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Bass Pro Shops Case Study
 

Bass Pro Shops Case Study

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Marketing Forward is using customer preferences to drive targeted marketing ...

Marketing Forward is using customer preferences to drive targeted marketing

Experian Marketing Services and Bass Pro Shops increase customer response through data-driven marketing
Overview

Bass Pro Shops is a leading multichannel retailer of outdoor recreation goods and hunting and fishing equipment. They wanted to increase email open rates, ROI and transaction rates, as well as gain a better understanding of the online competitive landscape.

Bass Pro Shops was able to meet its goals by utilizing Cheetahmail, QAS and Hitwise to gain the insight they needed to drive targeted marketing campaigns.

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    Bass Pro Shops Case Study Bass Pro Shops Case Study Document Transcript

    • MArkEtIng FOrWArd is using customer preferences to drive targeted marketing Experian Marketing Services and Bass Pro Shops increase customer response through data-driven marketing
    • Introduction Bass Pro Shops is a leading multichannel retailer of outdoor recreation goods and hunting and fishing equipment. to build targeted marketing programs across its online and brick-and-mortar customer touch-points, Bass Pro taps into Experian Marketing Services’ CheetahMail email marketing, QAS address verification and Hitwise competitive intelligence capabilities. CheetahMail provides strategic guidance throughout all stages of Bass Pro’s robust email program, which includes sending highly individualized and relevant messaging. through CheetahMail’s preference center functionality, Bass Pro gives consumers the option to tell them what information they are most interested in receiving. given that 75 percent of new subscribers use the preference form to select from interests such as hunting, archery, clothing and electronics, Bass Pro is able to deliver highly targeted and response-driven emails from the start. All while QAS verifies the entries and automatically fills in missing address fields, a tactic that can save up to 75 percent of the time needed to enter a full, valid address. In addition to utilizing CheetahMail’s rich reporting tools to track campaign performance and response, Bass Pro also has the ability to compare these results against key competitors through Hitwise reports, a tool that provides insight on how 10 million U.S. Internet users interact with over 1 million Websites.Bass Pro Shops’ goals • Increase email open rates, return on investment (rOI) and transaction rates • Verify customer information at the point of entry • gain a better understanding of the online competitive landscape
    • Moving marketing forwardExperian® CheetahMail® email the preference center also is cross Experian® QAS® addressmarketing: targeted messaging media focused, and subscribers have verification: data hygiene forbased on consumer preference the option of selecting their preferred precise customer contactto increase email open rates, return on channel and store location. Bass Pro utilizes QAS Pro Web toinvestment (rOI) and transaction rates, verify customers’ addresses entered onBass Pro leverages Experian Marketing In addition to building Bass Pro’s its ecommerce Website.Services’ CheetahMail email marketing. robust preference center, the CheetahMail account team also In real time, QAS Pro WebCustomers are more willing to interact provides detailed analysis on reporting validates and standardizes thewith and respond to companies that data, allowing Bass Pro to determine addresses against official postalcontact them the way they want to be what campaigns are performing best as authority records.contacted, with information that caters well as specific elements thatto their individual needs and interests. contribute to conversion and Customers enter an address usingto capture customers’ interests for transactions. Leveraging this type of the software, which then quicklyincreased relevancy and engagement, data and working closely with their supplies the deliverable, complete andBass Pro’s CheetahMail account team account team, Bass Pro developed and standardized address into Bass Pro’screated an online preference center implemented a welcome series email existing database application.form for Bass Pro’s Website, campaign that rendered impressivewww.basspro.com. results and stronger rOI.When signing up for Bass Pro’s email Based on testing, Bass proprogram, on average, 75 percent of new By automatically filling in address determined that the optimal offer forsubscribers use the form to select from fields, QAS Pro can save up to 75 inclusion in the welcome series wasinterests such as archery, fishing and percent of the time needed to enter $10, garnering a 37 percent openhunting so later they can receive emails a full, valid address. rate and a 6 percent transaction rate.targeted to these areas.“Having accurate contact information is important to the efficiency of our business. By leveragingExperian Marketing Services’ QAS address verification, we have direct access to comprehensive addressverification and data quality software and services to make sure we can engage our customers reliably, formaximum impact and increased ROI.” – Todd Jones, Manager of eCommerce Marketing, Bass Pro Shops
    • Experian® Hitwise® competitive the tools also provide Bass Pro withintelligence: Industry insight for an understanding of the differences “Utilizing Hitwise competitivecompetitive advantage between the customers who maketo gain a deep understanding of the purchases on the site and those who intelligence from Experiancompetitive landscape for improved visit without converting to identify Marketing Services, we are ablemarketing strategy, Bass Pro leverages additional market segments based on to gain an insightful analysisExperian Marketing Services’ Hitwise competitive analysis. of the online landscape andcompetitive intelligence. Bass Pro receives a monthly custom understand what’s happening inUsing My Hitwise, an intuitive tool report from Hitwise that delivers our industry on a daily basis. Wefor creating custom categories and the metrics that are most critical toaggregations for competitive analysis, its business. the reports provide a see trends developing amongBass Pro can identify Websites they gateway to determining company our competitors and gain ahave designated as online competition. focus on and strategy from a holistic view of our competitiveBass Pro also leverages Hitwise competitive and industry widerankings, Charting, demographics perspective. In relation to its work landscape in a way that keepsand Clickstream tools to run a thorough with CheetahMail, Bass Pro can use us ahead of other vendors in ouranalysis on these the report to better understand how category and at the very top ofsegments and determine where email, as part of its overall connectionwww.basspro.com ranks among strategy, has performed against the our customers’ minds.”specific competitors; market share the company’s competitors. – Todd Jones, Manager of eCommerce Marketing, Bass Pro Shopssite gained or lost compared with thecompetition daily, weekly and monthly;and whether marketing, search andadvertising campaigns have a directimpact on the site’s market share. through Hitwise, Bass Pro has insight on how 10 million U.S. Internet users interact with over 1 million Websites.
    • The Experian advantage Working with Experian Marketing Services’ email, competitive intelligence and address verification capabilities, Bass Pro has seamless and limitless access to a vast number of online and offline data resources, giving the company a 360-degree view into its customers’ behaviors and industry trends. Coupling this insight with the expertise of Experian analysts and robust digital-marketing platforms, Bass Pro is poised to grow its business well into the future. For more information, please visit www.experian.com/marketingservices.Campaign results Experian CheetahMail Experian QAS Experian Hitwise Welcome email Average address entry Insights on how 10 million U.S. • 37 percent open rate time saved: Internet users interact with • 6 percent transaction rate more than 1 million Websites • 75 percent Preference data acquisition: • 75 percent of new customers
    • Experian Marketing Services955 American LaneSchaumburg, IL 601731 888 404 6911www.experian.com/marketingservices © 2010 Experian Information Solutions, Inc. All rights reserved. Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners. June 2010