Loyalty One

Precima’s analysis demonstrates how direct-to-consumer marketing can be even more profitable when content is customized to a shopper segment’s needs.

Business Challenge
Precima was hired by a grocery retailer to develop and manage a direct-to-consumer marketing program for a packaged goods manufacturer. This manufacturer was concerned about the lack of direct contact it had with its consumers, which made it difficult to ensure marketing efforts were as relevant as possible. Precima was given the task of helping the manufacturer determine the optimal level of customization that was required — with respect to message, creative and offer — to maximize sales and profit.