In the retail sector, mass promotions are a common investment that undergoes weekly evolution both in-store and online. Temporary Price Reductions (TPR) strategies, such as “Dollars off” and Bonus Pack promotions, are crucial for lowering the cost per unit and engaging customers. Traditionally, these promotions lack personalization and are communicated through various channels: apps, websites, in-store displays and flyers.
To elevate beyond standard TPRs, using personalized communication, we can take it to the next level. The fundamental concept involves capitalizing on existing assets and CPGs budgets (existing TPRs and mass promotions) and personalizing them to reinforce awareness among customers about relevant offers awaiting them in the stores. This approach not only encourages more visits to the store but also enhances overall customer satisfaction.
BACKGROUND AND OBJECTIVES
Our client, a major US-based retailer, has successfully transitioned from generic promotions to personalized brochures and email campaigns. This case study delves into this innovative approach, highlighting a curated selection of relevant products. Customers are captivated with ‘weekly specials’ that are relevant to them, offers fostering not only growth but also increased engagement.