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Targeted Customer Segment:

Moderate Spenders & Medium Engagement

·       With most of the customers, this group represents the best chance to convert to high spending and high engagement.

Marketing Channel:

Social Media, Email

Offer/Strategy:

Improved Rewards and Loyalty Program

·       Customers earn points for purchasing products and sharing ZestFit on Social Media which can be used for discounts and products.

Pitch:

"Your fitness, your rewards! Earn points every time you shop or engage with us and redeem them for exclusive perks. Start earning today and fuel your zest!"

Predicted Outcomes:

Increase in Engagement, Loyalty and Sales

Success Metrics:

Increase in Social Media Engagement, Revenue and Points Redemptions.

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Segment campaign approach: Email Engagement + Last Purchase

1. High-value, Engaged Customers (VIP Loyalty Boost)

Target:

Siti Aminah (RM1,200), Chong Mei Ling (RM3,500), Nur Alisha (RM2,900), Farah Nabila (RM1,800)

High/Medium engagement & loyalty program members

Strategy:

Exclusive VIP discounts (15-20%) on next purchase

Personalized product bundles based on past purchases

Early access to new products & free samples

Engagement via preferred channels (SMS, Direct Mail, Email)

Reason: These customers are already loyal and engaged, so direct, personalized communication via SMS, Email, or Direct Mail (for those who prefer it) will enhance exclusivity.

2. High Engagement, Moderate Spenders (Upsell & Subscription Push)

Target:

Aiman Rahman (RM550), Hafiz Zulkifli (RM750), Priya Nathan (RM320), Daniel Goh (RM130)

Strategy:

Recommend product upgrades (e.g., bundle purchases for cost savings)

Subscription model introduction (monthly protein shake plan with a free first month)

Loyalty program push for non-members (Daniel, Priya)

Engagement via preferred channels(Email, SMS, WhatsApp)

Reason: These customers engage frequently, so WhatsApp can be introduced for instant interaction, along with personalized email & SMS offers.

Expected Outcome:

1. Increase in sales

Expected increase 10-20% overall sales boost

Reason:

The VIP Loyalty Boost campaign encourages high-value customers to make repeat purchases.

Subscription model & upselling encourage higher spending per order.

2. Higher Customer Engagement

Expected Increases: 15-30% increase in engagement rates

Reason:

Social media campaigns (Instagram & Facebook) create buzz & community interaction

Loyalty program & challenges increase brand affinity

3. Growth in Repeat Purchases

Expected Increase: 20-25% rise in repeat purchases

Reason:

Subscription push keeps customers locked in for monthly deliveries

Loyalty perks & exclusive offers encourage ongoing purchases.

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Loyal High Spenders

1. Marketing Channel: Direct Mail (Chong Mei Ling, Nur Alisha), SMS (Siti Aminah, Farah Nabila)

2. Offer Strategy: Special promotion (Buy 1 Free 1)

3. Expected Outcome: Increase in sales, Strong brand loyalty

4. Success Metrics: 40% redemption rate on the special promotion

Loyal Low Spenders

1. Marketing Channel: Email (Aiman Rahman), SMS (Hafiz Zulkifli)

2. Offer Strategy: 20% discounts

3. Expected Outcome: Increase in sales, and repeat purchases

4. Success Metrics: 20% redemption rate on the discounts, repeat purchase within a month

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Blue and Green Organic Group Project Presentation-2

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BYEZA- Fitness Enthusiasts (25-45) - "Performance Optimizers"

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BYEZA- Fitness Enthusiasts (25-45) - "Performance Optimizers"

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Characteristics: Regularly involved in sports or fitness activities, knowledgeable about nutrition, looking for products to enhance performance and recovery.

Marketing Channels:

- Email: Targeted promotions, and informative content.

- SMS: Flash sales on hydration drinks and bars. (Rm10)

Offer Strategy:

-20% discount on protein powders and hydration drinks.

-Free sample of a new performance-enhancing product with every purchase.  Expected Outcome:

-   Increase sales of protein powders and hydration drinks.

-   Drive product trial and adoption. ( Free 150 ml new protein shake when you purchase whey protein).

-   Enhance brand loyalty and advocacy. ( Birthday free voucher rm 30 when you purchase rm 150), (Double points on the 31st).

Success Metrics:

-Email open and click-through rates. (20% target reach.)(Spin wheel to get points).

Redemption rate of discount codes.(15 % click).

Sales lift in protein powders and hydration drinks.( Buy 5 bottles 1 water bottle).

Customer reviews and ratings of new products.( 10 points per review)

-   Referral rates.

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1. Engaged and high-valued customers (loyal, frequent buyer & high spending)

Siti Aminah (SMS) = RM 1,200

Chong Mei Ling (Direct Mail) = RM 3,500

Hafiz Zulkifli (SMS) = RM 750

Aiman Rahman (Email) = RM 550

Priya Nathan (Email) = RM 320

Daniel Goh (Social Media) = RM 130, High Engagement

For high spending and loyal customers we will be providing VIP access

For high engagement customer will have special promos and also focusing on their preferred channels

Offer personalized shopping experience

2. At risk and low-engagement customers (low engagement & infrequent buyer)

Lee Wei Jun (Social Media) = RM 90, 5 months ago

Chong Mei Ling (Direct Mail) = RM 3,500, but last purchase 2 months ago

Giving free trials and discounts (e.g “welcome back” discount code)

Expected outcome

Gaining more exposure

Higher engagement with customers

More active customers

Repeat purchase

Increase in revenue

Success metrics

click-in rates

The rates that customers click in the emails, SMS and other channels that are used. Or to track the engagement through social media (like, share, and comment).

customer retention

The rate for VIP membership sign-up and rate of membership usage