Banfield Animal Hospitals asked our agency to design and implement a database-driven customer retention program as a test with 100 of its locations nationwide. If successful, it was to roll out to nearly 800 locations.
As part of the strategy team, I put together communication flows representing the different customer segments and proposed automation. Segments included New, Rising, High Value, Struggling and Win Back. Pet types of Dog, Puppy, Cat and Kitten were given their own rules as to how they fit into these segments.
The creative team put together templates for direct mail and email, with almost every text box and image being a variable that would call in images, offers, suggested services, suggested products, tips, etc. based on the data. The number of possible combinations of content numbered in the hundreds of thousands.
The calculated lift of hospitals using the retention program proved that the program was effective. Plans were put in place to roll out the program to all hospitals.
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