141% Sales Growth: A Coffee Brand's Data-Driven Success Story

Introduction

The modern business environment is facing unprecedented levels of competition. As customer choices diversify, companies must not only provide products and services but also build optimized engagement tailored to each individual customer to achieve sustainable growth. However, many companies struggle to achieve this due to siloed customer data and uniform marketing initiatives.

This document provides a detailed analysis of how a leading coffee chain in the ASEAN region leveraged Antsomi's customer data platform (CDP), "Antsomi CDP 365," to dramatically enhance customer engagement and achieve remarkable results. This case study offers valuable insights into the importance of data-driven customer strategies and practical methods for implementation, not only for B2C coffee chains but for businesses across industries.

Chapter 1: Challenges Faced by the Client

The client has established a solid presence in the ASEAN region. However, behind this growth, the company faced several challenges related to its uniform communication approach.

1. Inefficiency of Standardized Communication: Traditional marketing initiatives sent uniform messages to all customers without considering individual preferences or purchase histories. For example, sending coffee coupons to customers who prefer frozen drinks resulted in irrelevant information being delivered, limiting the effectiveness of the messages.

2. Need for Frequent Communication Amid Intensifying Competition: As competitors launched various campaigns, maintaining customer interest required timely and appropriately frequent communication. However, without fully utilizing customer data, delivering messages at the right time was challenging.

3. Limitations of Uniform Campaigns: While limited-time discount campaigns are crucial, campaigns conducted without targeted segmentation resonated with only a portion of customers, leading to low cost-effectiveness. These challenges highlighted an urgent need to integrate customer data and achieve personalized communication.

Chapter 2: Solutions Through Antsomi CDP 365

To overcome these challenges, the brand implemented the customer data platform "Antsomi CDP 365." This platform integrates online and offline customer data to build a 360-degree customer view, enabling a deep understanding of individual customer behaviors and preferences. It also provides marketing automation features to deliver personalized messages at the optimal timing.

Key changes included:

• Realization of Personalized Messaging: The brand could send tailored messages based on customer data. For loyal customers, this meant exclusive information and VIP event invitations. For others, it meant preference-based proposals, like coupons for their favorite drink types, or time-based information delivery, such as breakfast discounts for morning visitors.

• Real-Time Communication: Antsomi CDP 365 enabled real-time data analysis. For instance, using store Wi-Fi access as a trigger, they could send exclusive coupons to customers while they were in the store, enhancing immediate engagement.

• Gamification for Enhanced Engagement: A point collection system within the app, automated by the CDP, offered rewards based on accumulated points. This gamified approach increased customer engagement, leading to higher visit frequency and purchase amounts.

• Attractive Campaigns: The brand collaborated with a luxury brand for a joint campaign. Antsomi CDP 365's detailed customer data analysis helped identify target customers and maximize campaign effectiveness.

Chapter 3: Success of the Campaign

A campaign emphasizing connections with local communities stands out as a successful example of personalization enabled by Antsomi CDP 365.

• Regional Language-Based Advertising Campaigns: Using customer location and Wi-Fi data, the brand launched campaigns with messages and creatives reflecting local dialects and cultures. This fostered familiarity and improved ad response rates.

• Generation of Diverse Advertising Creatives: Hundreds of creative variations were required. Insights from the CDP's data analysis helped identify which creatives resonated with specific regions, optimizing the messaging strategy.

• Targeting Returning Customers: The brand identified users returning to their hometowns for the holidays and sent personalized messages encouraging visits to nearby stores, including discounts on region-specific menus.

As a result, sales during the campaign period achieved 141% of the original target, with over a million vouchers delivered. This success demonstrated the CDP's ability to enable deep personalization based on regional characteristics.

Chapter 4: Data Collection and Utilization

The brand deepened its customer understanding by leveraging Antsomi CDP 365 for advanced data collection and utilization.

• Utilization of Wi-Fi Access Data: Store Wi-Fi access data was used as a key data point to understand customer behavior, including visit frequency and duration, enabling more precise personalization.

• Use of Store-Specific QR Codes: Unique QR codes placed in each store helped track customer behavior at the individual store level. This allowed the brand to tailor marketing strategies to the characteristics of each region.

These efforts were efficiently supported by Antsomi CDP 365's data integration and analysis capabilities, driving the brand's data-driven marketing strategies forward.

Conclusion

This case study clearly demonstrates that leveraging a CDP like Antsomi CDP 365 enables businesses to move beyond uniform marketing and build optimized engagement for each customer. This leads to increased sales and strengthened customer loyalty.

The success of this coffee chain serves as a compelling example for businesses across all industries facing challenges with siloed data and the need for personalized communication. For advertising agencies, proposing data-driven marketing solutions like Antsomi CDP 365 can address client challenges, deliver tangible results, and foster long-term partnerships. This case study expands the possibilities of data-driven marketing and ushers in a new era of customer engagement.