We asked Neil Warburton, CRM Manager at Boden a few questions about Ceros;
How and when did you first come across Ceros?
We first came across Ceros in early 2009 when we were searching for a platform to produce digital catalogues. When looking at the highest quality and most innovative publications in the market, we kept finding that Ceros was a platform used by many of them.
Why did you decide to create a digital/interactive magazine/catalogue?
We are always looking for new ways to communicate with out customers. Digital catalogues and online publications are a natural extension for Boden as we are able to make use of existing digital assets and catalogue production processes. Whilst the catalogue remains important in persuading customers to purchase, we also need to ensure that we provide high quality and engaging digital publications to inspire and engage them.
What was your goal for it?
Financially we need to exceed the ROI of a paper catalogue. In practice, many customers are using both paper catalogues and engaging via digital media, so itʼs not a case of one replacing the other. Finding a way for the digital campaigns to exist alongside the traditional catalogues has been the goal and the biggest challenge. We also needed to ensure that it complimented our existing web efforts and drove engaged traffic to our ecommerce site.
What was your average ROI?
Every digital campaign using Ceros has delivered higher return than the previous one. We are learning and improving all the time. Each and every campaign has been profitable.
What were the key metrics that you measured?
Once we had established that the model was profitable we focused on measures of engagement. We focus on understanding whether customers returning, if it prompts them to visit the Boden website, and if they refer their friends. When we look at who the customers are, we find that they are amongst our most engaged and high spending customers. Retaining these customers is vital for the continued success of the Boden brand. The Ceros platform is helping us achieve that.
Would you recommend Ceros as a content marketing platform?
Yes. The guys at Ceros understand our business and have been able to provide a platform that allows us to engage with our customers in a new and innovative way. They have consistently exceeded our expectations and we eagerly look forward to the forthcoming platform developments.
Quote: "Using Ceros as a content marketing tool, we have seen a significant uplift in response rates over previous, non-Ceros campaigns. The level of customer engagement has ensured that we have seen a significant ROI on every campaign to date”.
