Challenge
A confectionery manufacturer noticed that it was struggling with the sale and promotion of seasonal products, such as chocolate figurines for various holidays. Promotions often started too late, causing the company to miss out on high sales during the peak period and leaving consumers dissatisfied.
Action
- Data collection
The system analyzed weather data and collected information about consumer preferences. - Use of real-time marketing
If a customer lived near a specific store, they received a text message with a discount on their favorite sweets. This was the perfect opportunity to encourage them to make a quick, unplanned purchase. - Preparation and delivery of personalized campaigns
The candy manufacturer launched a series of automated marketing campaigns that were closely tailored to the seasonality and personal preferences of each consumer:
- Seasonal notifications: a few weeks before the holidays, consumers received emails with holiday candy inspiration and announcements of upcoming promotions.
- Weather-activated notifications: when the forecast temperature dropped below 0 degrees, consumers in a given region received push notifications in the app or text messages about promotions for sweets with warming spices.
- End-of-season “last call” campaigns: the system detected the approaching end of the season, so special campaigns with deeper discounts were launched (e.g., “Last pieces of chocolates perfect for Valentine's Day at a great price!”).
Results
- Sales of seasonal products increased by 20%.
- The effectiveness of marketing campaigns increased by 17%.
- Consumer satisfaction increased by 16%, as confirmed by NPS surveys.
- Retention increased by 14%.
