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Case Studies

Optimize and measure the success of my eCRM program

Building Loyalty Boosts Baby Formula Sales

A popular infant formula manufacturer in the UK invests heavily in eCRM, supporting mothers with useful advice, and building loyalty along the way. Building loyalty is very important in the UK, because legislation doesn’t permit active promotion of formula — needless to say, brand association is crucial. This top manufacturer wanted to reach out to its key customers in the best way possible, and that is where customer insight from dunnhumby and the manufacturer’s customer outreach program came in.

The insight

The manufacturer wanted to increase shopper spend and cultivate shopper loyalty. With the intention of delivering 10% more brand purchasers, it needed the customer insights that only dunnhumby could provide. Its customer outreach program was successful, but had the potential to be even greater. dunnhumby found the program has enabled the manufacturer to steal share from competitors and drive more frequent purchases.

The action

Inspired by the customer insight dunnhumby provided, the manufacturer decided to significantly increase the investment in its customer outreach program. Insight into the customer base indicated that relevant e-mail communications would be an optimal way to reach out, deliver a positive experience, and build the kind of loyalty that keep customers coming back.

The results

These strategic moves enabled the infant formula manufacturer to:

  • Successfully steal even more share from competitors
  • Drive more frequent purchases within its members
  • Generate an annual brand uplift of £1.2M
  • Increase frequency and spend of customers within a grocery retailer that supported this research

Based on the performance of this initiative, the manufacturer has commissioned ongoing eCRM tracking work with dunnhumby.

Working with dunnhumby on our [customer outreach] programme is really helping us to optimise the scheme’s performance. We can clearly see the effect it’s having on members’ shopping behaviour in store enabling us to make planning and investment decisions in the programme with confidence.

Senior CRM & e-Marketing Manager, Infant Formula Manufacturer