Response Labs is the partner for developing a stronger relationship with your customers through CRM & loyalty marketing
Ensuring Reliable Communication During Times of Change
Response Labs is responsible for all-things Salesforce Marketing Cloud with all grocery brands in the Ahold Delhaize North America family. In that role we have been a constant source of reliable execution for the grocery brands as they navigated many changes in business and industry. We helped launch My Hannaford Rewards in 2018—the first 100% digital-only grocery loyalty program; we migrated Ahold USA grocery stores into SFMC following their merger with Delhaize America; and we ensured reliable continuity of email communication to customers for all brands during the COVID-19 pandemic—including both brick and mortar and ecommerce sales channels. As an extension of their digital team we are the go-to partner for solving complex problems and ensuring seamless communication to grocery customers.
Adding New Channels To Drive Engagement of Inactive Customers
Customers in the My Hannaford Rewards loyalty rewards program were engaging 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 were still customers that would engage if contacted in a channel they preferred. Therefore we began to introduce new touchpoints within the customer journey that leaned on SMS and push, in particular to customers not opening or clicking the emails.
For one campaign, we focused on SMS and immediately saw 74% more unengaged email subscribers that received a text message convert versus those that did not receive the message. Similarly, for another program where a push message was introduced, we had a week-over-week increase in engagement activity of 236%.
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, resulting in improvement in engagement and sales.
Converting Top Customers To Order Online During The COVID-19 Pandemic
Two months into the COVID-19 pandemic, the entire restaurant industry was turned upside down. A new emphasis, like never seen before, was put on online ordering for pick-up or delivery. Unfortunately, a segment of top customers for Outback had not ordered. We needed to come up with a way to convert them.
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 ecommerce.
Those that received the “Steps” message converted 66% more than the control and spent $10 more on average per 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.
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. These efforts have assisted the industry in growing 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, content was fresh and relevant. However, the new lead conversion page was not converting.
We reviewed the changes made to the page and the form prior to 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 made some adjustments, ran an A/B test against the control, and immediately got results.
The new page with the adjusted form, video feature, and new copy converted 85% better than the page that went live with the new website launch. From then on, we began to hypothesize and test minor changes for ongoing optimization on a regular basis 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
“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.”
Nader HawitSenior Director and General Manager, Leading Data Analytics Technology Company in Healthcare
“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
“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
“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
“Partnering with Response Labs for our internal and external web app development has given Flyers the ability to scale throughout the year as our needs change. Their attention to detail and understanding of our needs and environment removes the worry we have had with other vendors to get it done right the first time. Response Labs has become our go to partner when we need to scale our team in order to meet our goals.”