Situation
In a highly competitive DIY market where 20-25% discounts are more or less the default, Praxis was facing a lack of brand preference and customer engagement. Also, in the areas where competitor Hornbach entered the arena, their results dropped by some 25%. Even though they were one of the members in the Airmiles points collection scheme.
Achievements
Data-driven email marketing
The email newsletter is an important channel supporting the weekly physical folder. Together with my team, I supported them in taking a data-driven email marketing approach with content dynamically served based upon individual customer behavior. Among others, we did an engagement analysis on the database which proved among others that well over 40% of weekly sales were promotion-based.
Setting up a loyalty strategy and program
A 3-month assignment I did on an interim-basis was the development of Praxis’ loyalty strategy and program. Activities included customer journey mapping to pinpoint the engagement to contribute to customers’ loyalty points balance. And the technical set-up to make the program work in an ICT environment with an aged cash register system.