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Trony
Client
DPS Group distributes and sells electrical appliances and consumer electronics both wholesale (to wholesalers and affiliates of the SINERGY brand) and retail, with 34 shops (32 in Italy and 2 in Albania) belonging to the TRONY brand. Both customers and manufacturers alike consider it one of the leading chain stores in the electrical appliance and consumer electronics sector in Italy since 2002.
Aims
To develop customer retention activities aimed at luring customers into
the shops throughout Italy.
Loyalty
Db management
Solutions
DPS Group commissioned Diennea and MagNews to come up with a wide-reaching and complete loyalty campaign using SMS and newsletters. The first phase of the project involved standardising subscriber details in all the databases. Then MagNews developed an ad hoc communication for all Trony Green Card holders (loyalty card), giving them special offers and discounts, and also created all the graphics. The campaigns evolved and were narrowed down according to the database profiling: for example, all cardholders received money-off vouchers when it was their birthday. This venture was a great success.
Results
High number of opens and responses to the call to action. The subscribers visited the shops to purchase the products promoted in the e-mail. The figures confirmed the excellent return on the investment as far as the e-mail was concerned: thanks to the possibility of getting more details and viewing the products, the conversion on click rate was very high, almost nine times that of the SMS (see graph).
Numbers
In alcune campagne, DPS ha incassato fino a 43 euro per ogni euro speso in e-mail marketing.
