We’re riding an incredible wave of success with our events, and it’s only getting better! Our London office hosted our third Insight-Led Marketing Stories Event, sponsored by our valued partner Fresh Relevance.
Our customers PizzaExpress and Riverford shared their insight-led marketing stories with an enthusiastic audience of brands, clients, and partners. Here’s a recap of all the talks, along with links to the presentations. (👋 Sign up here to catch our next Insight-led Marketing Stories event!)
Kicking off the event was Ricardas Montvila, Vice President of Global Strategy at Mapp, who discussed the pressing challenge of low consumer confidence amidst the cost-of-living crisis. Ricardas highlighted the importance for brands to move beyond gut-feel marketing and embrace the transformative potential of customer data and insights.
Next to share his story was Matt Broom, Director of Customer Technology at PizzaExpress who shared how the brand has been on a transformative journey with Mapp that has spanned over seven years. He began with how PizzaExpress had previously relied on extensive discounting pre-pandemic. But during this challenging time, they felt the need to shift their focus and prioritize two objectives: moving away from widespread discounting and focusing on delivery and collection services to drive customer loyalty through delivering highly personalized customer experiences.
Matt highlighted PizzaExpress’ loyalty mobile app, which revolutionized the omnichannel experience for customers. The loyalty program featured three tiers (bronze, gold, and silver) and encompassed three main channels: pizzerias, delivery and collection, and supermarkets.
With data playing an important role in helping to grow customer loyalty, PizzaExpress captured data from these channels. By integrating this valuable data into Mapp Cloud, they could gain actionable insights to deliver personalized communications to encourage action, e.g. “You’re only one pizza away from going gold!”
As they looked to further enhance customer experiences, Matt explained how Fresh Relevance helped them to explore upselling opportunities based on AI-driven product recommendations. PizzaExpress also leveraged a delivery platform which was essential for a seamless and convenient service. By integrating Mapp Cloud, Fresh Relevance, and the delivery platform into their loyalty scheme, PizzaExpress can provide customer-centric experiences that surpass traditional mass discounting and drive customer loyalty.
Nick Glover, CRM Lead at Riverford, took the stage to share how the brand took a data-driven approach to improve its customer experience. He started his story by looking back to the turbulent times of lockdowns and the pressure of having to react quickly during an unpredictable time. But Riverford had a plan: to be fighting fit by 2028 by providing outstanding customer experiences and achieving high levels of customer advocacy.
Nick went on to share how Riverford took a strategic shift in delivering to a larger customer base through a limited range. Yet, the business recognized the need to assess the sustainability of this approach due to factors such as the cost of living, inflation, and the energy crisis.
Riverford implemented the Net Promoter Score (NPS) as a core KPI to measure customer advocacy. Nick detailed that they decided to target a representative sample of customers in a selected number of days after receiving their delivery. Based on their recent experiences, customers would then rate their likelihood to recommend Riverford to friends and family. By using Mapp Cloud, each click on the email link would update the NPS customer attribute with the respective score to give a real-time overview.
Nick further explained how Riverford wanted to use its data to become more customer-centric. To get a deeper understanding, the team would look to get additional feedback from respondents to gather more accurate and relevant data, focusing on six key areas of customer experience. They could then visualize this customer data and share actionable insights with key internal stakeholders to help the business make data-driven decisions.
To close his story, Nick summarized that Mapp’s solution empowered Riverford with a consistent and automated flow of customer insights. This enabled them to drive meaningful change within their customer experiences and business.
Our final speaker, Gaby Orlich, Business Development Manager at Fresh Relevance, came and shed light on the significance of understanding customers to deliver the right message at the right time.
With the customer journey becoming increasingly complex and non-linear due to rising acquisition costs and other challenges, Gaby revealed that 62% of consumers interact with multiple channels before making a purchase. She explained how this posed a challenge in understanding the customer’s exact needs and identifying what content or message best resonates with them during crucial moments of their journey.
Gaby also emphasized the importance of learning customers’ purchasing motivations and leveraging data, such as clicks and past purchases, to gain valuable insights.
When asked by the audience about how Fresh Relevance integrates with Mapp. Josh Beale, our Principal Director at Mapp, explained that their real-time API connects both platforms. When a website event like cart abandonment happens, data is pulled into Mapp Cloud, and content blocks from Fresh Relevance are merged to send personalized communications through email or other channels. This integration ensures consistent and trackable customer experiences. For more information on our integration, feel free to reach out to one of our experts.
And that concludes our amazing event! Thanks to all for attending and we look forward to having you join us for our upcoming events.
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