Nourishing CPG loyalty with lifecycle communications

Situation

A leading CPG brand nurtures customer loyalty and acquisition by connecting with parents throughout their exciting new journey of parenthood; however, the brand was seeing a market share decline and needed to realign that top-of-mind status for time-starved parents. 

Approach

From strategy, creation, and implementation, we developed a full CRM solution leveraging Salesforce Marketing Cloud. The program delivers over 200 unique lifecycle communications, designed to connect with parents no matter where they are in their exciting new journey. Personalized direct mail packages and emails provide helpful advice, a shoulder to lean on, coupons, and contests to drive engagement and increase loyalty. 

Results

With this personalized touch, the program has increased engagement scores and has seen a significant drop in disengaged members. Not only are sales up, but this leading CPG brand has also seen an increase in their NPS score.