J.J. Buckley Holiday Winback Campaign Wins Big

Challenges

J.J. Buckley wanted to take advantage of the holiday peak period to reach out to their dormant customer base and try to win them back with special incentive offers for holiday wine purchases.

Very short time to market. J.J. Buckley needed a quick and effective way to reach these inactive customers. The pieces were all in place – they had the products, the offers and customer profile history stored in their CRM database, but unfortunately it was already November and they did not have the time or resources to put all the pieces together and create a last-minute campaign.

The impact: lost revenues, lost customers, and the growing challenge of how to win them back the more time passed

Solution

Whatsnexx created and launched a simple yet sophisticated, segmented relationship marketing campaign in less than two weeks.

Using the Whatsnexx platform, J.J. Buckley was able to perfectly synchronize their communications with each individual customer by integrating customer information from Salesforce, targeted emails using Cake Mail, the website landing page presenting the offer, and sales representatives working on the phone.

Email response and corresponding purchase behavior was fed back and forth between systems through Whatsnexx at every step to ensure customer profiles were up to date. That ensured sales reps had complete information when responding to a customer call resulting in greater sales traction

Results

This simple campaign yielded a 629% ROI in just two weeks from customers who had not purchased in at least a year.

It also helped J.J. Buckley Fine Wines re-establish a relationship with these “lost” customers.

Next steps

With Whatsnexx, convert this Winback campaign into an ongoing Customer Lifecycle program to boost share of wallet and retention. It means that J.J. Buckley will be able to automatically reach out to customers at the optimal time when they change their purchase pattern (stop purchasing, lower purchasing frequency, etc).

Then, the next 3-week Agile Marketing iteration can begin.  It will focus on J.J. Buckley’s next priority, and continue to build on and expand their Customer Winback campaign into an optimized Retention program.

With Whatsnexx, each iteration gives the opportunity to integrate new apps, manage another element of the customer lifecycle or optimize an existing program for the ultimate one-to-one customer engagement.

About J.J. Buckley Fine Wines

Founded in 2005, J.J. Buckley Fine Wines is a leader in the online retail of icon, luxury and premium wines in the U.S. The company is dedicated to helping wine enthusiasts find the best wines at excellent prices while providing them with an outstanding shopping experience, through customized advice and services. J.J. Buckley is an affiliate company of TWIST, LP, an expert in the marketing and merchandizing of wine around the world. For more information, visit www.jjbuckley.com.