FES Marketing May 2012Omni-channel re-engagement

Cho-Yung TeaCho-Yung TeaCho-Yung tea is a market-leading weight-loss product

Lapsed CustomersCho-Yung Tea

Lapsed Customers

With a large proportion of lapsed customers that had signed up for a trial

CY CoffeeCho-Yung TeaWith a number of additional cross-products

CY Plus AcceleratorCho-Yung TeaWith a number of additional cross-products

CY Nutrition DrinkCho-Yung TeaWith a number of additional cross-products

CY Nutrition CreamCho-Yung TeaWith a number of additional cross-products

Need to cross-sellCho-Yung TeaWith a number of additional cross-products

Need to repair damageCho-Yung TeaBut with a negative perception

ObjectivesCho-Yung Tea

Objective To use effective multi-channel marketing strategies to repair the brand, enhance customer loyalty, increase retention and create cross-selling opportunities

a. By creating relevant offers via personalization

b. Through the coordination and management of multiple marketing channels

c. And by engaging customers and prospects in the Cho-Yung family

Against this background, the aim was to re-engage with a lapsed base

Engagement ProcessCho-Yung TeaUsing a multi-channel strategy

Start HereCho-Yung TeaAnd to re-engage with a lapsed base with multiple touch points

Emails and newslettersCho-Yung TeaUsing email campaigns

Product SpecificCho-Yung TeaPromoting specific products

Trial Campaign PlanCho-Yung TeaUsing segmented emails throughout the customer journey

Special OffersCho-Yung TeaPromoting special offers

Hers Redeemable Vouchers - store

Cho-Yung TeaThat are redeemable both online and in store

Cho-Yung Tea Redeemable Vouchers - print

Supported by a dedicated PR Campaign

Cho-Yung Tea Redeemable Vouchers - show

And available in the High St

Facebook CompetitionCho-Yung TeaSocial media campaigns

Loyalty CardsCho-Yung TeaAnd loyalty Cards

Gym MembershipCho-Yung TeaAnd value-added benefits including gym membership

Fuels new businessCho-Yung TeaThe customer journey

ResultsCho-Yung Tea

ResultsCho-Yung Tea

Tea CoffeeCY Plus Matcha Nutri-touch

+40%

+350%

+30%+225%

+200%

Results showed a three-fold increase in sales of cross-over products

ResultsCho-Yung Tea

Thank You