Christie Cookie Co
The guiding question is: How can we encourage customers to frequently purchase from and advocate for a business?
Market a loyalty program for Christie’s Cookie Co. to re-engage past customers and encourage future purchases.
Overview
THE PROBLEM
In the past, Christie Cookie marketing team has averaged a 20% ROAS across all channels in the funnel. However, recently, marketing costs have gone up, while the average amount each customer spends has stayed the same, dragging the ROAS down to 0%.
The company’s head of marketing has decided that the best tactic to increase customer spending is through a loyalty program. The hypothesis is that by creating incentives and rewards for customers, you can increase the number of times customers make purchases.
MY RESPONSIBILITIES:
Data Analysis, Loyalty Program Ideation, Wireframes, Google Ads campaign, Meta Ads Campaign,
TOOLS:
Meta Business suite, Adobe Illustrator, Figma, Zoom
TIME:
2023
OUR WHY:
Christie Cookie Co. has been a Nashville destination since 1983–and we’ve got a lot of local customers who choose Christie’s for fresh-baked goods.
Our goal is to celebrate our loyal customers and give new customers incentives to return–increasing profits both online and in-store.
HOW WE MOTIVATE CUSTOMERS:
We motivate through exclusive benefits and perks including: Cookie Cash, Free Birthday Treats, Limited Edition Tins, Local Discounts, Free Event Delivery, VIP in-store only events,
and a new member 25% off discount.
THE GOAL:
Each perk is created to stimulate higher AOV, increase online and in-store revenue, grow our customer base, and increase the lifetime value of the Christie’s Cookie customer.
THE MARKETING PLAN
THE TIERS
Implementing multi-channel marketing to advertise Christie Cookie Co. and Christie’s Cookie Club and giving our customers online and in-store incentives with 25% off their first order as well as continued incentives.
OBJECTIVE 1 STRATEGY:
INCREASE ONLINE & IN-STORE SALES
OBJECTIVE 2 STRATEGY:
INCREASE AOV, PURCHASE FREQUENCY, AND ONLINE/IN-STORE TRAFFIC
Implement perks within our loyalty program such as redeemable cookie cash, and a tiered rewards system that pushes the customer to spend more per order, increasing the AOV.
Increase conversion and traffic to website through Facebook and Instagram ads that are targeted between new leads and existing customers. These ads would be cookies and event focused with some ads mentioning free cookies and leading to our loyalty program landing page.
OBJECTIVE 3 STRATEGY:
GROW LIFETIME CUSTOMER VALUE
OUR LOYALTY PROGRAM
LOYALTY PROGRAM LANDING PAGE
Christie Cookie’s Cookie Club landing page features large iconography and clear descriptions of what benefits loyalty program customers will receive when they sign up. Visitors are first greeted by a “Join Now/Login” screen where they will be able to scroll and discover features and benefits that include how they can track “Cookie Cash”, how they can earn, loyalty tiers, and a signup form. Data captured includes first and last name, birth date, email address, physical address, phone number, and favorite cookie flavor.
CHRISTIE’S COOKIE FUNNEL VISUALIZATION
CHRISTIE’S COOKIE WORKFLOW
Our landing page allows users to create an account of sign up for email, prompting an immediate trigger to hit them with the first newsletter describing our loyalty program.
If the user makes a loyalty account, they will flow into the conversion funnel or opts out and get put into the Abandoned Cart segment to be retargeted.
Users who received the newsletter will be prompted back into the site and will hopefully go through the conversion funnel to completion.
Color branded elements, iconography and enticing imagery easily show how the loyalty program works and the perks we offers.
Fun tone of voice and CTA’s entice click-through.
“You're In” Email offers a 25% off discount code on their first purchase to entice purchases.
Copy reiterates how they earn and redeem Cookie Cash to encourage users to begin earning points.
EMAIL NEWSLETTERS
“Have Your Heard About Our Loyalty Program” email nurtures customers through the consideration stage.
“You’re In!” email leads customers to purchase with their discount code and begin earning points/rewards to level
up their tier.
The display ad campaign is formulated to target audiences that have been tagged while searching our strategic keywords and clicking through our landing page.
Emphasis on brick-and-mortar traffic.
Implements our loyalty program.
DISPLAY CAMPAIGN
Campaign 1 (160x600)
Display Ad - V1
Campaign 1 (160x600)
Display Ad - V2
Imagery that showcased delicious cookies to entice the customer as well as showing the cookie tins to reflect that we can be great for events.
SOCIAL MEDIA CAMPAIGN
We created holiday captions and a Shop Now CTA to capture family-oriented buyers so that at check out our loyalty program can be introduced in an organic way.
In addition, we created a Subscribe CTA for corporate buyers that need to buy often and in bulk for events or to show appreciation to customers/employees; while words as “Subscribe and Save” can incentivize them join the club and get more for less.