Catering to Customers: Wolfgang Puck Streamlines Acquisition across Multiple Divisions
Luxury brand increases engagement, cross-sell opportunities, and website traffic
Wolfgang Puck, a luxury brand comprised of fine dining and fast-casual restaurants, premium catering services, cookbooks, and licensed products run by three distinct companies: Wolfgang Puck Fine Dining Group, Wolfgang Puck Catering, and Wolfgang Puck Worldwide, Inc., faced a marketing problem that is common among enterprise organizations. Each company kept its own email lists and customer data, including purchase history, and it lacked the ability to share the data. It looked to Listrak to consolidate the data into a single preference center, allowing the different companies to cross-sell to customers who already know and love the brand.
Listrak built a preference center that would work across all three brands. From the homepage, new subscribers can opt-in with their first names, email addresses, and zip codes. After submitting that information subscribers are taken to the preference center where they can personalize the type of communications they receive.
The preference center allows users to select their interests, travel destinations, and nearby Wolfgang Puck restaurants. The interests directly coincide with the three brands – users can select to receive information on cookbooks, cookware, and other products from Wolfgang Puck Worldwide, emails regarding restaurant news and offers from Wolfgang Puck Fine Dining, and/or event planning information from Wolfgang Puck Catering. The travel section allows users to select cities they frequently travel to or are planning to visit so the Fine Dining group can send subscribers targeted restaurant offers in those destinations. The final section automatically populates with Wolfgang Puck restaurants within a 200 mile radius of the subscriber’s zip code so Fine Dining can send offers on nearby locations. Subscribers may also enter their mobile numbers to receive updates via text messaging.
To maximize the engagement levels of new subscribers, Listrak created a four-part welcome series. The first message is deployed upon registration and the three additional messages, one from each company, are sent weekly. After that, subscribers receive targeted emails based on their preferences. The messages are deployed automatically using Listrak’s behaviorally triggered email solution.
The single data repository helps Wolfgang Puck know its customers better. The welcome series introduces subscribers to all three brands and the preference center is easily managed by users. The welcome series messages have the highest engagement levels with average open rates of 15%, read rates of 11.5%, and click-through rates of 3.5%.
Listrak is an email marketing firm providing the solutions, software, and services to optimize the value of email. Listrak works with clients to develop engaging email marketing to deliver the extra percent in effectiveness and ROI.
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