Case Study
Tenpin – Both booking rates and email engagement up by nearly 40%!
The Business Challenge
Tenpin operates in a fast moving environment, competing against various leisure activities.
The core business challenges were:
- To boost its Customer focus -to reach and exceed standards set by leaders in the retail and leisure sectors
- To grow the business, reducing the cost of acquisition and increasing retention
- To respond quickly to market opportunities (e.g. prolonged wet weather)
- To build internal capabilities
- Driving an ROI focus from headquarters
- Sharing learning within the wider company
Tenpin needed an effective CRM service to communicate the right message, to the right customer, at the right time.
“Email engagement is now up by 38%”
The Approach
R-cubed began with a curtain-opening analysis to develop a deep understanding of Tenpin customer behaviour
- Who are the high value customer?
- Who are the low value customers?
- Predicting future visits & spend
- How well do Tenpin recruit & convert new customers?
- What are the key customer typologies?
- How engaged are customers?
- What’s the level of risk & opportunity on the base?
- How do customers change YOY?
This insight was used to segment by value, engagement and customer type allowing R-cubed to design a data-driven communications strategy, which included:
- Specific nursery programme with regular communications now sent using R-cubed’s marketing automation system
- New dynamic email communications launched – delivering most relevant content
- Content blocks developed and used
R-cubed also worked with the stakeholders to improve the collection & management of valuable data.
The Results
Some great results have already been achieved for Tenpin. Engagement is up and new email communications are generating incremental revenue:
- Overall rebooking rates have increased 36% YOY
- Email engagement is now up 38%
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“Their unwavering focus is on making money from data. I am happy to recommend them, or indeed answer any questions regarding their capabilities.”
“By understanding who was actually being influenced by the catalogues and who wasn’t, we reduced our costs by up to 10%.”
“I must say that I have never enjoyed working as much with a third party as I have with R-cubed. You guys are a true partner and extensions of the CRM team – not just on paper and in words.”
