While the client maintained a large CRM database, they lacked the data required to target more precisely – namely, purchase behavior of their brand and the overall premium coffee category.
IRI conducted an in-depth analysis leveraging IRI ProScores, purchase propensity models that forecast 12-month spend across brands and categories for every household in the U.S.
These models build scores by UPC, brand, retailer and custom segmentations to determine each household’s predicted CPG spend. IRI ProScores includes highly dimensional demographics, with over 2,000+ variables per household, and thousands of categories and subcategories across multiple brands.
With this powerful tool, IRI identified not only which shoppers in the database were heavy and light buyers of the client’s brand, but also which shoppers were heavy and light buyers of the overall premium coffee category.
IRI helped the client design a multi-targeted email campaign, executed specifically against 2.1 million recipients designated as heavy premium coffee buyers (both heavy and light buyers of the client’s brand). The campaign included two offers: additional loyalty rewards and a $2 off coupon.
At the end of the campaign, IRI measured the overall impact and made the following recommendations for future campaigns:
Continue to leverage bonus loyalty rewards, given redemption is highest for both heavy and light spenders.
Only direct $2 coupon offers to light spenders of the brand, as these offers encourage further consumption.