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Revamping Pampers' Customer Experience and CRM Strategy
Technology Category
- Analytics & Modeling - Machine Learning
Applicable Industries
- Consumer Goods
- Education
Applicable Functions
- Product Research & Development
Use Cases
- Real-Time Location System (RTLS)
The Challenge
Pampers, a leading brand in the baby care industry, was facing a significant challenge in retaining customers as their babies grew and transitioned between different nappy sizes. The growth and development of every baby is unique, and Pampers needed to play a unique role in helping parents navigate these changes. The brand was struggling to maintain its position as the definitive choice for every parent during the early years of their child’s life. The challenge was to develop a new CRM strategy that would increase loyalty to Pampers products at key transition stages in a baby's life.
About The Customer
The customer in this case study is Pampers, a brand owned by Procter & Gamble (P&G). Pampers is a leading brand in the baby care industry, known for its wide range of baby products, including diapers, wipes, and training pants. The brand is recognized globally and is trusted by millions of parents for the care and comfort of their babies. The challenge faced by Pampers was in retaining customers as their babies grew and transitioned between different nappy sizes. The brand needed to develop a new CRM strategy to increase loyalty to Pampers products at key transition stages in a baby's life.
The Solution
To address this challenge, a new CRM strategy was developed that mapped the journey of a mother with her baby from pre-natal to toddlerhood. This journey design was used to implement a contact strategy that delivers personally relevant content to increase loyalty to Pampers products at these key transition stages. The strategy was centered around active participation, delivering more value to families than just points. Pampers was transformed into a Helper brand by adding more support and education into the Pampers Baby Club app. The Pampers Club program consisted of customer identification, predictive modelling, and a rapid test-and-learn strategy. It also included heavily-personalised triggers, cross-channel attribution, and marketing automation to make the consumer the focus of the program. Real-time event detection and real-time analytics, along with machine learning, were leveraged to ensure Pampers and the Baby Club app are always top of mind.
Operational Impact
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