The 585*GOLDEN jewelry chain has switched to a new CRM system. Customer relationship tracking made it possible to analyze the stages of the customer experience map and set up triggers for mailing lists for each point of communication.
Such optimization helped to combine the data of the large customer base of the jewelry chain 585*GOLDEN, where about 17 million people are now registered, with the development of marketing campaigns.
The main goal is to increase the retention rate, stimulating new purchases.
"Previously, customer data was stored separately, not segmented – regardless of what exactly the customer purchased, they received a mass mailing with retail offers three times a week. The openability of such mailings was about 5%. Now all information about customers and their activity is collected in a single profile, structured, said Alexey Felixov, general director of the federal franchise network 585*GOLDEN. - We form mailings according to priority, according to the client's need – their opening rate has grown on average 2-3 times and higher, depending on the trigger. For example, according to the "Thank you for the purchase" trigger, the opening rate was 20% - we send such letters the day after the customer's visit to the store, offer an increased discount on the next purchase for filling out the questionnaire and introduce the most popular products."
Triggers for effective mailings were: registration in the loyalty program, anniversary of acquaintance with the loyalty program, thanks for the purchase, purchase of a service guarantee, left goods in the basket, an invitation to the store when more than 180 days have passed since the last purchase, as well as important dates for the client – their birthday, wedding anniversary.
Birthday mailings are set up a week before the date and on the holiday itself, the wedding anniversary mailing takes place at the beginning of the month, and a letter with a bonus for registering in the loyalty program arrives the day after registration.
In addition to setting up the actual time intervals, the content of the mailing list itself is also important: the subject of the letter and the header must indicate the reason and the presence of gifts inside.
In the email, the client is offered bonus points that can be spent on online purchases, big discounts on individual KVI products, offers from partner brands and even gifts without buying in separate triggers.
"In newsletters, we also often offer an additional 15% discount, which is combined with all other discounts, for installing our mobile application, because its popularization is one of the important vectors of development for the company," Felixov said.
Alex Shishlo for Rough&Polished
