B2C Sales Email Marketing Campaign for Digital Advertising of Scientific and Laboratory Supplies
Challenge:
I) To market scientific and laboratory supplies with zero marketing budget
University of Houston Research Store, a scientific and laboratory retailer possessed an excessive amount of glass vial supplies in storage. Due to buyers not purchasing these products, the inventory remained shelved for nearly three years.
II) To increase customer loyalty
Over the years, UH Research Store acquired a reputation of selling scientific and laboratory supplies beyond market value. Its customer base began purchasing supplies from other resources, at better price points and customer loyalty was at its lowest.
Creative Solution:
I) Develop A Sales Email Marketing Campaign To Engage Online Audience
A digital sales email marketing campaign was designed to announce the “One Dollar and Under Glass Vial Sale” to all current and past UH Research Store customers.
II) Set Economic Price Point For All Vial Inventory
To begin the recovery process of lost revenue, an economic price point of “one dollar and under” was established for the sale cycle of each glass vial type.
III) Display Product With Direct Links
After price points were established, all glass vials were advertised on the emailer and directly linked to its product page on the e-commerce site.
IV) To Win Better Customer Loyalty A Reputation Management Process Was Established
In order to strengthen customer sales and maximize customer engagement, an online customer review contest was established to win customer reviews.
Final Results:
I) Glass Vial Inventory Was Reduced
Due to driving awareness using a digital campaign, item purchases occurred throughout the day and night bypassing the limitation of physical store hours. Warehoused inventory reduced, customer transactions were generated and the road to recover lost revenue was initiated.
II) Improved Customer Loyalty
By establishing an economical price point for all glass vials, individual vials began to sell daily, sales increased, and customer base expanded.
III) 900% Positive Review Success Rate
Within one week of implementing the online review contest, customer reviews increased and a 900% success rate was achieved. To improve the number of positive reviews in coming years, a long-term online review management strategy was established.
Expertise:
I) Marketing Direction
II) Visual Design
III) UX/UI Design
IV) Digital Marketing
ASSISTING ORGANIZATIONS
TO BUILD UP AUDIENCES AND
ENHANCE CUSTOMER LOYALTY.
TO BUILD UP AUDIENCES AND
ENHANCE CUSTOMER LOYALTY.
