Case Study:
Growing Roots CRM with a 50% Conversion Rate
Converting 51,602 Anonymous Consumers to Rich Consenting Customer Profiles
About Roots
Founded in Toronto, Canada in 1973, and inspired by the nearby wilderness of Algonquin Provincial Park, we inspire the world to experience everyday adventures with comfort and style.
The Problem
After the introduction of CASL, Roots had to remove hundreds of thousands of email addresses from their marketing databases and only had about 400K email addresses left. Roots turned to Mawazo for a campaign to quickly their email marketing database in a CASL-compliant way.
Engagement Details
Mawazo organized a conversion campaign for Roots to activate in-store customers to submit their email address and create rich consenting customer profiles. Physical scratch cards were printed and delivered handed out in-store with every purchase.
Each scratch card revealed a unique code which participants entered into an online campaign platform. The customer profile was enriched with a sequence of questions on a responsive campaign site, establishing their demographic details and areas of interest.
A real-time connection with the Roots CRM allowed for the enriching of existing customer profiles and the creation of new relationships. A real-time dashboard for conversion tracking allowed Roots management to monitor the results in each individual store.
The Result
In two months, over Christmas 2015, we acquired more than 51K email addresses from 103K participants, and generated 47K website visits to Roots.com:
Number of Cards
961,000
In 107 branches
Unique Participants
102,842
10.7% conversions
New Registrations
51,602
50.2% conversion
Traffic Roots.com
47,399
46.1% conversion
Addressing the challenges of B2B field service companies
With our 25 years of experience in web development and digital marketing we have developed a unique system to address the challenges of B2B service companies. Our approach generates predictable results and we offer a unique performance guarantee.
Below is a decription of our 4-step process. This case study is relevant for phase 3 of our programme:
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