practicology conference - hobbycraft customer development director katherine paterson presentation
TRANSCRIPT
HOBBYCRAFT
Strong Customer Engagement
• NPS 85%
• Community groups in our stores every week
• Vibrant social media community sharing makes & ideas
• BUT
• We can do much more to drive further engagement & sales
• We need to be more personalised and relevant
Hobbycraft Club: Customer engagement
To build a community of highly engaged and loyal Club members, who feel valued and rewarded for their
continued loyalty
Exclusive ValueNews FirstVIP EveningsInput into RangeFree ProductsCompetitions
What customers are interested inWhat customers are buyingDirect FeedbackWho our best customers are
OffersInspirationNews
We Offer Benefits
We Get Data We Personalise We Drive Sales
Store and on-line trafficIncreased conversionIncreased spend
Hobbycraft Club: A Strategic Asset
o Recruitment
o Engagement
o Focus on Best Customers
Hobbycraft Club: Priorities
2 Million club members in 2 years
Recruitment instore & online
Recruitment in-store
Engagement: Swiping their card is key
Engagement : Linked transactions
43% of transactions linked – 57% still to go!
Targeted, relevant email communications
EVERYONE Seasonal updates, news, latest inspiration
PERSONALISED Trigger on lifecycle – Welcome / Lapsed
PERSONALISED Trigger on purchase of key products
PERSONALISED Category news, offers & inspiration
THANK YOU Rewarding our best customers to ensure
they stay ‘Best’
Email segmented by craft type
o Above industry benchmark O/R and CTR o Stores:
o Drives 3% of weekly transactions o Drives 4% of sales per week
o Online:o Drives 9% of traffic o Drives 11% of sales per week
o Stores with the biggest clubs and highest swipe rate achieve up to 5% better LFL sales.
Club Communications Results
Focusing on our Best customers
o Getting to know them bettero Accompanied shopso VIP evenings at local store
o Involve them in shaping “Their Hobbycraft”o Ranging and buying decisionso VIP eveningso Sharing their “makes”o Feedback panels
o Use purchase behaviour to target more Best Customers
VIP evening
Club member demonstrations
Join up!!