416 9.57466 8.41099 9.57466 8.00103C9.57466 7.59107 9.41181 7.1979 9.12193 6.90801L8.19075 5.97762C7.90077 5.68784 7.50755 5.52512 7.09759 5.52526C6.68763 5.5254 6.29452 5.68839 6.00473 5.97837C5.71495 6.26836 5.55223 6.66158 5.55237 7.07154C5.55251 7.4815 5.7155 7.87461 6.00548 8.1644L6.93664 9.0948C7.22661 9.38433 7.61967 9.54689 8.02944 9.54675C8.43921 9.54661 8.83216 9.38378 9.12193 9.09405ZM22.0479 2.8325V1.52331C22.0421 1.1173 21.8767 0.729895 21.5875 0.444845C21.2983 0.159796 20.9086 0 20.5026 0C20.0965 0 19.7068 0.159796 19.4176 0.444845C19.1284 0.729895 18.963 1.1173 18.9572 1.52331V2.83244C18.9636 3.23807 19.1292 3.62493 19.4183 3.90953C19.7074 4.19413 20.0968 4.35365 20.5025 4.35365C20.9082 4.35366 21.2976 4.19416 21.5867 3.90958C21.8758 3.62499 22.0415 3.23814 22.0479 2.8325ZM8.18014 34.9823C8.67622 34.4581 9.65118 33.7767 9.57456 32.9487C9.56859 32.639 9.4701 32.3382 9.29177 32.085C9.11343 31.8318 8.86341 31.6377 8.57386 31.5278C8.28431 31.4178 7.96848 31.397 7.66701 31.468C7.36554 31.5391 7.09222 31.6987 6.88221 31.9263L6.01599 32.7759C5.73257 33.0648 5.57381 33.4534 5.5738 33.8582C5.5738 34.2629 5.73256 34.6515 6.01598 34.9405C6.29939 35.2294 6.68484 35.3957 7.08951 35.4035C7.49417 35.4113 7.88576 35.2601 8.18014 34.9823ZM34.0684 9.0948L34.9996 8.1644C35.2895 7.87461 35.4525 7.4815 35.4527 7.07154C35.4528 6.66158 35.2901 6.26836 35.0003 5.97837C34.7105 5.68839 34.3174 5.5254 33.9075 5.52526C33.4975 5.52512 33.1043 5.68784 32.8143 5.97762L31.8831 6.90801C31.6025 7.19972 31.4476 7.58982 31.4514 7.99454C31.4553 8.39926 31.6177 8.78632 31.9038 9.07261C32.1899 9.3589 32.5769 9.52159 32.9816 9.52573C33.3863 9.52988 33.7765 9.37516 34.0684 9.0948Z\" fill=\"url(#paint0_linear_37_308)\"\/><defs><linearGradient id=\"paint0_linear_37_308\" x1=\"20.5\" y1=\"0\" x2=\"20.5\" y2=\"44.2488\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#0DF5C1\"\/><stop offset=\"1\" stop-color=\"#0362FD\"\/><\/linearGradient><\/defs><\/svg>\n\t\t<div class=\"prose prose-invert lg:text-lg\">\n\t\t\t<p>Pr\u016fm\u011brn\u00e9 OR 60,19&nbsp;% \u2013 vysok\u00e9 OR bylo zp\u016fsobeno c\u00edlen\u00edm na kontakty, co otev\u0159ely u\u017e lednovou reaktivaci: jednalo se o&nbsp;historicky aktivn\u00ed segment.&nbsp;<strong>Pr\u016fm\u011brn\u00e9 OR 60,19&nbsp;% je excelentn\u00ed v\u00fdsledek.<\/strong><\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Duben 2024<\/strong><\/h2>\n\n\n\t\t\t\t<figure class=\"component component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t<picture class=\"inline\">\n\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/loyaltiq.com\/wp-content\/cache\/image\/1024x0-default\/05-200.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/05-200.jpg\" width=\"1024\" height=\"536\" alt=\"\" loading=\"lazy\" class=\"max-w-full h-auto rounded-2xl\">\n\t\t\t\t<\/picture>\n\n\t\t\t<\/figure>\n\n\n\n<p>V dubnov\u00e9 rozes\u00edlce jsme zkr\u00e1tili dobu od posledn\u00edho n\u00e1kupu ze 45 na 30 dn\u00ed. Nav\u00edc jsme testovali graduj\u00edc\u00ed slevu, tedy v&nbsp;prvn\u00edm emailu \u0161el kupon na 200 K\u010d p\u0159i n\u00e1kupu nad 1000 K\u010d a&nbsp;pokud u\u017eivatel otev\u0159el, ale nenakoupil do n\u011bkolika dn\u00ed, poslali jsme slevu 300 K\u010d nad 1500&nbsp;K\u010d.