How Retailers Improve Personalized Marketing

Ecommerce sales soared in early 2022, with more and more brands developing strong digital channels to serve customers. As factors such as higher fuel costs and lower in-store inventory push more customers online, the competition across digital channels will only increase. In response, marketers need to develop new strategies to attract and target consumers. 

One of the strategies to drive topline growth is investment in personalization. Personalized marketing, or  people based marketing, involves interacting with consumers and customers, taking into account their interests, preferences, and previous shopping experiences. According to McKinsey, “Personalization has helped several [retail] industry players achieve 20% to 30% increases in customer lifetime value across high-priority customer segments.” And it all starts with data. 

Snowflake’s Retail Data Cloud helps companies easily leverage internal as well as external data to power marketing analytics. External data from Snowflake Marketplace includes real-time consumer insights from third-party sources. Retailers can use insights from these analytics to create and deliver targeted, personalized marketing content to consumers, turning them into customers. 

Here’s how a few of our retail customers are using Snowflake to improve personalized marketing in their organization.

Pizza Hut 

During the 2020 Super Bowl, Pizza Hut’s Enterprise Data Services team created a unified, near real-time view of business analytics, which wasn’t feasible before Snowflake. Data pipelines captured data across systems and fed a dashboard, enabling executives to monitor key metrics and adjust resource allocations. 

Data scientists use Python, R, and Spark to query data, apply machine learning algorithms, then write data back to Snowflake. These predictive analytics ensure that customers receive the right messages and offers. In addition, Snowflake Marketplace provides access to weather and geolocation data sources for Pizza Hut. Pizza Hut’s Enterprise Data Services team can correlate weather patterns to customer purchases and use that data to optimize targeted marketing campaigns.

1-800-FLOWERS.COM, Inc. 

1-800-FLOWERS.COM, Inc., has evolved over the years to become a dynamic ecommerce platform featuring more than a dozen gifting and sharing brands, including PersonalizationMall.com, Harry & David, Cheryl’s Cookies, and more. 1-800-FLOWERS.COM takes personalization to the next level with its robust gifting options. Customers can express themselves directly by filling out messages or cards that can be sent along with their gifts. On the back end, this process involves harnessing a large amount of available data and personalizing it through multiple mediums including mobile devices, desktops, chat messages, or the call center. Snowflake enables all of those channels to be fulfilled with the right data at the right time with the proper context. 

Imperfect Foods

Imperfect Foods works at the forefront of eliminating food waste by working directly with farmers and producers to rescue food and deliver it right to customers’ doors. With hundreds of thousands of customers and an ever-increasing number of data sources, Imperfect Foods has a ton of customer data. However, acting on all of this information and understanding what traits lead to high-value customers, or what factors cause customers to order, can be challenging. 

With no centralized view of the customer, Imperfect Foods needed a way to consolidate all of its data across its entire data stack so it could leverage it for marketing activation to ultimately increase sign-ups and product usage. Imperfect Foods turned to the Snowflake Retail Data Cloud to consolidate all of its customer data into a centralized platform. With Snowflake in place, Imperfect Foods is able to leverage dbt to build robust data models about the customer around order data, marketing spend, marketing attribution, and so on. This data empowers the marketing team to deliver more personalized engagements, greater return on marketing campaigns, and deep insights to understand the impact of their efforts on business growth.

To discover how you can improve your personalized marketing efforts with Snowflake:

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