Customer Relationships - Asda
ASDA
ASDA
ASDA set out in 2015 to develop world class Customer Relationship Marketing.
Our role was to work alongside them, as an extension of their CRM team, to guide, mentor, challenge, facilitate and act as catalysts for lasting and profitable customer relationships.
We provided a strategic planning resource as experts in CRM and data driven marketing
As such our remit was broad covering, strategy, data, insight, technology, content, campaigns, measurement and forecasting. We were based in ASDA sitting with The CRM team and were treated like one of their own.
One of the key initiatives we undertook was helping marketing to understand the “true ROI of CRM Marketing”. Previously CRM Marketing was only measured by online sales as these could be directly tracked but through a series of data analysis and insight projects we established the impact CRM Marketing was having on instore sales too.
This allowed us to report a much higher ROI within the business.
We were also responsible for developing a number of strategies and activities that positively impacted on customer value.
These included a high reach and contact frequency CRM Marketing strategy that still delivered on customer relevance and the leveraging of intelligent automation, AI and advancements in linguistic science to emotionally engage with customers.
We also collaborated with the Customer Data Analytics team to develop a grocery segmentation that incorporated both online and store shopping behaviours.
The outcome was that over 1 billion relevant multi-channel CRM Marketing messages were sent each year with increased engagement rates, incremental sales uplift and a very positive effect on ROI.
Our CRM Marketing initiatives and activities for ASDA are too numerous to mention here but we’d love the chance to tell you about them face to face.