Targeted Communications Boosts Sales for Supervalu.
Challenge
Supervalu, a leader in the grocery retailing industry, needed a better way to personalize communications for its customer loyalty programs for four of its high performing brands, Albertsons, ACME, Shaw's, and Jewel-Osco.
Supervalu had launched customer loyalty programs that included print circulars, static email, and a web site. However, Supervalu quickly realized the programs were not providing the level of personalized communications its customers craved.
To connect with its shoppers, Supervalu needed to fine-tune the loyalty programs to include offers and special promotions that were relevant to individual customers. For example, a $1.00 off coupon for diapers didn't fit the profile of every Supervalu shopper.
Solution
Supervalu turned to its agency of record (RAPP), email marketing agency (Innovyx) and other vendors to execute on a newly revamped loyalty program that integrated dynamic email, print, and web to deliver personalized offers based on shopping history.
To execute on such a highly complex program, the agency partners came together to provide its specific expertise and technology platform. Since each loyalty customer is assigned a unique member number, Supervalu can track individual purchase history. The tracking and parsing of that information is exactly what the grocer ordered to catapult their customer loyalty program above other loyalty programs. Supervalu is now able to leverage email to send offers to people based on purchases they've made over the past 10 weeks.
Results
By utilizing a "one-stop-shop" leveraging email, digital, CRM, and loyalty programs, Supervalu now enjoys seamlessly integrated campaigns across channels and customer groups. The end result is a top-notch customer experience that is less expensive, more tightly integrated and arrived in market sooner than their original estimates with 120% of revenue goals achieved.
Toyota delivers race recap to subscribers in less than 24 hours.
Challenge
Toyota sought a way to increase short-term retention among owners and other audiences and maximize cost efficiencies to reduce cost per sale.
Solution
Innovyx worked in partnership with Rapp LA to bring content to a wider audience more quickly and cost-effectively than before through email and SMS.
Results
Monthly campaign frequency and reach has increased, which has helped improve cost efficiencies and reduce cost per sale.
Macaroni Grill reaches email acquisition and retention goals.
Challenge
Macaroni Grill sought to establish a loyal following, and launched an online loyalty program, the Mac Pack, using email as the primary communication channel. The Mac Pack’s goal was to acquire new members and retain existing ones, essentially building a solid list of people who would choose Macaroni Grill over the competition. As is typical of many new email marketing programs, the Mac Pack had a small list, lack of analytics and deliverability issues.
Solution
Macaroni Grill teamed with Innovyx to develop an email marketing strategy that capitalizes on industry best practices, list hygiene, healthy opt-in behaviors, and the ideal email communication frequency.
To achieve Macaroni Grill’s acquisition and retention goals, Innovyx implemented opt-in subscription and profile update pages, and welcome message to qualify new members’ addresses and set expectations for future engagements. Innovyx continued to send annual Birthday and Anniversary coupons but added a “menu update” message that deployed every six weeks. The coupons and timely emails provided incentive for members to remain loyal to the program, steered members to patronize the restaurants, and kept the list fresh. Innovyx added a viral component to incent existing members to recruit a friend or family member. And, Innovyx tied the program to its reporting system, Dialogue 1to1™ Dashboard, which provided real-time deliverability and performance analytics.
Results
Macaroni Grill’s list is still expanding, having grown to over 450,000 members from 40,000 members just two years ago. The Mac Pack campaign’s delivery rates are an astounding 98%, which is 18% above the industry benchmark (80%). Unsubscribes and spam complaints are almost non-existent due to the ideal frequency of email deployments. Overall, the Mac Pack has a very loyal following and a high number of referrals. As a result of implementing the recommended list hygiene practices, the program has a highly engaged audience that is unwavering in retention and loyalty.
Hyatt communicates more effectively with targeted email.
Challenge
Hyatt Gold Passport (GP) had up to 4 different regularly scheduled email communications being delivered to its members in addition to 2 to 3 one off emails per month each targeted to very specific groups based on profile data. Hyatt wanted to consolidate communications to increase efficiency and effectiveness of GP email communications, while maintaining the ability to deliver highly targeted messages. In addition to customization; Hyatt GP members are global, which requires content to be translated into 6 languages.
Solution
Innovyx partner Rapp developed a Content Management System (CMS) to be used in conjunction with Innovyx’ email technology platform, Dialogue 1to1™. With Dialogue 1to1’s flexibility, it was easily integrated with the CMS tool. Dialogue 1to1 is utilized for the data structure, customization, response tracking and delivery mechanisms. Neither tool alone would accomplish the task set by Hyatt, but as an integrated solution, it runs seamlessly. The CMS allows the data, templates and content to be managed and approved via centralized locations, so that the client could approve content before the actual emails are generated. These are then transferred directly into Dialogue 1to1.
Results
Innovyx’ sophisticated email customization, encoding and delivery mechanism was able to target 400,000 people with 724 unique versions of emails (including both HTML and text) in 6 languages. The largest number of people to receive the same email was 95,000. At least 30 members received content that was completely unique to them. Dialogue 1to1 was able to track open rates and responses even within dynamic content down to the specific link and recipient. Initial analysis shows open and click rates higher than previous communications; translated versions leading the way. By tracking the emails, further marketing actions by Rapp can be made more intelligent as all data is collected and used in the integrated MTG database.