An FMCG company wanted to integrate its online and offline sales channels to provide a consistent shopping experience for its customers. Prior to implementing the right tools, the company was struggling to coordinate marketing and sales activities between different channels, leading to inconsistent customer communications and hindering effective data management.
Online sales systems (e-commerce) were linked with offline sales systems (POS in stationary stores), which enabled customer data to be collected and analyzed in one place.
By integrating iPresso with the sales systems, the company was able to collect data on customers' shopping behavior in both online and stationary stores. The data included purchase history, product preferences and reactions to marketing campaigns.
Based on the collected data, the company created personalized marketing campaigns that were tailored to customers' preferences and shopping behavior. Customers received consistent and relevant messages, regardless of whether they shopped online or offline.
The company used iPresso to run coordinated marketing campaigns across various channels, such as email, SMS and in-store ads. Each campaign was tailored to the specifics of the channel, but at the same time consistent with the company's overall marketing strategy.
The integration of online and offline sales channels provided customers with a consistent and seamless shopping experience. Customers could count on the same offers and promotions, regardless of the shopping channel they chose.
By personalizing marketing communications based on integrated data, email open rates increased by 18% and click-through rates by 12%. Customers engaged more with marketing campaigns that were better tailored to their needs.
Effective data integration and campaign personalization resulted in a 20% increase in conversion rates. Customers were more likely to make purchases when they received consistent and attractive offers.
Loyalty and promotional campaigns across channels contributed to a 15% increase in customer retention. Customers were more likely to return and make repeat purchases due to consistent shopping experiences.
Integration of sales channels and marketing automation allowed the company to manage its marketing budget more effectively. The company was able to focus on more strategic activities, which increased campaign effectiveness and ROI.
The use of marketing automation and iPresso's functionality enabled the FMCG company to effectively integrate online and offline sales, resulting in increased sales, customer engagement and improved business performance.
