Ankorstore Lifecycle & Content factory _ Customer testimonies & team training
Date: 2022-2023
See the main page: here
Context: Ankorstore’s mission is to empower independent retailers by offering the best commercial conditions and exposure to over 300,000 retailers across Europe.
Business Problem : Increase referrals and user engagement to generate more sales.
As Ankorstore grew from 3,000 to 20,000 brands, referrals had traditionally been driven by discounts and vouchers, a business model that was no longer sustainable. Since there were no longer enough sales representatives to manage all accounts, I built a fully automated lifecycle to help brands thrive on the platform, make our referral program profitable, and stay true to our mission.
Role: Communications Strategist
Solution: Implement an automated lifecycle and one-to-many communication strategy to support and activate smaller accounts at scale.
Communication Target: 20k Independent brands
Methodology:
1- Communication Strategy To support this significant shift in our Brand Program’s USP, I developed a comprehensive training program to help users fully leverage the platform’s potential and attract new qualified leads effectively.
2- Build Lifecyle: Messages and triggers mapping
I defined the entire lifecycle journey, from registration to first sale and abandonment, and designed the content plan. I redefined the Brand Program’s positioning and refined its tone of voice to align with the updated USP.
3- Content & training plan :
I developed a comprehensive training plan, established strategic triggers for CRM lifecycle communications, and oversaw the execution of communication assets to ensure consistency and impact.
I then worked on creating assets that can be shared in one-to-many formats:
A webinar plan deployed across six countries.
The 'Ankorstore Academy' YouTube channel.
Guides.
Sales’s team training & Toolbox
4- Team Training
I’ve then deployed all the assets in every touchpoints with our customers and design a tailored training plan for the sales team to ensure they feel comfortable speaking with top brands.
Customer service
Sales team
