Waitrose boosts CRM with instore targeting plan

myWaitrose - essential Waitrose eggs - YouTubeWaitrose may have signed up over 6 million customers to loyalty scheme but it wants to go further by drafting in point-of-sale marketing specialists Ecrebo to ramp up targeted customer promotions in its stores.
Working alongside the MyWaitrose programme, Ecrebo’s marketing platform will allow Waitrose to send targeted offers and messages to its customers, based on the products they have bought.
The offers will be handed to customers instantly at the till via coupons printed alongside their receipts.
Waitrose said the technology will complement and extend the channels through which it talks to customers, including its loyalty scheme.
As well as providing shoppers with money-off rewards tailored to their shopping habits, Ecrebo’s platform will give consumers offers within new and relevant product categories and provide them with recipe suggestions.
The partnership, which will form part of Waitrose’s CRM programme, follows a successful trial during 2015.
Waitrose customer loyalty manager Sam Winterson said: “Rolling out Ecrebo goes down as one of our smoothest IT implementations to date. We’ve been particularly impressed with the instant flexibility of the software which allows us to deploy or change promotions in a matter of minutes.”

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