Challenge
An FMCG (Fast-Moving Consumer Goods) company was struggling with low consumer engagement and suboptimal utilization of discount coupons, despite running promotions frequently. The goal was to implement an automated reminder system to boost customer shopping frequency.
Action
The company leveraged the iPresso system to execute a multi-channel personalization strategy:
- Data Collection: Purchase history and favorite product data were collected via the iPresso platform.
- Dynamic Contact Segmentation: Consumers were dynamically segmented based on key behavioral metrics:
- Preferred product categories.
- Purchase frequency.
- History of promotion redemption.
- Personalized Messaging via SMS: A campaign of automated, targeted text messages was launched to remind specific individuals about relevant promotions, tailoring the content to their preferences.
- Mobile App Push Notifications: Users with the company's mobile app received push notifications advertising special promotions for products they frequently bought or items trending within their specific customer segment.
- Dynamic Email Content: Regular emails were sent containing a curated list of long-term promotions most relevant to the customer's purchase history. These emails also featured personalized discount coupons.
Results
The automated, personalized engagement strategy yielded significant improvements:
- Promotional Sales: Sales of products on promotion saw an increase of 21%.
- Customer Satisfaction: Satisfaction levels rose by 16%, with consumers specifically highlighting the value of the personalized promotion notifications in NPS (Net Promoter Score) surveys.
- Average Order Value (AOV): The typical value of a customer order grew by 15%.
- Customer Retention: Consumers demonstrated a higher likelihood of returning for repeat purchases of promotional items, resulting in a 12% increase in retention.
