Specialized store for household goods, which offers a wide range of thoughtful products to create home comfort and style, furnishing the interior, new items and trends, the opportunity to get competent advice.
Over the years, we continue to actively use and develop the SMS-informing channel as one of the main ways of communicating with regular customers and club card holders as part of the “Yuterra Club” loyalty program.
This year we decided to increase the budget for SMS communications three times. Thus, the share of the cost of SMS-notification has grown from 10 percent of the marketing budget to almost 40%.
“When forming the anti-crisis strategy, we decided to rely on the maintenance and development of the already formed client base. By the number of loyalty cards issued, on the scale of the whole of Russia, I think that we are among the top ten leaders in terms of the client base in retail. Therefore, we made a decision to use SMS communications, and not mass advertising,” says Vera Genova, Deputy Director for Marketing of the Yuterra chain of stores.
Basically, we use SMS for informational purposes: we inform owners of discount cards about promotions, discounts, new goods, and also arrange special events. Congratulations on holidays as an information guide, nice gifts and personalized offers - undoubtedly, contribute to the growth of loyalty and find a high response.
We have about 40 criteria for segmentation. The most common is the classic RFM, that is, the average purchase check, the frequency and prescription of shopping, and also the age of participation in our loyalty program. With a deeper consideration, we take into account the structure of the check, the share of product groups, etc. When planning an activity, we take into account all these parameters.
Even if we are talking about large-scale actions of the federal scale - it is always necessary to pay close attention to the texts of communications, the elaboration of the mechanic of an advertising campaign. Conduct preliminary testing on control groups, measure and track results. Draw conclusions.
To assess the effectiveness of SMS marketing, we use customer identification data provided when filling out the questionnaire in our store. After the end of the advertising campaign, we can analyze the statistics of requests and purchases, having received accurate data at the output.
Our advice to those who are still in search of "universal, working solutions for business":
SMS delivery technology provides a unique opportunity to contact the client directly. Try to use this opportunity as efficiently as possible, offering really useful goods or services in which the consumer is interested.
Vera Genova, Deputy Director of Marketing, Yuterra