Food retailer, Waitrose is launching an E-CRM Programme. This is the first, strategic E-CRM activity Waitrose has undertaken and follows their successful tactical email marketing in 2007. The E-CRM programme was created by integrated agency, Kitcatt Nohr Alexander Shaw, and monthly emails roll out from early February.
Kitcatt Nohr was tasked by Waitrose to create a customer communication programme to build closer relationships with its customers and maximise the potential of their database. The E-CRM programme aims to build awareness and generate customer interaction with the Waitrose brand both in-branch and on Waitrose.com.
The monthly email communications will provide a platform to keep Waitrose front of mind, whilst reminding customers of their full range of services. The functionality of the emails includes customer-tailored information on seasonal foods arriving in branch, targeted special offers, new recipes and information on food suppliers.
Waitrose.com has become recognised as one of the leading UK portals for food lovers, and the emails enable customers to click to the site to learn more about Waitrose food, offers or search for recipes and shopping lists. Visitors to the site can also find a selection of menu ideas and tips on preparing food, plus nutrition and wine experts can be emailed for individual advice.
The agency has created an innovative email template with dynamic content to offer Waitrose customer’s targeted communications each month. Each email will be specific to the individual customers shopping habits and interests, and will include a personal introduction from a Waitrose Partner. The emails will be refreshed each month to give customers new ideas from Waitrose by analysing shopping data.
Neil Stead, Marketing Manager, Direct Marketing at Waitrose speaking of the new programme said; “This programme gives our customers a monthly snapshot of the Waitrose brand, both online and in-branch. It invites customers to get more involved with Waitrose by visiting their local store or clicking through to the website. Once online, customers can interact with our online forums, find new recipes, take up offers or get one-to-one email advice from our experts.”
“We’re happy to be working on this exciting programme with Kitcatt Nohr and look forward to continually developing our customer communications.”
Marc Nohr, Managing Partner at Kitcatt Nohr commenting on the targeting behind the Waitrose E-CRM programme said; “This is the first time sophisticated segmentation and dynamic content has been harnessed to drive personalised customer communications for Waitrose. The potential for the E-CRM programme to build more personal and relevant relationships with customers is hugely significant and is strengthened by the ongoing collaboration across all JLP brands.”
Other agencies involved in this E-CRM activity include Underwired for production and Epsilon for email distribution.