<\/p>\n\n\n\n<p>Mimo to jsme testovali tak\u00e9 plug-in Clincher. Audienci jsme si n\u00e1hodn\u011b rozd\u011blili na 2&nbsp;stejn\u011b velk\u00e9 \u010d\u00e1sti a&nbsp;jednomu segmentu jsme pop-upy zobrazovali a&nbsp;druh\u00e9mu ne.&nbsp;<strong><u>V\u00fdsledkem byly o&nbsp;114&nbsp;% vy\u0161\u0161\u00ed objedn\u00e1vky p\u0159i zobrazen\u00ed pop-upu<\/u><\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>M\u00edra otev\u0159en\u00ed v&nbsp;z\u00e1vislosti na publiku a&nbsp;n\u00e1sledn\u00e9m segmentu mezi 11,9&nbsp;% a&nbsp;74,6&nbsp;%<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Velk\u00fd rozptyl v&nbsp;OR byl zp\u016fsoben\u00fd pr\u016fb\u011b\u017enou segmentac\u00ed na z\u00e1klad\u011b chov\u00e1n\u00ed kontaktu v&nbsp;automatizaci&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>M\u00edra prokliku v&nbsp;z\u00e1vislosti na publiku a&nbsp;n\u00e1sledn\u00e9m segmentu mezi 5,5&nbsp;% a&nbsp;22,8&nbsp;%&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Velk\u00fd rozptyl v&nbsp;OR byl zp\u016fsoben\u00fd pr\u016fb\u011b\u017enou segmentac\u00ed na z\u00e1klad\u011b chov\u00e1n\u00ed kontaktu v&nbsp;automatizaci&nbsp;<\/p>\n\n\n\n<p><strong>Nav\u00fd\u0161en\u00ed slevy:<\/strong>&nbsp;nejv\u011bt\u0161\u00ed engagement bylo vid\u011bt u&nbsp;kontakt\u016f, co dostaly 300 K\u010d slevu, proto\u017ee jsme ji poslali jako \u201codm\u011bnu\u201d pouze t\u011bm, kte\u0159\u00ed p\u0159edch\u00e1zej\u00edc\u00ed e-mail s&nbsp;200 K\u010d slevou u\u017e otev\u0159eli. Z\u00e1rove\u0148 kontakt\u016f s&nbsp;3+ objedn\u00e1vkami bylo nejv\u011bt\u0161\u00ed mno\u017estv\u00ed, co\u017e mohlo souviset i&nbsp;s nejv\u011bt\u0161\u00edm mno\u017estv\u00edm objedn\u00e1vek.<\/p>\n\n\n\t\t\t\t<figure class=\"component component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/emco-duben-1.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/loyaltiq.com\/wp-content\/cache\/image\/1024x0-default\/emco-duben-1.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/emco-duben-1.png\" width=\"1024\" height=\"183\" alt=\"\" loading=\"lazy\" class=\"max-w-full h-auto rounded-2xl\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t<figcaption class=\"mt-2 text-sm italic\">Graf v\u00fdvoje v&nbsp;dubnu 2024<\/figcaption>\n\t\t\t<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Kv\u011bten 2024<\/strong><\/h2>\n\n\n\t\t\t\t<figure class=\"component component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t<picture class=\"inline\">\n\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/loyaltiq.com\/wp-content\/cache\/image\/1024x0-default\/05-400-1.