Omnichannel marketing: How EMKIPOP attracted over 3,000 customers to its loyalty program
EMKIPOP wanted to offer its customers an omnichannel experience across 4 stores and a website, to boost the frozen stick market. Hey Pongo helped them deploy a unified loyalty program - which enabled them to launch completely frosted SMS marketing campaigns.
-190 customers enrolled in the loyalty program every month
-3000 customers joined the database in two summers
-8500€ in sales generated by SMS marketing alone
How do you create a dematerialized loyalty program, accessible [.is--yellow-highlight]online AND in-store[.is--yellow-highlight]?
The omnichannel experience is now within everyone's reach, thanks to Hey Pongo. Today, it's essential: whether you're focusing on drive-to-store or seeking to multiply points of contact with your customers between two visits, it's the key to maximizing customer loyalty.
This is the main limitation of printed loyalty cards: they're useless for capturing data and getting to know your customers. What's more, they limit you to an offline experience, with the web entirely in their blind spot.
Omnichannel marketing: time for paperless loyalty cards
With the loyalty program deployed by Hey Pongo at EMKIPOP, all points of contact enrich your customer file. It gives retailers the power to develop omnichannel marketing, leveraging all its resources: point of sale, but also delivery, social networks, website with or without e-commerce, SMS, etc...
Hey Pongo has not only digitized the loyalty program, it has also gamified it. By making it fun, we can enroll as many customers as possible! At the same time, we take data enrichment very seriously: first we capture the most important data, the telephone number, which enables us to identify the customer, send reminders and run SMS marketing campaigns. Then, with each visit, EMKIPOP can learn more about its customers: age, gender, birthday, and more about the frequency of visits (on the site AND in stores).
With Hey Pongo, EMKIPOP knows a lot more about its customers
EMKIPOP is first and foremost a passion project. These popsicles are in fact real, original and 100% natural frosted creations. Perfecting the universal concept of the Ice Pop, EMKIPOP is a hit in France, with 4 stores and a website offering online sales. Here are some of the company's strengths before collaborating with Hey Pongo:
1 - High footfall at 4 physical points of contact
EMKIPOP attracts a large number of customers to its strategically-located outlets. After starting out on a scooter (still in operation), they opened 4 EMKIPOP cafés in Aix-en-Provence, Marseille and Paris. As a result, they've been able to attract a lot of in-store traffic, which can be used to increase customer loyalty.
2 Everything you need to become a "love brand
EMKIPOP generates sensations through the quality of its creations. The popsicle alone has a strong emotional appeal. In a competitive, seasonal market, it was necessary to generate new points of contact between store visits.
3 An online sales site that extends the experience
EMKIPOP has set up a website offering a variety of ways to enjoy the experience. Thanks to the scooter, it's possible to bring the sticks to events. The site also offers online sales, either click and collect or Chronofresh delivery.
[.is--yellow-highlight]Strategy implemented with Hey Pongo tools[.is--yellow-highlight]
1 - Enrolling in-store customers in a loyalty program
EMKIPOP has implemented Hey Pongo loyalty in several of its stores, automatically thanks to integration with its cash register software (Tiller). It has customized the system with original, highly attractive rewards that are easy to obtain and maximize in-store returns. The point system (1€ = 1 point) unlocks free coffee or sticks, cookies, free drinks, tasting boxes...
The increase in the number of visits enabled us to enrich the customer base with questions (or surveys) every 3 or 4 visits. The loyalty program collected contact data (telephone number), as well as key information (age, gender, frequency of visits, etc.).
2 - Generate high sales with SMS marketing
This enriched customer base is a formidable lever for SMS marketing. With Hey Pongo's dashboard, you can see at a glance how many one-off (less than 2 times a month) or VIP (more than 2 times a month) customers each store has. This makes it possible to target SMS campaigns according to habits and issues.
With Hey Pongo, EMKIPOP has launched ephemeral SMS campaigns that generate a lot of traffic at the point of sale. Over 6 weekends a year, they generate over €8,500 in sales (including €1,400 on a single weekend). What's more, the Hey Pongo dashboard makes it possible to track SMS ROI precisely.
3 - Offer [.is--yellow-highlight]omnichannel loyalty[.is--yellow-highlight] on the website AND in-store
Since September 2022, Hey Pongo loyalty has also been available on the EMKIPOP website. Customers who order on the site enter directly into the Pongo database. The module is integrated with Woocommerce and operates in conjunction with in-store loyalty. Customers can collect points and unlock rewards, whether in an EMKIPOP café or on the website. Automatically and frictionlessly, it's possible to build loyalty and collect data online, while encouraging customers to extend the EMKIPOP experience across all channels.
Results
- Omnichannel loyalty between the website and EMKIPOP cafés
- In summer, 400 loyal visitors every month in a single store
- More than 3,000 customers in the database in just over a year
- 8500€ in sales generated thanks to SMS marketing, including 1400€ in a single campaign
Quote
Guillaume, co-founder of EMKIPOP:
"Hey Pongo enabled us to unify several points of sale in a loyalty program common to all, and easily add the online sales channel. The woocommerce integration made the process very fluid. The tools are top-notch, and our customers appreciate them. We've got lots of useful stats on who our customers are and, above all, how to keep them coming back with SMS campaigns!"
