Delivering the goods for Mom
Peapod, one of the nation’s oldest online grocery chains, delivering more than 23 million orders in 24 major markets primarily in the northeastern U.S. In recent years, however, they’ve experienced significant declines in customer conversion rates. Digital and direct mail tactics were not driving qualified leads to the website.
The online grocer was looking to improve website conversion rates with the stated goal of achieving a 25% lift in marketing ROI. The proposed marketing strategy was to drill down into their audience segments, identifying sizable niche audiences and creating highly-targeted content that could engage and convert audiences. Messaging was to be developed around audience segments that included New Moms, Young Families, Working Couples and Elderly At Home.
I was brought in to develop a test program targeting New Moms - an niche market made up of more than 4 million prospective customers.
Taking an omnichannel approach
I developed a diverse channel strategy that targeted New Moms through digital display ads, eNewsletters, paid social media and direct mail retargeting. The messaging strategy was built around a simple theme: We deliver everything but the baby.
The creative approach was designed to drive prospects to a specialized microsite developed specifically for New Moms, offering video content, tips and special offers.
Winning back former customers
Additionally, an aggressive winback campaign was developed targeting three groups of former customers: those who had not ordered in 6 months, those who had not ordered in 12 months and those who had not ordered in 24 months.
I reached out to former customers with a unique variable video that called each customer by name, and tailored the message to that customer’s past purchase history. Keyed by Peapod’s purchase history database, the appropriate video segments were pulled together to create a seamless, personalized video delivered by email. This variable video was supported with digital ads, social media and retargeting direct mail.
The campaign achieved a 216% increase in ROI
The winback campaign resulted in an incredible 326% lift in ROI, while the niche targeting effort achieved a 38% increase in overall online orders, highlighted by a 17% increase in basket size.
