How wine supermarkets Aroma World tailored personalized cross-channel communications with their customers
How wine supermarkets Aroma World tailored personalized cross-channel communications with their customers
AM is a large chain of specialized wine supermarkets, with more than 450 stores across Eastern Europe.
The first AM store opened its doors in October 1998 as a cash and carry operation. The brand’s mission has been to introduce quality alcohol products from the world’s leading producers to the Russian buyer and to develop a culture of educated consumption in the country.
The background
Online alcohol retail is a substantially regulated business. See how Russia’s largest wine supermarket chain takes advantage of email and mobile push notifications. A recent addition to Maestra feature list, mobile push notifications can be easily integrated into your communication model and help create great mailings with detailed segmentation in a matter of minutes.
The challenge
The AM e-commerce team was looking for a platform that would enable them to consolidate their online and offline customer databases, build cross-channel communication with customers through email, website, and mobile app, and store offline customers’ data. In Maestra Cloud, AM uses manual and trigger-based mailings, product recommendations, and mobile push notifications.
What made us choose Maestra was the need to constantly and heavily use a large database of online and offline users and have one tool for different communication methods: push notifications, email and text messages, and product recommendations on the website.
What AM uses in Maestra:
- Email campaigns
- Push notifications
- Product recommendations on the website
The Maestra advantage, in numbers
AM uses Google Analytics to measure the revenue brought by the email channel. Over the first few months of the online store operation, the email channel revenue has increased to 9%.
Push notifications
Along with the new online store, AM launched Android and iOS mobile apps and deployed our push notification solution in order to communicate with mobile device owners. The Maestra system offers manual and trigger-based push notifications with the same set of features as in email and text messages: segmentation, personalized messages, and message templates.
Creating a mobile push notification
Push notifications in Maestra support rich content: images, links, and buttons. Everything can be configured in one window, and it takes just a couple of minutes.
Sending push notifications
In Maestra Cloud, users can be segmented in the same way as anywhere else — by operating system, behavior, personal data, and other characteristics. For instance, you can offer a more expensive wine to iPhone owners.
Trigger-based mailing scenarios
AM uses a total of 14 triggers for 7 scenarios:
- Abandoned view
- Abandoned category
- Abandoned cart
- Welcome series
- Birthday greetings
- Name day greetings
- Transaction messages
Birthday + Name day
Although AM customers don’t always fill in their date of birth information, whenever they do, a birthday message can be sent on that date. If the customer’s date of birth is unavailable, a similar message can be sent on their name day.
Product recommendations
AM deployed the Maestra product recommendations module to their trigger-based and transaction mailings as well as on the website.
Product recommendations in email suggest items based on the “similar product” algorithm.
Product recommendations on the website suggest both similar and related products. All product recommendations algorithms can be re-configured through the interface without making any changes on the website.
Configuring product recommendations in Maestra Cloud
Note that even after the product recommendations code is deployed on the website, any fine-tuning changes or a complete replacement of one algorithm with another (for example, you can easily switch from similar to related products) can be accomplished through the interface.
Summary
A platform for cross-channel communication with AM customers has been provided, and customer data storage and communication tools have been consolidated. In the future, we are planning to launch trigger-based mobile push notifications.
What made us choose Maestra was the need to:
— constantly and heavily use a large database of online and offline users;
— create non-standard segments and analyze the results across all sales channels;
— have one tool for different communication methods: push notifications, email and text messages, and product recommendations on the website.
To AM, Maestra and their team working on the project have become more than just a service solution: partners and colleagues who enable us to achieve best results, increase revenue, and accomplish objectives of any complexity!
