Working in partnership with our client, the European leader in personal safety equipment, we analysed the product categories supplied to six core market sectors.
The analysis exposed gaps in the portfolio of products purchased by specific customers in specific markets. From this we developed an engagement strategy that included a trade loyalty card programme, segmented communications and a strategic view as to how to plug the product gaps.
A series of customer journeys were developed describing all customer “touch-points”. We created all digital and offline marketing collateral required to support the loyalty programme.
As a result, data insight driven email, and SMS supported by periodical direct marketing means the trade loyalty programme has flourished exceeding initial expectations and giving the business the confidence needed to expand activity to all market sectors.