Strategic marketing campaign shifts long-term buying patterns
A major beverage bottler wanted to acquire customers who had never purchased or win-back customers who had not purchased in the past 3 months to deliver incremental revenue and shift purchase patterns.
IMPACT
Even without a central online hub, the loyalty promotion exceeded the client’s expectations, acquired new customers, shifted long-term buying patterns, and produced a strong halo effect.
Industry
Food and beverage
Problem space
Customer loyalty
Services
Analytics
Creative services
Customer gifting
Marketing strategy
Multi-channel marketing
Print and production
Driving incremental revenue
A major beverage bottler wanted to acquire customers who had never purchased or win-back customers who had not purchased in the past 3 months to deliver incremental revenue and shift purchase patterns.
Shifting behavior
We developed and delivered a multi-channel campaign that utilized a universally appealing, highly-promotable gift to encourage trial and repeat purchase. QR code and embedded links directed operators to a central ordering site. Qualifying orders earned the operator a personalized, branded thank you kit with aspirational gift.
Overflowing results
Even without a central online hub, the loyalty program exceeded the client’s expectations, delivered repeat purchases, and produced a strong halo effect.
- 20% of operators purchased & earned
- 21% of earners had 6-mos of continued purchases
- 444% increase compared to typical promo take rate
- Earners bought 53% more than non-earners
