A global leader in premium drinks was sitting on a pile of gold, but needed expert partners to unlock the potential of their data. So together with Humai a project started to move away from a one-size-fits-all approach to data-driven email marketing. Creating personalised messaging that resonates, increases online orders and boosts revenue.
Challenge: first-party data of legacy brands
With their great historical significance, established reputation, strong brands and longstanding customer relationships, legacy brands hold extensive amounts of valuable data regarding their customers, business, products and market(s).
Accessing this data for analysis and integration is a major challenge in their digital transformation from a traditional way of operating to a more future-focused approach. And that’s where Humai came in.
Boost online orders
The launch of online B2B platform exemplifies the organisation’s commitment towards digital transformation. Providing a user-friendly interface to access products, services and support. An efficient and sustainable ecosystem that benefits both their customers and their business objectives.
Ireland and the United Kingdom are the highest adopters of the platform. But, despite various efforts, they felt they weren’t engaging customers effectively to encourage digital ordering over calling the call centre or waiting for a sales rep.
Ambitious goals for a future-proof business
Our client’s ambition is to make the B2B platform the preferred way for customers to manage their business and aims for an increase in digital orders to 85 percent. Coming from sixty percent in 2023, there’s still significant potential for improvement. We designed a strategy to contribute to this overarching goal. And the pilot with Humai managed to bump online orders up to 63 percent.
Approach: make it personal
The Humai team delved deep into the data to understand customer behaviour, preferences and purchasing patterns, and produced actionable insights for segmentation and personalised marketing. In a four-month pilot there was an increase in sales from the customers that received personalised emails.
‘They clicked and opened, and clicked and placed an order. And they were placing higher orders than ever. Our Net Sales Value increased by seven percent. It was great to see that happening.’
Lucy
The targeted email campaign with dynamic content incentivised customers to order online with a monthly prize draw where they could win tickets to events like Six Nations, concerts or the Guinness Storehouse.
Outcome: big wins
Email Open Rate increased by 6%. Alongside this growth in engagement, conversion rates also improved significantly. The average order value of customers that received a personalised newsletter based on their purchasing patterns was ten percent higher than the control group. Those segmented by the outlet type of the establishment showed even better results. As much as 52 percent higher than the generic newsletter.
Looking ahead: CRM from A to Z
The pilot is just the beginning of a very pleasant and fruitful collaboration.
‘We’re integrating Humai more into the business to handle CRM from A to Z — both tactically and operationally. When we streamline that process, we’ll free up time to do even more exciting things in the marketing space to drive more engagement. We’re excited to see where it leads.’
Lucy