Pet parenting,
re-energized.
The challenge
A pet care client came to us to help reengage members in their current loyalty program while reimagining the next evolution. Current tactics had minimal personalization and targeting with limited testing and insights.
Our objectives
Create a compelling, emotional and easy experience
Boost member activity
Encourage members to share more information to feel a greater connection to the community
Deliver value through loyalty powered by CRM
The Approach
To begin, we applied our engagement marketing framework to elevate the brand. Next, we leveraged data to immediately deliver more meaningful experiences and interactions. And throughout, we kept in mind our client’s future.
Key Insight
Pet parenthood is an inherently emotional experience and category, but it was not being adequately leveraged to elevate the current program. By moving from a one-size-fits-all proposition to a more personalized, emotional approach, members got more from the program by doing more for their pets.
% open rate
(cumulative
performance)
Measurable increase in margins
and sales
% click-through
rate
(CTR)
First, some quick wins
We used personalization, clever design and proven engagement methods to connect the emotional side of the brand to the rational and emotional needs of the members. This approach led to impressive early results.
Near-Term Engagement Plan
Our modernized engagement plan used all forms of data to inspire personalized interactions; these created more relevance for members.
We created a 12-Month, Full-Journey Member Engagement Plan that included:
- Member lifecycle communications
- Digital and in-store member experiences
- Process-improvement recommendations
- Performance measurements
- Test and learn
High
member
participation
in the offer
%lift (vs. control)
of members making
a replenishment
purchase
Results (in one offer cycle campaign)
Personalized Road Map
To enable more immersive member experiences, we provided long-term personalization recommendations, including people, process, technology and data.
Plus, we created a road map using our proprietary Personalization Engine framework to deliver and measure advanced, personalized omnichannel experiences. We also bridged the current and future loyalty programs while advancing underlying engagement capabilities.
Using our proprietary Total Customer Value Management (TCVM) framework, we provided ways to expand on the total value of each member engagement.
