Lawrence & Hanson boosts customer revenues through marketing automation

Lawrence & Hanson is Australia’s most recognized electrical wholesaler with a strong heritage. With over 150 branches, the brand supplies quality products to customers across multiple market sectors, including residential, commercial, and industrial.

The Lawrence & Hanson team comprised two members for this project in 2019: an ecommerce manager, Patricia Mota Almeida Goncalves, and a senior marketing manager, Rachel Raschilla. Both are dotties winners for marketing team of the year (2020).

Challenge

Throughout the ongoing COVID-19 crisis, the team has focused on loyalty programs as a way to continue to grow its membership base and increase sales at the same time – exceptional considering the forced closures of some physical branches, not to mention the severe lockdown imposed on the state of Victoria. The team created a new program every month, making sure to review monthly and make ongoing improvements to increase sales. This includes building new and complex programs, using multiple personalized emails, and loading all data – which for a small team is a big achievement.

During the pandemic, it was more important than ever for the team to use dotdigital Engagement Cloud to build effective trigger campaigns that drive its eCommerce platform. This increased the brand’s online sales and drove customers to purchase more online, while rewarding their loyalty with benefits – just for spending with the business.

Solution

Throughout the ongoing COVID-19 crisis, the team has focused on loyalty programs as a way to continue to grow its membership base and increase sales at the same time – exceptional considering the forced closures of some physical branches, not to mention the severe lockdown imposed on the state of Victoria. The team created a new program every month, making sure to review monthly and make ongoing improvements to increase sales. This includes building new and complex programs, using multiple personalized emails, and loading all data – which for a small team is a big achievement.

During the pandemic, it was more important than ever for the team to use dotdigital Engagement Cloud to build effective trigger campaigns that drive its eCommerce platform. This increased the brand’s online sales and drove customers to purchase more online, while rewarding their loyalty with benefits – just for spending with the business.

Results

The ‘Bucket List’ loyalty program has generated additional sales from new business customers, spurring the development of the second loyalty program, ‘Sparky Plus’. The additional sales generated purely from new sales from a zero base, attributed to new customers who have joined the program and spent money with the business for the first time.

This sales boost ultimately allowed the team to create a new loyalty program called Sparky Plus – a worthy investment. The Sparky Plus program has generated a sales increase to date and is extremely successful to date.

The marketing team members are the key drivers of these promotions using dotdigital, having made significant head waves within their organization using the platform to generate sales. The significant sales performance highlights the long-term growth benefits of marketing automation – and just how much ROI it can bring.

During the pandemic, it was more important than ever for the team to use dotdigital Engagement Cloud to build effective trigger campaigns that drive its eCommerce platform. This increased the brand’s online sales and drove customers to purchase more online, while rewarding their loyalty with benefits – just for spending with the business.