Bambino Mio are a UK manufacturer of reusable nappies. They operate in excess of 30 countries globally and supply the world’s largest stores with their award winning products.
Bambino Mio contacted Star Digital to help them rationalise their international web presence and develop direct to consumer ecommerce for a number of their markets.
They also looked to Star Digital to develop a digital marketing strategy for them to help deliver new prospects to their brand via intelligent deal based email marketing and marketing automation techniques allowing them to repeat market to customers through their life stage with the products.
The system needed to be developed in several languages and across a number of continents. It also needed to be very friendly for non-technical users so that the in-house international marketing team could use it to merchandise and communicate with prospects.
Star Digital chose the Magento Community ecommerce system to build a series of storefronts to serve each of the markets where Bambino Mio wanted to sell direct to the public. All of the stores were built to be fully mobile responsive.
The sites were integrated with Multichannel Order Manager (MOM) ERP from Freestyle Solutions so that orders could be passed through for processing efficiently at the Bambino Mio warehouse.
The IBM Marketing Cloud was configured via an API from Magento to invoke a promotional overlay for all new web visitors to capture their email address and baby’s due date or date of birth.
The IBM Marketing Cloud added all form submissions to an automated programme and emailed every user with a welcome to the Bambino Mio family and a unique single use discount code to use on their first purchase with Bambino Mio.
The codes were pushed into the relevant Magento language storefront in real time ready for redemption via an API call between the two applications. At the point at which a user redeemed a code the IBM Marketing Cloud master table was updated to reflect the customer activation and the users were moved into a different automated programme track for follow up based on product replenishment.
Users that did not engage after a predetermined period were automatically moved to a reminder programme and sent prompts. If they ignored these after three attempts they were moved to an unengaged list.
For users that placed a first order the details of the order were store sin a relational table in the IBM Marketing Cloud that allowed the digital marketing team at Bambino Mio to measure their promotional campaigns using recency, frequency and monetary metrics (RFM analysis).
The new Magento web sites allowed the marketing team at Bambino Mio to set out on an aggressive and coordinated series of campaigns aimed at expectant mothers to introduce them to the Bambino Mio brand.
The automated email systems linked to Magento drove thousands of redemptions and new customers that quickly engaged with the brand across its social channels.
Ongoing automated campaigns generated repeat orders and helped to build awareness of the brand across all other channels with a number of Supermarkets across the globe approaching the brand direct to stock product online and in store.
The impact on the business has been game changing and Bambino Mio is in a very strong position to continue with its global rollout backed by the IBM Marketing Cloud email automation toolsets and Star Digital’s marketing consultancy services.
Great dynamic agency providing us with excellent ideas, support and can adapt to our needs as a changing business.
Joreen Singh, Bambino Mio