Why Post Campaigns Analyses are more important than Campaign results

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

1st  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%.

2nd  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. 

Find out more in our Free Retail Knowledge Base!
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