Pulling customer behavior + pushing sales rep behavior
Using a push/pull approach, a major beverage bottler wanted to acquire customers for their premium brand who had never purchased or win-back customers who had not purchased in the past three months to deliver incremental revenue and shift purchase patterns.
RESULTS
The goal was to achieve a 10% take rate with a stretch goal of 15%. The campaign produced a take rate of 21% and shifted long-term purchases patterns.
Industry
Food and beverage
Problem space
Channel engagement
Services
Analytics
Creative services
Customer gifting
Marketing strategy
Multi-channel marketing
Print and production
Creating a push/pull strategy
Using a push/pull approach, a major beverage bottler wanted to acquire customers for their premium brand who had never purchased or win-back customers who had not purchased in the past three months to deliver incremental revenue and shift purchase patterns.
Multi-channel awareness campaign
Customer pull: We created 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.
Sales rep push: We incentivized operator purchases of same premium brand who had never purchased or win-back customers who had not purchased in the past 3 months
Exceed expectations
- 36% increase in weighted average email open rate
- 21% promotion take rate
- 15% became monthly purchasers
- 66% increased average purchase volume
