Were you aware that odicci’s platform allowed Ryman to have their revenue doubled through engaging communications? The user-friendly platform enabled the brand to benefit improved and insightful information from its customers.
Ryman, Odicci, Ometria and Astound Commerce recently got together for a virtual fireside discussion. We discovered how Ryman is currently weathering the storm by focusing on creating great customer experiences with the support of their current agency and technology partners.
Webinar link: https://pages.ometria.com/webinar/ometria-odicci-ryman/
Ryman’s approach to customer marketing before Covid-19
Phil Turner – Naylor, Head of Marketing at Ryman, told us about their robust email marketing programme focused on product and price, this was the main customer marketing strategy alongside acquisition campaigns to grow the customer database.
The ‘Everyone’s a Winner’ acquisition campaign hosted by odicci is an interactive and reward based experience that will typically see a higher opt-in rate when compared to traditional signup boxes. Furthermore, 80% participation rate was driven from offline sources.
Luam Mesfun, Customer Success Manager from Ometria explained that segmenting newly acquired customer data via the source of sign up, they were able to deliver truly personalised messaging which has seen a positive response.
How the Covid-19 has impacted the brand’s marketing strategy
With all physical stores having to close, Phil explained that Ryman has had to adapt to a website only business, it was therefore important to ensure the primary objective was to be useful and helpful to their customers.
This was achieved by delivering, timely, relevant and inspired customer communications which provided added value and at times emotionally led content to provide assistance to their customers with setting up their home office, or ideas to help entertain the children with activities This change of approach has seen revenue attributed to email communications double and interestingly with no incentives provided.
Victoria Manning, Head of Customer Success at Odicci, shared the results from the Personality Profiler, an interactive experience to encourage customer engagement, at the same time collecting valuable zero party data that is now used in the customer welcome programmes that are delivered by Ometria.
Ryman’s future plans for customer engagement
So what next for Ryman and what positives can be taken from this time?
Phil commented that “Customer shopping habits will have changed, probably forever and will need to be nurtured, the brand strategy will be to continue keeping the Customer at the heart of everything we do and thus delivering helpful, inspired personalised comms to drive customers back to Ryman and be their destination of choice’’.
Victoria outlined plans to drive more ‘always on’ experiences to further drive customer retention and the collection of rich customer data that will continue to drive personalised and relevant communications to the Ryman customer database. Luam shared the post-purchase campaign that is soon to be implemented that will be heavily segmented based upon purchase category with the focus to drive repeat purchase.
An interesting and topical discussion from Ryman, a leading UK retailer which has recognised the need to adapt in these fast moving times, to become more resourceful and agile at the same time to ensure a seamless customer experience with consistent brand messaging across all channels. Our thanks to Phil, Luam and Roxanne for taking part in this webinar.
Want to know more about odicci and how we can support your customer marketing strategies, get in touch at [email protected]