v-zug - USE OF THE "COMPLETENESS BIAS" IN COMMUNICATION
challenge
HOW CAN WE INCREASE THE NUMBER OF CONNECTED DEVICES WITH THEINCREASE THE NUMBER OF CONNECTED APPLIANCES WITH THE V-ZUG MOBILE APP?
It is strategically important for V-ZUG to build a sustainable customer relationship. When purchasing V-ZUG appliances, there is usually only a relationship between the customer and the retailer. V-ZUG itself therefore has no direct relationship with its customers. Direct contact is only established when the V-ZUG appliance is linked to the V-ZUG mobile app. This creates a direct communication channel for V-ZUG with its customers in order to retain them in the long term, offer better service and be able to sell more V-ZUG appliances directly.
solution
USE OF THE COMPLETENESS BIAS
With the help of the cognitive bias, customers were shown the "completeness bias" - that setting up the device is incomplete without connecting it to the app - as part of persuasive communication. This communication was played out by selecting effective touchpoints for the target group. A suitable channel mix was created by using various digital channels as well as email marketing and direct mailing.
The budget was strategically allocated between these channels so that the highest performance could be achieved for the smallest budget. Clear, consecutive goals were defined to make the customer journey as linear as possible. This enabled adequate messaging to be sent to customers who had downloaded the app but ultimately had not connected a device. In this messaging, the "completeness bias" was pointed out again and the customers were encouraged to catch up on networking.
A clear uplift was achieved from additional connected devices and the number of monthly active users in the app. This was achieved at a low cost per connected device.
contact
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