PRODUCTS RECOMMENDED BASED ON CUSTOMER DATA
In a program designed to recommend specific insurance products based on age, gender and life stage, AIA promoted specific product sets according to an individual’s life stage. Retirement products for older policy holders, products that appealed to customers with children – that sort of thing.
The variable brochure appeared just before the customer’s birthday and it was from their agent. Using a PURL, it worked to drive the recipient to the web where there was a birthday gift for them to claim – personalized coupons for various establishments around Singapore.
The purpose of the micro-site was to engage the target and begin a dialogue between them and their agent with a cross-sell or up-sell of additional products as the ultimate goal.
Having completed the life stage assessment, the customer had already given the agent the information about their current situation and what concerns they had for the future. From there it became a simple matter of tailoring the selling argument to the customer’s needs. In the process, AIA enhanced their brand in the eyes of their customers and strengthened individual relationships.
The offer was a personalized sheet of coupons at several Singapore retail and entertainment establishments. As a thank you for taking the life stage assessment, this personalized gift was delivered to the target’s in-box via email.