Challenge
A company operating in the FMCG industry was struggling to sell certain products. It noticed that consumers were choosing specific types of goods based on the weather, so it was looking for tools so it wouldn't have to run expensive campaigns nationwide. She wanted to use real-time marketing and adjust marketing messages according to precipitation and temperature, and the existing system did not give her such capabilities.
Action
- Gathering consumer data
With iPresso, the company gathered key information, so it knew which consumers lived in warmer and which in colder regions. - Segmentation of contacts
Consumers were divided into several groups, so personalizing messages and matching content became easier. - Message preparation
In iPresso, the company created personalized messages for the segment meeting the designated geographical conditions. - Determining external conditions
With iPresso Satellite, the company determined the weather conditions under which messages were sent. The weather data was continuously updated, so the company was sure that the messages would reach the right people.
Results
- Due to well-targeted campaigns, the company won many loyal consumers and saw a 17% increase in retention rates.
- There was a 21% increase in average order value, and consumers often added products to their shopping carts that fit their weather conditions.
- New consumers began to take advantage of the company's offers as personalized real-time campaigns caught their attention.
- The company began to better manage its budget and create campaigns tailored to the needs of its consumers. As a result, it saw a 24% decrease in spending on campaigns, despite much greater efficiency.
