Loyalty clubs are the best way to keep your customers engaged and create a win-win-win paradigm for retailers, their brand partners, and customers. But even if you’ve found the winning formula and built a successful loyalty club, you can’t rest on your laurels. Personalization is key to creating an engaging customer experience, but executing an effective personalization strategy at scale, across all channels and points of sale is no easy task.
In today’s highly competitive and digital market, it’s critical to constantly expand to new channels and meet your customers where they are: in stores, on social media, or on your website, so you can power engagements that matter and create more stickiness for your brand partners.
In our latest case study with the all-star team at Super-Pharm, the multinational, award-winning drugstore chain with a highly successful loyalty program, we analyzed how they succeeded in taking their personalization game to the next level by promptly expanding into digital channels, leading them to grow their loyal customers’ base, and create more incentives for suppliers-funded campaigns.
Meet your customers where they are
Marketing teams like Super-Pharm’s need granular control of their personalized campaigns so they can generate insights about their customers, Understanding buying habits and motivators, across any and every channel, allows acting upon them promptly. To be effective, campaigns need to respond to evolving market opportunities in real-time, making agility and flexibility critical elements of successful personalization campaigns.
These insights can be leveraged to engage & collaborate with brand partners, and create unique offers for every customer according to their specific needs and preferences.
ciValue gave Super-Pharm the capabilities it needed. Within six weeks of implementing the solution, the Super-Pharm team was able to define new campaigns, segment audiences on the fly, automatically allocate personalized coupons to customers, and share insights with brands partners- all in one platform. Super-Pharm’s coupons pool now includes hundreds of offers available at any given moment, which are automatically matched to customers based on their unique personas and their purchase history. What’s more, brands and retailers can work together to define their offerings, measure their impact, and sit together on the same side of the table.
Stay in control of your data to move as fast as your market
Hilla Milo, Director of Personal Marketing at Super-Pharm explains, “ciValue makes it easy to understand our customers’ needs and access detailed segmentation data. We can quickly define a personalization campaign, determine who we think should receive selected coupons, and then fine-tune the campaign to expand the audience to other relevant customers in real-time.”
With a customer first approach, ciValue can be used to set specific objectives for each offers such as retention of loyal customers or winning back customers who are at risk for the category or for overall churn, Something that usually necessitates an experienced data analyst and a lot of time. All this can now be done swiftly within the platform, in a transparent manner with out of the box reports, and without a single line of code.
+8% revenue from engaged customers.
By partnering with ciValue, Super-Pharm was able to quickly incorporate three communication channels and increase its offers by tenfold within a few weeks. This quickly led to increased participation and customer satisfaction. Moreover, the Super-Pharm marketing team and their brand partners are now empowered to act beyond the traditional weekly calendar of ad-hoc events and react in real-time to competitors and real-time market opportunities. The company has a new level of control, more flexibility, and more options for personalization. As a result, the company’s visit frequency has increased by 5% and the revenue of engaged customers has risen by 8%.