Norths Collective has approximately 60,000 members ranging from 18 - 102 years of age. The group’s challenge before Salesforce was how to communicate with each one more personally. It had a wealth of member data collected from different places such as its POS and sign-in systems. However, it was unable to bring this information together in a meaningful way.
“We were essentially data rich, but lacked knowledge derived from this data. So the starting point for our transformation was really about making sense of our data and getting to know our members and how best to communicate with them,” said Lopez.
With Service Cloud as its CRM, Norths Collective hit the ground running and connected all its data onto the platform for a 360 degree view of each member. This includes details about how often they visit the clubs and what they do once they’re there.
Norths Collective uses Marketing Cloud to maximise this first-party data and engage members with the right message, at the right time, via the right channel.
“Now when a member comes in, swipes their card, and orders a chicken schnitzel, that transaction information is added to their record in our CRM. So if we run a “Schnitty Tuesday” promotion, we can push out a message to everyone who’s ordered one in the last 12 months,” said Lopez.
These personalised promotions have increased North Collective’s average email open rate to 60% which is well above the industry average of 20.2%. Average click-through has also increased and is now 11.3% compared to an industry average of 1.2%.