2013Shhhhh Superdrug Event Driven Campaign 2013

www.howardhuntgroup.com© Howard Hunt Group 2013 | Personalised Multichannel Marketing - Superdrug, shhhhh 2013

300 bonus points on fragrances just for you

CRM Tactical Event Driven Campaign.

Exclusive Mothers Day

shhhhhhBeautycard Bonus

Points, 2013.

OBJECTIVE AND CREATIVE CONCEPT.

If undelivered please return to: Superdrug 118 Beddington Lane Croydon Surrey CR0 4TB


Miss Rachel Mallinson123 Any StreetANYWHEREAB1 2CD

300 bonus points when you spend £30 or more on fragrances until XX date

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Become an email VIP and instantly get 50 bonus points

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Buy with a mix of points

and cash

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Show this coupon to claim your 300 bonus points

Just for our very best Beautycard holders

The remit we have for the Beautycard holder communication programme is to increase both frequency of purchase and average

transactional value.

By segmenting the CRM database and

then promoting bonus points offers on


The event was Mother’s Day and our objective is to encourage sales of Superdrug fragrance range to

Beautycard VIP and loyal customers

by making them feel special.

Fragrances Just for You!

We developed creative and copy which was then applied to the data

selection from customer insight.

Don’t Tell Anyone...shhhhhh

A MULTICHANNEL APPROACH.

We then developed a customer centric contact strategy...

Facebook plays an important role as we create

‘conversation starters’ to coincide with tailored product suggestions and offers.

‘Have a go at creating your own celebrity fragrance’.


CREATE AWARENESS AND A DISCUSSION.

WARM UP AND NUDGE!A tactical eCRM programme was put into place to warm up and remind Beautycard customers of points update, fragrance offers,

localised store messaging and Mother’s Day count down.

The email contained a link to the latest Superdrug TV AD.

SURPRISE AND DELIGHT!


Dynamic content is served up within the digitally printed direct mail to consult, recommend and suggest fragrance products against previous customer purchasing

behaviour and points collected.

PEOPLE NOT CHANNEL.Paper money in the purse (vouchers) database against pre-loaded Beautycard (Superdrug Loyalty Card).

This proves that traditional direct channels play just an important role as ever within CRM and Marketing communications,

but more importantly we understand our customers and create customer centric communications that are integrated around people. Letting them play a greater role in determining the right mix of channels and technology, rather than the other way round.

Rachel Mallinson, CRM Marketing Manager, Superdrug.

A SURPRISE IS ON YOUR DOOR MAT!Data driven customer centric digitally printed direct mail was strategically deployed to evoke the emotion of buying a Mother’s Day gift, a treat or maybe both.

FRAGRANCES JUST FOR YOU.

(Campaign Insight)

DID IT WORK?

DM Summary

80% percentage of VIP customers who received the

direct mail went onto shop.

- ATV = Increased by £12.51 on spend threshold.- 57% bought 1 fragrance when they redeemed the offer. - 32% bought 2 fragrance when they redeemed the offer.

eCRM Summary


Open rates approx. 22% better than Beautycard average

Targeting79k Beautycard, 16+ VIP and loyal customers.

Campaign Objective

Interact with VIP and loyal customers offering exclusive Mother’s Day bonus points promotion through social, eCRM

and digitally printed direct mail. Use multichannel to engage and encourage sales of fragrance range.

300 bonus points when you spend £30 or more on fragrances until 7th March…just for you!

spoil yourmumMother's Day 10th March

Here’s what to do:

Print this email to get your bonus points

Laura, you’ve XXX

points, that’s £X to spend

in store


10:1 ROI “You smashed it“ Rachel Mallinson, CRM Marketing Manager, Superdrug.

(Reaction to Response Rates).

Against the Control

Versus the control (Non-personalised) we saw a

33% uplift in response.

2013Shhhhh Superdrug Event Driven Campaign 2013

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