Southern Co-op approached Edit to help them better understand their customer base, to embrace digital transformation and to enable them to become more customer centric. They embarked on a programme of investment; investing in marketing automation software, a CDP, and a CRM Manager and data analysis capability. Their existing marketing vehicle for non-members was a customer email programme called ‘All Yours,’ that Southern Co-op used to gather data about their customers to improve their proposition.
But they needed help to embed the technology within the organisation and ensure that All Yours generated maximum value for the business. All Yours started as a standalone programme, separate to their membership scheme, however Southern Co-op soon identified that to improve value to both members and the organisation, All Yours needed to be embedded as an integral part of their membership proposition. By baking the email marketing and special offers that All Yours provides to the Southern Co-op members into the membership scheme, shoppers were encouraged and incentivised to become a member which in turn supports the organisation in their ambition to become more customer centric.
Edit worked with Southern Co-op to help solidify their customer-first strategy, increase engagement and advocacy of members.
The challenge was for Edit to increase data capture, CRM conversion, member insight, loyalty, and advocacy and to deliver personalised experiences to members.