Challenge
An FMCG company was experiencing a decline in sales for specific product lines. Previous marketing efforts had failed to reverse this trend. To boost consumer purchasing activity, the company decided to implement the iPresso system and launch a product-based lottery promotion using unique promotional codes printed directly on product packaging.
Action
The company leveraged iPresso for user analysis, code management, and automated communication:
- User Behavior Analysis: Using iPresso's analytical tools, the company identified the needs and preferences of its customer base, which informed the strategic decision of which specific product packaging would receive the promotional codes.
- Personalized Sweepstakes Messaging: Consumers automatically received personalized SMS and email notifications containing key information about the lottery. The inclusion of personalized content significantly increased recipient interest in the campaign.
- Promotional Code Generation: In collaboration with iPresso, the company successfully generated the unique promotional codes that were applied to the designated product packages.
- Creating Participant Forms: Users who purchased the promotional products registered for the sweepstakes by filling out a short form. The company created this registration tool using iPresso's form creation functionality.
- Automated Winner Notifications: Customers whose codes were drawn received an automatic email notification with congratulations and a subsequent winner's form. After correctly entering their address information, the system automatically facilitated the prize delivery.
Results
The lottery promotion generated significant business results across loyalty and sales metrics:
- Consumer Retention: The lottery, featuring unique promotional codes, successfully attracted more consumers and encouraged more frequent purchases. Consumer retention increased by 19%.
- Engagement Rate: The registration forms were filled out by over 40% of the consumers in the contact base, indicating the promotion was highly effective and successful.
- Average Order Value (AOV): Due to the strategic placement of the promotional codes on the right products, consumers added promotional packages to their carts, resulting in a 17% increase in the average order value.
- Promotional Sales: The company recorded a substantial 32% increase in sales of the promotional products during the lottery period.
