Challenge
Mester Grønn is Norway’s leading florist operating more than 140 stores across the country. Goals of growth and increased loyalty are steep, but so is the competition from supermarkets, kiosks, gas stations and other florists.
Mester Grønn’s customer club plays a key role in building long-term customer relationships, but the traditional approach of sending out generic mass emails proved to be increasingly inefficient. Mester Grønn struggled to engage existing members and attract new ones. It was time to do things differently.
Services
Full Funnel Media& Ativation
Industry
Retail & Consumer goods
Partner
Salesforce
Market
Norway
-
65.2%
reduction in membership churn -
7.8%
increase in new members YOY -
up to 303%
increase in open and click-through rates across automated email flows
Approach
Mester Grønn pivoted towards more compelling communication to members of the customer club, and this new approach rests on three strategic pillars:
- Content adapted to target groups
- Segmentation
- Timing and frequency of communication
An important aspect of building loyalty is to give customers a sense of joy at home, provide relevant tips and inspiration based on purchase history. This helps create a sense of belonging every time you visit Mester Grønn in store, online or receive communication by email. Grooming tips are also presented on Mester Grønn's own website and in social media such as TikTok and Instagram. A TikTok video with an ASMR (Autonomous Sensory Meridian Response) effect showing how to care for tulips resulted in 1.6 million views helping boost this topic and the Mester Grønn customer club.
A view under the hood reveals that Mester Grønn’s new approach is built on Salesforce as the technological platform. Service Cloud, Marketing Cloud and Commerce Cloud allow a "single customer view", where data flows seamlessly between platforms. Customers have the same identifier in all systems, simplifying identification and enhancing the segmentation and the design of automated, personalized and relevant email flows meeting customers in the customer journey.
Results
From the end of April 2023 to October 2023, the Mester Grønn customer club has managed to reduce membership churn by 65.2 %, compared to the previous year. When members remain in the customer club, it indicates a sustained interest and loyalty to the Mester Grønn brand, the products and the communication they experience.
Equally important, Mester Grønn has managed to increase the number of new members between the end of April 2023 and October 2023 with around 7.8 %.
The new, targeted and automated email flows from Mester Grønn show remarkable results:
Orchid care tips email flow:
- 23.4 % increase in open rate resulting in an open rate of 58.4 %
- 303 % increase in click-through rate resulting in a click-through rate of 19.7 %
Pink ribbon (Rosa Sløyfe) email flow:
- 25.7 % increase in open rate resulting in an open rate of 60.2 %
- 8 % increase in click-through rate of 8% resulting in a click-through rate of 5.27 %
Green plants email flow
- 12.7 % increase in open rate of 12.7 % resulting in an open rate of 54 %
- 149 % increase in click-through rate of 149 % resulting in a click-through rate of 12.2 %
