![[Use case] How Plantes Pour Tous enrolled over 11,000 customers in its loyalty program](https://cdn.prod.website-files.com/64afc52ac2dfa45d0e2ce389/651689cadf32f02c5070786a_651687865195e84edab60b3b_634e9dc43cfaf76d67c77941_274361612_3187087604909981_7632365733487199836_n%252520copie.jpeg)
Between physical outlets and e-commerce, the disruptive urban garden center takes advantage of Hey Pongo tools to build loyalty on a large scale and boost its Google reviews.
Plantes Pour Tous has a dual sales channel, with both a physical store and an e-shop. In English, this can be called an omnichannel native vertical brand (ONVB). It's on the e-commerce side that customer knowledge and loyalty are most crucial. It's often said that activating and retaining e-commerce visitors is the hardest part. For Plantes Pour Tous, the physical point of contact can be a lever for strengthening loyalty. This is where Hey Pongo tools have proved decisive in collecting customer data, getting to know them better and turning them into loyal followers.
Plantes Pour Tous has the advantage of physical points of contact with its customers. These are the "grandes ventes de plantes", highly successful travelling events in all major French cities (the list here). They have been joined by a permanent urban garden center in Paris, followed by an e-shop (inaugurated in 2020).
In short, an ideal starting point for developing an omnichannel marketing strategy - Hey Pongo's specialty. The physical events enabled us to recruit massively from the customer base, then build loyalty and boost customer reviews to further boost the website's SEO.
Plantes Pour Tous has been offering plant sales during ephemeral events since 2017. They also have an urban garden center in Paris. In 2020, the brand added an e-shop offering plant delivery throughout France and Belgium.
The starting point:
Initially, Plantes Pour Tous benefited from the enormous success of its ephemeral sales events. The disadvantage of a mobile structure is that they have less of a hold on customers than traditional stores. Retaining customers and building loyalty between events was one of the brand's main marketing challenges.
From the outset, Plantes Pour Tous has adopted an omnichannel approach. It combines physical and mobile points of sale, as well as e-commerce. This makes them 100% compatible with Hey Pongo tools, designed to capture customer data from all channels at the same time.
Plantes Pour Tous was able to generate significant brand awareness. On the other hand, it lacked knowledge of its customers. The Hey Pongo tools enabled the company to gather valuable information on its customers: demographic data, frequency of visits... This customer file is the basis for developing marketing and loyalty on a (very) large scale.
Plantes Pour Tous has chosen to deploy Hey Pongo's loyalty tool. It is offered to customers via our touch-screen tablets, installed near the checkouts for the duration of an event. The Plantes Pour Tous online loyalty program is entirely personalized, offering attractive rewards ranging from discounts to free plants.
Thanks to the huge volume of visitors, and the high enrolment rate maximized by our tablets, the operation was an unprecedented success. The loyalty program integrated more than 9,500 members into the customer base in just one month.
The advantage of an omnichannel marketing strategy is that certain actions can benefit all your sales channels at the same time! Plantes Pour Tous has multiplied the number of its online customer reviews thanks to the Booster feature, offered during ephemeral sales. The special feature of this gift wheel is to gamify the process of obtaining customer reviews through rewards. The Booster can be accessed via a link or QR code, to be displayed when customers pass by, or on your insta bio, for example.
In just one weekend, the Plantes Pour Tous Booster registered 426 entries. In total, the brand garnered +344% customer reviews compared to the previous month. Its average rating rose by +8%, to 4.67 out of 5. And among other benefits, customer reviews help to boost the e-commerce site's ranking.
- 11,000 customers enrolled in loyalty program in 6 weeks
- 89% accepted promotional SMS messages
- 237 Google reviews generated in September 2022 alone (95% positive)
Thanks to the excellent percentage of customers who agree to receive SMS messages (89%), Plantes Pour Tous now has a way of recontacting most of these loyal customers. The demographic data that enriches the database makes it possible to send personalized messages, notably by SMS. In the future, it will be possible to notify customers of future sales in their town, offer promotions on the website, or roll out a new competition campaign with Booster.
"In just 1.5 months with Hey Pongo, we've managed to achieve goals that we couldn't reach in over a year of hard work. It's THE pleasant surprise of 2022 for us and for our customers, who are delighted to be able to take advantage of the many benefits we offer. Thank you to the entire Pongo team, who are working so hard with us.
