The Challenge:
One of the largest bowling brands, had over 70% of their customers only visiting once. They wanted to improve the performance of their email programme and encourage customers to come back more frequently.
Objectives and Approach:
We ran a segmentation on their customers and were able to identify 7 different types of customers and their reasons for visiting might be. This led to an overhaul of their CRM programme, from creative and content execution to offers and time of email communication we personalised messaging and content for each of the 7 segments we created.
Additionally, we conducted a local site catchment analysis using Starcounts social to postcode dataset to understand why key locations were underperforming and not attracting consumers from the local area. This local insight resulted in localised segmented email comms and turned their worst-performing site into their 6th best within 1 month.
Results:
- 20% increase in conversion for sites with targeted personalised creative direction
- Our data turned their worst-performing site into 6th best in 3 weeks (based on weekly revenue)
- Targeted sites performed better than generically targeted sites
Quotes:
“Starcount’s data has changed the way we think about our customers and provided a greater level of insight than we’ve ever had before. This has enabled us to target customers in a way that is highly personal to their interests and provided measurably improved results.”
Customer Experience Director, Tenpin
