DEX · ROOTS
DSG: Loyalty Programme through Eloqua
Turning consumer data into retention, the PETPET Club, built on Oracle Eloqua to follow parents from pregnancy onward.
- 5,000+ New members
- 2 months To reach it
The Challenge
Standing out in a crowded category.
Malaysia’s diaper category is fiercely competitive. The PETPET brand wanted new ways to reach audiences beyond traditional methods, leveraging its existing consumer data to understand behaviour and deliver targeted campaigns that drive retention and brand loyalty.
The Solution
One repository, personalised journeys.
Oracle Eloqua centralised customer information into a single repository to analyse behaviour and enable timely, targeted marketing across web, email and SMS. The brand built an online loyalty programme, the PETPET Club, tracking customers through their pregnancy and parenthood journey, from first trimester to 18 months. Members redeemed rewards with accumulated points, while Eloqua powered personalised journeys with contextually relevant content for each segment, triggered by events.
The Impact
5,000+ members in two months.
Within two months of its May 2019 launch, the PETPET Club welcomed more than 5,000 new members , giving the brand deeper audience insight and enabling more targeted campaigns to grow customer lifetime value.
Consumer data, turned into a loyalty engine, 5,000 members in two months.
