Ryman is a well-known, high street retailer offering a wide range of stationery products, combining local convenience, helpful staff and great product knowledge in a unique service to consumer and business customers.
The Ryman brand values are quality, value, reliability and service. These have been developed over 100 years making Ryman the acknowledged leader in its field. Such high regard for customer care has enabled Ryman to build and retain a loyal and satisfied customer base.
Having built up this diverse customer base, Ryman wanted to develop its CRM capability to gain a better understanding of its customers. Whitecap was asked to develop a CRM strategy to target specific consumer segments, in a way that integrated store and digital channels.
To begin, Whitecap first developed a more detailed understanding of key customer segments that Ryman catered to – pinpointing customer needs relative to their stationery shopping experience.
A consumer behaviour process was drawn up and adapted to integrate both in-store and digital interventions that could be added in to the customer journey – this was developed in more detail for each customer segment. This gave Ryman clear marketing objectives and initiatives to execute for different customer segments, at all points in the consumer journey.
“Ryman wanted a better understanding of their customer groups, and how to manage the customer journey for each group. We were able to develop a clear and systematic CRM strategy that clearly outlined Ryman’s customers and how to communicate to them effectively in different ways.”- Andrew Campbell, Associate (CRM specialist), Whitecap Consulting.
“Whitecap demonstrated practical expertise in the marketing and CRM process and provided clarity in helping us to identify and understand our different customer groups in detail. They developed specific interventions using both digital and in-store channels. From this, we now have a much more effective CRM programme.”– Matthew Dashper-Hughes, Chief Operating Officer, Ryman.