CASE: West Side Stores - Clubwest Loyalty Program

Group Members (Group - 19)

Problem -

Westside losing loyal customers

Large segment of the Clubwest base lapsing out of the program

Analysis of this base showed us that 73% of recent lapsers were on DND and approximately 63% of them had not opened any of the one-to-one email campaigns westside had targeted at them

Main objective is to find out a way how the loyal members can be engaged again

Strategy

Westside hired Hansa Customer equity to find a way to engage the customers again

Hansa Found that there are two types of customers they need to engage again one is the customer who already left and second is the customers who are going to leave in future

There should be an event or promotion so that customer can be invited so they choose Winter sale of 2012-13

Now the main objective is to communicate the message, Westside is already tried Mails and individual messages but they did not work

They found out after doing a lots of research is that reaching customers through social websites is the best way.

They already have mail IDs and contact numbers of their customers so they can find their customers easily

They opted for Facebook among different social networking sites as Facebook is widely used

They used Power Editor tool

Power editor is a bulk ads creation and management tool, tailored specifically for large advertisers

POWER EDITOR TOOL

Power Editor is a tool that helps businesses manage multiple campaigns

Power Editor makes it easy to create, edit, manage and optimize ads, campaigns, and Page posts in bulk, across a large number of different ad accounts and Pages.

Advertisers can use Power Editor to buy placements in the news feed, the most engaging place on Facebook.

Advantages of Power editor

Save time by mass-editing ads and Page posts across campaigns, accounts and Pages, and creating ads in bulk

Optimize from the tool by sorting ads by key stats and performance

Save time by copying and pasting ad and campaign data from Power Editor to Excel, and vice-versa.

Select specific news feed placements in desktop and mobile for Page post ads and sponsored stories

Easy to create Page posts, promoted posts and schedule posts

Use Audiences to create and manage all your audiences, including custom audiences and targeting groups

Process followed

Get the Email ID and contact no

through database

Mapped on FB via Power editor

Communicated about winter sale to

the lapsed members

Results..

Total members mapped on Facebook – 3, 32,020

During the 1 month campaign we reached 1, 10,431 via social reach and 2,70,293 via organic reach

The beauty of facebook campaign is that there is a response from the customers , same was not the case in previous campaigns

Facebook strategy was more effective than individual mailers

7849 lapsed members engaged with the ads out of which 737 members made multiple purchases at the store.

Hit ratio= 9.4%

Every Rupee spent on FB they were able get a return of Rs45.

Suggestions - Hansa should target not only FB users but also other social

media users like twitter, Google+

We can use predictive analysis to send personalized mailers to the lapsed members.

End of season sale will open a day earlier for those who are lapsed.

We can also lure our customers who shop using our mobile app.

Hansa should come up with a campaign where people would get attractive offers if they take a selfie inside their store and upload it on social network.

Hansa could also come up with a campaign where people would get attractive offers if they CheckIn inside their store on social network.

Both the above campaigns would help Westside gain popularity and even the people who have lapsed would come to the store.

REFERENCES

https://fbcdn-dragon-a.akamaihd.net/hphotos-ak-ash3/851563_142274389310746_1586366812_n.pdf

Hansaequity.com

CREDITS Lighthouse Insights

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