Personalized + Relevant = Effective

Engaging customers with the right offers at the right time is important any time of the year, but it’s especially critical during the busy—and super competitive—holiday shopping season. Customers don’t want mass-market emails for products they aren’t interested in; they want tailored offers sent to them when they need them or even before they know they need them.

That’s what Berry Bros. & Rudd, Britain’s oldest wine and spirit retailer, does to deliver a great customer experience. The organization integrates customer data such as wine preferences and online search data with supplier information to craft customized offers for all of its 45,000 customers. The 175,000 personalized emails sent out each month have led to increases in both website traffic and transactions.

“We know in the changing world that customers expect more from brands and the products and services that they choose to buy, so we need to make sure that every time we send a communication to a customer that it’s completely relevant,” says Jonathan White, senior marketing manager for Berry Bros. & Rudd.

To ensure offers are completely applicable, the wine retailer utilizes real-time search data. For example, if a customer is searching for a particular bottle of wine or a particular variety of grape on the website, Berry Bros. & Rudd can immediately create an offer tailored toward that product.

Personalized.  Relevant.  That’s the kind of marketing that  makes your store or website the first one shoppers want to hit on blockbuster days like Black Friday and Cyber Monday.

Carly Schramm
Assistant Editor
Teradata Magazine



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