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May 1, 2006 - Progressive Grocer Articles (Excerpt)
By Jenny McTaggart |
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Marketing strategies are simultaneously becoming
more high-tech and customer-focused, which might
be the perfect formula to reach 21st century shopper |
At least one retailer is branching out with a medium that the grocery industry hasn’t been traditionally using. For the past three years supercenter chain Meijer has been working with Irvine, Calif.-based SmartReply to deliver voice messages about events such as its monthly one-day sale to its shoppers.
The messages typically feature a female voice identifying herself as an assistant store manager, and are meant to be friendly reminders from the consumer’s local store, explains Dan Jones, v.p. of grocery development at SmartReply. “We only call households that have an existing relationship with the retail client.” The voice messages are left on the customer’s answering machine or delivered in an amended version if a live voice answers.
Some retailers have been resistant to the idea of voice marketing, in light of the bad rap telemarketing has received, notes Jones. But, he maintains, “This isn’t telemarketing. Effective voice marketing is really different.”
SmartReply’s messages have increased retailers’ direct-mail response by 25 percent to 40 percent on average, according to Jones. “Calling in advance of direct mail is a big event. A lot of that can be manufacturer-sponsored, so you can drive people into the store at virtually no cost to the retailer.”
SmartReply typically charges about 10 cents per call, and most retailers quickly achieve a return on investment, says Jones. “The response rates have been equally effective as direct mail, but far more efficient.”
Clients can apply voice marketing in other, more personalized ways, adds Jones. “We can call a customer to remind them to get refills at the pharmacy—we’re completely HIPAA-compliant. We can call and wish a happy birthday to loyalty card members, when that information is available. We’ve also called to tell customers about local events such as flu shots, or even to alert them that there’s road construction around the store and that they’ll receive a discount in the store for going through the hassle to get there. Retailers can also use voice marketing to differentiate themselves from another retailer down the street. You can let them know, for example, that you have the best selection of organics in town.”
These are the service-oriented types of messages that are most likely to make an impression on consumers. You can bet it will beat the hundreds of hair replacement e-mails they receive every year.
For the complete article please click here.
Source:
Publication(s): Progressive Grocer|Food Service Director|ID|Restaurant Business|Supermarket Business |
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| “We target the
messages to fit the customer’s transaction
history. We’ve had tremendous success with
our calling campaigns.” |
— Dianne
Binford, SR.
Director of Consumer-based Marketing
at
Jones Apparel |
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