The observation: a drop in mass marketing performance

This observation isn’t new. Since the digital revolution, the relationship between consumers and brands has drastically changed. Hyperconnected, demanding and volatile consumers are running the show. They are highly sought after, saturated by advertising with content they feel too often is irrelevant. According to the Baromètre 2019 du Marketing Personnalisé, 61% of consumers estimate having received offers that don’t match their interests and assume that brands don’t really understand what they want. 

The challenge: agile management of the client journey

The era of mass marketing is over and personalized marketing is the future. Consumers want to engage in hyper-personalized relationships with brands. They want brands to recommend offers that match their expectations. Personalization has become a measure of performance and therefore of ROI. By suggesting the right product to the right client at the right time, marketers can increase their conversion rates and guarantee campaign performance.

For the agile management of these diverse and multichannel client journeys, a marketing automation solution helps marketers activate client journeys by offering automated, relevant and particularly hyper-personalized communication. 

Match is a chain of 116 supermarkets mostly found in the Northeast of France and has an annual turnover of more than one billion euro. The company values a strong and authentic client relationship. To improve their retention rates, the brand relies on a personalized and relevant offer that meets the exact needs of their clients at a specified time. 

In the Actito datamart, there are all kinds of data needed to activate client journeys. The data model is star-shaped. At the center, there’s the profile table with contact information and preferences (preferred store, channel appetency, etc.). Around this table revolves the information linked to the profile like perceived advantages, coupons available, segments to which the profile belongs (RFM segment, appetency for the drive, etc). Match has implemented different automatic messages to support clients in their lifecycle:

• The welcome scenario to enrich the profile data, build the relationship and, on the long term, retain. How is it built? First, Actito questions the e-mail contactability of the target. (If they don’t have a known e-mail address => contact by text message to ask for e-mail enrichment). Then, a welcome message is addressed to the contact that lists the tracers/DNA of the Match company and insists on brand engagements (buy locally, offering fresh food, being a socially responsible company). This loop ends with an invitation to use the Drive and a revival for lapsed users.

This enrichment process helps recover 6% of e-mail addresses and 22% of additional mobile phone numbers. The welcome scenario has also helped significantly increase the open rate of e-mails (+12 points, 32% of open overall). The company has also noticed an increase in the amount of second and third visits, and a net ROI of more than €100.000 (between the end of September 2019 and the start of March 2020).

• The ‘anti-attrition’ scenario. The idea is to start from an RFM segmentation calculated every month to determine who are the clients that ‘went down’ a segment. According to the step followed => send a voucher, coupon or exclusive promotion to incite them to come back to the store. 

This scenario was put into place in February 2020, with very encouraging results: more than 42% of revisit rates with 12% of the text message offers used during checkout and 33% of the e-mail offers.

=> Note: During the health crisis, Match was able to quickly and easily rethink their strategy thanks to Actito’s agility which allowed them to adapt their messages to the reality in the field: tips, health measures taken by the company, new features of the Drive and Click & Collect, etc.