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.
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.
The retailer therefore decides to identify all shoppers who never shopped in this category and send them an attractive proposition and measures the impact.
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%.
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.
From constantly changing prices, availability issues to continuously growing competition, we help teams take the right decision to develop winning category strategies
Promotion history, campaign analytics & promotion planning help teams deliver stronger promotions ROI
We connect shoppers & loyalty data to help Insights & Category Management Teams build compelling shoppers’ strategies
User friendly interface, interactive charts and tables create an intuitive & interactive platform that teams love
Internally with your own teams or externally with business partners, share insights and recommendations to establish a common language while maintaining your own segmentation
Whatever your data format, granularity level or source, deliver a seamless access to insights & recommendations with automated data ingestion, structuring & cleansing processes
Hypertrade is a retail tech company in Category Management and Shopper Behaviors Analytics. Manufacturers use our platform to manage their multi-retailer data sets and to automate their category management and sales analytics. Retailers use our platform to improve their Commercial offering, collaborate with their suppliers and Engage their Shoppers. Building on Sales, POS & Loyalty data, some of the things we fully automate are:
• Brand& Category Score card
• Brand automatic Diagnostics
• Range Optimization
• Promotion Planning & Forecasting
• Shoppers baskets analysis