Helzberg - Loyalty and Retention
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Overview & Challenge(s):
Helzberg Diamonds:
Infrequent repeat purchases
Inconsistent data across disparate MarTech platforms
No audience segmentation or personalized campaigns
In the fine jewelry industry, repeat purchases are less frequent than in other CPG industries.
Helzberg retained millions of records, yet customers had multiple identifiers and mismatched information across internal and external platforms. Audience segmentation and personalization were lacking.
Goal(s): develop and test a Welcome/Thank You campaign series within six weeks; evaluate results.
Strategy and Approach:
Collaborate with IT, Data Analytics, Marketing, Sales Operations, and Customer Service to identify and document all customer interaction points.
Evaluate data to establish personas/target audiences based on purchase frequency (first-time customer, repeat purchaser, browse abandon, etc.), SKU data, and demographic information.
Develop the customer journeys: first-time purchaser, repeat purchaser, browse abandon (page), browse abandon (cart) and KPIs.
Map the data points required to support the desired experiences.
Partner with the VP, Creative, to develop content and assets.
Communicate the plan and trigger points to internal teams.
Create the Audiences in Salesforce CDP and campaigns in Salesforce Marketing Cloud (hands-on).
Results:
Successfully created and tested campaigns as directed.
Personalization resulted in a 15% higher Open Rate than the test group (held out).
The cadence for first-time customers was most successful when deployed near real-time (using CDP data).
Including a clickable image with a link to the Helzberg Lifetime Jewelry Care Plans drove a 12% increase in post-purchase attachments.
The final rollout was in progress when I left the company.
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