Launching Loyalty & building an international CRM Strategy.
Campaign optimisation
Loyalty Programme
Customer Journey
On-site conversion
Email & SMS
TLDR;
In the past five months, we helped the Adanola CRM team launch their Loyalty program, enhancing reach and conversion through on-site targeting and a 12-month CRM strategy for the US market. Since its October 2024 launch, the program accounts for 5.3% of turnover, with members twice as likely to purchase. Our data capture optimizations generated an additional £65,000 in 30 days (10.4% submission rate), while platform improvements boosted deliverability by 21.7%. Adanola is now well-equipped to expand in the US market and grow its customer database.
Key objectives
Launch and Optimise the Loyalty Programme:
Create a structured loyalty initiative that drives repeat purchases and customer retention.
Ensure the programme’s seamless integration into Adanola’s existing CRM infrastructure.
Develop a US-Centric CRM Strategy:
Build a strategy tailored to the US audience’s preferences and shopping habits.
Align the CRM programme with long-term brand growth in this key international market.
Improve CRM Deliverability and Engagement:
Increase email and SMS deliverability rates to ensure impactful communication.
Focus on optimised data capture and targeted messaging to enhance customer conversions.
The approach
. Loyalty Programme Implementation and Optimisation
Seamless onboarding ensuring technical integration with the brand’s CRM systems and smooth customer adoption.
Providing dedicated account and technical support between the provider and Adanola to manage risks effectively.
Personalised loyalty automation and dynamic points banners for campaigns to encourage Conversion and AOV
Optimised segmentation for key launches and early access.
Optimised Data Capture for Incremental Revenue
Targeting high-intent users with loyalty reminders and points value to encourage purchase (15.6% submission rate)
Personalised welcome reminders are provided when users show intent to purchase. (5.3% submission rate)
Loyalty targeting Free-Shipping reminders when fitting in the correct parameters (9.7% submission rate)
Christmas gifting opportunities
US-Centric CRM Strategy
Localised messaging to align with cultural nuances and shopping behaviours.
Strategic channel prioritisation to maximise engagement.
Seasonal campaigns designed to drive significant spikes in customer activity.
Channel preference and audience opportunity size.
Deliverability optimisation
Optimised content from image-only content to a mix of text, CTAs and images
Removed spam triggers and provided comprehensive spam reports.
Reconfigured segmentation to remove dead-weight and risky audience groups.
Reduced Spam and Bounce rates
The Results
Revenue Growth: The loyalty programme and CRM initiatives drove measurable revenue contributions, with loyalty alone delivering 5.3% of turnover and an incremental £65k through the pop up data capture strategy in 30 days.
Enhanced Retention: Loyalty members demonstrated over twice the likelihood of purchasing compared to non-members, fostering stronger customer relationships.
Improved Engagement: The data capture efforts achieved on average a 10.4% submission rate, and the US-focused CRM strategy provided a clear pathway for sustained growth in a key market.
Stronger Deliverability: A 21.7% increase in CRM deliverability ensured effective customer communication and engagement.
Incremental Loyalty revenue
5.3%
Increased purchase rate
x2
Increased data capture submission rate
10.4%
Increased deliverability score
21.7%
Conclusion
The strategic implementation of Adanola’s loyalty programme and the development of a US-centric CRM strategy has positioned the brand for sustained growth. By aligning loyalty initiatives with targeted data capture and optimised communication, Adanola successfully enhanced customer retention, revenue, and are ready to increase their brand presence in the US market.
“
Sarah has been incredible to work with, she hit the ground running and supported us exactly where needed. From an initial account audit to a loyalty migration and BAU support over peak - we have loved working with Sarah over the past 6 months, we would have been absolutely lost without her.