McCain’s eCRM strategy (how McCain Foods used electronic customer relationship marketing (eCRM) to establish and track value)

Strategic Direction

ISSN: 0258-0543

Article publication date: 20 September 2011

Keywords

Citation

Velarde, F. (2011), "McCain’s eCRM strategy (how McCain Foods used electronic customer relationship marketing (eCRM) to establish and track value)", Strategic Direction, Vol. 27 No. 10. https://doi.org/10.1108/sd.2011.05627jaa.012

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited


McCain’s eCRM strategy (how McCain Foods used electronic customer relationship marketing (eCRM) to establish and track value)

Article Type: Abstract From: Strategic Direction, Volume 27, Issue 10

Velarde F.Admap, May 2011, Vol. 46 No. 5, Start page: 16, No. of pages: 3

Describes how, in 2008, McCain Foods embarked on an electronic customer relationship marketing (eCRM) programme as a means of to establishing and tracking value in terms of purchase frequency and sales revenues, through comparing like-for-like segmentation with supermarket data. Notes that the original brief for the project was to establish whether or not digital techniques could be used as a channel for changing brand consideration. Reports that the effects of an eCRM programme become clear when it becomes possible to track a customer, from first “moment of truth”, such as sight of a particularly striking advertisement, all the way through to lifetime value, via a checkout mechanism. Explains that e-mail and social media tools were used to provide value to resistant consumers, markedly improving brand consideration scores among participants over time. Demonstrates how the insights gained by this type of exercise can benefit brands and the marketing strategies that they adopt, as exemplified by the way that McCain Foods boosted purchase frequency through the use of behavioural targeting and customer base segmentation.Article type: ViewpointISSN: 0001-8295Reference: 40AL310

Keywords: Advertising, Advertising agencies, Advertising control, Advertising effectiveness, Advertising media, Brand management, Customer relations, Customer requirements, Customer satisfaction, Customer services quality, Customers, Food industry, Internet marketing, Marketing models, Marketing philosophy, Marketing planning, Marketing strategy, Marketing theory, Organizations, Product information, Strategic marketing