Brumby’s Bakery is an iconic Australian bakery chain, owned by Retail Food Group since 2007.
With over 200 stores nationwide, Brumby’s focuses on quality ingredients and traditional baking techniques, delighting customers since 1975.
Brumby’s Bakery had taken on Salesforce Marketing Cloud as an omni-channel customer engagement tool.
With plenty of customer data laying dormant in data warehouses, the challenge was to use the available resources to execute a personalised customer engagement experience across the full customer journey, from acquisition to advocacy.
A strategic map for improved Customer Engagement marketing...
ExactPath ran a Customer Engagement Workshop, addressing the following touch points:
- Brumby’s target personas
- Brumby’s messaging tactics
- Customer data availability & management
- Journey data segmentation
- Customer sales-funnel planning
- Salesforce Marketing Cloud journey flow planning
- Salesforce Marketing Cloud personalisation planning
The workshop findings were then synthesised into actionable projects and implemented in a phased approach across the Data Warehouse and Salesforce Marketing Cloud.
Customer engagement was improved by executing automated campaigns, including:
- Welcome Journey
- Birthday Journey
- Revenue Cycle Winback Journeys
- Non-Loyalty Onboarding
- Product Cross-Promotion
- Loyalty Surprise & Delight
- Loyalty Point Redemption Alerts
- Free Product Gifts
- And more…