Circular Logic Study Shows Moving Email Marketing Beyond Personalization Drives Store Visits

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Study Shows Moving Email Marketing Beyond Personalization Drives Store Visits.

Study Shows Moving Email Marketing Beyond Personalization Drives Store Visits.

Charlotte-based Circular Logic announced today the results of an exhaustive study evaluating the impact of promotional emails featuring personalized offers from supermarket weekly circulars.

The study analyzed the effect of 35 million emails delivering multiple offers optimized for each shopper based on loyalty card purchase history. Each shopper in the study received emails based on Circular Logic’s patented process which goes beyond personalization to identify which offers are most likely to drive store visits. The process weighs offers not only based on purchase history, but also on a series of factors that reveal the motivational power of the offer.

Marketers often think of personalization as filtering offers based on what the customer has bought before, but that approach doesn’t take into account the promotional power of the offer. Circular Logic goes beyond UPC matching to measure which offers are most likely to trigger a store visit.

The emailed offers trigger shopper interest as well, with email open rates for the study of approximately 35%, well above industry norms. The company claims that the promotional focus of their offer selection process results in offers that have the same effect as high value coupons.

As detailed in the attached chart, emails based on this process impact shopper behavior across the loyalty spectrum, with gains in store visit activity in every loyalty decile. All customers, regardless of their current level of loyalty, move up the loyalty ladder.

Perhaps most importantly, the study also found the most pronounced effect was on deciles 4,5 and 6 (see attached chart). These mid-tier deciles are customers that typically cross-shop multiple retailers for their grocery needs. The higher impact with this group suggests that going beyond personalization can help retailers win more business from this vulnerable group.

“With increased competition and pricing pressure, retailers are at risk of losing trips even from their loyal customer base,” remarked Ken Wyker, Circular Logic’s President, “So, the key is to continually present them with the most compelling reasons to shop your store. With our ability to select the most motivating offers from the weekly circular, our program helps retailers win the price battle without having to lower their prices”.

For additional information on this study, please contact Ken Wyker at Circular Logic. kwyker(at)circ-logic(dot)com

About Circular Logic:
Circular Logic is a Charlotte, North Carolina based company that leverages supermarket loyalty data and a retailer’s weekly print ad to create and deliver personalized, promotional emails to customers. Their unique approach to offer personalization was awarded a US Patent and their promotional system was custom built to handle the entire process, from data analytics to outgoing email.

Media Contact
Ken Wyker
Circular Logic
kwyker(at)circ-logic(dot)com

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Alan Clements
LRI
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