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Marketing

How this retail chain boosted loyalty memberships by 21 per cent

Liquor retailer, Thirsty Camel, and global tech firm, OtherLevels, have released the results from the first web notification program to be executed in the Australia retail liquor sector.

The independent bricks-and-mortar liquor retail chain partnered with OtherLevels to implement a new digital messaging format called web notifications, or web push.

This enables a business to deliver offers and content directly to a customer’s desktop browser, or Android mobile browser, even if they haven’t downloaded the app.

Early results show a 21 per cent increase in Hump Club memberships and a click-through rate that is four times higher than industry standard for other paid digital media channels.

OtherLevels also counts the likes of Coles, Tatts Group, Flight Centre Corporate in Australia and AdoreMe in the US as clients.

“Thirsty Camel have always been innovators in the digital space, especially when it comes to communicating exceptional value to our customers,” said Leah Grinter, head of marketing for Thirsty Camel, a brand known for its irreverent approach to digital marketing and loyalty.

“This technology, along with the ability to segment our audience using browsing behaviour and control groups, has allowed us to send highly personalised special offers to them in real time.

“In addition to this, web notifications technology is a fraction of the cost of other types of digital media, and we have already seen a 97 per cent uplift in WAU, a 67 per cent uplift in repeat visits, and have gained valuable insights into the use of our irreverent brand tonality in new channels.”

A version of this story first appeared on our sister site, Inside Retail Australia.

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