Response Labs is the partner for developing a stronger relationship with your customers through CRM & loyalty marketing
Fast Casual Dining
15% Sales Lift Powered By Segmented Offer Strategy
Response Labs helped Blaze Pizza surpass the goal of incremental sales increase during the typically slow month of August. Blaze is a contemporary and vibrant fast-casual restaurant, known for its innovative and customizable approach to build-your-own artisanal pizzas.
Our charge was to come up with a strategy that could generate 8-10% of incremental sales from existing loyalty members within one month. Additionally, we were supporting the digital team at Blaze by using this campaign as the case study proving the worth of investing in marketing automation technology. Lastly, we were tasked with accomplishing all of this through email, SMS, and push. There would be no in-restaurant advertising, no digital banners or video, no social media advertising, no website messages, no out-of-home, and no TV or radio.
Generating Incremental Sales Via Segmented Offers and Messaging to Loyalty Members
Blaze Pizza faced several challenges in the summer of 2023:
- Loyalty transactions per month were steadily decreasing.
- A significant portion of existing loyalty members had never purchased.
- New loyalty sign-ups had slowed.
- Marketing automation technology was limited with the current martech stack.
- Internal resources to manage and execute were limited.
As August has been a slow month for Blaze historically, Leadership saw an opportunity to evaluate the effect loyalty and CRM could have on driving sales.
Our team decided on a month-long “Summer Send-Off” celebration with various exclusive offers for loyalty members. The decision was based on survey feedback indicating members preferred a choice of offers. Loyalty members were segmented into thirteen categories using Punchh’s (Blaze Pizza’s loyalty platform and partner of Response Labs) Smart Segments, considering factors like recency, frequency, and total spending. A data-driven approach involved preliminary testing of eight offers against a 10% control in June and July 2023, developing an offer strategy tailored to each segment. Despite challenges in offer infrastructure configuration, the team leveraged Punchh’s capabilities but also highlighted the need for additional marketing automation technology. The production and execution involved creative input from Response Labs and Blaze Pizza teams, with a weekly cycle of refining the process based on data analysis for future initiatives.
When the campaign was completed on August 31, 2023, we had surpassed our goal by generating over 15% in incremental net sales. The results were also 14% higher than the previous month, July 2023, and 12% higher than the previous year, August 2022. Loyalty check-ins also increased 21% month-over-month and 1% year-over-year netting out at a 22% incremental lift from the Summer Send-Off campaign.
Flipping the Traditional Method of Customer Acquisition
Response Labs worked closely with HMR, an award-winning weight loss program, to produce digital media and marketing campaigns to attract new customers and engage current members. Our partnership focused on driving both a la carte orders of their proprietary food products and enrollments in their membership program, focusing primarily on digital advertising and email optimization.
Using Data to Drive Advertising Strategy and Business Results
Prospective customers and sales decreased over two years across the entire weight-loss industry. The decrease in prospects increased competition, driving up costs for awareness advertising and driving a need for more innovative concepts than ever before.
Response Labs helped HMR gain more value from existing customer data. Previous digital advertising strategies included direct publisher buys and targeting based on second-party data from platforms like Google and Facebook. We transitioned HMR digital advertising to 100% lookalike audiences from their first-party data via programmatic media with The Trade Desk.
A 50% increase in customer acquisition YoY. By combining the industry-leading intelligence of The Trade Desk with the rich data of their existing customers, HMR was able to mitigate high CPM prices from competition and consumer uncertainty to increase customer acquisition by 50% versus the previous year.
Retail / Health Services
Doing More with Less
Home Care Delivered (HCD) is a provider of insurance-covered medical supplies that delivers items directly to customers. Our partnership primarily focuses on their media efforts, but we also support the analysis and enhancement of their CRM initiatives.
Adding New Channels To Drive Engagement of Inactive Customers
Part of maintaining a relationship with a client is finding ways to help them succeed in a variety of circumstances, even when fewer resources are available. We were challenged to achieve ambitious lifts in revenue and leads, despite a 30% decrease in budget from the prior year.
Response Labs employed a diversified media mix (full-funnel, cross-channel) and incorporated The Trade Desk, where campaigns leveraged granular targeting capabilities without sacrificing impactful reach.
A 10% increase in revenue and a 2% increase in leads YoY.
Retail / Pet Services
Optimizing Website Flows and Media Approaches
Kradle is a collection of CBD-based products to calm dogs. Response Labs served as Kradle’s digital media, data, and CRM strategic partner while Kradle was gaining market share.
Reducing Cost per Customer Acquisition (CPA) at Multiple Points in the Funnel
As a new brand, Kradle CBD for Dogs was just gaining traction in the marketplace. Awareness growth and an aggressive sales target meant the brand was willing to spend on digital marketing to generate sales. However, an initial campaign showed low sales results from a high spend, without clear or accurate attribution of sales to marketing dollars. The most prominent metric available when we partnered with the business was cost-per-acquisition (CPA) and the value was at an unacceptably high level.
We immediately revamped Kradle’s attribution to properly track campaign channel and messaging performance. From there, we set up and launched targeted audiences filled with past site visitors, lookalikes, and CBD-friendly customers. In addition, we launched Kradle’s first programmatic campaign, driving millions of impressions, surpassing industry benchmarks on CTR and CPC, and building a robust remarketing audience.
Once we reached campaign stability on the paid platforms, we also revamped the product pages on Kradle’s website, closing gaps in the customer experience that impacted conversions, and added email journeys promoting repurchase and retention.
A 90% reduction in CPA in the first three months after launching the new media campaign. Combined, the digital marketing efforts resulted in a consistent 10-14% increase in sales month over month with more efficient spending. We also increased the on-site conversion rate from 0.49% to over 2.0% at peak campaign performance.
