Great Outdoor Provision Company
Great Outdoor Provision Company is a brick-and-mortar retailer with nine locations in North Carolina.
Challenges:
The Great Outdoor Provision Company faced challenges similar to many retailers in today’s competitive market – how to drive online sales forward and increase their brand awareness. The company wanted to implement an email program in conjunction with other related marketing campaigns in order to:
- Counter customer trends towards online research and draw them back into the brick-andmortar storefront.
- Validate addresses on an old, outdated house list and migrate them towards a new customer loyalty club list.
- Meet the email marketing challenges set by competitors like REI.
- Establish aggressive email campaigns while mitigating concerns over invasiveness.
Solution:
- Launch a shopper loyalty program mixing the best of in-store and email marketing solutions.
- Re-engage old list members to confirm their interest and thereby ensure more accurate metrics.
- Direct new sign-ups with in-store kiosks.
- Organically grow lists through “forward-to-a-friend” feature.
- Send segmented offers based on zip code and customer interest to maximize campaign effectiveness and respond to specific competitive concern.
Results:
“By keeping our lists clean and our segments fresh, Bronto has proven essential to the success of our customer loyalty program,” said Lin Peterson Senior Marketing Manager.
- Grew list by 11,000 members in nine months.
- Achieved considerably higher open and response rates compared to industry average.
- Average sale per MULEteam coupon redemption is 3 times higher than general customers ($60 versus $20).
- High forward rates (6%) and 30% of total campaign clicks on “become a member” hotlink.
- Netted 17% click rate on “super-segmentation” campaigns.
“Our Account Manager keeps us in line with what works and what doesn’t. We have healthy debates about what to try, and we know her advice is always based on real world and client experience.”
Dan Lucas
Marketing Manager,
North Carolina State University
