Challenge
An FMCG company sought to create a unified and consistent shopping experience for its customers by integrating its online and offline sales channels. Previously, the lack of proper tools made it difficult to coordinate marketing and sales activities across these channels, leading to fragmented customer communications and ineffective data management.
Action
The company implemented a strategy centered around data unification and marketing automation using iPresso:
- System Integration: The company successfully linked its online e-commerce platform with its offline POS (Point of Sale) systems. This crucial step allowed customer data from both stationary stores and the web channel to be collected and analyzed within a single repository.
- Unified Data Collection: By integrating iPresso with the combined sales systems, the company was able to capture a comprehensive view of customer behavior, including purchase history, product preferences, and responsiveness to marketing campaigns, regardless of the shopping location.
- Personalized and Consistent Campaigns: Using this integrated data, the company developed highly personalized marketing campaigns that reflected customers' true preferences and combined shopping habits. This ensured customers received consistent and relevant messaging whether they interacted with the brand online or in-store.
- Coordinated Omnichannel Execution: The company utilized iPresso to run synchronized campaigns across various channels, such as email, SMS, and in-store advertisements. While tailored to the specifics of each channel, every campaign remained consistent with the company's overarching marketing strategy.
Results
The channel integration and automation efforts yielded significant improvements in customer experience and business efficiency:
- Seamless Customer Experience: The integration successfully delivered a consistent and frictionless shopping experience. Customers could reliably expect the same offers and promotions across any channel they chose.
- Increased Engagement: By leveraging integrated data for personalization, marketing communications became more effective:
- Email Open Rates increased by 18%.
- Click-Through Rates (CTR) rose by 12%. Customers engaged more actively with campaigns that were better aligned with their needs.
- Conversion Rate Growth: Effective data integration and campaign personalization resulted in a 20% increase in conversion rates, as consistent and attractive offers successfully motivated customers to purchase.
- Customer Retention: The coordinated, cross-channel loyalty and promotional campaigns contributed to a 15% increase in customer retention, encouraging repeat purchases through a reliable brand experience.
- ROI and Budget Management: The combination of sales channel integration and marketing automation allowed the FMCG company to manage its marketing budget more efficiently, increasing overall campaign effectiveness and Return on Investment (ROI).