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/05-400-1.jpg\" width=\"1024\" height=\"536\" alt=\"\" loading=\"lazy\" class=\"max-w-full h-auto rounded-2xl\">\n\t\t\t\t<\/picture>\n\n\t\t\t<\/figure>\n\n\n\n<p>V p\u0159\u00edpad\u011b kv\u011btnov\u00e9 rozes\u00edlky jsme v&nbsp;r\u00e1mci segmentace publik pracovali vedle po\u010dtu objedn\u00e1vek a&nbsp;doby od posledn\u00edho n\u00e1kupu&nbsp;<strong>nav\u00edc s&nbsp;pr\u016fm\u011brnou velikost\u00ed objedn\u00e1vek, kterou jsme rozd\u011blili na m\u00e9n\u011b ne\u017e 700 K\u010d, 700-1500 K\u010d a&nbsp;nad 1500 K\u010d<\/strong>. Ka\u017ed\u00fd z&nbsp;t\u011bchto segment\u016f proto dostal jinou incentivu:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>pod 700 K\u010d - dopravu zdarma<\/li>\n\n\n\n<li>700-1500 K\u010d - slevov\u00fd kupon 200 K\u010d nad 1000&nbsp;K\u010d<\/li>\n\n\n\n<li>nad 1500 K\u010d - slevov\u00fd kupon 400 K\u010d nad 2000&nbsp;K\u010d<\/li>\n<\/ul>\n\n\n\n<p>Z d\u016fvodu n\u00edzk\u00e9ho engagementu nejbonitn\u011bj\u0161\u00edho segmentu jsme se rozhodli optimalizovat nab\u00edzen\u00e9 k\u00f3dy a&nbsp;segmentu jsme dali na v\u00fdb\u011br z&nbsp;obou variant (-200 K\u010d nad 1&nbsp;200 K\u010d).<\/p>\n\n\n\n<p><strong>Kampan\u011b jsme pos\u00edlali ve 4&nbsp;vln\u00e1ch:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>(+0 dn\u00ed)&nbsp; E-mail se slevou (200\/400 K\u010d nebo doprava zdarma)<\/li>\n\n\n\n<li>(+2 dny) Push notifikace s&nbsp;reminderem a&nbsp;E-mail na dodate\u010dn\u00fd segment&nbsp;<\/li>\n\n\n\n<li>(+3 dny) SMS reminder 2<\/li>\n\n\n\n<li>(+5 dn\u00ed) E-mail last&nbsp;call&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>+ nav\u00edc jsme exportovali publika do Meta, kde jsme na tyto segmenty spustili kampa\u0148<\/p>\n\n\n\t\t\t\t<figure class=\"component component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/emco-kveten-1-0.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/loyaltiq.com\/wp-content\/cache\/image\/1024x0-default\/emco-kveten-1-0.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/emco-kveten-1-0.png\" width=\"1024\" height=\"200\" alt=\"\" loading=\"lazy\" class=\"max-w-full h-auto rounded-2xl\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t<figcaption class=\"mt-2 text-sm italic\">Graf v\u00fdvoje v&nbsp;kv\u011btnu 2024<\/figcaption>\n\t\t\t<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u010cerven 2024<\/strong><\/h2>\n\n\n\t\t\t\t<figure class=\"component component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t<picture class=\"inline\">\n\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/loyaltiq.com\/wp-content\/cache\/image\/1024x0-default\/06-200b.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/06-200b.jpg\" width=\"1024\" height=\"536\" alt=\"\" loading=\"lazy\" class=\"max-w-full h-auto rounded-2xl\">\n\t\t\t\t<\/picture>\n\n\t\t\t<\/figure>\n\n\n\n<p>V posledn\u00edm m\u011bs\u00edci jsme si cht\u011bli otestovat&nbsp;<strong>vliv typu slevy na konverzi<\/strong>. Postavili jsme proti sob\u011b incentivu v&nbsp;podob\u011b moment\u00e1ln\u00ed slevy v&nbsp;korun\u00e1ch a&nbsp;p\u0159ips\u00e1n\u00ed extra bod\u016f do v\u011brnostn\u00edho programu po doru\u010den\u00ed objedn\u00e1vky.