Brand Loyalty

OBJECTIVE:
A leading personal care products company wanted to build brand loyalty with its core consumers by leveraging the trusted reputation of its well-known brand. In addition to keeping core consumers loyal, this company wanted to retain "switcher" consumers for longer durations, ideally converting them to loyal users.

CHALLENGE:
The company already had e-mail marketing program in place, but it relied upon the conventional mass marketing approach of one-size-fits-all communications. They needed to better harness the advantages of interactive marketing in order to productively target its consumers and build more meaningful, lasting relationships.

SOLUTION:
Collabrys first worked with our client to better understand their brand values as well as to assess previous marketing programs' strengths and weaknesses. Collabrys then developed a strategic plan based upon an innovative consumer micro-segmentation model, which considered consumers' specific attitudes towards the brand. This model also considered the potential profitability of each micro-segment to our client.

Collabrys developed an execution plan that involved customized and personalized consumer communications including e-mail marketing, unified registration, targeted coupons, data management and online surveys. This approach aimed to improve the process by which our client's consumers received information, in order to increase brand value, as well as build and sustain loyal relationships.

RESULT:
Collabrys micro-segmentation model provided our client with a new, actionable approach to loyalty marketing. Through Collabrys integrated technology platform, this client gained a robust technological framework with faster intelligence gathering and reporting capabilities, which enables advanced testing and program optimization. The client has also reduced management resources and costs in the process. By partnering with Collabrys, our client can continue to strengthen its overall understanding of its consumer base, resulting in more effective marketing strategies and stronger consumer relationships.

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