Agency: Stone Arch Bridge Group, Sparkfly, STIRISTA, CCG
The "Journey 121" programs are digital 1:1 programs delivered through integrated direct mail, Web, mobile app and social media channels. The marketing programs are designed to optimize and profitably leverage promotion dollars to improve prospect and customers visit frequency at Great Clips salons nationwide. These 1:1 subscription programs are ordered, managed, integrated, and coordinated by salon and/or market through the Journey 121 portal which captures and reports incremental test/control results of each program.
Objective of the Campaign
Great Clips' customer Journey strategy is designed to devise and implement corporate and franchise integrated marketing programs that incrementally and profitably increase customer visits using targeted, timely promotions across channels, through use of an "applied learning" marketing portal and platform called "Journey 121." Customer transaction and type of haircut information are captured for each visit which allows Great Clips to segment and market to customers based upon:
- visit frequency
- personal haircut "cycle"
- salon proximity. Prospects and customers are modeled using geographic and demographic information to score and select "best" prospects to match with creative that resonates with each customer/prospect life stage. Great Clips then implements 1:1 marketing programs with franchisee participation. The Journey 121 platform allows salons to select the right mix of programs, creative and weekly volumes to enable market-wide 1:1 promotions. More than 85% of 4,050 salons participate in at least one of three brand-directed 1:1 marketing programs.