“Next year is about personalization and segmentation

[arzina221]

The Jumbo brand is clearly visible in the newsletter. Each period focuses on one of the seven certainties and magnifies it. We also assess which type of content converts best. The weekly reports provide good insight into the recipient's click behavior. By means of A/B testing based on content and subject lines, we gain insight into the user's interests."

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“Contests are doing very well”
Win promotions are doing very well and people are particularly interested in the promotions and coupons. But inspiration articles are also very much appreciated, which is reflected in the clicks. The previous version of the newsletter also contained corporate news items about Jumbo, which were less popular. We have conducted a customer satisfaction survey and on the basis of that we will also look at the branding results.'


"It is important for Jumbo that we want to communicate personally and segmented. From Jumbo we only want to communicate if the customer wants it themselves. We are looking at how we can enrich e-mails and we collect relevant information to offer the consumer-oriented service.

An example of email segmentation could be turkey phone data that we would do two actions with beer brands. For example, people in the south prefer different beer brands than people above the rivers. Based on geographical data, you can then communicate targeted actions. Next year will be all about personalization and segmentation.”

Roadmap: My Jumbo
“A link between the email and 'My Jumbo', the online customer section of the Jumbo website, is planned. You can already create handy to-do lists there, save recipes and, for example, invite people via our dinner planner 'Eat with us'. Then you can set a date, for which you will also receive service emails with reminders: 'You have the dinner next weekend'.

This information is then linked to specific content. This could include tips for decorating the table or promotions. Compiling and enriching customer profiles is the most important action we will be implementing in the coming year.”

Responding to the life stage of the Jumbo customer.