CSCRM - Matalan
MATALAN
Matalan
Matalan wanted to deliver greater customer relevance and value in their CRM Marketing activity
Our solution was to review current maturity in relation to delivering customer relevance and develop a strategy for increasing relevance with an actionable testing plan
We provided a strategic planning resource as experts in CRM and data driven marketing
Matalan are currently delivering and developing multiple Customer Relationship Marketing activities and initiatives to increase customer engagement and ultimately customer value. However, internal senior CRM team resources are limited. Relevanz was engaged to provide a senior hands-on strategic planning resource for Matalan’s CRM team as experts in CRM and data driven marketing.
We began by reviewing current data, segmentation, insight, technology, content and process maturity in relation to delivering customer relevance.
We then developed a detailed plan for activating customer relevance considering email, dm, app & in-store coupons.
This allowed us to report a much higher ROI within the business. The plan included:
• Campaign hierarchy – how relevance fits across
the CRM plan for the year, working around
existing BAU activity.
• Measures of success – objectives and
recommended measurement elements.
• Detailed set-up - campaign structure, content
outline, data selections, timing, offers.
• Detailed testing strategy recommendations.
Overlaying greater relevance onto the existing CRM Marketing plan would require baby steps to ensure any changes and developments do not damage fiscal performance in the short term but would grow customer value in the long term.