Both booking rates and email engagement up by nearly 40%!
The Business Challenge
Tenpin operates in a fast moving environment, competing against various leisure activities.
The core business challenges were:
- To boost its Customer focus -to reach and exceed standards set by leaders in the retail and leisure sectors
- To grow the business, reducing the cost of acquisition and increasing retention
- To respond quickly to market opportunities (e.g. prolonged wet weather)
- To build internal capabilities
- Driving an ROI focus from headquarters
- Sharing learning within the wider company
Tenpin needed an effective CRM service to communicate the right message, to the right customer, at the right time.
"Email engagement is now up by 38%"
The Approach
R-cubed began with a curtain-opening analysis to develop a deep understanding of Tenpin customer behaviour
- Who are the high value customer?
- Who are the low value customers?
- Predicting future visits & spend
- How well do Tenpin recruit & convert new customers?
- What are the key customer typologies?
- How engaged are customers?
- What’s the level of risk & opportunity on the base?
- How do customers change YOY?
- Specific nursery programme with regular communications now sent using R-cubed’s marketing automation system
- New dynamic email communications launched – delivering most relevant content
- Content blocks developed and used
The Results
Some great results have already been achieved for Tenpin. Engagement is up and new email communications are generating incremental revenue:
- Overall rebooking rates have increased 36% YOY
- Email engagement is now up 38%
The Business Challenge
Tenpin operates in a fast moving environment, competing against various leisure activities.
The core business challenges were:
- To boost its Customer focus -to reach and exceed standards set by leaders in the retail and leisure sectors
- To grow the business, reducing the cost of acquisition and increasing retention
- To respond quickly to market opportunities (e.g. prolonged wet weather)
- To build internal capabilities
- Driving an ROI focus from headquarters
- Sharing learning within the wider company
Tenpin needed an effective CRM service to communicate the right message, to the right customer, at the right time.
The Approach
- Who are the high value customer?
- Who are the low value customers?
- Predicting future visits & spend
- How well do Tenpin recruit & convert new customers?
- What are the key customer typologies?
- How engaged are customers?
- What’s the level of risk & opportunity on the base?
- How do customers change YOY?
- Specific nursery programme with regular communications now sent using R-cubed’s marketing automation system
- New dynamic email communications launched – delivering most relevant content
- Content blocks developed and used
The Results
Some great results have already been achieved for Tenpin. Engagement is up and new email communications are generating incremental revenue:
- Overall rebooking rates have increased 36% YOY
- Email engagement is now up 38%
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