Customer Value - George
George at Asda
George At Asda
Increasing Customer Value through cross sell and upsell for George
We helped George CRM team develop a cross category sales Customer Relationship Marketing programme to drive more value from existing customers.
We also developed an upsellprogramme to sell George products to ASDA customers.
The George CRM team approached us to help identify ways to create more value from cross selling George across categories.
We used existing data insight to create a basic cross sell framework that used existing buying signals to predict next best category for existing customers.
Our strategy was to develop a single-minded cross category CRM Marketing trigger based on the framework that would be sent when an appropriate purchase signal was made by the customer.
We also created a George product relevance framework connected to ASDA’s grocery basket segments to allow upselling George products to ASDA grocery customers.
We had already aligned the grocery basket segments to the wider customer types for ASDA which gave us the much-needed gender, affluence and lifestage data to better fit the George products to ASDA customers.
We were now able to match the grocery basket purchased to a relevant George product. We then triggered content as a pod within ASDA emails to upsell George.