Using First-Party Data To Quickly Act & Optimize Their Omnichannel Marketing

Using Fresh Relevance, the versatile personalization and decision engine, The Independent Pharmacy recommends relevant advice and guidance to help with conditions across the customer journey, and engages its customers with targeted emails triggered by the customer’s actions and inactions. The comprehensive email program includes real-time cart, browse, and form-abandonment emails to bring shoppers back to the website, as well as back-in-stock notifications and replenishment emails to grow repeat business.

On the website and PPC (Pay Per Click) landing pages, The Independent Pharmacy uses targeted popovers based on the customer’s stage in the buying cycle to engage shoppers. New visitors are shown a newsletter popover to drive email list growth and visitor identification, while returning customers see a welcome back pop-up to guide them to their account. To speed up decision-making and increase cart value, shoppers on the cart and checkout pages are served a popover with dynamic delivery details. An exit intent popover is triggered for shoppers who are about to abandon the payment process in order to keep them onsite. By feeding the first-party customer data collected by Fresh Relevance into Mapp’s customer intelligence module, Mapp Intelligence, the online pharmacy is able to make accurate predictions of what their customers are going to do next and act on these insights in their omnichannel marketing.