G2 model execution example – Supporting your territory plan via targeted tactical quarterly shopper marketing programmesCrown annual promotional plan example
G1 model execution example – Supporting your territory plan to acquire or reactivate dormant customers Crown Paints In store lapsed account example
Winning with customers
Crown shopper marketing programme example Quarterly shopper marketing programmes aim to drive spend with existing trade accounts who have either lapsed recently or have not spent with us for some time and are currently dormant. Activation programmes such as these are designed to drive short term activation volume but also seek to build longer- term customer relationships and brand equity between merchants and customers.
Understanding trade account health and defining lifetime customer value are critical metrics which provide insight when looking to generate the long-term profitability of customer relationships. Whilst account sign up is important to switch customers into our brands, retaining those customers to ensure they continue to spend more and more frequently will support driving longer-term growth.
Here is an example of a lapsed account initiative,
The objective was to reactivate inactive customers and support revenue targets.
Campaign targeted lapsed customers (not spent in last 3 months) to run until year end
Note: Programmes such as these can be executed via owned stores and through independent distribution
Customers were rewarded for every £50 spent on Crown Trade hero range – every purchase is £10 towards reward , 5 purchases they will receive a lifestyle voucher to spend as they wish.
Weekly emails to customers to track spend to target were issued and tracked internally.
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