How companies can act directly with the community

The founders of the men's underwear startup TBô built up a 400,000-strong community within a short space of time and programmed software specifically for its management. Since they were able to achieve three times higher customer loyalty with this solution, they now offer the white label software to other companies under the company Decommerce. "Most people don't know that you only reach two percent of your followers on social media," says co-founder Roy Bernheim. "With Decommerce, we're offering an alternative to wasting money on social media."

Spend less on large advertising platforms

Large advertising platforms account for almost half of all digital marketing expenditure in the USA. In Europe, too, almost 30 percent of the online advertising budget now goes to search engines or social media platforms. However, these channels pose some limitations for companies: The data regarding reach, interaction and customer behavior is centralized on these platforms. For companies that have built up a customer base through community building, this results in the difficulty of assessing whether a post reaches their own community. "Control over the output of the usually high marketing expenditures is thus not guaranteed," says Bernheim.

Much more data and insights

After TBô took back "ownership" of its community with its own software, surprising results emerged. The software was implemented in the TBô webshop in May 2021 and from increased sales to three times the average order value, the impact of the in-house developed tool was evident within a short time. "We can evaluate engagement on the website, manage customer data via interfaces to the CRM, and search engine optimization also runs on the same software," Bernheim elaborates. Customers can communicate directly and you don't communicate via chatbots.

Community in focus

Bernheim and his co-founder Allan Perrottet have been marketing the community management software solution for just under a year. Customers from Switzerland, Germany and the USA have already implemented the solution. Among them are providers from the luxury, cosmetics and gaming sectors. "Our solution can be applied broadly thanks to its focus on the community," Bernheim is convinced, i.e. not only in the B2C sector, but also in the B2B sector. And, "We have a full pipeline of things we still want to implement," says Bernheim. For example, additional analytical features based on machine learning are to be added. Decommerce users have the data for this at their disposal.

Source and further information: www.decommerce.com