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- Validate addresses on an old, outdated house list and migrate them towards a new customer loyalty club list.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.
“The level of proactive customer service is unparalleled and keeps us a very happy Bronto customer.”
Greg Tickle
Direct Marketing Coordinator,
Lake Champlain Chocolates
