Best Use of Customer Data for Individualization
West Marine and Yes Marketing created a data-driven mobile responsive content module that reflects the current level of West Marine’s rewards members and incorporates animation and gamification elements to encourage activity. Members received personalized and dynamic content with their loyalty level, points earned, points to next award, and information about certificates available for redemption. The coded module can easily be included in any campaign and can be moved anywhere within a message.
If a rewards member does not have any points, or if a recipient of a message is not a rewards member, the dynamic code hides the module from view. The animated water gauge displays a member’s current point level and reinforces West Marine’s brand identity as a boating and water sports retailer. The module easily incorporates personalization and real-time data into any message thus achieving West Marine’s goal to be able to personalize 100% of messages vs its initial 10%.