Our client is a mass retailer with a storied brand history and a long-standing base of loyalty
program members, the average of whom are middle-aged women of moderate income.
However, despite a high number of members, the retailer knew it was losing touch with many
of these customers in two critical ways:
1. Uncaptured e-mail enrollments: The retailer was suspicious of a leak somewhere in its data
capture, as the number of transactions occurring among sign-ups at the point-of-sale was substantially higher than the number of names and email addresses eventually compiled in its customer database.
2. Misfired targeting: The retailer lacked a single, centralized approach to its marketing and servicing communications and therefore struggled to capture the interest of its members. Notably, it relied largely on daily email deployments. As a result, it missed opportunities to capture customers in the moment, resulting in fewer visits and, consequently, fewer purchases.
Incendio suspected that resolving the communications issues would require a human touch.
So we used our own. Our two-pronged approach:
1. Travel the data pipeline. Regarding the lost email data, Incendio recognized inconsistencies in reports by the retailer’s technology provider, so we performed a real-time audit. Each member of the geographically dispersed Incendio staff signed up for the retailer’s email list at point-of-sale. With real people tagged and followed throughout the various data hygiene processes,
we were able to see names were indeed falling through the cracks and why. It boiled down
to a few critical instances of poor data piping, which was fixed within weeks.
2. Harmonize the messaging. Correcting the communications misfires required input from 19 teams, including marketing, merchandising, operations and e-commerce. First, we aligned all stakeholders on the definition of one-to-one personalization. Next, we developed a data-driven strategy to radically improve personalization, tailoring offers to reflect recent purchases (“this dress would look great with the shoes you purchased”). We then tracked responses.