Challenge
An FMCG company aimed to enhance the effectiveness of its consumer promotions but was hampered by the manual and inefficient management of its campaign processes. The manual approach was time-consuming and could not keep up with market demands. The company required an automated solution that would streamline promotional workflows while simultaneously enabling a highly personalized approach to engaging customers.
Action
The company implemented the iPresso platform to automate coupon generation and tailor its communication:
- Automatic Coupon Generation and Targeting: The company leveraged iPresso's functionality to automatically create discount coupons and target them to specific customer segments (e.g., via email).
- Personalized Offer Creation: Based on a thorough analysis of purchasing data, the company developed personalized promotional offers designed for different customer segments, including high-value customers, newly acquired customers, and price-sensitive shoppers.
- Omnichannel Marketing Campaigns: iPresso was used to execute a cross-channel communication strategy:
- Email Campaigns: Personalized promotional offers were sent to customers via email.
- SMS Campaigns: These emails were supplemented by SMS campaigns to deliver instant notifications about ongoing promotions and discounts.
Results
The shift to automation and personalization led to significant operational and performance improvements:
- Operational Efficiency: By automating promotional processes, the company could create and deploy campaigns faster, enabling them to respond to changing market and customer needs in real time.
- Engagement Boost: Personalized promotional offers dramatically increased engagement:
- Email Open Rates rose by 20%.
- Click-Through Rates (CTR) increased by 5%. Customers demonstrated a higher propensity to engage with offers tailored to their specific preferences.
- Conversion Rate: The combination of automation and personalization in promotional campaigns led to a 25% increase in conversion rates, as attractive, relevant offers motivated customers to make purchases.
- Customer Retention: The optimized loyalty and promotional campaigns resulted in an 18% increase in customer retention, with attractive offers encouraging customers to return and make repeat purchases.
