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.