Brick and Mortar Loyalty

A tale of turning lost opportunities
into brand-loyal customers

Once upon a time…

a large international retail company had many stores in shopping malls everywhere.  The main product was something people needed about once a year.  But the company had many other products to sell as well.  People would come and shop at the stores, but they were not very loyal.

Every day…

new customers would stop in the stores to buy what they needed.  The customers were generally happy with their purchases.  The products were excellent.

One day…

…the company realized that past customers might not come back to purchase again.  The company had a lousy repeat customer record.  Customers could easily find a competitor with a similar product and not return for their next purchase.

Because of that…

we suggested an automated marketing campaign engine that would remind their customers of their excellent service and additional products.  What if we could build for them a program using the latest technology that could send a sequence of highly targeted emails and postcards meant to help people how to care for their recent purchases, learn about new and add-on products, and remind with incentives for them to schedule appointments for their next in-store visit?  With every touch, we could help the customers come back to the stores.  

And because of that…

we designed, built, and managed a complete automated marketing engine that allowed the company to schedule a sequence of messages based on their clients’ visits and purchases.  The engine automatically changed and evolved based on each client’s behaviors over time.  Timed messages were delivered and tracked. The company could measure the effectiveness of every message and change the timing and offers to continually optimize the process.  Our client could use our tools to create many different marketing tracks based on customer purchases and visit behavior.  They could test different messaging with ease and measure and track the results.  The engine we built allowed them to continuously improve the marketing messages they were sending to their customers with immediate feedback.

Until finally…

…the visits to the stores and subsequent purchases increased dramatically. Customer satisfaction improved because the messages they were receiving were both timely and relevant. Our client had visibility into their marketing efforts that they never had before. They were able to modify and test many different kinds of messages and customer experiences.