A sports equipment company with a large number of stores in different cities and an Internet site had difficulties in forming a portrait of the target audience. The problem was comparing data of buyers in regular stores and users registered on the site.
After the implementation of CDP in business processes, matching became possible. This is about the automatic comparison of data of an unknown user with a registered one according to various parameters. This makes it possible to identify a person and keep a history of his purchases.
marketers made a selection based on criteria. For example, men aged 20 to 30 living in Krasnodar who had looked at ski equipment on the site over the past month. Then, an offer to buy skis, helmets, and masks uruguay consumer email list at a discount was sent to the formed database of phone numbers. This approach shows a conversion rate 50% higher than the standard one.
Example 2
A fishing equipment company launches mailings when new models of reels, rods and other accessories appear in the store. But mass mailings to all registered customers require high costs and provide minimal conversion.
Using CDP allowed us to collect data on the product categories that buyers are interested in on the site, as well as on the average purchase check and other parameters. Now, after the appearance of new products, the mailing is segmented depending on several criteria:
product categories that the buyer viewed on the site during the month;
number of purchases and average bill;
Preferred brands of fishing equipment.
Mailing costs decreased, conversion increased. Implementation of CDP allowed to increase profitability without investments in advertising, marketing campaigns.
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