A major provider of baby care products had committed their marketing dollars to focus on prenatal moms instead of physicians. The client had an existing education-based relationship marketing program that represented a large percentage of their "push" to retail.
The client needed to expand the current program by:
- Effectively bringing the program online.
- Triggering marketing activity based on consumer behavior and value, not just baby's age.
- Automating the transition of customers throughout the program phases.
- Customizing messages and incentives based on segment and ultimately the individual.
- Handling both data collection and data feeds to customer service and web site.
Solution
Targetbase created a Data Integration and Interactive strategy that enhanced the existing program. The key driver of design was to enable the brand to move from "one program fits all" to a more individualized experience.
Data Integration Specialists designed a system, which included:
- Campaign management allowing various stages of the campaign to be automatically triggered based on customer interaction.
- Integration of data collected via web, customer service, and overlaid data sources.
- Access to a complete customer view to customer service reps, allowing them to answer customer questions on a more timely basis.
- Varying purchase incentives triggered by customer response.
Targetbase brought the retention program online by focusing the web site to:
- Engage target moms via educational trackers.
- Provide more in-depth knowledge of material found in off-line printed content.
- Encourage registration via added benefits.
- Improve usability by dividing content into 3 user-friendly sections.
- Develop a long-term plan for individualized contents.
Results
- Increased market share of over 5% after program enhancements.
- Company engaged with over 80% of target market.
Customer response, interaction numbers increased by over 15%.
