Data-driven personal greetings touch hearts of Skip's hungriest customers
WINNIPEG, Feb. 14, 2018 /CNW/ - Canada's leading high tech food delivery company got up-close and personal with thousands of the country's top-ordering and most passionate lovers of the service, with a little help from Skip's marketing data, just in time for Valentine's Day.
Kaitlin Baker is the finance manager of a car dealership in Winnipeg. In 2017, she ordered more than $5000 worth of Skip deliveries - mostly to her office - from her favourite restaurants. Baker was so amused by the Skip Valentine card that she posted a photo on Instagram and Facebook.
The red heart Skip card message read, "We like you as much as you like Quiznos." The post quickly garnered more than 80 likes.
"My friends all know that I order all the time. Everyone knows. My mom thinks I'm crazy but I work with numbers all day and my time's worth money. I can make a couple extra hundred bucks if I stay at my desk instead of grabbing lunch. It's worth it, because 90 per cent of the time, I can't leave my desk," Baker said.
The card campaign idea was inspired by the company's desire to connect with customers in a personal, memorable way while demonstrating that Skip knows what pleases its customers most. SkipTheDishes marketers pulled order-related data for the customers that ordered most frequently, then crafted handwritten greetings that were mailed out across the country just in time to reach mailboxes for Valentine's Day.
"Our marketing team scooped out some tasty morsels about our customers' delivery habits. That helped us write some sweet messages that got their attention and demonstrated that Skip knows and cares about their preferences," said Kendall Bishop, Skip's director of marketing for North America.
Baker has calculated the cost of groceries and the value of her time and says she saves money by indulging her regular cravings for Quiznos, Tony Roma's, Moxies, Original Joe's, and Sushi Ya instead of cooking at home and packing bag lunches.
When Baker gets home to LaSalle, Manitoba after a long day at work, the last thing she wants to do is pack a lunch for the next day, she said.
"I eat when I can at work, slowly munching throughout the day. I would spend way more on groceries so it's a budget-friendly solution," Baker said.
Other fun messages Canadian Skip Lovers received in their Valentine's Day cards:
- Hope you get as many extra pickles as your heart desires! Here's a little something to help us deliver them to you again.
- On a day like today, you're smart to hold off on the onions. Enjoy an onion-free meal on us!
Inside the cards, Canada's top Skip delivery customers also received heart-shaped vouchers as a treat promising a sweetheart of a deal the next time a Skip delivery craving demands to be fed.
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