This episode reveals how OLLY, a CPG brand, built a robust retention engine across its DTC and extensive retail channels. It delves into advanced lifecycle marketing strategies, omnichannel customer understanding, and practical applications of loyalty programs and martech to keep customers coming back in a competitive landscape, even when products are sold everywhere from Target to their own website.
Key takeaways
Implement loyalty programs with receipt scanning to capture invaluable data on in-store shopper behavior, bridging the gap between offline and online customer understanding.
Move beyond basic subscriptions by auditing existing customer flows and refreshing creative to ensure foundational retention strategies are optimized and relevant.
Develop distinct email and SMS segmentation strategies to deliver personalized messages and avoid "list blasting," focusing on nuanced communication depending on the customer journey stage.
Set clear, measurable KPIs for all promotional, launch, and content marketing efforts to accurately gauge their effectiveness on retention and customer lifetime value.
Strategically leverage marketing automation platforms like Attentive and consider AI for practical applications that enhance efficiency and personalization in retention marketing.
Acquisition is getting tighter! In this episode, we flip the script and talk about the lever most brands under-invest in: retention + lifecycle marketing.Taylor is joined by Jennifer Peters, Director of DTC, MarTech & Digital Compliance at OLLY (a Unilever brand), to break down how they think about keeping customers coming back when the brand is sold everywhere — from Target and Walmart to their own DTC site.We get into what retention really means beyond “subscription,” how to message customers when you don’t want to channel-shift them, and how OLLY is using loyalty (including receipt scanning) to better understand in-store shoppers.What you’ll learn:How OLLY drives retention across DTC + retailEmail vs SMS strategy, plus segmentation that prevents “list blasting”Using loyalty + receipt scanning to understand in-store shoppersSetting smarter KPIs for promos, launches, and contentWhy they chose Attentive, how they handled ESP migration, and where AI actually helpsThe first retention moves: audit flows, refresh creative, nail the basicsIf you’re running ecommerce for a consumable, CPG, or multi-channel brand, this is a must-watch for building a retention engine that actually scales.Show Notes:See how Attentive helps connect people and the brands they love.: https://bit.ly/4ag8oEJExplore the PROPHIT System: http://prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have
What does this episode say about customer retention?
Implement loyalty programs with receipt scanning to capture invaluable data on in-store shopper behavior, bridging the gap between offline and online customer understanding.
What does this episode say about dtc strategy?
Move beyond basic subscriptions by auditing existing customer flows and refreshing creative to ensure foundational retention strategies are optimized and relevant.
What does this episode say about retail & omnichannel?
Develop distinct email and SMS segmentation strategies to deliver personalized messages and avoid "list blasting," focusing on nuanced communication depending on the customer journey stage.
What does this episode say about email & sms?
Set clear, measurable KPIs for all promotional, launch, and content marketing efforts to accurately gauge their effectiveness on retention and customer lifetime value.
What does this episode say about customer retention?
Strategically leverage marketing automation platforms like Attentive and consider AI for practical applications that enhance efficiency and personalization in retention marketing.
