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Pet Supermarket - "Creating Online Solutions for Customer Rewards" |
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| Challenge: Pet Supermarket is unique in the pet store market. They have an online presence, but all sales are made from their brick and mortar stores. In keeping with their company mantra as the leader of innovation and ideas in the pet store industry, they chose Loop to increase their brand awareness among their top-tier customers. |
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| Analysis: Pet Supermarket wanted to reward customers that were signing up for their in-store VIP program. They felt that their VIP customers would respond very well to value-driven information about pets and products. We compiled a comprehensive data profile of the VIP customer which confirmed their insight. Using current offline and online direct marketing research demographics and psychographics, we were then able to generate a clearer picture of the VIP candidates that would be the most receptive to receiving special offers and in-store promotions. |
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| Solutions: Our survey of the VIP customer showed they were interested in receiving a digital communication that highlighted the care and maintenance of their pets, in addition to products that added to this development. We recommended that Pet Supermarket would benefit most by developing a pet education vehicle to be digitally marketed to VIP customers once a month. We also included discount coupons exclusive to VIP members that were redeemable at the stores. These coupons built awareness about the VIP program, in addition to producing valuable sales at the cash registers. |
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| Accountability: We tracked coupon requests and generated content satisfaction surveys to keep the digital marketing campaign focused and relevant to the VIP customer. |
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Performance: After tracking the responses for a period of 18 months, our results showed that the campaign generated 3,335 requests for coupons per issue, for a total of 60,013 coupon requests. These coupon requests confirm that the campaign drove the VIP customer to their local Pet Supermarket to purchase in-store promotional products each month. Sales and revenues increased substantially over the 18-month period, based upon the VIP in-store coupon program.
Content was focused and adjusted each month based on an interactive survey in each pet section, which requested that the reader respond as to whether or not the information presented was useful. On average, 50% of Pet Supermarket’s VIP members gave the content a positive rating each month. |
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