en

SUCCESS STORY

How to animate and requalify your customer base while enriching it with new contacts?

A major collection operation during a period of flagship sales promotions

The Challenge

For E.Leclerc, a retailer cooperative and the number one French retailer, accessibility is essential and an integral part of its DNA. This accessibility for the French is inseparable from the quality of the personalisation of the customer relationship, especially online. In line with the evolution of European legislation on the protection of personal data, the Customer Relations teams have decided to address their consumers and prospects with even greater relevance.

Thus, Numberly’s mission is to support the Customer Relationship teams in upgrading their old opt-in contacts and to enrich their base of new opt-in contacts in the context of updating consent.

 

The Solution

In order to base this dedicated online acquisition operation in the last quarter of 2019, Numberly has set up a two-step process. Each stage is based on a game mechanic divided into 4 distinct paths, each personalised for each user.

Game 1 (between October and November) offering a €5,000 trip as a prize and Game 2 (from November to December) an e-card gift equivalent to €500 at E. Leclerc, capitalize on the attractiveness of these prizes. The two games are available in an identical way via 4 different paths according to the profile of the user, that is to say according to their presence in the database and their consent.

The levers put in place for the distribution of this animation and collection system are as follows:

  • Self-promotion via acquisition and reminder emails on the Customer base of the banners on the L-Commerce, Portal, Drive and Mon E.Leclerc sites, and publications on the group’s Facebook pages.
  • Paid media thanks to display and Facebook Ads, a channel that allows you to focus on collecting new opt-ins.
  • Viral by a URL to copy, a viral email, a Facebook and Messenger share

The Results

The highlights of the operation were:

  • A personalised path, i.e. 4 different paths adapted to the user for a more relevant experience.
  • A reactive community and an efficient viral module. A large majority of the subscribers come from self-promotion. We observed opening rates above 16% and reactivity rates above 37% for the launch emails. The viral module is an efficient channel that allows you to recruit 3% and 11% of the subscribers each time.
  • A strong promise thanks to attractive endorsements that maximise subscriptions.

Key Figures

1,248,623

participants

45 %

transformation rate (subscribers/visitors)

11 %

viral subscribers

Effective support from Numberly and daily project management enabled us to make adjustments and achieve our customer qualification objectives. Numberly was able to understand our challenges related to RGPD and the personalisation of our relationship with our customers.

Caroline Dauviau-Pelard, Director Customer Relationship Management