Cost Plus
Client: Cost Plus
01. Background
Cost Plus is a chain of specialty and import retail stores, selling home furniture, décor, curtains, rugs, gifts, apparel, coffee, wine, craft beer, and several international food products. The brand's name originated from the initial concept, which has since been abandoned, of selling items for "cost plus 10%". DataFinity engaged with Cost Plus to help define a strategic roadmap for optimizing email programs.
02. Objectives
- Outline changes to operational processes to enable more personalized email campaigns
- Identify areas to reduce costs in email program management
- Evaluate strategic resource requirements to support email program management and related email marketing technologies
03. Process
- Audited the entire marketing campaign lifecycle and marketing technologies
- Customer segmentation and market analysis
- Evaluated how to incorporate behaviors when building customer segments
- Identified the strengths and weaknesses of the vendors providing services to support the marketing campaign process
04. Results
- Provided recommendations to improve the relationship with the vendors, including changes in resource allocation
- Issued an RFP to identify agencies that could provide a superior level of professional services for email execution
- Proposed areas of efficiency and improvements that would result in a 25% decrease in the budget, allowing space to re-allocate savings into strategic areas
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