Have you ever run a first wave product campaign that was not successful? Most companies have

 However, most research shows the conversation rate of the 2nd and 3rd wave of any campaigns count more than the first.

If the achieved conversion rate is not as high as expected, it doesn’t mean your campaign failed. It only means the assumptions about Customer Knowledge need to be sharpened. And this where post campaign analysis is critical.

Challenge

Imagine a retailer who notices that a specific category, which is supposed to be offering daily routine products, had a low and continuous penetration rate.

After having checked prices, assortment and quality, the retailer deduces that there may be reputation challenges that are preventing shoppers from buying.

Action

The retailer therefore decides to identify all shoppers who never shopped in this category and send them an attractive proposition and measures the impact.

Results

At first, the retailer’s teams were disappointed: only 6% of the contacted shoppers took up the offer. So they decided to separate this initial target group by two, and analyze  their post campaign behavior: Group 1  Those who did not respond at all.
Group 2 These who converted the offer in a purchase

1^st Analysis 

For those who did not respond, they decided to send the same campaign every week for the following month each time at a different time of the week. By doing so, they identified what day was relevant to each shopper.

The impact was growing their conversion rate by another 8%.

2^nd Analysis

For those who responded positively, the company analyzed the customers' other purchases in this category.  Surprisingly, they found 30% continued shopping in this category. 

To drive better engagement, the company ensured that these loyal shoppers would receive an offer adapted to their basket value every 30 days.

The overall here was they   gained an additional 25% shoppers from out of the second ‘converted’ group

What does this show? Some campaigns are more important than others.

‍The strategic ones only end once a real learning (and measurable conversion) happens.

‍Contact us to learn more how Ulys CRM can help you improve your campaign efficiency.

‍Ulys CRM is a proprietary Shopper Analytics that helps retailers measure, understand, and engage Shoppers. 

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Find out more in our Free Retail Knowledge Base!

We help retail players continuously improve Shoppers’ Engagement.

The value we help you create

Ranges Performance

From constantly changing prices, availability issues to continuously growing competition, we help teams take the right decision to develop winning category strategies

Promotions Impact

Promotion history, campaign analytics & promotion planning help teams deliver stronger promotions ROI

Shoppers Engagement

We connect shoppers & loyalty data to help Insights & Category Management Teams build compelling shoppers’ strategies

Teams Onboarding

User friendly interface, interactive charts and tables create an intuitive & interactive platform that teams love

Suppliers Collaboration

Internally with your own teams or externally with business partners, share insights and recommendations to establish a common language while maintaining your own segmentation

Data Management

Whatever your data format, granularity level or source, deliver a seamless access to insights & recommendations with automated data ingestion, structuring & cleansing processes

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ABOUT
HYPERTRADE

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_{We are a Retail Management Platform that helps retailers and manufacturers drive their Shopper's spending.

Our approach is built on Retail Expertise, Data Science and Collaboration to deliver optimized and automated.

        • Retail Merchandizing
        • Retail CRM
        • Data Collaboration
        • Category Analytics}