loyalty, retention & cross-sales
There’s nothing more frustrating than someone who ought to know you well ignoring something fundamental. So once you have a history together, it’s important to add the little personal touches that show you care. Put all that you know about a customer to work, using intelligent, data-driven marketing messages to strengthen the relationship and keep you front of mind.
Cross-sell campaigns
For a leading travel operator we run a sophisticated programme of highly personalised emails to engage customers with the brand. We deliver highly personalised event-triggered communications, sending millions of emails every month. Content is selected from dozens of options based on a customer’s segment, preferred destinations, departure airports etc. A countdown programme also takes customers from booking to take-off, with personalised offers for ancillary products like extra legroom and airport parking.
Our consultants recently carried out an audit of the balance transfer marketing process for a top UK retail bank. We evaluated the existing process for cross-selling the credit card into the bank’s existing customer base, including the propensity models used, decisioning around individual product pricing and the timeliness of communications.
Loyalty programmes
Many brands see the value of offering customers something back, in the form of loyalty rewards and special offers for their most valued customers.
For our client, a luxury automotive manufacturer, we run an on-going triggered campaign to offer free MOTs on vehicles over 3-years old, as part of a strategy to ensure a sustained relationship with the brand throughout the lifecycle of the vehicle. Customers were targeted with the offer as their MOT due date approached, and responses passed to the dealer network to follow-up and book appointments.
FMCG brands are typically one step away from directly interacting with consumers, so an on-pack loyalty scheme can be a great way to engage with them directly and collect customer data. We harness data collected by one well-known FMCG brand’s loyalty points scheme to drive engaging communications programmes, with regular news, rewards and offers to keep them interested.
Brochure Optimisation
The Hoseasons English Country Cottages brand launches each new season with a big brochure mailing, to showcase its entire inventory of properties. But, with the number of properties reaching critical mass to fit into a single brochure, and the rising cost of production and delivery, a new approach was needed. We developed a new strategy to reduce costs without affecting a drop-off in sales. We scientifically matched sub sets of inventory to customers, enabling substantial cost savings, without sacrificing sales. The smaller, tailored brochure delivered a 245% improvement in ROI.
customer acquisition
welcome & on-boarding
loyalty, retention & cross-sales
re-solicitation, renewal & win-back