McCain's eCRM strategy

Felix Velarde
Underwired Amaze

McCain Foods created an eCRM programme based on behavioural targeting that segmented the customer base, enabling the serving of directly relevant content, boosting purchase frequency by 38%.

In 2008, McCain Foods embarked on an eCRM (electronic customer relationship marketing) programme. The original premise was that the company wanted to establish whether, by engaging consumers using email, the effectiveness of digital could be measured in terms the advertising world understands well – brand consideration and brand preference.

The eCRM programme scored some quick wins through segmentation, including an increase in brand consideration of 11%. But what really started to attract attention was the methodology used to establish and track value in terms of purchase frequency and sales revenues, through comparing like-for-like segmentation with supermarket data.