<\/p>\n\n\n\n<p><strong>Segmentace:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>U\u017eivatel\u00e9 s&nbsp;1 objedn\u00e1vkou, kte\u0159\u00ed objednali p\u0159ed 45 a&nbsp;v\u00edce dny<\/li>\n\n\n\n<li>U\u017eivatel\u00e9 s&nbsp;2+ objedn\u00e1vkami, kte\u0159\u00ed objednali p\u0159ed 45 a&nbsp;v\u00edce dny<\/li>\n<\/ul>\n\n\n\n<p>V\u00fd\u0161i celkov\u00e9 \u00fatraty jsme tentokr\u00e1t nezohled\u0148ovali<\/p>\n\n\n\n<p>Ob\u011b skupiny jsme n\u00e1hodn\u011b rozd\u011blili na poloviny, prvn\u00ed jsme nab\u00eddli +200 bod\u016f p\u0159i n\u00e1kupu nad 1&nbsp;000 K\u010d, druh\u00e9 jsme nab\u00eddli slevu:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Kontakt\u016fm s&nbsp;1 objedn\u00e1vkou 300 K\u010d p\u0159i n\u00e1kupu nad 1&nbsp;500 K\u010d (d\u016fle\u017eit\u011bj\u0161\u00ed pr\u016fchod z&nbsp;1. do 2. objedn\u00e1vky)<\/li>\n\n\n\n<li>Kontakt\u016fm s&nbsp;2 objedn\u00e1vkami 200 K\u010d p\u0159i n\u00e1kupu nad 1&nbsp;000 K\u010d (m\u00e9n\u011b d\u016fle\u017eit\u00fd re-sell\/upsell u&nbsp;kontakt\u016f s&nbsp;v\u00edce objedn\u00e1vkami)<\/li>\n<\/ul>\n\n\n\n<p><strong>Varianta s&nbsp;200 body m\u011bla o&nbsp;33&nbsp;% vy\u0161\u0161\u00ed konverzn\u00ed pom\u011br a&nbsp;o 42&nbsp;% vy\u0161\u0161\u00ed&nbsp;tr\u017eby.<\/strong><\/p>\n\n\n\n<p><strong>Kampan\u011b jsme pos\u00edlali ve 3&nbsp;vln\u00e1ch:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>(+0 dn\u00ed) Email se slevou 200 K\u010d nebo p\u0159ips\u00e1n\u00ed bod\u016f do v\u011brnostn\u00edho programu<\/li>\n\n\n\n<li>(+2 dny) Email reminder na u\u017eivatele kte\u0159\u00ed otev\u0159eli p\u0159edchoz\u00ed rozes\u00edlku + SMS na ty, kte\u0159\u00ed neotev\u0159eli<\/li>\n\n\n\n<li>(+2 dny) Email last&nbsp;call<\/li>\n<\/ul>\n\n\n\n<p>+ nav\u00edc jsme exportovali publika do Meta, kde jsme na tyto segmenty spustili kampa\u0148<\/p>\n\n\n\t\t\t\t<figure class=\"component component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/emco-cerven-1.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/loyaltiq.com\/wp-content\/cache\/image\/1024x0-default\/emco-cerven-1.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/loyaltiq.com\/wp-content\/uploads\/emco-cerven-1.png\" width=\"1024\" height=\"169\" alt=\"\" loading=\"lazy\" class=\"max-w-full h-auto rounded-2xl\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t<figcaption class=\"mt-2 text-sm italic\">Graf v\u00fdvoje v&nbsp;kv\u011btnu 2024<\/figcaption>\n\t\t\t<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Z\u00e1v\u011brem<\/strong><\/h2>\n\n\n\n<p>Vzhledem ke spln\u011bn\u00ed stanoven\u00fdch c\u00edl\u016f s&nbsp;klientem ve spolupr\u00e1ci pokra\u010dujeme d\u00e1le. V\u00fdsledky test\u016f z&nbsp;prvn\u00ed poloviny roku implementujeme do automatizac\u00ed a&nbsp;zam\u011b\u0159\u00edme se na nov\u00e9&nbsp;\u00fakoly.