Challenge
A beverage company noticed that consumers were buying their products less frequently and often choosing other brands, attracted by promotions. So they decided to create a new loyalty program.
Action
- Segmentation of contacts based on their preferences
Consumers were divided into dynamic segments such as:
- carbonated beverage lovers
- parents buying beverages with less sugar
- people choosing limited edition products
- Preparation of a loyalty program
The beverage manufacturer created a loyalty program. Consumers could collect points and exchange them for prizes and discount coupons for their favorite products. People with higher loyalty thresholds (e.g., “gold customers”) received additional, exclusive benefits. - Sending personalized messages
The company launched a series of automated notifications about the loyalty program, with advertisements for products tailored to each segment and individual customer preferences. - Personalized discount coupons
Program members received personalized messages with discount coupons for products they regularly purchased. - Emails reminding customers to redeem their points
Regular emails informed customers about their accumulated points and reminded them of the minimum number of points required to redeem specific rewards.
Results
- The average order value increased by 22%. Consumers selected more products in order to accumulate a specific number of points faster and redeem them for rewards.
- The frequency of consumer purchases increased by 20% because the program encouraged them to visit the chain's stores regularly.
- The number of new loyalty program members increased by 16% within a year of implementation.
- Consumer retention increased by 15%.
