Going private

Recognizing the value of personalization and targeted content and offers, I advocated for the development of digital Private Offers, hyper-targeted exclusive deals and savings available and marketed to specific customers only.

Setup & context

Development required overcoming resistance and gaining buy-in from key leadership teams across multiple organizations. One obtained, partnership with development and UI/UX teams to build the experience.

The challenge & problem PROCESS

Private offers were not published on-site nor advertised to the masses. To build customer awareness, I partnered with mass advertising teams to develop a targeted marketing plan including email, direct mail, field marketing, and more.

Launch, impact, results

From pilot launch through each event, private offers drove increases in nearly all KPIs including up to 88% in conversion and 61% increase in average order value.