Challenge
A large producer of salty snacks noticed that marketing campaigns targeting the mass market were becoming less and less effective. Despite heavy spending on television and online advertising, the company was struggling with low conversion rates and little interest in new products. It decided to implement Marketing Automation to reach consumers with more relevant and engaging advertising content.
Action
- Collecting and analyzing consumer data
The iPresso system collected data from various sources to create a comprehensive picture of the consumer and personalize content. - Segmentation
Consumers were dynamically divided into precise segments such as:
- lovers of classic flavors - traditionalists who usually choose all products with the name “classic salted”
- novelty seekers - consumers who always have to try out newly launched products
- travel packaging fans - people who prefer mini snacks and are always on the go
- parents - looking for healthier versions of snacks with less salt
- Creation of a GeoPoints database for local promotions
With iPresso, the company assigned consumers to a specific store based on the distance from their place of residence in order to conduct personalized communication. - Use of real-time marketing
The company launched a series of automated marketing campaigns that were closely tailored to the preferences and segment of each consumer. Real-time marketing was used to keep consumers informed about products available in a specific store.
Results
- Consumer engagement increased by 23% (measured by email open rates, ad clicks, and social media interactions).
- Product sales increased by 20%.
- Retention increased by 18% as consumers were more likely to return to the store and purchase additional products from the brand that had been recommended to them.
- Marketing costs were reduced by 13% thanks to better ad targeting.
