Execution Case Studies
Client Profile: Large grocery store chain
Marketing Gap: Marketing messages were undifferentiated.
Our Insight: Creating distinct customer segments would enable the
client to differentiate messages and improve results.
Our Solution: Highly personalized and relevant
communications based
on segmentation should be communicated to the customer in a personalized and
relevant way. This data-mining initiative enabled Mercury to craft 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 Profile: National pharmacy retailer
Marketing Gap: Marketing messages did not leverage “convenience” advantage
versus “big box”
retailers.
Our Insight: “Convenience” was even more important with high gas prices.
Our Solution: A perfect blend of strategy and execution across
Direct Mail and email, our
recommendation radius mapped individual consumer residence to closest retail
location, as compared to that of the nearest competitor, in order to calculate
and convey personalized gas savings attributed to shopping locally with our client.
Client Benefit: As one of the client’s most successful marketing
programs to date, this program has become an annual campaign.
Client Profile: National pharmacy retailer
Marketing Gap: Declining reach of newspaper circulars demanded a
new approach.
Our Insight: Mercury saw the opportunity to leverage customer data
(profile/behavior) to create a compelling circular message at a fraction of the cost.
Our Solution: 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.
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