&nbsp;<\/p>\n\n\n\n<p>Pro obdob\u00ed H2 2024 klient upravil sv\u00e9 c\u00edle a&nbsp;proto se budeme v&nbsp;t\u00e9to \u010d\u00e1sti roku soust\u0159edit prim\u00e1rn\u011b na akvizici nov\u00fdch z\u00e1kazn\u00edk\u016f a&nbsp;pot\u00e9 se tak\u00e9 c\u00edl obecn\u00e9ho zv\u00fd\u0161en\u00ed opakovan\u00fdch objedn\u00e1vek zm\u011bn\u00ed na pr\u016fchod z&nbsp;1. objedn\u00e1vky do&nbsp;2.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Kdo se na pr\u016fb\u011bhu kampan\u011b pod\u00edlel:<\/strong><\/h3>\n\n\n\n<p><strong>Za agenturu:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Petr Vondrl\u00edk (strategie), E-Commerce Director, Proficio<\/li>\n\n\n\n<li>Luk\u00e1\u0161 Michele, Retention\/\u200bMailing Specialist, Proficio<\/li>\n<\/ul>\n\n\n\n<p><strong>Za zadavatele:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ond\u0159ej Chlumsk\u00fd, E-Commerce Manager, Emco<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Jak\u00e9 jsme stanovili c\u00edle S klientem Emco jsme si stanovili jako c\u00edle pro H1 2024&nbsp;nav\u00fd\u0161en\u00ed opakovan\u00fdch objedn\u00e1vek na e-shopu Emco o&nbsp;10&nbsp;%. Sekund\u00e1rn\u00edm po\u017eadavkem klienta bylo&nbsp;spln\u011bn\u00ed p\u016flro\u010dn\u00edho pl\u00e1nu tr\u017eeb, kter\u00fd byl meziro\u010dn\u011b nav\u00fd\u0161en\u00fd o&nbsp;17,3&nbsp;%. A&nbsp;d\u00e1le&nbsp;n\u00e1vratnosti investice (PNO) maxim\u00e1ln\u011b do hodnoty 5,96&nbsp;%, kdy jsme do n\u00e1klad\u016f zapo\u010d\u00edt\u00e1vali spend placen\u00fdch kan\u00e1l\u016f, poplatek za CDP platformu, dal\u0161\u00ed marketingov\u00e9 kan\u00e1ly [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":411,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[23,22],"tags":[],"class_list":["post-367","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-zakaznicka-retence"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/loyaltiq.com\/cs\/wp-json\/wp\/v2\/posts\/367","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/loyaltiq.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/loyaltiq.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/loyaltiq.com\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/loyaltiq.com\/cs\/wp-json\/wp\/v2\/comments?post=367"}],"version-history":[{"count":15,"href":"https:\/\/loyaltiq.com\/cs\/wp-json\/wp\/v2\/posts\/367\/revisions"}],"predecessor-version":[{"id":749,"href":"https:\/\/loyaltiq.com\/cs\/wp-json\/wp\/v2\/posts\/367\/revisions\/749"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/loyaltiq.com\/cs\/wp-json\/wp\/v2\/media\/411"}],"wp:attachment":[{"href":"https:\/\/loyaltiq.com\/cs\/wp-json\/wp\/v2\/media?parent=367"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/loyaltiq.com\/cs\/wp-json\/wp\/v2\/categories?post=367"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/loyaltiq.com\/cs\/wp-json\/wp\/v2\/tags?post=367"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}