Whole Foods’ business is in decline, and they want to respond by offering more discounts and lower prices. A better idea is to focus on their best customers to find opportunities for profitable, sustainable growth.
On February 8th, Whole Foods reported its sixth consecutive quarter of falling same store sales. The company is closing nine stores according to the Washington Post, and is abandoning its plans to grow from 470 locations to more than 1200. Its stock has lost half of its value since it’s peak in early 2015. What is going on?
Since its launch, this fashion retailer* has embraced a data-driven mindset and advanced customer analytics as a key to impressive year-over-year growth. Because of the discovery-powered nature of the business, email has always been an essential marketing vehicle for reaching current and prospective customers with relevant sale events at the right time. Over the years, the company had evolved a strategy leveraging five distinct daily email versions to communicate with major customer segments (based on historical purchase behavior).
But over time the efficacy of the email channel began to show signs of fatigue and decline. How could the team reverse this trend and find new ways to connect with customers through email?
Every marketer has heard of segmentation. We all understand the importance of building personas and targeting our message. But very few are using segmentation to its full potential. In Star Wars, a Jedi master was someone who had the greatest mastery of the Force, someone who understood its power and could use it for good. At Custora, we work with many of the most successful and sophisticated B2C marketers in the industry. Many of these organizations have achieved Yoda-like mastery of segmentation and are seeing extraordinary performance gains across their acquisition, growth, and retention campaigns. And while each business is unique, they each share common traits.
We’ve distilled these common approaches down to the 7 secrets to segment like a Jedi master. Follow these steps and your organization can evolve past batch-and-blast to create a world where every communication and touchpoint is relevant and engaging for your customers.
The cycle of endless promotions. Margin compression. Disco(unt) fever. We all feel it.
Every year it gets harder for businesses to hit their comps without resorting to promotions. We’d call it a dog-eat-dog world, but all the dogs we know are actually pretty friendly.
In any case, it’s a crummy cycle—one that Custora’s been hard at work to break. We’re excited to roll out two new forms of segmentation that help retailers drive growth and maximize the value of customer relationships, all while stemming the discount tide.
Discount sensitivity segmentation separates customers based on how they respond to discounts. Discount seekers, discount opportunists, or full-price shoppers – now Custora provides visibility into each customer’s predicted promotional behavior. The result is a better customer experience with fewer promos.
Teleflora is a floral delivery company based in Los Angeles. They partner with over 13,000 florists throughout the United States and Canada and are the only company in the space that provides hand-delivered, hand-arranged, ready-to-display bouquets 100% of the time.
As a company in a commoditized industry, Teleflora is challenged with differentiating itself from other flower delivery services. Many customers do not even remember which flower company they bought from, since they are generally purchasing a gift for someone else, says Tommy Lamb, Teleflora’s Director of Loyalty & Retention. The team wanted to find a way to increase top-of-mindedness and repeat purchase rate and to stand out from Teleflora’s competitors.