Case 1: The conventional ways of looking at consumer behaviour – especially in tourism and leisure – are becoming outdated. No longer (if they ever were) are the purchasing habits of the leisure customer predictable by labelling a group as a market segment and describing it with average characteristics. More and more, marketers are turning to tailored and targeted marketing to individuals. Riverland Research has deep understanding of that leisure lifestyle is inconsistent, contradictory, and individual. Our industrial specific solution was to identify different types of lifestyle among geo-demographic segments, which enabled analysts and campaign planners to target prospects appropriately. Insight provided by the data informed a variety of activities, including decisions on new promotion activities, media planning for a new product launch and setting appropriate budgets for direct mail and e-mail campaigns.
Case 2: A US marketing and supply chain company supported its global retail and CPG clients by providing collaboration tools to support key processes. In response to requests from retailers and CPG companies, the client wished to understand the impact customer insight would have on these two groups. Riverland Research, in partnership with our retail experts, brought together 20 leading global CPG and national retail companies to understand how customer insight could improve their business operations across pricing, logistics, merchandising, new product development and promotional activity. With this improved understanding Riverland Research facilitated the groups in developing new ways of collaborating through the innovative use of customer insight.
Case 3: One of the world’s leading international grocery retailers. In 2003, they started to investigate the benefit of a customer loyalty card. This meant having to analyse the shopping patterns of millions of customer transactions, across tens of thousands of product ranges. It requires our client to translate the insight gleaned from terabytes of information into actionable marketing and retailing programmes. Riverland Research was asked to help with the customer and behavioural insight development and deployment in enabling the client to become one of the world’s most successful retailers. At the heart of our company know-how is the ability to read into customer lifestyles by looking at shopping habits. We build a profile of every customer and target groups with offers designed to appeal to their lifestyle and preferences.
Case 4: The Client is a strong believer in CRM, and understands that the sale of ancillary products and services enriches the relationship Members have with the organization. An added benefit is that revenues from the sale of other products and services help to offset the expense of core Member services. Seeking to maximize the penetration of Home and Auto insurance among its Members, an ongoing marketing challenge for the organization is to optimize the cost of selling insurance to its Members. Auto insurance is a highly competitive industry, with very little differentiation in the product offered. To be most cost effective in the sale of this product, the Client needed to identify those Members that are most likely to purchase an Auto insurance policy. Riverland Research solution proposed the development of an Auto insurance acquisition tool. Predictive modeling techniques would be used to assign a measure (score) for each Member representing the likelihood that the Member would purchase Auto insurance. The model created by us effectively identified Members that were most likely to purchase insurance. There was significant opportunity for the organization to maximize the benefit from its marketing investment by targeting only those members that were most likely to buy.