This month, Lawrence & Hanson Senior Marketer and Campaign Lead Rachel Raschilla accepted The Dotties award for Marketing Team of the Year.
Throughout the COVID crisis, the team has focused on loyalty programs as a way to continue growing its customer base and simultaneously increase sales which was no small feat, considering the forced closures of some physical branches, not to mention the severe lockdown imposed on the state of Victoria. The team created a new program every month, making sure to review monthly and make ongoing improvements to increase sales. This included building new and complex programs, using multiple personalized emails, which for a small team is a big achievement. During the height of the pandemic, it was more important than ever for the team to use dotdigital Engagement Cloud to build effective trigger campaigns to drive its e-commerce, omnichannel platform. It increased the brand's online sales and prompted customers to purchase more online while rewarding their loyalty with benefits – just for spending with the business.
The team implemented many new processes while working with dotdigital, with a strategic focus on the use of customer contact data fields. What's more, the team used all the different channel elements for its national programs, such as SMS, surveys, and trigger campaigns. Most importantly, the brand developed a loyalty program in the dotdigital platform that has been optimized year after year. In 2018, the team developed the 'Bucket List program' which incentivized customers to spend certain limits with specific suppliers. This year the team went on to create the 'Sparky Plus program' as an extension of the 'Bucket List program'. The program is continuing to be a success.
The 'Bucket List' loyalty program has generated additional sales from new business customers, spurring the development of the second loyalty program, 'Sparky Plus'. The Sparky Plus program has generated more than 300 new customers to our business, and this has contributed to our sales growth that has been developed purely from new sales from a zero base.
About Lawrence & Hanson
Lawrence & Hanson is Australia’s most recognized electrical wholesaler with a strong heritage and over 150 branches. Since 1886, they’ve been supplying high-quality products to customers across multiple market sectors, including residential, commercial and industrial. They strive to be the wholesaler of choice for knowledge, customer service, digital business solutions, consistent pricing and stock availability.