US Market Research: Fresh Relevance 'Go-to-Market' Competitor Analysis

This collaborative marketing project focuses on Fresh Relevance's US market entry strategy. It involves a comprehensive competitor analysis, comparing Fresh Relevance's features against key US competitors like SFMC, Listrak, BlueCore, Wunderkind, Clerk.io, and Cordial. The project aims to identify areas where Fresh Relevance may be lacking and understand US customer preferences. It seeks to provide a grid comparing features, along with summary decks on each competitor, highlighting their strengths, weaknesses, pricing, and overall market positioning. The research methodology includes online research and insights from Fresh Relevance's account management and sales teams. The ultimate goal is to inform Fresh Relevance's 'go-to-market' plan in the United States, enhancing their ability to personalize customer data and provide real-time behavior insights.

Collaborative Marketing Project
Brief Number 21/08
Data Handling
Client Website https://www.freshrelevance.com
Nature of Business
Fresh Relevance is a real-time customisation platform that
collects, analyses, and personalises customer data. The platform
collects data from customers wherever they want and, then
combines it with data to provide real-time behaviour and insight,
as well as the ability to act on it. Mike and Pete Austin, along with
Eddy Swindell, recognised the challenge of data fusion in the
marketing segment while working at their original email
marketing company. Fresh Relevance was founded in 2013 to
address this personal information gap and provide configurability
tools for substance.
Fresh Relevance is a website that provides marketing, CRM,
Ecommerce and merchandising. It provides the ability for
personal customisation and solutions to customers and clients.
This takes care for engaging customers and enhancing their
customer journey.
Description of Brief
and Research Problem Here's some more information on each of these:
For 1. a matrix of product features (see attached for a list of Fresh
Relevance features and videos to explain them) versus

competitors, with checkboxes for features that a competitor also
has. Much of this could be done through online research. This is
similar to 1, but it's a better understanding of where our product is
lacking and which of those areas are most important to US
customers. Using online review websites to gather and summarise
information is probably a good place to start. Furthermore,
discussions with our account management and sales teams may
yield some insights into how US clients differ from UK clientele.
What are we looking for?
We're about to introduce a large and powerful 'go to market'
initiative in the United States, and we're looking for a market
research based in the United States to better understand how our
product stacks up against the competition. We are specifically
looking for:
A grid that allows us to compare our features to those of key US
competitors would be ideal. Any features that a competitor has
that we don't.
Along with a summary deck on each competitor containing any
insight into the competitor, such as extra features, which they
push hard in their sales promotion, what is conversed about
vigorously in reviews (favorably or unfavorably), prices, and
anything else spotted during research that could affect our 'go to
market' plan for the United States.
Competitors
SFMC
(https://www.salesforce.com/eu/products/marketing-cloud/overvie
w/)
● Listrak (https://www.listrak.com/)
● BlueCore (https://www.bluecore.com/)
● Wunderkind (https://www.wunderkind.co)

● Clerk.io (https://clerk.io/)
● Cordial (https://cordial.com/platform/)
Additional
Information
Provided
Don't squander valuable email or onsite space by
recommending the same items to everyone. Instead, assist
each shopper in quickly discovering products and content that
they might enjoy while meeting your specific business goals.
You can increase revenue by 10% by tailoring relevant
products to each customer touchpoint across channels.
We give you complete merchandising power so you can create
the product or product recommendation approach that's okay
for your company. Mix and match over 30 different
recommendation types, retailing, and business filters to create
your own plan. For example, when you're a retailer selling
multiple labels, you can choose which brands appear side by
side.
Optimise individual parts of content or the entire customer
experience across multiple channels automatically. Multi-
Armed Bandit is a ground-breaking designing and
implementing that produces faster results by leveraging the
latest advances in machine learning. You can optimise for a
variety of objectives, including increasing revenue, average
order value (AOV), conversion, proof of identity, site visits,
time on site, and lowering the web bounce rate.
Boost product discovery and AOV with up-sell, cross-sell, and
deep-sell recommendations.
Promote high-margin items to boost your profits.
Excess inventory can be sold to customers who are most likely

to convert, clearing your warehouse.
Encourage purchases by making recommendations based on
the preferences of each customer, such as price, size, or
colour.
Other features of this website
Retail Buying and Merchandising on the Fast Track This introductory course introduces you
to merchandising's specialised terminology, concepts, jargon, and acronyms. This
website will show you how everything fits together again to help visitors fully comprehend
the complexities of your company's visual merchandising cycle.
will walk you through the fundamentals of creating an ecommerce platform. You'll learn how
to build your own in more as well as ensure that you're designing for your target audience.
will show you how to use strategic content to maximise the return on your online store.
Teachings include where to use best practises to rank your content and how to use each page
to guide potential customers through the checkout process.

CRM makes it simple to create fixated lists by allowing you to break down data by categories
and criteria. Such segmented lists can be used in sales and marketing to run particular
customer marketing campaigns (and account-based advertising strategies) as well as analyse
your sales process leads pool. A System provides a number of "higher customer" benefits,
such as reminding you of office visits or when to submit follow-up emails. However, the
main trick of this is that CRM also could encourage you to communicate with the customers
who haven't been got in touch in a while and may feel marginalized.
Key features of Fresh relevance
 Advanced behavioural email triggers, such as multi-step cart and browse messages,
price drop and back in stock alerts, are all available. There is social proof.
 In emails and on the website, use live user-generated content, product ratings and
reviews, product popularity, and scarcity messaging.
 Capture of integrated behaviour - Collects real-time data as customers browse and buy
across channels and devices, even before their email address or account login has
been verified.
 Personalization across multiple channels - Using real-time profiling and advanced
segmentation, customises banners, promotions, coupons, call-to-actions, pop-ups, and
more for each shopper across email, website, and app.
 Images in context - Creates dynamic browser and email information based on the
shopper's device, location specific, weather service, and time of day and at the time of
involvement.
 suggestions for products - Track and analyse each customer's behaviour, then
combine this information with advanced marketing rules and crowd wisdom to
achieve the company's objectives.
 Works with your martech stack, including your ESP, eCommerce platform, CRM,
marketing database, and ratings provider, without the need for IT.