Driving Revenue over Social Media
The membership-only warehouse club, Costco, observed a decrease in online sales for large items. Costco e-commerce operations was tasked with driving social revenue by growing direct business on large items by 50%. In addition, they needed to drive customer interactions across all locations nationwide with trackable content to checkout and increase new memberships.
What Costco's Customers Expected
→ Convenience of home delivery for large and bulky items from online orders
→ Ability to use social channels for customer service, referrals, and offers
What Costco Was Delivering
→ Lack of awareness of delivery option for large items
→ Inconsistent messaging/offerings across all locations
→ Not using social as main customer service channel
Generating POS Opportunities with Real-time Outreach
Nuvi developed a real-time outreach strategy built around keywords, personalized responses, and coupon sharing. As well, a social customer care solution was implemented to reverse negative sentiment.
Costco used Nuvi Engage to intercept mentions with keywords relevant to the offer along with Nuvi Plan and Publish to collaborate and send personalized communications to potential customers.
Nuvi Analyze allowed Costco to understand the effectiveness of the targeted content.
In just 8 weeks, Nuvi was able to help bridge the gap between Costco and their customers in the following ways:
- Content campaigns drove 132,000 new customers email addresses
- 30,600 redeemed offers in which 17.6% of those were new customers
- 4x increase of time spent on Costco.com
- $8.3 Million in large item orders in 8-week period
- $5.7 Million in store sales with identified content to
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