Work

Computer Reseller

Joe — Fri, 18 Dec 2009 19:36:10 +0000

Need

A way to optimize communication and sales priority across a large and diverse customer portfolio in order to continue increasing sales and customer loyalty.
What We Created

A 360-degree view to the customer

Share of wallet and spending potential based on external data.

Segmentation provided the means for where to seek deeper customer engagement and which customers to disengage with.

Sales Playbook - right message, right offer at the right time.

Optimized contact strategies delivered relevant messages and offers across all channels - including sales - based on the customers behavior.

What We Learned

Low value or low opportunity sites typically churn quickly and consume a high level of marketing resources without a corresponding return.

An integrated plan that includes sales increased overall effectiveness.
Results

Sales and Marketing were closely aligned and Sales knew where to focus each day within their portfolio - which lead to an increase in retention and re-buy rates.

Marketing delivered relevant content that helped to grow response and retention.

Disengagement saved millions in marketing resources with little impact to top line sales.

Growth from a ~5.5b organization to over 8b and was taken private.

Joe — Fri, 18 Dec 2009 19:32:24 +0000

Need

A well know retailer’s primary medium of free standing newspaper inserts is quickly eroding and does little to attract new customers or keep existing customers engaged.

After 50 years, the brand does not have a consumer database and has little insight into who their consumers are and their level of engagement with the brand.
What We Created

A loyalty program that engages with both existing consumers and targeted households near stores.

Relevant content and editorial brings the brand to life beyond price and item.

Benefits for enrolling include behavior based rewards, special coupon offers and in store discounts.

Pilot Project

Pilot is 8 stores in 3 markets with quick extension to an additional 10 stores.
Full Rollout

After a 3 month pilot a full scale rollout to 200+ stores took place.

In less than 6 months we went from a customer base of zero to more than 700,000 names.
Goals

Rich consumer insight into who responds and who doesn't respond to the acquisition offers.

Learning about the level of benefits and offers that create consumer engagement.

Increase consideration of World Market as a destination and increase visits.

Joe — Fri, 18 Dec 2009 19:29:53 +0000

Need

The corporate office sought a deeper engagement with owners beyond the experience they received through the dealer network to increase brand loyalty and ultimately sell more vehicles through increased retention and re-buy rates.
What We Created

A comprehensive database of owners, their vehicles ( what they had in the drive-way ) and attributes we gathered from third parties and directly from the owner.

Key insights into what was important to buyers when considering their next vehicle purchase - Safety - Engineering - Performance - Style - Prestige.

An understanding of when they were considering their next purchase.

Personalized content relevant to what was important to them along with a car class recommendation.

What We Learned

Owners nearly always purchased sooner than they indicated reinforcing the need for consistent and relevant communication.

We acquired new consumers to the franchise.

Engagement focused efforts increased loyalty, retention and sold more vehicles.
Results

Over 5,500 incremental units were attributed to the program - at the time they were selling ~100,000 units annually, a significant lift.

New vehicle purchases were often made sooner than the consumer indicated, 6 - 9 months sooner on average for those in the program.