Improving Email With Data
We work with Outback Steakhouse to improve the performance of their email and SMS campaigns through data analysis and deeper customer segmentation, delivering new approaches to personalization and targeted messaging. We introduced the RFM (Recency, Frequency, Monetary) Data Model and integrated those segments into programs, improving engagement and sales.
Converting Top Customers To Try Ordering Online
In an analysis of a segment of top Outback customers, we found that most had never ordered online. We needed to engage them via online ordering as much as in-restaurant dining.
The hypothesis was that these loyal diners were more inclined to dine in and may be averse or concerned with ordering Outback online. Therefore, we created an email campaign that laid out the exact steps necessary to order online, breaking down barriers to adoption. We then tested that messaging against a control of the standard promotion of e-commerce.
66% higher conversion rate for recipients of the new message. They also spent $10 more on average per online order. Even more interesting was when we tested a video tutorial of the steps to ordering instead of the written out copy, conversion dropped. It was clear that this audience was more receptive to clear and simple instructions.
Retail / Grocery
Ensuring Reliable Communication with Ongoing Optimization
Response Labs is responsible for all things Salesforce Marketing Cloud (SFMC) across the grocery brands of Ahold Delhaize North America. In that role, we have been a constant source of reliable execution for these brands as they navigate constant changes in business and industry. We helped launch My Hannaford Rewards in 2018—the first 100% digital-only grocery loyalty program. Our team also migrated Ahold USA grocery stores into SFMC following their merger with Delhaize America and ensured both continuity and improvement of email communication efforts. As an extension of their digital team, we are the go-to partner for solving complex problems and ensuring seamless communication with grocery customers.
Adding New Channels To Drive Engagement of Inactive Customers
Customers in the My Hannaford Rewards loyalty program engaged less and less with email communications. The excitement of the program launch was over, and their interest in the emails was waning.
We hypothesized that these customers were not interested in email but would still engage if contacted in a channel they preferred. Therefore we began introducing new touchpoints within the customer journey that leaned on SMS and push, particularly to customers not opening or clicking the emails.
A 236% week-over-week increase in engagement activity following the introduction of a push notification into an existing campaign. For another campaign, we focused on SMS and immediately saw 74% more unengaged email subscribers who received a text message convert versus those who did not.
Associations / Construction
Growing With An Industry
For over 20 years we have been the digital marketing and CRM partner of the Metal Roofing Alliance (MRA). We launched and continue to lead a robust lead distribution system to contractors and consumer awareness through digital marketing. These efforts help the industry grow in market share against other materials like asphalt.
Improving Lead Conversion Rate Following The Launch of a New Website
While we hope a new website will bring with it improved statistics, that is not always the case. Following the launch of a fresh, new website, the conversion rate of homeowner leads began to drop. All the post-launch boxes were checked: SEO looked good, site speed was improved, and content was fresh and relevant. Still, the new lead conversion page was not converting.
We reviewed the changes made to the page and the form before launch, and while all the fields were the same, we felt the new interface may not be as user-friendly as we thought during design and development. We quickly mocked up a revised page and ran an A/B test against the page we had just launched.
An 85% improvement in conversions via the revised page with an adjusted form, video feature, and new copy, as compared to the page that had recently launched. From then on, we began to hypothesize and test minor changes for ongoing optimization regularly and continue to see conversion rates improve.
“The Response Labs team was instrumental in the launch of our industry-changing, digital-only My Hannaford Rewards Loyalty program. They consistently delivered exceptional work configuring and managing the flow of data and deployments in and out of Salesforce Marketing Cloud which in turn made integration with the other platforms of the program and CRM Customer Experience seamless.”
Don TaylorMarketing Campaign Manager, Loyalty, Hannaford Supermarkets
Hedy PayghambariHead of Digital Growth, Blaze Pizza
“Working with the team at Response Labs to unlock new customer segments in our data has informed personalized messaging in email. We’re driving significant lift within key sub-segments and uncovering new ways to build relationships with top customers.”
Kim MoralesDirector, Marketing Communications, Outback Steakhouse
“I consider Response Labs an integral part of the entire marketing team… I would get rid of tools before I’d get rid of RL.”
Stephanie SmithVice President of Marketing | Home Care Delivered
“From daily project management to digital strategic consultation, the team at Response Labs is a valuable partner for AISI and our members. They are instrumental in updating and maintaining our enterprise CMS systems, as well as managing the digital workflow across business units in multiple industry markets and locations. The leadership team at Response Labs has also led our Digital Summits whereby the Leadership from each of our divisions embarks on strategic planning sessions to make sure digital marketing best practices are executed across our association in line with organizational objectives.”
Lisa HarrisonSenior Vice President, Communications, American Iron and Steel Institute
“Thanks to Response Labs’ expertise, we were able to migrate a complex history of disparate data into Salesforce Marketing Cloud, allowing us to streamline, automate and optimize our CRM channel.”
Mike RyanDirector, Enterprise Campaign Management
““The expertise Response Labs has combining data, marketing and technology to impact the bottom line is why we chose to work with them.”
Danielle VonaChief Marketing Officer
“It’s important that your agency has deep seeded knowledge of your industry and stakeholders. Response Labs has that, and more, gained from working together for nearly 20 years. Together, we’ve grown market share from 2% to over 14% and have higher goals moving forward. These are the types of mutually beneficial partnerships we strive for.”
Renee RameyExecutive Director, Metal Roofing Alliance
“We brought Response Labs on to develop a tool that solved a specific need for our business. Not only did they listen and ask the right questions to fully understand our requirements, but their experience with existing technologies helped to develop and launch a system that was easier and more cost-effective than we originally anticipated.”