Execution Case Studies

Client: Large grocery store chain

Problem Area: Customer engagement was declining.

Underlying Causes: Marketing messages were undifferentiated.

Our Solution: Mercury determined that creating distinct customer segments would enable the client to differentiate messages and improve results. Leveraging our TrueAim methodology, we developed several lifestyle and product affinity sub-brands that engaged the client’s top customers with targeted messages relevant to their buying patterns and preferences.

Client Benefit: Customer programs, coupled with other Mercury initiatives, continue to strengthen the bond with key customer segments through relevant offers and information—driving incremental sales and significant ROI.

Client: National pharmacy retailer

Problem Area: Customer engagement was declining due to competitive pressure.

Underlying Causes: Marketing messages were undifferentiated because customer data was not set up to facilitate personalized communications.

Our Solution: Leveraging our Customer Insight platform, we were able to create a perfect blend of strategy and execution across Direct Mail and email. First, we radius-mapped individual consumer residence to the closest client and competitor retail locations and then calculated the net distance difference. Next, we calculated the estimated gas savings each customer would realize by shopping with our client instead of the competition. This information was then conveyed in personalized emails and Direct Mail packages.

Client Benefit: As one of the client’s most successful marketing programs to date, this program has become an annual campaign.

Client: National pharmacy retailer

Problem Area: Customer engagement was declining, and customer acquisition costs were rising.

Underlying Causes: Newspaper circulars were showing reduced effectiveness.

Our Solution: Using our Customer Insight platform, we were able to leverage customer data (profile/behavior) to create a more compelling circular-type message at a fraction of the cost. Mercury developed a personalized circular—a variable-content email—that delivers the most relevant on-sale items to each individual on a weekly basis.

Client Benefit: This solution drove a new level of customer engagement that demonstrated both marketing savings and significant incremental sales in rollout scenarios.