Maintaining customer base when new competition moves in.
Challenge: Develop customer retention strategies for Applebee’s when a new, direct competitor enters into one of their local markets.
Solution: Devise a highly targeted integrated marketing program rooted in guest response and purchase patterns. Bar coded and email data captures helped profile customer base. Data driven, customized communications reached guests through multiple touch points. Direct mail, thank you cards, personalized email campaigns and a B2B campaign all resulting in high response rates of all customer segments. The campaign expanded customer database value and successful retention.