Challenge
An FMCG company was struggling with the sales performance of specific products. They identified a key trend: consumer product choices were heavily influenced by local weather conditions. The company sought a solution to utilize real-time marketing—adjusting marketing messages based on current temperature and precipitation—to avoid running inefficient, expensive national campaigns. Their existing marketing system lacked this capability.
Action
The company implemented iPresso to integrate consumer location data with real-time weather information:
- Gathering Consumer Data: Using iPresso, the company collected vital location information, allowing them to differentiate between consumers residing in warmer versus colder geographical regions.
- Contact Segmentation: Consumers were divided into specific groups based on their location and preferences, simplifying the process of personalizing messages and tailoring content to different geographic conditions.
- Message Preparation: The company prepared personalized marketing messages within iPresso, designed specifically for segments that met pre-determined geographical and weather conditions.
- Determining External Conditions (iPresso Satellite): The company leveraged iPresso Satellite functionality to accurately determine the current weather conditions (e.g., temperature, rainfall). This weather data was continuously updated, ensuring that marketing messages were delivered only when the specific, desired external conditions were met in the customer's area.
Results
The implementation of weather-based real-time marketing significantly improved efficiency, sales, and customer loyalty:
- Retention: Due to the relevance of the well-targeted campaigns, the company successfully won more loyal consumers and saw a 17% increase in retention rates.
- Average Order Value (AOV): There was a 21% increase in the average order value (AOV), as consumers frequently added products to their shopping carts that were appropriate for their current weather conditions.
- New Consumer Acquisition: Personalized real-time campaigns captured the attention of new consumers, leading to an increase in the number of new customers taking advantage of the company’s offers.
- Budget Efficiency: The company achieved better management of its marketing budget by creating campaigns precisely tailored to consumer needs and environment. As a result, campaign spending decreased by 24%, despite achieving much greater overall efficiency.
