UK Cross Media Provider scores big with retail store promotion and customer loyalty launch
Integrating XMPie software with its innovative POS technology, Rethink CMYK kicks off with multichannel invitation and loyalty program launch campaign powered by PersonalEffect TransMedia Pro.
Background
Print and marketing company Rethink CMYK is a UK-based company specializing in data capture, digital marketing, creative design and variable data printing. Owners Joel and Amanda Dickinson have more than 30 years’ experience in the media marketing industry.
One of their clients is Clubline Football, a leading UK football (soccer) equipment supplier. Dedicated to the world of football, Clubline offers a wide selection of the leading brand names in sports equipment and teamwear, such as Nike, Adidas, Puma, Prostar and many more, backed up by knowledge, experience and a love of the game.
Challenge
Rethink was commissioned by Clubline to deliver a Cross Media marketing campaign to raise awareness and gauge visitor attendance in advance of their new 2,000 sq. ft. store opening event.
Clubline needed to directly target (from existing data) over 4,000 recipients living within a 25-mile radius of their new Walsall, Birmingham store and encourage them to attend the launch event.
The event would also include the launch of Clubline Football’s own Customer Loyalty Program, introducing digital receipts, mobile rewards and bespoke offers & promotions to their customers for the very first time.
Challenge
Rethink was commissioned by Clubline to deliver a Cross Media marketing campaign to raise awareness and gauge visitor attendance in advance of their new 2,000 sq. ft. store opening event.
Clubline needed to directly target (from existing data) over 4,000 recipients living within a 25-mile radius of their new Walsall, Birmingham store and encourage them to attend the launch event.
The event would also include the launch of Clubline Football’s own Customer Loyalty Program, introducing digital receipts, mobile rewards and bespoke offers & promotions to their customers for the very first time.
Solution
The Invitation Campaign
Rethink produced the multichannel campaign using PersonalEffect TransMedia Pro - XMPie’s all-in-one solution for creating and launching integrated, personalized campaigns across every channel. Print collateral was produced on the Xerox iGen4.
For the invitation, Rethink produced a fully personalized letter and 8-page mailer for inserting into a printed envelope and mailing to the 4,000+ recipients. Included in the printed promotion was information on the opening day activities and an introduction to Clubline’s new Loyalty Program. Letter, mailer, and envelope were fully personalized to the recipient and included a ‘call to action’ for registering attendance online and thereby reserving an exclusive goody bag that could be claimed on the day of the event.
Linking the recipients’ offline printed items to an online registration web page (PURL) was achieved using a printed QR code and friendly URL, either of which directed them to their personalized registration page.
This PURL was created using XMPie’s Open XM technology. This gave their web developers the freedom to fully leverage any web, email and mobile media technology while still ensuring that all personalized touch-points in the communications stream – Print and Digital – were synchronized perfectly.
A supporting email was also sent to those recipients who had not already registered their attendance after receiving the print pieces.
“The target audience is incredibly passionate about football and so we designed all the campaign collateral to be extremely eye-catching and relevant in order to harness that passion and to motivate the recipient to take action.”
Joel Dickinson, Managing Director of Rethink CMYK
As well as registering attendance and reserving the goody bag on the registration webpage, recipients were given the opportunity to amend personal details, update communications preferences and refer-a-friend to the opening event. In the case of referring a friend, Rethink delivered an additional campaign to capture personal information and attendance from the referrals as ‘new data’. A generic web page (GURL) was produced to provide a link from Facebook and Twitter promotions and the new respondent data was quickly captured in order to personalize the balance of their communications.
Loyalty Program Mobile App & Web Portal
As part of Clubline’s new Customer Loyalty Program, Rethink created a user-friendly Mobile App (Apple & Android compatible). Upon registration, customers can access loyalty rewards, unique offers, promotions and digital receipts. Loyalty points are collected against purchases and redeemed as money off vouchers and discounts. Vouchers and loyalty statements are produced via Rethink’s variable printing facility and are mailed out directly to the customer. A Loyalty Program website is used in conjunction with the Mobile App, providing greater flexibility for user registration and account management.
“To power the Loyalty Card Scheme, we also implemented our ground-breaking plug-in solution for capturing live receipt data that integrated seamlessly into Clubline’s existing Point of Sale (POS) machines (till and printer streams). This solution channels a significant amount of Clubline’s digital or printed promotions and rewards to the Loyalty customer, transforming their brand engagement in real time.”
Amanda Dickinson, Managing Director of Rethink CMYK
Results
Rethink produced concise analytical reports using XMPie’s PersonalEffect Analytics for each campaign, measuring performance metrics such as email open rate, click-through rate and web conversion rates. Reporting can be tailored to a high degree of complexity and provides fantastic clarity on campaign performance, conversion and ROI.
The new store opening was a great success and enjoyed a fantastic turnout on the day. Results included:
- Email campaign generated a huge 24.46% click-through rate compared to a Sports Industry average of 3.36% and an even bigger web conversion rate of 54.07% vs. 4.2% average.
- Rethink was able to refine a significant amount of existing customer data and added new data through their referral campaign.
- Due to the early success of Clubline’s new Loyalty Programme, Rethink will be expanding its customer reach to include eCommerce and telephone sales.
Results
Rethink produced concise analytical reports using XMPie’s PersonalEffect Analytics for each campaign, measuring performance metrics such as email open rate, click-through rate and web conversion rates. Reporting can be tailored to a high degree of complexity and provides fantastic clarity on campaign performance, conversion and ROI.
The new store opening was a great success and enjoyed a fantastic turnout on the day. Results included:
- Email campaign generated a huge 24.46% click-through rate compared to a Sports Industry average of 3.36% and an even bigger web conversion rate of 54.07% vs. 4.2% average.
- Rethink was able to refine a significant amount of existing customer data and added new data through their referral campaign.
- Due to the early success of Clubline’s new Loyalty Programme, Rethink will be expanding its customer reach to include eCommerce and telephone sales.
Critical Success Factors
- Circle campaign management automation allowed Rethink to design and deliver the campaign in the shortest time possible. This was crucial because there was little time between when the new store building was finally completed (and promotion could begin) and the opening event.
- XMPie’s open architecture gave Rethink the flexibility to integrate with other systems, including their innovative Point-of-Sale (POS) plug-in solution for recording digital receipt data, customer sign-up and the subsequent delivery of promotions and rewards. This extendibility enabled Rethink to customize their project to serve their unique environment and business goals.
- Using PersonalEffect, Rethink was able to generate personalized webpages (PURLs) to drive faster customer engagement and measure attendance quickly. This was critical for making adequate arrangements for the event well in advance.
- XMPie’s Refer-a-Friend and Social Media Share features allowed for a built-in, on-demand notification to the friend and the referrer. This was a major requirement from Clubline, who wanted to capitalize on the strong popularity of social media among football fans.
Lessons Learned
- Adopting an early strategy with regards to preparing campaign data was important. There are a number of points to be mindful of prior to linking the data source to a campaign in XMPie Circle, such as cleansing, labeling and future-proofing the read/write capability of the database.
- Taking advantage of the various support and training resources (both online and in person) offered by XMPie is crucial to getting company personnel up to speed and qualified to deliver variable multichannel campaigns across not only print and digital but also retail POS systems.
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