Aubuchon Hardware builds cross-channel shopping with e-mail loyalty program
With an e-mail marketing program that sends offers to customers based on their multi-channel shopping behavior, Aubuchon Hardware is building its base of cross-channel shoppers, the retailer says.
The retailer, No. 373 in the Internet Retailer Top 500 Guide, is using an e-mail marketing and customer loyalty program from e-Dialog Inc. to trigger special pricing offers to shoppers based on how they shop in Aubuchon’s chain of more than 140 stores and its retail web site, HardwareStore.com.
“We are pleased with the first phase of the program which kicked off well,” says Will Aubuchon, online marketing director for Aubuchon Hardware.
The e-Dialog program covers loyalty devices that customers can attach to their key chains for recording in-store purchases as well as integrated web analytics for online transaction data. If a customer buys the first two parts of a Scotts 3-step lawn care product, the e-Dialog program can track those purchases even if they were transacted in two different channels and automatically send the customer an e-mail reminder about purchasing the third part, says Arthur Sweetser, chief marketing officer of e-Dialog.
The more shoppers use the marketing/loyalty program, the better the retailer learns how to improve it, Aubuchon says. “A lot of early adopters signed up and we identified some necessary resources for attracting more mainstream customers,” he says. “We’ll be training our sales associates to better collect e-mail addresses from offline customers and adding dynamic printing capabilities so we can communicate with our customers in their medium of choice.” The printing capability allows for shoppers to print out coupon offers and other promotional and educational material from the web as well as in stores.
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